Amazon has become the most expensive company in the world, ahead of Microsoft and Alphabet in terms of capitalization.
Over the 24 years of operation, Amazon has become not only one of the most popular Internet sites, but also a full-fledged search engine in the field of online commerce. More and more users are choosing Amazon to search products rather than Google.
We know quite a lot about SEO at Google, but what do we know about Amazon optimization? what if you decide to start selling products on Amazon and don’t know how to optimize the product rank?
Amazon Product Listing Optimization
So, you have decided your best product to sell on Amazon. Where to begin? Perhaps it would be nice to figure out what is under the hood of the search.
Amazon’s core research is keyword research. The fact is that the audience of the Amazon is primarily focused on the purchase, and not on the study of goods. By entering the keyword into the search and studying the information provided, the user makes a purchase. Therefore, for the seller it is extremely important to be as high as possible in the search results for keywords.
If you do not want to use third-party tools (for example, Google Keyword Planner ), then you can select keywords using the auto-complete function of the search bar on Amazon:
Optimizing the Title
Selected keywords must be added to the product name. It is important not to overload your product with keywords.It is better to make the title concise – from 50 to 100 characters. The title must include:
- product’s name,
- brand name
- the main function of the product,
- specifications (colour, size, etc.).
The title should have at least 1-2 search queries. Often they intersect with the characteristics of the product, so that meeting the required number of characters is not difficult.
Optimize Search Queries
In August 2018, Amazon introduced a new rule – not more than 250 characters (with spaces) can now be entered in the Search Terms field. In this field you need to specify as relevant as possible requests for which users will search the product.
Add product photo
The basic requirements for Amazon photos are:
- The main photo should be on a white background.
- Image size must be at least 1000 x 1000 px – so that users can view the details.
- You cannot place watermarks on the photo.
- Among the photographs, there should be a snapshot of the product in the package.
- The product itself should occupy at least 85% of the photo.
- Photos must be of high quality, without any noticeable defects.
Work on Comments
It is important that the content is regularly updated on the product’s page. A great option here would be user comments .
Amazon uses a special algorithm to calculate the most popular requests in the texts of reviews and generates tags. Then, separate landing pages are generated for each tag, generating traffic for low-frequency queries.
You need to motivate your users to write reviews. This can be done, for example, by inviting them to receive the goods for free on trial. In this case, the chance of getting a negative comment is rather low – most often the user who tested the product for free will simply say that it did not suit him.
Keep in mind: Amazon carefully monitors feedback and eradicates unfaircompetition. Therefore, all comments should be left by your real buyers.
Over the years, an entire industry has grown around SEO at Google. And the few optimizers that now work with Amazon are at the very beginning of the journey.
Unlike Google with its Google Analytics, Amazon does not provide sellers with a lot of traffic and user data. This significantly complicates the comprehensive analysis. However, you should not despair – the site is steadily growing and developing. This means that in the future, the set of tools offered to sellers will only expand, and their knowledge of working with Amazon will increase.