As in many parts of the Internet, Amazon SEO is always about "visibility". Can potential customers find your products quickly? Are they high up in the search lists? Are your Amazon listings even designed in such a way that Amazon can assign your products to the right keywords? These are all questions whose answers will have a significant impact on your success as an Amazon merchant.
We'll show you what to look for in the design and presentation of your products so that your merchandise is never overlooked again. In addition, we will show you which other factors play an important role if you really want to go far up in the search results on Amazon.
How to improve the ranking on Amazon?
It's a recurring question. In fact, there are a few answers to the question of how to improve ranking on Amazon that are as simple as they are good. In principle, it's a multi-step plan that we regularly go through with our customers.
1) Pay attention to the appropriate keywords
For every product, there are keywords or search phrases that perfectly match your merchandise. These must be well integrated into your product descriptions - ideally so that they fit in organically. It is important to know which keywords are regularly used and which keywords you should definitely use. This requires a comprehensive keyword analysis and then the work of a professional copywriter.
Because in addition to the appropriate keywords, your product descriptions should be written in such a way that they convince prospective customers. This is comparatively easy with Amazon products - after all, the user landed on your product page because he was looking for such a product. Now the text in combination with the images and videos only has to show him that your products are better than those of the competition.
But in order for the potential buyer to land on your page at all, good keyword usage is required in your Amazon listings.
NICE TO KNOW - this is the Amazon listing
Amazon Listing means the complete product detail page of your goods. This means that it is not only about the pure product description, but also about included lists, tables and the like. A good copywriter will combine a clear but concise sales text with appropriate tables and lists, so that the most important keywords can be well placed and the reader can grasp the most important information with very little time.
Since many smaller Amazon merchants are still not willing to spend the necessary money on good sales texts, you are already ahead of many competitors with a professional text.
How must the keywords be set so that they are also indexed?
There are sometimes very different opinions about how the keywords in your listing should be set so that they are indexed as well as possible and help you to achieve a good ranking. We would like to clear up some of the rumors in this area.
First of all, it is important to know exactly how the listing is structured. There are several different areas that are of varying importance for keyword processing.
The title
The bullet points
The product description
The EBC or A+ content
In addition, Amazon offers merchants the backend area. Here, the so-called backend keywords can be set - these are keywords that have a relevant search volume, but are not so important that they are among the first five to ten keywords. If after creating the title, bullet points and product description you still have keywords that have not yet been processed, you can place them in the backend. These will also be indexed here and thus rank for your article.
The most important 3 - 5 keywords should be placed in the title. This is simply because this area counts the most when ranking on Amazon. Therefore, it is also important to place the keywords with the highest search volume here.
Keywords with a somewhat lower search volume can be incorporated into the five bullet points. The rest of the search terms go into the product description.
Itisimportantthat the overall formulation is coherent in all areas - this creates a much better image for the potential customer right away.
The question remains to what extent the EBC or A+ content is indexed. Both terms mean the same area. This is where Amazon has given you, as an Amazon merchant, the opportunity to add text and information about your brand to your listing. This is an important thing, because good branding is becoming more and more important on Amazon for your success as a merchant.
But contrary to some information on the web, keywords are not indexed in the EBC and therefore do not affect your ranking in the search results. But that's not a big deal - with a good placement of your most important keywords and the relevant secondary keywords in the areas described above, you can already optimize your listing very well for Amazon's search logic.
Place ads on the right keywords
Unlike on Facebook or Instagram, for example, advertising on Amazon is not based on target groups, but on keywords. For example, if you run PPC ads on the strongest keywords for your product, you will always end up pretty high up when a user of the page enters the keyword.
This has the advantage that many customers will find their way to your page. After all, it is usually the top 5 - 10 entries that are compared with each other. Now it is up to your product, your pricing and your product presentation whether you can bring the sale in dry cloths.
The switching of advertisement is straight at the beginning particularly important. Because the Amazon ranking goes after different factors. The number of actual sales is one of them. This means that the more sales you make, the better your ranking will be . For a new product a vicious circle. Because you have few to no sales so far, you can't appear high up in the ranking.
But since you only rank on the back pages, very few interested parties will actually find your product. So you have to use advertising in the beginning to artificially catapult your product up the ranking for a manageable time. If sales are made during this time and the most important SEO requirements for your Amazon listing are met, you will still be at the top even after the advertising has been discontinued.
Then you will also have the opportunity to achieve organic sales without new advertising, because your product will actually be found by people.
This is what you need to pay attention to when presenting the products
Two points are particularly important when presenting your products. The first and most important is the quality of the product images and product videos . Here you should not save money, because these two areas are the most important sales factor. On the Internet, your customer can't touch your product, try it on or look at it as closely as he would in a store.
But that doesn't bother the customer - if he can still get a good impression of your product. The best way to do this is with professional pictures and an equally professionally produced product video.
The second point is your product texts. As mentioned, the most important keywords for your product must be integrated into your listing. In addition, your text should also encourage the reader to buy and make them want to buy the product. Although most purchase decisions are now certainly made through the images and the video - but there are still a lot of customers who are interested in the written word. You should also include them in your product presentation.
These are the main factors when it comes to Amazon ranking
Numerous different factors play into the Amazon ranking. First and foremost, there are the following:
The SEO optimization of your listing -
are all important keywords sensibly processed?
Product images and product videos -
Are there any and what is their general quality?
Advertising via Amazon PPC -
As long as there is advertising, the ranking increases significantly.
How good is the conversion rate?
Amazon FBA customers rank better, by the way, because they get additional support from Amazon.
Ultimately, the process of an Amazon search query can be divided into two steps.
Step 1: Amazon checks the relevance of your product
This is where SEO optimization and the question of whether or not product images and a video are available come into play. With a product text that is well optimized for the most important keywords and high-quality images, the chances that your product is classified as relevant for the search query increase significantly.
Step 2: Amazon checks the performance factorsInthe
first step, the algorithm has only decided whether your product should be on the list at all. Now it decides where it should be on the list. The following factors play the main role here:
Is there any advertising ?
What are the sales figures?
What is the click-through rate of your product?
What is the conversion rate?
If advertising is switched on, you have a place in the front areas or at least on the first page. If the other three factors are backed up with good numbers, your chance of landing high up in the organic search results increases, even without advertising.
GOOD TO KNOW - this is the conversion rate
The conversion rate describes the frequency with which a visit to your site leads to a purchase. So if your page is constantly visited, but no one buys your products, you have a pretty miserable conversion rate. This in turn depresses the ranking.
For a good result in this area, your product presentation must consist of:
Product images and videos
Product text
can convince the customer.
This is what we do for your Amazon Business
In a cooperation with us, we will bring your products to the top through the following services:
We offer you professional product images and product videos.
We create keyword-optimized product texts that appeal directly to potential customers and persuade them to buy.
Withinthe framework of your budget, we place PPC ads and provide you with a good starting position in the respective search results through targeted advertising campaigns on the right keywords .
We regularly check the progress in terms of click-through rate and conversion rate and , based on the respective results, draw up plans for optimization or stabilization of the results.
About the Author:
Luca Igel
Founder & Managing Director
5 years ago Luca started as an Amazon merchant and was looking for a suitable photographer. However, at that time there was no one suitable enough in this field, so Luca started developing his own strategies and training photographers and designers.
The results were so good that gradually more merchants asked for support in their design. After the creation and growth of Stacvalley, today more than 700 Amazon merchants rely on the quality of our marketing.
