When a buyer visits Amazon’s platform, he usually has one goal – to buy a particular product. To a large extent, it is up to the seller to determine whether the customer decides to go with his offer.
If you want the product to be bought from you, it’s important to understand how Amazon SEO (Search Engine Optimization) works and how to crack Amazon’s A9 algorithm.
What is Amazon SEO?
Amazon search engine optimization (SEO) is the process of optimizing product listings to help them rank higher in product searches on the Amazon platform.
Sellers through Amazon SEO:
- attract more traffic to product listings,
- increase product and brand visibility,
- increase conversions and boost sales.
It’s worth noting that when people search for products on Amazon, they can only find your products if their search queries match your keywords. This is where Amazon SEO, and its constant improvement, comes into play.
Why is Amazon SEO so important?
Optimizing your product listings can improve the position of your products in search results, allowing more potential customers to find your offerings. Amazon SEO can help you secure the coveted spot on the first page.
How does Amazon’s A9 algorithm work?
The A9 algorithm ranks product listings according to two parameters: relevance and effectiveness. Relevance depends on the extent to which the keywords in your listing are related to the search keyword, while effectiveness is the statistics of your past sales.
With these metrics, Amazon’s A9 algorithm can determine how likely someone is to make a purchase.
What are Amazon’s relevance ranking factors?
Amazon’s A9 algorithm takes into account how relevant your product listing is for search. It looks at where and how your keywords are used, as well as how relevant your keyword is for a search term.
- Product title – the listing title should contain the most relevant keywords for your product.
- Seller name – if you have keywords that appear in your name, you have a better chance of ranking.
- Amazon Backend Keywords – these are basically hidden to customers, they will only be used in the backend section of your Amazon seller account. Their function is to tell Amazon’s algorithm that a particular product listing is being targeted for a specific keyword on the site.
- Brand name – Amazon uses this field to link products to each other, so make sure you enter your brand name the same way in each listing.
- Product description – try to provide as much detail as possible and use the most relevant keywords.
- Product features – similar to the description, product features help Amazon understand how useful it would be to include your product in a search. It’s important to include keywords and product features so Amazon knows your product is relevant.
You can see from these 6 ranking factors that keywords are a big part of displaying your relevance. If your product listing doesn’t have the right keywords in the right places, it probably won’t show up in Amazon’s search results. That’s why keywords and optimization are so important in the world of Amazon SEO.
In addition to relevance factors that affect your ranking, there are also effectiveness factors.
What are Amazon’s performance ranking factors?
Performance factors are a bit more difficult to control directly, as additional issues come into play, such beyond keywords.
- Click-through rate – Your product listing may get more clicks from one search query than another, depending on buyer intent, color, size or other product features. Amazon takes into account the click-through rate your listing has received from previous search queries.
- Conversion rate – Amazon is interested in how many clicks on a listing led to a sale, so it will consider conversion rate data.
- Product price – a larger price difference than your competitors may not work for you. The price of your product will ultimately affect your conversion rate, so this is an important factor for Amazon.
- Product photos – Amazon checks the quality and optimization of your photos, so make sure your photos are high resolution.
- Product reviews – customers are more likely to trust a brand with positive reviews – Amazon’s algorithm takes into account the number of reviews and rating when evaluating performance.
Keeping up with trends, algorithm updates and continuous optimization are equally necessary to stay ranked. That’s why it’s so important to constantly refine and update your Amazon SEO strategy. We already know that a product page can be optimized in a variety of ways, but they all come down to two main factors: relevance and performance. Create better Amazon listings today! Do it with us and attract more leads and get the conversions you crave – contact us: kontakt@makingprime.com
