Want to sell on Amazon, but not sure how to stand out? Let me help you with that!
Amazon SEO vs Google SEO
Before we dive into our Amazon SEO ranking tips, it’s essential to understand how Amazon ranks products. The way people search on Amazon is a lot different than Google, so there is a small learning curve. In several ways, SEO on Amazon is much the same as what we know from Google. Amazon’s algorithm is more straightforward, making it easier to optimize the fundamental SEO aspects we know from Google.
One thing to remember for Amazon SEO – Amazon cares about buyers and selling stuff to those buyers.
Why is it so crucial to work on getting your products visible on search results on Amazon? Just like on Google, it is rare for people to go to page 2. A research report from Forbes states that at Amazon, only 30% of all searches go to page 2.
Say hello to A9, Amazon’s SEO algorithm
Amazon’s A9 algorithm is far more simplistic. Amazon’s A9 algorithm determines which products should appear in a product search. Anyone trading on Amazon knows the value of being favoured by Amazon’s search engine and that appearing high in search results is essential to success. Products that do not appear on the first-page result will not be seen by most buyers who never scroll past the first page, which means that the majority of business is done on the first page of results.
Although it includes many of the similar principles as Google, it is nowhere near as complicated. Why? Because the A9 algorithm doesn’t need to be that complex, when people come to Amazon, they are there for only one reason. They are not asking questions, or they don’t need an answer for anything. They are looking to buy or sell products. And you want to make sure shoppers will see, click and buy your product.
So, it is essential to look for your Amazon SEO. If you focus your strategies on what motivates buyers to buy something, you’ll have much more luck.
Mastering Amazon product ranking
If you want your buyers to find your products, you need to develop your Amazon rankings. This will benefit you reach more relevant leads that are interested in your products.
Research your competitors
One of the best practices is to research your competitors. Your goal is to find out what concepts working for the top sellers and their products — and discover a way to differentiate your product. Doing a competitive analysis is a good start.
Before you begin to develop a strategy for your products and page, analyze what those in your niche are doing right and wrong. Look at the top sellers in your niche and pay attention to their titles, descriptions, and bullet points. Doing this will give you a decent idea of which words and descriptions work great in your industry.
Most importantly focus on their reviews, particularly the negative ones. This will let you know where your competitor falls short and allow you to pick up the slack.
Do your keyword research
Keyword research is a vital part of Amazon SEO, especially if your competition is high. So one mistake in selecting appropriate keyword will leave you to struggle in such a crowded space. Just like Google SEO, you also want to concentrate on long-tail keywords. Long-tail keywords will encourage more interested leads to find your product listings.
To assist you in mastering the right keywords for your Amazon SEO campaign, you can use a free keyword research tool called Sonar. This is an SEO tool that focuses mainly on keywords that people use on Amazon.
Converting product title
Your listing’s title is one of the most valuable aspects of your Amazon product listing. The way you signify your title will influence where you appear in the search results. And it’s the first thing buyers will notice and will decide whether they click through to the product page or not.
Amazon suggested best practices for title optimization contain elements such as:
- Product line
- Product type
- Material or key feature
And you can also focus on:
- Capitalize the first letter of every word
- Spell out measurements (inch, pound, etc.)
- Numbers should be numerals (6 instead of six)
- Spell out measure words such as Inch, Ounce and Pound
I need it right now kind of, Images!
Product image is a MUST to sell your products on Amazon, and every product requires one or more product image. It is recommended to use images with at least 1000 pixels in either height or width to enable Amazon’s zoom in function. This function helps customers can take a closer look at the products. For better convenience of buyers, advertisers should choose images that are information-rich, easy to understand, and attractively presented.
Amazon basic product image standards:
- No illustrations
- White background
- Exclude unwanted text
- No additional accessories
- Accurately represent the product itself
Pricing is an important factor for purchasers. They want to get the best product for the least amount of money. When you plan to “price” your product on Amazon, take a look at how your competitor is pricing. Are their price is too much than yours? Or is it too low? Always try to add a competitive pricing strategy while listing a product on Amazon.
When you post a product, you have to specify all the product uses, features, descriptions, and all additional points for buyers. Sharing these specifications with your buyers is a good choice, but when you do this, it is recommended to avoid writing a story out of it. Listing your product specifications into bullet points is the right choice so that it is more readable to viewers.
Keep these tips in mind when using bullet points:
- Focus on features
- Keep it short and readable
- Explain the uses of your product
- Include if the product has any guarantees or warranties
- If possible, include particular aspects like dimensions and weight
- Buyers often skim, so add your most important features at the top of the list
Sales are king, and product REVIEWS are queen
Customer reviews! They are a significant part of any business. They can be the reason a person decides to buy your products or not. Even if you make it appear on the first page, it’s your product reviews that helps to determine for your buyers whether they should buy it or not. And that’s why product reviews are an essential part of your Amazon SEO campaign.
Encourage your customers to leave good feedback about their experience with your product. There’s a good chance you’ll get negative reviews as well as positive reviews.
As part of maintaining your reviews good, you need to take the time to reply to negative reviews. If you address the issue and offers to replace or refund damaged or broken products, you’ll inspire more people to buy your products. This way, shoppers will feel more convinced that your company takes issues like this seriously and that if they have an issue with your products, they know you will respond.
There are two types of ads to promote your products on Amazon.
Internal Ads – Internally, you can run Amazon Pay Per Click (PPC) Ads. Where you pay Amazon to display your product together with ‘organic’ search results and everytime someone clicks on your product, you pay Amazon a fee.
External Ads – This include:
Bonus Amazon best practises:
- Include seller name.
- Use Fulfilment by Amazon (FBA) method.
- Fill out other fields in the edit product page.
- Include brand names in your Amazon product listings.
You now know how Amazon’s search engine algorithm works. So do research more. Do not hesitate to uncover your competitors. And take the time to find the power keywords that will lead your consumers to your product.
Yes! It takes work. But following these above steps will help you boost your Amazon SEO campaign.