With over 140+ million products listed on Amazon’s global marketplace. It’s not always an easy job to rank in the top results and get sales.
That’s why we have made this guide to help you boost your Amazon SEO and improve your product rankings.
So let’s get started.
Understanding the competition
Research says that 88% of consumers are more likely to buy products from Amazon than other sites. 67% of shoppers go to Amazon to search for new products.
And Amazon does everything it can to keep the trust of its customers, focused mainly on relevance and performance.
You will be able to optimize your product listing quickly. Still, the performance factor plays a big role, so you will also need to have some sales to increase rankings.
Making your product listing more relevant for customer searches and getting some sales will lead to better rankings and even lead to more sales.
Customers should be able to find your products before they can buy them, and searching is the primary way they can do that. Customers search by entering keywords and Amazon matches this against the information (title, description, and so on) that you provide for a product. Factors such as the 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. All of this is powered by the A9 algorithm.
What Is Amazon’s A9 Algorithm
A9 is Amazon’s organic product ranking algorithm that is composed of direct and indirect factors used to match users’ search queries to products they are most likely to purchase.
According to Amazon’s own data:
- 70 percent of Amazon customers never click past the first page of search results and 81 percent of clicks are on brands on the first page of search results.
- The first three items displayed in search results account for 64 percent of clicks.
The results displayed are based on a few different relevance factors (product title, bullet points, description) and performance factors (price, availability, selection, sales velocity).
You can increase product rankings in search result pages with Amazon SEO.
What Is Amazon SEO
Amazon SEO is the process of optimizing your product listing to rank higher in the product search results.
You can accomplish this by researching through competitors and choosing relevant keywords to target. In addition to optimizing your product listing you will also need to:
- Offer excellent customer support to get positive reviews.
- Keep your product stocked so your competition won’t take your place when you stockout.
- Use high-quality, benefit-driven images to increase conversions.
- Ask customers for feedback and reviews after purchase.
- Keep an eye on competitor prices to stay competitive.
Market research and competitive analysis
Before moving forward and doing any optimization for your Amazon listings, Search for the relevant keywords that you think your products should be ranked for and look at the organic results in the top 10 positions. You should focus on the following points:
- The structure of their title.
- How they present benefits in the bullet points.
- What images they use.
- The type of content they use in the product description.
- Specific words used in the product listing.
- The pricing structure of their product.
- Promotions they run.
- Shipping costs and policies.
- Do they offer free delivery?
- The categories in which they are selling.
If you want to become successful, you should take enough time to study their competition regularly and review best-selling items in the categories they target.
Then, implement your own strategies that look successful and ideally improve on them.
Next, regular review mining is crucial as it shows the exact words customers use when describing products. Such terms can help convince other people to buy your products. This can help you find keywords and language that your customers often use to optimize a copy of your product listing.
If you have a good number of reviews for your products, it eventually turns into a better conversion rate, which leads to more sales and higher rankings.
If not, do research on the reviews left on your competitors listings.
Check on both positive and negative reviews. See what works for customers and what doesn’t work about the products they shopped and see if you can address their objections through your products.
Doing so can help you focus on the challenges of your competitors who are not taking this into consideration, as it can improve your rankings and boost your Amazon seller ranking.
Amazon keyword research
After competitive research and review mining, keyword research is the next most crucial activity that you should finish before getting into listing optimization.
Note down relevant keywords
Try to note down all the keywords that come to mind when you think of shopping for your product.
If you didn’t know the name of the product, think what words would you use to describe and find it?
Add all those keywords to a spreadsheet and keep it handy.
Next, add to the same spreadsheet the words found during competitive research of the product.
They will help you go after popular keywords that your competitors are targeting and most likely giving them good results.
In addition to looking at competing products, also check Amazon suggestions as you type a keyword in the search bar
During the analysis of competitive keywords and mining of reviews, you should be able to find a lot of key terms that customers are using to find your competitor’s products.
Those phrases are valuable because they will help you target the exact keywords that people are using to describe products, searching for them before purchasing and add value to find out your products on the first page.
Keyword refine and prioritize
Once you have your initial list of keywords ready, it’s time to see what are the ones worth targeting.
You can use keyword tools to see the estimated search volume for the keywords you found so far.
That will give you information about the traffic potential so that you can prioritize the exact phrases that you should use for optimizing product listings.
Tools like the Keyword Planner from Google Ads help you identify additional keywords that target your products.
Completing this process, you will have a list of high traffic keywords, as well as phrases that customers use in their query to find the best demanding product.
Next, you can use all this available data to write content that increases conversion rates and rankings.
After taking enough time to research competitors’ listings and customer reviews seriously, you can connect with potential customers easier through the product copy you create.
This way you can address all their objections and increase conversion rates.
Hopefully, this guide gives you a good starting point in optimizing your product listings and measuring your Amazon SEO efforts.
Amazon is not a set-it-and-forget environment. Keywords and competitors change over time. In some instances, these changes can happen quickly.
Be sure to update, vary and enhance your keywords periodically.
Monitor and research changing keyword patterns on an ongoing basis.
Use these changes in your product title, bullet points, descriptions, and back end.
These changes can also help a product rank for a broader range of products.
Mike McEvoy, Founder of Web Presence Solutions
As new competitors always enter the market, and Amazon is continuously modifying their search algorithm, you need to stay ahead of the curve.