The essence of Amazon is actually the same as that of a large search engine. The difference is that Amazon is a search engine that specializes in shopping and finding products. According to data from the online survey, 56% of consumers will start directly from Amazon when they need to find a product. For 22% of consumers, Amazon is both the starting point for their search and the end of their search, which means that after browsing through the products on Amazon, these consumers basically complete their shopping behavior. Beyond this, 51% of consumers will use Amazon’s commodity prices as a reference factor, and the product situation on Amazon can affect the purchasing decisions of these consumers to some extent.
As an Amazon seller, we need to seize the opportunity to “exposure” the product to improve our gains. This also requires us to understand how to conduct search engine optimization (SEO) and know how to optimize our Listing.
Don’t equate Amazon with Google.
SEO was originally used to describe optimizations for search engines like Google. But Amazon and Google still differ in the way they actually operate.
Google’s engine algorithm is updated 500 to 600 times a year, and its algorithm’s goal is to find the most relevant results based on keywords, while Amazon’s A9 algorithm is not. The main idea of Amazon’s algorithm is to allow users to directly trade the results of the search. Therefore, in the display of search results, it is displayed according to actual performance, keyword relevance and so on. The performance here refers to the comprehensive factors such as the actual sales status of the product.
As a search engine, keywords can never be ignored. However, if the keywords obtained from Adwords are directly used to optimize Amazon’s Listing, this is not appropriate. Some keywords may have different search results on Google and Amazon. When optimizing Amazon’s search engine, we need to keep in mind: optimized for consumer choice.
2, do a good job keyword research
Amazon’s use of keywords and search rules are constantly evolving. If some of our listings haven’t been updated and updated for a long time, it’s almost time to look back at these listings. We can see Amazon’s guidance on keywords in the last link of this paragraph. One of the more important points is that when you enter a search term, you must enter it according to a certain logical relationship. Because it was widely spread in the past, Amazon is calculated separately for each keyword, so the order is irrelevant.
When doing keyword research, we can choose to use a variety of tools to assist. In practice, we are more likely to use multiple tools at the same time to get more accurate results. Google tools can be used to help us narrow down the scope of the first step, but think about our optimization principles, for the consumer’s choice, so we also need other keyword tools, preferably directly from Amazon data A tool for searching for word content.
For Listing optimization, the fluency of the copy, the price of the product, the inventory of the product, the choice of the consumer, and the history of consumption can all influence the ranking of a listing. Therefore, adding a description of the information to the product page can also be useful.
3, keyword sorting
Through the second step of the survey, we can get a lot of keywords that may reflect our products in different fields. But Amazon’s algorithm will start looking for the most preferred keywords from the title. So the title is where we put the most important keywords. We need to put the keywords that consumers actually enter into this place.
According to Amazon’s algorithm, keywords should be buried in the following places according to their relevance:
➀ Product title – The most important and relevant keyword should appear in the title.
➁ Five-line characteristics (short description) – Keywords that are relevant to the product should appear in the five-line feature.
➂Backstage ST – Although the consumer is not visible, it should also contain some keywords of higher importance.
➃ Product Description – Use the content in the description to further convince consumers that the products they search for are the same as our integrity products. The keywords in the description should be more specific to the information.
4, improve click-through rate
When improving sales rankings, it is also a strategy to increase the search results of keywords by increasing the number of clicks. The increase in click-through rate will cause Amazon’s algorithm to think that the product matches the specific keyword that the consumer is searching for, and the matching degree is still relatively high. So how do you increase your clickthrough rate?
◆ Use FBA. After using FBA, sellers can use FBA to ship prime members, and Amazon’s prime membership is growing.
◆Price. The price factor is usually decisive in the consumer’s buying behavior. Sometimes even a product that is not needed, you may not be able to resist the temptation of price and click the buy button. In addition, the relatively low price guarantees that the shopping cart is always in our hands.
◆ High quality product pictures. The pace of life of modern people is constantly accelerating. It is not difficult to understand that pictures that are more intuitive and faster to convey information will be more popular than consumers.
◆ Clean title. Put the keywords that consumers will use in the title in a reasonable order. Avoid stacking long titles and keyword blocks that affect reading.
Increase conversion rate
Click-through rate is the click-through rate, and we also need real sales to influence the final search ranking. In the competition, the more sales we get, the higher our ranking will be than the competition.
This is certainly not a simple matter. No seller is thinking about selling more of their products. On the road to increasing sales and conversion rates, the first thing we have to do is to ensure that our Listing is complete. Every part that has to have it.
In addition, we need to optimize the five-line description and long description to make the content of these two parts more relevant to the product. Drainage work inside and outside the station is also required. We may be able to get a sudden peak in sales through proper advertising, and then we will find ways to maintain this peak. Of course, we can’t forget the impact of product evaluation on sales. By inviting sellers to leave evaluations in a way that meets the requirements of Amazon’s platform, this can also stimulate our sales.