{"id":12564,"date":"2019-02-26T10:04:14","date_gmt":"2019-02-26T10:04:14","guid":{"rendered":"http:\/\/www.repricerexpress.com\/?p=12564"},"modified":"2020-09-24T12:23:35","modified_gmt":"2020-09-24T11:23:35","slug":"amazon-seo-101","status":"publish","type":"post","link":"https:\/\/www.repricerexpress.com\/amazon-seo-101\/","title":{"rendered":"Amazon SEO: How to Rank Higher on Amazon"},"content":{"rendered":"<p><em>Guest post by <a href=\"https:\/\/jordiob.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jordi Ord\u00f3\u00f1ez<\/a>, Independent Ecommerce Consultant<\/em><\/p>\n<p><strong>Ranking higher on Amazon is key to your sales on the marketplace. If your potential customers don\u2019t see your listings, they won\u2019t ever click on them. This Amazon SEO 101 guide, you help you to rank higher on Amazon and boost your sales.<\/strong><\/p>\n<p>On Amazon, visibility is key. If your potential customers don\u2019t get to see your listings on their search results, they\u2019ll never consider your products a purchase option. But how can you improve your rankings on Amazon? The answer, Amazon SEO.<\/p>\n<p>Yes, I know what you\u2019re thinking. Doesn\u2019t Amazon SEO work similarly to Google SEO? I\u2019m afraid not. Amazon SEO has some specificities that set it apart from traditional SEO, the one that you\u2019re probably more familiar with.<\/p>\n<p>Today, I\u2019m going to show you how Amazon SEO works and how you can make the most of it to improve your rankings on Amazon. The techniques discussed are not difficult to understand or apply \u2014 you just need to know what to do.<\/p>\n<h2>What&#8217;s Different on Amazon SEO?<\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-12505\" src=\"https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2019\/01\/question.jpg\" alt=\"\" width=\"880\" height=\"587\" \/><\/p>\n<p>If you have an online shop or you&#8217;re used to dealing with traditional SEO (Google), you\u2019re probably familiar with some concepts.<\/p>\n<p>Notions like link building, technical SEO, black hat SEO or informational keywords might ring a bell. You\u2019re also likely to know that people might have varied search intentions when looking up a keyword or a topic on Google.<\/p>\n<p>But on Amazon SEO, things are simpler and get straight to the point. On Amazon, everyone\u2019s searches have one purpose \u2014 shopping. Nobody goes to Amazon to gather information about a general topic or to compare different products that solve a single need.<\/p>\n<p>People searching on Amazon already know what they\u2019re looking for and simply get there to compare different purchasing options in order to pick up the best deal. This is important because it makes Amazon SEO a lot easier.<\/p>\n<p>So, what\u2019s different on Amazon SEO?<\/p>\n<p>Let\u2019s compare both Google and Amazon SEO\u2019s main items to spot the differences.<\/p>\n<h3>1. Type of Search<\/h3>\n<p>On Google, people might have varied search intentions. Even when they\u2019re looking for products to buy, they start looking for broad information before it gets progressively narrower to the point of choosing one single purchasing option.<\/p>\n<p>This is why when it comes to Google SEO, we usually talk about three types of searches:<\/p>\n<ol>\n<li><strong>Informational searches<\/strong>: Users looking for general information about how to solve a particular need or about a particular product category.<\/li>\n<li><strong>Navigational or brand searches<\/strong>: Users looking for more concrete information about the different manufacturing and retailing brands available for that product category.<\/li>\n<li><strong>Transactional searches<\/strong>: Users who have already decided what they want to buy and look for places to complete their purchase, both online and offline.<\/li>\n<\/ol>\n<p>In each one of these types of searches, there are different types of keywords involved.<\/p>\n<p>In other words, people who look for general information about a product category don\u2019t look up the same keywords as people who already know which type of product and brand they\u2019re going to buy.<\/p>\n<p>But, as mentioned before, on Amazon everyone already knows what they\u2019re looking for.