How to get your Amazon SEO in shape
Google has been the pioneer in the search engine market for over 15 years. After years of monopoly, Google is no longer alone on the search engine market. Amazon is now the leader in the field of product searches. 4 out of 10 users start searching for a product on Amazon first. In comparison, Google is only 30%.
Amazon is now more focused than Google, for transaction-based search queries. Google serves all types of navigational, transactional, and informational requests. Whereas Amazon is the dominant search engine in the field of “transactional queries”. This is especially interesting for the e-commerce sector, as this type of request is much closer to a transaction, i.e. a concrete product purchase, in a customer. The conversion rates for these queries are significantly higher than (e.g.) information-based queries, which is why they are extremely relevant to e-commerce.
Following are some of Amazon SEO strategies for e-commerce sites, that will help you with your Amazon product page optimization.
Search Behavior on Amazon vs. Google
Why Amazon is more important than Google in e-commerce is relatively easy to explain. Both search engines target users with different goals. Google users, search for information as well as for specific products. Whereas users on Amazon do not expect any concrete information or help with their questions. The searches on Amazon are exclusively to find relevant products. So if I’m looking for workshops to service my car, I’ll be searching it on Google. But If I want to buy a seat cover, I will be searching it on Amazon.
Monetization goals by both companies are also very different. Google searches focus on the sale of advertisements, while on Amazon aims towards selling products. Because of these different end-goals of the search itself, the relevant factors, which influence the ranking within the search, differ.
Start with Amazon optimization
Before we optimize your Amazon product page, you’ll need a basic understanding of the working of Amazon search. Similar to Google,Amazon analyses the search results by an algorithm that considers a variety of factors. The underlying search engine is called A9. A9 algorithm uses various parameters to calculate the relevance of the products to a particular search query. One can also use SellerPrime’s free Amazon Listing Quality tool to understand more.
Construction of search results and categorization
Amazon search results pages display category-spanning products in a list view. In addition, there is also gallery view for products in the category. In addition, there is a filter-view on the left side of the search results page.
This understanding is necessary to categorize the product correctly using these views and filtering. The Amazon Seller Central has its own system for categorizing products. Before starting the actual optimization, you should precisely place your products in the views and filters in Seller Central.
For example, you are selling a pink straightener from the Babyliss brand. You want your listing to show up in the category “hair straightener” as well as in the “Babybliss Brand” filter view. You must specify these characteristics as precisely as possible when categorizing in Seller Central. Anyone who does not make these settings does not get listed in the more specific selection options.
Definition of the URL
Also, Amazon considers the URL of your product listing for search result filtering. Consider and correct the following parameters.
- Keyword: The keyword of the user. This addresses the generic requirement of Amazon. In our example, this would be “pink flat iron”.
- Node: Each category on Amazon with a specific number (ID) excellent. This ID is addressed via the “Node” parameter. To figure out the correct ID, look at the URLs of the categories on Amazon. For the category “hair straighteners” this would be the number “1464599427”.
- Brandtextebin: The “Brandtextebin” parameter is suitable for comparing the performance of different products from its own range. For example: “Grey hair straightener of the brand Babyliss” vs. “Pink straightener of the brand Babyliss”.
Amazon ranking factors
In order to optimize product listings for Amazon,one should understand the basic ranking factors of the A9 search engine. There are some parallels to Google, but also as many differences. We now have a good understanding of the categorization of the products and the definition of the URL. In addition to this, there are also various other factors, which Amazon considers. We’ll also learn about Amazon on-page SEO.
Amazon wants to provide a good user experience as well as make the user buy the product. Only a satisfied user regularly returns back to Amazon and orders additional products. These two aspects, in particular,take a good weight in the ranking algorithm at Amazon. We shall also separate these factors into two areas, like it is done by the folks at moz.com. Relevance factors and performance drivers:
The relevance factors are primarily aimed at the user and the user experience. A relevancy factor therefore shows Amazon how relevant a product is to a particular search query. This includes aspects such as the title, bullet points, keywords, or product descriptions.
In comparison to relevance factors, the performance factors do not directly aim at the current user. But are primarily addressing indicators that assess the product performance and the probability of a purchase. Amazon wants to place the most profitable with a good conversion rate at the top. Factors include price, conversion rate, availability, or shipping costs.
Relevance factors in detail
The relevancy factors for the A9 algorithm indicate the relevance of a product to a particular search query. So you are mainly addressing the user and the user experience. The optimization of the products on the search relevance is comparable to OnPage optimization of a website for Google.
Similar to the Google search, the product title in the Amazon search is one of the most relevant ranking factors. When optimizing the title, make sure you use a combination of keyword, sales argument, and brand. And make the title so high that the click-through rate is as high as possible. For example, accommodate the material, the color or the size of the product as well as various other properties of the product.
Amazon is a search engine like any other, so keyword optimization is important here too. If you have never cared about your product’s keyword optimization (or keyword research) you won’t be able to go much farther.
Note: For a primer on how to optimise your Amazon listing, please refer to How to make your Amazon product listing efficient. But if you want to push your product to the top of any Amazon search listing, now is the time to build up a new strategy.
Keyword optimization is a critical step in the initial stages of Amazon SEO. Both for paid and organic search. If you do a bad job at selecting your target keywords, all your subsequent efforts will be in vain. So it’s vital to get your keywords right.
But optimizing keywords isn’t something you do ONLY at the outset of an Amazon SEO. Ongoing keyword optimization is necessary to keep uncovering new keyword opportunities and to expand your reach into various keyword verticals. Keyword optimization isn’t a set it and forget it process. By continuously performing keyword analysis and expanding your database of keywords, your site traffic, leads and sales will continue to grow.
