SEO groups together all those techniques and strategies that aim to make a website, product or service appear among the first results of a search engine.
Although SEO is normally associated with the positioning of the main website, this work must also be done within the platforms on which content is being published, such as a social network; or where a company’s product or service is being marketed, such as Amazon.
This article explains how to improve SEO on Amazon, techniques, and strategies.
Why it is important to position your store on Amazon
Amazon is one of the world’s leading online sales platforms and the most popular. This platform has over 100 million Prime customers, meaning more than 100 million people frequently buy from this marketplace.
For this reason, it is essential to work on Amazon SEO so that the brand’s products appear among the top positions. This would translate into greater visibility and more reach, which would lead to an increase in sales.
You have to keep in mind that SEO on Amazon is not done as it would be on other platforms or websites since the quality and reputation of the seller and the ratings of other users also influence that position. This is in addition, obviously, to the presentation of the product, with photographs and videos where the product looks good and detailed information about it.
How the Amazon algorithm works
Amazon’s search engine uses the A9 algorithm, which is very similar to the one used by Google. However, Google is designed to offer information of any kind, while Amazon is focused on sales because its only purposes are commercial, so different techniques must be used to position. This means that a very well positioned brand on Google may not be so on Amazon, especially if the same strategy has been followed for both.
When you search on Amazon, the marketplace displays products that match your search intent on a series of pages. The order of the products is determined by the match between what the user is searching for and the name and description of the product, something that is already seen on Google and other search engines; and also by the number of positive reviews, the number of sales, the price and the reputation that the seller has within the platform.
For Amazon to establish a relationship between what the user is looking for and the product, there must be good work in searching and analyzing keywords.
This is how the platform will establish a match between search and results. Then, it is very important that customers are satisfied with the product since the more positive reviews a product has, the better it will position itself within that list.
This involves providing as much information as possible about what is being sold and offering quality. This, in turn, will lead to an increase in sales, which also helps to have a good brand reputation and, consequently, to improve positioning.
And be very careful with the price, which should not be too high or too low compared to the competition.
How to research your keywords on Amazon
Keywords are very important for ranking on Amazon, and finding the most appropriate ones is not much different than how you would do it for a website.
Here are some tips that can be very useful when choosing keywords on Amazon:
- Research what search terms customers use to reach a particular product.
- Choose the most specific and concrete words, but with at least 50 searches per month, although ideally, they should have a thousand or more.
- Longtail keywords can be used , since although they are not as specific and concrete, they are easier to position.
- Use Amazon Keyword Tools to find secondary keywords, such as Amazon Keyword Tool or Autosuggest.
- Use tools outside of Amazon to find keywords, which may be the same ones that are usually used to find keywords to position an article or publication within a web page.
The main keyword should appear in the title, while the rest should be included in the description and information about the product.
Keywords should always be included in the most natural way possible within the text. Including only keywords where there should be a description or relevant information about the product will create distrust in the consumer, which will prevent it from ranking higher.
How to position your products in the Amazon marketplace
In addition to keywords, there are other ways to rank on Amazon, which are essential considering that, unlike Google, it is a platform for commercial purposes.
Listing Optimization
Having a good product listing on Amazon is very important for consumers to trust and make a purchase once they have found the product. The information included in this listing must be optimized and include keywords, always naturally.
The first thing is the title, which should include the main keyword. Although it can be long, this title should not exceed 200 characters, which should be enough to include the name and a brief but good description of the product.
The second is the more detailed description, which can be longer. All the details that are interesting to the consumer should be included here. Also, taking advantage of the explanation, the maximum number of possible keywords should be included without affecting the naturalness of the text.
It is important to remember that the listing is the first step in positioning the product through consumer confidence. The more information there is, the more likely the user will decide to buy.
Image enhancements
Product images are very important for ranking on a marketplace like Amazon. In fact, products without images have a very difficult time ranking, as do those with poor quality images or where the product is not seen correctly.
Every description must be accompanied by quality photographs or images so that the user can see the product in detail. In fact, this visual element allows the buyer to know exactly what the product is like, what its packaging is like, what its size is, and how it is used.
These images should also be able to be enlarged without losing quality or resolution, as this detail can help generate sales.
SEO-optimized alternative text can be added to photos. This way, Google can display them in its image search results, which could also generate sales.
Reviews and comments
Customer reviews can be very important in boosting sales. In fact, more than 90% of users say that the opinion of other customers is decisive in their purchasing decision, as it is what allows them to know if the product really has the quality it promises, if it works correctly and if it arrived in good condition.
On Amazon, there are also two types of reviews: those received by the seller and those received by the specific product. The former are important for gaining prestige and the trust of consumers, while the latter are key to generating sales and improving visibility and positioning.
Testers are often used to get reviews on Amazon, who are people to whom the product is sold at a lower price in exchange for a real and honest review. Once this is done, the rest of the consumers can decide whether or not to leave a review.
This means that many buyers will not leave reviews, so the only thing the seller can do is offer quality products, take maximum care of the shipping and quickly resolve any type of incident so that, at least, the reviews that there are are positive.
When faced with a negative opinion, you should always respond politely and friendlyally, even offering a solution to the problem at hand. This way, potential customers will be able to see that the brand is taking the blame and is looking for a solution that is favorable to the consumer.
Amazon Product
The product is the other important part of positioning on Amazon. What is required of it is that it is of quality, works correctly, and has a fair price, neither too high nor too low compared to that of competitors. As a brand, the more products you offer within the marketplace, the better since Amazon also positively values those accounts that have a wide catalog.
In addition, a performance analysis should be carried out regularly to determine which products work best and to check stocks.
We can conclude, then, that SEO on Amazon is much more important than it may seem at first. The high competition makes it necessary to optimize each product to the maximum. However, taking into account everything mentioned in this article, it is entirely feasible to improve the products’ positions.
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