How to build an effective Amazon search engine optimization strategy?

In our days Amazon is considered as the largest and the most profitable ecommerce platform with almost 80 million active users. Amazon ranking system is built in such a way to make users purchase all available products on a platform. They try to provide shoppers with the highest quality shopping experience to make them come back for more. With the help of A9 algorithm, Amazon provides users with the most accurate search results based on their personal preferences and search history. In other words, Amazon makes all possible to make it easier for them to make a purchase. 

So, everything we need to do to succeed on Amazon is to optimize your listing according to Amazon ranking guidelines. The three primary aspects that affect product’s rank on Amazon include relevance, conversion rate, and product authority. In this short post, you will find how to build an effective Amazon SEO strategy and improve your product ranking in these three areas. 

Increase the relevance of your product page 

The essential element of Amazon ranking algorithm is to match the relevant products with user’s query. It means that the relevance of your product page will directly affect your product ranking. There are at least seven significant sections of your product listing that you need to take into account:

• Title

Amazon title optimization is much more complicated than on Google. Amazon has its requirements for title optimization as this factor can affect user’s buying decision. It means that if your title is not correctly optimized you will never rank high on Amazon SERP. Here you should not care only about your targeted keywords. You should care more about your title descriptiveness. It is reasonable to write about your product primary characteristics and features, excluding all additional information. It is worth to mention that Amazon has begun to rectify and standardize the title.  

• Bullet points

This listing section is placed right above the title. Here you need to describe key product points, making an accent on its benefits. Bullet points are short sentences that shortly describe a selling item. Reading this information, Amazon shopper should understand whether he needs to buy a product, or not.

• Description

The product description provides the more detailed information than bullets. This field serves to answer all possible user’s questions and help them to make a correct buying decision. It is reasonable to optimize your product description and insert there the most relevant search terms. It will positively affect your product ranking and boost sales. 

• Brand and manufacturer

If you are retailing the branded goods which are well known for people, you need to include manufacturer number in your title. 

• Categories

Amazon search results are displayed according to category range. That is why you need to put goods under the correct category. 

• Search terms

As I mentioned above, there are seven prime categories on Amazon. It is reasonable to include your targeted search terms in each to make your listing visible on Amazon SERP. It is worth to mention that you need to avoid any keyword repetitions as it may negatively affect your listing promotion on Amazon. 

• URLs

Particular attention should be paid to Amazon URLs optimization as it is a perfect way to determine the relevance of the listing and search. A standard URL scheme looks like “keyword = your products + keyword.” You may shorten it using special online software, and finally, drive traffic to it. As a result, Amazon will determine the visitors have searched your products for your target keywords.

Make your listing well-converted

Make your listing well-converted is essential for high Amazon rankings. If you have a high conversion rate, it shows Amazon that users love your products, and most likely your listing will appear on the TOP of Amazon search. The following points should be noted to raise your products conversion rate. 

• Sales

The most effective ranking factor on Amazon is sales. If you have a long and positive sales history, you will rank higher on Amazon SERP. The products with the highest sales always rank on the front Amazon page as they bring more revenue to Amazon. 

• Customer reviews

Another critical factor for Amazon ranking is the number and quality of product reviews. Before making a purchase, users usually check the previous customer reviews to check what other users say about it. You need to generate more organic reviews, especially when submitting a new listing. However, make sure you do not incentivize your customers write positive reviews as it may negatively affect your rankings.  

• Q’A

I don't exactly know how questions and answers section affects product rankings, but it is important when related to listing due to its ability to influence the conversion rate. If there are no clear responses to customers’ questions, they may consider that you are not familiar with the product or that you are too lazy to care about your customers’ requirements. 

• Images

The quality of your product images is also critical for Amazon rankings. You need to provide users with an ability to check each product’s angle. That is why it is preferred that image pixel dimension should be of at least 1000 px or higher. Moreover, make sure you have additional photos of your image to show all required details. 

• Pricing policy

If you are an Amazon retailer, you will most likely take part in a price war. Users tend to purchase the cheapest products on the market. That's why you need to keep your pricing competitive. Besides, it is one of the factors whether a seller can win the Buy Box. 

• Reduce bounce rate

Bounce rate, as well as the time a user spends on your product page, can affect your conversion rate. If the buyer stays a long time on your page, it will positively affect your conversion rate, and Amazon will most likely improve your rank position. That is why you should always track such metrics to be able to rethink your strategy in time.