Your team and you have created an outstanding product. It is able to solve problems. It is also very intuitive and unique. It will certainly make life better for anyone that uses it.
However, when people do a search for this type of product, your solution that you have produced is somehow buried beneath the results, right under the inferior imposters that have created something similar. This can be a very demoralizing feeling. You will feel as if the process is absolutely unfair. But in this article - what I'm going to show you is exactly what you need to do to fix it!
The Reasons That You Need Amazon SEO
Amazon is literally the largest retailer in the world and is quickly becoming a keyword search beast that is beyond compare. Consumers that would buy your products are literally hiding in plain sight.
Think about this:
During the years of 2015 through 2018, Jumpshot indicated that there are more consumers searching for products initially on Amazon before they ever go to Google. Adeptmind also reported that domestic internet shoppers, roughly 47% of them, search on Amazon for products, compared to just 35% on Google. Online domestic shoppers, over 40% of them, not only searched for but also PURCHASED on Amazon according to Salsify. Only 28% of these consumers actually use Google to look for product reviews, but then they purchased those products on Amazon. This is why you absolutely need a powerful SEO strategy for Amazon. Pronto!
So where do you begin?
This is something that you do not need to worry about because we have you covered. Starting with your keyword research, and then moving to your optimization hacks and product listing, our Amazon SEO strategy is now going to be presented to you here!
Amazon Keyword Research: How To Use Free Tools to Find the Right Targets
When you do a standard SEO campaign, you must begin with keyword research and select the best keyword phrases. Although there are quite a few premium tools on the market today, you really don't NEED to use them. You could actually utilize up to five alternative strategies that will mimic SaaS when doing Amazon keyword research.
Amazon Search Autocomplete
The autocomplete function, courtesy of Amazon search box, is very easy to use as well as overlook. When we do digital marketing, most of us try to implement some type of complicated strategy simply because it seems “too good to be true" something simple will work. Autocomplete is actually a great place to get keyword phrases. Using this Amazon search box, you can do your keyword research here at what many people considered to be one of the best places to start. When consumers use Amazon Autocomplete, they are doing so to find what they want to purchase. For marketers, this is an excellent place to get dynamic keywords. You will need to install what is called Keywords Everywhere directly on your browser to properly utilize the autocomplete function.
Keywords Everywhere will show you quite a bit of data including competitive data and CPC stats. You will be inundated with potent stats that you can use. When you are able to view volume stats and CPC information on the drop-down menu, you are getting access to Amazon suggested keyword terms.
Soovle – An Amazon Keyword Tool That You May Not Know About
When I discuss using Soovle, people often think that I am using some new cooking method. There are many old-school researchers that look for keyword tools that know about Soovle, yet it is often overlooked even by them.
Soovle also uses the autocomplete function, yet it derives this information from over 15 search engines. These are platform such as Yahoo, Walmart, Overstock, Bing, Google, and Amazon.
By combining Keywords Everywhere and Soovle together, you will obtain volumes of keywords that will be the fruit of your labor.
Uncover Keywords While Hovering With Amazon Quick View
This might sound like a hit TV show at first glance but there are many benefits to using Amazon Quick View by installing it on your browser.
This is a chrome extension, which is the only way that Amazon Quick View will work. The Amazon product research will be performed by AMZScout. If you want to get this tool, you can get that here.
AQV, as it is often referred to, allows you to have immediate access to the most relevant search data. The AQV display can be activated when you hover over a product. You will see a small window that will open, displaying related keywords.
Amazon SEO: The Best Way For Helping Customers Find You to Make a Purchase
You should know that Amazon SEO really doesn't differ that much from SEO used by Bing, Google, or the other available search engines.
When you use this search function, there are a specific number of fields when you are listing your product where you can add relevant keyword phrases. Amazon does not limit the number of characters that you can use. Your description and title need to be inspirational, motivating the searcher to take action. Strategies may change over time when doing Amazon SEO, because it will lead people to products that are ever changing while websites tend to be a bit more static.
