How to Do Amazon Listing Optimization
Amazon SEO or Amazon listing optimization means optimizing the product pages (for all applicable keywords) to appear at the top of the Amazon search results. Exactly as on Google, Amazon shoppers enter a keyword to find what they’re searching for, and usually click on the first few results and never click on the second, third, or any other page of a product.
This means that the rankings on Amazon are the most crucial success factors for your business. If you sell products on Amazon, the higher you rank, the more you sell.
An algorithm called “A9” (shorthand for “algorithm”) determines the ranking of a product. This algorithm determines the outcome of your Amazon FBA success.
Understanding Amazon’s search algorithm is essential before we move on to Amazon listing Optimization. The Amazon algorithm works differently from any Google or Bing algorithm in the resulting system. In summary, ranking signals or factors are much lower than typical SEOs, which some say include as many as 200 elements.
It may be easier to rank at Amazon, but it’s not easy. You’ll have a hard time if you’re trying to analyze Amazon SEO from a web-SEO perspective. That’s because, first and foremost, Amazon is a buying platform.
Amazon’s Search Algorithm- Introduction
Amazon’s search algorithm is called A9, just because it is named A9, the company of the same name that handles SEO for the company that is a subsidiary of Amazon. In its words:
“We ‘re managing scalable, highly available, and cross-platform search and advertising technologies for our parent company, Amazon, and other clients.”
Understand that Amazon, as the world’s largest e-commerce site, cares only about its bottom line, thus selling its millions of customers as efficiently as possible.
Now that you know the Amazon ranking algorithm (A9) and its processing, let’s move to what you can do to optimize your product listings.
Do you know what to sell on Amazon FBA? Find the most profitable products with an Amazon product research agency. To learn more, contact us now!
How to Do Amazon Listing Optimization to Rank Higher
As a beginner, setting up a new Amazon product listing can seem daunting, especially when doing it for the first time. But once you know the process, it becomes easy. Learn the essential steps to create new Amazon product listing.
Majorly, there are three most important steps for doing Amazon listing optimization. That is:
- Content: Creating and enhancing your listing content
- Keywords: Adding and optimizing the keywords of your listing
- Maintenance: Ongoing optimization after the listing is live (e.g., managing reviews and leveraging Amazon PPC to improve your rankings)
There are several ranking factors responsible for Amazon listing SEO. Here we will explain every aspect so your listing can rank at the top of Amazon search results.
Amazon Listing Ranking Factors
Although people perform various searches on Google, many of which are insightful, almost every search for Amazon is transactional. That’s why its algorithm amounts to only a few things:
- Relevance
- Performance
If you optimize your Amazon product page for these two key ranking factors, you can convert any lead and sell more products.
It is easy to split both relevance and performance into additional sub-categories. Here we will understand every sub-category in more detail.
Relevance- Related Amazon Ranking Factors
Well, there are five additional sub-categories regarding Relevance in the Amazon market. Such as:
Factor 1: Product’s Title
While in terms of relevance, the product-title ranking factor is the most critical part of Amazon listing optimization. You have to put the most vital keywords in the description of your product. Avoid keyword stuffing in your title, affecting your Amazon search rankings. You can understand it better with some essential tips for improving your Amazon product title :
- Include your brand name
- Include a clear description of what your product does
- Mention a specific ingredient or necessary material
- Specify the color of your product
- Clarify the size of your product
Factor 2: Seller Name
Use your seller name as a ranking factor on your relevance. Some companies have found that if they use the main keywords for the product within the seller name, they can get similar items to rank higher in Amazon’s organic search results.
Factor 3: Amazon Backend Keywords
Backend keywords are essentially “hidden” keywords that will only be used in the backend section of your Amazon Seller account. Their purpose is to tell Amazon’s algorithm that the site targets a particular keyword on a specific product page. Here are five rules to keep in mind for completing your keyword fields for the Amazon backend:
- Don’t repeat any words
- Avoid quotation marks since they’ll limit your overall character count
- Don’t include too many variations of the same word
- Commas are ignored
- Include variations in spelling or synonyms
Factor 4: Brand Field
The brand space of a product appears on the product page (right above the title or headline) and leads to various search results for specific items from the same brand. Be careful about spelling your brand name exactly right when listing your products. If your product has different brand names you could use, get some help from a keyword tool to help you determine which variation is the most searched for and use a brand name.
Factor 5: Product Description and Bullet Points
Another vital relevance factor that shows a detailed explanation of your products to your buyers is your opportunity to be both very informative and convincing. You will, of course, also need to include your most important keywords here. Work hard on the description to make the copy readable, realistic, and convincing from a purely selling perspective. The same goes for the bullet points. The bullet points are readable easily and rapidly. Tell your consumers about your product’s advantages (not just the features) and provide essential details such as components or dimensions.
Performance-Related Amazon Ranking Factors
Performance factors are more challenging to conduct and take complete strict control over as additional criteria come into play beyond keywords. Still, for optimized Amazon SEO, you must understand these too.
Factor 1: Product’s Price
Your Amazon conversion rate is affected by how much you charge for your product and how many units you move on the site. If your price on Amazon is competitive with other sites selling your product or similar products, your conversion rate should be affected positively. When your price is higher, the explanation for this should be obvious (such as more and better reviews).
Factor 2: Amazon Conversion Rate
Another significant success factor in your market ranking is the selling rate of your product closely linked to quality. Get access to Amazon’s analytics in the same way you’d have on your e-commerce site with analytics. The best you can do is search Seller Central’s Information Sales Page and Traffic under Business Reports and Statistics for the conversion details.
Factor 3: Product Images
Products that feature high-quality images have a higher conversion rate. The same principle applies to your Amazon product page. Amazon recommends bigger images in its Seller Central Product Image Guidelines, writing: “Images should be 1,000 pixels or larger in either height or width”. Include high-quality images that follow these guidelines.
Factor 4: Amazon A+ Content
Identify essential elements of your Amazon enhanced brand content (EBC), such as product images, advanced product descriptions, comparison charts, videos, and interactive modules. This optimization maximizes the impact and effectiveness of the content.
Factor 5: Amazon Reviews
Generally, the products that rank at the top for keywords have more reviews and higher reviews than those below. If you want more customers to leave reviews on your Amazon product page, send them emails after a purchase with a follow-up reminder, asking them to leave a review for what they just bought from you. If your Amazon reviews are negative, consider what people complain about and work with your product to address the issues.
Are you a new seller on Amazon and looking for Amazon listing optimization services? Ask our Amazon experts to optimize the listings to rank your product higher in Amazon search rankings.
Boost Amazon SEO with Amazon PPC (and other promotions)
Relevance affects Amazon advertising. Sometimes, this means that Amazon only shows your ad if your product page contains your targeted keyword. Therefore PPC (Pay-Per-Click) campaigns can only work if you optimize your product listing for relevant keywords — using Amazon SEO.
Amazon PPC Improves the Organic Ranking of Your Product
But now, the vital part for your rankings is that a product’s organic ranking depends on its results, mainly how well it sells. It also refers to revenues originating from Amazon PPC ads instead of Google AdWords.
An increase in sales due to PPC boosts the overall production efficiency and, in effect, the organic ranking. This makes a quick and easy way of selling products on Amazon.
