All too often, people think of SEO being a one size fits all activity. However, different search engines work on different algorithms. So what ranks well on Google, Yahoo or Bing may not work so well on Amazon. The big difference with Amazon is that you need to be much more detailed about your product than you would with the major search engines.
Research and know exactly what you Amazon audience is searching for
It’s fairly easy to put together a list of keywords; It might be as simple as “TVs”, “kids clothing”, “Bluetooth speakers” or “ebooks”. But these are very broad definitions, and going this route will likely dilute your SEO efforts. Why? Your competitors are probably using the same strategy. What you’ll want to do is ensure that your product or brand can be found using very specific keywords. “SuperMega Brand Blu-Ray Player” vs. “Blu-Ray” or “Amazing Farm’s Best Chocolate Milk” vs. “Chocolate Milk” will produce better results.
Amazon has their own SEO structure – use it!
Amazon has specified how they want sellers to put information into the Amazon search engine; be sure you adhere to their rules and regulations! The last thing you want is to have Amazon suspend, or worse yet, ban your account. Amazon is looking for certain words and phrases that will result in conversions, which equal product sales.
Your copy needs to be high quality, unique and compelling!
After you’ve listed your product for sale, grab a cup of coffee, and let the creative juices flow. Along with the product description, you’ll need to write copy that grabs the reader’s attention, have a call to action and result in a sale. Think about your product from the vantage point of a potential customer. What would they want to know about your product? What are the features? How will your product benefit them? What compelling reason would there be for them to make a purchase?
Information – and lots of it – works best on Amazon
When filling out the information about your product, never leave anything blank. There’s a reason Amazon is asking you for as much information as possible – give them what they want! You should list out all the details of any product for sale – including part numbers, warranty information, guarantees, etc. Yes, this can be a tedious task at times, but the sales that will result from doing it right will be the reward.
Keywords vs. Long-tail keywords
This is a very common mistake that Amazon sellers (or anyone in E-commerce, really) make. A keyword can be a single word, like “cat” or a keyword can also be a series of words like “cat odor eliminator ”. You’ll need to do plenty of research to uncover what the keyword and long tail keywords both are to ensure that you have the most effective listing. Remember that these words are what your potential customers will using to search for your product. Don’t rush this process – put in the correct time and effort to get the results you want.
Customize keywords depending on competition
This is where the art of SEO really comes into play. What you want to uncover are keywords and long tail keywords that are high in search volume, but low in competition. If everyone is selling chocolate bars, rather than using the term “chocolate bars” you may find something like “chocolate candy” or “bar of chocolate” have a high search volume, but little competition when you’re bidding on Amazon’s advertising platform. This can be a challenging skill to learn, but once you have practiced it a few times, you’ll get the hang of it and know what to look for.
Ignore – Yes I said Ignore – Your Competitors
When you’re doing SEO on Amazon, it’s best to put have “tunnel vision” and not look around at what everyone else is doing. Why? No two sellers are going to be offering exactly the same product. Their copy and images will be different, pricing might be different, etc. Develop your own tactics and strategies. If you spend all of your time worrying about “what the competition is doing” you’ll run around in circles with little to show for. Focus on your product and on-page SEO. If you doubt this advice, go take a quick look at how many vendors there are for common things like supplements or pet clothing. The market there is bigger than you can imagine.
Consistency = Good
Once you’ve found the balance between all the points above, and your own unique way of doing things, keep it consistent. Amazon has their own particular way of putting together their own search engine what information will be put into rankings at what frequency. Your titles should be consistent in how keywords are used, product description bullet points should flow naturally and make sense. Keep your writing style the same throughout the listing. Pro tip – record yourself reading your product description and copy. Step away, come back and listen to it at a later time. Giving yourself that feedback will let you immediately hear what needs to be modified.
Yes, it’s a LOT of information to take in about selling on Amazon, but don’t get discouraged or overwhelmed. If you put a little SEO effort in each day, over time, it will add up.
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