Amazon SEO is when a seller on the platform injects keywords into their descriptions, titles, etc in order to direct buyers to their products. Incorporating Amazon search optimization tactics into e-commerce descriptions is the most important element for running a successful online market. As well as this, using frequently searched keywords is essential. The more those terms are searched, the higher the chances are for a customer viewing your product. More views = higher ranks = more products sold!
How does Amazon's Search Algorithm work
Amazon's algorithm, also known as A9, is essentially a system that ranks which seller will be placed at each rank. This system works through each individual seller to do this. How it works is based on SEO. As mentioned before, the more Keywords a seller uses, the more likely it is that their product will be sold. A9 is capable of knowing which terms have been searched for the most as well as how many shoppers have bought or even viewed the products. From there, A9 ranks them. More specifically, the most searched for product will be ranked at #1, the next most searched product will be ranked at #2, etc. Thus because the buyers want to search for the best products and sellers to ensure they're receiving good quality items.
Here's how to improve your SEO rankings on Amazon
If you're not selling much, it's likely that there are problems with your SEO ranks. In order to improve your rank, it is essential that you have a good enough understanding of A9. After getting a clear idea of how A9 works, you will need to discover what the most searched keywords are. There are a few ways of doing so:
Analyze other sellers listings - This method is quite genius actually. As mentioned before, the most searched terms will be ranked at #1 and #2. Therefore you could explore how they have incorporated the keywords into their product pages. Don't copy them, just use their layout as a guide!
Customer reviews - Most buyers will revisit you page after purchasing to leave a review for other potential buyers. Searching through these reviews will expose how buyers are describing your product. Using this feedback could potentially be a great way to improve your descriptions and/or product title.
Autocomplete on Amazon's Search box - Similar to searching on Google, typing a single word into Amazon's Search box will generate a list of common phrases many customers have been searching for. Using those automated keywords within your product page could increase traffic to your page. However, you'll need to use the full keyword phrase otherwise customers will not be directed to your product.
Create high quality, keyword enhanced Amazon copy
Strategy #1 - Improve Backend Keywords
Backend keywords are those terms buyers are searching on Amazon to find a certain product. Including as many of those in your content as possible will increase your readability score.
Strategy #2 - Place Your SEO Keywords
These are different from the backend keywords. Your SEO Keywords should be used in your product's title, description, etc to explain your product while driving traffic to your page.
Strategy #3 - Add Extra Product and Keyword in the Entries
Adding more than just the bare minimum of keywords leaves a higher chance of your product being searched.
Your Product's Title
When formatting your product's title, make sure it's straightforward and appealing to buyers. It needs to be entirely relevant to your product in order for customers to view and purchase your product.
Your Seller Name
Including SEO tactics into your seller name as well could potentially increase sales and your overall rank. For example, let's say your seller name is "Confidence for Women". If a buyer is searching for something like "blouses for women", because they both include "for women", that could end up increasing traffic to your product page.
Your Amazon Backend Keywords
Amazon's algorithm is actually the only thing capable of knowing your backend keywords other than you. These keywords are hidden once the seller incorporates them into the backend keyword fields. This is where you would insert those popularly-searched terms from Amazon's autocomplete feature.
Your Brand Field
Your brand field is the little tag above your product's title. It links to all products that have been placed under the same brand as the product being viewed. This name always needs to match the product's brand in the title.
Your Product Description and Bullet Points
Your product's description is meant to be a mini summary of the product itself. Your goal is to keep the buyer engaged in your listing so you should keep it relatively short. Bullet points are a great, neat way to get information across in e-commerce web pages. These make searching for a product easier as buyers can just scan over them. Using your relevant keywords within both the description and the bullet points section is necessary.
Make sure your pricing is competitive
When it comes down to establishing an applicable price, this is where things can be a little tricky. Of course all sellers strive to make the most money selling on Amazon, but overpricing products is not the way to do it. If you're unsure what to set your price as, a good strategy could be analyzing products similar to yours. From there you can get an understanding of what it's worth. Remember: Overpricing and underpricing don't have a positive effect on your overall rank.
Keep an eye on your Amazon Conversion Rate
Your success as an Amazon seller is determined based on your sales, click-through-rate, and conversion rate. Amazon's conversion rate is basically a system that depicts traffic flow to the popular sellers and products. Increasing this rate is highly beneficial in the process of increasing your rank. Even if it only increases a small percentage. You'll want to keep and eye on your conversion rate and rethink your product page if it starts getting lower.
Have kick-ass images
Having high-quality product images is one of the most important steps when being a seller on Amazon. You'll need a good main product image along with several in-depth page images. The product image is going to be the first impression of your product. It's going to be the first picture buyers see while browsing similar products. This image needs to be good enough to make the buyer want to check out your page further. The images on your product page are the ones they will view to get a better idea of your product. These images should essentially present a story as to why your product is worth buying.
Take high-resolution images and find the right lighting
Higher quality images are a key part in increasing your conversion rate. These pictures need to be professional-looking and clean. As well as this, you will need good lighting. For this task, a ring light or a good lamp may be best to ensure there are no light changes or shadows.
Use a white background
Speaking of professional, clean images - when taking these photos using a white background is the best option. Not only does it make your product page look neater, but it also helps ensure that all attention will be directed towards the product. Using a white background also makes for less shadows.
Take photos from multiple angles
Buyers only have a general idea of your product before purchasing it. They don't know how it feels or looks from every aspect. This is why it's important to provide more in-depth images from multiple angles.
Answering Amazon Customer Questions & Answers
If you scroll down a products page and stop just before the reviews, you will notice a Q&A box. This section is used for interested customers to ask questions, give feedback, or help out other customers with similar questions. As a seller, it is important that you keep up on this section and honestly answer as many questions as ason as possible. This feature could also be beneficial towards improving your keywords, based on how the customers describe your product.
The bottom line about how to rank on Amazon
The bottom line is, Amazon is a huge company that's always expanding. With both buyers and sellers. All they really care about is sales and happy customers. Thus meaning the rest is up to you to manage as a seller. If you've been struggling with making sales, hopefully the steps provided have helped guide you in the right direction. If you're looking for further assistance, Amazon's Seller Guide could be worth checking into. Remember to use those keywords as much as possible and keep up on your conversion rate. Good luck and happy selling!
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