Amazon SEO Guide. Do you think about how to stand out among the competition on Amazon as a seller? This comprehensive guide will help you do your own Amazon SEO! In digital marketing, people talk about what you need to do for your website and how to make it SEO-friendly to users and search bots.
But do you have a fair idea about Amazon SEO? If you have an e-commerce business and are not present on Amazon, you may not be hitting your sales potential. Amazon is a reliable platform when it comes to e-commerce, as most people should know it. Almost every e-commerce wants to get their products on Amazon because that’s the place from where their audiences shop.
That’s why sellers list their products on Amazon and the reason it is so difficult to rank your products on Amazon’s results pages. For your website, you have the option to practice Amazon SEO to give your products a boost. You have to understand the algorithm, what shoppers are looking for, and how you can beat your competitors.
How Amazon’s A9 Algorithm Works
Before we discuss Amazon SEO and what path you take to optimize your product listings, it will be better for you to understand how Amazon’s A9 search algorithm works.
It’s similar to Google’s algorithm, but not identical. So what’s the one main difference? Amazon searches are only commercial, while Google searches are navigational or informational. Now think about it simply. When you search for an item(s) and A9 gets to know that you want to buy whatever you searched.
The query gets matched with a group of relevant products, and you get to know about the products on a series of pages. So, how does Amazon select those particular products? Again, think about how Google’s algorithms work for e-commerce. The factors that Amazon considers for rankings are positive customer reviews, historical sales, relevant keywords present in the product listing, and the right prices. You should know that the algorithm is always looking for relevance based on a query, but historical data matters a lot, too.
Hence, new sellers on Amazon are faced with a dilemma. They think if Amazon prioritizes products with strong sales, then they have made no sales yet or generated any historical data for A9, how can they ever hope to climb Amazon’s rankings? The answer lies in using Amazon SEO. It starts with the keyword research that can get you found by the shoppers who matter to you.
Performing Amazon Keyword Research
Just like with Google, an SEO strategy for Amazon must be built on keyword research. Your products will seem irrelevant without the right keywords, and won’t show up to users. You should know how and where to optimize your listings for keywords. But first, you need to know where to find keywords and how to do keyword research.
Use the Amazon search box to perform keyword research. As you type them, it autocompletes your queries. This means it will essentially do the keyword research for you. Look for all types of variations that you can think of in the search box to get a good list of keywords for which you could able to rank.
There are some different ways of doing Amazon keyword research. It’s almost like doing keyword research for Google. You can use free tools such as Keyword Planner or paid tools like SEMrush or Ahrefs to view the search volumes and also the difficulty ratings of the keywords. You can also check the data of your Google Search Console if you sell the same products on a website and view how people are finding you or your products on Google.
Amazon Listing Optimization
After selecting the keywords, it’s time to use those keywords to optimize your product listings. It is similar to writing optimized product descriptions and other content for Google. Start the writing with your product titles. Amazon needs titles that do not exceed 200 characters and also should have the words that describe the product accurately. You should also incorporate relevant keywords, but make sure you don’t stuff keywords.
You shouldn’t stuff keywords in your product description, either. You should maintain keywords in your prose, bullet points, and tech details where applicable. But make sure you use them appropriately. The main factor is using the most relevant keywords which will give you a good chance of driving traffic to your products. Long-tail keywords are important as everyone can’t rank their products on perfect seed terms.
You can also add keywords to the back end of your product pages. They can improve your visibility on Amazon. Finally, you have to write your product description. If it is long, then don’t worry. Make sure you tell a story. The content will help you rank your products better.
Amazon Product Images
It is important to talk about product images. Using the right images plays an important part. The written description does help you sell your products, but it has limitations. For example, you can write about a vinyl record turntable all you want. You can write about its colors, looks, and features. But none of these matters if people can’t see your product. This is the reason why product images matter so much. But make sure it is not just any images. You should use high-resolution images which are over 1,000 pixels in one way. Remember, Amazon allows its customers to zoom in on the product images, so quality really matters here.
But you should also know that Amazon doesn’t necessarily rank you higher depending on your image quality. You should add SEO-optimized alt text in your images so Google can show them in image search results. But the most important thing here is the addition of images that show your product from all angles. Make sure your images show all the details, as they are as strong as the product descriptions to make a sale.
Reviews & Ratings
Product reviews and ratings play an important role in where your products fall in Amazon’s search results. Consider this from the user-experience perspective. Just like Google, Amazon’s main goal is to offer a positive and useful user experience. This makes Amazon reviews and star ratings a vital aspect of strong product rankings. Think about it with logic. Will Amazon want to show a product with one star on the first results page for a query? No, because that won’t help anyone. Amazon is always in need of customers who buy things, hence, Amazon will show products that many people have purchased and liked. The most important thing here is the number of reviews your products have.
Which product you would trust more: one with 15 reviews or one with 4552 reviews? So how do you get reviews if it helps Amazon to rank? Amazon offers the Request a Review feature to get reviews. You should reach out to the customers after a purchase to see if they’d like to write a review. Generally, good products tend to bring about positive reviews, anyway. If you are able to make people happy, they will naturally want to share their satisfaction with others. You can get negative reviews also, but if you can respond swiftly, then you can do to make the customer’s experience better from this point.
Measuring Product Performance Through Analytics
The final part is measuring your products’ performance through analytics. If you have the experience of optimizing a website for Google rankings, then you know the value of analytics. For Amazon, you have to track your SEO to make sure that you can continue your strategy for product optimization. A brand owner has the access to Amazon’s Brand Analytics.
But for other sellers, you have to check third-party apps that track things like keywords and product performance. Most of these tools are all-in-one solutions, meaning you can do keyword research, optimize your listings, track your inventory and products, look at your finances, avail competitor’s information, and keep an eye on your Amazon SEO and paid media in general. So which tools are the best?
There are multiple several Amazon analytics tools available in the market. These are Helium 10, Sellics, and DataHawk. Many of these organizations offer either free trials or live demos to decide which tool is right for you.
Start Your Strong Amazon SEO Strategy
Sellers on Amazon have to do a lot of work when they want to make it on Amazon.
If you already know how to optimize content for Google, then you know you are there already.
As long as you know Amazon rewards sellers who know how to dazzle customers with their products, you know your preferred direction.
The tips mentioned above will get you the rest of the way.