Many people don’t even realize that Amazon is a search engine. However, with 54% of all product searches, Amazon has placed itself as a prominent search engine only surpassed by Google, considering that YouTube is now part of Google.
Amazon is the most dominant e-commerce site on the planet with 47% of all online sales and 5% of retail sales worldwide. There are over half a billion products listed on Amazon and 67% of clicks on Amazon’s website are done on Amazon’s first search page results.
Therefore, despite most people only thinking of Google when speaking of Search Engine Optimization (SEO), it is crucial that we consider SEO on Amazon. The approach for good eCommerce SEO strategies by the two different search engines have differences and similarities.
Pertaining to SEO, Google and Amazon have quite different algorithm models. Google asks: “What results most accurately answer the searcher’s query?” while Amazon asks: “What product is the searcher most likely to buy?”
The two questions above help us understand what the algorithms for the two sites seek to optimize. Google’s algorithm seeks to understand the subtle differences of human language, whereas Amazon’s algorithm seeks to only understand searches enough to list products according to their propensity to sell.
Amazon’s Algorithm and How to Optimize Ecommerce Content
It is puzzling how despite Amazon being the most prominent e-commerce search engine on the planet, most people have never heard of Amazon’s A9 algorithm. The main reason is that Amazon is not focused on becoming a large search engine is because they are not in the search business.
Amazon’s business model is designed to sell as many products as possible through the online platform. Therefore, their A9 algorithm is designed with ‘Sales Velocity’ as its main ingredient.
Sales velocity is the speed and volume at which products sell on Amazon. Although Amazon’s SEO involves what is termed as ‘direct’ and ‘indirect’ ranking factors, they are all linked to sales velocity in some form.
Amazon’s Ranking Pillars Compared To Google’s
When looking at the other massive search engine, it is clear that Google’s ranking pillars are based on optimizing a website to drive click through on the SERP (Search Engine Results Page). Therefore, Google’s ranking pillars are based more on technology, relevance, and authority of a website.
On the contrary, Amazon’s ranking pillars are all about driving revenue through sales velocity. Therefore, their core pillars are devoted more to Conversion Rate, Keyword Relevance, and Customer Satisfaction.
With this in mind, we shall look at these pillars and at the end you should have a better idea of what to do to improve your chances of ranking on Amazon’s highly desired first page.
Amazon’s conversion rates are crucial as they decide where your product will rank. Conversion rates tell Amazon’s algorithm which products are most likely to quickly sell high volumes.
To increase conversion rates one of the things you should consider is to optimize the pricing of your product. When adding a new product on Amazon, cheaper pricing is bound to take you higher on the ranking results. You can use repricing software to automate pricing adjustments according to the competition and still maintain your margins.
You can also increase your conversion rate by creating enticing product listings. Creating appetizing listings takes time. Be sure to not just create them and then forget. You will want to regularly update them to make them as captivating as possible and fresh in Amazon’s eyes.
Utilizing more user friendly titles is also another way to increase your conversion rate. You should include keywords in your title that you would like your product to populate for. Be sure to also put enough information about the product in the title to attract clicks (but don’t overdo it!).
Using bullet points to highlight the best features of your listings can also increase your conversion rate. By reviewing trending questions about your product and answering them in your bullet points may also help reduce the purchase cycle time table and increase your sales.
A well-constructed product description can have a significant impact on conversion rates. Taking the time to produce well structured, keyword driven content for a portion of your best-selling products is a great way to create a visually engaging description that will also help your rankings inside of Amazon.
Images are incredibly powerful when it comes to increasing conversions. You can use Amazon A/B testing tools to test different image versions and find out which has a higher conversion rate.
Amazon’s sponsored ads can also be a great conversion tool. While Google does not change its rankings based on ad spend and conversions, Amazon’s algorithm may boost items in organic searches that do well when they are sponsored.
Directing external traffic from social media, email campaigns, and other sources may lead to an increase in conversion rates on your Amazon products.
As one of Amazon’s A9 algorithm core pillars, your rankings weigh heavily on keyword relevance. Every keyword in your Amazon listing will affect your rankings, so it’s crucial to use them strategically.
You should use the most important keywords at the beginning of your title. You should also use long-tailed keywords in your bullet points and descriptions.
Use your back-end terms wisely and don’t repeat keywords or “keyword stuff” your product description or title. If you have incorporated a keyword once in your listing, don’t repeat it in your backend search terms.
Amazon’s mission statement includes the phrase ‘to be the Earth’s most customer-centric company.’ Their focus on customer satisfaction is what powers their amazing customer retention rates. So obviously, customer satisfaction metrics are crucial to selling on Amazon.
With customer satisfaction being one of the main pillars for Amazon’s algorithm, your account health metrics is the backbone of your success as an Amazon merchant. Poor account health could mean poor rankings at best and account suspension at worst.
Customer reviews are also crucial in this regard. They help drive both conversion rate and keyword relevance.
As an eCommerce product provider, it is crucial that you understand how Amazon operates and optimize accordingly for Amazon’s ranking factors. It could be the difference between success and failure as a seller on Amazon.
Interested in optimizing your eCommerce site or Amazon platform? Give us a call today at (800) 724-0252.