Amazon is a bustling powerhouse of more than 119 million products, which is growing very rapidly by the day. With that, it’s making hundreds of billions of dollars every year. Undoubtedly, every Amazon seller is gearing up to take the biggest chunks of the pie.
That means you’re into a very tight competition when you’re running a store or when you’re to start one in Amazon. For almost every niche you could think of, there are already established stores competing for it.
But here is what you should know. You’ll always have a space in Amazon as long as you implement proper strategies. In this article, we’ll discuss what you should step by step so you’ll have better visibility on Amazon’s search results.
Unlike in Google or other search engines that have more than 200 ranking factors, that of Amazon plays mainly on relevance and performance.
That means you can easily optimize your product listing. The more your store becomes visible on the front pages, the more prospects you attract and convert into raving customers.
Before we delve deeper into the ranking strategies, let us first understand the A9 platform which Amazon uses to put the best list in search results. That is the A9 algorithm.
Putting Amazon A9 into Simple Context
Created in 2003, the Amazon A9 is a search engine and advertising technology that the e-commerce giant utilizes to determine which products should appear from the top one to the bottom. Although its algorithm and fundamental functionalities are still top-secret, there are specific practices you can apply to influence it in favor of your store’s standing.
Primary, the A9 of Amazon aims to take advantage of algorithmic trends. Over time, however, A9’s use expanded to different platforms and products. But it remains the compelling search engine that powers the product search for Amazon plus other multiple e-commerce sites.
Amazon’s A9 takes into account various factors when ranking products. Among them are product title, bullet points, and description as well as price, availability, selection, and sales velocity. All these are categorized within either relevance factors or performance factors.
Since the Amazon A9 is almost the same as Google, SEO is also imperative for ranking high on Amazon’s search results. Let’s talk more about Amazon’s SEO for you to have a clear understanding and picture of how to develop and implement SEO strategies.
Understanding the Fundamentals of Amazon SEO
Amazon SEO pertains to the processes you need to undertake to optimize your product listing and rank them higher on the Search Engine Result Pages (SERPs) of the e-commerce giant.
It all starts with thoroughly assessing your competitors and identifying the proper keywords or key phrases to target. All that depends on what your target customers are searching for. You can make use of a variety of free and premium tools to identify the best search queries to incorporate in your articles or product description.
Once you’re done with the competitor and keyword research, you can then proceed with the optimization of the product title, description, and bullets. Complementing this strategy is the proper use of backend keywords.
We’ll discuss these two critical strategies in more detail below.
Aside from optimizing your product’s visibility on search results, you will also need to do the following:
- Keep track of your competitors’ prices for pricing adjustments and flexibility
- Sustain positive reviews and high ratings for your products to favor Amazon’s ranking
- Make use of high quality and appealing images or other visual tactics that appeals to emotion
- Never run out of stock; otherwise, your competitors will take your place
- Provide a highly-responsive and customer-driven service
When developing your Amazon SEO plans, condition your mindset with this perspective: “While a lot of people think of Google as an answer engine, think of Amazon as a purchase engine.” In this scenario, it is essential to remember that your target customers are more intent on purchasing. Again, they’re searching for products to buy, not browsing for information. Devise your listings in such a way that matches this purpose.
Here is another food for thought you should not miss. Your copy should be direct and informative to quickly drive home the highlights or benefits of your products. Aligned with an organized keyword plan, you should place that properly. In that way, you’ll not only attract targeted traffic but also generate higher conversions compared to your competitors.
What’s with Competitive Research and Analysis
As we highlighted earlier, don’t just start with optimizing your product listing without knowing the terrains and playing field. That means, assess first your competitions, their current standing, and their best practices that make them stand out. It’s imperative to know what they have in store to help you identify effective tactics and navigate through the fierce competition.
Although it’s highly recommended that you make use of a premium tool to give comprehensive details about your competitors, you can always choose free options. Among the free tools you can count on are Ubbersuggest and Diggity Marketing.
Take note. Some of the premium options like Moz have free versions as well, so you might want to give them a try.
With that, search for the keywords or key phrases you deem you should be targeting to rank your products. Then check out the pages or posts ranking on the top ten in the search results.
As you browse them, identify and document critical points that you think make them rank high.
These points could include the following:
- Catchy and proper title structuring
- Easily highlighted benefits in the bullet points
- Quality of image or other visual materials used
- The type of content used in describing the product
- Specific words integrated in the product listing
- How the product’s prices are structured. Do they conduct some promotions?
- What about shipping guidelines and expenses? Do they have an option for free shipment?
- Specific categories that they target
Aside from the mentioned tools above, you can make use of Advanced Web Ranking to generate a more detailed list of competitors, identify which products rank better, and then assess them more comprehensively.
To start with, add the main competitors in AWR, and upon adding, you’ll be able to see all the products that they rank for and their current standing. Plus, you’ll determine the keywords they targeted, including their synonyms and related key phrases.
Here is the more exciting part. You can make use of the same tool to filter the products of your primary competitors that rank high, which you can then analyze and see the factors that place them on top.
