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Last updated on August 3rd, 2023
Written by Ken Zhou
The world wide web is governed by algorithms that rank all sorts of business content, from product listings to ecommerce websites. When selling on Amazon, it is essential to keep a good Amazon product listing ranking. To accomplish this, you must learn Amazon SEO and Google SEO for Amazon products to expand your viewers and increase your sales.
Amazon search engine optimization (SEO) makes your store and products visible to searchers who intend to buy. On the other hand, Google SEO serves as your springboard to lead searchers with low buying intent to your products and encourage them to purchase. Although the two have different functions, they go hand-in-hand in helping your business grow.
This article will discuss the differences between Amazon and Google SEO and how to leverage both to run a successful business. So, keep reading!
Amazon SEO and Google SEO are two entirely different concepts, and understanding the differences can significantly impact your eCommerce business. Let us explore the nuances of Amazon and Google SEO to help you optimize your online presence and boost your sales.
The set of rules and signals that Amazon and Google use to show search results differ. Many factors go into each algorithm, but let's discuss the most important ones.
Google algorithm considers the following (but is not not limited to) for a particular content to rank:
Meanwhile, Amazon’s latest algorithm, the A10, considers the following (but is not limited to):
When optimizing for Google SEO, you need to focus on the following:
Strong backlinks to show authority and credibility Site structure and user experience that improves navigation and decrease bounce rate |
With Amazon SEO, your primary concerns should be:
Amazon SEO and Google SEO are different from one another. Nevertheless, both require a well-optimized website or product page. To achieve that, check out the strategies outlined below for both platforms. Implement them into your Google and Amazon optimization.
To succeed in Amazon SEO, here are some techniques you can apply:
Keyword relevance brings the right buyers to your store. To find the most relevant keywords for your Amazon products:
Know the difference between long and short-tail keywords. As the name suggests, long-tail keywords are longer than the regular one to two-word customer searches. They usually have lower search volume but can have high conversion rates, as they target customers who know exactly what they're looking for. For example, "noise-canceling wireless headphones for work."
Short-tail keywords are more general and usually consist of one or two words. They typically have higher search volume but may also have higher competition, making it more challenging to rank for them. For example, "headphones."
Strike a balance between targeting both types of keywords. Long-tail keywords can help you attract more qualified traffic, while short-tail search terms can bring higher visibility. Using keyword research tools may also help, as they readily show each keyword's search volume and competition level. Utilize this data to pick the best search terms for your store.
Your product title is the first thing a potential customer will see, so make it clear, concise, and contain the most relevant keywords. A well-optimized title can improve your product's ranking in Amazon's search engine.
Writing a compelling product description is just as important. Your description should accurately describe the product, its features, and its benefits concisely and accurately. Seamlessly input the ranking keywords you chose for your store. These words can help your listing appear on relevant and organic search results.
Bullet points are a feature on the Amazon product detail page that makes the content layout more reader-friendly. This way, customers can easily understand your product features. Use relevant, concise, and informative bullet points to capture a potential buyer's attention.
The details section is where you can expound on the product features that you could not say in the limited space of the product description. This is an opportunity to emphasize any unique features or technical specifications further. Utilize the space to let online shoppers know why your product is worth every penny.
Genuine, high-quality images are crucial for showcasing your product's features and creating a positive impression. You should include photos that display your product from multiple angles and close-ups to highlight specific details.
A well-made video can also help customers visualize the product and demonstrate its practical benefits. Videos highly effectively showcase your product's functionality and advantages. Consider the loading time of the images and videos you upload.
You can create high-performing Amazon product listings that attract customers, drive sales, and boost your business by focusing on the key aspects covered in this section—product titles and descriptions, bullet points and details, and images and videos.
Check out how using this tool called PickFu can help you choose images that boost your sales:
Customer reviews play a crucial role in your product's success on Amazon. Positive reviews can help boost your product's visibility and increase your sales. Customer service and quality products make it easier for you to get positive reviews.
Initiate giving feedback by politely asking your customers to leave a review. Avoid appearing too pushy and offering incentives in exchange for one. Meanwhile, you should handle negative reviews professionally and learn from them to provide a better experience moving forward.
While direct backlinks don't have the same impact on Amazon product rankings as they do for Google, they are still important. Creating high-quality content related to your products on external websites generates interest and drives traffic to your Amazon product pages.
On-point anchor texts holding links to your Amazon page significantly increase traffic. Additionally, backlinks boost page clicks, which play a role in getting Amazon's favor for you to rank higher on the search engine results page.
