It is inevitable to survive on Amazon Marketplace without solid SEO practices. SEO provides many benefits to sellers, increasing their visibility, organic sales, and better rankings, cutting down the PPC budget and increasing profit margins. Increasing your Amazon product search rankings is crucial for visibility, conversion rates, and sales. Amazon operates as a powerful search engine, where SEO can transform your brand’s visibility and success. In this revised guide, we will explore five essential strategies to enhance your Amazon SEO efforts and secure a higher rank, driving more organic traffic and cutting your ad spend.
Hence acing it is a win-win for sellers!
But how can you accelerate your Amazon store growth with SEO?
As a part of an Amazon Marketing Agency, I can share some great insights that can help you succeed in your specific niche.
5 Ways To Increase Your Amazon Product Search Rankings
Here are proven ways you can strengthen your SEO and claim a more significant chunk of organic sales:
1 – Effective Keyword Research:
SEO is dependent on highly effective keyword research. The advertiser should be very clear in mind about the types of keywords he is finding depending on his specific needs. SEO on Amazon is highly reliant on targeted keyword research. The correct keywords can either make your product highly visible or bury it under pages of results. Here’s how to effectively identify the keywords that will help you maximize your reach and optimize your rankings:
Here are different types of keywords:
- Product-relevant keywords
- Design-relevant keywords
Well, what’s the difference between the two?
Product-relevant keywords are generic keywords relevant to that particular product you are selling on Amazon. For example: “Diaper changing pad.”
However, design-relevant keywords are “Portable diaper changing pads” or “contoured diaper changing pad”.
To choose effective keywords, consider your product’s needs. Decide whether your goal is to reach a broader audience or attract a niche demographic seeking specific features. New sellers should focus on design-relevant keywords to establish initial rankings, then expand to product-relevant keywords as their presence grows.
See, the deal is not every keyword is equal. Few offer more than the others. Like design-relevant keywords will provide you with traffic searching for a particular design. However, a product-relevant keyword would be generic and will make you appear in the search for that specific product but not that particular design.
So, coming back to effective keyword research. Knowing what you want to derive from this extensive research is essential. Do you want to reach as many people as possible (impressions), or do you want to derive qualified traffic to your listings and gain ranking? Which is possible through design-specific keywords).
Personal Suggestion:
If you are launching on the Amazon marketplace, start with design-relevant keywords and gain rankings on them, then target product-relevant keywords. Product-specific keywords have more competition than design-specific keywords.
2 – Developing Optimized and relevant Product Titles and Descriptions:
One must; I repeat ‘must’ include the primary targeting keyword in its product listing title. Amazon bots crawl the title and register those keywords to make your listing appear in the relevant searches.
Adhere to the Amazon Product title and description specifications to formulate engaging and enticing product titles and descriptions.
Well, the following are the four essential Amazon product title must-haves:
- Manufacturer/ brand name/ company
- Quantity (no. of units or parts) and unit size if dealing in apparel
- Flavour, colour, or variant
- Product name or keyword to describe the product
To create optimized and eye-catching titles, follow these tips:
- Don’t use ‘&’ ampersand in the title unless it’s necessary or part of the company name/brand name.
- Don’t write “and” in upper case. Always write in lowercase.
- Do not write numbers in English numerals but in just numerals.
- Like we do FOR headings, capitalize the first letter of each word of the title.
Amazon Product Description:
Product description is the critical area of your listing, which every customer will read to make their purchase decision.
Product description usually features up to 2000 characters.
It should have all the necessary information that enables the customer to understand the product offering better. Here are a few types of details you “Must” include in the product description:
- Colours
- Quantity
- Material
- Sizes available
- Dimensions
- Warranty information
Personal recommendation:
Do not overuse targeted keywords, as this signals the algorithm of keyword stuffing and can severely impact the rankings. Using the primary keyword once would be enough if you aim for higher ranks. However, you can weave in as many variation phrases as you want, but make sure they deliver meaning and do not seem redundant to the customers.
3 – Highlight Product benefits and Features with Bullet Points:
The bullet points section provides another Amazon search engine optimization opportunity for marketers. You can use targeted and relevant keywords by creating the right balance of customer experience and detailed provision to visitors. Bullet points are a powerful tool for communicating your product’s unique benefits and features concisely. This section allows you to use targeted keywords without compromising readability and customer experience.
Many people underestimate or ignore the importance of mentioning benefits in bullet points and instead focus on describing the features.
However, the customer needs to understand what benefits your product will offer to the customer with all those features.
Like, here is an example:
Features are:
- 100% cotton t-shirt
- Machine washable
- Available in 10 different colors
Benefits are:
- Softer than your favourite tee
- Stays soft and comfortable wash after wash
- Colour available for every mood
So here are a few tips for crafting the bullet points:
- Highlight the product’s design
- Explain the unique uses of the product or its design
- Illustrate its special features
- Describe the benefits of the product
When crafting bullet points, consider your customers’ needs and highlight the features and benefits they must seek.
Here is a golden tip for you:
When making bullet points, begin with a short description and then explain it in 100 characters or less. This gives a quick summary for the audience, and they can read more details if they want.
Create a sweet amalgam of features and benefits in bullet points so that customers know what they are getting.
4 – Inculcate keywords in the backend:
Amazon offers backend fields where sellers can add search terms that aren’t visible to customers but help improve search rankings. This section is valuable for adding secondary keywords, synonyms, or alternative spellings that you might not use in the product title, description, or bullet points.
Including keywords in the backend of product catalog data can help boost Amazon SEO. These search terms are not visible to the audience but can help product ranking.
Here’s how you can add search terms in the backend of a product listing:
- Sign in to your Seller Central account
- Visit Manage Inventory under Inventory in the main menu
- Find the product listings you want to add keywords in the backend.
- Open the product detail tab
- Add your keyword in the generic keyword field.
This section can also be used for keywords that weren’t integrated into the product title, description, and bullet points.
You can also use alternative names, synonyms, abbreviations, and other relevant keywords in this field. Add a space between two words and enter all words in lowercase.
5 – Leverage Amazon SEO tools for better optimization:
Amazon offers several resources to brand owners to maximize their SEO efforts. If these tools are utilized strategically, they can greatly help uplift your store’s game on Amazon. They will help you increase organic sales and elevate PPC performance. Utilizing these tools allows you to gain insights into consumer behavior, test new strategies, and improve your PPC performance. Let’s explore the essential Amazon tools for SEO.
What are these tools?
- A+ content
- Manage your experiments
- Amazon Brand Analytics
- Product Opportunity Explorer
Summing Up:
Amazon marketing is a tactical process that requires keen attention to the smallest details. As we all know, small things make the most significant impact. By focusing on effective keyword research, crafting detailed titles and descriptions, using backend keywords, and utilizing Amazon’s SEO tools, you’ll be well-positioned to increase your rankings and grow your business on the platform.
Each tactic plays a critical role in your overall Amazon strategy, so pay close attention to the small details and seek professional help if needed. By following these proven tips, you can outshine competitors and claim a larger share of Amazon’s organic sales.
We must optimize Amazon’s primary real estate for better rankings and conversion rates. Many Amazon consultants will share similar tactics regarding Amazon SEO with you. However, you can always seek help from professional Amazon Marketing Agencies and consultants to minimize your efforts and get a professional opinion.
