Millions of online shoppers think of Amazon as the one-stop-shop to get whatever they want and have it delivered as quickly as possible to their doorstep. This isn’t far from the truth, as Amazon has evolved into the default platform for online shopping and ecommerce globally.
As a result, getting to the top page of Amazon search results is a top priority for any online retailer selling on Amazon.
By ranking your product with Amazon SEO, you can benefit from Amazon’s brand recognition, increase company sales and grow revenue with Amazon.
As an Amazon seller, it is important to understand the ins and outs of Amazon SEO. Without a working SEO, you won’t be able to attract the right customers and increase sales on Amazon.
That is why we have created an SEO guide that would work for you in 2022.
Here are the sub-topics we will cover in this article:
When we refer to Amazon SEO, many people associate the term with ranking websites on Google. Interestingly, Amazon SEO works similar to that of Google.
Amazon SEO involves the practice of optimizing product listings on Amazon to rank on customer search results and reach a wider audience. Amazon ranks products based on a system called A10 Amazon Algorithm.
Amazon is also considered a search engine, with 62% of US shoppers starting their product search on Amazon.
Want to know how to increase conversion rate on Amazon? A working Amazon SEO helps increase your listing’s visibility, drives traffic to your listing, and increases conversion rates.
The A10 Algorithm functions as a search ranking system that indexes and ranks product listings on search results based on certain factors. The A10 Algorithm replaced the A9 Algorithm, which was the previous version.
The A10 algorithm has shifted its search criteria to focus more on consumer behaviors. If your product has increased traffic and sales velocity, it will likely rank higher than your contemporaries on search results.
Here are a few differences between the Amazon A10 and A9:
So how does Amazon A10 rank product listings? When A10 moves through Amazon’s wide list of product catalogs, it pulls results looking at keywords inputted by customers in the search bar. Next, A10 analyzes these keywords and attempts to matchmake and generate results based on two major factors:
These factors have variables that are analyzed for ranking. This is why optimizing your listings for both relevance and performance is important to rank higher in search results. Let’s look at these factors in detail
Relevance is primarily based on keywords. Amazon combs through keywords to understand your product listing and delivers relevant products that include the keywords used by the user in the search bar. As an Amazon seller, keyword research and optimization are an inevitable part of your Amazon SEO.
You need to carry out keyword research to identify all the keywords you need to include in your product listing. You can add these keywords to the following parts of your product listing:
Performance-based factors determine how high products get ranked on search results. Amazon analyzes your listing performance based on these main metrics: CTR (Click Through Rate), CR (Conversion Rate), and Actual sales.
These metrics are a function of different variables like product price, product images, customer reviews, fulfillment methods (Amazon FBA or FBM), and more. Let’s look at some of these variables:
To rank higher on Amazon, here are a few Amazon SEO best practices to keep in mind in 2022:
The Amazon marketplace has become increasingly competitive and with new sellers dropping in thousands every year, the marketplace has become crowded. You are most likely going to have millions of sellers targeting the same set of keywords.
To take it a step further, look out for long-tail keywords. These are sets of three or four words that have low competition and are likely to convert faster. Also, customers mostly search for products using these long-tail keywords.
So how can you find them? You can make use of paid keyword research tools or use Amazon’s Autocomplete feature. Simply type in the root word on the search bar and you will see a list of long-tail keywords that customers are searching for.
Ensure you carry out this research continuously, to get as many relevant keywords that can bring you sales.
Once you carry out keyword research, include all these keywords in every part of your product listing. From the product title, bullet points, product description, and backend keywords. Include top keywords, long-tail keywords, and keywords with low competition. Ensure you are not missing out on keywords that could drive more traffic and increase conversion. Remember to use synonyms of a particular keyword. For example, if you sell phone chargers, include keywords like ‘Phone cable’, ‘USB cable’, and other variants customers could be searching for.
Product images are fundamental to attracting customers and influencing a buying decision. They are the only visual representation customers get of your product. Use high-quality images following Amazon image guidelines and take image shots from different angles. Infuse some lifestyle images to give customers an idea of what using your product looks like. With high-quality images, you can drive traffic to your listing and earn more conversions.
Maintaining competitive prices is key to ranking on Amazon in the long run. Setting prices that are higher than the market price could reduce click-through and conversion rates which affect your ranking. Customers will only pay more for products adding some additional value to them. Check the prices of your competitors and ensure you set your prices accordingly. You can also use repricing tools that automatically keep your prices competitive.
Customer reviews and ratings play a crucial role in determining your performance on Amazon. Not only does it significantly affect rankings, but customers also rely on them to make a final buying decision. A customer will want to know if there’s a good chance the product will work for them.
Encourage your customers to drop an honest review after they make a purchase. You can use the “Request a Review” button or add product inserts to the packaging encouraging customers to drop a review.
Amazon SEO consists of many elements that each require fine-tuning and consistency. To stand out, drive traffic and make sales, you need to apply SEO best practices, tweak them and adjust consistently. Also, you need to be patient as you may not see the results of your efforts immediately. However, if done correctly, you can wind your way up to page one of search results and expand your business.