When we think about SEO, we typically just think of Google. And, of course, you want high search engine ranks.
Your website, however, isn’t the only location on the internet where you may sell your goods. If you have an Amazon product page, you want buyers to be able to find it, just as you want your website to appear on the top search engine results page (SERP) for your industry keywords.
Failure to do Amazon SEO right, just like with regular SEO, will result in less traffic and fewer sales.
It’s vital to understand that Amazon’s search algorithm works differently than any Google or Bing algorithm in surfacing results. In a nutshell, there are way fewer ranking signals or factors than with typical SEO, which some say includes as many as 200 factors (though others dispute this).
You might think that this makes ranking in Amazon easier, but it’s not that simple. If you’re trying to analyze Amazon SEO from a web-SEO standpoint, you’re going to have a hard time. That’s because Amazon is primarily a buying platform, first and foremost.
An Intro to Amazon’s Search Algorithm
Amazon’s search algorithm is referred to as A9, just because the company of the same name that handles SEO for the company, which is a subsidiary of Amazon, is named A9. In its own words:
“We manage search and advertising technologies that are scalable, highly available, and cross-platform for our parent company, Amazon, and other clients.”
Understand that Amazon, as the world’s biggest ecommerce site, only cares about one thing: its bottom line, and therefore selling as efficiently as possible to its millions of customers.
While people perform all kinds of different searches on Google, many of which are informational searches, pretty much every Amazon search is transactional. That’s why its algorithm actually comes down to only a couple of things:
If you optimize your Amazon product page for these two, crucial ranking factors, you’ll end up converting and selling more on the site.
Both relevance and performance can be broken down into additional sub-categories, so we’ll look at each one in more detail.
Relevance-Related Amazon Ranking Factors
Good news: You’re able to influence these ranking factors directly by the strategic use of relevant keywords in the following areas of your Amazon pages.
Your Product’s Title
Probably the most important element of Amazon SEO, as far as relevance is concerned, is the product-title ranking factor. You’ll want to put the most relevant keywords for your product in the title.
The top 3 Amazon results for “mortar and pestle” all have those words in the product name
Here are some tips to optimize your Amazon product name:
- Include your brand name
- Include a clear description of what your product does
- Mention a specific ingredient or essential material
- Specify the color of your product
- Clarify the size of your product
- Make a mention of the quantity of your product (if applicable)
Avoid keyword cramming in your title since this will hurt your Amazon search ranks, as it does in the realm of white hat SEO. If you keyword-stuff, you risk creating a title that doesn’t read organically, which might make it appear spammy and lower your click-through rate.
Your Seller Name
Think about how your seller name affects your relevancy as a ranking element. Some marketers have discovered that including the primary keywords for the product in the seller name might help certain goods rank better in Amazon’s organic search results.
Consider the following scenario. The first result on Amazon for “American flag ties for guys” comes from a vendor named “Man of Men.” The term “men” in the seller’s name may be assisting them in achieving that rating. (If you remove the word “for males” from the search query, the results change.)
So pay attention to your seller name to eke out more gains in Amazon’s SERPs.
Your Amazon Backend Keywords
Backend keywords are essentially “secret” keywords that will only be utilized in the backend portion of your Amazon Seller Account. Their purpose is to inform Amazon’s algorithm that a certain product listing is aimed towards a specific keyword on the site.
If you’re looking for a search engine SEO analogy, consider these backend keywords to be the meta tags that tell Google what your page is about, allowing the search engine to choose when to show the page to those looking for specific information.
With their backend keywords, merchants may fill up five fields. Each line is limited to 50 characters. If you exceed the limit, the site will not index your backend keyword.
Here are five rules to keep in mind to successfully fill out your Amazon backend keyword fields:
- Don’t repeat any words
- Avoid quotation marks since they’ll limit your overall character count
- Don’t include too many variations of the same word
- Commas are ignored
- Include variations in spelling or synonyms
Your Brand Field
The brand field for a product appears on the product page (immediately above the title or headline) and connects to other search results for the same brand. When you’re listing your items, double-check that your brand name is spelled correctly.
Shoppers on Amazon frequently search for products based on their brand names, which is why it’s critical to always offer an appropriate name.
If your product has many brand names that you might potentially utilize, use a keyword tool to assist you to figure out which variant is the most searched for and use that.
Your Product Description and Bullet Points
These two are inextricably linked. Both inform your consumers about your goods, so take use of this opportunity to be both thorough and convincing. Naturally, you’ll want to add your most significant keywords in this section as well.
From a pure sales viewpoint, try hard to make the text legible, natural, and believable for the description. Follow recommended practices for ecommerce landing pages. Beyond the SEO benefit of incorporating your keywords, this will resonate with potential purchasers.
