As more businesses create product pages on Amazon, they’ve started paying more attention to Amazon SEO. This article will tell you what you need to know about optimizing your product page’s ranking in Amazon search results.
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Why You Should Care about Amazon SEO
Search engine optimization (SEO) has become an incredibly popular tool for businesses to get their website to rank high in search engine results. Strategically using keywords and phrases throughout social media posts and blog articles can get your content to surface to the top of search engine result pages.
More recently, businesses with Amazon product pages have started doing the same thing. Each month, over 197 million people worldwide visit Amazon’s site. Amazon is a rapidly growing market that allows businesses to sell their products on their third-party platform. Amazon product pages are a great choice if you’re looking to minimize online store expenses and reach a much wider market.
Without paying attention to where your products show up in Amazon’s search results, though, you may be missing out on traffic and potential sales. Most internet users don’t go past the first page of search results. That means that if your products are ending up on the dreaded second page or worse, there’s a good chance considerably fewer people are even seeing them.
If your business has an Amazon product page, it was likely created to reach a wider market and draw more customer attention to your products. Simply assuming that being on Amazon will increase your products’ visibility is not the best bet. Thousands of other retailers are likely selling their own similar products, meaning you might be running into fierce competition.
For the best sales results, you’ll need to learn how Amazon’s algorithm ranks products and what you can do to get yours to the top.
How Amazon’s Product Ranking Algorithm Works
All searchable sites use their own algorithms based on their own goals. Regular search engines are looking to promote sites that get the most clicks. The better keywords you use, the more clicks you’ll get, and then the higher your content will rank in the search engine’s results.
For Amazon, the goal is always to sell more products. Unlike major search engines, Amazon’s product ranking algorithm doesn’t simply care about keywords and clicks. It cares about sales. Amazon makes money when people buy your products. Products that have been optimized for Amazon’s site will naturally draw more attention and find more customers.
But what does it mean to be optimized for Amazon’s site?
It means two things: keyword relevance and sales performance.
Keyword Relevance
The top way Amazon’s algorithm selects which products to rank highest in customer searches is by evaluating their keywords. Amazon imposes a strict 250-character limit on backend keywords, which are the ones Amazon uses to sort products. The point is to force sellers to precisely pinpoint the nature of their products without excessive, irrelevant keyword dumping.
When you craft both your product descriptions and your backend keywords, you need to keep in mind the most relevant features of your products.
Sales Performance
Amazon has been carefully designed to turn potential customers into real ones. If your products aren’t selling, it’s unlikely Amazon’s algorithm will rank them high in customers’ search results. There is likely a higher selling product with similar keywords that Amazon will select instead.
That means you need to drive up your products’ sales to get them to move up the search result rankings. It might seem intimidating at first for your Amazon SEO goal to be increasing your sales performance. But there are plenty of strategies you can use to get customers more interested in your products.
Ultimately, this algorithm creates a wonderful cycle for your business. Strong keyword choices drive higher search rankings, which drives higher sales performance. More sales means your product continues to rise higher in the rankings. Putting energy into Amazon SEO is the surest way to get more out of your Amazon product page.
Amazon SEO Tactics You Can Use for Your Product Page
If you have an Amazon product page, it’s important that you use SEO to your advantage. You know about keywords, relevance, and sales performance, but how do you put that to use in your product page? Here are some handy strategies that can take your Amazon SEO to the next level:
Come up with SEO-friendly product titles
Vague, detail-less product titles don’t help your products rank higher in Amazon searches. When a customer searches the Amazon site, they will likely enter a couple keywords. The more relevant your product titles are to a typical consumer search, the more likely it is that Amazon customers will come across them.
When you’re brainstorming potential product titles for Amazon, detail is always helpful. Try adding information about the product’s color, size, brand name, or intended audience. These are all details an Amazon customer is likely to naturally include when searching for their desired product.
Be sure to avoid excessive detail, though. Amazon’s algorithm can often detect attempts to stuff product titles full of keywords. Give your title one or two helpful details without going overboard.
The product title is the first thing potential customers see when they search something related to your product. You want both Amazon’s algorithm and potential customers to respond well to it.
Write SEO-focused product descriptions
After product titles, your product descriptions are the next most important part of your Amazon product page. In your descriptions, you have the space to include more detailed information. Once customers click on your product, they’re looking for dimensions, color options, special features, and explanations of how to use it.
When you’re writing your product descriptions, be sure to include these key features that customers will be most likely to search. Amazon SEO depends on strategically placed keywords that match what customers are already looking for.
To give you an idea of what additional keywords people might be searching, type a couple of your keywords into the Amazon search bar and see what auto populates. Those search suggestions are commonly searched items, meaning you can easily get a good idea of what some related keywords might be. Finding the right keywords will help your products come up more reliably on the first page of customers’ searches.
One of the top reasons customers return a product they’ve bought from Amazon is because they feel it didn’t match the description. Don’t give customers a reason to be dissatisfied. Clear, enticing descriptions are the surest way to draw more attention to your products and convince users to become customers while getting higher rankings in Amazon searches.
Post high-quality images of your products
After you’ve written SEO-rich titles and captions for your products, it’s important to focus on other important aspects of your product page. Product photos are one of the most compelling pieces of a product page. A major part of optimizing your product’s placement in search results is organically increasing your sales. High-quality images give your products a leg up over the competition.
Low quality or misleading images can lead to disgruntled customers. Product photos make up for not being able to see and feel the product in real life. Buying products online means taking a risk. Give your customers what they need to feel confident about buying your products.
Encourage positive reviews from satisfied customers
Amazon is incredibly review-friendly. The more reviews a product has, the more likely customers are to buy it themselves. We trust other people’s experiences and feel more comfortable making the purchase ourselves when we know other people have enjoyed it.
Positive reviews can help drum up business, which means your products will start outranking the competition. Keywords matter, but they only get you so far. Reviews from satisfied customers can give your products the boost they need to break free from the trap of the later pages of Amazon search results.
It might seem out of your control whether customers leave reviews about your products, but you actually can do a lot to motivate them. Email reminders or special deals for customers who leave reviews of your products can help incentivize your satisfied customers to give their feedback.
It’s important that potential customers know what they’re getting into when they buy one of your products. Amazon reviews and ratings are an easy way to get more interested buyers and to get your products to climb the search rankings.
Amazon SEO from SEO Design Chicago
It can be difficult to craft your own Amazon SEO strategy. You already have your hands full managing your Amazon product page and trying to make your business successful. That’s where SEO Design Chicago can help. Their professional digital marketers can help you create the perfect Amazon SEO strategy to get your products ranking higher in customer searches.
The digital marketing experts at SEO Design Chicago can also help you with capturing the best photos and videos of your products to get them to be best-sellers. Once you have great visuals, their content creators can work with you to write the best titles and descriptions for your products.
You can trust SEO Design Chicago to help you design the perfect Amazon SEO strategy for your business. Start working with them today to get your products jumping to the top of more Amazon search pages.
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