Worldwide e-commerce is a multi-trillion dollar industry. There are an astounding number of people buying and selling products on the internet to earn extra cash.
Amazon is a major player in the retail space for several reasons. Most importantly, they are the largest digital retailer of goods in the world. Another factor is their robust third-party e-commerce infrastructure which enables anybody to sell products on their website.
In spite of Amazon’s dominance of e-commerce, many business owners focus exclusively on Google for SEO. They run blogs, get backlinks, and play the long game for organic search traffic.
Amazon search gets three times as many product searches as Google does. If you want to sell, you need to optimise your listings for Amazon, and their version of Amazon SEO.
Amazon vs. Google SEO Strategy: What’s the Difference?
Many people are familiar with Google SEO. Here’s a quick distillation of how it works:
- Create frequent new content
- Get other blogs to link to you
- Use the same keywords over and over
None of these strategies make sense on Amazon. It’s clear that you need a different approach.
On Amazon, here’s what matters:
- Fill out every piece of structured data
- Use as many different keywords as you can
- Convert traffic into sales
If you can do those three things, your rank will improve in Amazon search. It’s that simple.
Structured Data
When you create a product listing on Amazon, you have to fill in a lot of info. There are dozens of boxes for keywords, bullet points, descriptions, manufacturer numbers, and all other manner of data.
You should fill in every single box. Don’t leave a single piece of data out of your product listing under any circumstances. Amazon uses this information in a variety of ways to help customers find the products they need.
For example, you could get traffic from searches related to the product colour or manufacturer’s number. If you leave this information out, you’ll have less chances to sell.
Crafting the Perfect Title
Not all structured data is equal on Amazon. The most important piece of information is your title, which gets a disproportionate amount of weight in Amazon’s “A9” search engine.
There’s an art to using a lot of good keywords in your title without keyword stuffing. While Amazon used to reward blatantly outrageous titles full of keywords, the modern algorithm is much more strict.
Try to keep your titles in the 8-12 word range. This is enough to include your brand name, product title, and a few useful keywords.
Having trouble figuring out a good title? You can look at the top performers in your category for inspiration. Pay attention to the length and structure of all product titles in the top 20 and use that information to inform your own decision.
Traffic Conversion Optimisation
A common “catch-22” situation for Amazon sellers is a lack of traffic. Without traffic, it’s hard to sell. Without sales, it’s hard to get more traffic from Amazon search. How can you break this cycle?
One common solution is external advertising. Facebook ads are a great way to drive more traffic and earn a positive ROI. You should do this in a way that optimizes your conversion rate. The higher your conversion rate gets, the higher your search ranking becomes.
Avoid marketing to a broad audience. Your goal is to entice potential customers without attracting “window shoppers” who are only curious.
If you pull this off, your conversion rate will go up. With a high conversion rate and a good advertising strategy, you will shoot upwards in the search rankings.
Sell More Products
You deserve to be rewarded for your hard work on the Amazon platform. It’s important to get enough sales to make the whole process worth your while.
Amazon SEO is a way to amplify your business success. When you optimize your product pages for SEO, you sell more products. This is a tried-and-true way to earn more money without a lot more work.
If the idea of SEO is confusing to you, don’t worry. The best way to get comfortable with these ideas is to apply them in the real world. Give these tactics a try and you’ll be an Amazon master before you know it.
