4 Ways an Amazon SEO Company Can Help You Be #1 on Search Results

February 24, 2021
Written by Ken Zhou
amazon seo company

Being number one is never easy, especially on Amazon’s search results page. With 2.5 million sellers to contend with, sellers find it increasingly difficult to come out on top. Plus, Amazon controls almost half of all online e-commerce sales in the United States. This is why expert advice from an Amazon SEO company is usually vital to any seller’s success. 

According to Amazon’s data, 70% of buyers never go beyond the first page of search results, and 64% of shoppers make up the top three. To top it all off, 35% of buyers click the first product they see on the search results. Now, that should be enough motivation for you to work on getting to the top. A high search ranking translates to more visibility and sales.

If you’re asking if you need expert help, the answer is yes. Now, let’s talk about how an Amazon SEO company can help you get that coveted 35% of buyers and start getting a ton of money.  

Understanding What Buyers Intend to Do

Google and Amazon both use search engines. However, the things they’re trying to accomplish are different. For Google, the people who use its search engine have a higher research intent. This means people are using it to look for answers to their questions. Thus, they have to broaden the scope of their data to compensate for this primary intent.

Amazon, on the other hand, has the A9 search engine that needs to satisfy its customers’ intent to buy a product. The scope of data is more specific and fundamentally more straightforward.

Identify the Factors That Influence A9

According to Amazon, buyers need to be able to find your product before they can purchase them. The primary way customers can do that is by using keywords in the search engine. These keywords are matched against the product title and description that sellers provide. If your information is relevant and complete, your product’s visibility and sales will get a big boost.  

Other factors, such as price, degree of text match, availability, sales history, and selection, will determine where your product is placed in the customer search results.

Below is an image that summarizes how these factors affect your product’s discoverability.

Increasing Sales Velocity

Sales Velocity is how fast you’re making money, and it’s still the most effective way to improve your search ranking. If you think about it, Amazon benefits more if they put products that sell quickly higher in the rankings. More sales also mean more money for them.

Let’s identify the different ways you can increase your sales velocity.

Optimize Your Listing

More visibility still means more sales, and buyers who use the search engine still constitute the majority of Amazon customers. However busy most people are, they take the time to research the things they want to buy. Below are some tips to optimize your listing.

  1. Use the right keywords in your title. Whenever possible, put the most important ones at the beginning of the title for buyers. They sometimes use the smaller screens of their mobile phones to access Amazon. 
  2. If it’s too difficult to improve your ranking with broad keywords, use more specific ones. These are called long-tail keywords in Amazon product SEO. There aren’t a lot of people who search for these longer keywords, but it gives you the advantage of having less competition and higher conversion rates. 
  3. Maximize the character-limit given to you for product titles, descriptions, and backend keywords. Product titles should not exceed 200 characters, including spaces. Backend keywords should not exceed 250 characters, so don’t bother using punctuation marks.
  4. Make your descriptions as specific and accurate as possible. If you have fewer than three bullet points, you might be doing it wrong. Try to use other keywords that you couldn’t put in the product title and description. Just remember not to overdo it.

Create Premium Content

Besides creating a product copy that rocks, one thing you can do to sell products quickly is producing premium content. Make your content attractive to both the A9 algorithm and human buyers. Simulate the buying experience that customers had in brick-and-mortar stores by using the following:

  • Images - Customers purchase with their eyes. Use excellent photos that invite people to buy.
  • Reviews - People are cautious about spending their money online. Reassure them by getting good reviews.
  • Written Content - Tell your buyers why they need to buy your product. Appeal to their emotions, and you won’t be sorry.
  • Custom Content - Some features like A+ Content enables you to use special characters in your product title. You’re even allowed to use custom and interactive content. This method is a very effective Amazon SEO strategy. However, not everyone is eligible for A+. 

Advertise Your Wares

Advertising can be your most effective weapon when trying to make your products more visible to consumers. Advertising inside Amazon will bear the most fruit. There are three ways you can do this.

  1. Sponsored Products: These cost-per-click (CPC) ads appear in shopping results and on product pages. If you need product visibility, sponsored product ads are winners. You can easily control your budget because you only need to pay if buyers click the ads.
  2. Product Display Ads: Ads like these can usually be found below the box that contains the Add to Cart button. With these, you can target shoppers who are already interested in the product you have. These ads even appear when buyers are browsing a competitor’s product page.
  3. Sponsored Brands: If you want to highlight multiple products under your brand, this is the way to go. They usually appear in the shopping results of people who are looking for products like yours. Since it’s another CPC ad, you only pay when consumers click on your ad. This makes it easy to make sure you’re not going over your ad budget.

There are also several ways to advertise outside of Amazon. Social media and email marketing have proven to be two of the most effective marketing strategies, as any Amazon SEO company can tell you. However, without using an effective sales funnel, your conversion rate might suffer. You’ll basically be sending people to your listing that might not be interested in buying your wares. This could pose a problem because your conversion rate is one of the factors that influence sales velocity. 

Make Product Fulfillment More Effective

Since fulfillment is one of the key drivers for sales velocity, making it more effective can help you a lot. FBA (Fulfillment by Amazon) is a method you can use where you can ship your inventory to an Amazon fulfillment center, and they are the ones who’ll be responsible for customer service, shipping, and storing your products. 

This method comes with certain benefits. First, you don’t have to worry about shipping. Second, customer service will be improved. Last, it makes it a lot easier for you to scale your business. It does come with a price tag as all these services provided by Amazon will be charged to you and affect your products’ prices. 

Be #1 and Stay There

Since being number one in product search results gives sellers a lot of advantages, the competition is fierce. That’s where expert advice comes in. An excellent Amazon SEO company can aid you in getting to the top and staying there. The A9 algorithm changes, as you may well know. Being current with your knowledge about A9 is the best way to remain on top.
Do you want to be number one? Contact us at [email protected], and we’ll work on getting you there.

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