How Amazon SEO Drives Higher Rankings and More Sales
Simply listing products on Amazon and hoping for sales isn’t enough. As there are so many sellers competing for customer attention on the platform, it now takes more than just putting products up for sale to bring in sales; using Amazon SEO (Search Engine Optimization) has become an important tool for success on Amazon. If your products don’t show up on the first page of search results on Amazon search engine, then you are losing out on potential sales daily.
In this blog post, I will explain what Amazon SEO is, how Amazon SEO works, and how you can utilize it to improve your ranking and visibility and increase your sales volume.
Why is Amazon SEO important and what is it?
Amazon SEO refers to the process of optimising your product listings so that they rank higher in Amazon’s search results pages than a comparable product. The main focus of Amazon’s algorithms is to sell products rather than just show them information. As such, Amazon uses algorithms that prioritise products whose listings are most likely to convert to sales.
The benefits of being ranked high in terms of Search Engine Optimisation are as follows:
- Increased visibility of products
- Increased clicks
- Increased Number of Sales
- Organic growth without any additional advertisement spend
In conclusion, mastering Amazon SEO is crucial for generating greater profits through Amazon.com.
How Amazon’s A9 Algorithm Works
The A9 algorithm that Amazon uses uses two primary factors in determining which products will be shown to a consumer:
Relevance:
This factor determines how closely a product matches what a consumer searched for.
Performance:
This factor determines how well a product sold after consumers found that product.
If your listing contains relevant information about your product and converts into sales, you will be rewarded with a higher placement in search results.
Keywords Form the Basis of Amazon SEO
Keywords are crucial for the creation of effective SEO strategies in Amazon. They are the search terms that users will put into an Amazon search box.
Keyword Research Lists Best Practices as the Following:
- Auto-suggestions on Amazon.
- Analyzing competitor product listings.
- Focus on Buyer Intent (High Volume Search) Keywords.
- Niche Market Long-tail Keywords.
Strategically place and include natural keywords throughout your product listings without using excessive amounts of keywords.
Bullet Points That Generate Sales and Rank Well
While bullet points serve as a way to provide information about features, they also serve as a way to persuade customers.
Characteristics of High-Performance Bullet Points
- List the Top Benefits (not the features) of Your Product
- Use Secondary Keywords Correctly
- Address the Pain Points of the Customer
- Establish/Build Trust and Credibility
Well-Written Bullet-Points Help Increase Your Conversion Rate and, Consequently, Improve Your SEO Rank.
Product Descriptions & A+ Content
Descriptive content is often overlooked in terms of ranking potential when compared to title and bullet point capabilities, however descriptive content does greatly influence your conversion rates.
Optimizing Descriptive Content Best Practices:
- Utilize Storytelling as a Means to Communicate Value
- Respond to Frequently Asked Customer Questions
- Enforce Trust in Your Brand
- Use HTML Formatting as Necessary to Increase Readability
A+ Content Will Provide an Increase in the Visual Aesthetic of Your Product which Will Lead to Improved Sales Through Increased Traffic. As a Result You Will Be Able to Use A+ Content to Increase Your Rankings.
Hidden SEO Gold: Back-End Search Terms
Many sellers on Amazon include their own back-end search terms that never appear to potential buyers – though Amazon does.
Back-End Keyword Tips:
- Include Alternate Spellings and Synonyms
- Do Not Repeat Front-End Keywords
- Use Spaces Instead of Commas
- Use the Maximum Allowed Characters
With this hidden section, you can increase your product’s ranking with more search terms while keeping your listing clutter-free.
Optimizing Descriptive Content Best Practices:
- Utilize Storytelling as a Means to Communicate Value
- Respond to Frequently Asked Customer Questions
- Enforce Trust in Your Brand
- Use HTML Formatting as Necessary to Increase Readability
A+ Content Will Provide an Increase in the Visual Aesthetic of Your Product which Will Lead to Improved Sales Through Increased Traffic. As a Result You Will Be Able to Use A+ Content to Increase Your Rankings.
Images & Conversion Rate Optimization
While images do not have a direct impact on SEO rankings, images greatly impact conversion rates which is something Amazon tracks very heavily.
Image Optimization Best Practices Include:=
- Always use high-resolution images.
- Display your product from as many angles as possible.
- Include lifestyle images in your product listings.
- Use infographics that illustrate the benefits of using the product.
- More/better images will lead to increased conversions; therefore, higher rankings.
Sales Velocity, Ratings & Reviews
Amazon places an emphasis on products that are trusted by their customers.
Why Reviews are Important
- Higher ratings lead to an increased click-through rate.
- Positive reviews build buyer confidence.
- Higher sales volumes lead to momentum in ranking Improvements.
Encouraging legitimate customer reviews with continued high quality of your product will enable you to continue to rank well for the long run.
Amazon SEO vs Amazon Ads: Striking a Middle Way
Using Amazon ads is an effective way to promote your product, while organic SEO provides long-term benefits.
- Ads give greater visibility immediately
- SEO creates authority for the future.
- Combining ads with SEO produces excellent outcomes.
Supporting your SEO through advertising – in particular when launching a new product – can be an effective way to use Amazon ads.
Mistakes commonly made in Amazon SEO
- Keyword stuffing
- Failure to utilize backend search terms correctly
- Low quality product images or thumbnails
- Unoptimized Listings/Content for Mobile Users
- Updating product listings only based on data collected after launching a product on Amazon
By preventing these four mistakes, sellers will maintain their Search Ranking on Amazon and improve overall sales performance!
Utilize Amazon SEO as Your Business Advantage
The optimization of Amazon is not simply a singular process or task; it is a long-term strategic plan requiring research, optimization and continual enhancement to your product listings. If you have implemented the best practices for optimizing Amazon, then your products will be ranked higher, have a higher chance of converting, and continually providing sales to your company without relying solely on PAID ADS.
If you are uncertain if Amazon SEO is right for your business, or if it seems too time-consuming or difficult; then consider hiring a professional consulting company for their expertise in Amazon SEO. Caasto has been able to generate thousands of dollars in sales for many ecommerce businesses; and they continue to do so by providing their clients with high-quality product listing optimizations, keyword research, and performance driven results in a highly competitive marketplace.