Amazon puts sellers directly in line with millions of purchase ready customer and does away with the need to build and promote standalone websites which have long gestation periods before they reap results.
However, Amazon marketplace can be brutally competitive too. Once a product is listed, it is a long road to the top.
This is precisely the reason that a deft understanding of Amazon’s own search engine and has its own ranking strategy based on their proprietary A9 algorithm is a must. It works in a different manner than the likes of Google, Bing, and others.
PART 1: Understanding Amazon’s A9 Algorithm
Product relevance – Amazon ranks only those products who’s keywords match with the keywords customer search for. This takes a lot of effort on effective keyword research and implementation.
Conversion rate – Another important contributory factor is the profitability of the product. A product which relatively sells well will have an upper edge. If another product does marginally well in terms of sales, it will outrank and overtake others. Conversion rate depends on how you place your product with the right keywords to start with.
Customer satisfaction- Customer reviews affect product ratings.
A good SEO strategy starts with keyword planning and the key here is “Relevance”.
Doing proper research on best keywords matching your product is the key. No single tool is absolutely accurate that can help achieve desired results in totality, however, there are a handful of these.
WAYS AND MEANS OF KEYWORD REAEARCH
#1 SEO keyword research using keyword research tools
Foremost, it's most essential to collate all the relevant keywords that you can think of which customers are going to use to look for your product.
Enter these keywords separately in popular keyword research tool and it will simply provide with the list of related terms. Weed out the best ones related to your product.
#2 Keyword research using Amazon Auto-fill
This is an easy way to determine what keywords are the best related to your product. Once a product is searched on the search bar, it will provide all the relevant listings. Along with listed products, it will provide suggested seed keyword ideas related to the product on the left side.
To avoid biased suggestions based on personal search history take precaution:
- Must logout of your account first
- Clear your cache before searching
#3 Keyword search planning using Google keyword planner
Google keyword planner can also provide suggestions based on initial search and give estimated search volume. Amazon listings also rank on Google and product ranking can be improved by optimizing the product for both A9 and Google.
#4 Check out blogs that use your keyword
There are tools that help you discover top blogs and articles that use your keyword. This can get you an idea of what keywords competitors are using and help in brand monitoring by putting up your own blogs there.
Google blog is a good example that will include popular current stories related to your search term.
#5 Use keyword research from Automatic Campaigns
In case one of your products is already listed, use the campaign keyword report to dig out keywords your product converts for. Once you have the potential keywords list ready according to relevance and volume, implement them in other product listings.
PART2: LEVERAGING KEYWORDS FOR SEO
Nothing is as important as leveraging the SEO in the title field as this is the first and most valuable search field.
- Avoid keyword stuffing
- Restrict up to 100 characters
- Include brand name, features, variants (color, flavor, size)
- Typically 2-3 keywords will bring the best organic results
Amazon search term indexing
Search engine links certain keywords to your product listing. You can put 250 characters in the search term field index.
Search volume relies heavily on indexing. Adding additional related terms will help expand potential audience as well.
Use all closely related, tangible search terms obtained from the research which have not been used in the title to fill out the search term.
- Don’t repeat keywords
- Use entire field
- No fillers like “for”
- Use space - NO commas, punctuation or quote
- Singular, plural and upper case are all ignored
Where to put these keywords?
By now, there must be enough seed and long-tail keywords ready through research. Now it's just a matter of sprinkling it in the right places:
- In Product Title, Subtitles
- Bullet Points
- In Filenames of product photo
- In Product Title
- In Filenames of product photo
Why Consult Weston Corica?
I am a Business accelerator with more than a decade of experience in Data Science and building strategies for brands of all sizes and categories on Amazon. Users can get the full depth knowledge about what things to sell on Amazon smartly using seller course.
As the Amazon marketing and branding consultant, we help brand owners, manufacturers, and affiliates to rank their product and dominate the marketplace in their niche area on the Amazon. Our mission is to work together to build your product into an Amazon’s Best Seller category.