As a seller on the Amazon marketplace, you probably know a little bit about how advertising on the e-commerce platform works. From Sponsored Products to Prime Day deals, there are a ton of ways to give your brand an extra ‘boost’ and get in front of more consumers. One thing sellers might not realize, however, is that it’s possible to actually maximize your organic listing features without spending unnecessary cash – if you know how to do it right.
What is SEO on Amazon
While Search Engine Optimization (SEO) is primarily used to help companies and brands rank on large search engines like Google, for manufacturers it can work the same way on Amazon, which is essentially a huge search engine for products. On the back-end, Amazon servers read every single product listing to correctly match search results with consumer queries. While paid advertising and listing features may help brands show up in the ‘sponsored’ section of the search results, enhanced listing content can help products rank higher in search results organically.
How to Optimize Your Amazon SEO Strategy
Optimizing your product listings comes down to understanding your consumers and what they’re looking for in your products. There are plenty of thought leaders out there on the subject, but here are a few of the essential elements for any winning Amazon SEO strategy that will help get your team started today:
The most important thing to remember when it comes to building Amazon product listings is specificity. Amazon SEO works mainly off of structured content, meaning it only scans for keywords if they correspond to specific fields. On the back-end of your product listings, make sure you are extremely specific with what search terms you want to rank for. The more keywords you include, the better – it eliminates any chance of missing out on a unique search. A best practice here is to do some research to see what consumers are searching and how they’re phrasing certain keywords so you can be sure you aren’t missing any critical search terms.
This probably doesn’t come as any surprise, but most people make buying decisions on Amazon based off of one thing: the pictures. Without great Amazon product photography, potential buyers will skip right over your listings. Make sure to optimize your listings by following Amazon’s image guidelines, showing multiple product angles, and adding meta-tags on the back-end. A higher product click-through-rate helps you rank higher in Amazon search results, which makes product images so important.
Variations are another way to help boost your Amazon SEO strategy. Having different colors, weights, or size options highlighted in a product listing is part of the product description, and each of these variations tracks as a unique keyword on the back-end. These different variations also help balance out product demand, say if one variation is doing well in search but another is not. With variations, both colors will rank together on Amazon in a single listing.
Product descriptions are essentially a mixture of keywords, images, and consumer choices, but simply formatted in a way that is pleasing to your consumers. Most product descriptions include a sentence or two of keyword-filled information followed by easy-to-read bullet points that go into details on product features and facts. In order to maximize every single product listing, track which descriptions are ranking well in Amazon SEO and which aren’t, and then use these results to set benchmarks.
While optimizing organic listings for SEO is essential, it can take time, patience, and resources. Working with a single third party seller can eliminate this burden all together. Let SupplyKick help build your winning Amazon SEO strategy – learn more today.