Why Is Amazon SEO The First Step To Winning Sales?
Have you recently entered the world of e-commerce business like Amazon as a seller? Do you already have an Amazon seller account but struggling to generate enough revenues? Is your product selling just enough and you want to increase your Amazon seller ranking?
If your answer to any of the above questions is “YES”
Do you know what Amazon SEO services are and how can to use it to optimize product listing?
Just as important is finding the right product to sell, so is optimizing listings. Don’t worry if you don’t know! After reading this article you will understand why Amazon SEO is a must to winning sales and how you can ace it to your benefit and profit! In this article, you will get to know:
- What is Amazon search algorithm aka A9?
- Why must you use Amazon SEO to increase sales?
- How Amazon SEO helps to optimize your product listings?
Let’s dig into the details.
What Is Amazon Search Engine Aka A9?
Amazon the ecommerce giant has replaced Google for informed product purchases. With much of the world’s adoption to ecommerce still at a growing stage, Amazon has a massive opportunity for growth and usage yet to come.
Unlike Google, Amazon’s search engine is primarily used by buyers to find and compare products and the prices of products they want to buy based on various factors like the price of products, reviews, et cetera.
A9 is Amazon’s search ranking algorithm that focuses on optimizing its search engine’s advertising technology. In simple words, it provides you, the seller, with an interface that is easy to use by populating all the data relevant to your product.
Now, you might ask why Amazon SEO is so important and why must it be your stepping stone to increase sales? Well, most of the time buyers don’t even browse past the first 3 pages of the product search result. Therefore, for your product to sell well, it HAS to rank higher in the search result which means you MUST do Amazon listing optimization regularly to increase the visibility of your product on the web-store.
Why Must You Use Amazon SEO To Increase Sales?
Amazon’s search engine is developed to provide the best shopping experience to its millions of customers scattered throughout the globe. Thus, the algorithm of A9 is developed to make search and purchase process easier. There are 2 main factors that the A9 algorithm uses to rank your product:
- Relevance Factor – How relevant your product is with the buyer’s search query?
- Conversion Rate – What percentage of visitors are buying your product? You can rank higher in Amazon’s search if you have a strong sales history.
To improve the selling prospects of your product on Amazon, you, therefore, have to know how to utilize your Amazon SEO knowledge. To begin with, Amazon SEO is all about improving the likelihood of your product’s purchase. Amazon’s A9 algorithm boosts the website’s search box where buyers enter their search queries. There are a number of criteria on which the algorithm selects which products to display as well as the products’ rankings. Among them the three main criteria are:
- Search word relevance
- Preferences of previous buyers
- The number of past purchases of that particular product aka the sales history
As a seller on Amazon, you have to keep in mind two things:
- Most customers’ search for a product is restricted to the first 3 listings.
- The first 3 products displayed on the first listing usually garner most profits.
I’m sure that by now you have begun to catch on how A9 algorithm works and how crucial it is for to rank high in search results. This is why it is imperative to use Amazon SEO to optimize your product if you want to increase sales on Amazon web-store.
So, let’s dig deep into how Amazon SEO works and how you can utilize it for listing optimization and winning sales.
How Amazon SEO helps to optimize your product listings?
The first step of increasing your Amazon sales number is to make your product relevant to customers’ search queries. This will not only help with the sales but also increase your Amazon sales ranking. An optimized Amazon product listing depends on the following factors:
1. The Product Title
For the title of your products, keywords play the main role as Amazon focuses more on keywords than anything. To get an idea, you can go to the Amazon web store and enter your primary keyword into the search box. The search result will show you how your competitors are using the keywords. To target, most of your customers, use high volume keywords for your product as your sales rely on it.
Don’t overstuff your product title with keywords. Although it was a common strategy earlier, keyword stuffing now can have a negative impact on your sales.
