To have a practical understanding of Amazon SEO, let's take a look at the general Amazon consumer behavior - the search process - and see which Amazon SEO items Amazon sellers should pay attention to.
1) Amazon Search Box - Check out Amazon's Suggested Search Words
Amazon shoppers search for products by typing in words, phrases, and keywords in the search box at the top of the Amazon homepage. When they type in, a drop-down menu of autocomplete search terms appears, where Amazon makes search suggestions of words and phrases to the consumer. Suggested search words allow consumers to further develop their inquiries.
As an Amazon seller, you can utilize Amazon’s search suggestions in SEO along with your product-related keywords. The method of this process will be covered in the following section.
Amazon consumers can filter their search results. They can use filters on product categories, reviews, brands, price range, and more to refine their search results. As an Amazon seller, you need to understand how your products relate to search filter and apply it to your SEO.
Relevant factors that determine search results include product name, product description, optimized images, 5 product features (bullet points), and competitive price. You can improve these factors to increase your product ranking in Amazon search results. [1][2][3]
- Product name
- Product description
- Optimized product images
- Product features (bullet points)
- Price competitiveness
One factor that is highly related with search results is your Amazon sales rank. Amazon determines sellers’ sales ranking based on their sales or order data, and they put more weight on recent sales over older sales.[4]
Additional factors that contribute to sales ranking include sales speed, seller account status, reviews and star ratings, price, optimized images, and reliable inventory.[1][2][3]In general, the higher your rank, the more likely you are to make a sale and therefore to appear at the top of search results.
Here are a few factors that sellers should pay attention to regarding Amazon ranking.
- Relevance: Amazon shows consumers the products that are most relevant to their search query. Therefore, it is important to include these keywords in your product listings.
- Sales history: Amazon has stated that it considers order data when determining the sales ranking. If the customer ratings are the same, products have sold more are likely to be ranked higher.
- Product price: Products with competitive price are more likely to be ranked higher.
- Other factors: Other factors such as product images and product descriptions are also considered.
In the previous section, we identified SEO factors by following the search behavior of Amazon consumers.
1) Keyword Research - Utilize the Search Box
First, you need to create a list of keywords by typing in major keywords related to your product from a consumer's perspective into the Amazon search box and checking the ‘Amazon Suggested Related Words and Phrases’ in the drop-down list. It is a good idea to categorize your list into short-tail keywords and long-tail keywords.
Short-tail keywords are short words or phrases used by search engines, consisting of one or two words, and typically have a high search volume and high competition. Long-tail keywords are longer, sentence-like searches, usually consisting of three or more words. Long-tail keywords are more specific, have lower search volume and less competition, but tend to have a high conversion rate because you know exactly what the consumer is looking for. Autocomplete search suggestions in the Amazon search box are a great alternative to finding long-tail keywords.
- Short-tail keywords: Broader search terms
Example) pumpkin carving tools - Long-tail keywords: Specific search phrases
Example) pumpkin carving tools for kids
One of the specialized services that Amazon provides to its branded sellers is brand analytics tools.
Among them, Search Query Performance is the most recommended SEO tool.
Upon selecting a timeframe for analysis, the sellers can see metrics (user flow, step) for the top queries in their brand catalog or Amazon Standard Identification Number (ASIN), as well as arrange the sub-items for each metric [5][6]
Here are some of the key features of Search Query Performance:
- It provides insights into your overall brand organic search queries.
- It shows you the top queries and search volumes that appear throughout the consumer's purchase journey, which helps to identify organic search queries from search word impression to clicks, add to cart, and purchases.
- It provides search word ranking data for individual ASINs (per product).
Amazon SEO Action Plan - Listing Optimization The main listing elements that are relevant to Amazon SEO are the product name, product description, and product image.
Nearly all of the textual information that sellers provide to Amazon system is related to SEO, which is why you should focus on optimizing your listings. Let's take a look at text-focused listing SEO. 1) Product Name Optimization
Product name requirements apply to all products on Amazon's global marketplace. First and foremost, you need to comply with Amazon's product name policy so that your visibility in search is not limited. You will also need to optimize your product names to improve your search results considering the following items. Please note that some categories may have specific rules.
- Product name should match the name that appears on the actual packaging.
- Product names should be concise; the recommended length is between 60 and 80 characters.
- Do not capitalize everything.
- Capitalize the first letter of each word, except for prepositions (in, on, over, with), conjunctions (and, or, for), or articles (the, a, an).
- Begin product names with the brand name.
- Use numbers instead of letters; "2" instead of "two".
- Product names should contain only the minimum information necessary to identify the product.
- Avoid using subjective descriptions; e.g. "Hot Item" or "Best Seller".
- Product names can include necessary punctuation such as hyphens (-), slashes (/), commas (,), ampersands (&), and periods (.).
- Measurements can be abbreviated, such as "cm", "oz", "in", "kg", etc.
2) Optimization of Key Product Features (5 bullet points)
The product information described in your product features is also important for SEO. You can include keywords naturally in your product features. Product features should clearly and concisely describe the product features. You can write up to five bullet points, which is why they are sometimes called 5-bullet points. The order in which the features are listed and described is important.
- Describe the functions and key features of the five products.
- Write less than 1,000 characters in total for better readability.
- Describe product features from a consumer perspective, such as recommended age and country of origin.
- Be consistent with the information provided in the product name and product description, and repeat key points for emphasis.
- Begin with a capital letter.
- Do not include periods.
- Do not include promotions and pricing information.
Product description contains detailed information about the product, usually about features and usage. You can include details that you did not mention in your product features. This will be the main resource for Amazon's search engine to understand what you are selling, which affects search results.
Here are a few tips for writing high-quality product descriptions. Note that some categories may have specific rules.
- Include your brand name.
- Describe how the product is used.
- Include the product size (e.g. shoe size), or the type of material (e.g. canvas for a backpack).
- Provide relevant details, such as color, packaging, and quantity.
Not all keywords can be displayed on the detail page. However, you can add them as backend keywords to be indexed. An example of this is the Amazon Search Term field. Although consumers cannot see it, adding it as a backend keyword in the Search Term field improves your product's searchability.
Here are some tips for optimizing your Search Term backend keywords.
- Include only common words.
- Include synonyms, abbreviations, and alternative names for your product.
- Minimize unnecessary characters as they are less than 250 bytes.
- Include abbreviations and alternative names.
- Separate words with only spaces.
- Do not repeat words within the search term field.
- Use either singular or plural, not both.
https://sellerinteractive.com/blog/amazon-seo-guide/
[2] How to Rank Your Products for Amazon A10 Algorithm, sellerapp
https://www.sellerapp.com/blog/amazon-a10-algorithm-updates/
[3] The Ultimate Amazon SEO Quick Start Guide for 2023
https://canopymanagement.com/ultimate-amazon-seo-quick-start-guide/
[4] Sales Rank FAQ, Amazon
https://sellercentral.amazon.com/help/hub/reference/external/G202059240
[5] Search Query Performance, Amazon
https://sellercentral.amazon.com/brand-analytics/dashboard/query-performance
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