<\/p>\n<p>So, on Amazon SEO, only brand and transactional searches are relevant.\u00a0 People look for specific brands or products to buy \u2014 any informational searches are made beforehand outside the marketplace.<\/p>\n<h3>2. SEO Techniques<\/h3>\n<p>To achieve results on Google, any SEO professional must work on three\u00a0types of techniques:<\/p>\n<ul>\n<li><strong>Contents<\/strong><\/li>\n<li><strong>Technical SEO<\/strong><\/li>\n<li><strong>Link building<\/strong><\/li>\n<\/ul>\n<p>And depending on how \u201cclean\u201d the way they work, their SEO practices will fall on one of these three SEO categories.<\/p>\n<ul>\n<li><a href=\"https:\/\/backlinko.com\/white-hat-seo\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>White hat SEO<\/strong><\/a><\/li>\n<li><strong>Grey hat SEO<\/strong><\/li>\n<li><strong>Black hat SEO<\/strong><\/li>\n<\/ul>\n<p>You can tell that\u2019s a lot of work.<\/p>\n<p>Good news is, on Amazon you don\u2019t need all of that \u2013 just a small portion.<\/p>\n<p>That&#8217;s because, on Amazon, some techniques like link building do not make sense, because everything happens on the site. There cannot be backlinks from external websites pointing to your listings, so there\u2019s no way to develop a link building strategy on Amazon.<\/p>\n<p>Same happens with technical SEO. Since Amazon is not your website and you\u2019re not its webmaster, you don\u2019t have access to any of the parameters involved in technical SEO. So, there\u2019s literally nothing you can do in this regard to improve your listings\u2019 rankings.<\/p>\n<p>There is only one thing you have control over on Amazon: content. You are fully responsible for the quality of your listings\u2019 content, as well as their pricing, their sales and their client reviews. All this does have an impact on your Amazon rankings.<\/p>\n<p>Therefore, content is primarily what you need to work on when you\u2019re on Amazon.<\/p>\n<p>On the other hand, when we talk about \u201cblack hat SEO\u201d on Amazon, we talk about something that has nothing to do with black hat traditional SEO. On Amazon, there are usually dirty play techniques by competitors involved, who try to tamper things to improve their own listings or penalise your rankings.<\/p>\n<h3>3. Type of keywords<\/h3>\n<p>You probably know that, on Google SEO, keywords can be head-tail or long-tail keywords.<\/p>\n<p>The former usually are likely to bring you more sales but also have a lot of competition. The latter is more specific, have less competition and a lower search volume, but all your long-tail keywords combined may end up bringing you approximately the same traffic and revenue than head tails.<\/p>\n<p>Well, not on Amazon. Here head tail\u2019s work much better. So, just focus on them.<\/p>\n<p>What should my SEO strategy on Amazon be taking into account?<\/p>\n<p>Here is what you should be focusing on:<\/p>\n<ul>\n<li><strong>Changes on A9\/<\/strong>(<a href=\"https:\/\/www.feedbackexpress.com\/what-is-amazons-a10-algorithm\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon\u2019s A10 algorithm<\/a>), mainly modifications on listings weighting by query.<\/li>\n<li><strong>Amazon\u2019s Terms of Service: <\/strong>It might sound weird, but let\u2019s not forget that Amazon is a commercial site. So your contents should always comply with its <a href=\"https:\/\/sellercentral.amazon.com\/gp\/help\/external\/200386250\" target=\"_blank\" rel=\"noopener noreferrer\">ToS<\/a>, otherwise, they\u2019ll be penalized.<\/li>\n<li><strong>Amazon PPC\/External PPC<\/strong>: You should support your Amazon SEO strategy with Amazon and external PPC, especially right when you start as an Amazon seller.<\/li>\n<\/ul>\n<p>And always have in mind that nobody knows what might happen tomorrow. Amazon can make changes on its algorithm one day to the next without any warning, or even launch a white label brand competing on your product category at any time.<\/p>\n<h2>What will help me rank higher on Amazon?