When most people think about search engine optimization, the first thing that comes to their mind is Google not Amazon SEO. The fact of the matter is, however, there are many other search engines online that need to be considered. That is especially true if you are using Amazon for selling your products.
Expert Advice on Amazon SEO Tactics for Ranking Your Product
Amazon is more than an amazing marketing machine, it is a search engine that gets millions of direct searches each and every day. If you are able to position your products properly within the Amazon search results, you would be amazed with how many page views and sales it can generate. This is where Amazon Search Engine Optimization (Amazon SEO) techniques come into play.
Why is it important to consider Amazon directly as a search engine for your optimization efforts? Quite simply, because most of the people who are searching for something on Amazon are searching for the purpose of buying. That differs from Google, where somebody could easily be searching for product information or reviews. Yes, they also search for those reasons on Amazon directly but there are far more buyers who are ready to pull out their credit card and purchase what you have to offer.
There is a significant difference between the SEO necessary for ranking a product in Amazon and what may be done for ranking the product on Google. The good news is, when you optimize your product properly for the Amazon search results, it may also filter over and get you some Google love as well. It’s the best of both worlds.
What Is the Algorithm for Amazon Rankings?
You may have heard about algorithm changes in Google, and they tend to be named. Some familiar names include Panda and Penguin. Amazon also has its own algorithm, and is known as A9. This specific algorithm was designed to provide a better user experience and it uses factors that are similar to Google, including those that exist on the page and off the page.
That is basically where the similarities stop. Amazon’s A9 views certain things on your product page and if you have all of your ducks in a row, it can push you to the top of the rankings quickly. Of course, quick rankings are part of the equation. Long-term rankings are really what can make your business great.
The following 5 factors are exactly what you need for both.
One of the most important ranking factors for Amazon is gaining a lot of sales quickly. You would think that it was about the long-term sales that were produced by the product, but they are more interested in how many people are buying a product and how it is trending.
This can present a problem. Even a brand-new product may be able to overtake a long-term product because they get a lot of sales quickly. That is especially difficult during times of the year when people tend to be buying things regularly, such as near Christmas. That ranking may be short-lived, if they can’t maintain long-term product sales.
It doesn’t matter what search engine you are referring to, they are going to be interested in the on page content. This is also true with Amazon, but they work within their own website structure to make that determination.
For standard SEO associated with your website, you can change almost any feature in order to make it more search engine friendly. In Amazon, you have very few areas that can be modified and keywords added. That is why it is vitally important for you to place your content properly and structure it so that you can rank well in Amazon’s A9.
As is the case with any type of SEO today, you want to pay attention to how often you are using your keywords. Be sure that you don’t overuse it to the point where it could be considered keyword stuffing.
3. Clicks and Sales
Google tends to pay close attention to click through rate and the time that you spend on the page. Amazon also pays attention to click through rate, but in conjunction with the amount of sales that you are making. This is known as the click to sales ratio (CTS) and it may help you to outrank your competition if your page does a good job of selling.
One of the more important factors for ranking a page on Amazon are the reviews. Reviews can take on many different forms, but the most important is a verified review. This takes place when somebody buys your product through Amazon and then uses the same account to leave a review for that product. There are also unverified reviews, and they may help with your ranking as well, but not nearly as powerfully as a verified review.
Reviews are powerful, but a lack of them could drop your product page in the rankings quickly, even if you have a high click through rate and sales. Amazon is not only interested in making money, they want to offer a great user experience (which also helps them make money).
5. Amazon Keywords
This is where many people tend to fall short with their optimization efforts. Amazon will want to have seven keywords for your product when you upload it. These are different than keywords used as meta-tags, they help your product fit into internal categories on Amazon.
You can list your product under 2 categories when you upload it. Use the name of additional categories as your keywords. After your product has been online for a few weeks, you can contact Amazon directly to be included in those additional categories.
Search engine optimization is constantly changing, regardless of whether you’re talking about Google or Amazon. Taking the time to understand how to rank your product in the Amazon search result can really make a difference in your sales. This is not only true of your current sales that may be trending, it is true of your long-term efforts and keeping your business moving forward indefinitely.