When discussing SEO strategies, the topic is often associated with Google or Bing search engines. However, your website is not the only place where SEO is applicable, as several other online platforms and digital assets can be optimized for enhanced visibility, increased traffic, and overall improved performance. One such digital marketplace where search optimization benefits businesses is Amazon, a bustling online platform designed specifically for sellers and buyers.
By outsourcing Amazon SEO to professional SEO services, businesses can improve product visibility, drive targeted traffic, and ultimately boost sales and revenue in the highly competitive marketplace.
What Is Amazon SEO?
Amazon search engine optimization refers to the strategies and techniques implemented to optimize the product listings of a brand to enhance online visibility and rank higher on Amazon search results. The optimization process for this e-commerce platform is slightly different, as its search engine algorithm, known as A10, prioritizes conversions over information. Unlike traditional SEO, which focuses on content, backlinks, and site structure, Amazon SEO centers on factors such as sales performance, customer reviews, keyword relevance, and product details to drive conversions and improve rankings.
The Components of Amazon SEO
Amazon leverages its vast amount of data on customer behavior, preferences, and past purchases to create optimized product listings. Here are the key components of Amazon SEO that contribute collectively to improving visibility, attracting more customers, and ultimately, boosting sales:
- Search box – The most common way customers find products is through search box, so conducting keyword research is crucial to find the keywords, phrases, or the product names used by shoppers.
- Search filters – Once the results are displayed, shoppers can narrow down and filter searches based on price range, brand, category, and ratings, guiding customers to find their products faster.
- Search results page – The search results page is determined by the algorithm A10 to display search results based on how closely the products match the shopper’s search query.
- Best seller rank – Best seller rank is a metric that ranks top-selling products in specific categories, indicating the product’s popularity, sales volume, and positive reviews in relation to its competitors.
- Sponsored listings – Placing advertisements on search through appearances within search results, category pages, and outside on third-party websites drives better visibility for products.
- Recommendation – Brands can increase visibility through prominent display in areas such as personalized recommendations or the “Frequently bought together” section to tailor items based on a customer’s browsing history, past purchases, and wish lists.
- Voice search – With the rise of Alexa, some customers use voice search to find products, and they are influenced by factors such as previous purchase history and product availability.
How Amazon’s Algorithm Determines Product Rank
To understand how your brand ranks in search queries, it’s essential to know the key factors that influence Amazon’s algorithm, now known as A10, which has evolved from its earlier A9 version. Amazon SEO is distinct because it focuses on optimizing product listings for Amazon’s search algorithm, which is driven by sales performance and customer behavior.
A10 acts as an intermediary between buyers and sellers, connecting shoppers with the most relevant products. It analyzes a number of signals, from sales history to product descriptions to pricing strategies, ensuring that each search result is personalized and tailored to meet the needs of every shopper.
Here are the key factors affecting A10 ranking on Amazon:
- Organic sales – The algorithm prioritizes organic sales amount and sales velocity, directly impacting your product’s ranking over relying on paid ads.
- Seller Authority – A10 considers the seller’s authority by assessing various performance factors such as customer feedback, product quality, and consistent stock levels, ensuring your product stays visible and ranks higher.
- External traffic – Driving high-quality external traffic to your product page through social media or blog posts can signal relevancy to Amazon’s algorithm.
Other factors include:
- Conversion rate – The marketplace favors products with higher conversion rates, so the more visitors convert into buyers, the better your product will rank.
- Keyword relevance – Amazon’s algorithm considers how well a product matches the search keywords used by customers. So, incorporating valuable, relevant keywords is crucial to rank in organic search results.
- Customer review and price competitiveness – Higher positive reviews, ratings, and competitive pricing relative to similar products play a key role in improving search rankings.
Best Practices for Optimizing Your Product Listings
- Keyword Research
Amazon’s search algorithm prioritizes “root keywords” over exact phrases, allowing your listings to index for user queries that include variations or related terms of the keyword. This approach enables the platform to better understand user intent and expand the potential audience, ultimately increasing overall visibility. Leverage search bar suggestions and SEO tools to conduct keyword research and implement them strategically in product titles, descriptions, and backend keyword fields.
