Amazon is the world’s largest online store, with over 500 million products in stock. As a result, retailers are forced to compete with one another in order to get their goods in front of as many people as possible. Ranking high in Amazon’s search results is one of the greatest methods to do this.
Use strategic SEO principles, such as keyword research, to enhance the visibility of your Amazon product descriptions so that the relevant people see them. SEO is no longer limited to Google searches. When it comes to positioning products on Amazon, SEO is an underutilised strategy.
People go to Amazon when they’re ready to make a purchase. Combining client willingness to buy with an SEO strategy can help you take advantage of this.
We’ve reworked the keyword principles used on sites like Google to make them work on Amazon. You’ll have a leg up on the competition and a higher chance of increasing sales if you locate the proper keywords and use them in your product descriptions.
This is what you must do.
The basics of Amazon’s SEO algorithm
As Amazon expands, the competition for products to stand out becomes more intense. This means that the higher up on Amazon’s search engine results pages (SERPs) things appear, the more likely they are to be purchased. After all, only 30% of shoppers go past the second page of search results.
Amazon employs the A9 algorithm to rank product search results. The following is how it works:
A9 is set up to assist clients in finding the things they desire as quickly and conveniently as possible. Different variables are used by the algorithm to determine how products are ranked. We’ll concentrate on two of them in this article:
Rate of conversion from click to sale (CTS). This is the number of customers who find your product in the search results and then purchase it. Because Amazon considers your number of recent sales when determining where your products will rank, this is a useful metric to affect SERP rank. It doesn’t matter who you’re up against as long as you’ve outsold them in the last month. The higher your SERP ranking, the more short-term sales you have.
Content for the sales page. This is where your keyword research comes into play. Your keywords can be used in the product title, subtitle, description, and Amazon’s special keywords area. These keywords inform A9 about the things you’re offering, ensuring that the relevant people see them. With the correct keyword mix, A9 can better match your product to queries, resulting in more sales and a higher ranking.
Selecting the most appropriate keywords for your product
The keywords you use should match the interests of your customers. Amazon, like Google, keeps track of all of the searches consumers conduct. This method allows Amazon to see what topics are popular and what matters most to its large user base.
Customers are welcomed with a list of categories and some of the best-selling items inside each one when they arrive on Amazon’s homepage.
This is a gold mine of information for you because you have a solid notion of the types of things clients are seeking for based on the categories you sell in. These lists will tell you what your target clients want and need the most. When you understand what matters most to customers, you can better target them so that when they see your products, they’ll be more likely to buy them. Because you’re offering people exactly what they came to Amazon for, the ultimate result is more income for you.
These best-seller categories are a wonderful place to start when brainstorming keywords. Now that you know what consumers want, you can tailor your product descriptions to meet those wants and generate more money. Here are some tips on how to find and use keywords:
Make a list of the top 10–20 most popular things in each category. Look for lists like “most gifted” and “most longed for” in each category. If you offer apparel, your list may include gowns and other fashion accessories. Take note of the titles and descriptive language in the product descriptions when you click on these types of products. The keywords “halter dress” might appear in the title, but “fitting style” or “flowing design” can appear in the description. Make a list of these words.
Experiment with several long-tail keyword variations. This will boost the likelihood of your website appearing in search results. Instead of using the phrase “halter dress,” try “halter dress style” or “fitted halter dress.”
Regularly update your list. When people conduct keyword research, they frequently do so only once and then use that list indefinitely. A better strategy is to keep your list updated on a regular basis. This ensures that the most relevant keywords are always featured in your product descriptions.
Make keyword lists for each of your items separately. You’ll have a good chunk of what you need to start ranking high in Amazon’s SERPs once you’re done.
Create a buyer persona description based on your research.
You must strike a balance in your product descriptions between what is relevant to different consumers and the keywords you utilise. Buyer personas assist with this by ensuring that your product descriptions are tailored to the “correct” individuals and that your products appear in the appropriate searches. You’ll have a far higher chance of getting folks to buy stuff if you do it this way.
