Which are the main peculiarities in SEO on Amazon to be known by every seller?
Here are some basic tips and tactics in SEO for Amazon to become an inseparable part of your perfectly forged product listings. You can use them to improve your current rankings on this world's top popular online marketplace. But before we start, let's face it – taken in general, SEO for Amazon in some instances is very much alike with the most common means of conventional Search Engine Optimization. At the same time, however, there are some peculiarities found over there, which can be quite the opposite regarding ecommerce business and drop-shipping web stores. Keep reading to understand in what way every product is awarded a certain search ranking position on Amazon, and how to get most out of your conversions, as well as the main factors of relevancy, and the best approach to keep your products in stock – and the rest of stuff you should know to be landed on page one of the SERPs.
The Very Basics about SEO for Amazon Uncovered
Tier One: Understanding Amazon's SERPs
The search engine result pages on Amazon are based on the following components:
- List View (15 product results which usually cover all departments).
- Gallery View (24 results displayed per every page upon category-specific or department-related search request).
- Filter Fields (are subsets of the initially searched product request, commonly located on the left side of the sidebar).
- Sponsored Listings (are seen in the bottom of the SERPs, PPC optimized and rich with the main target keywords – much like the same with Google's AdWords found among the original search results).
Tier Two: Understanding Amazon's Search Query
Next, to get the full picture of SEO for Amazon, you will need to take a note of the main search query properties this platform is betting on. Besides, given that you're already familiar with the process of building query-specific URLs used by Google, the following parameters must be nearly self-explanatory for you:
- Field-Keywords are related to the keywords filled by the searchers and placed by Amazon into the final URLs with the related results.
- Node is the second important query parameter, which actually stands for a certain Amazon's category ID (otherwise, a numeric number related to that product category).
- Field-BrandTextBin is the brand section, which can be pretty useful for resellers, particularly when it comes to measuring different products within the same brand.
Tier Three: Performance and Relevance-Based Factors
All ranking factors on Amazon can be split into two main categories – Performance-Based Factors (ranking signals to Amazon based on the potential monetary value of every product ranked over there), and Relevance-Based Factors (stands for the relevance quality of the product evaluated upon the user search request).
1. The main Factors of Performance are related mainly to product ranking potential driven directly with its successful purchase deals (conversion rate taken at scale, unit session and buy box percentage, visual optimization, traffic metrics, as well as product pricing itself).
2. The main Factors of Relevance are covering the main aspects of search query relevancy – and they are much easier for optimization (product listing title and description-related long-tail key phrases related to description itself, as well as product brand, its description, size or dimensions, quantity, and bullet points – every section rich with top-relevant keywords).
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