Guest blog by Ron from Visiture
What is the first thing you do when searching for a product? If you’re like most people, you’ll browse around Amazon. Google is great for general search, but Amazon is really the king of products. It is easy to navigate, has a vast selection of products, and highlights competitive pricing.
But it’s this vast amount, of products and businesses, that creates a problem for merchants. It makes it harder to rank on Amazon and show on search results; however, by understanding Amazon’s basic SEO techniques, smart business owners can rise to the top. Use these tips to optimise your product data and get better Amazon performance.
Amazon vs. Google’s SEO
Like Google, Amazon has its own smart algorithm that allows the platform to learn and evolve with user’s interactions. The first thing you need to realise is that Amazon’s ranking factors differ from Google’s. Instead of measuring success based on engagement, Amazon measures success based on conversions.
Also, Amazon doesn’t take into account off-site factors like Google does. It only cares about on-site factors, so it doesn’t matter if your Amazon links are mentioned in multiple off-site websites; Amazon will only care about the final conversion your listings generate.
Optimizing Product Data for Better Performance
- Parent-child options
Instead of using multiple listings for product variations, use one parent option that showcases all of them. This parent-child organisation has many benefits. One of them is reducing user browsing time since the user would be able to get any product variation, such as different colours, in the same listing. Another benefit is the chance to create a stronger listing. All the reviews would be gathered in one place and become more convincing to the user.
- Optimising the Product Title
An optimised title is useful for a couple of reasons: It allows your product to be found when a user uses the keywords you’re targeting, and it encourages users to click on your ad based on good copy.
Amazon recommends including all the following attributes in your titles: brand and description, product line, material or key ingredient, colour, size, and quantity. The key is to find the right keyword choices and order them according to priority. This is important because words can be cut off when using smaller devices. If your main keywords are at the end of your title, people browsing on mobile devices won’t get a chance to see it, and it will decrease your click-through rate.
As you use Google keyword planner to get keyword ideas, use Amazon-specific tools to brainstorm keywords.
- Bullets
You already got the user to click on your product; now you have to convince him or her that your product is better than your competitor’s. This is the perfect opportunity to include even more keywords, features, and benefits to increase the chances of making a sale.
Tell people why they should buy your product instead of buying from your competitor. Give them ideas on how the product can benefit their life by solving a problem. Also, provide additional product features such as fabric materials, dimensions, and compatibility with complementary products.
- Search Terms
These are terms that let Amazon know which keywords should be triggering your product listings. Here, you want to include as many relevant keywords as possible, but do so deliberately. First, do some research to find what keywords potential buyers are using to find products similar to yours. You can use online tools like keywordtool.io to help you get the job done.
Once you’ve built your keyword list, include variations like misspellings. Don’t worry; your search terms are on the backend, so users won’t be able to see all the nonsense list of keywords you’ve put together. It doesn’t have to look pretty or salesy—it just needs to be well-planned.
- Product Description
Use this area to provide more compelling reasons to buy your product. A perfect way to do this is tying your description to a story. Give readers vivid examples of how they can use your products to improve their life. Focus on benefits instead of features.
In addition, add a call to action at the end of your description to encourage readers to “buy now” or “order now.” You can even create urgency by mentioning that products are selling out fast, or there are only a few products available.
- Bonus Optimizations
Images
Having good looking, professional images will help you increase sales and comply with Amazon’s image requirements. Among other things, they require a pure white background and good quality images. Look into outsourcing this photo editing task since it can be more cost-effective than doing it yourself.
Filter Fields
Make sure you fill out all your filter fields so your products can show for filters related to size, colour, or other attributes.
Reviews
Reviews can make or break your Amazon store. Build good reviews by asking customers for feedback and delivering on your promises.
As with other marketing efforts, remember to test constantly to find what really works for your business. Every business is different, and you may find certain things that work for you don’t work for others. At the end of the day, if you deliver good quality products and build a name for your brand, you’ll have your customers coming back for more.
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