Here’s a list of the types of keywords distinct to Amazon SEO strategy:
- Short-tail – This refers to the core short search term that describes the main product, such as “coffee maker”, “Laptop”, or “shoe rack”.
- Long-tail – These are more specific, longer phrases that better capture niche search intent, such as “Noise-cancelling headphones for travel”.
- Branded – Branded keywords are search terms that include the specific brand name in the phrase and are highly targeted to capture shoppers already familiar with the brand. An example of this type could be” Sony wireless headphones” or “Dell XPS 13 laptop”.
- Backend – These hidden keywords are entered into the backend search terms field for better optimization. Although not visible to users, these are critical for Amazon’s search algorithm.
- Optimize Product Titles
The product title plays a crucial role in search ranking and discoverability on Amazon. To optimize your product title for better visibility, it should incorporate relevant, high-traffic keywords at the beginning while remaining clear, concise, and descriptive. The goal is to reflect the product’s essential features without compromising readability. Avoid keyword stuffing, and instead ensure that your titles align with Amazon’s guidelines for compliance and clarity.
Here are some tips to optimize your product titles:
- Although Amazon allows up to 200 characters in the title, it’s recommended to keep it between 60-80 characters.
- Use numerals such as “2” instead of written-out numbers like “two” to save space and enhance clarity.
- Placing your brand name at the beginning of the title strengthens brand recognition and boosts search result rankings.
- Mention key features such as product type, size, color, and any standout features that define your product.
- Highlight unique selling points such as “USB charging”, “Eco-friendly”, or other aspects to differentiate your product from competitors.
- Write Compelling Product Descriptions
Crafting compelling product descriptions is about balancing clarity, information, and keyword optimization. Begin by highlighting key features and benefits that resonate with your target audience, using concise yet descriptive language. Incorporate relevant keywords and mention details such as materials, quantities, dimensions, instructions, and warranties for in-depth details that customers seek. Focus on solving customer problems, emphasizing how the product enhances their life or meets specific needs. Add a dash of urgency or exclusivity, like “limited stock” or “best-seller,” to encourage immediate action. Finally, ensure your tone is engaging and informative, creating a description that not only drives traffic but also converts browsers into buyers.
- Highlight Key Details with Bullet Points
Online customers want skimmable product details, so using bullet points is an effective way to balance between information and user experience. The product features section is also another area that is crawled and indexed by algorithm, so incorporate relevant keywords to improve rankings. Keep each bullet point concise and to the point, as lengthy descriptions can overwhelm potential buyers. Short, digestible points allow customers to quickly scan and identify the most important product features without having to sift through dense text. Don’t forget to periodically update your product features to reflect any changes or new improvements, ensuring your listing stays fresh and aligned with customer expectations.
- Optimize Image and Video Elements
High-quality photos and videos can dramatically increase your product’s appeal. They provide shoppers with a comprehensive view of key features from various angles, while close-up shots highlight intricate details, helping customers gain a deeper understanding of the product. Optimize your image and video files for fast load times and accessibility features without sacrificing quality. Quicker load times enhance the user experience and lower bounce rates, which ultimately boosts your Amazon ranking.
Additionally, use descriptive alt text with relevant keywords to boost visibility and help Amazon’s algorithm index your content for better discoverability.
Maximize Brand Visibility with Outsourcing
Outsourcing Amazon SEO to a reliable search engine optimization company can significantly enhance your brand’s visibility, drive traffic, and ultimately, boost sales. Third-party SEO experts can streamline the entire process, from keyword research and product listing optimization, to ensure that their listings are fully optimized to meet Amazon’s guidelines. By entrusting these tasks to experienced professionals, businesses can focus on their core operations while maximizing their sales performance, conversions, and a stronger overall presence in a highly competitive digital marketplace.