<\/h2>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-12400\" src=\"https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2018\/12\/price-upwards.jpg\" alt=\"\" width=\"880\" height=\"587\" srcset=\"https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2018\/12\/price-upwards.jpg 880w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2018\/12\/price-upwards-300x200.jpg 300w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2018\/12\/price-upwards-768x512.jpg 768w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2018\/12\/price-upwards-200x133.jpg 200w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2018\/12\/price-upwards-400x267.jpg 400w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2018\/12\/price-upwards-600x400.jpg 600w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2018\/12\/price-upwards-800x534.jpg 800w\" sizes=\"(max-width: 880px) 100vw, 880px\" \/><\/p>\n<p>There are many things you can do to improve your listings\u2019 rankings. But what Amazon\u2019s algorithm A9\/A10 will take into account the most is the following:<\/p>\n<ul>\n<li><strong>Sales history<\/strong>: the more you sell, the better your rankings. Accumulated sales history is definitely a key ranking factor.<\/li>\n<li><strong>ASIN reviews and merchant history<\/strong>: if your product and you as a merchant have a history of good reviews, that will help you rank higher.<\/li>\n<li><strong>Reviews average score<\/strong>: of course, the higher the average score, the better.<\/li>\n<li><strong>Pricing and fulfilment:<\/strong> Amazon prioritises listings sold and sent by Amazon (Vendor Program) and third-party sellers using FBA.<\/li>\n<li><strong>Stock\/product availability<\/strong>: That is a super important ranking factor. You need to have your product in stock. The opposite will make your rankings sink.<\/li>\n<\/ul>\n<p>When you start up, you don\u2019t have a lot of time or resources. So, make sure you first focus on these tasks. The rest will come later on.<\/p>\n<h2>How do I get Amazon to rank my listings?<\/h2>\n<p>You have all your listings set up and you\u2019re ready to go. So here\u2019s how Amazon\u2019s ranking process unfolds:<\/p>\n<ul>\n<li><strong>You create and publish a listing, which is sent for validation.<\/strong><\/li>\n<li><strong>Amazon indexes your content<\/strong> according to keywords extracted by Amazon from the content itself and by keywords selected by you. You can check out which keywords are those manually or using specific tools such as <u><a href=\"https:\/\/jordiob.com\/amazon-tools\/helium-10\/\" target=\"_blank\" rel=\"noopener noreferrer\">5K Checker of Helium 10.<\/a><\/u><\/li>\n<li><strong>The listing gets ranked and should start getting sales.<\/strong> Remember that sales history is a key ranking factor, so sales are in your best interest SEO-wise. A quick way to get more sales is by using PPC ads in and outside Amazon.<\/li>\n<li><strong>Amazon Search Shuffle:<\/strong>\u00a0Your listing ranking goes up and down for a while until it stays in a quite stable position. Through sales and reviews, your ranking position gets consolidated.<\/li>\n<li><strong>Fight for the Buy Box:<\/strong> Everyone wants to <a href=\"http:\/\/www.repricerexpress.com\/win-amazon-buy-box\/\">win the Buy Box<\/a>, but not everybody is eligible for it. You\u2019ll have to fight your way to it against Amazon and your competitors. Remember that who gets the Buy Box, gets the main purchase button, so winning it obviously means more sales and reviews.<\/li>\n<li><strong>Your rankings react to your listings\u2019 claims, bad ratings, stockouts<\/strong> and to black hat SEO techniques carried out by your competitors. Beware that if a competitor is trying to take you down using dirty play, you can register your brand and speak directly to Amazon about the problem through Amazon Brand.<\/li>\n<\/ul>\n<p>Now the fun part. I\u2019m telling you this today, but nobody knows what will happen in a minute. Amazon changes the rules of its game all the time as well as <a href=\"https:\/\/www.businessinsider.com\/amazon-price-changes-2018-8?IR=T\" target=\"_blank\" rel=\"noopener noreferrer\">changing its prices millions of times per day<\/a>. So, you need to be absolutely up-to-date on everything.<\/p>\n<h2>How do I create killer listings?<\/h2>\n<p>At this point, you\u2019re probably aware that the listing is the only thing you can control on Amazon \u2013that is, the content. So, you need to do your best job when creating your listings.