What is Amazon SEO 2020? How to Improve SEO on Amazon?
Table of Content
- 1 What is Amazon SEO 2020?
- 2 Let`s look more precisely together on each factor that is influencing A10 Algorithm:
- 3 How to start with Amazon Advertising?
- 4 Additional Tips for Amazon Advertising
- 5 How to Optimize Amazon Listings & Stores?
- 5.1 Title
- 5.2 Features/bullet points & description
- 5.3 The description affects your visibility.
- 5.4 Tips for sellers about backend search terms
- 5.5 There are a couple of things to remember about AMAZON SEO in 2020:
- 5.6 Brand name
- 6 Never out of stock
- 7 Amazon FBA for your business
- 8 Enhanced Brand Content (EBC) and A+
- 9 Conversion Rate Improvement
- 10 How is the price influencing the conversion rate?
- 11 Amazon´s Listing Ranking Improvement
- 12 Reviews are also not in second place in the fate of listing´s ranking improvement.
- 13 What are the other ways to bring you more profit and rank higher?
- 13.1 What are some of the best Amazon SEO tools you suggest using?
What is Amazon SEO 2020?
The whole selling experience on Amazon is accompanied by constant updates of information about optimization of your listing. Each year you need to follow all the novelties about SEO and change what you need according to those updates, 2020 is not an exception.
Amazon SEO is necessary because, without it, you can´t appear at the top of the Amazon search results.
Usually, buyers are not going far from the first result page to look for a new purchase, the same way as it works with Google search.
Customers are entering a keyword to get a list of the similar stuff they are looking for, one of those they are planning to get. Rarely, they are buying something from the second result page, rarely from the third, but most likely from the first one.
No seller wants to be lost on some distant search result pages, that is why you need to get familiar with Algorithm A10, it determines the ranking of the product.
But if you don´t want to dive into the details of the algorithms, you can move straight to our hands-on, the guide you can follow to optimize your listing on Amazon.
I wanted to write a comprehensive guide that not only explained how Amazon’s search engine works but the specific methods and tools my team is using today to help our clients optimize their listings and crush it on AmazonOleksandr Nyeznyk
Getting familiar with Amazon SEO Optimisation and Amazon A10 Algorithm
A10 Algorithm is a search engine that determines Amazon´s advertising technology. The most important and main thing you need to understand is that this engine defines how close the keyword matches the product you sell.
The changes you need to know about Amazon SEO A10 Algorithm:
Staying updated to all Amazon innovations is important as well.
Amazon improves A10 all the time (the latest update – GEO ranking, for example). Every day this competitive platform gets more sellers and buyers and changes its view on how buyers think and search.
As you probably know, Amazon´s A9 Algorithm is changed its name to A10. The main difference, actually, is that the new Algorithm becomes more relevant to the buyer.
Let`s look more precisely together on each factor that is influencing A10 Algorithm:
Your product rank is affected by the location of where the Amazon customer is searching. It means that you need to go deeper into your product research phase and even target specific US states.
Amazon Search results page
To understand the process and the aim of optimization better, you need to put yourself in the buyer´s place. Combine all types of targets that customers can have to figure out what you could change in your product´s listing:
- For example, windowshopping. People looking for inspiration and new ideas of what they could buy. In this case, buyers are browsing for specific categories
- Or those who know what they want to purchase. They put certain keywords in the search bar or something more general
- A very important type of shopping is with the help of filtering features such as vegan products 🥑
- Last but not least, to mention, is that some customers use Amazon to compare prices on the platform and in the shop
After reading this part of the article, you can work with useful information to figure out the best keywords for your product to bid on.
How to start with Amazon Advertising?
You´ve got the logic of choosing the keywords. But where should you move next? It would be great to find a complex that could help to boost your visibility. Oh wait, it´s Amazon Advertising!
Because this system exists, sellers don’t have to worry about every small detail during the time of selling. Amazon Ads take care of it. All you need to do is to choose the right ad type for your business:
Amazon Sponsored Products
- Amazon Sponsored Products is a pay-per-click type of ad.
- It can be used ideally for single listings.
- With the help of this advertising program, your ad will appear next to the organic search results.
