President & CEO of Corberry Digital Marketing Agency, a full-service digital marketing agency offering web design, SEO, PPC, social & more.
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Selling products on Amazon has been lucrative for many entrepreneurs and companies. In fact, 55% of all Amazon sales during the fourth quarter were by third-party sellers.
But with so much money on the line, this has also led to some fierce competition. One of the best ways to set yourself apart is by mastering Amazon SEO. Like Google, Amazon uses search to help shoppers find what they need, which means sellers who successfully optimize their listings for the search algorithm will have a massive advantage over the competition.
How Amazon’s A9 Algorithm Works
Amazon search has a different goal than a traditional search engine. When you enter a query into Google, you’re usually looking for an answer to a question. But when you perform a search on Amazon, you’re looking for a product to buy. Because of this, the company had to develop its own unique search algorithm, known as A9.
As with any algorithm, the exact formula is mostly a secret. However, through firsthand experience, we can deduce four main factors that contribute to it. These are:
1. The keywords found within your product listing.
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2. The number of shoppers who end up clicking on your listing (click-through rate).
3. The number of shoppers who end up buying your product after viewing your listing (conversion rate).
4. The number of positive reviews your product receives.
Essentially, the keywords in your listing let Amazon know your product is related to a customer’s search, and your click-through rate, conversion rate and positive reviews tell them how likely they are to buy your product. Since Amazon takes a percentage of every sale you make, it’s in their best interest to display items that are more likely to result in a purchase.
How to Optimize Your Product Listings for Amazon Search
Luckily, creating a product listing page that’s more likely to show up in Amazon searches isn’t difficult. There are a few key steps you can take to boost your chances of getting found by potential customers. Here are some tips based on our experience in helping clients optimize their Amazon listings:
1. Include the right keywords throughout your listing.
By using relevant keywords, you’re informing Amazon about your product. If someone searches for “noise-canceling headphones,” it makes sense that listings that contain that exact phrase will be more likely to show up.
The first step is to determine what terms people are using to search for your product. To do this, find the phrases related to your item with the highest number of monthly searches. There are tools out there that can help you do this — we use Ahrefs and AMZScout.
Next, include those terms in various places throughout your listing, such as in your title, product features and description. Just be sure they’re used naturally where it makes sense. Amazon can tell when you’re keyword stuffing and you may get punished for it.
2. Use high-quality images.
The one downside of online shopping is that customers can’t inspect a product in person. This means they depend on images to decide whether or not an item suits their needs. Having quality photos increases both your click-through rate and your conversion rate, which will improve your chances of showing up in Amazon searches.
Here are three tips when it comes to images:
• Follow Amazon’s image requirements. Remember, Amazon wants you to succeed. The requirements are in place because they’re proven to increase conversions.
• Use more than one photo. Amazon lets you include nine images, so use them all. Shoot your product from different angles and show it being used for the best results.
• Hire a professional if you’re not an experienced photographer. It’s a relatively small investment and will make a big difference to your sales.
3. Write compelling product descriptions.
Great images go a long way toward selling a product, but people still need to be told why they should buy from you instead of someone else. This is where powerful copy makes a difference.
The number one thing you need to remember when writing your product descriptions is to focus on benefits, not features. Don’t just tell people what your item includes; explain how it’s going to solve their problems and make their life easier. Next, think of the most common questions people might have about your product and include the answers to those questions right in your description.
Finally, if you have a registered brand with Amazon, you have the option of using A+ Content. This is more image-based and engaging content that’s shown to increase conversions.
4. Increase your reviews.
When it comes to reviews, the number one thing you can do to improve your score is to sell a quality item. If people love your product, they’re going to be a lot more eager to go online and write a positive review about it.
Besides this, simply asking for a review makes a huge difference. Follow up with your customers to see how they’re making out with your product, then finish your correspondence by asking them to leave you some honest feedback. If you provide people with an exceptional experience, most of them will be happy to leave you a review.
5. Analyze your competitors.
Finally, if you want a little more insight into how to create a great listing, have a look at similar products that are ranking highly in Amazon searches.
What kind of photos do they use? How have they written their title? What keywords have they included? How do they describe their product? This will give you a few hints about what you can do to improve your listing and get noticed by Amazon’s algorithm.
Conclusion
With so many sellers vying for sales on Amazon, you need every competitive edge you can get. Optimizing your product listings for Amazon search could be the advantage you need to take your business to the next level.
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Author: Michael Fox, Forbes Councils Member
