The importance of SEO on Amazon, or what many sellers ignore. One of the most popular reasons to sell on Amazon is to avoid doing your own SEO, but with active sellers counted in millions, you cannot simply upload something to Amazon and expect customers to find it without more.
SEO veterans will suffer an impact with this: Amazon is nothing like Google. They play according to their own rules, and everything they know is about to be thrown out the window.
These are the basics of Amazon search engine optimization, and how you can create and execute a strategy to rank products above those of the competition:
- 1 Understand the Amazon search engine
- 2 Google SEO, leave keyword density for dinosaurs
- 3 Sacrifice the style in your titles
- 4 Make each bullet point count
- 5 Create a great description
- 6 Use search terms and keyword fields for variations and difficult terms
- 7 Forget backlinking
- 8 Make sales
- 9 Get the coveted “Buy Box”
- 10 Provide exceptional customer service
- 11 Competitive price
- 12 Improve inventory tracking
- 13 Build your SEO strategy at Amazon
Understand the Amazon search engine
We are not trying to position on Google. Amazon optimization uses a very different approach (it is required to log in to Seller Central). They establish the following criteria to decide which products are classified in their search engine:
- Sales History
- How well your product matches the customer’s search.
- Its price.
- Availability. (Are your stock levels low? Do you have a habit of canceling sales because your products have been used up?)
- Selection. (Unfortunately, Amazon is not very clear with what it means by this. It could mean that they prefer listings with many options such as different colors and sizes.)
Now, let’s see how we can optimize Amazon listings and meet those criteria.
Google SEO, leave keyword density for dinosaurs
The keyword density is currently obsolete even on Google. But on Amazon even more, they don’t want me to repeat things. If you indicate a detail about your product in your title, you do not need to repeat it in your description. Once is all that Amazon needs to realize that it has used a keyword.
Sacrifice the style in your titles
The ideal product title on Amazon would be like this:
In case you cannot see the image correctly, the translated title is: «Brothers-usa Geneva luxury alloy diamond watch with calendar (gold)». This title is as striking as the watch itself, but despite not having “bullet points”, description, or diverse opinions, it is shown as the result number 1 when the search we perform is “gold watch”.
Why? Because in addition to extremely professional photography and the low price, the title is exactly what Amazon is looking for. He tells the client:
- The brand (Brothers-USA).
- The material (Alloy).
- The color (Gold).
- Main features (calendar, diamonds, Made in Geneva).
That is information!
Amazon is looking for titles that convey this high level of detail. In fact, you have the possibility to classify each word of your title.
Now, you’ll notice that, from a writer’s perspective, it’s not the best written title in the world. It has a chain of adjectives that semantically do not work. But it is not grammatically incorrect, and they have kept the words they could in a natural order (for example, “diamond watch with calendar”).
That is exactly what Amazon wants me to do. Enter as much relevant information as possible, but keep as many of those terms as you can in the order in which a potential customer would use them.
Make each bullet point count
Bullet points don’t grow on trees, soldier! And on Amazon, each of them counts. Amazon recommends that you use bullet points to cover the five key selling points of your article and be as short and simple as possible.
The content of your bullet points can be searched, making it an excellent place to include product details that you could not include in your title. Make sure that they are also some of the best reasons to buy your product and thus increase the chances of the customer making a purchase immediately.
Create a great description
Your description is where your writing skills should come to life. Amazon suggests creating high quality descriptions that explain the features and applications of the product. Since the description can be searched by customers, you do not need to repeat anything you have used elsewhere, you can also include additional keywords here.
Use search terms and keyword fields for variations and difficult terms
If you have keywords that are difficult to fit in your title, description, etc., enter them in the search keyword fields. Since, again, you don’t have to use any term more than once, you can leave them blank if you have already entered all the keywords that occur to you in one of the other fields.
Keywords are a good place for variations and abbreviations. For example, if you used “webcam” throughout your description, you could use “webcam” as a keyword. This allows you to avoid the kind of unpleasant repetition that leads to titles like “Megacorp Laptop Swivel Webcam Webcam Webcam Internet Camera Interwebs Photoshooty”.
