Amazon SEO vs. Google SEO: Similarities, Differences, and Knowing What You Need

January 11, 2022
Written by Nicasio Co III
Amazon SEO

Amazon and Google are essential tools for today's use. It helps you with almost anything—whether it's a simple question or a search for the hottest trends and purchases, it gives you all the best possible options. The best part of it all is that you never have to get up from the couch to get answers. With a few quick and simple clicks on your device, you can already get what you’re looking for.

The convenience of using these platforms has made them two of the world's top search engines. While popularity is considered good news, there is the continuous growth of competition among e-commerce businesses. Marketing strategies have grown even more aggressive, and some brands have it tough in the battle. SEO becomes the core of leading e-commerce strategies, with brands doing their best to get that number one spot in both search engines.

They also function differently. E-commerce businesses should know and distinguish what works best for their strategy: Amazon SEO or Google SEO. This article covers the critical points to help you decide. 

Understanding the Importance of SEO

Before going into the comparison, you must understand the role of search engine optimization. What is SEO? Why is it necessary for platforms like Amazon and Google? 

What Is SEO?

Search engine optimization (SEO) enhances an online platform to improve its ranking on the search engine results (SERPs). You optimize the web page of your business using relevant keywords. These keywords lead people to your page, and they decide if it’s worth purchasing. Eventually, they could be potential customers who will help increase visibility and sales.

Why Is SEO important?

According to Online Marketing for Doctors, SEO is important because it brings your brand to an infinite number of people searching for what they need. Some of them look for comprehensive information about something; others look for specific items to purchase. An optimized website allows you to showcase your brand's purpose. It reaches out to more people whose needs could be met through your products or services. 

Why Is It Important For Amazon and Google?

Amazon and Google are popular platforms with countless sellers and off-the-chart competition. SEO is vital for businesses to stay on top of the visibility game. And where else should you best succeed in this but in the two largest search engines in the world?

Amazon vs. Google: What Are Their Similarities?

These two search engines have different scopes and functions, but what about SEO makes them similar? Let’s find out:

Both Are Prevalent Search Platforms

Amazon and Google are both big names globally. For Amazon, 2019 statistics revealed that 150.6 million users accessed the app in September via mobile alone. A U.S. consumer survey also found that 89% of buyers prefer to shop from Amazon than other platforms. A 2019 survey reported that 23% of online buyers visit Amazon to look for product inspiration.

Meanwhile, Google is reported as the most visited page, revealed to have been visited 62.19 billion times in 2019. There were 3.5 billion searches per day, and 84% utilize Google three times a day or more.

The statistics show that both platforms dominated the search and e-commerce market at heights unreachable to their competitors.

Both Share The Same Objective

Amazon and Google share one primary goal: using relevant keywords and showing the best-quality pages on the search results page (SERP). Both have sophisticated algorithms that detect which pages should be on the first page. 

Both Require Consistent Maintenance

Amazon and Google need regular optimization. Getting your website or listing on the first spot of the search results doesn't mean it ends there. It is just the beginning of your SEO journey. Monitor and stay up-to-date on changes that might affect your ranking. An example of this would be an algorithm update or a rising competitor. Implement more effective strategies to secure a good spot from there.

Both Display Two Types Of Results

Both Amazon and Google show paid and organic search results. However, Google is more advanced when it comes to ad targeting. Amazon advertising is continuously expanding funnel ads for sellers. Advertising is an essential source of income for both platforms, but Amazon needs to catch up.  

Amazon vs. Google: What Sets Their SEO Apart?

Let's move on to the factors that make these two different from one another.

They Focus On Different Things

Both Amazon and Google dominate but in different markets. For Amazon, it's the e-commerce industry, and for Google, it's the search engine market. Amazon focuses on sales while Google focuses on web traffic.

Google cares about the webpage's click-through rate (CTR), and relevance is based on the clicks and duration of users on a particular page. On the other hand, Amazon cares about both CTR and conversions. Therefore, the product rank is based on whether the customer purchased it or not.

The Difference In Keyword Use

While both Amazon and Google use keywords to rank, their utilization is different. Users go to Amazon to make a purchase, so keywords are more product-focused. The keywords are primarily highlights of the product, such as benefits or special features. Unlike Google, a single usage of keywords is enough to get you ranking on Amazon. 

Google has a different procedure. Since users go to the platform for answers to their questions, keywords are mostly long-tailed. Target keywords are also required in different parts of your content. It could be anywhere in page titles, headings, subheadings, meta descriptions, and optimized images. Keyword repetition is practiced but carefully implemented to avoid keyword stuffing (filling your page with unnecessary keywords).

One Links, The Other Doesn't

Link building is an essential part of Google SEO. Having many quality links increases the authority of your pages—the greater the page authority, the greater chances of it securing the top rankings on the SERPs.

On the other hand, Amazon doesn't practice nor relies on external links. Product ranking is based on sales volume. 

