Amazon SEO – A Comprehensive Guide

Selling on Amazon has become quite an appealing source of income to so many people worldwide. Amazon’s stupendous growth over the years has immensely benefited a large number of household brands, small entrepreneurs and even stay-at-home moms, to name a few.

However, this has also significantly increased the competition in this thriving marketplace. This means, as a seller, you must do your best if you want to succeed on Amazon. Click To Tweet With that in mind, we have decided to create this comprehensive Amazon SEO guide to turn you into an expert seller on Amazon.

Why Amazon SEO Matters?

In this guide, we will try to break down everything you need to become an expert at Amazon SEO. From explaining the intricacies of Amazon SEO to delving into the A9 algorithm, we are going to share all the best-kept secrets with you in this practical guide.

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Our goal is to help you quickly boost your ranking and profits on Amazon. We will discuss some of the most important Amazon SEO guidelines. Lastly, we will go into ranking factors and how you can rank your products in top search results on Amazon.

What is Amazon’s A9 algorithm?

A9 is Amazon’s own proprietary search engine. Its sole purpose is to provide relevant results to customers’ queries with the most sellable products.

Though A9 is nothing less than revolutionary, most people haven’t even heard of it. One of the reasons for this is, unlike Google, Amazon is not interested in solving customers’ problems with A9. In fact, it’s purely a product-based search engine.

In other words, Amazon is not concerned with searcher intent issues. For instance, if a user is looking for some information or a how-to guide, Amazon is not the right place for them.

On the other hand, Amazon A9 does exceptionally well when the user intent is purely commercial i.e. user is looking to “buy” any item. Since people coming to Amazon have only one goal –to buy stuff, Amazon’s A9 is extremely effective in what it does.

As a seller, your goal should be to sell more and more products on Amazon. This is easier said than done. So, how do you think you can achieve that?The best way to attract more buyers to your products is to rank higher in organic rankings. This will improve the visibility of your products, which in turn, can lead to more clicks and more sales.

What Are Amazon’s Organic Rankings?Amazon's Organic Rankings

When a user enters a query into Amazon’s search, he/she is provided with a list of results. These are a combination of organic and advertised results. Advertised products are at the top and organically ranked products are listed below these. Let’s take a look at different types of results on Amazon.

What is Amazon advertising and Amazon PPC?

There are several types of advertisements published on Amazon. Amazon advertising is a vast subject, but for the sake of Amazon SEO, we’ll cover a few important ad types.

Sponsored or PPC productsPPC products

If you have ever conducted a product search on Amazon, you might have seen sponsored results. These are Amazon’s PPC or sponsored products. These are usually displayed at the top or midway of Amazon result pages.

Headline AdvertisementsHeadline Advertisements

These ads are displayed at the top of the result pages. They contain an image of the product along with some sort of branding such as logo of the company.

Amazon provides a lot of other advertising options to sellers. But let’s get back to the real purpose of this guide – Amazon SEO. Let’s delve into A9 – the powerful and incredible organic search engine by Amazon.

Understanding Amazon A9 algorithm

While A9 is no match to Google’s algorithm, it is at the core of Amazon’s product search. Decoding it can help you attain some really profitable results in a short time. The strategies we are going to discuss here will help you rank your products higher and make more sales regardless of the platform you choose to sell your products.

Amazon SEO: The Ranking Signals

As soon as you hit the search button, A9 algorithm filters the products through a number of ranking factors and displays the products that are most likely to sell.

Amazon’s ranking signals can be broadly classified into two types:

-On-page signals (code and listing content)

-Off-page signal (external factors like competition)

While we can easily control on-page signals, off-page signals are somewhat more complex. They consist of everything from customer purchase history to your competitors’ products. However, there are some effective ways to have some significant control over your off-page signals too.

Why Keyword Research is Important for Amazon SEO?

Any type of SEO is incomplete without keyword research. Doing keyword research in Amazon is important to find new search terms that your target customers are using while searching for their products. Keyword research can give you a good idea of related and similar items to the product you’re planning to sell.

Effectiveness of your optimization process depends on the accuracy of your keyword research.We will basically search for all keywords related to our products that have a significant search volume.

What Are Platinum Keywords on Amazon?Platinum Keywords

These keywords are used by platinum level merchants to set up and structure their stores. If you’re nota platinum level merchant, platinum keywords may not hold that much importance to you.

While adding your own keywords wherever possible is a good practice, platinum keywords have virtually no impact on your ranking and SEO. This may be the reason why many sellers choose to ignore these keywords.

What Are Amazon Style Keywords?