The A10’s ranking factors primarily include store sales and conversion rate. Therefore, it is only crucial to optimize your conversion rates, ensuring your product listings are well-crafted to encourage buyers to click and perform a desired action (usually a purchase).
Keep an eye on your numbers to pinpoint best practices and points for improvement. Identify periods of high sales and replicate those conditions, focusing on pricing strategy, inventory management, and other marketing efforts.
Making strategic adjustments to your reviews, external links, backlinks, clicks, conversion rates, and sales history will help increase your product's rankings and performance.
Now you’re equipped with sufficient knowledge about the factors Amazon SEO focuses on. Let’s now move on to the Google SEO strategies you can implement. You can do this simultaneously with your Amazon game plans.
With effective Amazon search engine optimization, Google SEO for Amazon products can occur naturally, despite their differences. But to make the most of it, here’s how you can create content based on Google's algorithm:
Do you have a business website yet? If none, now’s the time to consider building one. Your primary intent in this move is not necessarily getting a sale but increasing the credibility of your brand and creating a springboard for Google searches and other search engines. This way, Google search users can easily find your Amazon page.
A separate website also means an added platform for Amazon marketing strategies, backlinking, and ad campaigns. If you have a well-optimized website, Google will crawl into this authority and include you in the top results when people search for brands, topics, or products similar to yours.
To optimize your website for Google, refer to the following sections below.
Google SEO focuses on keywords too. Through keyword research, you'll know which words to incorporate into your content as potential customers use them. Knowing the right keywords helps you create high-quality content, optimize your website structure, and enhance your online visibility. Consider short and long-tail keywords related to your products and ensure your website structure includes them wherever applicable.
The quality and relevance of your content are crucial to succeeding in Google SEO. By creating unique and substantial content, you can demonstrate expertise, authority, and trustworthiness, signals that Google values.
With the many listings and competitors selling the same items as yours, make sure not to create content that just copies others. Highlight your selling point, and always keep your description factual. Consider creating a blog as part of your SEO strategy, where you can write informative and educational articles, share industry news, and engage your audience.
Here’s a quick look at the different types of content you can create for marketing off Amazon:
Your website structure is not only for aesthetics but a factor influencing the website’s appeal to an average web user and Google’s algorithm. A well-structured website makes it easy for Google to identify and organize your content, making it more visible to your target audience.
Put yourself in your site visitors' shoes to organize your categories and subcategories as human-friendly as possible. Use descriptive headings and meta tags, and meta descriptions that include relevant keywords, and optimize your images and videos with alt tags that contain keywords. Also, ensure your site is mobile-friendly, as Google considers it a ranking factor.
Snippets, such as featured snippets or rich snippets, provide concise and valuable information directly on the search engine results page (SERP), making it more likely for users to click through to the website.
Websites can increase their chances of being featured in search results by optimizing content to be snippet-friendly, such as answering commonly asked questions or providing clear and concise answers.
Structured data, on the other hand, helps search engines understand and interpret the content of a webpage better. By implementing structured data markup, websites can provide search engines with valuable metadata about their content, such as product information, reviews, event details, etc. This enables more relevant and comprehensive search results for users.
Quality links from other websites to your own determine whether your site will be on the first page of search rankings. Backlinks prove that users see your website as relevant, credible, and reliable.
Some ways to achieve backlinks include networking and collaborating with other industry influencers, publishing guest posts, and asking for backlinks from existing partners or customers. Nevertheless, backlinks should also come from reputable sources to avoid tainting your reputation.
User experience (UX) is a significant driver of SEO. Google's algorithms prioritize websites that offer users a seamless and positive browsing experience.
Make sure your website loads quickly. Think well of your website's navigation and functionality. Use clear and concise calls to action and optimize your product pages with high-quality images, videos, and descriptions. Make the checkout process as smooth as possible for a seamless purchase.
Google SEO for Amazon products and Amazon search engine optimization can work separately or together depending on your Amazon SEO strategy.
Focusing on Amazon search engine optimization is advisable for a beginner in eCommerce, so you can understand the workings of Amazon SEO first and increase your sales before moving to Google.
Once your product starts ranks high and generates customer reviews, optimize for Google SEO. Use it to increase your visibility to non-Amazon users, boosting brand awareness and marketing capabilities.We at Seller Interactive can help you with both Google SEO for Amazon products and Amazon search engine optimization. Call us to get started.
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