Mastering the Art of Amazon SEO – A Basic Guide for New Sellers
An increasing number of independent online retailers are looking to one of the world’s biggest online retailers – Amazon – to provide them with a platform, even if it is a secondary one, to reach new and larger audiences.
However, as many quickly discover, marketplace selling is not easy. Amazon shoppers are looking for quick and inexpensive deals, and won’t spend too much of their time deciding between sellers. They are just looking for a great product at a great price. So making sure that yours are as visible as possible is a must. Enter Amazon SEO.
Amazon SEO and the SEO that helps boost your main website are not quite the same things. If you treat optimizing your Amazon listings EXACTLY like optimizing your website in search engines, you are going to struggle. You have to know the difference – these tactics are transferable, but you should never lose sight of the end goal – more Amazon sales.
Here are a few tips to get you started on the road to more visibility on Amazon
Keywords for Amazon SEO
You may have heard that longtail keywords are big in SEO right now and they are useful for Amazon sellers, too. Most Amazon shoppers are on a mission and they know what they want – longtail keywords help customers identify your products more accurately. Give your products the best possible chance of ranking and converting by using longtail keywords in your product titles.
Make the keywords you use accurate and specific. Product features like color and size, if included will help improve your conversion rates and if your products have associations with any brands make sure that is included as well. There are several Amazon specific keyword tools you can use to help you as well, including Sonar and Helium 10.
Unlike Google and other Internet search engines, Amazon doesn’t penalize duplicate content – but posting boring manufacturer content isn’t going to help conversions.
In order to stand out:
• Differentiate yourself from competitors by providing more product data. Always give the user as much as information as you can as that is exactly what they are looking for.
• Make use of content that will help both the shopper who wants to make a purchase quickly, as in right now, as well as the ‘window shopper’ who is doing market research and will come back later.
Avoid huge walls of texts above the fold though and use easy to read language. And, take advantage of formatting features like bullet points and bold text to better sell your words.
The key to Amazon SEO success is holistic competitive analysis. And this competitor analysis should be keyword focused. Answer these questions when doing your research:
• What keywords are your competitors ranking for?
• What keywords are popular?
• How have your competitors approached product titles?
Price is another factor to analyze. While you shouldn’t always compete on price, it can definitely help.
Product filtering (colors, sizes) can also make a big difference to conversions – look at how your competitors have approached filtering. Try to offer more flexible options.
Finally, make sure that your products are nearly 100% available – Amazon doesn’t like to rank unreliable sellers.
Product Imagery and Product Data
Complete product data and imagery will help increase your conversions. Just like good on-page SEO, Amazon SEO is all about giving users as much information as possible and helping them make the right decisions by being accurate and informative.
• People like to zoom in on images – include high-quality product images on your product pages. Try to offer as many angles as you can.
• Product sizes and measurements must be perfectly clear – returns and negative reviews often come from people thinking the products was a different size.
Amazon Customer Reviews
Social proof is increasingly important for B2C and B2B sellers, both online and on Amazon, and so gaining as many Amazon customer reviews is another big part of the Amazon SEO ‘puzzle’
• Positive customer reviews lead to more sales – encourage people to leave feedback by including a review prompt in the package, or in your emails. Don’t be too pushy though and try to offer an incentive if you can.
• Ideally, you want to receive both reviews for your products as well as ratings for you as a seller. Customers look at both, and each metric can impact their purchase decision in either direction.
• Don’t be afraid of the occasional negative review. Anecdotal evidence suggests that a 100% positive seller rating might not always increase conversions; people often find that a figure in the 90s is more realistic and truthful. After all, no one is perfect 100% of the time.