A house needs to have a strong foundation to last long. Similarly, for the sales of your products to grow, you need to have an optimal keyword base. In a recent survey, participants listed keyword optimization as one of the hardest tasks in Amazon SEO. Because of its difficult nature, most site owners, marketers, and bloggers don’t spend enough time optimizing keywords. This is ironic since optimizing keywords is the most important aspect of Amazon SEO. If you don’t choose and use the right keywords your customers are searching for, you get no search discoverability. That means no traffic, no sales, and no money.
Keyword optimization plays a major role in every aspect of Internet marketing. Content strategy, to link building, to how you group your keywords, to the organization of your page content, a.k.a. your information architecture. This is why listing optimization is critical for Amazon SEO.
The product title in the Amazon search is limited to 100 characters. This should be tried as far as possible, the title should not be unnecessarily stuffed with keywords. Better is a title that appeals to both the search engine and the user. The length of the title is also crucial. Too short titles add to less area and therefore often have lower click-through rates. The name of the brand appears on the product page, and should always be specified as many users search for specific brands on Amazon.
Note: For a primer on how to optimise your Amazon listing, please refer to How to make your Amazon product listing efficient
Bullet points can be used for keyword placement, but should provide, in particular, good sales arguments. In addition to the title, the bullet points are an important factor for the placement of relevant keywords. Again, you should be careful not to fill the points indiscriminately with keywords, but to highlight specific product features such as color, size or weight and at the same time keywords. All in all, the bullet points have more space than the title. The position of the keywords is not relevant. It is much more important to meet the seekers, to convince them of the product and to make a purchase. Non-responsive bullet points can quickly make the user jump off. An increased bounce rate also has a negative impact on the ranking at Amazon.
The product description should above all serve to persuade the customer of the purchase and to highlight positive product characteristics. The product description is not quite as strong a ranking factor as the product title or bullet points, but still has a certain relevance for the purchase decision. Again, the important keywords should be re-placed, with the focus strongly on emotional and positive sales arguments.
Product pictures are important sales drivers. Not only on Amazon, images create a convincing picture of the product in e-commerce. Pictures are frequently underrated – one of the most important sales arguments. The user wants to make a concrete picture of the product before purchase. If only a few pictures are available to him, which are also has a bad resolution, it may frighten him from the purchase of the product. Therefore you should always offer pictures with high resolution (between 1000 × 1000 px and 1500 × 1500 px) on Amazon and several of them, which represent the product from different angles.
Backend Search Terms
Backend keywords also have a great influence on the ranking of the product. These are terms which are not directly visible to the user, neither on the screen nor in the source text. The seller offers the possibility to add a total of 5 lines of 250 characters each. Make complete usage of this space.
Tip: Amazon sees hyphens as AND operator, which means that, for example, the stored keyword “Barbecue-Smoker” would be interesting for three possible searches: “Barbecuesmoker”, “barbecue” and “Smoker”. This makes it easier to use the available space. This is an important area for Amazon SEO optimization.
Performance factors in detail
Performance factors include all factors that affect conversions and product sales, because Amazon earns revenue based on the quantity of sold products. In addition to the relevance factors, which are more likely to satisfy the user, here are aspects in the ranking purely, which should increase and optimize the sales of Amazon SEO.
The price of the product
The price is an essential and important performance factor, which decides about a product purchase. Compared to the competition offerings, one should not be too expensive here as this can significantly reduce sales.
Besides the price, the delivery time for the products is also a very important factor. No user would like to wait for a long time. The user looking at a particular product and possibly showing interest does not want to wait several weeks before he receives his desired product. Therefore, fast delivery and good availability are a ranking factor, which plays a role in the area of performance. Studies show that no or low shipping costs increase product sales noticeably.
Amazon users are happier with lower shipping costs. At the same time, studies show that non-existent costs to increase product sales noticeably ( source ), even if the product purchase without shipping costs more than a dealer who sells the product itself more favorable, including shipping costs. Therefore, shipping costs are a relevant factor, which is included in the calculation of the performance.
Product Reviews and Ratings
The product reviews and ratings are a very relevant aspect for Amazon SEO, because they are similar to SEO for Google as external recommendations are evaluated and therefore considered in the ranking. At the same time, they ensure an indirect improvement of rankings in many places by additionally influencing the conversions and the click-through rate.
Reviews are correspondingly positive and offers the user a real added value. This is also reflected by the ratings of other users and buyers, who can consider the customer reviews helpful or unhelpful. In addition, not only the quality of the individual evaluation, but also the sum of the evaluations, the average of the overall evaluations and the actuality play a corresponding role.
As already mentioned, the product evaluations also indirectly influence the ranking by delivering good and, above all, independent sales arguments by other users in the case of appropriately positive evaluations. This in turn increases the conversions of the product and thus indirectly improves the ranking. At the same time, the yellow stars provide for an increased click rate on the search results pages of Amazon, as these can lead to a click incentive with the appropriate number and a good average overall rating. The click rate is included in the ranking, similar to Google’s ranking.
So to look at the big picture, you must practice Amazon SEO to,
- Drive qualified traffic to your website. To drive searchers to your site, you must optimize for the keywords they’re searching for.
- Measure traffic potential. Analyzing the popularity of keywords helps you gauge the size of a potential online market.
- Write effective content. By incorporating optimized keywords into your website content, you can connect instantly with potential customers and address their needs.
- Understand user behavior. By analyzing the words that your customers use, you get an idea of their needs and how to service those needs.
Does all of this look frightening and difficult. Don’t worry we are here to help you to optimize your Amazon SEO. Signup for a free trial at SellerPrime to optimize your Amazon SEO and to boost your Amazon sales.