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SEO Tips to Rank Your Products Higher on Amazon
Aloha, Amazon Seller!
Follow our guide and discover how to get your product on the first page of Amazon? What is Amazon SEO? And how does it work?
Start with putting yourself in your buyer’s shoes and figure out, how your customer buys what he wants to buy. He would do either Google or Bing search, or, if he is a frequent buyer on Amazon, he will do a search on Amazon.
Well, there are tons of different products sold on E-commerce platforms and on Amazon.com itself, so how do you make your product visible to customer’s search?
As always, you need to understand, how things work. There is a special Amazon search engine which helps customer to make their purchase decision, which drives them to Amazon. It is called Amazon SEO (Search Engine Optimization).
As in the case of any other SEO, if you fail to do it correctly, you will end up in poor sales because customers will be unable to find the item you are going to sell.
What Is Amazon SEO?
When you think of SEO, you would rather imagine it refers to your website ranking and attracting traffic. For the same reason it is used by Amazon: they want to attract relevant traffic which will convert to sales.
Amazon is a customer-centric company, and to make their customers happy and ensure that buyers find exactly what they want, Amazon implemented their own Amazon search algorithm, which works differently from Google or Bing's algorithm.
Why is Amazon Amazon Search Algorithm Important?
When a buyer searches for a product on Amazon, he enters keywords and sees the Amazon page with a list of products, ranked by Amazon in a specific order. Depending on the page layout, customers can see either 15 to 16 products on the page in the List view, or 24 to 25 products on the page in the Gallery view. Search results are displayed by pages and ranked according to the criteria set by the platform.
If your product is ranked low and appears on page 5 of its category, most likely buyers would not reach it. They would stay on page 1 and consider the products displayed on page 1. At least, three-quarters of them.
Okay, how do you climb to page 1? And how does Amazon select the products which appear on page 1? Amazon has its own Search Algorithm, which selects among millions of products listed on the platform and displays the results in the ranking order, considering the product metrics Amazon views as most relevant to the customer search.
How Does Amazon Search Algorithm Work?
To increase customer satisfaction on the one hand, and to maximize revenue per customer, on the other hand, Amazon implemented its own Search Algorithm – an A10 Algorithm. It has recently replaced Amazon A9 Algorithm to enhance search relevance, and to improve customer experience. It is somewhat different from Amazon A9 Algorithm; therefore, you need to consider this, and if you’ve built your SEO strategy on Amazon A9 Algorithm, it’s high time to review it.
When a shopper performs a product search on Amazon, the Amazon search engine first picks out the most relevant results, and after that ranks them in the order of relevancy.
The A10 Algorithm keeps an emphasis on product search relevancy, seller authority, and attracting external traffic to Amazon. The PPC advertising, though still valid, is attached with less weight. Accurate findings become more important than profitability, which means, that efficient Amazon SEO strategy becomes even more important for sellers.
What Аre the Search Criteria of the A10 Algorithm?
As A10 is an Amazon proprietary algorithm, they haven’t made public exact metrics accounted for by this search engine. However, we can outline vital criteria that matter:
- Seller authority;
- Sales History;
- Click-Through Rate (CTR);
- Conversion rate (CVR);
- Organic Sales;
- Internal Sales;
- Off-Site Sales;
- PPC sales.
How to Rank Higher with Amazon A10 Search Algorithm?
It is very important to know how to get your product on page 1 of the Amazon search. Stats show that majority of shoppers would not go beyond. SEO Amazon is your perfect assistant in this goal. Let’s analyze how you can optimize your product and help you rank it to the top of the search.
Optimize Your Product Listing
This is the most important thing to do. Whenever you think of improving your sales on Amazon, you need to start with reviewing your listing. Of course, you need to have a clear and relevant product description, bullet points, comparison with competitors some content convincing your customers that they need to buy from you and not from your competitor. You need to have professional pictures and videos.
What you also need to consider is Amazon keyword optimization. As your customers search the product by keywords, the product should be assigned a relevant category and the listing should contain proper Amazon seller keywords set.
You need to review your Amazon keyword research. You may consider Amazon autocomplete as a tip for keyword update, as it hints at the most frequently searched terms. And as always, consider your competitors’ listings and customer reviews as sources of keyword ideas. And keep in mind, that the keywords should as closely as possible match customer search terms as A10 would select your items by relevance.
Also, don’t forget to optimize your listing title in accordance with Amazon Style Guides and Amazon title character limit. The title should be eye-catching and have all the important information. As the mobile version should not exceed 70 visible characters, you need to keep it short.
Grow Your Seller Authority
An important factor influencing SEO for Amazon is a Seller Authority. It involves a low number of negative reviews, low return rate, variety of the product portfolio, Buy Box. If your product fits into a lot of categories, this is also considered a product portfolio extension.
Boost Your Impressions
This metric describes the number of times a product is seen on Amazon and partner websites, and also matters for the SEO for Amazon. If you want to improve your ranking and visibility for A10, the more of them you have, the better. Properly selected and wisely applied keywords would affect the metric, as well as an appropriate product category.
Improve Your Click-Through Rate
CTR shows how often do shoppers click on your item after viewing your listing or ad. It actually shows how efficient is your advertisement. A high CTR level indicates that there is a lot of incoming traffic to your listing. And the better listing you have, the more traffic is generated. However, this is not all. You need to convert traffic to sales.
Increase Your Conversion Rate
This metric indicates the ratio of the number of buyers visiting your product page to the shoppers who make a purchase. It is calculated by the formula:
Total Number of Orders : Total Number of Product Listing Sessions = Conversion Rate
A high conversion rate helps improve product ranking.
Create Consistent Sales History
For Amazon, it matters that you sell big volumes of good products. The sales volume affects organic ranking on the search engine result page (SERP). This is also one of the important factors accounted for by A10.
Grow Your Organic Sales
Organic Sales are generated when no marketing is involved in the trade. This kind of sales is majorly driven by perfect product listing, proper keyword set, and proper category selection.
Consider Internal Sales
Sales generated within the Amazon marketplace, like from the ‘frequently bought together’, ‘recommended,’ or ‘similar products’ section. This metric has more weight in the A10 Algorithm than it was previously.
Drive Off-Site Sales to Your Amazon Listing
Attracting external traffic to your Amazon helps increase ranking and reviews. This is a win-win game as Amazon would appreciate this as well and it capitalizes on A10. You can include links to your Amazon listings on your Facebook Ads, blog, or website. Get reviews from micro-influencers or popular bloggers and link them to your Amazon listing.
PPC Sales Still Matters
Though PPC campaigns are attached less importance by Amazon now, they shouldn’t be ignored. This is still a good tool to increase sales and get rid of the ‘sitters’ – the products selling slowly.
Enjoy your sales and don’t forget about your business analytics. Keeping track of your figures is a key to your account health and maximizing your profits. Get your easy and visual business analytics with SageSeller’s dashboards. Try them now, it’s free.