Improve rankings on Amazon, The new Search Engine Land reports that more than 55% of online shoppers are turning to Amazon to search for products instead of Google. Knowing this, VietMoz decided to edit the article to guide you to do SEO on Amazon better to increase the likelihood of appearing on Amazon stores.
For those of you who are selling directly on Amazon, this article will help you significantly improve your ranking on Amazon – one of the world’s largest e-commerce websites. And now let’s get started!
Improve rankings on Amazon – Understand Amazon’s return results page
In order to sell really effectively on Amazon, the first thing that you must know is to really understand the results page of Amazon. Understand the complexity and the way Amazon displays products. Understanding how Amazon displays products will provide you great help to get your products displayed. Amazon has 2 results page format returned.
First, it is a list display with 15 product returns including all stores.
Second, there is a grid listing of products with 24 results displayed for each page when you search for a specific product or category.
Understanding Amazon’s results page is like knowing how many positions Google SERP has, with ads and organic results.
An important part of the Amazon results page is the filters on the left side of the page.
A user using a filter will produce a set of many initial search queries. This shows that improving the fields in your product list is increasingly important.
For example, when you search for a 16GB iPhone, you certainly want the 16GB attribute to show up on the product title. If not, shoppers who are only interested in an iPhone with 16GB memory will skip your product.
In addition, products running the ad are displayed at the bottom of the results page. These products are optimized PPC similar to Google Adwords ads on Google SERPs.
Understand Amazon query parameters
Next, when analyzing to understand Amazon, you need to pay attention to the query string parameters and platform to use. With data about these queries, your product will be displayed in front of users and they will likely be ready to buy your product.
If you have ever done SEO and are very familiar with grouping user keywords in the same path, it is easier to group user queries on Amazon.
Three notable sections are:
- Field-Keyword: This part is very simple, that is the keyword that the user enters in the search field. For example, “Iphone” or “Samsung 7 case” will qualify as keyword fields and Amazon will place them in the display URL.
- Node: This is a very easy query parameter, because this is an index related to Amazon categories. For example, if you sell cameras, you would enter the node ID 502394 that represents the “camera, photo and video” category.
- Field-BrandTextBin: This is a brand field and it can be very useful for comparing your products to other stores. If you are a used Iphone seller, then the keyword Iphone should appear in your Field-keyword and Field-BrandTextBin.
The hierarchy of nodes is also important:
For more details on how Amazon builds product indexes, you can select filter fields. When selecting the fields of the filter will show the categories or how the URL will change.
Rank on Amazon like a professional – Improve rankings on Amazon
To maximize your Amazon SEO results, you need to know some basic ranking factors that work. Then, knowing the basic ranking factors of Amazon will help display your products on the results page of Amazon.
Amazon uses data to determine what users will see with a search query.
These factors include:
- Product prices
- Search queries (keywords)
- Selected attributes, including color, style, etc.
- Whether or not the product is available
- Sales history
- Customer reviews, including star reviews and reviews
- Number of mouse clicks
There are two main types that Amazon’s fundamentals include:
- Performance factors: This factor is of great interest to Amazon, because this is what Amazon evaluates the products and decides where your product will appear.
- Relevant factors: This is the relevance of the product after a user search.
Ranking factors are based on performance
Performance factors are important, the higher the performance, the more profit for Amazon. The higher the performance indicators are, the higher ranking your product will be. Here are the performance ranking factors that you need to consider.
Conversion rate – Improve rankings on Amazon
Conversion rate is a very clear ranking indicator, but this is a very difficult one to achieve. You can use this method so that your product can be displayed on Amazon, when your product is having a good conversion rate.
Amazon can clearly know about conversion rates. You can view metrics like units and sessions but not enough data to control rankings or perform A / B tests.
First, you need to find your conversion rate data in Saller Central. To get conversion rate data, you need to go to Reports> Business Reports> Detailed Page Sales> Traffic.
You will need to look at Unit Session Percentage metrics to get the information you need. Unit Session Percentage for each product list (order unit / number of sessions).
To improve your product rankings on Amazon, you need to get conversion rate signals. Then, you need to adjust the percentage of users who click on a purchase button. If your product is highly competitive, it is essential to consider conversion rate metrics.
For example, your order number when a user clicks on the buy button is a signal to Amazon that your conversion rate is very good.
Optimize images
Images are one of the key performance factors that help improve your Amazon rankings. If you do not follow your image guidelines, you will surely lose a lot of potential customers.
Amazon requires sellers to upload quality product images that have a resolution of 1000 × 1000 px or larger. Why is Amazon asking that way? The reason is simple because the Amazon product page has a zoom feature. So, you need to upload quality images that are optimized for the zoom feature. This will give your product a better chance of selling.
