Amazon SEO: The Ultimate Guide to Getting Higher Organic Rankings on Amazon - SEO & Content Marketing Blog - Growfusely (2023)

If you're an Amazon seller, SEO isn't just about ranking high on Google's search engine results page (SERP) for your niche keywords. Of course, Google is a major source of traffic to Amazon product pages, and a great organic ranking for your products on Google would make up a large portion of your overall sales.

That said, according to a September 2018 reportMessagenearly half (46.7%) of US Internet users started researching products on Amazon, compared to 34.6% who searched first on Google. Also, in 2015, Google had around 54% share of product searches while Amazon held 46%. For 2019, however, the tide has turned.

So, as an Amazon seller, you simply cannot turn a blind eye to optimizing your product pages. why not amazonSEOleads to less traffic and ultimately poor sales reports.

Amazon A9 - Social algorithm

A9is a subsidiary of Amazon and claims to "manage search and advertising technologies that are scalable, highly available and cross-platform for our parent company Amazon and other customers".

It is important to understand that the A9 search algorithm is fundamentally different from Google.page area. That's because it all comes down to user intent.

Generally, people use Google for informational or navigational purposes.researches. That is, if you want:

• Learn a new subject or subject,
• Check reviews of a movie or TV series,
• Go from your house to your friend's house,
• etc;

You would go to Google. But if you're looking to buy a pair of headphones (a transactional search query), you'll probably head straight to Amazon.

So while Google tries to reach a more general audience with its search engine, Amazon's ultimate goal is to sell ー to its millions of customers as efficiently as possible.

Because of this, cracking the A9 search algorithm comes down to just two main factors:

1. Relevance

2. Performance

If you optimize your Amazon product pages for just these two key factors, you'll be well on your way to achieving high product rankings on the Amazon SERPs and thus converting more customers.

Let's get to the bottom of the two factors.

relevance

The first thing your potential buyer would do is conduct a search using a set of keywords. Whether they use Amazon, Google or another search engine, the keywords they enter remain more or less the same, assuming they are intended to make a purchase (i.e. a transactional search query).

Research what keywords they use, then strategically place them in different sections of your product page. That's what relevance is all about. As a result, you have full control over the first crucial factor: optimizing your product page.

Here's a prudent approach to getting it right.

keyword search

Essentially, performing comprehensive keyword research is a two-step process.

First, start by typing the product name into the search bar from the buyer's point of view and let Amazon fill in the rest.

Amazon suggests products that other consumers frequently search for. This gives you a quick and reliable overview of how your potential buyers are researching your products.

Mix and match different letters preceded by the type of product you sell and soon you'll have a good base of keywords to work with.

Second, use a keyword research tool to develop the core set of keywords and create a concrete list of keywords to use in your strategy. WhileGoogle Keyword Planneris certainly a good (and free) option, Amazon-specific keyword tools likejungle explorerIt is recommended for serious sellers.vendor labsit's worth a look too.

Once you've decided on your focus keywords, it's time to use them wisely in the following areas of your product pages.

Product's name

This is probably the most important subfactor in Relevancy and needs to be done correctly. Simply put, include the most relevant keywords for your product in the title. However, make sure you don't enter any keywords as this is against Amazon policy, it would make the title look spammy and therefore negatively affect your CTR.

Here are some quick tips for crafting the perfect product headline:

• Add your brand name
• Indicate the type of product
• Mention key features or ingredients
• Set the product size.
• specify the color
• Capitalize the first letter of each word
• Spell measurement words like ounce, inch, and pound
• keep all numbers as numbers (as quantity)

Again, include all the most relevant keywords in your product title. Also, prioritize and place the most important keywords at the beginning of your product title.

Below is an example of a title that surprisingly ticks all the boxes without keyword overload.

Check aFBA Product Title Requirementsas defined by Amazon itself.

seller's name

Over time, marketers have noticed that including the most important product keywords in the seller name can lead to higher organic search results on the Amazon SERP.

For example, if you search for "Men's American Flag Ties", the first organic result will be for a seller named "Man of Men". Coincidence? NO.

If you remove "for men" you will get different results. Therefore, it may be worth choosing a well-thought-out seller name that includes keywords related to your product.

Amazon server keywords

Amazon has a feature that lets you enter "hidden" keywordsbackend keywordsaffecting the visibility of your product. They tell the A9 algorithm that a specific product listing is targeting a specific keyword, in the same way that meta tags tell Google what the webpage is about.

These invisible keywords are limited to 250 characters, divided into five fields, each with a maximum length of 50 characters. These keywords are set to phrase match, so keyword order is important. For example, “blue cotton shirt” and “blue cotton shirt” are not the same when it comes to reducing product visibility. Prioritize the importance of each keyword and set accordingly.

Here are some best practices for populating backend keywords:

• do not repeat words
• Add spelling variations (even common misspellings) or synonyms
• Avoid quotes and commas

And don't exceed the 50 character limit or the keyword won't be indexed.

Product description and key points

These two fields play an important role in Amazon ranking. The Product Description section is where you can write persuasive copy that covers all relevant details and includes the most important keywords.

However, focus on writing clear, readable text rather than just including all your keywords. Get detailed: features, ingredients, measurements, care instructions, warranty information, cover it all.

For bullets or "About Product", list not only the features but also the benefits of using this product. Make it clear why the consumer should buy this product among one of your 100 alternatives (USP).