Tools For Insights

Google offers many tools for you to monitor the progress of your web pages in various ways. Examples of these tools are Google Search Console and Google Analytics. With Google Analytics, you can see both real-time and previous data. You can also find sources of traffic, site visits, clicks, bounce rates, location demographics, and a lot more using this tool. This data helps you create strategies for your SEO plan.

With Google Search Console, you can find rich insights on a webpage's keyword performance, URL performance, sitemap status, crawling status, indexing status, mobile usability, and more. Like Google Analytics, it is convenient to use in forming SEO strategies.

Amazon doesn't have much data to show like Google's. Still, there are efficient Amazon SEO tools or an Amazon SEO Agency that could help you sell on the marketplace. 

Difference In Algorithms

The metrics for brand success aligned to the algorithm also differ in Google and Amazon. For Google, your page is ranked based on user experience. Measurable factors such as bounce rate, duration of the session, users returning to the site, CTR, and more determine the relevance of your page.

The recent A10 algorithm update now considers external traffic as an influential factor in product rankings for Amazon. Internal advertising tools such as pay-per-click are given less importance. Seller authority and product impressions became some of the top factors affecting keyword rank. 

Listing Optimization Techniques

Google and Amazon also vary in the ways they optimize listings. Let’s take a closer look:

AmazonGoogle
Keywords are used once in the listing to aim for a higher rank.
Keywords are integrated into titles, headings, sub-headings, the body of the text, and meta descriptions.

Use of backend keywords is practiced. These keywords are not visible on the platform for the customers to see. It is recommended if the keywords you intend to rank for don't fit in your front-end content.
Page speed and other technical factors of a page are regularly checked to ensure a good user experience.
Titles are straightforward and contain the most vital information about the product.


Crawling and indexing errors are monitored. Issues like these prevent Google from acknowledging the presence of your page. It also affects the ranking of the page.
Earning positive reviews is an integral part of the strategy.


Visual elements are added to boost user engagement. It could be in the form of photos, videos, infographics, and more. 

Photos in the listing are high-resolution, providing customers a more detailed view of the product.

How To Choose What's Better for Your Business

After knowing the similarities and differences between Amazon and Google's SEO, it’s time to choose between the two. You have to consider a couple of things to determine which would fit your brand goals:

Know Where Your Audience Is In The Buying Cycle

It's necessary to stay on top of what's currently in your customers' minds when evaluating your products. For example, did they just start to be aware of your brand after a query? Are they comparing your product to another brand at the moment? Or perhaps, have they already decided to purchase your product? Let’s find out the different stages:  

  • Awareness stage - Customers find out about their problem and understand that it needs to be solved. They start searching for the solution and become aware of your product.
  • Consideration stage - Customers begin to look for more information about your product. Usually, they search through product descriptions, customer reviews, and certifications. They consider it once they feel like this will help them find a solution.
  • Intent stage - Customers consider all possible options. They can even include competitors to evaluate what will work best for them. 
  • Purchase stage - Congratulations. A customer has chosen your product and decided to buy it.
  • Repurchase stage - Customers usually reorder more when it comes to perishable goods, refillables, or other products they really enjoyed after buying the first time. This stage allows businesses to develop strategies for increasing revenue.  

Knowing where your target audience is in these stages helps you choose between Amazon SEO services or Google SEO services. Google tends to be more effective in the early stages since customers are out on a search for ideas. On the other hand, Amazon works better in the stages of evaluation and purchasing of the product.

Know Your Campaign's Objectives

What is your brand's intention? If you wish to promote your business and gain more of your target audience through marketing, Google SEO works better. If you're aiming for lead conversions, Amazon is a better option.

How About Using Them Both?

What if you want to use both powerful platforms? Is that even possible? The answer is an absolute yes! Investing in Google and Amazon at the same time is like killing two birds with one stone. You get to market your business and earn your conversions too. If implemented correctly, both services can create an effective campaign.

While Amazon takes more than half of the product searches, some users still start with other search engines. Suppose you optimize for Google and get a high spot in the results. In that case, it will help gather traffic to your Amazon page. If you optimize for Amazon and get a high product ranking, your page will also do well in the Google SERPs. 

Amazon vs. Google: SEO 2022 Highlights

Here are some points to keep you updated on what Amazon and Google rankings care about this year:

Amazon SEO TipsGoogle SEO Tips

Keywords that are relevant to searches and targets the right audience
Strategies that get you more clicks
Backend keywords still matter
Top content update and relaunch

Sales velocity, stock availability, and product pricing are direct factors that could affect your Amazon ranking
More traffic from long-form content
A well-written product copy that sells

Optimizing content breakdown and maximizing the use of headings and subheadings
Effective passive link building - creating content that people will naturally find valuable to link

Final Thoughts

Amazon and Google are both highly effective for SEO, but it is essential to know where they would work best. Google answers questions while Amazon sells products. Set your business goals and find out which of the two can help bring your plans into action. If utilized correctly, you can even optimize on both platforms. The bottom line is to boost sales and secure your brand's online visibility. Seller Interactive can help you understand the value of SEO and how you can use it for a successful Amazon business. Give us a call at 1-800-820-3746 or reach out to us via email at [email protected] for more information.

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