- Your ad is going to be managed with the keywords you chose. Because of your and program´s cooperative work, you get high-quality clicks because customers get exactly what they were searching for.
Amazon Sponsored Brands
- Sponsored Brands is a pay-per-click type of system as well as the previous advertising program.
- It´s a keyword-target advertisement.
- You might understand from the name of this ad type, that this program can be handy for branded items you sell.
- Your listing appears on the top
- A perfect mix of keywords. Customers who are not sure what to buy will be led to your ad with the help of Sponsored Brands because of the keywords that are used for your product more generalized (“eye products”, “ointments”).
- It´s possible with Sponsored Brands Advertisement that shoppers will find your listing the other way as you planned. It might be that customers will get to your product from a different, not identically related listing. This is the result of the chosen keywords, as well.
Product Display Ads
- This type of ad includes the photo of the product, price, title, and the review in total.
- Product Display Ads are a combination of Sponsored Products and Sponsored Brands ads.
- The main purpose of this ad type is to boost your visibility and increase the number of sales.
- To attract different groups of people to your products, Display Ads use various ways to show your commercial: on product pages, customer review pages, search results pages, or follow-up emails.
Additional Tips for Amazon Advertising
- It can be useful to learn more about Amazon Advertisement to build a strong campaign:
Adjust your advertisement that way, that it will perfectly fit for your business. Never group unrelated product, it might lead to confusion when buyers search for relevant products.
Use Zero to Hero Software! – It finds perfect Amazon SEO keywords just in a few seconds.
Here are examples of such campaigns:
- The next advice for your business might sound general, despite crucial.
You need to stay extremely clear and specific to your goals. Opposite action can bring your campaign to the point where it will become overwhelming.
If you don’t want to spend hours or days on precise checking, or you decide to concentrate on other business aims, use our Profit Whales Automation Software. It´s going to save plenty of your time.
- Control of every campaign you have will be great insurance for you.
You won´tlose any profit because of some old parts of your campaign´s details. Make it a rule to check your campaign under $10,000 per month ones in two weeks and a campaign between $10,00 and $30,000 ones a week.
- Take in circulation Amazon´s automatic targeting option. It´s a very useful tool to use.
When you don’t have that much time, Amazon’s automatic targeting system uses your information to target your advertisement to buyer´s search results.
How to Optimize Amazon Listings & Stores?
The relevance of certain listing parts determines if your listing will show up to a specific customer´s search term. By defining those parts, you can look at them more precisely and understand how to work with them:
What does Amazon suggest to include in the product´s title? The product line, brand, description, material or key ingredient, quantity, color, and size.
What wasn´t mentioned, it´s the importance of including keywords in the title. You should not add all of them, but the important ones.
Titles in organic results typically have between 115-144 characters depending on the product/category.
Titles in right rail ads have around 30-33 characters, and mobile titles have between 55-63 characters.
What are other reasons why the listing´s title is so important? It plays one of the leading roles in earning a high click-through-rate and conversion rate.
Features/bullet points & description
The listing bullets are an opportunity to present the features and benefits of your product.
Bullet points can be more powerful than product´s description. You need to consider it by creating your listing.
Think like this: most of your potential customers are busy people. They have little time (and patience) before they decide to “Buy” a product, add it to “Save for later” or move on.Actionable Amazon PPC Checklist
So NO LONG BULLET POINTS! Make the 1 row (or 2 at most) of text for each bullet point. Have it starting with 2-4 words in CAPITAL LETTERS to announce what the rest of the point’s text is about.
The fact that bullet points can be more influential doesn’t mean that product´s description is not important.
The description affects your visibility.
By creating a powerful story in the listing description, you are getting an excellent chance to increase your conversion. Include keywords in your brand history, and your product´s praising.
To make it much easier, you can use HTML Cleaner. It´s a free tool and very simple to use.
Tips for sellers about backend search terms
Even so, Amazon claims, that they value misspells. Experience shows the opposite result: you need to include them in the list of backend terms.
It can be unexpected for some sellers how customers are operating with their search terms, but the small research can bring you a bigger number of valid customers.
Don’t use commas, separate terms simply with space.
