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If you're an Amazon seller seeking to boost your rankings, increase sales, and outshine competitors, you've landed in the perfect spot.
In this guide, we'll cut through the noise and deliver actionable insights to help you master Amazon SEO effectively and navigate the ever-changing e-commerce landscape with confidence.
What is Amazon SEO and how does it work?
Amazon SEO, or Amazon Search Engine Optimization, is the process of optimizing product listings to improve their visibility and ranking in Amazon search results. It involves using relevant keywords, optimizing product titles and descriptions, and employing various strategies to increase product visibility and sales on the Amazon platform.
Think of Amazon SEO as giving your product a superpower on the Amazon Marketplace. It's all about making your product show up higher when people search for things to buy.
And guess what? You can make it happen with a few easy tricks. By doing this, you'll not only sell more but also make sure more people discover your brand.
But, before we dive into these secrets we need to understand what Amazon's Search Algorithm actually is.
How does Amazon's Search Algorithm Work?
At its core, the algorithm seeks relevance. It wants to match what you type into the search bar with products that are most likely to satisfy your needs. So, if you search for "pet supplies," you won’t be getting results for “gym equipment”.
The algorithm also takes into account the popularity of products. Those with more sales and positive reviews are likely to rank higher. So, when you see either "top-rated" or "best-seller", you're seeing the algorithm at work.
Amazon's algorithm is not static. It's a smart learner, continuously adapting to changing shopping patterns and trends. It wants to make sure you see the latest and most relevant products.
Now that we've covered the basics of Amazon's Search Algorithm, let's investigate how Amazon SEO works.
How Amazon SEO works
Whether you sell things on Amazon and want more people to see your stuff, or you're a savvy shopper who wants to understand how Amazon picks what you see, this trip into Amazon SEO will change how you shop on the largest online store.
Amazon Ranking Factors
Let's take a look at the most important ranking factors in Amazon SEO
Keywords
Keywords represent the specific terms individuals use when conducting online searches, these specific terms are what we call, "Amazon Keywords". To determine which keywords to integrate into your SEO plan, experiment with these suggestions:
Amazon Autocomplete
As you start typing in the Amazon search bar, it will suggest keywords based on what other users commonly search for. This can provide insights into popular search terms.
Amazon Search Results
When you perform a search on Amazon, analyze the search results to identify keywords that successful products are using in their titles and descriptions.
Competitor Research
Study the product listings of your competitors. Look for the keywords they are targeting in their listings and reviews.
Product titles
The product title (product name) is one of the primary fields used by Amazon and search engines to measure the relevance of a detail page as part of a customer search. So keeping that in mind, you’ll want to put the most relevant keywords for your product in the title.
Optimization factors to consider while optimizing your product's title
How to optimize the product title
Consider title length, though there’s an ongoing debate regarding the optimal number of keywords and characters to include in a listing’s product title, aiming for around 200 characters but no more than 250. Longer titles can be less reader-friendly, potentially losing a customer's attention.
Avoid using all capital letters for the title. We recommend using Camel-Case for the product title.
Avoid subjective commentary like "Top Rated", “Best Reviewed” or "Best Seller." Don’t try to play the algorithm.
Utilize numerals(i.e.; 3 instead of “three”) and use punctuations where it seems necessary, but stay clear of non-language ASCII characters such as ©, or ®.
Keep titles concise, containing only essential information for identifying the item.
Key features (bullet points)
After you've completed the task of creating an SEO-friendly product title, the next phase is to pay attention to your bullet points, which encapsulate the key features of your product and are situated in the backend section of your Amazon product detail page.
Optimization factors to consider while optimizing your product's key features / bullet points
How to optimize the product's key features
Utilize all of the bullet points.
Ensure that the total character count for all five bullets combined stays under 1,000 characters (not per bullet). This promotes readability.
Highlight the primary feature or benefit at the beginning of each bullet point.
Initiate each bullet point with a capital letter.
Highlight the five primary aspects that you want customers to take into consideration. These may include dimensions, age appropriateness, recommended usage conditions, skill level, contents, country of origin, and more.
Include important product specifics, such as quantity, measurements, available colors, and materials. You can abbreviate measurements with "cm," "oz," "in," and "kg."
Describe how your product addresses the customer's needs.
Product descriptions
Moving down the product detail page, you'll find the product description, offering more space to elaborate on your product. When composing this description, put in the effort to make the text both approachable and persuasive, especially from a sales viewpoint.
How to optimize the product's description
Accurately categorize and describe your products.
Write about the product’s main feature and how it will benefit the customer.
Explain how your product helps solve the customer’s problem.
Try to use as many of the 2,000 characters as you can.
Utilize A+ Content if you can.
Follow the product detail page rules.
Don’t use HTML, JavaScript, or other types of code in your product.
Avoid the use of promotional and pricing information.
Avoid keyword stuffing.
Product images
On Amazon, you have the opportunity to include a total of nine product images, with one designated as the lead image. Aim to include as many high-quality images as possible, each sized at 1000 pixels in width and 500 pixels in height.
We recommend using a white background for most products for the primary image. The remaining images should showcase your product from various angles, in use, and even display the product's packaging. Amazon suggests that your product occupies at least 85% of the image.
Additionally, ensure that your photos convey the size and scale of the product you're selling. Many negative reviews stem from buyers not accurately estimating the product's actual dimensions/measurements.
Product Reviews
On Amazon, product reviews carry immense significance, acting as a testament to your product's quality. Nevertheless, acquiring these reviews can prove to be quite challenging, especially for new sellers or recently launched products.
The most effective strategy to secure 4 or 5-star reviews is by providing a top-tier product that precisely matches your product description. In cases where you receive negative or neutral reviews, it's imperative to ensure that they align with Amazon's established guidelines.
Product pricing
The pricing of your product has a significant impact on both your Amazon conversion rate and your sales volume on the platform. If your Amazon price competes favorably with other platforms selling your product or similar items, you can expect a positive influence on your conversion rate.
An aspect sometimes overlooked is how your pricing stacks up against comparable products within the same Amazon category.
The concluding component of optimizing your Amazon listing involves ensuring that your product is competitively priced. In an environment where competition is fiercer than ever, and numerous sellers offer identical products, pricing plays a pivotal role.
TL;DR:
Understanding Amazon SEO is like having a secret key to success in online shopping. Whether you're a seller or a shopper, it's essential.
Key factors include using the right keywords, optimizing product titles, bullet points, and descriptions, along with high-quality images. Product reviews matter, so provide top-quality products and watch your pricing to stay competitive in the Amazon marketplace.