The aim of the game for pretty much all Amazon sellers is to rise to the top of the rankings for keywords relating to their product.
Once your product ranks for a steady stream of keywords, the sales will follow, which is still the biggest signal to Amazon that your product is worth pushing to the top of other, much more competitive keywords.
Amazon’s A9 algorithm can be a tough nut to crack. But with this guide, you’ll soon be taking large strides in the right direction. So let’s take a look at the 4 things you really get on top of to stand any chance of dominating Amazon SEO.
1. Keyword Research
Ah, keywords, the lifeblood of any Amazon listing. But how do you choose the right ones when it comes to Amazon?
The first order of business, before you even start your research, is to consider how the A9 algorithm works. Whilst it is a search engine, it is NOT Google, and they certainly do not operate in the same way.
The goal of A9 is to answer a customer’s query with an item that is most likely to sell. Can you now see why sales are the most important ranking factor?
Since Amazon’s algorithm doesn’t expend any energy on user intent, and instead just focuses on finding products that are likely to sell, getting to the top of the organic rankings for keywords is of vital importance.
So how to find those all-important
this is where you are going to need software to help you. AMZ Tracker’s advanced
keyword research tool can unveil search volume attached to keywords in your
industry and help you decipher which ones you need to be going after in order
to gain traction early on.
2. Optimize Your Listing for Amazon SEO
This is where you are going to focus a lot of your energy once you’ve found your chosen keywords, starting with your product title.
Make sure to optimize your listing title by doing the following:
- Using Primary Keywords – Preferably those with the highest search volume and most relevant to your product.
- Include a Call to Action – A little something that helps to “win the click” from potential customers.
- Include Brand Name – Make sure to include your overall brand name in the title.
- Title Length – Make sure your title is less than 200 characters long (this may change in the future).
- Leverage Pipe Symbols – Pipe symbols (|) help to break up your listing and make it easier to read.
Once you’ve nailed the title, it’s time to attack the bullet points. This is where you really get to sell the product to your customer. Hire a trained copywriter if need be.
This is where you’ll need to list the benefits of your product, any warranties or guarantees you offer and finally don’t forget to include those keywords again! Although, try to include a few more secondary keywords to increase relevance if you can.
Do NOT stuff this section full of keywords as you’ll never sell any products, write for the customer first, then add keywords for Amazon SEO second.
With the product description section, try and establish trust with your customer by adding social proof, telling your brand story and effectively communicating your unique selling point.
It’s also wise to answer any likely FAQs that may crop such as how to properly use the product (including pictures), and finally add any product features you weren’t able to squeeze into the bullet points.
The best option for this section is to apply for Enhanced Brand Content (EBC), which always sellers to create a much more engaging sales page. However, sellers need to be aware that only trademarked products and brands are currently eligible to enroll on the Amazon Brand Registry to access EBC privileges.
Whilst you can’t optimize an image to the same extent you can with Google SEO, make sure your product has the best possible photos (within the guidelines), as they are important elements in increasing click through rates and therefore sales.
3. Backend Search Terms
Amazon overhauled their backend search terms in 2018, and not without good reason. They were getting abused, and some black hat sellers were witnessing some incredible results. Which is why Amazon stomped out that particular fire as soon as they could!
This is a crucial aspect of ranking in the A9 algorithm, and it’s also one of the most straightforward, yet many sellers still get it wrong.
Basically, fill out the backend search terms with keywords, starting with the highest volume and then work your way down. But do not duplicate! There’s not point putting “wireless headphones” if you’ve already included that in your on-page listing.
Instead, this is where you need to do some serious research on long-tail keywords, that is to say, longer phrases that tend to have a lower search volume but convert into sales pretty well.
In this case, it may be that “wireless headphones for running” may be a perfect fit for your product. In order to find high-converting long-tail keywords you’re going to need to enlist the help of software once again. Deepwords, is one such tool provided by AMZ Tracker. Using this software, you’ll be able to find super high converting keywords, that many other sellers will have missed.
4. Competitor Analysis
It may be that you’ve made the perfect listing, got the right keywords sprinkled in, and have created a title that converts.
So do you just sit there and wait for the sales to come in?
No. Of course not.
This is where you go on the offensive in terms of Amazon SEO. This is because despite doing everything right, you may still have missed something, and that something may be the difference between page 10 of search results and being on the first page.
This is where you need to conduct thorough competitor research, doing a deep dive on their keywords and listings to see what is working for them that you don’t currently have on your own listings.
Of course, once again AMZ Tracker can provide the
answers by allowing you to track your competitors’ products against keywords.
As soon they make a change that seems to work you can be across it and follow
This should be an ongoing process. Testing and tweaking is part and parcel of having an effective Amazon listing. Change the keywords you use, rewrite descriptions, tweak your bullet points. Keep improving at every opportunity.
Having a successful amazon listing isn’t just a set and forget business, you need to constantly monitor performance, protect against threats, and climb up the rankings whenever possible.