When we consider Search Engine Optimization (SEO), the first thing that comes to mind is ranking on Google. However, Google isn’t the only place where you want your brand to be discovered by customers. We have one of the largest E-commerce platforms, Amazon, to have you ranked within the top searches.
Do note that SEO on Amazon works differently compared to regular web SEO. The algorithm for Amazon calls for buying and selling of products. With rivaling competition, it’s challenging to develop a ranking strategy delivering profitable sales.
What's Amazon's Search Algorithm?
The trendiest E-commerce platform, Amazon, only sees mass-selling most efficiently. While people do different searches on search engines, preferably informational, the Amazon ones are transactional. That’s why the Amazon algorithm considers only two things:
- Relevance
- Performance
Optimization of these two product factors can help you drive more conversions and on-website sales. To help you understand more, stick to this blog by AMZ One Step, as they share the relevancy impacting factors.
Factors relating to Relevance Amazon Ranking
The relevancy factor defines the keywords targeted for strategic use. Following are the areas where you can use them:
Product Title
The most essential Amazon SEO element is ranking the product title. For that, you need to have relevant keywords making up your title. Follow these tips for a better understanding.
- Must portray brand name.
- Have a clear description of what the product provides.
- Include a specific element.
- Specify product color and size clarification.
- If applicable, mention the product quantity.
Let’s say you sell back posture correctors. A bad product title could be “body corrector”, as it would not attract as many buyers. A correct title should be “adjustable back posture corrector” since it tells more about the product. The customer would now know the corrector suitable for straightening the back, plus, it’s adjustable as well.
Make sure that you avoid keyword stuffing as it would impact your Amazon ranking. Stuffing usually robs the title of natural readability, giving a spammy or a negative look.
Seller Name
Sellers have observed a higher Amazon organic ranking by including the main keywords within their names. For example, if you search for a “posture corrector” on Amazon, the first result would be from a seller “Mueller posture corrector.” The presence of the searched term in the displayed result is what ranked it in the first place. This shows that by paying attention to seller names, more can be gained in terms of ranking.
Brand Field
The product brand field is displayed above the product page headline. It links to various search results, providing information about additional products within the same brand. When listing products, be cautious of using the correct spellings.
Typically, users on Amazon search for a product using its name. For example, using words to describe your back posture corrector that is not commonly searched could be negative for sales. Therefore, using a valid name is what will increase your product visibility. If your product has a name that’s not commonly searched, use a keyword research tool to help you target the suitable variation you can bring to that name.
Factors relating to Performance Amazon Ranking
The performance factors are usually tricky to exert due to the involvement of additional elements. Beyond the keyword targeting, you can follow the ones listed below to optimize your Amazon SEO.
Product Price
Based on the Amazon conversion rates, the product price should be set accordingly. If your price rates are highly competitive in opposition to competitors, then it would navigate positive sales.
In case your product isn’t selling as you envisioned, there might be other sellers out there who are giving the same product at a low price. Therefore, your ranking suffers within the Amazon market. To avoid that, you need to start comparing what’s been sold by your rivals on Amazon and other sites as well. Once you have figured that out, set your prices accordingly.
Amazon Conversion Rate
When associated with price, the product conversion rate can prove to be another significant contributor in increasing your search ranking. However, due to the access limitation of Amazon’s analytics, it becomes quite challenging to compare conversion rates with certainty.
The ideal way of getting the closest thing to conversion rates is to go through the Seller Central Detail Sales Page. From there, under the Business Reports and Reports, you can look at Unit Session Percentage, which gives you an idea of the number of units purchased at one visit.
If you think of the conversion rate as not so phenomenal, try revisiting the previously mentioned factors. See if you can incorporate the above elements to appear even higher in the Amazon searches, persuading buyers to purchase more of your products.
Product Images
Products on Amazon having high-quality images tend to navigate more conversions. Amazon recommends using original photos, as portrayed in its Seller Central Product Image Guidelines. For example, using original images of back posture corrector could be more beneficial compared to the Googled ones. Therefore, adhering to these guidelines can ensure that your product listings aren’t downgraded towards the end of the search results. This prevents the conversion rates from suffering downfall. Achieving better conversion rates with these optimizations, your Amazon search results are likely to do better.
Conclusion
A successful Amazon SEO depends upon what Amazon’s algorithm wants from you as a seller. Eventually, it’s making the customer happy. With relevance and performance as the two defining factors, optimizing the product page can be done in numerous ways. More importantly, it would take you in the right direction, blessing you with rankings, conversions, and sales.
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