<\/p>\n<p>This is how you can create killer listings that rank higher on Amazon.<\/p>\n<ul>\n<li><strong> Keyword research<\/strong>: start by doing keyword research that takes into account aspects such as product seasonality, search volumes, profit margins and other customer reviews to third-party listings belonging to the same product category.<\/li>\n<\/ul>\n<p>To do that, you can use a number of cool tools.<\/p>\n<p><strong>Within Amazon<\/strong>, the ones I like the most are:<\/p>\n<ul>\n<li><a href=\"https:\/\/crushtrk.com\/?a=648&amp;c=7&amp;p=r&amp;s1=\" target=\"_blank\" rel=\"noopener noreferrer\">Helium10<\/a><\/li>\n<li>Sellics<\/li>\n<li>Keywordtool.io<\/li>\n<\/ul>\n<p><strong>And outside of Amazon:<\/strong><\/p>\n<ul>\n<li>Google Ads Keyword Planner<\/li>\n<li>Ahrefs<\/li>\n<li>Sistrix<\/li>\n<li><a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEMRush<\/a><\/li>\n<\/ul>\n<p>Define if you are going to have a standard listing page or if it\u2019s going to be an <a href=\"http:\/\/www.repricerexpress.com\/how-to-create-amazon-a-plus-content\/\">A+ Content<\/a>. When you\u2019ve cleared that out, you\u2019ll have to work particularly well on this:<\/p>\n<ol>\n<li>Product description.<\/li>\n<li>Bullet points (or short product description).<\/li>\n<li>Product specs.<\/li>\n<li>Images, photos and videos.<\/li>\n<li>Keywords and platinum keywords (the latter just in case that you are a bestseller of a specific product).<\/li>\n<li>Regular content updates based on customers feedback \u2013 through reviews or users questions or in case there are any changes in the product specs (change in measurements, manufacturing materials, etc.).<\/li>\n<\/ol>\n<p>Once these two general topics are sorted out, it\u2019s time to write!<\/p>\n<p><strong>1. Title<\/strong><\/p>\n<ul>\n<li><strong>Length<\/strong>: 250 characters max or about 50 words.<\/li>\n<li>The title must include key benefits of the product, USP (Unique Selling Point) and top keywords.<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/05\/title.png\" alt=\"Product title\" \/><\/p>\n<p><strong>2. Short description<\/strong><\/p>\n<ul>\n<li><strong>Length<\/strong>: 1,000 characters max or about 25 words per bullet point.<\/li>\n<li>You can use <strong>up to five bullet points<\/strong>\u00a0so do so.<\/li>\n<li>Needs to include a rational\/emotional benefit.<\/li>\n<li>Needs to include key features or benefits at the beginning of the listing.<\/li>\n<li>Needs to include any guarantees applicable to your product, e.g. 1-year warranty, free returns, free assembly.<\/li>\n<\/ul>\n<p><strong>3. Long description<\/strong><\/p>\n<ul>\n<li><strong>Length<\/strong>: 2,000 characters max including spaces.<\/li>\n<li>Use short and concise sentences, about 15-25 words max per sentence.<\/li>\n<li>Use the main and secondary keywords in your product description.<\/li>\n<li>No keyword stuffing, please \u2013avoid it at all costs!<\/li>\n<li>Do not repeat phrases you\u2019ve already put on the title.<\/li>\n<li>Include the backend keywords (250 characters including spaces), avoiding exclamation marks on the main keywords.<\/li>\n<li>Technical sheet: each product page has additional fields depending on the product category it belongs to. These fields are very relevant and need to be filled out.<\/li>\n<\/ul>\n<p><strong>4. Images<\/strong><\/p>\n<ul>\n<li>You may add up to nine product images (and you can also add video) to your listings \u2013so do it!<\/li>\n<li>Recommended image resolution is 1000px 1,000px.<\/li>\n<li>The main image should be a packshot (with a white background and no graphics or text).<\/li>\n<li>Show different product angles.<\/li>\n<li>At least one image should show the product inside its original packaging.<\/li>\n<li>Include some images with people using the product.<\/li>\n<li>Include an image with product measurements and a size reference.<\/li>\n<li>In general, the images should show all product benefits and main features.<\/li>\n<\/ul>\n<p>Once the listing is created, validated and starts ranking, there are a few things that will affect your rankings although they\u2019re not directly related to your content, but to your service. These things are:<\/p>\n<p><strong>5. Product evaluation<\/strong><\/p>\n<ul>\n<li>Try to always get five stars.