It is important to keep in mind that it is not necessary to include minor variations such as changes in pluralization and capitalization. Therefore, you do not need to enter “badge” if you already have “badges.” Amazon also automatically compensates for typographical errors, so you should not intentionally enter spelling errors.
Write each keyword phrase in the most natural order possible. A good keyword looks like “ergonomic office chair” and not “ergonomic chair for office.” Nathan Grimm de Moz suggests using as many words as possible within the character limit, although it is not clear if this is useful or if it is better to have only a brief sensitive phrase in each keyword field.
Google SEOs often develop an obsession with backlinks. (In short, they are links that lead from another site to yours, and that’s what Mr. Google likes). Don’t bother here, again, according to Grimm, backlinks have no effect on Amazon’s rankings.
You can still benefit from links to your Amazon listings if people follow the link and buy your product. More sales mean better rankings, after all. But you have to do it with this mentality: the link is only useful if it offers more sales. If other activities will generate sales more effectively, focus on them.
Yujuuu! what a useful tip, right? It probably sounds as if you were asking for running tips and I proposed: “Be sure to breathe.” Obviously, you are trying to sell as many products as possible, I know.
However, sales play a very important role in SEO for Amazon. Amazon wants to make as many sales as possible so they can charge their fees on each transaction. Therefore, if you have a product that “converts well” (convert a large portion of your visitors into buyers), Amazon is more likely to position you well.
Therefore, it is important that you have excellent high resolution images, compelling descriptions and good reviews. Creating products that sell should be the heart of your SEO strategy for Amazon. It is preferable to improve the ranking that our products have 20 visitors and that all of them buy your product than have 1,000 visitors and 25 buyers.
Large sales volume also plays an important role. Consider selling with losses at the beginning to accumulate a sales record and boost your highest listing in search results.
Get the coveted “Buy Box”
The best way to boost sales and improve conversion rates is to win the Amazon Buy Box. This is relatively easy if you are the only seller that offers your product, but even then you have to meet high standards.
Since winning the Buy Box is an art form in itself, I recommend that you read our article at the top link of this paragraph for more information.
Provide exceptional customer service
Unless you are using FBA, Amazon expects you to provide five-star customer service at all times. Otherwise, they simply won’t let you win the Buy Box. Your sales will suffer, and your search rankings will fall.
If you find that your company is struggling to provide quality customer service to its Amazon customers, consider linking Amazon to a support service to facilitate the work. Freshdesk and Zendesk are fantastic programs that make giving your customers first-class attention very easy.
Its price has a great impact on all aspects of your Amazon business. Each time you set a price, you should consider a triangle of demands:
- Amazon wants you to charge a low price so that customers are more likely to buy.
- You want to charge a high price to have higher profit margins.
- Wherever you set your price, there is always a competitor waiting to undermine you.
We strongly recommend the use of a price change tool calculated for Amazon (repricing tool), to obtain better search rankings and opt for the Buy Box while protecting your earnings. Feedvisor or Wiser are excellent options.
Improve inventory tracking
Deficiencies in inventory tracking can eliminate your search ranking due to the availability criteria of a particular product. You can also reduce your seller performance on Amazon and your chances of winning the Buy Box.
Therefore, you should be extremely careful with tracking your inventory and acting in anticipation to act on time whenever you can.
Build your SEO strategy at Amazon
Now that you know how it works and the importance of SEO on Amazon, you can and should put together a strategy to rank your products at the top of customer searches. Remember three basic principles:
- Include each keyword that is relevant to your product at least once. Do not bother using twice unless you have to do so unavoidably.
- Design your listing to sell through excellent descriptions, photographs and prices. You want everyone who clicks on the product to end up making a purchase.
- Maintain the health of your Amazon account in excellent order. You should never have to cancel a transaction because the item is sold out, and a customer should never wait for help and end up becoming a problem.
Keep this in mind and your listings should get many more clicks and convert into many more sales. I hope to see your product on my next search!