The Ultimate Guide to Amazon SEO

Whilst you may passionately believe in the products that you sell on Amazon, in order for others to believe in them too, you must have them sitting on page one, rather than buried all the way at the bottom of page five. The answer to achieving this desired position is amazon SEO. And not just any old Amazon SEO but a solid Amazon SEO strategy that ensures you’re using Amazon SEO keywords that are going to match with what your target audience is searching for. Without Amazon SEO, you’re not going to sit above your competitors. It’s as simple as that. 

So, what is Amazon SEO?

Amazon SEO recognises exactly what Amazon takes into consideration when determining product ranking for a specific search and applies that to your products. This process of optimising your Amazon product listings to rank more highly in Amazon searches for related keywords is paramount to success in the Amazon marketplace. 

What does Amazon SEO optimisation involve?

Successful Amazon SEO optimisation involves a strategy that takes into consideration every single part of the Amazon selling process. It includes Amazon keyword optimisation, Amazon product optimisation, product image optimisation, backend keywords, a pricing strategy and, of course, the Amazon A9 algorithm.

The Amazon A9 algorithm can be extremely difficult to navigate, but with the help of a professional Amazon marketing agency, your Amazon SEO strategy can be put together in a way that takes the A9 algorithm into consideration so that your products are coming out on top. In short, A9 is the algorithm that Amazon uses for product searches. It essentially dictates where a product listing will rank in the Amazon SERP for a particular keyword – so knowing how this works is key to a successful Amazon SEO strategy. If your product listing fails to have every word in a shopper’s search query, the chances are it isn’t going to be appearing first in their results – potentially giving away a sale to a competitor selling the same or similar products. Amazon can also assess purchase likelihood based on how well your products have performed in the past, so it’s important that you begin your Amazon SEO optimisations before you begin to sell your products, if you’re new to selling on Amazon. When assessing, the algorithm is likely to look at the following metrics at keyword level:

  1. Overall sales
  2. Product page CVR
  3. And your CTR from the search engine results pages (SERPs)

Working with a professional agency will ensure that a variety of tactics and tools are used to increase conversion rate through Amazon SEO optimisation. Whether you’re a brand-new seller to the Amazon marketplace or are an existing seller looking at how to improve Amazon SEO in order to get more sales – a professionally put together Amazon SEO strategy is the answer!

So, how do you find the right Amazon SEO keywords for your products?

Conducting keyword research that is specific to Amazon and its A9 algorithm requires the correct tools. Our keyword tool has a specific Amazon keyword planner which uses valuable data from the Amazon autocomplete feature to generate a list of longtail words that can be used in your product titles and description. When doing Amazon SEO and finding Amazon keywords, it is important to think of Amazon as a search engine but it’s also vital to remember that essentially Amazon’s purpose is to sell products and will therefore organise its search results in order to sell as much as it possibly can! So, it’s no surprise that the most relevant (depending on search term), high-converting products are the ones that are given the top spots, meaning a good Amazon SEO strategy must start with expert Amazon keyword research but finish and be supported by good images and clear product descriptions (and maybe even good reviews too!) to help push the sales over the line. 

Amazon SEO keywords and your product title

It’s no secret that the title of your product is pretty paramount to its performance in the Amazon marketplace and from a keyword perspective, it’s probably the most important part of your listing. In terms of consumer behaviour, looking for shortcuts is a part of the online shopping experience. A consumer is probably not even going to read the full part of your product title and will probably scroll right on past if the first half doesn’t answer their search query or isn’t relevant to what they’re searching for. In a nutshell, once you’ve found your Amazon SEO keywords, putting the most important ones at the beginning of your product title should be your next move. A recommended title structure for a product listed on Amazon would look something like: Brand name, product type and key features first followed by size, colour and quantity. 

Amazon SEO keywords and your product details

The product details section is not only the perfect opportunity to SELL your products, but it is also a good place to include any keywords that didn’t fit in the product title but are still relevant to what you’re selling. Usually, if someone is reading your product description, they have clicked on your product and are one step closer to adding it to their cart. This is a crucial stage at which you don’t want to lose them, meaning you have to get it right in order to secure a conversion. Yes, those little bullet points have to include Amazon SEO optimisation, but they also have to be exciting and enticing and incorporate as many sensory words (where applicable) as possible in order to connect and engage with your potential customer. Ensure that you’re describing as much about the product as you possibly can, so that the buyer isn’t put off by a lack of information or uncertainty about the product they’re getting. Like the beginning of your product title, your first three bullet point are probably the ones that are going to be engaged with the most, so include your most important information and USPs here. When optimising your bullet point descriptions with Amazon SEO keywords, it’s important to not only shout about your product but also understand your potential customer’s needs. Things worth considering when writing Amazon product descriptions include the wants and needs of your customers, the frustrations and pain points, as well as their expectations of the product. 

 Amazon SEO and backend keywords

Amazon also allows sellers to provide a list of keywords on the backend, which can help massively towards the discoverability of your products. Backend keywords are the perfect opportunity to get in any keywords that you may have missed out of your product description and title as they wont be visible on the product listing, but the A9 algorithm will still recognise them. It’s advised that you take advantage of this opportunity to add in some extra keywords and give yourself the best chance possible when it comes to selling your products. 

So, why do I need an Amazon SEO agency?

An Amazon SEO agency can help massively when it comes to ensuring that your products are found on Amazon. If customers are using keywords that are relevant to your products, but you haven’t bothered to do any Amazon SEO optimisation, then you’re going to lose out to competitors, no matter how much you believe in your business. Let an Amazon SEO agency not only make sure that Amazon can find your products easily, but also ensure that when they’ve found them, they want to buy them. There’s no denying that an Amazon SEO strategy, featuring well researched Amazon SEO keywords is needed to increase your conversion rate in the Amazon marketplace, so don’t neglect yours. Contact Molzi today