Aside from the keywords used, you also need to assess the pricing of your competitors. You don’t need to manually do that since you can make use of innovative tools such as an Amazon Repricer to automatically give you the best pricing options you can implement for your store.
Again, Amazon sellers who make it to the visible spots devote considerable time studying their competition regularly and assessing the best-selling items in the categories they want to rank for. They then integrate best practices and innovate on these to generate more sales.
Ensure Regular Mining Review
When you’re buying online courses such as on how to start a blog, isn’t it that you buy into courses with compelling reviews or positive remarks? That also applies if you’re an Amazon seller. Reviews are a significant consideration of Amazon when organizing product listings.
Here is what you should remember. To improve a copy of your product listing, you can leverage on review mining since it can recommend the proper keywords and the type of language that appeals to customers. How does it do that? Well, reviews reflect the same statements that users or customers input when rendering their insights about a product they bought.
Let’s cite an example.
Store MNO and Store ONM are both selling fashion brands for women. Store MNO’s customers’ reviews are all positive expressions of satisfaction, not just for the product quality but the efficiency as well. On the other hand, Store ONM’s product reviews are riddled with several remarks of dissatisfaction because of the wrong product sent and long delivery time.
If you are a customer wanting to buy the best, which of the two would you prefer?
Surely, you’ll ought for products with compelling reviews. That’s because you can also relate to what they want of the product, and you want the quality that they experienced.
But here is a thing you should not forget Your reviews can never be immaculate. There will always be customers who’ll post ire or even damaging remarks intended to discredit your business. Learn from both reviews.
Think of these questions.
What specific highlights about the product or service that they mentioned in the positive reviews? What could have gone wrong that made some customers post unwarranted reviews?
Either way, you learn from both. Consider the positive reviews as strengths of your products that you can highlight more. For the negative remarks, analyze these, and identify solutions. After all, these are a real portrayal of lapses in your store that you might have missed.
What comes next after a thorough review mining and competitive research is the keyword research. This is the most important step as it can spell either visibility or isolation. This is foundational and make sure; you do it right. Otherwise, targeting the wrong keywords will deviate you from attracting your target customers and place your rankings on the bottom list.
Here are the specific steps to do keyword research the right way. Although we’ve already covered them up in the previous paragraphs, let’s detail them here.
Think of yourself as a customer. When you’re searching for a product on Amazon, what words come to your mind. Let’s say you want to buy a shoe although you’re not sure yet with the specific details. What words will come to your mind when thinking of how to locate it?
Place all those keywords on a spreadsheet.
Aside from what you have in mind, it’s also imperative to make use of tools as these typically provide more accurate results of what customers search. Tools like SEMrush or Ubbersuggest give not just the list of major keywords but also the long-tail key phrases customers use, including the specific questions.
2. Competitive Research
Once you’re done assessing your competition, add them to the spreadsheet you created for the keywords. At this point, don’t just browse through products on the competition page. Consider assessing the suggestions of Amazon when you’re making use of the search bar to look for products. For more relevant and detailed articles on how you can do this, check out Seller Snap. They offer a lot of free and comprehensive guides that work for both beginners and advanced sellers.
3. Review Mining
When mining the reviews, make sure you note the particular key terms that customers used to find your competitors’ products. Again, these terms or statements used in reviews are crucial to determining the precise words customers use when associating a service or product. These very words are what they search for before their purchase decisions.
These are helpful phrases as they help you identify the exact language people use to describe products, thus, looking for them before buying.
Do remember this though. Keyword tools do not entirely present an accurate result of keywords customers search for. That is why reviews are imperative in identifying what they input on search bars.
4. Refine and prioritize
After preparing a list of keywords, you should then identify which of these are priority targets when building the content within a certain time frame.
Thankfully, there are multiple tools you can use to do just that. Among the popular options are Merchant Words, Ubbersuggest, Google Ad’s Keyword Planner. These tools also reveal the specific search volume for the terms in a month. That will give you a picture of the keyword’s traffic potential. In that way, you’ll make use and prioritize the exact phrases towards optimizing your products’ listings.
When you are just starting, it’s recommended first to target the keywords with lesser search volume to build your store’s visibility on Amazon. As you create more and more content and post more products, you can then target the more competitive keywords, and that’s feasible since you already have previous content to help you rank higher.
Once you’ve completed all that, you should already have a list of keywords with the appropriate search volume as well as the phrases that users enter to find the best products or services fit for their needs and wants.
That’s it! We’ve discussed the factors you need to identify and consider when devising strategies for ranking high on Amazon’s search results. Then, we tackled the specific steps you should apply right away once you’re done with baselining.
But here is an important note to always remember. Amazon’s algorithm, just like Google and other search engines, constantly evolve. Updates and changes are constantly implemented to ensure customer satisfaction.
That means you have to keep track of the updates for you to adjust your strategy aligned with the changes or improvements. It’s always a dynamic playing field when you have a store on Amazon. But as long as you continue implementing the fundamentals and even advanced tactics, you’re ensured of a consistent income stream and an ever-growing profit margin.