Want to be an expert in Amazon SEO? It may be simple, but you need to have the discipline to build up an Amazon product listing. This can maximize your full potential in the e-commerce field of business.
The first step is understanding A9 or better known as the search algorithm of Amazon. If you know how products rank in the search results, then you may be able to find your listing landing at the top just by tweaking it. It is vital to have a deeper understanding of Amazon ranking because of the constant changing of this online shopping giant. With that in mind, you will be able to stay one step ahead of the very stiff competition.
Amazon SEO Is all About Increasing Purchase Likelihood
In e-commerce, especially in Amazon, just like in professional sports, you don’t just play the game but you have to play your A-game. The only thing that matters in Amazon is BUYING. Sellers need to sell; users are looking to buy, and Amazon, in turn, will go after commissions.
Maximizing profits is the focal point on how the Amazon ranking algorithm is designed. It is a kind of tailor-made cycle that if you know how to use it properly, it can likely lead you to dealing.
That is why understanding the logic in A9 and sticking with the algorithm rules is the essential way for an effective product listing optimization. If you play that way, finding your products at the top of the search results will never be a far-fetched illusion.
Amazon always sorts its search results by the likelihood of purchase. This can happen if you consider these two fundamental factors:
This factor represents the extent of popularity and the success potential of a product through the eyes of the buyers. The metrical key points considered are the click-through-rate (CTR). It leads to the conversion rate, and of course, the overall sales.
You will have a great chance for a positive impact on product rankings on keywords from which products are listed if you improve your performance. If you determine the performance and the relevance of the product, you can now maximize your full potential to optimize the product for Amazon SEO.
This factor will show how a product accurately matches the search query. Positioning and keyword usage primarily calculate significance. Keep in mind that, Amazon’s algorithm works differently than that of Google. You should, therefore, pull the buyers to the edge of their decision. Make them start their search for a product through Amazon, not with Google.
That is why it is crucial to understand the logic of how a search engine like Amazon works. The product’s relevance is very keyword-specific as it varies depending on every term used in searching.
Keyword Research as the Core of SEO
Shoppers tend to change a search query if the intended object fails to come out of the first couple of pages. This phenomenon is called “long tail” keywords which will be explained in details.
A product can be found only for a particular query if all the keywords are contained in the listing. That is when doing a comprehensive keyword search becomes crucial by filtering out keywords with relevance to the product. You can get away with the hassle as well as save a significant amount of time with the use of some related Amazon tools in your keyword search.
Not only do these tools like Sonar will help you research relevant keywords by suggesting based on the shoppers’ queries. It can also provide you with the actual keyword volume searched on Amazon.
- Keyword Selection
Take note that 90% of online shoppers click on search results from the very first page. With that figure alone, you can already have the idea that these people want a quick search on everything that they are looking for. That means they tend to have the details about the products they are searching even from the start.
What do all of these mean for Amazon SEO? You will not only need to be right with your keyword placement, but you also have to be very keen on your keyword research.
- Keyword Location in Amazon Ranking
Now that you have learned to be thorough with your keyword research, then you will be able to come up with a bigger list of the long-tails that do not fit into your text. All you need is to prioritize keywords that are more related to your product than the others.
Amazon’s awareness of the shoppers’ behavior has always been taken into account with its algorithm. Keywords included in the product title always weigh greater in the ranking. This is in descending order followed by bullet point optimization, Seller Central keywords, product description optimization and product specifications.
Hence, a product will have a better chance to rank higher as long as it contains the words of the search query than featuring all the keywords in the description only. Always take note that repeating keywords in a single listing do not guarantee an improvement in your Amazon ranking, in contrast to optimization for Google.
- Long-Tail and Backend Search Terms
Amazon.com has been making changes on their search results page. This is due to shoppers tending to look only at the picture and title of the product. As a result, the efforts brought forth by Amazon optimization reflect this. The developers for Amazon figure out that there is a need to list more products on each page. It highlights a product image that will include not only the product title but also the price and rating. Thus, it omits irrelevant information.
It is very tedious and time-consuming when coming up with a list of long-tail keywords. You can find free tools for keywords online, but most of them will lead toward Google search. This is different from Amazon SEO, though. That is why it is more logical to invest in a powerful Amazon tool that can instantly help you generate keywords for your text listing.
