How to Do SEO on Amazon & Rank Your Products For Free?
Selling your products on Amazon is as easy as it seems, but have you ever thought of your product ranking in Amazon search results and how it works? If the answer is no, then you might not get sales as many as you can get after product listing optimization. Just like the regular SEO, the Amazon search algorithm has its SEO tactics to help sellers attain a higher ranking in searches on Amazon for targeted keywords and search terms.
Ecommerce websites have changed the way people shop today. Nearly half of the online shoppers search for a product on Amazon or any other e-commerce store instead of trying Google search. And, this trend is growing at a fast rate, so if your products are not visible in Amazon search results, you are losing big to your competitors. It is why Amazon SEO is important for every seller to generate more traffic and sales through appropriate optimization practices.
What is Amazon SEO?
Amazon SEO or Amazon search engine optimization is the practice of product listing optimization to make it easier for the Amazon search algorithm to find your products for relevant search terms. It helps sellers achieve a higher ranking in Amazon search results for target keywords and show them to shoppers who search for products targeting those keywords. It is also vital to understand that the ranking algorithm on Amazon works differently than Google or Bing’s ranking algorithm because Amazon is primarily a buying platform.
Amazon marketplace uses a very easy-to-use interface to let sellers populate all the data related to their products. It includes product title, images, description, good reviews, and other information that are key ranking parameters on Amazon. Once you know how to optimize these fields, it makes it very easy to achieve a higher ranking in Amazon search results. It is where you need to understand Amazon search engine algorithms and how it works to easily implement necessary changes to optimize your product listing.
There are three things that any Amazon seller must look to optimize for – visibility, relevance, and conversions. If you optimize your product listing for these three, you’ll end up getting more traffic and sales. According to Amazon:
“Customers must be able to find your products before they can buy your products. Search is the primary way that customers use to locate products on Amazon.
Customers search by entering keywords, which are matched against the information (title, description, etc.) you provide for a product.
Factors such as degree of text match, price, availability, selection, and sales history help determine where your product appears in a customer’s search results.
By providing relevant and complete information for your product, you can increase your product’s visibility and sales. Below are some general guidelines to improve your product listings.”
Amazon’s Search Algorithm
Let’s talk a bit about the Amazon search engine and Amazon’s search algorithm for product search. Amazon uses the name A9 for its search algorithm, just because of the name of the company that handles the company’s search engine advertising technology.
Customers use all kinds of different search terms to find a product that is pretty much transactional in nature. Amazon search algorithm usually counts a couple of things – relevance and performance to rank products in search results. The whole thing comes down to a basic thing explaining how relevant a query is to a product that appears in Amazon search results.
When we talk about Amazon ranking factors, we can categorize them into two categories as mentioned above:
- Relevance-based Amazon ranking factor
- Performance-based Amazon ranking factor
You can easily influence these ranking factors by the appropriate use of relevant keywords to optimize your product listing for a higher ranking in search results.
Relevance-Based Amazon Ranking Factor
Product’s Title: It is the most important ranking factor of Amazon SEO where you need to put the most relevant keywords related to your product. You can include the following terms in order to optimize your product’s title:
- Brand name
- A Brief description of your product
- Any essential or specific ingredient or material
- Color of your product (if applicable)
- Size of your product (If applicable)
- The quantity of your product (if applicable)
Seller Name: Sometimes mentioning your seller name in product title can impact your ranking in Amazon’s organic search results. For example, if the seller name contains the word ‘man’ and your product is targeting male customers, it could have an impact on your relevance as a ranking factor.
Amazon Backend keywords: They are hidden keywords that you can use in the backend section of your Amazon’s seller account. These backend keywords are essential to tell Amazon’s search algorithm that a specific product is targeting a specific search term on the site. They are like meta tags in Google search that tells the search engine what your webpage is about for displaying the most relevant search results to users. To successful use Amazon backend keywords, follow these simple rules:
- Don’t repeat words
- Avoid quotation marks for better control over the character count
- Avoid variations of the same words
- Ignore commas
Brand Field: The use of brand names in your product listing may increase your rank in organic search. A product’s brand appears up on the product page just above the product tile. Many people search for products using a brand name, which is why it could have an impact on the relevancy of your product listing in search results.
Product Description and Bullet Points
These are one of the most vital elements of your product listing as they tell your potential consumers more about your product, its features, and specifications. This is your chance to talk about your product in detail. You can include the most important keywords in your product description and bullet points while keeping them readable, natural, and convincing from a customer’s point of view.
Performance-Based Amazon Ranking Factors
You cannot directly control performance-based ranking factors because of additional considerations beyond keywords. But still, you need to understand these ranking factors for your product listing optimization.
Product’s Price: It is obvious if your price is competitive compared to other sellers selling the similar kind of products, it significantly impact your conversion rate and sales. When Amazon’s ranking algorithm identifies that your products are selling more than from other sellers, you will witness a higher Amazon search ranking. Carefully conduct competitors’ research and compare the prices of similar products and set your price accordingly to attract more customers.
Conversion Rate: As discussed in the above point, the better is your conversion rate, the better ranking your product listing will attain in Amazon search results. It is a vital performance-based ranking factor that could significantly improve your Amazon search ranking.
Product Image: Your product’s images are very essential for your product listing. You should use bigger and high-quality images in your product listing as per the Amazon guidelines. According to Amazon:
“Images should be 1,000 pixels or larger in either height or width. This minimum size requirement enables the zoom function on the website. Zoom has been proven to enhance sales. The smallest your file can be is 500 pixels on its longest side.”
It makes your listing more relevant and attractive in search results, which leads to more clicks and sales.
Amazon reviews: Reviews of your products on Amazon are another performance-related Amazon search factor that impacts your ranking in search results. Amazon algorithm knows customers rely on reviews as personal recommendations to trust a seller. Products usually with more reviews and higher product ratings rank higher for relevant keywords in Amazon search results. The more positive reviews you get on your product listing, the better will be your click-through rate that results in more sales. You can simply follow up with your customers asking them to leave reviews on your product listing to get more relevancies in search results.
So, these are the high-performing Amazon ranking factors that are essential elements in your product listing optimization. You can use these Amazon SEO tactics to rank your products for free in Amazon search results. Here’re the key things, to sum up how you can perform product listing optimization for better search ranking:
- Optimize your product listing title using relevant keywords
- Write a product description that tells a story using relevant keywords
- Optimize product bullet points using relevant keywords
- Utilize Amazon backend keywords
- Upload bigger and high-quality product images
- Set competitive prices for your product listing
- Follow up with your customers for reviews
At Media Search Group, we offer a complete range of Amazon SEO services to help Amazon sellers boost their sales and visibility with personalized Amazon listing optimization services. Contact us for a free consultation with our Amazon SEO experts to discuss your business goals and how you want to achieve them. They will help with the most appropriate services to gain maximum exposure on the Amazon marketplace.