Do you know how to do SEO on Amazon and position your products online? Whether you have an e-commerce business or are considering starting an online store, selling your products through the marketplace giant can lead to success.
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| How to do Amazon SEO: The Definitive Guide |
One of the main reasons is that Amazon provides extensive support to sellers, not only in terms of reputation and reliability but also with the array of exciting features it offers for working on SEO.
It's crucial to follow the platform's recommendations to ensure a good ranking in search results. Your sales success depends on it. This, in turn, contributes to SEO in a never-ending cycle: if you rank well, you'll sell more, and the more you sell, the better your position.
Amazon currently boasts over 350 million products in its catalog, making it increasingly challenging to stand out. With this guide, you can unravel the intricacies of Amazon SEO and position yourself ahead of your competitors.
How Amazon SEO Works
One thing to be clear about before starting SEO work on Amazon is that it differs significantly from strategies used on Google to achieve organic rankings. Amazon's marketplace algorithm functions differently, so you need to implement techniques focused entirely on sales.
Therefore, the most important aspects are related to customer satisfaction, sales history, user reviews, and product listings. Ultimately, Amazon places greater emphasis on search with commercial intent. Products that rank highly in sales listings appear in search results up to 9 times more often.
A9 is Amazon's algorithm that manages its search engine based on user purchase history, customer traffic, and various user queries. This way, the intelligence can predict which customer is most likely to buy a particular product and distinguish them from others.
10 Tips for Improving Your Amazon SEO and Increasing Sales
On the internet, competition is fierce. Therefore, a critical aspect of online selling is achieving a high level of visibility so that customers can quickly and easily find your products. This is precisely what SEO enables: positioning products based on keywords that match user search intent.
Here are some aspects to consider when uploading your items to this platform:
1. Product Names
Unlike SEO for Google, which requires short and concise titles, on Amazon, your titles should be descriptive and original. The most crucial aspect here is to include as many keywords as possible, as the A9 algorithm indexes all keywords that appear.
There is no consensus on title length. Most use between 80 and 120 characters, as they don't exceed the visible limit. While Amazon doesn't consider keyword order for ranking, it's advisable to consider user search intent when crafting titles.
In general, the title should always indicate the product, brand, model, quantity, and some descriptive keywords.
2. Use Quality Copy in Your Descriptions
Something you should know about Amazon SEO is that the platform doesn't consider descriptions for product rankings. However, descriptions still play a crucial role as they influence user purchasing decisions, which, in turn, impact rankings.
Therefore, descriptions should be informative and detailed. Focus on highlighting the benefits of buying from you rather than competitors and address potential customer doubts about the product.
Don't forget to include essential keywords for discovering your product. Quality copy makes it easier to capture the user's attention and convince them to make a purchase. The key is to present information in an organized and helpful way.
3. Fill Out Attributes
In Amazon, it's essential to optimize attributes, which appear just below the title and help complement it. You can include up to 5 different attributes.
Avoid repeating the same keywords that appear in the product name. Instead, use this space to emphasize why your product is of high quality.
4. Use Meta Keywords for Your Products
On the other hand, meta keywords are information intended solely for the Amazon algorithm and aren't visible to users. The platform combines these keywords with other elements on the page.
Meta keywords play a significant role in product ranking. Amazon allows you to enter up to 800 keywords. The best practice here is to organize keywords into primary and secondary categories, describing the item first and then including keywords related to its features and categories.
5. Optimize Images and Showcase Your Product
In online sales, images are highly relevant. Keep in mind that users can only see the product they're purchasing through an image. Therefore, it's crucial to have high-quality images that meet Amazon's specifications. Specifically, the platform recommends images of 1000x1000 pixels.
Moreover, you can upload up to 10 photos per product, allowing you to show the product from various angles and cover different aspects.
6. Choose Categories Appropriately
Another critical aspect of Amazon SEO is product categorization. When uploading your items to the platform, it's important to carefully select the category to which they belong.
Categories correspond to the market niche for the product, and the correct choice significantly influences its ranking and visibility.
The reason for this is that it's the most efficient way to facilitate user searches. Additionally, you can further refine product positioning by specifying more specific subcategories.
7. Address Customer Concerns and Questions: Amazon Seller Central
Much of Amazon's strategic positioning revolves around customer satisfaction. Similarly, its algorithm ranks products from sellers with a good track record in this regard more favorably.
To achieve good SEO positioning on Amazon, you must perform well as a seller. Amazon Seller Central provides a section where you can monitor your performance based on two criteria. The first criterion is related to the number of orders that received negative feedback, complaints, or requests for refunds.
The second criterion involves those instances where the seller breached the contract by not sending the product or delivering an item that did not match the description.
8. Encourage Product Reviews
Effectively doing Amazon SEO also involves generating customer reviews. Remember that third-party reviews tend to have a significant impact on a product's purchase decision because they are unbiased and based on real experiences.
According to Amazon itself, over 93% of users read reviews before making a decision. Therefore, it's important to gather a substantial number of positive reviews. How can you do this? In addition to offering high-quality products and being honest and meticulous in your descriptions, there are several ways to encourage reviews, although they are not foolproof.
The most common method is to include a small note inside the package thanking customers for their purchase and asking them to leave a review.
9. Utilize Amazon Marketing Services Functions: Amazon Pages
Did you know that you can create landing pages on Amazon to enhance your products? With Amazon Pages, you can customize landing pages and improve your SEO. Essentially, it's like having your own e-commerce website within Amazon with your own design and brand image. Among its many benefits, you can:
- Include more information about your business.
- Drive traffic from your social media or e-commerce.
- Access detailed metrics through Amazon Analytics.
- Include links to product categories.
- Implement dynamic widgets such as "Best Seller."
10. Launch PPC Campaigns
There's one more crucial point to master in Amazon SEO strategies, and that's the opportunity to run PPC advertising campaigns.
While the direct influence of these campaigns on rankings may not be clear, keep in mind that they are particularly useful for generating traffic to your products and increasing sales. In turn, this will improve your SEO positioning in the marketplace.
Your target audience is on Amazon, and you want to reach them effectively? At HALA Business, we offer our Performance Marketing service for Amazon Ads. Furthermore, we are well-versed in all the formats that drive users both inside and outside the Amazon environment, including Search, Display, Video, Dynamic E-commerce Ads,
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