In the advertising and marketing world, SEO refers to search engine optimization, and it means optimizing your content to ensure the best possible chance of being featured at the top of search results. This is often done through ensuring that the content and keywords you are using align with the needs of your customers and that your content is presented in a way that results in higher visibility in search engines.
Amazon SEO works in a very similar manner. It involves optimizing your product listings to improve your Amazon search rankings, which in turn improves your products’ visibility and results in more sales.
Like any other search engine, keywords and phrases are what customers are using to search for products on Amazon, and the search is the most likely place customers will find your products. Most users only look on the first page of results on Amazon, just like on Google; for you to get as many sales as possible, you need to use SEO to try to get as high as possible in the rankings.
Amazon uses a proprietary product ranking algorithm for its search engine called A9 (short for “algorithm”). It’s important to understand the basics of how A9 works in order to be able to properly optimize your product pages for the best ranking results.
How A9 Search Algorithm Functions
With so many queries from customers every minute, the A9 algorithm needs to be versatile and fast, calculating rankings within milliseconds for displaying on a customer’s search results page. So, it must take into consideration specific factors to be able to rank products. The primary factor is purchase likelihood, ranking products so that it gives the highest chance of a customer buying something.
The good thing for the A9 algorithm is the fact that when someone is searching on Amazon, they are specifically searching to buy a product so there is no confusion behind the intent of a search.
Keywords – The Key to Ranking
Keywords are the most important thing when it comes to Amazon SEO and getting your product ranking well in searches. There are hundreds of millions of products on Amazon, and with such a vast variety, there is a huge selection of keywords that could be used. Keywords are so important, that if your product doesn’t have all the keywords for a customer’s specific query, it won’t show up in the results at all. For example, if a customer were to search for “red sweater” and you are selling sweaters, but don’t have the keyword “red” in your product keyword list, then it won’t show up at all in the customer’s search results. This helps the A9 search algorithm because it drastically cuts down on how many items make it through the filter, so it doesn’t have to attempt to rank as many remaining results.
Product Performance – Determining Your Ranking
If your product makes it through the initial keyword filtering, then it needs to be ranked by the A9 search algorithm to decide the proper product ranking for the best chance of being purchased. The main method for this is determining the performance of the products in the past, and this is measured through CTR or click-through-rate, CR or conversion rate, and most importantly, sales. These key performance indicators are very important because they are from the steps that customers have taken to buy a product.
Optimize Your Product Listings
To maximize your CTR, CR, and sales for specific keywords, you need a product listing that has great appeal to customers, which includes a descriptive proper title, high-quality description copy, good review management, relevant product images, and using Amazon PPC. Make sure you are making your brand name visible in your titles and description for people specifically searching out your brand. As well, be very specific about describing your product, including materials, colors, sizes, ingredients, etc. Avoid keyword stuffing, though, and make sure your product titles and descriptions can be read in a natural way.
Amazon Backend Keywords
There are a set of keywords that are “hidden” from customers that you can set in your seller account backend for your products. These keywords are used by the A9 search algorithm, without having to overstuff product titles and descriptions. There are five fields available for keywords, with a 50 character limit. There are five rules you should follow for successfully filling out these fields:
1. Avoid quotations, they take up the precious character limit
2. Avoid too many variations on the same word
3. Commas are ignored
4. Don’t repeat words
5.Include variations of spelling or synonyms
Determining the Right Keywords for Your Products
Keyword research is important when it comes to getting your products showing up on customers’ search results. You must be able to determine all the possible relevant keywords for your products, and there are several ways you can do this.
Analyzing your competitors’ pages can give you a good list of keywords that you should be targeting as well. You can do this by just searching for your main keywords and checking out the competitors’ product listings. Tool4Seller offers Competitor Analytics to give you the best chance of being able to stay ahead of the competition.
A good place to find keywords is seeing what your customers are saying about your products, and how they are describing them.
When you start typing words into a search engine, you’ll often find that it offers to autocomplete suggestions, and you can use those suggestions to add keywords to your products if they are relevant since they are based on other customers frequently using them.
Tool4Seller: Online Seller Tools
Along with other features, tool4Seller comes with a keyword tool for you to search for specific keywords and find out what words are frequently searched alongside the keyword(s) you put in. tool4Seller offers you keyword analysis, and generation keyword choices and optimization suggestions for your product listings to better your rankings.
Mastering Amazon SEO to Boost Your Product Search Ranking
Through keyword researching, product page optimization and the use of online seller tools like Tool4Seller, you can better prepare your product listings to rank on the Amazon search engine. Understanding Amazon SEO, and then using it to your advantage, can give you an edge over your competitors and push up your game to maximize sales and profits. Just remember to always be vigilant, and be ready to make changes as they are needed to ensure you stay at the top of the search rankings with your products.