I’ve written plenty of content about the importance of Amazon SEO and all the different components you need to focus on, but sometimes it helps to have a little checklist to refer to. The crux of the message can get lost over time, so l’ve compiled a list of what we think are the most important points to follow when it comes to Amazon SEO and keyword research for Amazon sellers.
1. Target Your SEO to Your Audience
It’s easy to think of SEO as having a one-size-fits-all feel, but different search engines demand different things. What works for Google may not necessarily be in the same order as for Amazon, so remember when you’re working on your SEO as an Amazon seller to target that specific audience. The biggest difference is that with Amazon, you have to be far more detailed than you would on Google.
2. Know What Your Amazon Audience is Searching For
Putting together a list of general keywords is easy; it involves things like ‘books’, ‘DVDs’, ‘clothing’, ‘Kindle’, and the like. In other words, it’s the broadest definition of the type of product you’re selling. And it’s also what’s going to water down your SEO ranking because all your competitors will be doing the same. Instead, come up with tiers of keywords based on your research that narrow down the scope, like ‘Kindle Fire HD’, ‘Blu-Ray’, ‘men’s hoodies’ and ‘first edition books’.
3. Adhere to Amazon’s SEO Structure
Editors Note: Refer to Amazon’s , Optimize Listings for Search and Browse policy page. Particularly, “Don’t provide inaccurate, misleading, or irrelevant information such as competitor product, brand or author name, wrong gender, etc. Providing misleading or irrelevant information is against Amazon policy; your listing will be removed and your account will be suspended . Moreover, your product might end up in a wrong browse node and your sales might get affected.”
Amazon has a very specific way they want their sellers to input information for their own search engine, and you’d do very well to follow it to the letter. In a way, it’s easier than formulating your SEO for Google because Amazon’s already done their own research. They want certain types of words and phrases that’ll result in conversions because their main aim is to sell products, so give them what they want. Having said that, it’s important to remember to…
4. Write Compelling, Unique Copy
Once you’ve filled in the first part of things on Amazon — the formulaic part — it’s time to get a little creative. Remember, your top goal is to convert hits into sales, so write the kind of copy that will do that. If you’re feeling stuck, tell your buyers how the product will work for them rather than simply describing it. Put the product in the consumer’s life and soon, it really will be there.
5. Fill in as Much Information as Possible
There’s no reason why any of the information fields should be blank — ever. If a manufacturer made it, then the information is out there. And if you made it, then you already know all the information. Empty fields means a risk of shoppers accidentally skipping over your listing because you haven’t told them you’ve got what they’re looking for.
6. Differentiate Between Keywords and Long Tail Keywords
The only thing you have to remember here are long tail keywords are a string of three or more keywords. That’s at its simplest, though. If you need motivation on why they’re so important, keep in mind that they make up almost three-quarters of searches online. And the more searches you have, the better your odds of converting.
7. Tailor Your Keywords According to Competitiveness
In this instance, we’re not talking about the sellers you’re competing with — or at least, not directly. Instead, keywords are competing against one another out there and your job is to break away from the pack a little bit. The best case scenario is hitting upon keywords that are high in search volume and low in competition and finding them is a bit like practising your basketball skills until you can sink more shots than not. It takes mostly patience and persistence in uncovering them, and also a bit of luck. Speaking of competition…
8. Ignore Your Competitors
In the case of Amazon SEO, it’s best to put on a pair of blinders and forge ahead. No two Amazon sellers are exactly alike and measuring yourself by another’s standards isn’t the best way to go. Of course, you want to be generally in the know about what your competitors are doing, particularly on price, but it’s a far better idea to spend that time developing your own SEO strategies.
9. Be Consistent
The key is to strike that nice balance between getting the formula down and still being unique and creative. As we mentioned before in previous points, Amazon has their own way of designing their search engine and what information ranks highest, but you want to temper that with good copy. At the end of the day, don’t stray too far in one direction or another and use essentially the same approach. For example, your product titles should always have the same order of keywords, regardless of the variation; in the product description, you can make the product come alive.
Phew, seems like a lot, eh? Don’t let yourself feel bogged down or overwhelmed. Use what time you have productively and put some effort daily into your SEO. To make your listings even more visible, it’s crucial you have the right repricing software in use to keep your prices competitive—and there’s no quicker way to charge up the search results than to have your prices adjusting 24/7.
A version of this article first appeared on the RepricerExpress website.
As an ecommerceChris reader you can save time and increase your profits right now. By using the promo code “CHRIS10”, you can enjoy 15 days of RepricerExpress Amazon repricing for free (no credit card required), then get a 10% discount on your first month’s subscription. (EcommerceChris is not affiliated with nor endorses this product.)
Chris Dunne is a huge football fan, craft beer lover and marketing executive at RepricerExpress, Amazon repricing software.