Coaching Session 14 – Amazon SEO – Search Engine Optimization

Video Lesson

Practical video

Lesson Notes

• What is Amazon SEO?
• Amazon Ranks Products Based on Purchase Likelihood
• How to Optimize Keywords for Amazon SEO?
• Amazon Auto Complete
• How do Amazon Use the Keywords in each of your Product Listings?
• Fields of Product listing
• Enhanced Brand Marketing A+ Content
• Enhanced Content vs. Product description
• Backend Keyword
• Additional Product and Keywords Fields
• What is the Amazon A9 Algorithm and How Does It Work?
• What Factors Influence the A9″s Search Rankings?
• What You Need to Know About Amazon SEO?
• How to Improve Product Rankings on Amazon?
• Amazon SEO Keywords Rules

 

What is Amazon SEO?

Buyers on Amazon enter a keyword to find what they are looking for and just like on Google, users mainly click on the first few results and rarely click on a product on the second, third or any further page.

 

Amazon Ranks Products Based on Purchase Likelihood

• Three parties come together on Amazon: buyer, seller, and Amazon.
• On Amazon, there is only one intent behind every search query: buying the product.
• Sellers use Amazon for one reason only: they want to sell!
• Amazon wants to generate revenue, but Amazon will only make money if a sale takes place (Amazon receives a 15% commission from a seller or collects the margin from a vendor).

 

How to Optimize Keywords for Amazon SEO

Your content will enhance your product’s performance and improve its rankings.The right keywords will allow your product to appear in the search results in the first place.

 

How to Conduct Amazon Keyword Research

Remember: Shoppers can only find your product on Amazon if your product page contains all the keywords that shoppers use in their search. Your first step in keyword optimization is, to identify all relevant keywords. Here are some techniques and tools to do that.

Amazon Autocomplete

When you enter a keyword in the Amazon search box, autocomplete suggests search terms that Amazon customers use frequently.

Weighting of the different fields: Does it matter where I put my keywords?

The fields of the product listing (title, bullet points, description, backend keywords, etc.) used to be weighted differently in the Amazon ranking algorithm. It doesn’t matter where you put your keywords, as long they’re in a field that’s indexed.

 

Brand

Even though your brand is indexed as a keyword, it does not (and cannot) vary across product listings and, therefore, offers no opportunity for optimization.

 

Title

The product title is fully indexed for search. Use the category-specific Amazon Style Guides to determine the correct title length for your product. Amazon rejects overlong titles and even suppresses listings in certain circumstances. In this case, the product no longer appears in the search results.

 

Bullet Points (Highlights)

In some categories, Amazon only indexes the first 1000 bytes (incl. spaces) as a sum across all bullet points.

Product Description

In some categories, products can be found via all the keywords in the product description

Enhanced Brand/Marketing A+ Content

Amazon does not index enhanced content (A+ for vendors and EBC for sellers) for search. If the relevant keywords only occur in enhanced content, the product will not appear in the search results.

What Is Amazon’s A9 Algorithm And How It Works?

A9 is the Amazon’s product ranking algorithm which displays the results based on the queries or keywords or key terms entered in its search box.

What You Need To Know About Amazon SEO?

To optimize a product listing on Amazon, a seller should comprehend the key ranking factors for the A9 algorithm.

Two (2) key factors into two distinct categories:

• Desirability
• Discoverability

Amazon SEO: How To Improve Product Rankings On Amazon?

Step 1: Amazon Product Title

The foremost factor to focus on to boost the product’s visibility and rankings are your product title. Ensure that you incorporate all the relevant information in your title, keeping the product name first.

Step 2: Amazon Keyword Research for Product Keywords

Practice Amazon SEO to step up your game and to drive qualified traffic to your listing. This typically includes optimizing for the keywords they are searching for.

Step 3: Amazon Product Price

Whenever you set a “price” for your product, make sure to check the competition for all the identical products.

Step 4: Amazon Product Images

They say that “a picture says a thousand words,” and that’s so true when we talk about attracting potential shoppers at a marketplace like Amazon.

Step 5: Amazon Product Description

Step 6: Amazon Product Features In Bullet Points

When it comes to “product description,” buyers or shoppers are never going to like it if it has huge chunks of information in paragraphs rather than in neat, clear bullet points describing every feature of the product.

Step 7: Product Stock Availability

It is significant to ensure that your product never runs “out of stock,” as this can lose you a huge amount of rankings.

Step 8: Product’s Backend Search Keywords

These search terms are hidden to shoppers but usually are indexed by Amazon’s A9 algorithm. They can have an immensely positive impact on a product’s search. The important things to incorporate in your backend include the following:

Step 9: Product Reviews And Ratings

Step 10: Use FBA for Your Product

 

Amazon SEO Keyword Rules — How Amazon Treats Keywords

You should adhere to some general keyword rules. Stick to the following guidelines to optimize the formatting of your keywords:

• You don’t have to repeat keywords
• Use either singular or plural
• Capitalizing
• Umlaute
• Accents
• Minor misspellings
• Different spellings of compound words
• Hyphens)

EASY TO FOLLOW WORKFLOW ON HOW TO OPTIMIZE KEYWORDS ON AMAZON?

Step 1: Optimize backend keywords

Step 2: Place remaining keywords in the product content (i.e., title, bullet points, product description)
Step 3: Fill in additional product and keyword fields

 

Tip: Sellics Keyword Ranking Tracker

As soon as your keywords are in place, we recommend that you measure your optimization success and regularly review the ranking of your product with a keyword ranking tracker such as in the Amazon SEO tools in Sellics Seller Edition and Vendor Edition

Portfolio

1. What is Amazon Ranking Algorithm (A9)?
2. Choose 3 Products and Write Product Descriptions Using 5 Bullet Points.
3. Search for the 5 Best Keywords for these 3 products and submit?

Email Subject: C14 -Batch #

 

Note: You can start watching the lessons in advance, but the submission of portfolios can only be done after joining the LIVE sessions/Orientation and during your scheduled batch only.

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