Backend search terms iterations
There is no need for copies. Once you mentioned the term in the title, description, or backend search terms, you don’t have to type them somewhere else.
Amazon allows sellers to have 250 characters maximum length of the backend search terms. They are invisible on the listing.
There are a couple of things to remember about AMAZON SEO in 2020:
- Backend search keywords are influencing your visibility
- The order of terms matters
- You need to use the whole opportunity to work through all possible relevant keywords
- It´s better to use singular or plural versions of keywords, don’t repeat them in phrases
- There are three ways to upload keywords: Seller Central, .xml file, .csv file
Hopefully, you are successfully going through all of the information mentioned here, and you find it useful.
What do you know about brand name work on Amazon? Some customers search terms include a brand name, make sure you bid the proper one.
Never out of stock
It´s time to talk about your product´s stock.
If you source, stock, and ship product by yourself, it might be a bit complicated to be full of inventory all the time, however, that is exactly what you need to do not to lose any ranking. You should never be out of stock.
By using Fulfillment Method, for example, you can set a reminder when the number of products is low. This reminder is going to be a notification for you, that it´s time to fill your stock again.
Amazon FBA for your business
What should probably attract you the most in using FBA, it´s a possibility to win “Buy Box”.
FBA sellers are provided with an excellent chance to build a profitable business. It´s useful for every seller, not only for those who just started.
The price is $39.99 per month.
Enhanced Brand Content (EBC) and A+
EBC is taking the place of description in the listing, where the title, bullet points, and backend keywords are still included, and it can be indexed by Amazon´s A10 Algorithm.
However, it brings you much more sales, and you will rank higher. That is why EBC worth it.
You can use EBC and A+ Content only with a registered brand. The advice would be to consider thinking about using them because of the profitable effect on your sales.
Conversion Rate Improvement
Experienced sellers can tell you that they know a lot about conversion rate, but could they clearly explain how to improve it?
Unfortunately, even Amazon can´t provide you with enough data to run A/B test. You have to find the solution by yourself.
How can you get to conversion data in Seller Central?
- Reports, after that to
- Business Reports, and the last place to excess
- Detail Page Sales and Traffic
What is Session and Unit Session Percentage?
The session is an activity within a 24-hour period on your page by a user.
It´s a number of ordered units divided by the number of received sessions. You need to have it visible.
Important to remember:
A lot of seller´s offers are competing with other offers for the same product on the same listing. In this case, by figuring out your conversion rates, you need to know how to avoid the problem when your CVR looks worse than it is in reality. You need to consider your unit´s orders by buy box percentage.
You will get all of the sessions your listing received, doesn´t matter if you received it in the buy box.
The number of ordered units considered only from your seller’s account.
How is the price influencing the conversion rate?
The answer is pretty obvious. If you compare your price and the price of the same product on the other website or in the store, you will understand that by making way to high prices, your product won´t be compatible, and customers won´t buy from your listing.
By the way, don’t forget to compare your product to the products in the same category.
If you make very high pricing, the number of your sales will be low. Therefore, unit´s sales and conversion rates will be low as well.
Product´s Image Optimization
PRO TIP: A professional products-photographer knows how to present products for your ads this way, that all possible advantages will be highlighted, and they will be appealing for buyers.
Here is our partner — Jaroslav Francisko. He provides advertising and product photography for Amazon -— highly recommended by Profit Whales!
What can you do to generate reviews?
Before going forward — read this story by Ihor Dubovetskyi on how to run Private Label and get reviews on Amazon in 2020?
Here is a long story short:
Basically, all you need after proper pricing, it´s positive reviews. No, of course, that is not all. But customers trust other customers, and their opinion about your items is influencing them a lot.
But how can you change your reviews? You can´t. All you can do is be opened to communication with the customer.
Any seller can make a mistake, but not every seller is ready to fix them. After fixing the problem, there is an excellent chance that a customer will change a review.
It´s indirectly, but strongly influencing your conversion rates.
Amazon´s Listing Ranking Improvement
It all starts and ends with sales.
Sales are a decisive point of the ranking.
In simple words, the rapidness of your sales is influencing your ranking. You can imagine how hard it is to get to the second or third search result page for a seller, but as you know, even to those pages, buyers scroll down very rarely.
