In the US, more than half of all product searches start on Amazon. However, keep in mind that getting your product to rank high on Amazon is not an easy task, especially if you are selling in different markets across the globe. The SEO (Search Engine Optimisation) on Google and Amazon use different algorithms and rules. In the case of Amazon, the algorithms and rules also change across markets.
These differences mean that the work you put into SEO on Google has a limited impact on your Amazon rankings, and it is worthwhile to invest in SEO strategies geared for Amazon and each market you sell to. That’s why we highly suggest learning about Amazon’s algorithm and how to use that knowledge to increase your ranking on the search engines’ results page (SERP).
Can I apply my Google SEO knowledge to Amazon?
Yes, and no. For efficient SEO, both Google and Amazon platforms require high quality content with well-researched keywords that match the search query. Efficient keyword research and use of keywords leads to an increase in the CTR. However, the SEO rules and search engine indexing for Google and Amazon are different. Search engine indexing stores website content in a database for retrieval based on search queries. Amazon uses a different search engine index geared towards the products and their categories. A better understanding of how Amazon’s algorithm works will increase the chances of your product reaching the top of the search listing ahead of the competition.
How do the algorithms for Amazon and Google’s compare?
From the user’s point of view, the search engines for Google and Amazon essentially work the same way: they provide the best and most relevant results based on the user query.
While both SEO emphasise CTR (clickthrough rate), Amazon also emphasises conversions (the ratio of customers who buy your product out of those who viewed its listing). After all, Amazon’s objective is to get customers to purchase a product. The focuses of Amazon’s SEO are on identifying search traffic, implementing product-oriented keywords, ensuring high relevance, considering the customer’s journey, and enhancing the customer’s buying experience. Successful use of Amazon’s SEO leads to an increase in the CTR. Once a product has been purchased, the conversion rate also increases.
According to Amazon, 70% of customers do not make it past the first page of search results. Therefore, optimising product listings on Amazon’s marketplace and understanding Amazon’s A9 and A10 algorithms are necessary to increase opportunities for successful sales.
How to have an impact on Amazon’s ranking:
- Seller reputation: A good history as a seller helps in the long-term perspective. Experienced sellers who have demonstrated the ability to consistently provide quality products and good customer service are likely to rank higher due to authenticity. This is indicated by the low number of returns and/or problems with customers combined with high sales numbers helps the seller reputation.
- The importance of conversions: Frequently purchased products have a higher conversion rate, which indicates a strong sales history. By focusing on clickthrough rate (CTR) and conversions to achieve a strong sales history, the product can get a high ranking on Amazon’s bestseller list. This also signals Amazon about the product’s relevance in its category, increasing its visibility.
- Customer Experience: A strong product listing is essential for ensuring a good digital customer experience. Creating a strong product listing includes providing relevant and useful information about the product with images that effectively show the product’s function. Using relevant keywords is also important to increase visibility of your product in a customer query. However, avoid keyword stuffing, the repetitive use of keywords and keywords that are irrelevant to the product. Keyword stuffing can harm your credibility as a seller (see point above about seller reputation) and the product can come across as inauthentic.
- Organic sales: If a customer finds your product through an organic search without paid ads, this is a strong indicator that your product is relevant and desirable, which is very important for the sake of the algorithm. Organic sales can be achieved via effective keywords, a strong product listing, high sales, a stable inventory balance and positive reviews.
- Inventory balance: Having strong conversions won’t be helpful if you do not maintain a steady inventory balance based on customer demand. If the inventory is low, Amazon will display other products with a better stock balance. Maintaining a stable inventory is therefore an important factor affecting your product’s placement within the Amazon ranking system.
To recap the points in this post, here are some tips to increase ranking:
- Have a good seller reputation.
- Aim for high quality reviews.
- Focus on the product’s relevance within its category (Check Amazon’s bestseller list for insight).
- Have a good product detail page.
- Invest in building organic traffic and organic sales.
- Work actively and carefully with your Amazon SEO, then implement keywords in a natural way. (Avoid irrelevant keywords and frequent repetition of the same ones).
- Maintain a stable inventory based on customer demand.
While it may seem to be challenging to understand Amazon’s algorithm to effectively manipulate the SEO results page. These different strategies and tips will help improve your product’s chances for a higher ranking leading to commercial success on Amazon.
Get in touch with us to schedule a consultation about your brands’ marketing strategy on Amazon.