Wondering how to improve your product listings? Get tips for boosting your Amazon SEO from Gloria Kopp in this guest post.
Having your products show up on the first page of an Amazon search will hugely impact the number of views your products are getting, and will inevitably increase your overall revenues.
Customers generally won’t search very far beyond the first page of their search results, which is why it’s important to get your products there. There are effective techniques for achieving this by maximizing your use of SEO on the Amazon marketplace.
Learn All About A9
Amazon.com, Inc. (“Amazon”) calls its search algorithm A9. When you have a good understanding of how it works, you’ll be able to make the necessary adjustments to your product listings to have the greatest impact on how the search engine sees those listings.
Broadly understood, A9 uses performance and relevance factors to rank a product – performance factors being the popularity and success a product has already shown, and relevance factors being how well a product matches with the search being made. How to Rank Well in Amazon, the US’s Largest Product Search Engine goes into detail about the intricacies of Amazon search and how you can maximize the presence of your products. Although the parameters of A9 may be constantly evolving, the core remains consistent.
Amazon SEO is Not Equal to Search Engine SEO
Unlike a search engine, which ranks results based on relevance to what’s being looked for, the Amazon platform looks at the way customers have received the product. A product needs to not only be exactly what the customer is looking for, but it’s also got to perform well with customers. The more popular a product is, the better that reflects in the rankings. When you have well-written content, it gives customers a better impression of your knowledge and level of capability. Edit your work to make sure it reflects well on your company’s image.
Understand the Importance of Keyword Research
Shoppers generally know exactly what they have in mind when they start searching for something. Because of this, they are usually very specific with their search words. In fact, it’s usually long-tail keywords or phrases they’re using, rather than singular keywords. What this means is that you’ll have to know the specific long-tail keywords to use in order to match with what searchers are hunting for. The Google Adwords platform is probably the most popular place to find highly searched keywords to use.
Keyword Placement is Vital
It’s not only the keywords you’re using that are important. Keyword placement can also make a big difference. There are a number of places you can put your keywords including:
- Product title for the most relevant keywords
- Within bullet points for long-tail keywords that deal with product benefits
- And more!
You can also put keywords in the back-end search terms that aren’t visible to searchers but can boost its relevance. Build your brand, grow your customer base and drive growth for your business with an Amazon-specific advertising service.
Optimize the Back-end Search with Long-tail Keywords
If you can’t fit all of the keywords you want within the visible listing, you can include the remaining ones within the back-end search. Although your customers can’t see these, it can seriously help boost the visibility of your product listing because it gives more opportunity for matches to occur with their search queries. Make sure each long-tail keyword you use is spelled correctly or else they won’t match what searchers are looking for.
Click-through Rates are Boosted with Better SEO
Naturally, the more visible your listings are, the more customers will end up clicking on them. In turn, this increased click-through rate will bump up your SEO rankings. This increase in SEO rankings will continue to boost your click-throughs. The better your content is, the more click-throughs you’ll attract. Ensure your content is spot-on with grammar and spelling.
Pricing Should Include FBA/Prime
The lowest price does not necessarily always win out. There are other factors a shopper will look for when deciding on a product. No one wants to wait weeks for something they’ve ordered to arrive at their doorstep. So, sometimes the speed of delivery can trump a lower cost. Free shipping can also factor into the decision-making process, if the cost of an item with free shipping is less than the combined cost of a cheaper item plus additional shipping costs.
The Better Your Conversion Rate, the Higher Your Amazon SEO Value
Amazon measures the success of your products by examining your conversion rate and factoring that into your ranking. Because the goal of Amazon is to sell products, they highly value products that have already proven their success and popularity with customers. When you’ve got great content, that your customers find value in, they’ll trust you with their purchase and you’ll see higher conversion rates.
Images are Important
Products that include pictures are much more enticing to customers than those without, because they let customers see exactly what they’re getting. You can also add-in image alt tags to help make your images more relevant in search results.
Customer Reviews Add Value
Real customers can add true value to a product, simply by giving it an honest review. Because customers don’t hold a stake in the success of a product, their words hold a lot of power and other potential customers definitely take these words into account. When responding to customer reviews, good or bad, you’ll want to proofread your responses to make sure they’re perfectly written. Keep your responses professional, courteous and to the point.
Understanding what makes Amazon SEO work will mean the difference between the success or irrelevance of your products. Simply tweaking things you’re already doing can help you improve your rankings and begin finding your products on page 1 of Amazon.
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.