What can you do?
First option: drive both — internal and external traffic to your listing. Profit Whales clients use the following strategy for external traffic:
- Ad to Amazon Listing.
- Ad to Pre-Sell Page to Amazon Listing.
- Ad to Squeeze Page to Opt-In for Single Use Discount Code delivered by email.
- Ad to Product Sales Funnel.
Second option: launch service
This service creates a natural spike in sales to rank the product higher. The problem with this option exists on the level of violating Amazon Terms of Service.
To not meet face to face with this problem, there is an option number 3.
Third option: Use our Zero to Hero Structure in tandem with Profit Whales Automation
This way, you will get help with moving your product up the SERP, and you won´t violate the terms of service.
Reviews are also not in second place in the fate of listing´s ranking improvement.
As was mentioned before, and as you probably read in some other articles, customers often looking at the product´s reviews. After the photo and the price, of course.
They check out how the necessary product looks like, after that, if they are ready to spend that much money on the item, and the third action would be reading the reviews.
Amazon customers know that platform is cracking all the fake reviews, so they can trust the words written there.
If the product has no reviews at all, shoppers usually don’t want to spend any money for such an unreliable item, in their opinion.
And last but not least, the more positive reviews you have, the higher your rank.
Those facts are the reason why sellers care about improving their reviews so much.
You can write your buyers an email and ask for a real honest review!
What are the other ways to bring you more profit and rank higher?
Email List Outreach
How do you attract more customers to your listing? For example, you could send them emails with an advertisement. But how do you know who needs your product or who will be not interested in what you are advertising?
There is a trick to that.
You need a site that has a large email list or offers media packs.
Get in contact with marketing managers and request for their email list. The reason is that their buyers could be interested in your items too.
As a result, you are getting your sales increased and ranking higher.
Bloggers & Micro Influencer Outreach
Here is another plan to make your business more successful and profitable. You need to reach out to some blogger or micro-influencer who is trustworthy and let´s say has “close” connection to their followers. The number of followers is not that important, especially, in the beginning.
Someone who cares about what he/she is advertising and is relevant to your products – perfect business partner for you.
You might find an influencer, who has a million followers, but the loyalty and attention to the advertised items are always absent. In this case, you may get much less new buyers than with much smaller bloggers or influencers.
Consider Display Advertising
Display Advertisement is an old, perfectly working idea if you advertise on the right site.
Try to place your product´s ad on the site in a specific niche that will be related to your product. You never know for 100% how it will work out, that is why it would be perfect to place your ad on each site only for a month.
The price for such a strategy can be a disadvantage, of course, but once your product is in front of the right customer – it will pay off.
After a month on each site, you see the number of shoppers who actually purchased your products. This is the way how you can learn on which of the sites your ad turned out to be the biggest success.
Affiliate Website and why would you place your ad there
Here is an example of a plan for advertising on affiliate website:
- Place your ad on 3-5 affiliate sites
- Figure out what you need to do so they will feature your product
- Get more quick sales
This is simply how it works!
Niche & Industry Bridging
Let´s look closely at the question about niche and industry bridging.
It´s definitely a good idea to reach out and connect with bloggers in your own niche, but additionally, it´s won´t be a bad idea to connect with influencers in different niches.
Why? Because this idea is fresher, not everyone knows that it can bring you more and more customers.
A big plus to your future success would be using more popular platforms that going to bring you more customer´s attention and more profit.
Amazon Advertising (PPC, Headline Ads and so on)
Video Marketing (YouTube, to begin with)
Guest Posts and Other Digital PR Techniques
Content Assets That Earn Editorial Links
Using Print Media Effectively
Using Google Ads to Your Advantage
Running Highly Targeted Facebook Ad Campaigns
What are some of the best Amazon SEO tools you suggest using?
If you are not sure, or you KNOW that an effective pool of keywords for your product is a large one – you can always cut corners and start your SEO Research by using advanced keyword search services, like Profit Whales Zero to Hero.
Hopefully, you found all these tips useful, but even if you use only a few of them – this is already a win!
Good luck with your Amazon SEO strategy and future successful business!
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