What comes to mind when you think about search engine optimization (SEO) tools? Perhaps the most recalled Google, with about 63,000 searches per second, with 90.46% market share worldwide.
As such, if Google is the leading search engine that comes to SEO, Amazon is the leading marketplace. Amazon receives more than 190 million people worldwide every month from a variety of devices, with 49% of eCommerce market share in the US market in 2018. As Amazon’s online seller, this massive marketplace, you need to make sure that your product is properly indexed and exposed to search results in order to outperform your competitors. This is why search engine optimization (SEO) is needed!
Want to find useful SEO tips to help you make sales on Amazon? If so, continue with the guide below.
Amazon’s A9 Search Algorithm
Amazon’s search algorithm, known as A9, behaves differently than Google or the Bing algorithm in surface results. Therefore, to take advantage of this, it is important to understand exactly how the A9 search algorithm works.
A9 consists of several elements that match your search results with products that are more likely to be purchased. But as an online seller, you should not only expose your products to these search results, but also consider their ranking.
According to Amazon’s data,
- 70% of Amazon customers see only the first page of search results
- 35% of Amazon shoppers click on the first product displayed
- The first three items displayed in search results account for 64% of clicks
- 81% of clicks come from brands on the first page of search results
A9’s main goal is to drive sales, so don’t forget that when using Amazon’s SEO, you need to sell with the buyer in mind. This sounds obvious, but it’s an important thing to remember when optimizing your product listings. At this time, there are many factors that affect A9. According to Amazon,
“Make sure your customers can easily find your product before making a purchase. Search is the primary method customers use to find products on Amazon.
Customers search for products using keywords that match the product information (product name, name, etc.) you provide.
Factors such as keyword match, price, availability, selection, and sales history determine where your product will appear in customer search results. ”
The next thing you need to know is keyword indexing.
What is Amazon Keyword Indexing?
Keyword indexing is the process of matching a customer’s keyword with your product so that when a user enters a keyword into Amazon’s search box, your product is displayed in search results. So the more relevant keywords you index, the more traffic and sales opportunities you get.
Increasing the number of keywords to index increases the likelihood that your product will appear in a customer’s search results. On the other hand, if you index unrelated keywords, you may lose potential traffic.
Remember that the important thing is “relevance.”
If you do, don’t try to index dozens of keywords in every single product. In fact, Amazon considers product conversion rates and sales, so traffic that doesn’t lead to a purchase can be seen as a less attractive product for A9. It is very important to index relevant keywords to successfully drive a lot of traffic.
Focus on keywords that will drive buyers in the future and use relevant keywords often to see if they lead to purchase conversions. And adjust your keywords accordingly. Are you worried about choosing the right keywords? Do not worry. Fortunately, there are many steps that can help you optimize Amazon SEO as well as keywords.
How to get the most out of product listings
Since the goal of optimization is to provide the most relevant products to potential customers looking for a product, keyword research is a key step in the Amazon optimization process. When a product listing contains searched keywords, the only way to ensure that your product appears in a specific search query is to build a master list of relevant keywords.
Now that you have completed this process, you may be wondering, “How can I improve my product’s search results?”
Choose a listing title
Product titles are one of the important listing methods that can affect the ranking of products in your search results. The product title contains the following information:
- Product line
- Material or main feature
- Product type
The algorithm is highly correlated with the keywords that appear earlier in the title, so the order in which you place this information is very important. We recommend the following keyword placement order within your title:
[Brand Name] – [Product Type] – [Feature # 1] – [Feature # 2] – [Feature # 3] – [Size, etc.]
Optimize your product’s key features and descriptions
The next most important factor is to highlight and describe the features of the product that can highlight its benefits. That’s where Amazon really matters.
Do you remember the master list of keywords mentioned above? Include keywords that aren’t used in your title as key features. Here are some tips to help you optimize key features.
- Highlight 5 key features that customers should consider, such as product warranty information, size or proper age
- Be as specific as possible about your product’s features and attributes
- Do not include price, shipping or company information
This gives you the opportunity to briefly introduce your brand and product, adding some important keywords that you want to index. Don’t forget that reading product descriptions means that customers have already visited your product page. So now it’s time to put in a powerful CTA button (Call-to-Action)?
Focus on how your product will improve your customers’ lives and focus on the user experience using everyday conversational tones. In addition, using images that show the lifestyle of people who are using your product will help you increase conversion rates. This allows you to connect you and your products with potential customers by telling your customers a complete story about your brand and products.
Optimize your Amazon backend keywords
As the name suggests, backend keywords are more creative opportunities than keywords found on the frontend. These keywords are invisible to your customers but can be indexed just like keywords for your product features and descriptions, making it a great way to target long-tail keywords.
Here are some tips to keep in mind when using this method.
- Include alternate characters
- Add to related searches
- Think creative and original search queries related to your niche
These keywords are invisible to your customers, but they play an important role in making your listings top view.
In conclusion, one of the easiest solutions on Amazon to make it easy for potential customers to find your product is to index product-related keywords in the proper way. Not only does this help increase your product’s organic ranking, it can also reduce your reliance on advertising or paid search that may occur when selling your product on Amazon.
Take the steps outlined above to improve your exposure and increase sales for your products!