Amazon is the biggest eCommerce platform globally with millions of buyers from different countries, so opening a store on this platform is an excellent decision. To pave the way to your success, understanding Amazon’s Search Engine Optimization (SEO) is essential in making your product listing appear to search customers.
Now, Amazon has an algorithm called A10 that checks the relevancy of your listing to client searches. If the search and your store keywords match, you are a step closer to being ranked higher in the product listing search results.
Here are the ten best practices you should do to ensure that you always appear on searches, maintain first-page ranking, and keep the sales coming.
1. Keyword Research: Scientific and Measurable Approach
When you begin your store optimization and grow your business, ensure that your decisions and strategies are based on data and studies. An excellent start is doing keyword research. Here are some ways.
The keyword research tools provide data that can lead you to plenty of analysis to help you in your decision-making. There are only limited characters and word count allowed in your store, so make each word count by picking only the words you know will help you rank.
2. Product Title: Put top-ranking keywords first
In your research, the keyword research tools will generate hundreds of relevant keywords, so you need to decide which among these words will land on the on-page of your store. Let’s begin with the suggestions you can consider for your product title.
On Amazon, there are specific product title guidelines. First among the details you should remember is that the platform only allows a 200-character title, including spaces. As a seller, you also need to consider the word count your customers will see depending on the tool they use or the listing position.
|Customer Tool/Listing Position||Character Count Preview|
|Organic Ranking||155-154 characters|
|Right Rail Ads||30-33 characters|
The character count is cut in all situations, so ensure that you put the most appealing, informative, and ranking keywords in the first parts of your product title. Aim to immediately create an impression to searching customers and get a click for them to be led to your listing.
More so, do not consume all 200 characters by keyword stuffing. Studies show that listings with precise and short product titles rank more than those that are long.
3. Product Bullet Points: Unleash the storyteller
After all the technicalities, numbers, graphs, and analysis, it’s time to tap your creative side for the product description and bullet points. Note the difference in bullet point and character count for Amazon seller and vendor. For a seller account, five bullet points with 500 characters are allowed. On the other hand, vendors can have ten bullet points with 250 characters each.
Unleash the storyteller in you as you stitch keywords with words of persuasion, enticement, excitement, and enthusiasm that will trigger your readers' desire to buy. Put yourself in your customers’ shoes and ask yourself, “What do my customers want to know and see?”
To give you a detailed example, below is a visual of Guardian Athletic’s bullet points.
4. Product Description: Show a deeper view of your brand
The character count limit for the product description depends on the category your product is in. Nonetheless, this is another area where you can incorporate your keywords.
The product description is also an area where you can create brand awareness and store introduction and incorporate photos, which you can also optimize, for the visual appeal.
Check Guardian Athletic’s product description:
Having a product description like this one has several advantages, but the prime among them is the brand's credibility. Customers love reading and searching before they make a purchase. This part gives them the convenience of just scrolling down to know more about the product.
With this, you are hitting two birds with one stone for your product description— store optimization and brand awareness.
5. Image Optimization: Better images through Amazon A+ content
What you saw above is an example of images through A+ content. You can enjoy the perks of A+ content, such as better image quality for product highlighting and brand awareness, if you sign-up for the Amazon Brand Registry. You can say goodbye to the traditional product images with white backgrounds. Get your graphic artists inspired and be more creative for the product featured images.
We are now in a visual world, and sellers could better appeal if they have good images. What should the images contain?
While there are these dos, ensure that you do not do the following:
Consistently optimize your images by including keywords in the text included in your design. You can also rename the images with the keywords you want to rank for as a part of the optimization.
6. Backend Keywords: Where all the other keywords go
The hundreds of other keywords you got from your research, including long-tail keywords, that could not make it to the front end of your store still have a chance of contributing to your ranking. You can do this through the backend keywords.
Here are some strategies sellers do with their backend keywords:
Remember not to put any comma between words, not to repeat any word, and use only the 249 bytes limit. These are the guidelines for Amazon backend keywords.
7. Amazon PPC: Optimize your ads
There are several Amazon advertising options you can choose from, and each is better used for specific goals.
|Amazon Ad Type||When you can use it|
|Sponsored Products||Best used to increase or maintain sales of a specific product, preferably the flagship product of your brand.|
|Sponsored Brands||Best used when your main goal is brand awareness.|
|Sponsored Display||If you want to connect, create an impression, and get clicks from potential customers outside Amazon, this is the ad type to use|
|Stores||Present all the products in your store, and have an in-Amazon website through Amazon Stores|
These are just some ways to advertise, as there are still more in and out of Amazon, but incorporating keywords is essential in all situations. Here are some strategies you can incorporate into your campaigns:
Why are product reviews included in Amazon SEO optimization? In Google, the customer feedback may not matter as users' main goal is to research. On the other hand, Amazon has reviews and feedback included in the ranking considerations because the platform is customer-centric, which ensures clients are satisfied.
As a seller, your customers’ feedback should be on top of your priority. Try these different ways of getting honest feedback from your customers.
The more good ratings and feedback you receive, the higher the chance of your product listing ranking higher on the search results. Just ensure that you do it the right way. Fake reviews are immediately reg flagged on Amazon, which can get accounts suspended or closed.
With all the store optimization for higher ranking, you should complement these efforts with Fulfillment by Amazon (FBA). According to experts, listings using this fulfillment method rank higher than those using other fulfillment and shipping means.
What is FBA? FBA is Amazon’s fulfillment method. Sellers and vendors can sign up for it and have their products stored on Amazon warehouses. Sending orders, returns administration, and customer services are handled by Amazon, too.
Customers can enjoy free shipping and fast two-day delivery if they are Amazon Prime members. With the deals offered by FBA and Prime, customers are more likely to buy from stores that send products through the two means. You can pull your ranking higher by using FBA.
With the rise of sellers and the continuous addition of millions of buyers each year, Amazon grows. Assistance from Amazon SEO services becomes more in demand now more than ever. It would be great to also seek help through an agency where your store optimization needs will be handled by an Amazon SEO expert and all the other tasks that are needed to be checked in your account.
Seller Interactive could be the Amazon SEO company you are looking for. We offer store optimization where a team of experts will handle your account. If you need help in other areas of your business, you can look into the other services we offer:
You can look into some of the brands we assisted and how we made them succeed and achieve their goals. Their testimonials are living proof of the work that we do. We’ll assist you every step of the way.
Ensure that all areas of your store are optimized with the keywords you want to rank for. Also, Amazon and its algorithm work differently than other search engine algorithms. Consider other factors like customer reviews and fulfillment methods a part of the SEO process as they affect your ranking.
With all these tasks at hand and the endless cycle of monitoring your keywords and sales performance, having a solid team to lend you a helping hand is essential. Consider partnering with Amazon experts. This partnership will be an investment, but it will be worth it with their contributions. They will lift your business and put it in a higher ranking where it is supposed to be.
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