Amazon SEO or Amazon Search Engine Optimization is carried out for the same reasons that one would optimize content for other popular search engines like Google – to enable Amazon’s product listings to rank well and high on Amazon. In a nutshell, both Google and Amazon share the motto of better and enhanced user experience.
Product descriptions and Product listings are key factors of Amazon’s online retail program. When developed correctly in theme with SEO, Amazon allows its sellers to rank and its shoppers to find the products they are looking for easily.
Components of Amazon Listings
Essentially, Amazon SEO comprises of the following categories:
- Keyword optimization
- Product title optimization
- Backend Keywords
- Optimization of Product Images
- Pricing strategies
- Amazon’s A9 algorithm
In terms of picking the right avenues and methods of SEO, there might be a few subtle differences in the way different components are optimized, but the blanket purpose of Amazon’s SEO optimization is to create clear-cut, definitive content.
Here’s a brief overview on how to optimize Amazon’s Product Listings.
In order to drive online traffic toward product discovery effectively, SEO specialists need to adopt a unique and all-inclusive approach.
Amazon’s A9 Algorithm
Amazon uses A9, its very own algorithm to analyze product searches. Simply put, A9 is a ranking tool that determines where products appear for a specific keyword on the Amazon search engine results page. Depending on the searcher’s likelihood of buying the product, Amazon uses A9 to rank its products.
On level one, Amazon identifies the keywords provided in a search query. If your product listing does not contain most of the keywords provided by the searcher, it’s likely that your product won’t show up in the search results. This probably explains why, as a seller, you need to take keyword optimization on Amazon seriously.
On level two, Amazon works to determine whether the customer is likely to purchase the product. This assessment is mainly dependent on whether your product has performed decently in the past. In order to derive this, A9 analyzes certain metrics at the keyword point.
First it checks the click-through-rate otherwise known as CTR. Then it checks the conversion rates on the product page. Lastly, it calculates the overall sales. Sometimes, it’s just a combination of correct keywords that can help your product get more clicks or conversions.
In cases where a searcher is looking for certain specifications in a particular product, and those keywords are present in your product’s description–Bingo! Your listing will rank and the searcher will, in all probability, go ahead and click on your product and maybe even buy it.
To boost your product’s conversion rate, sales, CTR, and overall ranking, you could use different channels and tools to increase your Amazon SEO ranking.
Optimizing Product Titles
Just like how Google optimizes its page titles, you can do the same for your product titles on Amazon. As far as product page rankings are concerned, the optimization of product titles is vital. A substantial and weighty product title may displease searchers. To make sure this doesn’t happen, it’s best to optimize titles with strong and concise keywords. It’s recommended to use not more than 200 characters in the product title. This is just one such rule among many others that must be followed while optimizing Product Titles on Amazon.
- Make sure your title content is descriptive, yet to the point. Avoid using fluffy words, curate a straightforward title. The idea should be conveyed in a concise and easy-to-consume manner
- The initials of each word in the title, except for conjunctions, must always be capitalized in upper case
- When it comes to using numbers in your product title, stick to using numerals or digits and avoid spelling out the numbers. The only exception to this rule is if the product or its brand name has a spelled-out number in it
- The use of symbols, signs, question marks, quotation marks, and exclamation marks are a complete no-no. Avoid using them in the title unless the brand name itself has one
- All words related to measurements and country-specific currency should be spelled out Avoid using signs and symbols to present them in the title
- Words like bestseller, must try, on sale, and other promotional jargon is best avoided
- Go easy on the keyword in the title. Try not to overload the title with several keywords or repetitive keywords. Keyword stuffing is always a no-no at any point in the listing
Usually, every category’s product title is created in a definitive style or format. Sticking to this formula is the best practice. It always starts with the brand name and the name of the product. However, in the case of some categories, product titles may be slightly different from those of another category. Nevertheless, they generally contain any of these elements:
- Amazon Standard Identification Number (ASIN)
- Product-specific style or pattern
- Product size and variations
- Product quantity (no. of pieces in a pack)
- Color variations if any
Optimizing Key Product Features
To elaborately present Key Product Features on your product page, start by determining your product’s five most unique features. The feature list should ideally comprise features that make your product stand out and something that the customer is browsing for. Elements include the age of the target customer, the product’s safety details, size or measurements, and so on. Always use bullet points.
Here’s what you should keep in mind while optimizing Key Product Features:
- The first word in each bullet point must always be in uppercase
- Just like the product title, use digits or numerals while mentioning numbers
- Remember, bullet points are simply fragmented sentences and they must not end with a period or another type of punctuation
- Make sure the product features are genuine and precise, and are detailed
- Avoid mentioning the price of the product
- Do not mention any competitors in the product feature list
- Using promotional or suggestive words is strictly forbidden
- Never give out any other specifications like shipping details
- All words related to measurements must be spelled out
Optimizing Product Descriptions
Under product description, feel free to mention any or all the other properties and qualities of your product that are not already highlighted in the Key Product Feature section. You can also use this space for informative FAQs. Product descriptions can be written in a paragraph format with proper paragraph breaks.
Stick to not more than 2000 characters in your product description. If the description is longer than 2000 characters, you could lose the interest of the customer. Use bold fonts to highlight and attract attention to key points.
Follow what Google does and present the customer with the most valuable and useful information first; then move on to other not-so-important information.
While product descriptions allow you to be slightly more creative with content as opposed to the product key features and titles, Amazon will remove your product page from the site if you mention any of the following things:
- Name of Seller
- Website URL or seller’s email ID
- Any other product information that does not pertain to the actual product
- On the page
- Promotional jargon
- Confidential company details
Optimizing Backend Keywords
The most common way to distinguish between Amazon’s product page optimization and Google’s Web Page optimization is keywords. Unlike Google, Amazon relies heavily on metadata and backend keywords. To ensure foolproof optimization of backend keywords, make sure that keywords are:
- not more than 250 characters long
- always uploaded in the .xml file format or .csv file format
- able to match common keyword phrases
Tools for The Best SEO
SEO tools can help spotlight user search trends on Amazon to help you understand the intricate functions of SEO and how it affects your product’s sales, rankings, and conversion rates. Use the AMZScout Keyword Search Tool for finding the most relevant keywords.
The algorithm identifies and suggests a bunch of useful keywords that can help buyers find your product. The number of keywords you put in is directly proportional to the quantity of products you sell. If you key in more keywords, Amazon will automatically urge customers to buy more of your products.
Rank and Grow with SEO
Make the best of what Amazon and its many tools have to offer and use Amazon’s SEO stipulations to your advantage.You’ll find some great tips and strategies to create awesome Amazon listings in this article and improve the ranking of your product page on Amazon. If you can boost your product with correctly optimized and well-integrated content and images, you can increase conversion rates.
As conversation rates go up, so will the ranking of your product page. List your features to sound like benefits, keep a customer-centric approach, describe your products like a story-teller and always leave some room for surprises.