SEO or search engine optimization is made up of multiple techniques and the ultimate goal is to position what we want to show potential customers on the first pages. But, What happens when we talk about SEO on Amazon? Why is it characterized? How do you optimize on Amazon in 2022? What factors influence Amazon rankings?
Without a doubt, the Amazon marketplace is one of the most used, and that is why many seek to know the techniques to position their products in the sight of potential buyers. That’s why in today’s post we want to bring you a little closer to SEO on Amazon and everything related to its positioning, rankings and tools. Keep reading!
What is SEO on Amazon?
The largest e-commerce in the world, Amazon positions its products based on a series of characteristics and factors: The title, the keywords of the product description or the sales ranking characterize the SEO on Amazon. These are just a few factors that determine the position of a product, but it is a matter of constant updating and improvement, which will allow them to achieve a good position on the online sales platform.
What does the Amazon search engine take into account in 2022 to position products?
The Amazon algorithm that manages its search engine looks at different elements to determine the best or most relevant products within the ecommerce giant. In this way, it takes into account aspects such as the customer traffic pattern, purchase histories, searches performed and a text-based index of all pages.
With this, it manages to predict what is most interesting for the client, so through a good SEO strategy adapted to the marketplace You will make your product stand out from your competitors.
Amazon’s A9 Algorithm
Amazon’s search algorithm is called A9, whose function is to classify products based on different criteria.
- The sales: This is the most fundamental point, the aspect that has the most importance for the Amazon algorithm. The more units of a product you sell, the better positioned it will appear and in more keywords or results. In addition, having products that present different options (such as color) will be very positive to position yourself correctly. The algorithm also takes price and conversion rates into account.
- The satisfaction: the satisfaction of the users is also very important, since it determines the quality of the seller and the product. If you also have Prime service, it will be positively valued for the speed it entails, making it easier for you to climb positions.
- The categorization: entering the category to which the product belongs is valued positively, since in this way, the user will be able to filter the results and there is a greater chance that they will reach your product.
- The fulfillment: Although this is not a service that is useful for all sellers, having an FBA company account allows you to dispense with internal services, since the management is carried out by Amazon. Therefore, Amazon will carry out all the steps between storage and customer service. This will give your product an added advantage, and therefore, the algorithm itself will allow you to appear higher in the results.
- The keywords: the words you use to designate your product are also very important to show you in the results, so it is essential that you carry out keyword research adapted to the platform.
- The discounts: Although this factor is not extremely important, having some discounts on products will make it appear as a relevant product by increasing the CTR.
SEO on Amazon vs. SEO on Google
If you search for any product on Google, it is most likely that Amazon will appear among the main results. Being the largest ecommerce in the world, searches will redirect you to the platform. Nevertheless, Amazon does not work the same as Google for the simple difference of its nature.
While Google is used for general knowledge, Amazon focuses on productsso the keywords and search results are different between the two platforms: it is useless for you to try to position some shoes on Amazon under the words “buy shoes”, while it will make sense in the Google search engine.
The on-page optimization will therefore be very different, since keywords, loading speed or links, among others, are more relevant in Google; while Amazon takes into account other factors such as the historical factor, transactions, sales volume or the utility of the sales and products themselves..
Another fundamental difference between the two is that Amazon has its own algorithm (A9) and its own positioning or ranking factors. That is why, it is useless to use Google SEO techniques on Amazon, you will have to carry out another type of keyword research, the title has much more importance than what is given to it in Google and positive reviews are essential to climb positions.
Another distinguishing feature has to do with the CTR (Click Through Rate) that in the influences the results rankings. However, Amazon takes more into account the CTS (click to sales), that is, the sales generated by a product. Thus, even if the CTR of a product is lower, Amazon relies on the CTS to position a product higher.
How to optimize product pages on Amazon?
We have found the million dollar question! If Amazon and Google search engines are so different, then how can I optimize my products on Amazon? As we have told you, Amazon takes into account other aspects to position the products: product sheets, customer ratings and comments, among others.
In general, when optimizing product pages, the following elements must be taken into account.
The SEO title
Title It is essential to position your product, since it is the first indexing criterion that Amazon uses. The key to making a title as optimized as possible is to first carry out keyword research and enter as many keywords as possible, always adjusting it to the type of searches within the marketplace.
It is always recommended to follow the product-brand-model structureafter which depending on the product you can add color, gender, number of items… And once we have added that data, the rest of the remaining characters will be used to add some of the keywords that we believe most relevant. We must always think from the client’s point of view, since the more accurate the title is, the more chances there will be of appearing in the top positions of the ranking. It is best that we use the 200 characters that Amazon allows us to enter in the title, although it is not mandatory to use all of them.
The bullets or vignettes
The section that appears just after the title and allows us to introduce 200 characters of product attributes divided into different bullet points. This space is essential because it will be the reasons why customers will want to buy the product. The attributes or bullets they are not a repetition of the title, but they are the reasons for sale, what differentiates your product from the rest that compete in your category. Make the most of it! It is a way to visually structure sales pitcheswith a minimum of 5 bullets and introduce the characteristics of the product so that Amazon indexes it and is useful for potential customers.
The description
The title and attributes are not enough to specify your product in an extensive way, so this is where you will have to demonstrate your gift as a salesperson: In addition to the specifications, it is a good space to finish selling the product to the potential client..
Although it is true that few users get to read the entire description, it is essential to give as much information as possible regarding weight, color, size, materials and everything necessary so that the customer cannot recriminate you that the product they expected does not meet with your expectations. In addition, the more information, the more reliability it will offer to those who come to your product.
The meta-keywords or SEO search terms on Amazon
These keywords will not appear to the user, but they will be read by the Amazon algorithm. Therefore, the best thing for the SEO positioning of your product is Enter all the possible keywords related to your product, or that you think will make you appear in the results. You have exactly one thousand characters separated by spaces, that is, practically 800 keywords.
The pictures
Undoubtedly one of the most important aspects for Amazon and for buyers is that the product has a multitude of photos that allow you to correctly visualize all its characteristics. Make sure you have photos from different angles, in 3D and in flat format; and always with the highest quality. The standard format established by Amazon is 1000 x 1000 pixelsso try to make the resolution as good as possible to avoid confusion and give a sense of professionalism.
Always you can include images with visual characteristics: For example, if you sell a waterproof coat, include a photograph that either shows that it repels water or has an icon that indicates it. In this way you ensure that the customer is clear about the characteristics of your product without even having to read the description.
Note that the cover photo must have only the product on a white background, It must not have watermarks and it must not be placed on a mannequin, a table or anything else that is not a white background. Take advantage of the following photographs to include the mannequin, or a photo action (for example, a person wearing pants to be able to see the length, width, shape…)
How do you improve your ranking on Amazon?
In this aspect, it is necessary to be very clear: the way Amazon determines ranking is through sales. Therefore, you have to sell to appear in the top positions. Yes, it seems ironic, but this is achieved through a good Amazon SEO strategy with the recommendations that we have already told you about.
You can also use other techniques that have nothing to do with SEO optimization but can be very useful, such as complementary strategy: the ads using Amazon PPC (much cheaper and more accurate than Google’s), the discount coupons waves stock drops. In any case, what does Amazon take into account to make the rankings?
The importance of reviews on Amazon
Essential point! That your customers are happy and positively value the seller and the product, will allow you to climb positions in the ranking and have a higher conversion rate. The most recommended is to have at least 15 reviews of at least 4 stars, but as long as the ratings are positive, the more the better. Of…
Facebook Comments
Disqus