Although you may feel stuffing your backend search terms with all sorts of keywords, you still need to avoid losing relevancy. It is because if your listings appear obscure and irrelevant, it won’t land you any higher in the ranking. With the constant changing of Amazon, you might just notice, a decrease in the limit in the feature. This said limit can lead you back to more hassles in your backend search terms optimization.
With all these uncertainties, it will always be better to occasionally help yourself search for more product listing tips on the net. You can also learn from other masters like your friendly next door neighbor or other reliable sources.
Improving CTR With Good Amazon SEO
Although the argument stays the same about CTR as a primary influence for product image, you also need to incorporate these tools. Product pictures have a greater impact on every shopper’s decision to buy the product once it is shown on the product list page. Always remember that CTR is not a measure on how products attract buyers, but its ranking depends on the combination of keywords.
Let’s take for an example backpack and smartphone; CTR will be higher for “backpack” than “smartphone.” It is likely that the top-ranked product usually has higher CTR than those that ranked lower within the same list of results. Therefore, CTR can always be determined exactly for rankings of keywords. That is the only time that it is compared. In simple terms, product rankings depend upon how high the CTR stands for a particular keyword.
- Brand and Title
The product title will always provide an excellent source of information for the shopper. Just like selling your electric guitar to your friend who also loves to play guitar and you just tell him, “I’m selling my 1954 Series Fender Stratocaster.” And he’ll go like “Wow! That’s my dream guitar!”
It is almost effortless. That is the power of brand and title if given an ample attention. Since titles are the starting point of any potential purchase, consider searching for product title tips. Make sure that these tips will greatly help you come up with an attractive title of your product.
- Price and FBA
Lowest price wouldn’t always mean a sure-win. It is the nature of a buyer to always look for the quality of the product more than its price. Even if they are looking for a more competitive price, they still consider the quality of that cheap product that they are looking.
Aside from quality, you can also consider giving out promos, since it is always favorable to offer a coupon code or free shipping through Prime especially by FBA (Fulfillment by Amazon). The best thing about Prime is that it is not only shipping for free but fast.
Conversion Rate a Big Factor for Amazon SEO
Like Click-through Rate (CTR), Conversion Rate (CR) can also be calculated based on the individual keyword. When calculating CR, you need to divide the number of shoppers. Get the number of those who can make a purchase and those who just visit the page. For example, if you have ten customers who visited the page and three of them make a purchase, then you have a 30% conversion rate. So, you will have a higher purchase likelihood of a product as long as the CR gets higher than the average.
The thing is if these online shoppers keep on clicking the product without purchasing. This will result in the lowering of the conversion rate. That is where algorithm comes into the picture as it will take the low percentage into account. It will automatically lower the rank of the product in turn for the keyword.
Amazon search engine was developed intensively enough to help shoppers find the products they desire. It is also intelligent enough to rank those products with low CR lower than those with high CR.
Unnaturally Boosting CTR Is a Method not Allowed
One thing shoppers are keeping an eye on in their search for their desired product is the Super URLs in Amazon SEO. This URL is an instant-search URL that already features keywords optimized for a seller’s product listing.
This method is favorable only to the shoppers, but on the seller’s end, it will increase the CTR. However, it will do no good to the conversion rate. This is because customers will be landing directly to the product page from an external website rather than getting through Amazon search.
Images Are Valuable for Amazon SEO
It is a shopper’s decision to browse through whatever page he landed in just a click. Just like any natural traffic tips that you can get from reliable sources, it is still the product image that can make or break the shopper’s decision. It is like a toddler in a toy store that keeps on grabbing stuff that he sees, because of just one thing: toys. That’s the attitude of a shopper, especially when doing it online.
Product images are the driving factors in every online shopping page because it instantly gives the customer a sense of exactly knowing what they’re buying. Customers can easily scrutinize the product from one angle to another angle by zooming in. They can also determine the product if it is already worn or used depending on the condition.
Consider that organic position Amazon will always be a big part in Amazon SEO. It seems like an ongoing test as they are not going to disclose formulas required in gaining top rankings for your product. Not just yet, and not anytime soon even with the buying public.
Always take note that an informative page will look as if it is painting a picture with complete details. You will just notice that your product’s uses and features are already being described accurately. You may also treat A9 as a think-tank for you to have an idea of what exactly you are going to do to generate a higher ranking for your product.
Last but not the least, you must always have a solid understanding of your market and the customer’s buying preference and behavior.