Amazon SEO: A Step by Step Guide for Doing Amazon SEO - Sourabh Nagori

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Monday 8 June 2020

Amazon SEO: A Step by Step Guide for Doing Amazon SEO

If you want to nd out how to increase your rankings on Amazon, you’ve come to the right place! This is the ulti step-by-step guide to Amazon SEO and ranking optimization.

Amazon SEO: A Step by Step Guide for Doing Amazon SEO


In this comprehensive guide we’ll cover:

PART 1 (Theory): Understanding Amazon SEO

What is Amazon SEO?

How does the Amazon ranking algorithm (“A9”) work?

PART 2 (Hands-on): How to optimize your product listing for Amazon SEO

Step-by-step instructions to optimize your products, including

How to create listings that convert

How to use images to increase click-through rate and conversion rates How to research and optimize keywords

and lots more

Note that Amazon continually changes its algorithm.

What is Amazon SEO?

Amazon SEO means optimizing your product listings to appear at the top of the Amazon search results (for all re keywords). 

Amazon SEO = Optimizing Product Listings = Better Rankings = More Visibility = More Sales 

Just like on Google, buyers on Amazon enter a keyword to nd what they are looking for and just like on Google, mainly click on the first few results and rarely click on a product on the second, third, or any further page.

If you’re selling on Amazon, this means that the rankings on Amazon are the most important success factors for business: The higher you rank, the more you sell!

The ranking of a product is determined by an algorithm called “A9” (shorthand for “algorithm”). As this algorithm decides the fate of your success on Amazon, it’s a good idea to understand it a little better.

If you don’t want to know about the theory behind A9, you can jump straight to our hands-on, step-by-step guid we explain how to optimize your product listing.

How Does the Amazon Ranking Algorithm (A9) Work?

With millions of products to choose from, buyers perform hundreds of millions of search queries on Amazon eve month.

For every single search query, Amazon needs to decide — within a few milliseconds — which one of the hundred millions of products it will show on ranking position number 1, number 2, etc.

Which factors does Amazon take into account to solve this very complex challenge? 

All three parties (buyers, sellers, and Amazon) share a common goal: they all want a transaction to take place! Amazon’s goal, therefore, is to build an algorithm that increases the number of transactions. To achieve this, Am places the product that shoppers are most likely to buy on rank #1, the second most likely on rank #2, and so on every single search query. In other words: Amazon has to rank all products by purchase likelihood.

All three parties (buyers, sellers, and Amazon) share a common goal: they all want a transaction to take place!

Amazon’s goal, therefore, is to build an algorithm that increases the number of transactions. To achieve this, Am places the product that shoppers are most likely to buy on rank #1, the second most likely on rank #2, and so on every single search query.

In other words: Amazon has to rank all products by purchase likelihood. 

Keywords and Performance Determine Amazon Rankings and Purch Likelihood

Amazon ranks products by purchase likelihood. That leaves us with the question:

How does Amazon determine purchase likelihood?

It appears to happen within seconds for the user, but behind the scenes, the verication of purchase likelihood i complex challenge.

Remember: There are hundreds of millions of products and hundreds of millions of search queries. The purchase likelihood of a product varies for every search query. 

Step 1: Keywords Determine If Your Product Ranks on Amazon AT ALL

In the rst step, Amazon lters out all products that are not relevant for the customer search query — by looking keywords.

If a product does not contain all keywords of the search query, it cannot appear in the search results (you see critical that you add all relevant keywords to your product — but more on this later in the “keyword optimization” 

This step is important because it drastically reduces the number of products that Amazon needs to sort by purc likelihood.

Step 2: Performance Determines HOW HIGH Your Product Ranks on Amazon (On Which Position)

In the second step, Amazon determines the purchase likelihood for the remaining products and ranks them in a order (a.k.a the Amazon ranking). To do this, Amazon looks at the performance of the products. 

Amazon SEO Strategy and the Amazon Marketing Flywheel

Once people nd your product and consider it relevant, they’ll probably click and buy it. The more people click a your product, the more generous the A9 algorithm will rank it. The higher your product ranks, the more people

This momentum will, in turn, increase your rankings and even enable you to put more resources into marketing i to drive your sales.

This process and strategy can form a self-perpetuating �ywheel between rankings, sales, and marketing initiati improves your sales.

PART 2: Step-By-Step Guide to Optimize Your Amazon Produ

Listings for Higher Ranking

Now that you’ve seen how the Amazon ranking algorithm (A9) works let’s get our hands dirty and take a look at can do to optimize your listing.

We’ll cover every step you need to take from creating your listing to making sure it climbs to the top after it’s live stays there: 

  1. Content: Creating and enhancing your listing content
  2. Keywords: Adding and optimizing the keywords of your listing 
  3. Maintenance: Ongoing optimization after the listing is live (e.g. managing reviews and leveraging Am to improve your rankings) 

How to Write the Best Amazon Sales Copy

  1. Focus on optimizing the following product content for Amazon SEO: Product title
  2. Bullet points a.k.a. Highlights a.k.a. Attributes
  3. Product description
  4. Additional product information
  5. Enhanced Brand Content (Sellers) & A+ Content (Vendors)

Want to create convincing product texts? Stick to these basic rules.