The same is true for the bullet points. Because bullet points are scannable and easy to read, your consumers will pay special attention to this section. Tell your consumers about the advantages of your product (rather than simply the characteristics), and provide important details such as ingredients and measurements. Incorporate your important keywords into these bullet points in a natural way to provide value to each piece of product information. Examine your competitors to see whether they’re providing more detailed information than you.
Performance-Related Amazon Ranking Factors
Performance factors are a bit harder to directly exert control over because additional considerations beyond keywords come into play. Still, it’s vital that you have an understanding of these, too, for optimized Amazon SEO.
Your Product’s Price
It should go without saying (at least it should) that the price you charge for your goods has a major influence on your conversion rate and the number of units you sell on Amazon. If your Amazon price is competitive in comparison to other sites offering your goods or products comparable to yours, your conversion rate should improve.
One aspect of this that’s sometimes overlooked is how your price compares to similar products in the same category on Amazon.
If any products in the same category are selling for less than yours, then two things likely will happen:
- You won’t sell as many as those similar products
- Amazon’s algorithm will prejudge that your product likely won’t sell as many as the others
Long story short: In either case, you’ll suffer from a lower Amazon search ranking if you charge too much relative to similar products, so don’t price yourself out of the Amazon market. Carefully compare what your competitors on the site and other sites are doing, and set your price accordingly and competitively.
If your price is higher, there should be a very clear reason why (such as more and better reviews).
Your Amazon Conversion Rate
Intimately linked with price, your product’s conversion rate is another highly significant performance factor in your search ranking. Unfortunately, it’s going to be challenging to learn how your conversion rate compares with much certainty, as you don’t really have access to Amazon’s analytics in the same way you would with analytics on your own ecommerce site.
Check Seller Central’s Detail Sales Page and Traffic under Business Reports & Reports for the greatest conversion data. The Unit Session Percentage, which is effectively the number of units purchased every visit, is what you’ll want to look at here. It’s the closest thing your product page will come to a pure conversion rate.
If your conversion rate isn’t great and you think it might be better, it’s time to examine some of the aforementioned relevancy criteria to see if you can improve your Amazon search rankings and/or persuade more people to buy with better product page text.
Your Product Images
Products that feature high-quality images consistently have a higher conversion rate, studies show. The same principle applies to your Amazon product page.
Amazon itself recommends bigger images in its Seller Central Product Image Guidelines, writing:
“Images should be 1,000 pixels or larger in either height or width. This minimum size requirement enables the zoom function on the website. Zoom has been proven to enhance sales. The smallest your file can be is 500 pixels on its longest side.”
Include high-quality photos that adhere to these criteria to guarantee that your product listings aren’t pushed to the bottom of the search results, lowering conversion rates. When your conversion rates improve as a consequence of these tweaks, your Amazon search-results rankings should improve as well.
Your Amazon Reviews
It’s safe to say that online reviews—which 85% of customers trust as much as personal recommendations—are another performance-related factor that figures into Amazon’s algorithm. Notice the correlation in Amazon’s search results and products with many reviews. The products that rank at the top for a broader keyword generally have more reviews, and higher reviews, than those lower down on the list.
From this, we can conclude that having more reviews has an impact on click-through rates and can lead to more sales, which in turn has an impact on the overall product ranking on the site. Of course, Amazon has in recent times cracked down on fake reviews to ensure better integrity, so don’t try to cheat the algorithm.
Simply send them follow-up reminder emails following a purchase, asking them to leave a review for what they just bought from you, if you want to attract more of your customers to submit reviews on your Amazon product page.
If you have bad Amazon reviews, check into what people are talking about and attempt to fix the issues with your product. Here are some additional suggestions for obtaining more and better Amazon reviews.
Eyes on the “Amazon’s Choice” Prize
Knowing what Amazon’s algorithm needs from you as a seller, which ultimately boils down to keeping Amazon’s customers happy, is the key to successful Amazon SEO. You may optimize your product page in a variety of ways, but they all boil down to two things: relevancy and performance.
If you optimize with these major considerations in mind, you should ultimately notice improvements in your search rankings, conversion rates, and sales.
Rank higher (and earn more sales) with Amazon SEO
Amazon SEO is essential for businesses selling on Amazon.
If your company doesn’t optimize your listings for SEO, you will struggle to sell products and turn a profit. That’s why it’s critical to either learn how to rank on Amazon or hire an Amazon SEO agency that does.
At Digitizal, we’re an experienced Amazon SEO agency, When you partner with our award-winning team, you can trust we’ll help your Amazon Store thrive.