Here’s what you should include in your title:
- Brand or Product Line
- Product Type
- Packaging or Quantity
- Size (if applicable)
- Color (if applicable)
- Material or Key Feature
You can try the following method to come up with an effective title:
|Primary Keyword (1-3 keywords that accurately describe your product like brand, product line etc.) + Secondary Keyword (keywords with high search volume that describe your product) + Benefit Keyword (keywords that buyers use to search for your products. Benefit Keyword should let buyers decide why they MUST buy your product) + Other Details Keywords (mention Size, Color, Quantity) (only when applicable)|
Don’t include these things in Product Title –
- Use of All-Caps
- Seller Information
- Promotional Messages like “Sale” “Big Discount”
- Suggestive Commentary like “Best Seller”
- Symbols such as #, ?, $, !
2. Product Image Optimization
After your product title, the next important thing to focus on is the images of your product. Unlike physical stores where one can “see” and “touch” different products, e-commerce consumers are hugely influenced by the images because that tells them whether they are choosing exactly what they have planned to buy.
To get an overall sense of the product the buyers need to see images taken from all angles. Remember, online buyers, search for a product through the product title and decide about the purchase through the product images.
Here’s how you can select your product photos –
|1 Main Photo of the Product (that fills 80-90% of the frame)
3-4 Product Shots (your product being used in real life. This will help the customers how they can use your product)
3-4 Lifestyle Shots (ones that will be appealing to the customers where they can see your product being used in a desirable lifestyle)
3. Bullet Points
The third most important element of rank optimizations is using bullet points. Amazon does not allow sales of products that do not have a proper description in the “BuyBox”. Importantly, the A9 algorithm indexes the words that you use in your bullets. Therefore, bullet points not only give you the chance to explain the features and benefits of your products but also helps to identify your product during a search result.
Here’s what you should include in your bullet points-
- Features of the product like dimension, specifications etc.
- The benefit of the product like guarantees, warranties etc.
- Measurements of the product (if applicable)
- Start the point with a capital letter
- Numbers should be written in a numerical format and not in words
So, how should you create the points for your product? You can use the following method-
|1st Bullet Point (The most valuable feature/benefit of your product)
2nd, 3rd, 4th Bullet Points (feature/benefit of the product from most valuable to least valuable in descending order )
5th Bullet Point (mention refund/money back guarantee)
Don’t include these things in Bullet Points:
- Vague/flowery statements
- Company/Brand-specific information
- Pricing or promotional information
- Shipping, seller or company details
4. Product Description
Though product description has no direct effect on the ranking A9 indexes it which influences your product’s visibility. A well-written description with a strong call-to-action can be a deciding factor in increasing your conversion rate.
Here’s what you should include in your product description:
- Introduce your product (Write an appealing statement)
- Customer feedback/quotes etc. (if available)
- Features and Benefits
- Real life instances to help buyers understand how they can use the product
- Money back guarantee/ Call to action
List the technical and physical details like size, weight, technical specifications, etc. which will act as a deciding factor for the buyers to choose your product.
Don’t include these things in Product Description:
- Seller’s name and email address
- Website URL
- Company/brand-specific information
- Details about a different product that you sell
- Promos like “Free Shipping” or “Sale” etc.
5. Search Terms
Although this is not visible to buyers, entering appropriate search terms is useful as A9 indexes them. For the search terms use most appropriate keywords. To avoid repetition try to use alternative spellings and synonyms.
The backend search terms could also use common misspellings, abbreviations and use cases of your product.
A great listing that has a poor visibility wouldn’t make sales, at the same time a high visibility listing with poor on-page optimization does not convert to the top potential. The Amazon Listing Quality Index (LQI score) on the SellerApp analyzes product listings to aid optimization for Product Discoverability and Listing Desirability.
Now, you are all set to experiment on your own! But before you start, remember Amazon SEO is a continuous process which starts with enhancing product sales and including keywords in your product that will improve your Amazon seller ranking. Once you establish an elaborate purchase history, you can get a better conversion rate for all your products using Amazon SEO tips and tricks.
About the author:
Ankitha Nagaraj is the Customer Success Head at SellerApp. SellerApp is an automated eCommerce analytics platform helping sellers with Amazon PPC, listing optimization and product research.
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