Sellers, Learn to Optimize your Product Listings: Amazon SEO

Amazon is comparable to Google as it’s not a search engine where you search on any keywords relating to restaurants, how to, names, news, travel, things to do and much more. If you’re shopping online, Amazon is the top search engine on all product related queries. However, it’s important to be able to differentiate between Google and Amazon.

Here are some of the differences between Amazon and Google:

  1. 38% of shoppers start on Amazon and 35% start on Google. (Source: SearchEngineLand.) Search trends will continue to change as the US population grows to shop online versus shopping in a store.
  2. Amazon is all about compelling content and Google is on a unique content model.Amazon — 38 percent
    Google — 35%
    Brand or Retailer Site — 21%
    Other eCommerce Marketplaces — 6%
  3. Amazon is however the biggest “product” search engine coming close to Alibiba.
  4. Amazon does not use external links and offsite signals for ranking whereas Google uses links, social media signals, history and other contributing factors for page rank. Amazon does not consider external third party links  it only uses the product text and listings on the site itself for individual product page rankings.
  5. How the algorithm works with Amazon results pages compared to Google is somewhat similar as keywords, titles, copy, using category tags all apply as well.

If you are selling products on Amazon and wondering how to get listings up to the top of the Amazon results pages so your products are found by Amazon users, take these simple tips to add to your product listings to help optimize conversions.

Secrets for Seller Success

There are secrets for success as a seller on Amazon so your products are on the top of the pages to beat your competition. Techniques and strategies that are used by prolific sellers to gain an advantage over others.

With simple techniques such as incorporating keywords and adding more content to your description,  SEO generally, there are specific techniques for achieving various results.

It is worthy to note that for every item that shows up first when buyers search for a product (mostly by specific keywords), there are several other items that meet the specifications of the buyer such as colors for product, age group, category and sizes. The question then becomes what exactly to do to get the best tricks in place to rank your product listings on Amazon over your competition.

Below is an example of a well optimized product page from Amazon Seller BuddyBagz specializing in children’s travel sleeping bags.

Get Amazon Users to Find Your Product

Branding

First, as a seller on Amazon, you should have a brand name. It should be a name that identifies with what you do and how you are an expert at what you do. Then, as with all sellers; make sure that your keywords are what is being searched for by your target market and not just some irrelevant words.

Product Images

Each product listing should have a separate picture relevant to what you are selling.

Example 1:

Amazon Seller of children’s sleeping bags. Product picture file name – use at least 2 high resolution images. Save files using targeted keywords for the product to upload and use high resolution images. Name each image file with the product keyword; sleeping bag for girls, sleeping bag for boys, sleeping bags for children, sleeping bag for kids.

Example 2:

High resolution image with detailed description.

Keywords

Typing in a product in the search box is the primary way users start their shopping for their intended product to buy. Spend some time using keyword tools like Google Keyword Planner or AMZ Tracker which can be adding to the tool in which you can view the search volume for each. Consider adding Amazon’s own ‘special’ keywords; the categories for amazon in which your product is relevant. You can pick primary and secondary categories to match where you want your products to belong.

You should exhaust your generic keywords (ranging from 1 -5) and then be a little bit creative by having a target market keyword also. Example if you are selling sleeping bags, through the Adwords keyword planner or AMZ tool, the products you sell can be adding to the tool in which you can view the search volume for each.

You can also add color with a model number to your keywords depending on your gig, if you are into sales of electronics and similar items, this gives just enough information to your buyer for conviction.

Example: Amazon BuddyBagz Product Optimization

Page Title

Incorporate the recommended targeted keyword for the product, description, bullet points (up to 5), main points and value add of your product. Amazon allows for 500 characters.

Product Category

Select the appropriate category (toys, clothing, outdoors, automotive, etc) for your products.

Product Description

Next is product description, with a scope of 2000 words and five bullet points, make sure you provide a high-quality material that will excite your buyer after reading them and spur them to take action. Do not forget to include your keywords also into your product description, particularly the target keywords. Tools like Velocity Sellers  can help you launch products to help with rankings in Amazon.

Example from BuddyBagz of detailed specifications to highlight in listings such as benefits: 

  • Benefits: Convertible childrens sleeping bag. Rolls up for easy storage.
  • Name of the product: kids sleeping bag
  • Age: Fits small children ages 2-6 All in one sleeping bag with pillow, toiletry bag and night light
  • Non-allergenic
  • Materials: cotton, plush, fleece
  • Colors available: gray, pink
  • Dimensions/measures:  xx inches and width
  • Machine washable cold/warm, tumble dry low

Customer Reviews 

Be sure to get feedback for user purchases, feedback and comments. Maximum to start for best practices is 15 reviews. The number of verified reviews and their overall rating is one of the  variables in Amazon page rankings. A verified review is a review in which someone not only bought the product through Amazon, but also used their same amazon account to leave a review.

Buyer decisions are  influenced by online reviews. 90% of consumers sat buying decisions are influenced by online reviews. 31% of consumers are more likely to spend with companies that have positive reviews. (Source: www.trustpilot.com)

Making it Big as a Seller

One of the things that will determine if you will make it big with Amazon SEO is your products rankings, product description among others. If your products are coming up to the first pages of the Amazon results pages, you’ve done your job! Keep on tweaking and testing each of your pages if pages are not ranking in the top results.

Based on this checklist, you’ve learned that you should not miss adding your product specification and to incorporate every detail and specifics of your product so it reaches the users you want to buy. In providing information needed to guarantee the buyer they are making a choice on quality and durability. This is an important ranking factor to Amazon, and it should be important to you as a seller on Amazon.

Check out these additional tips on Important Elements of Amazon SEO.

Replenish Inventory Faster with Payability

After you’ve taken the steps to optimize your product pages, your business will be growing and inventory will be running out, You can use Payability to receive faster payments on Amazon — the next day or on a weekly basis thanks to Payability Instant Access for Amazon Sellers and Payability Weekly Payments for Amazon Vendors. You don’t have to wait to order inventory, you will receive your earnings daily or weekly so you will have the capital you need, depending on type of program.

If you are interested in selling on Amazon, there is one thing that you can do to help ensure your success: limit mistakes and make smart, calculated choices and optimize your product listings so consumers can find your products.

By | 2017-05-16T17:55:53+00:00 February 22nd, 2017|Amazon, eCommerce, Events|

Meet Susan Tam

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Susan, the Director of Acquisition Marketing at Payability, is a marketing professional with 10+ years of digital expertise across a wide range of products and services. Susan's expertise in content marketing and SEO, coupled with her deep understanding of marketing principles, practices, and techniques for both traditional and digital marketing for B2C, B2B and Fortune 500 companies, make her a valuable asset to the team. In her free time she enjoys yoga, hiking, traveling, and the beach.