Since bookmarks are easy to scan, customers often read them first. Putting keywords in here would be an added bonus.

Performance

Unlike relevancy, performance-related factors are not entirely within your control as they depend on external determinants rather than just keywords and text. However, understanding this would help you optimize your entire product listing and ultimately improve rankings.

Let's dive.

price of the product

Not surprisingly, the price of your product plays a big role in how many units you can move in the market.

Downplaying your competitors is one way to get more conversions. However, at a competitive price:

• Leave little or no profit for you
• Questioning the authenticity of your product and your overall reputation as a seller

On the other hand, overvaluing in hopes of bigger gains is sure to backfire. To avoid such repercussions, search Amazon and external sites for similar products in the same category as yours, compare and price accordingly.

If you choose a higher price, make sure the reason is obvious in terms of better features and/or product ratings.

product images

An eye-catching image can make all the difference when a potential buyer is comparing multiple products before completing their purchase. The image below emphasizes customer behavior when viewing search results.

Of course, the product's title, image, and reviews all play a key role in deciding the CTR. Optimizing for this is critical because if the buyer doesn't land on the product page, they won't convert with a ton of enticing keywords and product descriptions.

Customers want peace of mind before they part with their hard-earned cash. They want to be able to see clearly, zoom in and even what is being promised from different anglessee in actionif possible.

The following things should be considered for optimizing images on Amazon:

• Medium to high resolution images only (minimum 1000 x 1000 pixels for zoom)
• light white background
• Illustrate product features and benefits.
• For private label, please ensure your brand is clearly visible in at least one of the images

See Amazon's complete product image requirementsHere.

product review

Simply put, customer reviews can make or break your Amazon business. Afterthese statisticsAccording to the G2 Crowd, 84% of people trust reviews they read online as much as they trust personal recommendations. Additionally, 72% of B2B buyers say that negative reviews provide depth and insight into a product.

You may have noticed yourself: products ranking at the top for broad keywords tend to get more and better reviews than those ranking at the bottom. More positive reviews will increase your click-through rate and could lead to more sales. This, in turn, leads to better rankings. ANDDon't even think about buying fake reviewsor trick the algorithm.

If you would like to receive more product reviews from your customers, contact them via email and remind them that it would be greatly appreciated if they could take a few minutes to contribute. And if you get bad reviews, try to look into the problem and fix it ASAP.

If possible, also respond to each review, as this shows that you value your customers' opinions.

Earn the coveted "Buy Box"

The white box on the right side of the product detail page where shoppers can click "Add to Cart" or "Buy Now" is the powerful buy box.

If you are the lucky seller to own this little virtual property, it is your product that will be added to the buyer's shopping cart. For third-party vendors (resellers) offering the same product, they all appear on the same product detail page. However, only one supplier can access the Buy Box at a time (switching between eligible suppliers).

Note the "Other Amazon Sellers" text below the purchase field and remember the last time you clicked on this hyperlink. So, as expected, the winner of the box gets the lion's share (82%) about the sale. And it's even bigger on mobile devices.

So it goes without saying that every seller wants to own the Buy Box. Of course, to be eligible for ownership, you need aprofessional seller accountwhich costs $39.99/month as individual seller accounts are not eligible. But it's definitely worth it after doing this.

To be eligible, the product you are selling must be new and in stock.

Amazon's interest is to offer the customer the best possible online shopping experience, just as Google's interest is to offer the best search experience possible. Giving the Buy Box to sellers with inferior products and bad reviews will result in more returns, complaints and problems for Amazon.

So it's safe to say that Amazon has a different algorithm for determining which seller gets that coveted position. And that means you can simplify the way you earn the Buy Box.

Use o Fulfillment da Amazon

Obviously, Amazon prefers to give the purchase box to sellers who choose Fulfillment by Amazon (Fulfilled by Amazon) for their shipping needs, knowing they can deliver orders on time and without defects. If Amazon gives the Buy Box to a Fulfillment by Merchant (FBM) seller, it is putting its reputation at risk. If the seller messes up the delivery, Amazon shares the blame and loses the customer.

Additionally, FBA sellers are eligible for Amazon Prime. Amazon likes Prime-eligible sellers on the Buy Box because customers who pay for the Prime subscription obviously have no interest in buying products that can't be delivered in a few days.

Keep your prices competitive

As mentioned earlier, pricing your product right is very important. Avoid both the looting and the outrageous downward slam.

While Amazon doesn't guarantee the seller with the lowest Buy Box price, setting a very competitive price hurts your chances.

Strive to provide the best customer experience

At the end of the day, it all comes down to the customer's shopping experience. Fast shipping and competitive pricing is all well and good, but it doesn't make up for defective products, poor customer service, and subpar reviews.

Visit Amazon Seller Central to understand the key performance areas you need to improve. Also try to improve yourAmazon Seller Ratingbecause even a few bad reviews can ruin your chances of buying.

Ensure your products meet or exceed industry standards. Integrate customer feedback into your product development cycle. If you make a mistake, do whatever it takes to regain the customer's trust. Amazon's success and dominance in e-commerce ultimately depends on the quality of the sellers on the platform. If your business can provide your customers with a pleasant shopping experience that also makes Amazon look good, achieving high ratings (and the Buy Box) becomes much easier.

Image sources -Kanhasoft