{"id":8463,"date":"2021-03-01T15:32:39","date_gmt":"2021-03-01T15:32:39","guid":{"rendered":"https:\/\/www.sellerlogic.com\/?p=8463"},"modified":"2024-08-14T11:56:37","modified_gmt":"2024-08-14T11:56:37","slug":"improving-your-amazon-seo","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/en\/blog\/improving-your-amazon-seo\/","title":{"rendered":"Amazon SEO \u2013 How to Rank First in Search Results"},"content":{"rendered":"\n

Search Engine Optimization (SEO), we\u2019ve all heard of it at some point. What started off as a copywriting hack to improve your visibility in Google\u2019s search results has meanwhile also transferred over to Amazon. SEO is no longer specific to the well-known search engine but has found its ways into almost every online platform. To be honest: It\u2019s not that surprising considering how many people use Amazon nowadays to look for certain product information and prices. But what does SEO even mean, and much more importantly: how does it work? Why is SEO so important? And what can an Amazon seller do to improve her\/his Amazon SEO? Continue reading, we have answers:<\/p>\n\n\n\n

What Is Amazon SEO?<\/h2>\n\n\n\n

Long story short: SEO is short for Search Engine Optimization. This means that you\u2019re trying to have your products or websites shown as the very first search results. Let\u2019s be honest: Have you ever checked page two of your Google search? You can call yourself lucky if you\u2019re listed there and still get a click every now and then. It\u2019s the same for Amazon. Good product listing SEO is a necessity for everyone who wants to sell successfully on Amazon. <\/p>\n\n\n\n

Sounds Like a Lot of Work \u2013 Why Should You Invest Into Amazon SEO?<\/h2>\n\n\n\n

Let\u2019s start with the purpose of SEO on Amazon, as that\u2019s quite simple. You\u2019re on Amazon, because you want to sell your products. But you are certainly not the only one. If a customer wants to buy a phone case on Amazon, there are more than 30,000 results. <\/p>\n\n\n\n

You might be thinking that \u2018phone case\u2019 is a rather broad term to search for. But even if we were to specify our search to ‘Phone case iPhone 11’, still more than 30,000 results remain.<\/p>\n\n\n\n

If you are one of those 30,000 sellers, you need to stick out. The likelihood of a customer finding your offer on page 25 is next to zero. But even if you were on page two, only few customers will even recognize you. <\/p>\n\n\n\n

The goal of SEO on Amazon is clear: improve your listing to be found on page one. <\/p>\n\n\n\n

Is it a Match?<\/h3>\n\n\n\n

Amazon\u2019s number one goal is customer satisfaction. Shoppers use the search bar to find what they are looking for. The better the results match the search intention, the more likely  the customer is to be satisfied and shop at Amazon again. Hence the algorithm, called A-9, compares the search request to product detail pages of sellers. You can see: Amazon listing optimization is a crucial factor of your success on the marketplace!<\/p>\n\n\n\n

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By the way: A-9 is very picky and only matches search requests to product detail pages if ALL keywords can be found on the product page.<\/span><\/p>\n<\/blockquote>\n\n\n\n

So when you are working on your Amazon SEO, convince the algorithm that your product is the best match!<\/p>\n\n\n\n

How to Amazon SEO<\/h2>\n\n\n\n

If you are selling via Amazon you probably sell one of two things: Wholesale or Private Label. While Wholesale means that you sell third party products, Private Label means that you market your own brand. Which strategy you choose has a great impact on your Amazon SEO. Content on product pages \u2013 such as product title, description and pictures \u2013 is created and managed by the brand owner. <\/p>\n\n\n\n

Let\u2019s look at an example: If you\u2019re selling backpacks on Amazon and Deuter\u2019s Speed Lite<\/a> is in your portfolio, you will most likely not be the one creating the product page as you are not the brand owner. Instead, Deuter themselves will manage this page. All you can do is add your offer to the existing page and compete with other sellers over the Buy Box. Unfortunately, this also means that you\u2019ve got no impact on the Amazon Search Term Optimization and might even have to accept a bad product listing.<\/p>\n\n\n\n

