Usually when someone talks about “SEO” most people will immediately think of Google. What they don’t know is that the eCommerce SEO community is missing out on huge opportunity by focusing all efforts there. But Google is the biggest search engine right?
The fact is that if you are in the realm of eCommerce, Amazon should be much more important to you than Google. With over 368 million products listed, Amazon is an eCommerce king. But what makes Amazon stand out even more is that, unlike Google, the majority of people who go onto Amazon are buyers.
With this information, it goes without saying that if you are ranking well for your top key terms on Amazon, you are ranking to get actual sales, not just clicks. This is why Amazon optimization is absolutely crucial to a successful eCommerce strategy.
Like Google, Amazon has its own type of algorithm when deciding how to rank certain product listings over others. This product search algorithm is called A9. The official statement for A9 explains what goes into product ranking factors.
There are three main contributing factors to the A9 algorithm.
- Conversion Rate
- Customer Satisfaction and Retention
These factors vary from Google\’s algorithm. This is why you must approach Amazon SEO separately, and not just imitate your Google SEO efforts. When you conquer these three main Amazon ranking factors, you will be well on your way to a successful eCommerce campaign.
But what specific changes should you implement to target the main criteria of the A9 algorithm? These are 5 winning strategies to use for Amazon SEO for a successful eCommerce campaign.
1. Product Titles
Product titles on Amazon are the most important single factor to search. Using your target key terms here it critical in showing Amazon relevancy to those search terms.
A good amount of time should be spent targeting the proper key terms to use for your product. A good and FREE tool to find key terms with good search volume is Adwords.
Keep in mind that your product titles still need to stay clear and concise with all of your target keywords. If you keyword stuff your titles to show Amazon relevancy, but neglect user experience, your click-through rates and conversion rates will suffer and ultimately harm your rankings for those terms.
Unlike the standard 60 character maximum in title tags, some Amazon product titles allow for up to 200 characters. Amazon suggests using the following information in your product titles.
- Product Brand
- Product Description
- Product Line
- Materials and Ingredients
- Model Number
Using more key terms and information in your Amazon product titles is beneficial to your rankings and relevancy. This is unlike standard Google algorithm practices and goes against what conventional SEO’s believe.
For example, take a look at the top three ranking products for the term “hdmi cord” on 1/18/17.
These top three ranking products are all stuffed with important key terms and product information. Titles like these go against everything in conventional SEO, but we have to remember that ranking products on Amazon is different from Google.
2. Amazon Bullet Points
Do you remember when you added your Amazon product and it asked you for 5 features? You do not want to find yourself approaching these features willy-nilly.
It is arguable that these bullet points are more influential on search ranking than the description. Getting these optimized is crucial for your product to succeed.
In this section, your number one priority is to appease to the customer by highlighting the key 5 features that you want your customers to consider. Because these bullet points are located so close to the “Add to Cart” button, it is vital that you make your case here. Why does your customer need this product? What sets yours apart from your competitors’? How is this product going to improve your customers’ way of life?
Don’t forget to include your key terms here! Including your key terms in your bullet points is crucial for your rankings to improve. But unlike your title, the last things you want to do here is keyword stuff. Vary the way in which you use your key terms, some starting off your bullet points, some displaying towards the end.
3. Rich Product Descriptions
The product description is located about halfway down your product listing’s page. Keep in mind that by the time a potential customer scrolls down to this point you can imagine that they are showing interest in your product. This is why you need to offer rich content here to close the deal.
Today’s consumers are much more tech-savvy and detail oriented. If you miss important information or aren’t clear about your product, your potential customers will move on. You should include information on the materials and construction, controls and settings, parts and accessories, and any other information that is critical in the buying decision.
Check out your product’s “Customer Questions and Answers” section. If customers are asking questions about your product that are not explained in your description, chances are that you should go back and include that information.
You never want your customer to work for information, rather you want everything out on the table for them to finalize on a purchasing decision.
4. Relevant Amazon Keywords
Amazon Seller Central allows for you to directly input keywords for your product into a keyword field. This is an important opportunity to take to rank your product for additional keywords.
In this section, you want to include additional keywords that you did not focus on in your title, bullet points, and description. You should also stay away from including your brand or manufacturer, as you would be throwing away the opportunity to indicate to Amazon that there are other relevant key terms for your product. Instead, focus on new and creative terms that customers may try to find your product under.
A nice way to save time on finding these key terms is using an Amazon key term generator. I use AMZ Tracker to input relevant terms, it then generates other commonly searched terms on Amazon that I should target.
5. Product Images
Product images are huge in generating initial customer interest in your product over your competitors’ products. They also greatly weigh in on the shopper’s purchasing decision once they are on your product listing.
When potential customers convert into sales, your conversion rates improve, indicating to Amazon that you are relevant to your key terms, ultimately ranking your product higher.
One of the biggest factors missing with online shopping versus in-store shopping is the feeling of knowing exactly what you are getting. These images are a great way to instill confidence in your customer and let them know exactly what your product is.
It is important to include high-quality images at multiple angles that accurately represent your product. You will also want your images to be 1,000 pixels or larger in height or width to enable the zoom function. This function has been proven to enhance sales.
Ultimately using your product images to convert customers into sales will help you rank higher for the key terms that you are targeting. Amazon offers product image requirements for more technical specifications.
In conclusion, Amazon optimization is one of the most important types of SEO for eCommerce. Using these 5 winning strategies will get you on your way to a successful eCommerce campaign.
For more information or help with any of your Amazon SEO needs, feel free to reach out to us!
Now embark on the adventure that Amazon has to offer!