A Guide to Improving your Rankings on Amazon
Did you know that 55% of online shoppers turn to Amazon to begin product searches? “Amazon has become the reference point for shoppers,” Jason Seeba, head of marketing for BloomReach told Bloomberg Tech. “Shoppers will go to Amazon first to find a product and check prices.” If you are looking for a launching pad for your products that your target audience likes and finds useful, Amazon is it. To get the most from your listings on Amazon, however, you will need to employ some SEO tactics to showcase your products and business.
Knowing the intricacies of how Amazon displays products can be very beneficial to getting your products seen. Search Engine Watch recently posted a guide which includes data on how to maximize your Amazon SEO efforts of which there are a few foundational ranking factors to put into action. Knowing exactly what to focus on when listing your products will get your products in front of more consumers.
Amazon uses data to determine what a user sees after a search query. This data can be:
> Product Pricing
> Search Terms (keywords)
> Range of Selection (colour, models, etc.)
> Product Availability (stock)
> Sales History
> Customer Reviews (star ratings and comments)
> Click volume
There are two main categories the above factors fall into, Performance Factors and Relevance Factors. Performance factors are interesting, because these are what signals Amazon to rank products based on how much money they will make by doing so. Relevance factors are the relevancy the product has after a user search.
The title you choose for your product listings are in fact one of the most important relevance factors. It is where you will place your most valuable keywords, as well as a few other description related search terms to help users find your products on page one and above the fold.
A few essentials to include in your title are:
> Product Brand
> Line of the Product
> Size or Dimensions
Amazon, like Google, does advocate against keyword stuffing, but valuable keywords should be placed in your product title. A good title will influence users to click on your listing. Giving consumers a very clear idea of what the product is will secure a higher CTR. However, a title jam packed with just keywords may have the opposite effect, causing users to shy away from your listing. Keep it clear and concise for the best results.