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Amazon Advertising Search Engine Optimisation

Master Amazon SEO: The Beginner’s Guide to Product Listing Optimisation

Reading Time: 4 minutes

Amazon SEO is a multi-layered beast. When a user searches for a product on Amazon, the search engine uses various factors to determine the most relevant results. These factors include the product’s title, description, and customer reviews. By having an SEO strategy in place to optimise these elements, Amazon sellers can improve their product’s visibility in Amazon’s search results and increase their chances of making a sale.

In this guide, we’ll delve into the world of Amazon SEO and introduce you to the best practices you can adopt to optimise your product listings.

How Does Amazon SEO Work?

Picture this: You’ve lovingly crafted a product, a masterpiece worthy of gracing the shelves (or virtual aisles) of Amazon. But amidst millions of competitors, your Amazon product listing goes unseen – unless you turn to Amazon SEO to get you into the party.

Amazon SEO focuses on optimising product listings and is fueled by the A10 algorithm, Amazon’s ever-evolving search engine that focuses on two key ranking factors: relevance and performance.

Relevance refers to how well a product matches an Amazon user’s search query. It takes into account factors such as the product title and keywords used in the description.

Meanwhile, performance considers the product’s sales history, conversion rate, and customer reviews. By analyzing these factors, the A10 algorithm assigns each product a search ranking score, which determines its position in Amazon search results.

10 Steps to Crack Amazon SEO

1) Ace Your Keyword Research

The right keywords are your golden tickets to potential customers who are eager to buy, so ditch guesswork and go on a thorough keyword research expedition.

  • Type your keywords in the Amazon search bar and see what autofill suggestions pop up. These are actual terms real shoppers use, offering valuable insights into how they might discover your product. 
  • Utilise keyword research tools like Keyword Scout or Helium 10. 
  • Target a balanced mix of broad terms capturing general interest (e.g., “running shoes“) and long-tail keywords attracting specific buyers (e.g., “women’s breathable running shoes for wide feet“). 
  • Analyse competitor listings and customer reviews to identify search phrases they might use – relevance is key! 

2) Craft High-Impact Product Titles

Imagine your product title as the captivating headline of a story that compels clicks. Cramming keywords into your 200-character Amazon title might seem tempting, but prioritise clarity over keyword stuffing – unreadable titles hurt rankings and conversions.

  • Include your brand name, the main product feature, and any unique differentiators. (E.g.: “Acme Brand | Ultra-Breathable Running Shoes for Women (Wide Fit)”
  • Avoid misleading claims or excessive promotional language. 
  • Amazon’s search algorithm prioritises titles in exact match searches, so consider including variations of your main keyword phrase. 

3) Use Bullet Points to Highlight Features

Imagine pitching your product in a crowded elevator – you only have seconds to impress. Do this by using bullet points in the Amazon Key Features section.

  • Focus on the unique selling points of your product.  
  • Include specific details about the product’s features, such as dimensions, materials, or special functionalities. 
  • Use action-oriented language to show the advantages of the product and how it solves a customer’s problem. 
  • Don’t exceed five bullet points to avoid overwhelming readers. 

Here’s an example for wireless headphones: 

  • Noise-cancelling technology for an engrossing audio experience 
  • Bluetooth connectivity for seamless wireless streaming 
  • Long battery life for hours and hours of listening 
  • Built-in microphone for hands-free calling 

4) Create a Solid Product Description

Your product description isn’t just a technical spec sheet; it’s a captivating story that entices customers to add to their cart. 

  • Infuse relevant keywords naturally but prioritise crafting a compelling narrative. 
  • Address potential concerns like durability, size, and fit while showcasing the product’s value proposition. 
  • Use descriptive language, emotional triggers, and storytelling elements to connect with your audience. Imagine the product solving a specific problem or enhancing their lives. 
  • Section the text with bullet points, bold text, and headers for readability. Amazon allows up to 2000 characters, so utilise the space effectively. 
  • Opt for Amazon A+ Content that lets brands tell their product stories with well-written descriptions, videos, and images. 

5) Add High-Quality Product Images

High-quality visuals are crucial for building trust and showcasing your product’s features. 

  • Use clear, brightly lit photos from different angles, including close-ups of key details. 
  • Aim for images that are at least 1000 pixels in height and width, but preferably larger as this allows customers to see details clearly if they zoom in. 
  • Consider lifestyle shots demonstrating the product in use. 
  • Ensure the main image has a white background. 
  • Consider using 360-degree product views and A+ Content for enhanced product presentation. 

6) Gather Positive Reviews and Ratings

Positive product reviews and ratings are like sunshine and water for an Amazon seller. They’re pivotal in building trust, establishing credibility, and influencing purchase decisions. 

  • Motivate happy customers to leave feedback by offering incentives, sending personalised emails, or simply reminding them. 
  • Promptly address negative reviews with professionalism and a willingness to resolve issues. 
  • Utilise tools like Feedbackwhiz to automate review requests and manage your reputation effectively. 

7) Optimise Product Prices

Competitive pricing should be a crucial factor in any Amazon SEO strategy since this can significantly influence Amazon users’ purchase decisions. 

  • Conduct competitor analysis to understand the market range for your product. 
  • Utilise dynamic pricing tools to modify prices based on demand and competitor activity. 
  • Consider having occasional promotions and special offers – these can attract new customers! 

8) Utilise Amazon Promotional Techniques

These techniques can be an effective way to increase search visibility and attract Amazon users to your product listings. These include: 

  • Amazon PPC (Pay-Per-Click) advertising: Amazon PPC allows you to bid on relevant keywords and display your product page as sponsored ads in search results. 
  • Lightning deals: Lightning deals are time-limited promotions that give considerable discounts on select products and can attract immediate attention. 

9) Consider Variation Listings

Variation or parent-child listings are your secret weapon to unveil multiple product options – size, colour, flavour – all under one listing. This improves discoverability for all variations and potentially boosts sales. 

  • Utilise clear and consistent naming conventions for child products. 
  • Use variation listings only if you have multiple versions of the same product. 

10) Explore the FBA Option

Fulfillment by Amazon (FBA) isn’t just about convenience; it’s a strategic move for SEO and improved sales potential. With FBA, you can: 

  • Store your products in Amazon’s warehouses, and they’ll pack, ship, and handle customer service for you. 
  • Enjoy faster delivery, better ranking, and less workload, but be mindful of storage and fulfilment fees. 

For an Amazon seller, optimising Amazon product listings for SEO is an ongoing ascent, not a one-time summit. This guide has given you the tools you need to begin your climb, but remember, the Amazon landscape constantly evolves and so should your SEO strategy. To stay ahead of the curve, embrace continuous optimisation by staying updated with algorithm changes, industry trends, and competitor strategies. 

Or you could let us be your guide on this SEO journey! Climb Amazon’s rankings and boost your product visibility, sales, and profits with our proven strategies – click here to know more! 

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