<\/li>\n<li>Identify complaints, talk to your clients and provide them with a satisfactory solution.<\/li>\n<li>Use complaints, thumbs-ups and customer questions to improve your product descriptions. Also, use your reviews, e.g. if a 2-year-old child does not understand a product, it means that this product is for +2-year-old kids.<\/li>\n<li>If you have bad reviews, try to get more good reviews to compensate for the bad ones.<\/li>\n<li>Never lie about your product or the reviews system will destroy you.<\/li>\n<li>If you buy reviews, get a mixed bag: buy a few 3\/5 to balance out the top ones.<\/li>\n<\/ul>\n<p><strong>6. Reviews<\/strong><\/p>\n<ul>\n<li>Try to get at least 15 reviews (and many more if you can).<\/li>\n<li>Always keep your customers informed about their order status.<\/li>\n<li>Add value on each email giving away something related to your product, e.g. if you sell a Vegan Milker, you could include a free vegan drink recipe ebook.<\/li>\n<li>Do not send too many emails or too often.<\/li>\n<li><strong>Tip:<\/strong> Use <a href=\"https:\/\/www.feedbackexpress.com\/amazon-feedback-software-101\/\">Amazon feedback software<\/a> to boost your seller feedback and product reviews.<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/05\/customer-reviews.png\" alt=\"Customer reviews\" \/><\/p>\n<p>This is all you need to <strong>know to get your listings rank higher on Amazon<\/strong>. I wish you the best of luck putting these tips into practice. I\u2019d love to see your business thrive!<\/p>\n<p><strong>Related:\u00a0<\/strong><a href=\"http:\/\/www.repricerexpress.com\/rank-your-products-higher-on-amazon\/\">21 Ways to Rank Your Products Higher on Amazon<\/a><\/p>\n<p><a href=\"https:\/\/dashboard.repricer.com\/register\/do\/repricer?utm_source=rex-blog&amp;utm_medium=referral&amp;utm_campaign=rex-to-repricer-registration&amp;utm_activity=take-action\"><img decoding=\"async\" class=\"aligncenter wp-image-11085 size-large\" src=\"https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial-768x330.png\" alt=\"Free trial\" width=\"1024\" height=\"440\" srcset=\"https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial-768x330.png 768w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial-300x129.png 300w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial-1024x440.png 1024w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial-200x86.png 200w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial-400x172.png 400w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial-600x258.png 600w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial-800x344.png 800w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial-1200x516.png 1200w, https:\/\/www.repricerexpress.com\/wp-content\/uploads\/2017\/10\/amazon-repricer-free-14-day-trial.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Guest post by Jordi Ord\u00f3\u00f1ez, Independent Ecommerce Consultant Ranking higher on Amazon is key to your sales on the marketplace. If your potential customers don\u2019t see your listings, they won\u2019t ever click on them. This Amazon SEO 101 guide, you help you to rank higher on Amazon and boost your sales. On Amazon, visibility is [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":10973,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,7,9],"tags":[],"class_list":["post-12564","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon","category-fba","category-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Amazon SEO: How to Rank Higher on Amazon<\/title>\n<meta name=\"description\" content=\"Everything your wanted to know about Amazon SEO in one valuable in-depth guide. Start improving your SEO today and watch your Amazon sales soar...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.repricerexpress.com\/amazon-seo-101\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon SEO: How to Rank Higher on Amazon\" \/>\n<meta property=\"og:description\" content=\"Everything your wanted to know about Amazon SEO in one valuable in-depth guide. 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