\"Find<\/figure>\n\n\n\n

But if you are the brand owner (i.e. as a Private Label) you should really know how to improve your Amazon Search Ranking. Knowing the factors that determine your SEO success will help your product rank better and therefore increase your sales. <\/p>\n\n\n\n

What Does a Good Listing Look Like?<\/h3>\n\n\n\n

You can use similar strategies for your Amazon marketplace SEO and for Google. Just keep in mind that customers\u2019 search intentions can vary: While they want to find information on Google, they prefer to find and buy products on Amazon. <\/p>\n\n\n\n

Unlike at an offline shop, customers don\u2019t get the chance to check out a product before they buy it. Hence they need that extra bit of information online. In order to rank well in the search results you should really focus on keywords, as the algorithm compares search requests to possible results. So if you want to improve your SEO on Amazon, optimize the product page with the use of keywords.<\/p>\n\n\n\n

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By the way:<\/strong> Other factors that influence your ranking are: Click-Through-Rate, retention time and Conversion Rate. The better those factors are the more likely  the algorithm is to assume that your product satisfies the customer\u2019s search request. Which in turn will make it more likely to show your product again as an answer to the next search request for this or a similar keyword. The better your given information, the better your Click Through Rate, which in turn increases your Conversion Rate. <\/span><\/p>\n<\/blockquote>\n\n\n\n

If this didn\u2019t give you enough motivation to improve your Amazon listing straight away, here\u2019s another reason: While it may take months or even years to see the effects of your work on Google SEO, it may only take a few minutes to see the impact on Amazon! <\/p>\n\n\n\n

Let\u2019s have a look at how Amazon SEO improves your ranking:<\/p>\n\n\n\n

#1: Product title<\/h3>\n\n\n\n

In terms of SEO in Amazon, this is one of the most important factors. Use the keyword right in the beginning, then add other relevant information like the brand, Unique Selling Points or special product features. If you can add more keywords, go for it! <\/p>\n\n\n\n

Amazon allows you to use up to 150* characters in the title. Choose wisely! If you can fill the space with useful information for the customer, use as much as you can. But be aware that you shouldn\u2019t just use the characters without any reason. Create the product title to attract customers and get them to click on your listing. <\/p>\n\n\n\n

*Attention: Allowed number of characters might vary depending on the product category. To be safe, you can always double check Amazon\u2019s style guides<\/a>. <\/p>\n\n\n\n

#2: Bullet points<\/h3>\n\n\n\n

You can find the bullet points right underneath the product title and price. They are one of the first elements customers notice on your product page. Be sure to use the most important Amazon SEO keywords here, as the algorithm will place emphasis on the quality of this section. Use short and precise phrases for your bullet points, so customers can easily understand your product. <\/p>\n\n\n\n

Finding a strategy for this part as a whole rather than concentrating on each single bullet point might help you to structure. You could start with an overall description of the whole product. Then go into detail about special accessories that come with it. Later on, you can give information about Unique Selling Points and further characteristics. <\/p>\n\n\n\n

#3: Images<\/h3>\n\n\n\n

If a product ranks well in the search results but the Conversion Rate seems to be off, the problem might be found within the Amazon SEO of the images. Of course you cannot place keywords here, nevertheless pictures are quite important in regards to the listing. Combined with the title the first picture will be shown in the search results. Hence they determine if the customer clicks on the listing or not. <\/p>\n\n\n\n

Use high quality product photos! Since viewers enjoy using the zoom function, images should have at least 1,600 pixels on the longest side. Considering that customers want to find out more about the product, it should take up around 80 to 90% of the picture. Six to eight Full HD pictures tend to be successful.<\/p>\n\n\n\n

Also make sure that you know the specific product image requirements from Amazon<\/a>. <\/p>\n\n\n\n

Pick a main picture. Otherwise Amazon\u2019s algorithm will not take your product into consideration at all. Here are some requirements for main images that you should also hit if you\u2019re not working on your Amazon SEO:<\/p>\n\n\n

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