Theory and definition of SEO on Amazon
15 Apr 2024
SEO on Amazon - how to adapt your strategies for maximum sales
In today's e-commerce world, Amazon sets the standards, occupying the position of the largest online product search engine. Understanding and effectively using Search Engine Optimization (SEO) on this platform is crucial for increasing sales. SEO on Amazon is a process that not only enhances the visibility of products but also drives sales and builds brand reputation among millions of buyers. It's also more than just keywords; it's a comprehensive strategy that encompasses both OnPage and OffPage aspects.
Definition and Importance
SEO on Amazon is an advanced process of optimizing product listings in such a way that they rank as high as possible in the platform's search results. Just as SEO for Google focuses on delivering content that answers user queries, SEO on Amazon concentrates on matching products to customers' purchasing intentions. This is key to understanding and effectively leveraging the power of Amazon to maximise sales.
How does SEO on Amazon work?
Understanding how SEO on Amazon works requires deep insight into how the platform interprets and ranks products. With each search, Amazon uses an algorithm that analyses millions of items to present the most relevant ones to the user. OnPage actions, such as optimising keywords in the title and description, combine with OffPage factors like external traffic and linking to create a strong product presence in search results.
Key Aspects of SEO on Amazon
Relevance and keyword research: Understanding which keywords are most effective for your products is the first step in optimising your listing. You need to carefully analyse and select keywords that not only describe your product but are also frequently searched by your target audience.
Product description: Your listings must be clear, convincing, and above all, full of valuable information that answers consumers' questions and needs.
Product images: Product images play a crucial role in SEO on Amazon. They should be attractive and professionally done to capture attention and increase CTR (Click-Through Rate).
Product reviews: Customer reviews have a direct impact on SEO, as products with higher ratings are better positioned.
Optimal inventory levels: Product availability is another factor influencing search ranking. Amazon prefers listings that are always in stock for customers.
Backend Keywords: Optimising keywords in the backend of your listing is just as important as those visible to customers. They help the algorithm better understand what your product is.
OnPage and OffPage Optimisation
OnPage refers to any SEO activities carried out directly on the product listing page on Amazon. This includes optimising the product title, bullet points, description, and product images. It also involves ensuring that keywords are used correctly so that the A10 algorithm can properly interpret them and increase your listing's visibility.
OffPage focuses on activities outside Amazon, such as external linking and generating traffic to the listing. This is particularly important for the A10 algorithm, which considers external traffic as an indicator of popularity and trust for a given product.
The New Amazon Algorithm - A10 vs. A9
The new Amazon algorithm, A10, has introduced changes in how products are ranked compared to its predecessor, A9. A10 focuses more on relevance and precision of search results, ranking products based on organic clicks and assigning high ranks to products that are most relevant and popular among consumers. This means that Amazon now places greater emphasis on OffPage metrics, such as linking, external traffic, and user engagement.
In A9, PPC was the main driver of sales, but A10 changes this by emphasising more sustainable and organic SEO methods. In practice, this means that PPC ads are still incredibly important, but creating content and listings that are genuinely interesting to buyers and build trust is likewise crucial, leading to organic growth in clicks and conversions.
The Importance of SEO for Your Sales Strategy
E-commerce is becoming increasingly competitive, and SEO on Amazon is an essential skill for every seller. By consciously implementing SEO strategies, you can significantly influence your sales on Amazon, increasing the chances that your products are chosen by customers. In an era where more and more people are asking "how to sell on Amazon", understanding and leveraging SEO is your greatest asset.
Summary
Effective use of SEO can lead to significant competitive advantages, increased sales, and solid brand development. However, it requires continuous learning, experimenting, and adapting to changing algorithms and consumer preferences.
Remember: SEO on Amazon is not a magic wand but a craft tool that, in skilled hands, can carve the success of your brand in the digital world of e-commerce.