How do I get my product listings well-optimized for Amazon search algorithm?

Amazon search algorithm for ranking products on sale is also known as the A9. Based on the official guidelines and generally recognized practical tests, Amazon search algorithm is meant to evaluate the list of product SERPs in two separate phases. Here is how it works:

The thing is that the A9 Amazon search algorithm initiates the process of ranking items even before you fill a search request. I mean that it maintains a really massive “catalog” of different product listing prepared well in advance. Doing so, Amazon search algorithm can give the searching shopper a list of the most relevant SERPs, which is commonly pulled together by every keyword/search term relevance – directly from that already existing “data storage.”

Once all those corresponding results are pulled together, Amazon search algorithm will need to sort them in its own special way. Put simply, Amazon is doing best to provide not only relevant search results, but arranges them so that they are more likely to convert every potential shopper looking for products over there – into the real client, who will come back time to time and make another purchase. That’s why Amazon search algorithm is actually a more straightforward one, for example when compared with those extensive systems used by Google search engine, not to mention its really huge load of different ranking factors (people say there are over 200 unique characteristics and performance metrics that help Google determine ranking positions of every web page found on the Internet within its index).

Product Listing and Amazon Search Algorithm

Below I’m going to show you the main areas of your product listing to be optimized for Amazon search algorithm. Ultimately, to appear prominently in the product search based on the relevant user’s request and his personal shopping choices.

Forget about Off-Page SEO

When it comes to ranking well with Amazon search algorithm, there is just one single thing that makes the whole strategy of product listing optimization over there. Let’s face it – there are no off-page SEO factors considered by the A9. It means that we are free to skip all that metrics, such as backlinks, domain authority, social media, web page authority, PageRank, etc.

Ensure Maximum RPC

Maximizing the RPC metrics (otherwise, Revenue Per Customer) stands for the primary goal of the A9 Amazon search ranking algorithm. Doing best to ensure the maximum level of revenues, all actions taken by every user visiting that crowded online marketplace is always put on track. That way, Amazon’s algorithm is trying to make most out of those collected user metrics. Ultimately, to maintain the maximum level of RPC over and over again. Doing so, the A9 is mainly betting on the following top important ranking factors. Make sure to put them into consideration when optimizing your product listing:

• Factors of Relevancy (Product Title SEO and Product Description SEO).
• Factors of Conversion Rate (Customer Reviews, Competitive Pricing, Product Image Quality).
• Customer Satisfaction and Buyer Retention (Feedback from Seller, ODR – Order Defect Rate).

Once we’ve quickly run through the main factors used by Amazon search algorithm to determine your ranking positions as a seller relevant to the shopper request, it’s time to show you the main areas of your product page SEO. That way, let’s have a look at the “anatomy” of your product page on Amazon. According to the official ranking guidelines and Amazon seller rules, here is what makes the right structure of every product listing that appears prominently in the relevant search over there.

Product Listing Structure and SEO Tips

• Product Title – is arguably the most valuable asset found in your product listing, particularly when it comes to getting well-optimized for Amazon search algorithm. The thing is that the A9 attaches much more ranking weight precisely to product titles – just like Google search engine itself, who loves compelling titles, rich with the main target keywords, which are meant to be placed closer to the title beginning in a decreasing order of their importance. So does Amazon! The only thing that can make you disappointed is that there are much more than just eighty characters available for you to make a product title really rich with the keywords (and even long-tail search terms).
• Product Description – is the second most important part of your product listing taken into account by the A9 Amazon search algorithm. Product description is exactly where you can drop as many keywords as you want. Of course, try to avoid getting this section overstuffed with a too heavy keyword placement. Doing so, remember that the keywords in your Product Title and Product Description should be never used repeatedly. Just make sure to eliminate all duplicates probably emerging during the process of SEO optimization.

• List of Bullet Points – everything is nearly self-explanatory over there. In fact, this section is just a more summarized, clean and clear version of your Product Description. All you need here is to mention only main product features, benefits and elements of everyday usage – make sure to list them in a maximum concise manner, in line with maintaining a fair, logical order for every single bullet listed in this section.
• Backend Keyword Section – this ending part of your product listing is probably the best place to drop all the remaining target keywords and long-tail search terms, which didn’t find their right place throughout the rest of your Product Listing. Yes, Backend Keyword Section is exactly where you’re welcome to put most of your remaining relevant product terms and those must-winning long-tail search combinations which failed to appear elsewhere so far. Just make sure every keyword you are going to put over there is easily readable (just to avoid confusing your potential buyers), as well as has an adequate level of the average search volume correlated with its current level of keyword competition (to make every search term easier to rank for).