In this article we will be explaining the importance of SEO optimization for selling on Amazon to grow your business and achieve success for your company on Amazon.
If we talk about retail, it seems that Google is losing the battle against Amazon. The Giant has succumbed to the monster that is Bezos and Amazon. More and more consumers prefer Amazon’s search engine to make online purchases.
Google SERPs are no longer a platform that encompasses everything that exists on the internet. Yes, the era of specialized search engines has arrived, and Amazon’s controls the online shopping sphere. But what does this mean for e-commerce?
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Amazon Search vs Google Search
With the emergence of Amazon into the Game of Thrones of global e-commerce, online businesses that sell products have a new way to reach their potential customers. Now, in addition to ranking on Google, they will have to generate content to rank effectively on Amazon.
It seems the logical step to follow, taking into account that more and more Internet users move from Google to make their purchases, and even from the official websites of their favorite brands.
There are surveys that say 90% of American consumers use the Amazon search engine to find out about the products they want to buy. They may end up shopping elsewhere, but they originally go through Amazon to find the products.
Why would someone look for a product outside its official website and then go buy it on the site? The main reason for this trend is simple: it is more convenient to browse Amazon. Not only do you get a summary and specific product information, you can also compare the desired product with other similar offers, and get opinions from other buyers.
You find this effect in super markets: it is much more motivating to fill the shopping basket in the same place, instead of having to go here and there in search of fruit, meat, bread, etc.
What about small businesses?
When Bezos started lining up and Amazon started becoming relevant in the mainstream, retailers started shaking. Small businesses that sought shelter on Amazon, started growing at alarming rates, often times faster than these mainstream retailers.
How could they not grow? Just look at the data in the UK, where eight out of ten Brits had shopped at least once on Amazon (which is continuing to increase).
The best thing is that they buy everything from Amazon: electronics, toys, jewelry, bookstores/ Something similar is happening in France, where Amazon plays a tenth of its world market.
It is clear that Bezos’s company leads the sector. Amazon realizes that they need small and medium-sized companies to stay in a leading position. The symbiosis between SMEs and Amazon is perfect. However, high levels of competition on Amazon between sellers has begun to occur.
Amazon SEO Techniques
As much as Amazon is emerging as the preferred option among consumers when looking for products of all kinds, it can still be a challenge to get your products seen on the platform. Taking advantage of the potential traffic offered by the Amazon search engine seems complicated for some.
It may be because the search engine on Amazon is just as much of a black box as Google. This may be why many sellers opt for hiring an Amazon SEO consultant to do this work for them.
Here are some quick tips on how to increase your product listings’ visibility on Amazon:
Great product descriptions and bullet points
One of the priorities of optimization for Amazon is to make it clear what the product offers. Amazon’s algorithm loves robust, richly detailed descriptions that have quality images and contain a proper title.
It sounds a lot like the minimum optimization guidelines for the Google search engine, but we are talking about the basics. To get top positions in Amazon SERPs, you have to try a little harder than just good content: you have to keep your customers happy.
Users are the ones who will leave comments and ratings on the product, variables that can ruin or boost your rankings directly.
Build a relationship with your customers
The customer is always right (and so is Amazon). Offering competitive prices helps a lot, as well as attending to all the complaints and queries of the users. Loyalty is one of the keys to get higher conversion rates, positive reviews and of course, overall sales.
worth so much effort? Absolutely, yes. Remember, both conversion rates and reviews have a huge impact on rankings on Amazon SERPs. If you know anything about website SEO; compare reviews and sales on Amazon like backlinks, the fuel that drives the product listing upwards.
In this sense, it is more than recommended to ‘spy’ on direct competitors to see the level of competition for your niche. If they sell more than you, they will position better than you.
The question is, what are they doing so that your potential clients abandon you for them? Spending time on research is just as important as offering good prices and getting good reviews.
Clear images for selling on Amazon
Earlier we referred to the most basic optimization measures, such as choosing a good image. It is understood as ‘good’, an image that allows users to zoom in without losing quality. Amazon users want to be fully informed; that includes being able to view the product in great detail.
The subject of quality images goes far beyond customer satisfaction, it can impact rankings directly too. Amazon is very picky about this matter and ‘recommends’ that you upload several photos for the same product, with a white background and a quality of no less than 1280px.
The importance of keyword research
Similarly to SEO on websites, keyword research is an important step. There are plenty of tools on the market to help with this such as Helium10 and Jungle Scout (however these can be pricey).
SEO optimization for Amazon should start with the title. As with Google, it is one of the most important elements. Although at Amazon you don’t have to worry too much looking to avoid duplicate titles.
Benefits of SEO services in Canada
SEO services in Canada are quite beneficial in such a modern technical world where competition is at a high level.
It is important to include the most important keywords in the title. Keywords which are very relevant to the product and are likely to lead to high conversion rates.
Amazon’s ranking algorithm is a lot more “crude” than Google’s. Once a keyword is introduced to either the title, description or bullets, the product listing will rank for that keyword everytime.
This is why it is important to be picky with keywords – low conversion rates will negatively impact rankings for all of your keywords.
To round up, using Amazon to sell your products is a great opportunity to reach many more customers. Amazon uses a ranking algorithm similar to all other search engines which require different forms of SEO techniques to rank effectively on. Make sure you aim to increase positive reviews, write optimized listings, and provide good quality images.