These are the 3 most vital areas to focus upon if you want to find success with Amazon SEO.
Your Product Title
Very similar to SEO, the title for your product needs to be very relevant, serving as a ranking signal for SEO on Amazon. Depending upon your category, the title tag will vary in length, but here is a quick overview of the order of items to include with your title by priority.
Your Brand Name
The Top Feature
The Key Ingredient
The Model Number
It's Overall Size
The Package Count
The Main Color
You should use the Amazon Product Page Style Guides as a reference for doing this.
If you have done professional SEO for quite some time on Google, you will probably laugh when you realize that backend keyword tagging is allowed for products.
Essentially, this is a throwback to 1999 SEO, people!
Although you are limited to right around 250 characters, Amazon is going to recommend that you utilize every single one. This is different from meta keyword fields that we are all accustomed to, and that we typically ignore. Amazon's backend keywords are certainly unique for the following reasons:
You cannot improve keyword density by repeating keywords
You cannot use a comma separated list
You are not allowed to use multi-word phrases
It is possible, however, to use plurals, synonyms, and the names of other brands for your particular niche if you want to get the upper hand on your competition.
Amazon is designed to deliver results for products, something that we have mentioned before. This is why your brand name is particularly important on Amazon, something that is not that important when trying to rank on the search engines.
When optimizing for success, for every product that you do, make sure your brand name listed on Amazon is properly spelled. It is simply good practice to do so. This will allow Amazon to associate each product that you are listing, and that you want to sell, with similar products made by the same company which will inevitably increase your overall exposure when people are doing brand filtered results.
Amazon Content Optimization: Ways To Convert Your Customers With Style
You will eventually determine what customers are going to be searching for on Amazon. You will also properly optimize all of your product titles so that they will be relevant when people do searches. From this point, your goal is to convert searchers into customers. You can learn more on how to properly optimize all of your content that is included with each of your Amazon listings.
The Importance Of Using Bullet Points
If you haven't been doing regular SEO for quite some time, you might believe that bullet points will have all of the benefits that you typically find when using H tags. For those using Amazon, they actually do index bullet point content, which is why you should optimize your bullet points to drive up clicks and improve your overall relevance in these search results.
It is ideal to use a single keyword phrase in each of the bullet points that you have. It is important to not be spamming, as it will likely cause your potential customers to not consider buying your products.
There are a couple different types of product descriptions on Amazon: this includes regular product descriptions and what is called Enhanced Brand Content. In regard to traditional search engines, both types of content will be indexed, but when you are focused on Amazon SEO, it is important to primarily focus upon your regular description.
In short: for your enhanced brand information, allow your copywriter to work on this while you are busily optimizing your regular descriptions. You need to do keyword optimization on both of these, making it a priority to be as visible as possible with your regular description on Amazon.
Final Steps For Dominating Amazon SEO
We have addressed several areas in this blog post regarding what SEO professionals can do to leverage, as well as optimize, their Amazon product listings for keyword searches. When done effectively and efficiently, your work at optimizing your listings can be done without using any of the premium keyword tools that are available.
By using Keywords Everywhere, you can leverage one of three tactics when doing keyword research.
You can accomplish keyword insertions in the brand field, backend keywords, and product title, making your listings much more relevant for every query done by the searcher. By implementing strategic keyword insertions for content optimization in the product description you will get better results, especially when utilizing an expert copywriter when you are also doing Enhanced Brand Content.
Keep in mind that, even though you have focused on optimizing everything, this is not a permanent solution for being successful on Amazon.
Although it is important to have a well optimized page, competitive pricing is also important, along with having quality images, lots of reviews, and good conversion rates. Even those that are very skillful with implementing SEO will not be able to easily overcome any of the obstacles to success that have been listed above, but by utilizing these simple tips, it will increase your chances of ranking as high as possible on Amazon.