Amazon is a great way to connect potential customers with your products. Shipping out over 1.6 million packages daily, Amazon has become one of the largest e-commerce platforms in the world.
Due to its growing success, those who utilize Amazon are bound to see a drastic increase in sales and company success. However, utilizing Amazon can be difficult for those who are unfamiliar with its processes and algorithms. Thankfully, there are a few Amazon SEO best practices that can help you obtain higher visibility and rankings on the Amazon SERP. Here’s how to succeed with Amazon SEO.
Identify Keywords
Amazon is similar to Google in that its search engine follows an algorithm that looks for keywords related to customer searches. Amazon’s goal is to match results with what its users are looking for. This means that depending on your products, you need to conduct keyword research that will allow you to identify what words or phrases you need to include in your product descriptions.
Optimize Your Product Names
Title optimization is important because your title is generally the first thing a consumer sees. So your title will in effect help a consumer determine whether or not they want to take a closer look at your listing. Clear and relevant titles will have a higher CTR, helping you to gain more traffic. When optimizing titles, one of the most effective ways to organize your description is as follows:
- Brand
- Feature
- Material
- Key Ingredient
- Product Type
- Model Number
- Size
- Package Count
- Color
- Flavor
While you don’t need to include all of this information in every title, you should try to keep it in this order as it will be the clearest and most relevant way to present information.
Optimize Your Images
Since Amazon is an e-commerce platform, image optimization is crucial. Amazon’s process allows for users to hover over images to enlarge them. This makes it extremely important to use high-quality images in your descriptions. Since consumers will want to analyze products, low-quality images will impact you negatively since zooming in on them will result in a blurry image.
Optimize Your Item Descriptions
Your product descriptions are one of the most important SEO factors you need to consider. The keywords and phrases included in your description will directly impact which results your product appears in. Prioritize your most relevant keywords (from your keyword research) and include them in your title and description.
Furthermore, be sure to include related phrases and keywords in your description. This is important because not all people will search for the same keywords when looking for the same product. For example, if you sell athletic shoes, you may consider listing including phrases like running shoes, sneakers, etc.
Observe Your Competitors
When it comes to Amazon SEO, there’s always more you can do to improve. One of the ways you can improve is by looking at the listings of your competitors. This will potentially give you insight into what you should include in your listings that isn’t presently included. If your competitors are outranking you, it may help you figure out why. And if you’re outranking your competitors, you can see what you’re doing differently and make sure you keep doing it.
Use Backend Keywords
Another great Amazon SEO best practice is to include the use of backend keywords on your product listings. Backend keywords are specific words are phrases that consumers won’t be able to see since they aren’t listed on the front end in the product description.
These keywords should be directly related to your product (perhaps variant descriptions, as previously mentioned. These backend keywords allow you to further optimize your product description without keyword stuffing or overcrowding your description.
There are a few ways to determine which backend keywords will give you the best results. Consider the following tips.
- Keep it under 50 characters. Amazon gives you a limit on how many backend keywords you can use. Don’t exceed the limit.
- Use different words on the backend than you used on the front end. Amazon will categorize you based on the text on both ends, so don’t be repetitive. Use words and phrases for the backend that aren’t listed on the front.
- Don’t use punctuation. Since you are limited on space for the backend keywords, don’t take up precious room trying to get an A+ on your English assignment. Avoid commas, periods, etc, unless they are necessary for your phrase. (ex. TI-84 Calculator)
- Consider misspelling your product. Since your end goal is to appear to the consumer, consider whether or not there are common misspellings of your product or brand. If so, list them in the backend to increase your chances of appearing in the SERP.
Obtain Good Reviews
Reviews are one of the most important pieces of information a consumer will get about your product because it doesn’t come from you. Obviously, you believe in your own products, but do other consumers?
Amazon can rank according to stars (1-5), and products with higher rankings generally get more presence in the SERP. Consider reaching out to customers and asking them to leave an honest review. Good reviews will increase your rankings and potential sales, while bad rankings will clue you in on what needs to be improved. Both good and bad reviews can be beneficial to you if you act accordingly.
Amazon is a great way to share your products with the world. However, following Amazon SEO best practices can be difficult. If you need help optimizing your Amazon listings, reach out to an SEO expert today for help. Amazon is too big of a platform for you to miss out on.
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