Amazon SEO: How retailers achieve a better ranking
With more than 300 million customers, Amazon is the giant among online marketplaces. So if you want to offer your products here, you have to position yourself against a lot of competitors from all over the world. Although many retailers try to search Amazon, their listing does not appear in the first search results. This means that the chance of selling items is negligible. Many retailers are not aware that a good SEO optimization can decisively improve their listing and thus their ranking within the search results and maybe even take first place. In this article, we show which Amazon SEO basics every marketplace retailer should implement and which measures contribute significantly to improving the listing.One thing is clear, the majority of customers on Amazon now buy the product that is presented to them on the first two pages of the search. Products that follow on page 3 or 4 are becoming increasingly uninteresting and therefore achieve significantly lower sales rates. This is because the motivation of customers drops significantly the longer they have to search for the product. On the other hand, customers have the feeling that products that Amazon does not present in the top positions are less relevant. It is precisely at this point that it is important to start and become aware of the urgency of product optimization.
How does Amazon SEO work?
Responsible for the ranking is the so-called Amazon algorithm A9 . Its task is to know all products listed on Amazon and to make them searchable. If a customer types a search query in the search field, the customer checks the query word for word and compares it with the existing product listings. The product is only of interest to the algorithm if the term contained in the search query also appears in the respective product listing. Filler words and upper and lower case letters are not decisive. As soon as the algorithm has filtered out the relevant products, Amazon lists them in descending order according to their purchase probability.
Amazon OnPage SEO
The aim of every optimization measure should be to assert oneself in Amazon’s ranking algorithm. A distinction is made between OnPage and OffPage optimization. OnPage optimization is about optimizing the factors of a listing that can be directly influenced so that the article can be found for all relevant keywords. Retailers can thus ensure a significantly higher ranking by optimizing certain areas.
These areas that can be optimized include:
- Title of the product
- Brand name
- Search terms
- Product attributes
- Product images
- Product description
Amazon OffPage SEO
Off-page optimization is not about the product itself, but about the external appearance of the retailer. What backlinks are to Google, customer reviews are to Amazon. Because the better a retailer is rated, the higher their products will be listed in the search results. But evaluation is not always evaluation. As with backlinks in classic SEO, quality is now also important for Amazon reviews and no longer just quantity. The aim here should therefore be to collect as many high-quality reviews as possible.
How do retailers achieve the best possible optimization?
First and foremost, it is important that retailers define a preferred target group. Knowing your target group forms the basis for an effective search for keywords that the relevant customers use to search for a product. So it is clear that the right keywords are the alpha and omega of a successful Amazon optimization and greater success on Amazon.
In order to define their target group, retailers should ask themselves the following questions:
- Who will buy your product? (Age, gender, origin, interests)
- How does the customer go about their search? (Use of individual terms or word combinations)
- Are there other items that are purchased in conjunction with your product? (Accessories, extension)
- Does your product have a unique selling proposition? (features to be highlighted)
Use this knowledge and optimize all relevant information of your product from title to product description.
Conclusion: who should implement Amazon SEO?
Does a retailer want their products SUCCESSFUL If you sell on Amazon, you can no longer ignore the topic of Amazon SEO. Because only with an optimized product page and good ratings do marketplace sellers have a real chance of landing at the top of the Amazon ranking and thus generating more sales. It should be noted that the optimization of products for Amazon is not easy at first glance and also not dismissed with a short-term measure. But at second glance it becomes clear that optimizing for Amazon just like optimizing for Google can ultimately have a positive effect on your business. For maximum success, we recommend a thorough SEO optimization and the use of our BuyBox MAX strategy. Finally secure your place in the desired BuyBox.