Product price
Product price is a key factor of the snowball ranking effect. You can take advantage of this factor to optimize Amazon SEO. Not only for Vietnamese, but for foreigners, the price is still a major factor affecting the purchase decision of users. If your product prices are better than other stores on Amazon or compared to other websites. Make sure the percentage of users who choose to buy your product through Amazon will be much higher.
If your price is good and you sell a lot of orders on Amazon, the number of sessions to access your product will be greater. This will greatly increase conversions and make sure your product rankings will improve significantly.
The photo below is a typical example of the price difference on similar products. Different prices of the booths with the same used Iphone 6 16GB smartphone products.
In order to offer the most reasonable price, you need to research carefully the products in your product portfolio. To make sure that the price you set is the same or even better than the prices of other stores.
For example, if you sell used iPhones for $ 100, which is higher than other sellers, surely you will find that your product rankings will be very low. Or more precisely, this is because your product has a lower conversion rate because it costs more. Or because Amazon itself judges that your product is not priced well. Therefore, your product rankings on Amazon will be significantly affected.
Amazon’s ranking factors are based on relevance
By the content above, you probably know how to optimize Amazon’s ranking factors based on performance. In order for your Amazon SEO results to be most effective, you need to optimize the ranking factors based on the relevance of Amazon.
The title of the product list
Title, a term very familiar to SEOs who have done SEO on Google. Similar to Google, headlines on Amazon are also important. On Amazon, the main title is where you will add the most valuable main keywords to it. Besides, not only focusing on the main keywords, you need to add a few words or search phrases related to product descriptions that users can search. Adding more relevant keywords to the title will help increase the visibility of your products on the first page of Amazon’s results page.
Your title should contain some of the following:
- Product brands
- Describe
- Product lines
- Color
- Material
- Size
- Amount
Like Google, Amazon dislikes sellers cramming keywords into product titles. But important keywords should be included in your product title. Adding the main keyword and related keywords to your product title will greatly affect the clickthrough rate. A good title, full of information and attract customers will have a higher clickthrough rate than a general title.
For example, the title “Iphone 6 like new” will be different from the title “Apple Iphone 6 16GB like new (gold)”.
However, if you deliberately stuff the keyword into the title will make users feel uncomfortable and will not click on your product. You should try to put the title briefly, providing all the information that customers need.
Trademark
The brand of the product you are selling is important. The brand field will help a product to be displayed and it will link other co-branded products.
Imagine that you are the user who needs to buy products on Amazon, you will search for products with keywords. For example, if you want to buy an Apple watch, the first word you will type in the search field is “Apple watch”.
Product description in the form of a list
To be most effective in Amazon SEO, you should write a description in a list format. The reason why you should write the description in a list format. Because the list type list will make your content more attractive, shorter and more concise. That word will help your rate better.
In the example above, you can see that the title and description return very well. The title already includes the keywords, brands, colors and other elements of interest to the user. Besides, the product description is also very attractive with a list format.
Thoroughly analyze user searches
Amazon’s ranking factors based on relevance will be important. One of them is the key word. Relying on user search behavior from which to meet the user’s search needs.
For example, if you sell an unlocked Iphone 6 + charger. You have 5 fields to enter keywords, which keywords will you use?
Some of the keywords you can refer to are as follows:
- iPhone 6 16GB
- Apple iPhone 6 “space gray”
- “unlocked” 4G iPhone 6
- IPhone 6 with original charger
- Phone 6 smartphone 16GB
Next, to get the most out of your keywords, you can refer Amazon’s search terms to a product.
- Maximum of 50 characters for each search term
- No need to repeat words
- Commas are not important
- Not good quotes
- No need to use word variations
- Leaving misspelled versions
- Word order can make a difference
- The spelling differences and synonyms are good
Based on Amazon’s search terms guidelines, you can refer to the following terms:
- IPhone 6 16GB unlocked with original Apple charger
- Space gray 4G international unlock with accessories
- Apple smartphone 6 generation factory unlocked GSM
- IPhone 6 dual core mobile device 8mp camera
- IOS Model: 51-F3A8-A92R 1.4 GHz Cyclone Processor
You can perform experiments with your product search terms. An effective way to get those search terms, however, is to see other products in the same product category as you.
Conclusion
The above is information on how to effectively SEO Amazon to help push your product to the top of Amazon results page. Based on this information, you can improve your product rankings on the Amazon results page.
SEO Amazon is similar to your optimization for other search engines. However, there are some other factors. So, you need to understand how Amazon ranks products in your product portfolio. Make the most of the conversion efficiency and optimize the relevant factors so that your product will be displayed on the top page of Amazon results.
Edited by DuyHarry VietMoz
Source: Searchengineland.com