Did you know that more than 50% of online shoppers turn to Amazon to begin product searches?
“Amazon has become the reference point for shoppers,” Jason Seeba, head of marketing for BloomReach told Bloomberg Tech. “Shoppers will go to Amazon first to find a product and check prices.”
If you are looking for a launching pad for your products that your target audience likes and finds useful, Amazon is it. To get the most from your listings on Amazon, however, you will need to employ some SEO tactics to showcase your products and business.
The following will serve as your guide to expert Amazon SEO and ranking your products on the largest online retail site in the world.
Understanding Amazon results pages
Knowing the intricacies of how Amazon displays products can be very beneficial to getting your products seen. They pretty much have two results page formats.
There is the list view with 15 product results covering all departments.
Also the gallery view with 24 results per page displayed when specific categories or departments are searched.
Understanding the results pages is kind of like knowing how many positions there are on a Google results page, with their own types of ads and organic results.
Other key aspects of Amazon’s results pages are the filter fields located on the left hand side of the page (sidebar).
A user that navigates the filter will get a subset of the originally search query. This makes completing all the fields in your product listing increasingly important.
For example, if you are listing a “16GB” iPhone 6, you will want to make sure that field is filled in when listing the iPhone. Otherwise, shoppers interested ONLY in the internal memory size of 16GB could possibly miss your listing.
There are also sponsored products listed in the bottom section of the results page. These products are PPC optimized, just like the AdWords ads you can find on Google SERPs.
Just like Google ads, you want to have a tight grouping of keywords, only this time you want them stuffed into your title or description bullet points.
Understanding Amazon’s query parameters
The next bit of Amazon anatomy you should take note of is the query string parameters the platform uses. Having a working knowledge of these query parameters will help get your products in front of consumers who are more likely ready to make a purchase.
If you are familiar with how Google builds URLs based on their set of query string parameters, Amazon’s will be easier to mentally digest.
The top three worth examining are:
- Field-Keywords: This one is rather straightforward simply the keywords a user types in the search field. For example, “iPhone” or “Samsung 7 Case” would qualify as field-keywords, and Amazon will place them in the results URL.
- Node: This is a very good query parameter to know, since this is the numeric number relevant to Amazon’s categories. For instance, if you were selling a camera, you would enter the node ID 502394 representing the “Camera, Photo & Video” category.
- Field-BrandTextBin: This is essentially the brand field, and it can be quite useful for measuring your products with others of the same brand. If you are an iPhone reseller, than iPhone should be in your field-keywords, as well as your field-brandtextbin.
The hierarchy of nodes is also important:
To get more insight on how Amazon builds query parameters for products you can navigate the filter fields a bit. Clicking around on it will show how each category or selection can manipulate the URL.
Ranking on Amazon like a boss
To maximize your Amazon SEO efforts there are a few foundational ranking factors to put into action. Knowing exactly what to focus on when listing your products will get your products in front of more consumers.
Amazon uses data to determine what a user sees after a search query.
This data can be:
- Product Pricing
- Search Terms (keywords)
- Range of Selection (color, models, etc.)
- Product Availability (stock)
- Sales History
- Customer Reviews (star ratings and comments)
- Click volume
There are two main categories the above factors fall into, Performance Factors and Relevance Factors. Performance factors are interesting, because these are what signals Amazon to rank products based on how much money they will make by doing so. Relevance factors are the relevancy the product has after a user search.
Performance based ranking factors
The following performance factors are vital, because they essentially equate to more profit for Amazon. This compels them to rank products with these optimized factors higher. Simply put, if your product sells well when ranked higher, it will be sure to get more search love.
Conversions are pretty obvious ranking factors, but one of the most challenging ones to pin down. There are a few tactics you can employ to potentially show Amazon your product is converting well.
Amazon is tricky when it comes to getting a clear picture of conversions. You can see metrics such as units and sessions, but not enough data to really control, or A/B test.
First, find your conversion data in Seller Central by going to Reports > Business Reports > Detailed Page Sales > Traffic.
You will need to see the Unit Session Percentage to get the information needed. The Unit Session Percentage is (units ordered/number of Sessions) per product listing.
To ensure you are getting the most from your conversions in order to improve your rankings, you will need to adjust your buy box percentage. This is especially important if your products are in high competition.
For example, weighting your units ordered per buy box will signal to Amazon that you are converting more.
Images are important performance factors to improve your Amazon rankings. If you are not following their image guidelines, you may be losing a lot of potential customers.
Amazon requests that sellers upload product images 1000 x 1000 pixels or larger. …read more
Source:: Search Engine Watch – SEO