A comprehensive guide for sellers

In digital marketing, we talk a lot about what you have to do for your website and how to make it SEO friendly to users and search bots.

But how much do you know about Amazon SEO?

If you’re in e-commerce and you’re not at Amazon in 2022, you may not realize your sales potential.

Amazon is a powerhouse, working business, and old-fashioned trust when it comes to e-commerce, as most people must realize by now.

Everyone wants to get their products from Amazon because that is where their audience shop.

And these audiences are shopping the catwalk a little bit.

Amazon generates about $4,722 every second, or about $17 million an hour. The sales giant closed last year with $469.8 billion in net sales, up 22% from 2020.

That’s why sellers want a piece of the action, and why it can be so difficult to rank your products on Amazon’s results pages.

As with your website, though, you can practice Amazon SEO to give your products a boost.

It’s all about understanding the algorithm, what shoppers are looking for to find what they need, and how you can outperform your competition.

Here is a comprehensive guide on Amazon SEO for sellers.

How does Amazon’s A9 algorithm work

Before we talk about Amazon SEO and how you can improve your product listings, it will help to understand how the Amazon A9 search algorithm works.

It is similar but not identical to Google.

One major difference?

Amazon’s business inquiries only, not navigational or informational as with Google.

Think about it simply.

You perform a search. The A9 knows you want to buy whatever you’re looking for.

The query matches a group of related products, and those products are displayed in a series of pages.

But how exactly does Amazon choose those products?

Again, think of it like Google’s algorithms, but exclusively for e-commerce.

Factors that Amazon places in the rankings include:

  • Positive customer reviews (Better products will sell more and make more money for Amazon.)
  • Historical sales.
  • Related keywords Included in the product list.
  • Right Prices (Not too high, not too low, based on competition).

It is important to note here that while the algorithm always looks for relevance based on a query, historical data is also important, as shown in the above list.

Results that have pleased customers in the past are more likely to please customers in the future.

So sellers new to Amazon face a dilemma: If Amazon prioritizes products with strong sales, but you haven’t made any sales yet or created any historical data for the A9, how can you ever hope to climb Amazon’s rankings?

The answer lies in the performance of Amazon SEO, starting with the search for keywords that can be found by the shoppers you care about.

Perform keyword research on Amazon

Just like with Google, your Amazon SEO strategy should be built on keyword research.

Without the right keywords in your rankings, your products will look irrelevant and won’t appear to users.

I’ll talk about how and where to improve your listings for keywords in a minute. First, we need to know where to find keywords and how to do keyword research.

One great way to do a keyword research that every Amazon seller should know is to use the Amazon search box.

It will auto-complete your queries as you type them, and basically search for keywords for you.

Take the example from the screenshot below.

Screenshot from Amazon, February 2022

Let’s say you are an online music store and you want to start listing my discs on Amazon.

Let me see what people are actually searching for to get an idea of ​​how to improve your listings.

remarkably, [vinyl record turntable] It would be a strong keyword term with a lot of competition.

This isn’t the only research you should do, in this case.

You need to keep looking for all the variations of turntables you can think of and see what happens.

Take this next example:

Amazon search bar showing product optionsScreenshot from Amazon, February 2022

This research gives some insights as predictions become more specific.

[Turntables for vinyl records]And [turntables for vinyl records with speakers]And [turntables for vinyl records with cd player] All are specific inquiries.

These are for people who are continuing their purchasing journeys.

They know what they want. They just want to see the options.

Find all the variations you can think of in the search box to get a proper list of keywords that you can reasonably rank for.

What are some other ways to do keyword research on Amazon?

Basically, all the other ways you know how to do a Google keyword research.

Use free tools like Keyword Planner or paid tools like Semrush or Ahrefs to find out the search volumes and difficulty ratings of these keywords.

You can also look at your Google Search Console data if you sell the same products on a website to see how people find you on Google.

All of these methods together should give you a good selection of related keywords that you can use to improve your product listings.

Amazon listing optimization

Once you have your keyword list, it’s time to use it to improve your product lists.

If you are already familiar with writing enhanced product descriptions and other content for Google rankings, you are in luck.

Doing it for Amazon basically works the same way.

You should start with your product titles.

Amazon requires titles to be no longer than 200 characters and to include words that accurately describe the product.

