Most Amazon shoppers don't go past the first page of Amazon search results. That's why it's crucial for businesses and retailers on Amazon to achieve a good ranking.
But how can you ensure that your products are found and sold successfully? Amazon SEO offers you an effective option: by optimizing your listings in a targeted manner, you increase the visibility of your products on the sales platform and increase your sales. In this article, you will find out which factors are important for optimization.
What is Amazon SEO?
As with Google and other search engines, you also have the opportunity with Amazon to optimize the ranking of your products with the help of specific SEO measures. Because just like a classic search engine, the search for products on the online marketplace is based on an algorithm, more precisely the A9 algorithm.
With the knowledge of which Google ranking factors are important for Amazon SEO, you can improve your Amazon ranking in a targeted manner.
Why do search engine optimization on Amazon?
For years, the number of sellers and products offered on Amazon has increased rapidly. Therefore, listing alone is no longer enough to be successful in the online market.
In addition, most users searching for products on Amazon only look at the first page of results and usually choose one of the first three results. Items that rank on the second or third page are often not even noticed.
In order to make your products visible to users and increase your chances of many sales, it is important that they are in the top spots in the search. The most effective way to do this is with SEO for Amazon.
How does Amazon SEO work?
As with classic search engine optimization, your top priority is to increase the relevance of your products. It is not known which ranking factors Amazon specifically takes into account. However, the so-called sales performance is considered the most important component.
The following are decisive for sales performance:
- Click-through rate (CTR for short): How many people click on your listing, i.e. on your product detail page, after seeing it in the results?
- Conversion rate (CR): How many people buy your product after seeing your listing?
In a nutshell, sales performance tells you how likely your product is to be purchased. In this context, it is clear that products with a high purchase probability receive the best rankings, because this is not only in Amazon's interest, but also in yours.
Measures to increase your purchase probability and, consequently, your relevance can be roughly divided into two areas: On-Page and Off-Page SEO. Below, we will explain what is important.
Amazon OnPage SEO: Make the product as attractive as possible
On-Page optimization of your product is an important part of Amazon SEO and has a huge impact on your item's ranking in search and sales. As a seller: On Amazon, you have several options to customize your listing and optimize it from an SEO perspective.
If possible, you should use all of these to create the best possible conditions for good placements.
Keyword research
Keyword research is essential for successful OnPage optimization. One way is to create a list of terms and synonyms that you can think of for your product.
Additionally, you can use the autocomplete feature to find valuable long-tail keywords. To do this, enter your main keyword in the Amazon search section, here you will find interesting suggestions that you can integrate into your keyword list.
More keyword research tips:
- Analyzing your competitors' listings.
- Checking search terms in the Amazon Brand Analytics dashboard.
- Using the Amazon Keyword Tool for keyword research.
Note: Long-tail keywords are usually very specific search terms that consist of multiple words. Although they usually have a low search volume, they are also less competitive. If you integrate these keywords into your listing or product page, you have a better chance of ranking highly.
Optimize the product title
One of the most important factors for good Amazon ranking and sales is the product title. This should be concise, clear and yet attractively designed so that it stands out from the crowd and users click on it.
It is important that it contains (if available) the brand name, relevant search terms and information relevant to the purchase decision.
Good to know: Depending on the type of product, the optimal design of the product title may differ. It is best to use the first search results for your topic as a guide.
Formula bullets
After the product title, bullet points are the most important source of information for buyers. They should answer all kinds of questions about your product, provide selling points, and highlight your unique selling points (USPs).
Since bullet points are also relevant for ranking, it makes sense that you place all important keywords here.
Add a product description and A+ content
Unlike bullets, the product description plays a subordinate role in your Amazon ranking because it is not indexed by the A9 algorithm and visitors can only find you after scrolling for a long time.
Google, on the other hand, includes the product description in the search engine, so you should still pay special attention to it so that your product lands in the Google SERPs and generates external traffic.
It should therefore contain all relevant information about the product, including important keywords, and inform your potential customers about the product. At the same time, it is important that the product description also emotionally appeals to the customer and convinces them to buy.
This works particularly well with so-called Amazon A+ content, with which you can visually customize your product description. Add images and develop your product description into a kind of brochure to encourage purchases.
Upload attractive photos
Meaningful product images are crucial to successful selling on Amazon. You have the ability to upload up to 7 photos for each product listing, and at least one is required to appear in search.
When designing the image, make sure it not only looks professional, but also demonstrates the actual use of the product. You can also use product images to highlight product benefits or USPs with graphics and text.
By the way: good photos not only increase click-through rate (CTR) in search, but also indirectly improve rankings by increasing conversion rate.
Amazon Off-Page SEO
In addition to the product title or product description, OffPage factors are also included in your Amazon listing ranking.
Positive comments
Customer reviews play an important role in successful sales on Amazon. They increase trust in your product and thus increase the likelihood of sales. Because many buyers base their purchase decision on the average rating of a product.
Items with no ratings or with poor ratings have corresponding difficulties. This is not surprising, after all, reviews are the only way to assess the quality of an item before buying it online. But how are you supposed to get positive reviews when your product listing is new?
The ways to generate lasting reviews are to offer a successful product, build a strong brand around yourself, and good customer service. Then the good ratings will come naturally over time.
Warning: You should refrain from buying Amazon reviews, as this is against the guidelines. Direct requests from customers to submit positive ratings are also prohibited.
Answering customer questions
Many customers on Amazon use the questions function at the bottom of the respective product page when they have open questions about a product. By answering these questions, you can remove any ambiguity and increase trust in the item and in you as a retailer.
In addition, a well-maintained questions section can lead to better rankings for the respective product by using relevant keywords in the answers.
Good to know: You can also answer questions with a video and demonstrate solutions to problems directly on the respective product.
If you sell on Amazon, good visibility of your listings is essential given the large number of competitors. With our Amazon SEO tips you can optimize the most important OnPage and OffPage factors. This is how you stand out from the competition, achieve better rankings and increase your sales figures in the long term.
Best of all, you can implement many tips without paid Amazon SEO tools or special knowledge. SEO for Amazon is definitely worthwhile - positive effects often appear within a short time.
