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If you are selling your products on Amazon, you want to ensure that you are ranking well for Amazon searches. SEO often focuses on your main website on Google, which, of course, is vital.
Still, as an Amazon seller, you need to ensure that prospective customers found you on the same basis your search results appear on the first page for your specific keywords as this is generally where customers will make their purchases.
Amazon has its specific search algorithm, so you need to understand how this works as it is different from that of Google and other search engines. So, there are some Amazon-specific tips and tricks that you need to be implementing to ensure visibility on this global platform.
Amazon Search Algorithm
It can start to sound fairly complex when we start discussing such algorithms, but the bottom line with Amazon is that two key factors are really important when it comes to ranking well. The algorithm is known in the industry A9 because this is the company which is responsible for the SEO, they are a subsidiary of Amazon, and they deal with how this all works.
There are lots of complex ways of explaining it, but in the simplest terms, they are looking at relevance and performance. As a seller, this means you need to optimize your Amazon product page to take into account these critical factors. So, let’s take a closer look.
When it comes to advertising each of your products, you can influence your relevancy ranking by using appropriate keywords in specific locations. So, what does that mean? Firstly, your product title, so you are selling a bicycle, but you’re not going to use the word bicycle on its own as your product title.
Yes, it may well describe what you are selling, but you are missing out on some crucial information that is used by the algorithm to determine relevance. The key information you should use in the title of each of your product listings is as follows (and yes, all of this information should be in your Amazon product name on your Amazon store):
- The product
- Brand name
- Description of the product
- Specific materials or ingredients
It is important to be succinct and get this information as neatly as possible without looking like you are keyword stuffing. Just as on Google, Amazon will penalize sellers who stuff keywords it must have a natural look and feel and not seem spam-like.
Another important feature that must not be overlooked are your backend keywords. They are only used for the Amazon algorithm, and it’s not something your customers see. However, overlooking them means the algorithm can overlook you. It’s a bit like meta tags on a web page it helps the algorithm decide what you are selling and how relevant it is to the search that the customer has made. Again, you must not stuff this information you have 50 characters and five fields that you can add your keywords to. Get too chatty, and you simply won’t be indexed. So, here’s what you need to know about backend keywords:
- Avoid repetition
- No special characters like quotation marks
- No commas
- Use variations of spelling
- but don’t include too many of the same word
If you need assistance on finding the right keywords, hiring an expert such as nuancedmedia.com. Specialists will research and implement strategies to help you make the most of this area.
Your product description needs to be well written as it serves two purposes. Firstly, your customers need to know about the product and want to be convinced that you have the item they need. Secondly, you are again dealing with keywords for the Amazon search algorithm, so you need to ensure that your descriptions are quality and well written. Bullet points are always a good way to get information across. Short sentences are easy to read, and customers can see quickly vital information that they are looking for. Again, you must make sure that your copy for each product is written naturally and not stuffed with keywords, but the crucial information appears throughout. It’s a balancing act.
In fairness, having a massive impact on your performance factors when it comes to ranking is harder, but you should understand them and know what Amazon is looking for.
The amount you are charging for your product is going to impact on how many sales you make. You need to have a competitive price compared to other products of a similar nature. Naturally, if you are more expensive than everyone else selling the product not only will customers generally choose a cheaper option, but Amazon’s algorithm will also assume that your product isn’t likely to sell so you won’t rank as highly. It is frustrating when you’re dealing with much larger companies who can afford to sell products cheaper, but for Amazon at least, you can genuinely price yourself out of the market if you are too expensive.