Understanding How Amazon SEO Works
With over two million sellers on Amazon selling everything under the sun, getting your products ranked in the hard-to-crack A9 algorithm is pretty challenging. While Amazon’s search engine algorithm takes many direct and indirect factors into account, there are certain key, controllable aspectsthat you should focus on to quickly improve your Amazon SEO. Before reviewing these factors, let’s discuss the immense value of your Amazon Advertising keyword data and how you can leverage it to improve organic rankings.
The Value Of PPC Keywords
Amazon keyword research tools typically recommend keywords based on generic user data or by using the keywords that exist in your competitors’ listings. Where these tools fall short is that they do not utilize the actual search terms that customers use to find your products. The best way to determine the search terms that customers search when they find, click, and purchase your products is through your Amazon advertising data.
By analyzing your advertising data, we can get the exact search terms that your customers are using, how those keywords converted into sales and the total traffic that those keywords are generating. These keyword stats are SEO gold for optimizing your listings for Amazon’s search engine! Instead of relying on the third-party SEO tools that try to mimic customer search terms, we provide the real thing to give you an edge over other sellers.
Optimizing Your Listing For Amazon SEO
- Product Title: Your title has the biggest impact on Amazon SEO. Using your keyword data, sort the top 3-5 customer search terms and align them in the most logical manner while keeping in mind Amazon’s standard format and guidelines. Refrain from overstuffing keywords – While having all the top keywords is great, if your title is too long, looks spammy or violates Amazon’s terms, it is sure to backfire.
- Bullet Points: The next section that you should be updating is your bullet points. Although this doesn’t have as much impact on your SEO compared to the title, these are still worth to be optimized. Highlight the benefits and key features of your product and make sure you use top 10-15 customer search terms in it.
- Backend Search Terms: Last but not least, optimizing the backend search terms has proved beneficial time and again. Amazon allows you to add only 249 characters in this section. So use the top 25-50 keywords to find the long-tail keywords that customers are searching to find your products. Adding these long-tail keywords in your backend search terms can help increase traffic and sales drastically. Finally, always avoid duplicates when populating backend search terms– Amazon does not assign greater relevancy to products for redundant keywords.
By ensuring your listing title, bullets, and back-end search terms are populated with the most relevant keywords that customers actually use to find and purchase your products, you are putting yourself in the best position to maximize sales and improve ranking.
The Big Picture
All these steps will help your product’s SEO and organic search rankings but at the end of the day, the biggest impact will be the conversion of product page views into product purchases. If a customer performs a search, clicks on your listing and then buys your product, that is a huge signal that your listing is relevant to that search term and Amazon should increase the organic ranking. If this happens enough times, Amazon will keep increasing your rankings. This is precisely where advertising plays a major role.
Amazon advertising campaigns work in unison with SEO in telling the A9 algorithm to organically rank your product for your top keywords.
At Advance, we aim to help all our customers to leverage the Advertising data in their product listing content to reap the most out of it. Learn more about the Product listing optimization best practices in our detailed blog here.
Schedule a free consultation with our experts and get data-driven insights on the search terms for your product to optimize your listings better.