  • Inform: Provide all information necessary for the purchase decision in the description
  • Sell: Highlight the benets and USPs of your product in the description. Go beyond merely stating the features — tell your customers how your product can benet them.
  • Present: Formally structure information so that the customer can scan it easily and quickly. 

How to Optimize Keywords for Amazon SEO 

How to Conduct Amazon Keyword Research

Remember: Shoppers can only nd your product on Amazon if your product page contains all the keywords that shoppers use in their search. Your rst step in keyword optimization is, therefore, to identify all relevant keywor are some techniques and tools to do that.

Amazon Autocomplete

When you enter a keyword in the Amazon search box, autocomplete suggests search terms that Amazon custo f requently. 

Autocomplete is a valuable source of keywords based on searches conducted by real Amazon customers. 

Competitor Listings

Analyze your competitors’ listings to nd an array of relevant keywords.

To do this, enter one of the main keywords for your product in the Amazon search and analyze the top products i search result.

Customer Reviews

Take a close look at the reviews shoppers left on your and similar products. You will discover the exact terms buy describe your product. 

Sonar — The Free Amazon Keyword Research Tool 

Sonar by Sellics is a free keyword research tool designed explicitly for Amazon. Sonar contains a database of milli real Amazon search queries. Type in anything to nd a list of matching keywords, then download and use them f Amazon SEO. 

How to Add Keywords to Your Amazon Product Listing 

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Amazon SEO Keyword Rules — How Amazon Treats Keywords

Finally, to add your keywords efciently, you should adhere to some general keyword rules. Stick to the following guidelines to optimize the formatting of your keywords:

  • You don’t have to repeat keywords (e.g. in your backend keywords, use ‘wallet men leather’ instead of ‘w wallet leather’). Repetition shows no positive impact on ranking. Instead, use the valuable space to add m relevant keywords.
  • Use either singular or plural. Adding both is not necessary. The exception: Long compound words in Ger Mehrzweckregal, Fitnessarmbänder) 

How do I optimize Keywords on Amazon? 

To optimize your listing, we recommend the following workflow:

Step 1 — Optimize backend keywords

Place as many keywords as possible in the backend keyword eld (also called ‘search terms’, or ‘generic ke before adding keywords to your content. This practice will keep your content highly readable. For vendors sellers, as mentioned before, to get all of your keywords indexed, don’t use more than 249 bytes (including and punctuation). Use spaces (sellers) or comma/semicolon (vendors) to separate your backend keywords remember the general keyword rules.

Step 2 — Place remaining keywords in the product content (i.e., title, bullet points, product description

Always keep readability and the user experience in mind when adding your keywords. You do not have to keywords you already covered in the backend to your product content. In terms of Amazon SEO strategy, r the keywords in different locations has neither a negative nor a positive effect on ranking.

Step 3 — Fill in additional product and keyword fields

We already mentioned that additional product and keyword fields can improve the searchability and visit products through Amazon search filters (page navigation). You should, therefore, try toll in these fields completely.

As soon as your keywords are in place, we recommend that you measure your optimization success and r review the ranking of your product with a keyword ranking tracker such as in the Amazon SEO tools in Sel Edition and Vendor Edition. 

FAQ About Amazon Keyword Optimization 

Which field ranks best? Where should I place my main keywords?

It’s true: Amazon keyword fields used to be weighted. There was, for example, a slight positive ranking effect for that contained a keyword in the title. Amazon has, however, removed this weighting (see this algorithm update more information).

As long as you enter the keyword in an indexed eld, it makes no difference where you place it in your listing. Ins Amazon now relies even more on the keyword-specific performance of a product (click rate, conversion rate, sale

The focus now lies on readability: Instead of stuffing keywords (especially in the title), Amazon wants you to focus conversion-optimized content that complies with their guidelines.

Should I repeat my keywords to rank higher for them?

No. Keyword repetition shows no positive impact on ranking. Use the space to add more relevant keywords.

Can I increase the number of indexed keywords by spreading them across a variation

Kind of. The main rule still applies: Your listing must contain the relevant keywords for buyers to nd it — but if y pressed for space, there is a workaround.

A parent listing will automatically update all child listings with its bullet points, description, and backend keywords means can feed the parent listing a basic set of primary keywords, and its child ASINs will rank for them, too.

In a second step, you can now add long-tail keywords that are specific to each child ASIN. This way, you increase the number of possible keywords — and the chances that shoppers and at least one of your variants.

As soon as they open it, they will also see the other variants that previously weren’t displayed in the search result

For more information on the relationship of keywords in parent/child listings, check out our January 2019 Algorit Experiments.

Amazon PPC Improves the Organic Ranking of Your Product

But now the important part for your rankings: The organic ranking of a product depends immensely on its performance in particular how well it sells. Unlike Google AdWords, this also applies to sales that derive from Amazon PPC ca

An increase in sales due to PPC improves the overall performance of the product and, in turn, the organic ranking

This feedback mechanism is especially helpful to improve the organic visibility of new products, a process that otherwise takes much longer. 

Amazon SEO: The Bottom Line About How to Rank on Amazon

Amazon SEO Just Like Google Changing day by day, Keep Updating Your Process

1 comment:

  1. This is very informative and useful blog about Amazon SEO. Thanks for share is Knowledge with us.

    ReplyDelete

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