Before anything else, let’s face it – Amazon SEO taken at scale may seem much like the traditional concept of the search optimization by the major engines like Google itself. Nevertheless, ecommerce optimization has its individual peculiarities, and it’s very important to clearly understand what acts nearly the same way, and which ranking factors have got their own unique features. So, keeping in mind that Amazon SEO is mainly opposed to the original average SEO strategy just by its buying intention, let’s run through the main aspects of product listing optimization and clearly indicate the primary ranking factors over there.
Amazon SEO is revolving around two main ranking elements – factors of relevance and factors of performance. Relevance Factors – are generally meant to show how well a particular product on sale is matching the search query commonly used by the live shoppers looking for what they need. In fact, all factors of relevance are measured by the main pick of the targeted keywords (with long-tail search requests), as well as their positioning in your product listing (product title, description, list of bullet points, etc.). Performance Factors – are covering the key metrics like Click-Through and Conversion Rates, backed with the overall sales progress taken at scale. Put simply, Amazon SEO is betting on the factors of performance to show how well the product has been sold to the customers so far.
Considering that products offered for sale on that really crowded marketplace can be found only by a specific keyword query, running an in-depth keyword research is the first thing to be done with Amazon SEO. It means that choosing the right pool of the main target keywords with long-tail search terms, as well as their most preferable location is the initial challenge to be met over there. I personally recommend using one of these use-proven online software tools (like Sonar, Keyword Inspector, Jungle Scout) to make things much easier, at least those related exactly to the keyword research. That way, you will not only get a big picture of all relevant terms, but receive valuable practical suggestions and keyword insight on the current trends in the live product search by Amazon shoppers.
Remember, when it comes to Amazon SEO every keyword location does matter. It means that choosing the right placement for your huge list of potentially winning keywords and long-tail search terms will always be considered among the ranking factors of top importance. That’s why you will need to prioritize your target keywords by relevance and frequency of everyday usage. Once again – the things can be much easier for you when assisted by a reliable online helper. And here are some basic suggestions about product listing optimization by every section:
Product Title – is recommended to bear the most relevant and potentially winning keywords and long-tail search terms to be placed closer to the beginning in order of their importance.
Bullet Points – are good for including your long-tail keywords to describe the main benefits of the product, as well as ingredients, materials, elements of daily usage, maintenance, etc.
Product Description – should also rely on long-tail keywords backed with persuasive ideas and reasonable, supportive information to help you evolve more potential clients into the real buyers.
Backend Terms – given that they will never be seen by the live shoppers, it’s a great place to carry the rest of your remaining target long-tail keywords.