While search engine optimization used to be possible with two or three simple tricks, Google has also learned and made search engine optimization more complex with various updates called Panda, Penguin, Hummingbird, etc. This has given rise to whole new professions, such as SEO/SEA analysts. However, the lives of smaller website operators and merchants on Amazon have not necessarily been made easier. This is different with Amazon. Here – thanks to the A9 search engine – a so-called marketplace optimization is already possible with a few means. While on Google you often have to wait months to see the first results, better ranking on Amazon is often visible after just a few minutes.
Looking at the basic ranking factors of the A9 search engine, there are not only parallels to Google, but also significant differences. Because while Google wants to sell advertising space, Amazon is only interested in selling products, which is why the A9 is oriented towards the buyer experience.
Here are the most important criteria for a better ranking on Amazon:
1) Match between search query and search result
2) Reviews from other customers for this product/retailer.
3) Attractiveness of price, shipping cost and delivery time.
Re 1) Better ranking on Amazon due to better match between search query and search result.
- Make sure the product title makes sense, and at best is an interplay of keywords, brand, USPs and good selling points
- Really take your time to choose the keywords of your products. Also pay attention to multilingual keywords
- Your best selling point: your pictures. Produce high resolution images between 1000x1000px and 1500x1500px
- Often neglected: a good product description that not only lists features, but perhaps also emotional selling points
Re 2) Better ranking on Amazon through reviews for this product/retailer.
- Especially if a review is found useful by other merchants, a review on Amazon is sales-promoting; experience shows that those who ask for detailed reviews also receive significantly more useful reviews
- In addition to the rating itself, the timeliness and total number of ratings is also crucial
- Important: In addition to customer reviews, seller ratings are also very important. Here, the ultimate goal is to get into the buy box
Re 3) Better ranking on Amazon through increased attractiveness of price, shipping costs and delivery time
- It’s not the lowest price that wins, but the one that sells best; position yourself in the comparatively lowest third here
- In online retailing in particular, a great deal of emphasis is placed on speed; short delivery times therefore have an extremely positive effect
In summary:
Optimized Amazon SEO can significantly improve product ranking. By following the listed criteria, product visibility can be increased and sales can be boosted.
Learn even more about how to rank your Amazon products to the top position and what steps will help you do it here.