Style keywords are essentially used to categorize your products. As a seller, you should make sure to add these to your products. Whenever a buyer applies filters to the search, style keywords come into play and help Amazon sort the search results for the user.Amazon Style Keywords

Style keywords can be classified into various types such as subject matter, target audience, intended use, and other attributes. To help sellers with style keywords, Amazon has some predefined options that you can select using the drop-down menu. Style keywords classification makes your products displayed in filtered results. So, there’s a considerable amount of traffic you can get by adding these keywords to your products.

 What Are Backend Keywords?Backend Keywords

Amazon has recently overhauled some of the features of its backend keyword search fields. One of the changes is character restriction. Now Amazon indexes 250 characters and it includes commas, spaces, and hyphens. As these changes are quite frequent, it’s important to keep yourself up to date with them. Pick the most relevant keywords and never repeat any keyword in the backend search fields.

Tips to Get the Most Out of Backend Search Fields

  • Use hyphenated keywords as they cover both individual words and all their combinations. This is a great way to get rid of repetitions.
  • Don’t include both singular and plural form of the keyword. Amazon doesn’t distinguish between them.
  • Avoid using exclamation points.
  • Use single spaces to separate keywords instead of commas.

How to Optimize your Amazon Product Listing?

Before optimizing your product listing, you need to understand two important factors. Amazon always rewards products that are most likely to sell. Secondly, copywriting is an important part of the on-page optimization process on Amazon. Click To Tweet

Product listing optimization has five important parts.

  1. Product Title
  2. Bullet points
  3. Description
  4. Backend search fields
  5. Images

Let’s take a look at them one by one:

Product titleProduct title

For product title optimization, keep in mind the following points:

  • Make sure to include your primary keywords in the title. Ideally, your keywords should be relevant and have high search volumes.
  • Add your brand name to the title.
  • Add a few elements that can improve the CTR of your products.
  • As of now, the number of characters for the title is limited to 200. However, they can change from time to time. So keep yourself up to date.
  • Make sure toadd dashes and vertical bars to make your title stand out and easy to read.
  • Keyword stuffing can never help in ranking any product. Avoid it all costs.

Bullet points – Best practicesBullet points

Including highly optimized bullet points can help improve your sales dramatically. Let’s take a look at some of the best ways to optimize the bullet points in Amazon product listing.

  • List all the important benefits of your product.
  • Tell your customers why your product is better than the competition.
  • An extra bonus or other incentives can help you entice buyers.
  • Make sure to add your primary and secondary keywords without sacrificing the readability.
  • Include some elements to improve the buyer’s trust in your brand and product.
  • Add social proof wherever possible.

Product DescriptionProduct Description

Though product description is displayed at the bottom of product listing, it is an important part of the listing. If optimized well, it can significantly boost your conversion rate. Let’s take a look at a few best practices one should keep in mind while creating product descriptions for Amazon.

  • Create a description that tells a story.
  • What makes your product unique and better than the competition?
  • Establish trust by including a few sentences about your brand.
  • Why should anyone buy your product?
  • What is your unique selling proposition (USP) and how can it be helpful to thecustomers?
  • Briefly explain the product’s features.
  • How does your product work, how can it help users, what about the usability? Do you offer any guarantee? Try to answer as many common questions as possible in your product description.

Backend Search Fields

Amazon has recently moved from 5 separate backend fields to a single search field. Though one of the most important ranking factors, backend-search terms optimization is a pretty simple process.

Just make sure to include as many keywords as possible in this field. There is no particular format. But start with the keywords having the highest search volume and avoid any duplication.

Avoid repetition at all costs because Amazon now allows only 250 characters for this field. A good way is to include long-tail keywords in the beginning as they contain multiple keywords.

Optimizing the Images

Optimizing your images is a sure-fire way to attract new buyers to your products on Amazon. Let’s take a look at some of the most effective tips to accomplish this goal:Optimizing the Images

  • Make sure that your product’s background is white.
  • Add larger high-resolution images so that users can take a closer look by zooming in. Amazon’s recommended image size is 1280 pixels in length. But experts recommend adding 2560 pixels long images for maximum impact.
  • To make the most of your images, try including images that showcase the unique benefits of your products.

In Conclusion

There you have it – a detailed blueprint to get ahead of your competition on Amazon. Now you know Amazon has a search engine called A9 and how you can decode it and use it to your advantage.

You have also learned how to optimize your product listing for maximum impact. Your product detail page has a number of components, and you have got the guidelines on how to optimize them to the fullest. Most importantly, you have an actionable plan you can put to use right now.

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