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Last updated on December 23rd, 2022
Written by Nicasio Co III
Selling on Amazon is a competition like no other. To be successful, you have to consider the other 2.3 million active sellers and fight for your place in the pecking order. You have to understand that, like Google and Bing use an algorithm for their search engines. Amazon also uses a search algorithm called A9 to decide how different products are ranked in its search results. Any competent Amazon listing optimization service will advise you on the importance of keywords in this process.
For a higher ranking in the search results, you need to optimize your product listings. Nobody knows all the details as to how the A9 algorithm works, but many amazon listing experts have a pretty good idea on the best practices that can significantly improve your search rankings.
One of the most important factors is using the most effective keywords. Let’s list the reasons why keyword research should be your #1 priority as a seller.
First of all, stop calling it Amazon’s search algorithm. It has a name: A9. While many people will agree that all search engines have similar goals, A9’s main priority is to sell. Google’s focus is to provide relevant information. Remember that word because we’ll bring it up later.
It’s essential to understand what Amazon’s motivations are because they are the driving force behind A9, The goal is to sell as many products as it can. Thus, the ones that win the top spots in Google rankings are the most relevant products with a high conversion rate. An item with a high conversion rate is purchased by more buyers when they go to the product details page. This is why sellers get Amazon store optimization services.
When buyers search for products, they need to get relevant information. That means the results page should contain items that are relevant to their search. There are two reasons why dolls don't come out when you search for kitchen items on Amazon. First, dolls sometimes come alive (think Annabelle). Second, they don't have anything to do with kitchen equipment. Using a search engine that fills the results page with irrelevant information wastes everybody’s time.
When searching for products they’re interested in, 44% of buyers don’t look past page two, and 26% buy the first product on the search results. This clearly shows how relevance can affect sales volume. Being the first item on the search results gets you a 26% share of the sales pie.
So, if you want to come out first when buyers search for “reusable condoms” (what!?), then you better make sure your product listing reflects that keyword.
This is the most important part of your listing from a keyword perspective, according to many Amazon listing optimization service providers. Think about it. When you’re looking for something on Amazon, what’s the first thing you look at in the search results? The product title, right? We know that images are sometimes misleading and the product title is the only way we can be sure that what we’re looking at is the item we need.
The first part of your product title should contain the keywords you need. Why? Because not everyone uses a computer when buying on Amazon. When a buyer is using his mobile phone and doesn’t see the keyword in your product title because of his smaller screen size, his eyes will move on the next item. These are the things consumers need in the correct order: brand name, product type, key features, size, color, and quantity. You can scare them with the price in another part of the listing.
Here’s your chance to put your product’s best features in a few concise bullet points. If you’re planning to keep repeating the keywords over and over in your bullet points, somebody already beat you to it. That’s called keyword stuffing and A9 has been programmed to flag those products, resulting in low search rankings or worse -- account suspension. Keep it clean, guys.
When doing research on keywords, determine the main ones that serious Amazon buyers search for and classify them as your main keywords. Then, think of the other less common words that buyers use when looking for your product. Put these in your product details.
Your enticing product title brought the customer here, and now it’s your product details that will take the sale home. Push the buyer closer to that “Add to Cart” button, because 83% of sales happen when customers use the Buy Box. You can find this box on the right side of a product listing.
Do this by listing the features, benefits, and advantages of your product. Explain to the buyer why he needs to buy your reusable condoms instead of buying a new one every time. Ignoring your product details page may cause your conversion rate to plummet and say goodbye to your high search ranking!
This is an often overlooked feature of some Amazon listing optimization service providers. These are basically hidden keywords that you couldn’t put in your product title and product details. Think of it as an alt-text, but for a product rather than an image.
Let’s say you’re selling anime mouse pads. Of course, you can’t list all of the anime characters on your mouse pads in your product title and details, right? This is when you can use backend keywords. Put all the names of those characters in the hidden keywords section without using unnecessary words or spaces.
Keep your backend keywords short and sweet. On its last update, Amazon has limited backend keywords to 250 characters per product. That’s actually a good sign. It means the A9 algorithm is taking this feature seriously, so we better do the same.
Amazon search terms optimization can be a little daunting at first, but with the right tools and knowledge, it’s possible to improve your seller experience. If you need an Amazon listing optimization service, email us at [email protected] or [email protected] and we’ll be glad to give you some assistance.
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