Amazon is amongst the largest online retailer in the world, and statistics are here to prove it. By the end of March 2019, Amazon’s revenue for the past year exceeded $232 billion. Based on those numbers, if Amazon was a country, it would be the 51st richest nation in the world. With this in mind, it is only natural for businesses to sell their products on the platform. But precisely because of these numbers, the competition for a high place in Amazon’s ranking becomes fiercer and fiercer.
As compared to Google, who is looking to send traffic to other websites, Amazon’s algorithm, also known as A9, is focused on finding the products that will provide the best sales conversion. It takes into consideration many variables, such as immediate sales, verified reviews, click-through-rates vs click-to-sales and sales page content. To put it simply, Amazons cares most about its buyers, which means that, if you want to optimize your listings, your main focus needs to be improving the buyer’s experience.
When it comes to keywords, Rose Jeffery, an SEO specialist at Pick The Writer explains: “Just like any other SEO strategy, keywords play an important role in Amazon SEO. While it does have some similar particularities with traditional SEO, Amazon SEO revolves more around the buyer. What would the buyer type in, if they were looking for your product? This is the number one question that you need to answer.”
Start by looking at the direct competition for your category. You will want to look at the first 5 top-selling products and what their keywords are. Build a list of keywords that are related to your product and measure the traffic potential of each keyword before deciding on which ones to use.
Another way to find keywords is to look at reviews for similar products. Whether they know it or not, customers will reveal to you which terms they use to describe the product. If you see a review that says “My 5-year old son really liked this book”, then you can add “books for preschoolers” to your keyword list, and so on.
Product title heavily impacts product ranking, which is why you will want to incorporate all the important elements into it. You will want to incorporate your most important keywords into the title, as it is the most important element in Amazon SEO. Don’t fear that your title will be too long, but make sure that the most important keywords appear first. The key elements that you need to incorporate into the title are:
Given the fact that there are a lot of elements, you need to include, the order in which they appear is highly important. Amazon advises you should start with the brand name and continue with the most relevant keywords. Incorporating all of your keywords into the title is impossible, but you need to ensure you include as many as possible, while at the same time let the customer know exactly what product you are selling.
While product description does not directly impact raking, it does get indexed and will impact your visibility. You need to write a product description that tells a story to the buyers. Speak about your brand, the product, and make sure to include some valuable keywords.
You will want to make the text easy to read, natural and persuasive. This is your chance to tell people WHY they should buy your product. Highlight the most important characteristics of the product and how it can respond to the customers’ needs. Don’t write long and boring paragraphs. Stick to short, clear and readable blocks of text, and make sure to include a call-to-action.
Don’t keep away from services that can help you elevate your writing. If you are using them on your website, there is no reason why you won’t use them to write your product description as well. Services such as Studicus, Hemmingway App, and Grab My Essay can help you edit your text, to ensure it is easy to read, correctly written and appealing to the reader.
Product features appear with bullet points, right under the price tag, and are where buyers usually look to find the most important characteristics of the product. This is another place where you can include your keywords, but ensure you do it in a natural way so that the buyer can easily scan and find the information that they need.
When writing highlights, link your product features to the benefits they bring to the customer. For example, if your product is made out of stainless steel, tell the customer how that makes it easy to clean and durable.
Keep in mind that mobile users will only be able to view the first three bullet points, if they don’t decide to read more, so make sure to include the most important features at the beginning of the list.
The way you answer to reviews will dictate the way buyers perceive your brand. If you only answer to positive reviews, you might be suggesting that you do not care for your customers’ opinion enough. You will want to encourage buyers to tell you about their experience with your products, to find out what went well and where you need improvement.
Take time to answer reviews, be them positive or negative, to show customers that their opinions matter. For positive reviews, the situation is pretty simple. Thank them for taking the time to write about their experiences and encourage them to check out your other products.
When it comes to negative reviews, which, no matter how good your product is, you will receive, the situation may be a bit more challenging. Address the issue and offer to replace faulty products. Respond to questions and reassure them that you take their opinions very seriously. This way, they will feel more confident to buy from you, knowing that, if they have an issue, you will be there to respond and sort thigs out.
Amazon SEO is not as complicated as it may sound but focuses highly on the buyer’s experience. This means that, in order to ensure your listings rank high in searches, you need to put yourself in the customer’s shoes. Pay attention to keywords and the way you use them in the title and product description. To build credibility and increase sales, which ultimately will help with raking, ensure that you engage with customers in the review section and answer both positive and negative ones.
Melanie Sovann is from the greater LA area and is a seasoned writer and blogger, passionate about a broad spectrum of topics, ranging from technology to sociology. She is currently a writer and editor at Trust My Paper and loves every second of it.