Amazon SEO Optimization

Why Amazon SEO?

In order to be able to sell many products on Amazon, you need a lot of visibility, for which Amazon SEO is the decisive factor. This means: The better the positions your products achieve under a certain keyword, the better potential customers will be able to find them. However, a good position alone is not everything: In addition to the Amazon algorithm, the customer must also experience a flawless and inspiring buying experience. The challenge is to understand the balancing act between targeted visibility and professional, user-friendly content and to be able to implement the right actions.

What does Amazon SEO or MPO mean?

Marketplace Optimization briefly explained

Marketplace Optimization briefly explained
Amazon SEO (SEO = Search Engine Optimization) is a technical term from the Amazon marketplace area. The aim of these activities is analogous to the classical SEO, which is known from Google: Optimization of a page (in the case of Amazon it is the product listing), so that the corresponding search engine (here the Amazon search) considers the page (here the product) as important under certain keywords and places it as high as possible. This is the so-called ranking which is displayed on the SERP (SERP = Search Engine Result Page). Unlike Google, Amazon’s SERP is not limited to ten results. If the search is on a results page without a category, Amazon usually delivers 15 products. If a category is selected or Amazon recognizes by itself that the search word is a category, up to 24 products will be displayed on the first page.
Attention: If you count all products now, you will find more results under most search terms than the above mentioned number. Here, however, it is important to distinguish the classic search results from the sponsored products. These are products whose position was bought under certain keywords on Amazon and which are called Sponsored Products in English. Here Amazon adds depending upon constellation up to ten or twelve further products on the SERP.

How do we help sellers as Amazon SEO Agency?

A clear listing

In order to find our way through the jungle of Amazon optimization, we as a Amazon SEO Agency help our clients as consultants, supporters and partners. The key to success is a well thought-out process, adherence to best practices and constant monitoring of optimization. Organic optimization takes place in 5 essential steps:

Our optimization process

Product analysis: Product profile sharpening

What kind of product do you want to sell? What are the advantages of the product and how does it stand out from the competition? What demand does the product meet? How can this be successfully marketed?

Keyword analysis: Find and optimize Amazon keywords

Which Amazon keywords are customers looking for that might be interesting for the product? Which keywords contain a hidden purchase intention? How can the user’s expectations be fulfilled during a search?

Target Audience Analysis

Who wants to buy this product? How would this target group like to be addressed? How can the demand be aroused and specifically covered?

Amazon Listing Optimization

After the first three steps have been completed, the “actual” listing optimization takes place. We create targeted content, observe all Amazon guidelines and apply our broad know-how and wealth of experience for keyword-oriented optimization.

Monitoring of optimization

A finished optimization can be put online initially, but must be constantly re-optimized. New competition and changes of the Amazon algorithm require a permanent monitoring of the newly achieved positions.

Product analysis: Product profile sharpening

What kind of product do you want to sell? What are the advantages of the product and how does it stand out from the competition? What demand does the product meet? How can this be successfully marketed?

Target Audience Analysis

Who wants to buy this product? How would this target group like to be addressed? How can the demand be aroused and specifically covered?

Keyword analysis: Find and optimize Amazon keywords

Which Amazon keywords are customers looking for that might be interesting for the product? Which keywords contain a hidden purchase intention? How can the user’s expectations be fulfilled during a search?

Amazon Listing Optimization

After the first three steps have been completed, the “actual” listing optimization takes place. We create targeted content, observe all Amazon guidelines and apply our broad know-how and wealth of experience for keyword-oriented optimization.

Monitoring of optimization

A finished optimization can be put online initially, but must be constantly re-optimized. New competition and changes of the Amazon algorithm require a permanent monitoring of the newly achieved positions.

Which Amazon content can be optimized?

Ultimately, any content that a seller can change directly can be optimized on Amazon. These are areas on which a seller can have influence. There are modules or parameters that are more important for the Amazon A9 algorithm and modules that are “not so important” in the first step. In addition to those that can be influenced directly, there are also areas that can only be controlled indirectly (because a seller in the true sense of the word cannot actively determine what is happening in the area). These include, for example, the click through rate, the number of units sold, etc.

Title

The Amazon title is one of the most important parameters for any listing. It not only appears directly on the SERP and attracts the attention of a potential customer, but is also taken into account by the Amazon search algorithm. The most important properties and keywords should be immediately visible here. The length of the title is a balancing act: Amazon gives the seller the possibility to use up to 250 characters. Despite this possibility, Amazon began in 2017 in the USA to penalize products with more than 150 characters and in the worst case to deactivate them. This is how the e-commerce retailer wants to manage to standardize descriptions. However, this procedure limits the seller and limits the possibility of including the keywords in this parameter.

Attributes (also known as bullet points)

The attributes, known as bullet points, are the five listing points on each item detail page. These can each contain 500 characters. However, there are tests that show that only the first 1000 characters cumulated are considered by the Amazon search algorithm in the sense of the keywords. So it makes sense to use a maximum of 200 characters per bullet point.

Description

The description text is also important for the Amazon search, but with lower priority than titles and bullet points. The Google search also makes use of the content. With Amazon optimization, many merchants forget that the product listing page is also indexed by other search engines. In addition, this text should explain to the customer what he can expect when buying the article and what the advantages are. When optimizing for the Amazon search, user friendliness should not be left behind. The text may be approx. 2000 characters long for merchants from the Amazon Seller program.

General keywords

These are hidden keywords that only the Amazon search algorithm can see. Here, words can be used that would otherwise be difficult to place in the public text. Here it is again necessary to clarify strategic questions: do you want to be found e.g. under competitor brands (the use of these in the description is prohibited by the Amazon guidelines) or under search terms, which actually do not fit into the text? Maintaining appropriate keywords can create additional relevant visibility.

Services

How we build a sustainable Amazon strategy with a strong sales boost

From strategy to organic Amazon SEO optimization to campaign management: you take care of your product, we take care of sales.

Free and non-binding first analysis!

In a short initial analysis we examine your assortment and your Amazon marketing.
Do you have further questions on your mind? Would you like to know how we proceed? Please feel free to contact us without obligation. Whether by telephone, e-mail or via our contact form.

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+49 (0) 40 84 202 229

Write us:
contact[at]market-pioneers.de

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