This is also an opportunity for sellers to include relevant keywords, but please don’t.

Don’t put keywords in the rest of the product description either.

You should use keywords in your prose, points, and technical details where possible. But use it appropriately.

The key is to use the most relevant keywords that also give you the best chances of driving traffic to your products.

Long-tail keywords are fine too, since not everyone can rank according to those perfect initial terms.

Don’t forget that you can add keywords to the back end of your product pages too!

They can help you get visible on Amazon even though customers can’t see them.

Finally, when you’re writing your product descriptions, don’t be afraid to move on.

Be detailed. Tell a story.

It’s content, and it can help your products rank better.

Amazon product pictures

In any post about Amazon SEO, we have to talk about product images.

Whether you do e-commerce on your own website or through Amazon, the right images can make or break you.

People are there to buy a product, and your written description only goes so far.

You can describe the vinyl record disc all you want.

You can talk about their colors, shape and features.

But none of that matters if no one can see the thing!

This is why product photos are so important, and not just any photos, but high-resolution photos (more than 1,000 pixels in one direction), preferably professionally taken.

Remember, Amazon lets customers zoom in on product images more closely these days, so quality really matters here.

It’s worth noting that Amazon doesn’t necessarily rank you higher based on the quality of your photo.

You can and should add SEO optimized alt text to your images so that Google can present them in image search results, but playing here is really adding images that show your product from all angles.

Let your photos show all the details because photos can be just as powerful in making a sale as product descriptions.

Another angle you should take for Amazon product photos are what are called lifestyle photos, or photos that show people using products in their intended ways.

Why is this important?

Anything that makes the customer imagine using your products at their home is an added advantage.

They can see the size of the item in relation to real-world objects and learn how the item is used.

Zoom in and out product images along with lifestyle images are vital to your success on Amazon.

Reviews and ratings

I mentioned above that product reviews and ratings have a lot to do with where your products fall in Amazon search results.

This makes perfect sense from a user experience perspective.

Just like Google, Amazon’s main goal is to provide users with positive and beneficial experiences.

This is why Amazon reviews and star ratings have become vital to strong product ratings.

Think about it logically: Does Amazon want to show you a selection of one-star products on the first results page of a query?

No, this will not help anyone.

Amazon wants customers to buy things, so it will display products that many people have bought and like.

What matters here are the stars and the number of reviews your products get.

Which product would you trust more: a product with 17 reviews or a product with 4,567 reviews?

Which set of reviews will give you a clearer picture of what you can expect?

So, if product ratings affect Amazon ratings, how do you get the reviews? Amazon makes this easy for you with its Request a Review feature.

It’s always a good idea to reach out to customers after a purchase to see if they’d like to write a review.

The thing is, good products tend to fetch reviews anyway.

When you make people happy, they will want to share their satisfaction with others.

Negative reviews can always happen, but the trick is to respond quickly to see what you can do to improve the customer experience from this point forward.

Measure product performance through analytics

The final part of doing your end-to-end Amazon SEO involves measuring the performance of your products through analytics.

Again, if you’ve optimized a website for Google rankings, you know the value in analytics.

When it comes to Amazon, you’ll want to keep track of your SEO so you can follow your strategy for product improvement.

Now, if you are a brand owner, you can access Amazon Brand Analytics.

For all the other vendors, though, you have to get into third-party apps that track components like keywords and product performance.

Most of these tools are end-to-end solutions, which means you can do keyword research, get help optimizing your listings, track your products and inventory, look at your finances, get information on competitors, and track Amazon SEO and paid media in general.

If you are serious about making a living as a seller on Amazon, it will be worth the investment to get access to one of these software tools. You can’t afford to go into blindness and risk not making an impact among others vying for a spot on the front page.

What are the best tools?

There are many Amazon analytics tools that consistently rank highly among reviewers.

Some of these are Helium 10, Sellics, and DataHawk.

Many of these companies offer either free trials or live demos so you can decide which tool is right for you.

Get started now with a powerful Amazon SEO strategy

Amazon sellers need a lot of work when they want to make it on the platform.

If you’re already familiar with optimizing content for Google, you’re already part of the way there.

As long as you know that Amazon rewards sellers with amazing products that wow customers, you know which direction to go.

These Amazon SEO tips will help you the rest of the way.

More resources:

Featured Image: MooseDesign / Shutterstock

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