Amazon has made many businesses a lot of money. Its unprecedented growth has transformed the world of eCommerce.
And yet with all this, sellers are facing more competition than ever. It’s becoming increasingly difficult to get a product on page 1, let alone becoming the top-ranking product.
This is why we are writing this article.
Here are some of the best Amazon SEO tactics you need to know to get your products further up the SERPs.
Become familiar with how Amazon ranks in the first place
Amazon’s product ranking system is controlled by an algorithm named A9. A9 uses simple keywords as the major part of their ranking criteria.
To quote them directly:
“Customers must be able to find your products before they can buy them, and searching is the primary way they can do that.
Customers search by entering keywords, which are matched against the information (title, description, and so on) that you provide for a product.
Factors such as degree of text match, price, availability, selection, and sales history help determine where your product appears in a customer’s search results.
By providing relevant and complete information for your product, you can increase your product’s visibility and sales.”
So, to rank a product on Amazon, the product listing must aim to meet each of these points.
Optimize the product title
If your product title is not
Titles must include product keywords, your brand name and a brief description eg the
Keywords are by far the most important aspect of a product title. They must relevant to the product, so it appears when searched for. If you have a few short and longtail keywords, use the primary keywords for the product title.
This is where keyword research and selection become very important. You should be using an Amazon tracking software that keeps an eye on how well a keyword performs for your product.
The best product listings have their most relevant keywords at the beginning of the title. This is because customers can quickly tell that your product is what they’re after and A9 likes relevant keywords in the title as early as possible.
The more that you can satisfy what A9 wants from a product listing, the better.
Optimise the product features and descriptions
Product features play a large role in conversions. This section should focus around what the product does, rather than how it benefits the customer from using it. You should be looking to use secondary keywords in the product features section.
Another thing you need to know is that the features must be written in bullet point form. This makes it far easier for a customer to scan through and read what the product does.
Now for the descriptions.
This is the section where you say why the customer should buy your product, describing all the benefits they will get from using it. Like the features, the description is also important in terms of increasing conversions.
If possible, try and incorporate some high-quality images of the product. These should be different from the lead product images and focus on it being used.
If applicable, include a link back to your website in this section. From an SEO perspective, this affordable link building tactic (we say affordable, it’s free!) places a link in a very authoritative site, boosting rankings in Google at the same time.
Encourage product reviews
Amazon is very much aware that people will buy products that are favored by past purchasers. Having great product reviews are key to getting your product higher in the rankings.
Reviews are essentially social proof that you have a good product. Amazon is looking for products that have a high number of reviews because they
Products that have both a high number of reviews and high ratings boost conversions.
There are several ways you can get people to leave a review, the simplest being just by asking.
Once a sale has completed leave it at least a week for before following up with the customer to leave a review.
For newer Amazon seller stores, take a look at Amazon’s Early Reviewer Program. This is a service provided by Amazon that is aimed at getting new products reviewed.
Amazon reaches out to a random number of customers who have bought the product and asks them if they would be interested in writing a review. They will offer a small incentive to that customer in return.
Amazon will only contact customers that have an honest record when it comes to previous reviews. You can be sure that their opinion will be genuine.
If you’re going to use other methods to encourage reviews, be sure to check Amazon’s Terms of Service beforehand. The last thing you need is your account banned from selling activities, with little to no chance of successful appeals.
Back end search terms
The search terms section is only shown in the back-end of the listings. There is a lot of debate around this section, but
Simply place your primary keywords in this section, entering only one keyword per line.
Remember to not only input keywords people are searching, but change these if you find that, for example during your PPC campaign, some keywords convert a lot better than others. Always remember to mix the keywords up in the search terms. Do not just put the same thing but with connectors. It’s also worth considering using misspelled keywords here too. Mistakes can happen when typing so if your product has some words
Our guest author, Tom Buckland is the Founder of an organic marketing agency based in the UK. Specialising in increasing revenues on Amazon & Google, he’s the #1 ranked Amazon marketing consultant with http://amazonseoconsultant.com/ & the owner of HQ SEO.