SEO for Amazon Products: How to Get Your Products Noticed
The Amazon Marketplace has millions of sellers, from small businesses to huge corporations. Hundreds of millions of products are available, so you must do everything you can to get your products noticed. SEO for Amazon Products can have a huge impact on sales, by making customers more likely to see, click, and buy your product.
SEO is not just for search engines, as well as optimizing your business' website, you should also optimize your Amazon listings. You want to see your products on the very first SERP (search engine results page) for your industry keywords. Failure to correctly utilize SEO for Amazon Products will result in less search traffic and fewer sales.
Users will rarely go further than the first page of results, so ranking highly on Amazon is of paramount importance to your business’ success. Here we will help you to understand Amazon’s algorithm and the ranking factors behind it, and use SEO for Amazon Products to make your business a success.
Understanding Amazon’s Seller Ranking
Each month, millions of search queries are entered into Amazon. For each one, the algorithm must decide which products to present to the buyer. This algorithm must work differently to that of a regular search engine, as on Amazon the searches are exclusively transactional. As opposed to Google, for example, where consumers might go to research a product, users of Amazon are generally at the point of purchase.
There are far fewer ranking factors within Amazon, whereas search engines could have up to 200. SEO for Amazon Products requires a different approach because it is chiefly a buying platform, and the search algorithm it uses reflects this. Amazon has its own search algorithm, called A9: a subsidy of the company which handles all SEO. Amazon is the world’s biggest e-commerce site, and its highest priority is the bottom line, meaning the corporations biggest aim is to sell as efficiently as possible, and of course, make money. This means the product A9 judges to be the most likely to sell is placed first, and as a business, you must use SEO for Amazon Products to take this top spot for yourself.
A9 is a maturing algorithm, meaning regular and unpredictable updates can cause issues for search engine optimization. However, businesses need only learn the basic principles and keep up with the changes, you can even use them in your favor. Amazon is continually making adjustments in order to make customers buy more frequently, and consequently, sellers must also make regular changes to their listing in order to optimize their search rankings. Read more about Amazon’s A9 algorithm here.
There are two sides to A9: relevance and performance. You as a business must optimize your Amazon product pages according to these two crucial ranking factors, and this will lead to more sales. Relevance and Performance can be broken down into subcategories, and each small area can be used to improve the effectiveness of your SEO for Amazon Products.
Relevance Ranking Factor
The relevance ranking factor is easy to influence, and this can be done directly depending on your use of keywords. Product title is the foremost area to utilize for SEO for Amazon Products. The most relevant keywords should always be in the title, along with the brand name and a clear description. Always pay attention to spelling, especially with the brand name.
Other details to be included are the product type, color and size, specific ingredient or material, and quantity if relevant. You should avoid stuffing your product title with keywords, as this could look like spam, and consumers are put off by marketing “buzz-words". The title should flow well and be easy to read, or it could negatively affect your Amazon ranking.
Another contributing factor to Amazon search rankings is your use of Amazon Backend Keywords. These are hidden keywords that are only used in your Amazon Sellers account backend section. Their purpose is to tell Amazon’s algorithm that your specific product listing is targeting a specific keyword on the site. There are five fields available for backend keywords, each has a character limit of 50, and if this is exceeded the keyword will not be indexed by the site.
There are a few simple rules Seller’s Choice recommends to make the most of this area of SEO for Amazon Products:
Don’t repeat words
Avoid quotation marks (these take up valuable character spaces)
Include different spellings and synonyms
Don’t include too many variations of the same word
Keeping in mind these guidelines, it should be easy to use backend keywords to improve your businesses search rankings and sales. To make keyword optimization easier in all these areas, you could make use of a keyword tool.
Product Description and bullet points are also an effective tool to boost SEO for Amazon Products. They should be detailed and persuasive, as this is where your customer really learns about and is convinced to buy your product. Of course, your most important keywords should feature heavily, but the most important thing is that the description reads easily and naturally, and is convincing. Follow e-commerce landing page best practices in order to fully utilize this ranking factor.
Your product description should be enticing and attractive to buyers, beyond SEO. This also applies to your bullet points on the product page, as customers look directly to this area because they know it is quickly scannable and will provide them with easy to absorb vital information about your product.
Bullet points should emphasize not only the features of your product, but the benefits compared to your competition. This is also where key information like ingredients and dimensions should be posted. Strategic use of relevant keywords can also benefit your SEO rankings here, but take care to weave them through out, in a natural way, adding ranking value to each little bit of information. It’s also recommended to check out the competition to make sure they aren't including more than you are and to check that you’re using all of the relevant keywords for your category.
Performance related ranking factors are a little harder to control, as additional elements beyond keywords come into play. It is still important to understand and utilize them however, for the very best SEO for Amazon Products. Price, of course, has a huge impact on the number of sales your business makes through Amazon. Your product price must be competitive, compared to both other sites selling your product, and any site selling a similar one. This will have a positive effect on your conversion rate (the number of conversions divided by the total number of visitors).
One especially important note is how your price will compare with similar products in the same category on Amazon.
If other sellers are charging less, then this will negatively affect your conversion rate, and your search rankings, as Amazon’s algorithm will even pre-judge you as less likely to sell. If for any reason you do price higher than the competition, there must be a clear reason why, for example, higher volumes of positive reviews. Pay close attention to this in your competitors too, as buyers are generally willing to pay a little more for a well-reviewed and recommended product. Pricing your product can be difficult with so much to consider, but doing your research and utilizing the right tools will help you to price your product in the most competitive way.
Your Amazon conversion rate is innately linked with the price of your product or products and has a significant impact on search engine ranking, so make sure to pay attention to it!
Another factor to consider is image quality.
When customers purchase from an online retailer, the images are the best impression they can get of the product digitally. This means the image quality is of paramount importance. Amazon recommends making images at least 1000 pixels in height or width, as this is the minimum allowance for the zoom function, which when available makes sales more likely. Find the Amazon image guidelines here.
Finally, you can’t forget product reviews as a factor in the search rankings.
Generally, top-ranking products have high volumes of positive reviews, and especially if your product has broader keywords, good reviews can differentiate your product from your competitors. Don’t be tempted to try and cheat the system though, as Amazon has recently cracked down on fake reviews. One easy way to encourage customers to leave positive reviews is sending out a simple follow up email, checking that they’re fully satisfied and asking them to leave feedback. Email marketing can be a very effective way to engage your customers post purchase. If and when you receive negative reviews, pay careful attention and put effort into addressing any issues with your product.