Amazon SEO: Enhance Your Product Visibility through Content Optimization

Want to sell on Amazon but not sure how to stand tall? Are you not able to maximize the visibility of your product after trying hard?

As per the recent research, Amazon sells around 537 millions products all over the globe and the number keeps on adding; providing more efficiency to convenience to the customers.

This number being great for the Amazon and its customers, it’s daunting enough to make your brand’s visibility on the site. So, it becomes quintessential for each seller to be on the toes to get their product noticed. But to get noticed, you need to know what your target audience is searching for and how to put forth your product in front of them. That’s where the product content optimization comes to the rescue.

Say Hello to A9, Amazon’s Ranking (Product Search) Algorithm

“Our work starts long before a customer types a query. We’ve been analyzing data, observing past traffic patterns and indexing the text describing every product in our catalog before the customer has even decided to search” – Amazon

“Once we determine which items are good matches to the customer’s query, our ranking algorithms score them to present the most relevant results to the users” – Amazon

To be precise,

• First, they put the relevant results from their massive catalog of product listings
• Then, they sort those results into an order that is “most relevant” to the user

But, isn’t it relevant to Google???? Answer is simple! Relevancy doesn’t mean the same thing on this marketplace that it does to Google.

According to Amazon SEO expert, Dave Chesson, unlike Google, Amazon’s definition of success isn’t to send traffic to other sites, but to find the product that will provide the best sales conversions; you cannot apply same strategies for optimizing search. Although, its algorithm keeps on changing but puts the core focus on customer experience.

So, How to Optimize Your Product Content for Amazon SEO?

Every product page on any marketplace should have a concise overview of a product’s features and benefits. To use essential content on this retail giant, consider some of the below mentioned tactics:-

1: Use the meaningful product title

Product title is the backbone for A9 algorithm and is an important parameter for customer. It determines whether they will click through the product page. So, it is advisable to use the most relevant keywords as per the search volume in the beginning of the title. This helps the customers to get quick idea of what your products are while browsing through organic search results. Amazon allows users up to 250 characters in the title and so you should use it in the best way by including the brand, product features, size and color.

Some tips to remember

• Capitalize the first letter of every word
• Spell out measurements
• Number should be numerals
• The word ‘and’ rather than ampersands should be written out.

2: Product Features (Bullet Points)

Like title, product features are the second most important factor in increasing the visibility your products; hence it must be described with proper bullet points. Some brands consider this section an afterthought but Amazon takes this seriously and could make or break your brand’s visibility. Here you can share some important facts about the product – to be precise you should have solid understanding of your customer’s profile. When planning these out, ask yourself what your customers would want to know about your product? What value does it add? Why should they buy your product over a competitor’s? Here Amazon allows 1000 characters so, use them wisely and try to include all the five bullet points allowed.

Some more tips to look for:-

• Generally, buyers skim the content, so use important points on the top
• Mention the USP of your products
• Include warranties and guarantees
• Explain what problem it solves
• Include technical aspects

3: Optimize the product description

The product description is your chance to describe your product in more detail. Due to the importance of bullet points, the product descriptions are often overlooked but it is never unnoticed. So, it’s just an another opportunity to optimize your listing with keywords and can be used to describe the left out information from the bullet points. The description should be informative and concise in its explanation of what product is, how it is used and its major benefits.

Few tips to consider:

• Keep sentences short and clear
• Include subheadings
• Main features, tips or suggested uses

4: Use long tail and backend keywords with unique content

Long tail keywords being big in content optimization, they are useful for the Amazon sellers too. Shoppers generally search with the generalized statements so long tail keywords help them to identify your products more precisely. Make the use of specific keywords like colors and sizes to improve your conversion rates as Amazon generally look for more conversions which lead to more sales on its platforms. Make the use of advanced keyword tools to identify keyword opportunities.

Amazon backend keywords are hidden keywords that give you the opportunity to provide the list of keywords to enhance product discovery. Just like the importance of HTML tags on the website, backend keywords are not physically visible, but influence in terms of helping a listing to rank organically.

Unlike search engines, this e-commerce giant doesn’t penalize duplicate content – but having the boring content just doesn’t help to increase conversions. To stand tall, put more emphasis on USP and provide the content that satisfies shoppers and Amazon SEO both; take advantage of formatting features like bold text, colors to sell your words.

Leverage Our Service

If you wish to climb the ladders of this retail giant, you need to have a good understanding how Amazon’s search algorithm works. We, at eSellerHub help online retailers to optimize their product content, increase the brand visibility and hit the search ranking on this marketplace by deploying the best tactics of Amazon SEO and keeping in all about A9 algorithm.