SEO for Amazon Products: Beginner’s Guide to Optimize It The Right Way

November 18, 2020
Written by Jayce Broda

Selling online has a lot of advantages. You get a broader scope for your market, thus increasing the chances for more sales. To do this, you must first learn how to do proper SEO for Amazon products. SEO, or Search Engine Optimization, is used by most search engines such as Google to gauge which web pages are worth showing at the top of search results. The higher your rankings are, the more likely it is that viewers are going to click on your page.

Gaining traction is the reason why you would want your products to rank high. On a platform as competitive as Amazon, you can expect that there are numerous competitors that you have to outshine. Your competitors might be in the same niche as you are, selling the same products within the same price range. However, you can get way past beyond them by applying the proper Amazon SEO strategy.

Considering Amazon PPC

Amazon SEO is not the only way you can get ahead of your competitors. You can also consider Amazon Pay-Per-Click (PPC). Basically, it's the marketing service within the platform that will help advertise your products. This is also one way for your product listings to be noticed by possible new customers.

Since you're going to gain traction from these paid advertisements, you should know that Amazon marketing services cost about $0.81 per ad. This is just the average amount. Ultimately, it will still depend on your strategy and budget. The more strategies you employ, the higher budget you should have. It also depends on the type of advertisements you're going to get. 

You can either choose from sponsored product ads, sponsored brands, or product display ads. All of these are forms of advertising on the platform. The main difference would be the location where the advertisements will be placed. So before you start a campaign, make sure that you have the right strategies for it.

Effective Amazon SEO Strategies

Effective Amazon SEO Strategies

Having enough knowledge about Amazon SEO isn't enough. You have to apply what you've learned. With that, you should be able to come up with an Amazon SEO strategy that works. There is no exact formula that will guarantee your success. However, here are some guidelines.

1. Optimize titles accordingly.

When doing SEO for Amazon products, the most basic thing you have to focus on will be your title. With just one look, a consumer should already have an idea as to what your product is. It should be descriptive enough to be understood by your target consumers. However, you also have to use the right keywords.

For example, you're selling bridesmaids’ robes. Try to look for the right keywords to use, in order to rank high on Amazon’s algorithm. For this, you can either do it manually or use automated tools like Jungle Scout or Helium 10. This is so you can get an overview on what keywords are doing well on the platform that are related to bridesmaids’ robes. 

After doing your research, you should incorporate these keywords into your titles. Make sure that you're hitting the two main audiences: the consumers, and Amazon's A9 algorithm  Since there is just a limited number of characters allowed for titles, make sure that you put in the high-ranking keywords, first!  After that, you can elaborate more on the descriptive side of the title. 

However, it's also important to note that you should not stuff your titles with too many keywords. Aside from it not making sense to humans, it will also be recognized by Amazon's algorithm as overstuffing.

2. Optimize your product bullets.

After the product title, you should now optimize your product bullets. This is the space wherein you can elaborate more on the features and benefits of your products. However, it's not that big of a space that you can work with. The number of characters is still limited, but you can still maximize it with the right Amazon SEO strategy.

You're given, at most, five bullet points to work with per listing. It's recommended that you will be able to maximize these five bullet points. The more information you give to a consumer, the better it is for their purchasing decisions. When creating your listings, you have to intelligently place as many keywords as you can. You still have to make sure that these are all incorporated as naturally as possible.

You can talk about how your products are made (cruelty-free, plant-based, etc.), the key benefits, features, and warranty information, if this is applicable.

3. Tell a story.

What most Amazon sellers fail to do is to tell a story. Most of them are so immersed in making sure they get SEO for Amazon products right. However, there's so much more than SEO. There's only so much optimization that you can do. Ultimately, your copies should still appeal to the consumers.

You can start by addressing a problem that you know your consumers are having trouble with. This is how you can show your potential customers that you understand what their problems are, and you have the right product to help solve these problems. Then, you present your solution. You can also talk about how you came up with the solution. Don't forget to put a call to action (CTA) at the end to encourage consumers to buy your product!

4. Get reviews!

When it comes to optimizing your products, it's more than just working on your images, titles, and descriptions. It also has something to do with your reviews, as well. Product reviews also contribute to your listing score. The more positive reviews you have, the better it is for your listing.

For this, you have to make sure that you gather as many reviews as possible. You can do this in a variety of ways:

  • Add product inserts and ask your customers to leave a review for you.
  • Send follow-up emails.
  • Sign up for Amazon's Early Reviewer Program.

Make sure that you source out these reviews legally. Amazon's pretty strict when it comes to reviews. So when you're asking for reviews on your product inserts, and follow-up emails, it's important to remember that you cannot ask for positive reviews. You also can't ask consumers to inform you directly of the negative reviews. All you can really indicate is that they may want to leave you a review. 

You can use a neutral copy, like this: "We appreciate your feedback on this product! Drop us a message on our Amazon product listing page."

It's neutral, and it urges the consumer to leave you a review.

Amazon SEO Tips

Amazon SEO Tips 

Aside from the usual SEO strategies that you should apply, here are some tips that can help you. 

1. Do extensive keyword research.

The backbone of SEO will be keyword research. You cannot expect to have a perfectly optimized listing if you don't do proper and extensive keyword research. It's recommended that you use automated tools for this. Aside from the fact that it's a lot easier to do, you are also presented with a lot of data to work with. So, you're not just limited to using particular keywords. You'll also see data regarding search volume, and how these keywords are currently ranking on the platform.

2. Use separators for your product titles.

Since your product titles are going to be a mix of keywords and descriptive words, it's best that you use separators. Aside from making it easier to work with keywords, it’s also more pleasing to see, from a consumer's point of view.

The separators that you can use are the following:

  • |
  • &
  • ,

For example:

Bridesmaids’ Robes | Pretty Robes For Women - Pink Satin Robes

You can mix and match these separators, but it's best that you keep everything uniform for all of your listings. Remember to start with the keywords first!

3. Answer questions.

Your product listings have a section that contains the frequently asked questions, or FAQs. Usually, viewers who are interested in buying your products but still have some questions about it would post in this area. You can get your listings optimized just by answering questions on the FAQs page.

Since these are user questions, you can expect that some viewers of your listings are curious to know the answers, as well. With that, you shouldn't just shrug these questions off! It's best that you answer these questions, as much as possible. You'll also be able to say more about your products by answering these questions. It's a win-win situation for both you and the interested buyers. You give out more information, and the consumers are going to know more about the product.

4. Follow Amazon's listing images guidelines properly.

Aside from the titles and descriptions, you also have to put in much time and effort into your image listings. You can have product shots or lifestyle images on your listings. However, make sure that you fully comply with Amazon's guidelines.

As much as possible, make sure that the images are of high quality. According to Amazon's guidelines, the images should be 1,000 x 1,000 pixels, or larger. High-quality images are needed so Amazon users can zoom in for more details. 

Aside from images, you can also add videos to your listings. This is recommended for those products that are kind of hard to figure out, so potential buyers can see how they can be used.

Key Takeaway

When you're selling on the platform, make sure that you're familiar with doing SEO for Amazon products. Doing this will help your products rank high on Amazon’s algorithm. As a seller, you would want to have that edge against your competitors. Spend time, effort, and resources in making sure your products are optimized. Doing so will give you perfectly optimized and high-ranking listings.

Do you need help in optimizing your product listings? We can help you with that! Schedule a call with us by sending us an email at [email protected].

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