Product visibility at Amazon works differently from traditional search engines. Customers search habit at Amazon works differently. So traditional keyword research and optimization won’t work for Amazon. Amazon uses A9 algorithm and only shows the product if the customer’s search query matches to one of the product’s keyword. Here comes the Amazon SEO process which is necessary to rank high at Amazon in 2018.
Competition is very high for sellers due to Amazon’s enormous popularity. And you are not the only seller selling the product. So yes the competition is high, and there are thousands of the same type of products. You need specific knowledge and understanding to show your product at the top. Below you will find some three core steps of Amazon SEO.
- Amazon’s A9 algorithm
- Amazon SEO Basics: Keyword research
- Optimize your product listing
Amazon’s A9 algorithm:
The A9 algorithm is the core of Amazon’s search engine. If you type something at the search box, the A9 algorithm works at the background by looking at several key factors such as,
- Product performance
- Relevancy with the search
- Products reviews
- Fulfillment method etc
Like other eCommerce, Amazon’s primary focus is always sales. A9 algorithm sorts the products from millions with the aim of selling it. So it still tries to show the best product at the best price to the searcher. It’s very typical that a searcher usually never sees past pages 1-2. If your product’s conversion rate is good for a specific term, Amazon rewards it by providing “amazon choice” badge. It is not necessary to be the best seller to get the Amazon choice.
Amazon SEO Basics: Keyword research:
Keywords are the primary driver of Amazon SEO. It enhances the chance of your product’s visibility in the search result. Keyword research is fundamental here. It’s not like the Google search so be careful. Search as many keywords as possible. You need keywords that could potentially match the search queries of a potential customer. Don’t forget to add any relevant keyword because you are potentially risking your rank. There is a common trend at Amazon where the customer uses long details to search. This type of longer search queries is also known as “long tail keyword.” You will be amazed to know that over 70% of customer searches are long tail. So always try long detail search phrases for better conversions.
Another trick is to use the Amazon’s search engine to find your keyword. First, clear the cache data from your browser and then log out and search a product. You will show other suggestions too. Use all of them as your keyword. Simple isn’t it?
You can also use the Google keyword planner, and it’s handy. Any other tool is useful since no tool will give you 100% accurate data. You can also use Amazon automatic campaign report if your product is already listed at Amazon.
Optimize your product listing:
The next big thing after gathering the keyword data is the keyword placement. Keyword placement is divided into several optimization steps. They are,
Title optimization: Product title is the most important part where you need to place keywords. This is the single most reason your product is not ranking at the top. Tittle is the most valuable search field for Amazon. You need to avoid keyword stuffing as well leverage SEO. You need to keep in line with Amazon policy and standard practices. Based on category, the title length will be restricted between 50-100 character. You also need to add a brand name, product name, primary feature, etc. Below you will find a general format for the title at Amazon.
[Brand] + [Feature] + [Material] + [Key Ingredient] + [Product Type] + [Model Number] + [Size] + [package count] + [Color] + [Flavor]
My suggestion is always run behind 1-2 keyword rather than running behind lots of keywords and lost your product tile among them.
Search term optimization: Amazon currently uses 250 characters(including space) in their search terms field to be indexed. So it’s an essential part of your Amazon SEO is to use as close to that 250 character limit. It will increase the number of search terms that can be used to find your listing. You need to use all of the related search terms that were not used in the title. Never repeat keywords. You can use stemming(-ing, -ed, etc.) commas or punctuation to differentiate from a word. Use all of them necessary to increase your product’s visibility on the search page.
Product description: The product description is another vital area where you can use primary search terms. The best part is Amazon has two product descriptions. They are the regular products description and the enhanced brand content. Sadly right now A9 does not index enhanced brand content. So regular product description is must here.
Product feature optimization: The product feature is another place you need to focus on as a part of Amazon SEO. A9 does index product features so consider using at least one keyword per feature. Again a big no to keyword stuffing. Keyword at features enhance the ranking ability and also informs a customer that you have found the right product.
You can also include all relevant search phrase in your Amazon manual campaigns to drive additional customers. Amazon SEO needs ongoing analysis and optimization to maintain the excellent rank ar achieve one. If everything goes right, A9 will rank your product, and you will want to drive the internal and external customer to the listing you have created.