It is important to recognize that Amazon customers search differently than Google when it comes to increasing the searchability for your products on Amazon.
Amazon allows customers to search for your product only if their query matches one of your keywords. Keywords will drive product visibility in search results and be at the core of your Amazon search marketing efforts.
How does Amazon SEO work?
Amazon SEO is a combination of two parts: content optimization and keyword optimization.
Keyword optimization refers to the process where you research all relevant keywords for your product and place them in the appropriate fields of your product listing. Amazon’s ranking algorithm doesn’t assign the same value to all keywords fields. This means that you need to prioritize the most important keywords. Below, we will show you how to do this.
Content optimization refers to optimizing your product listing page’s copy and images. This is a critical step in increasing your conversion rate. Your goal is to provide all relevant information about your product to the customer in the most appealing way possible.
Part 1: Keyword Optimization
1. Research all relevant keywords
To find the best keywords for your product you need to search all relevant Amazon keywords. Amazon keyword tool allows you to sort keywords by customer search volume to help you prioritize keywords that are most relevant to your product.
2. Add relevant keywords to your product listing
A thorough keyword search should yield at least 200 keywords for most products. Next, you need to add your keywords to your product listing page. Amazon’s ranking algorithm does not consider all fields equally important. We’ve provided a list of the best order in which to place your most important keywords.
- Title of product: Here are the most relevant keywords to your product.
- Seller Central backend search keywords: The customer is not able to see your backend search terms. This is the second most important field. The product category will determine the maximum number of keywords that you can enter. Some products have 400 bytes while others can hold 2000 bytes. Others may only store 250 bytes.
- Bullet points: Although less important than the title or the backend search terms the bullet points can be a great way to include keywords. Be careful not to include too many keywords. Bullet points are concise and should catch the shoppers’ attention.
- Description of the product: Finally, you can add keywords to your product description. According to our experience, keywords in the description have the lowest impact on rankings.
Part 2: Content Optimization
Once you have optimized keywords, it is important to optimize your content. Your conversion rate will be greatly affected by content optimization. You want to make sure that your product information is presented in the most appealing way possible.
Here is where your copy for bullet points and product descriptions play an important part.
To get a better understanding of what information your product description and bullet points are missing, you can read the questions that users have about it in the Q&A section of your listing page.
Look through customer reviews to find the features they love about your product. Highlight those features in your product title. High-quality images are also important in the buyer’s purchase decision.
What are the benefits?
Keyword optimization will improve your product’s visibility on Amazon. Content optimization will increase your product’s conversion rate. Both of these steps will help you increase sales velocity and, in turn, will improve your product’s organic ranking in Amazon search results.
This will increase the number of shoppers who come across your product. More sales will result, which in turn will raise your ranking even higher. It will also create a positive reinforcement loop for your product.
This means that you’ll need to keep track of your keyword rankings to see how they change over time and to determine if you should take action if your competitors’ products start to rank higher in Amazon search results.
Learn More: How to build e-commerce website in 2021 step by step guide click here
