Although Google optimization is already a common practice for both paid search (SEM) and organic search (SEO) for a few years now, and SEO experts are frequently hired to improve website visibility on search engines, Amazon Optimization still represents hugely-untapped potential.
By ignoring Amazon Keyword Optimization (which is only a part of Amazon optimization), online sellers have no idea what they’re missing.
It's written in the...NUMBERS
Because it’s official (at least for 2018’s US consumers): Amazon is the equivalent of Google for online shopping, with 44% of online shoppers heading straight to Amazon when they figure they want to make a purchase. Google ranks second, with 33%.
Yes, indeed! According to a NPR/Marist Poll conducted throughout the continental US in 2018, online consumers love Amazon:
69% of Americans have purchased at least an item online
92% did it straight from Amazon.com.
Trust is the leading factor that keeps their loyalty alive since 67% of online shoppers report having either enough (35%) or a great deal of confidence (32%) in having their personal data safely protected by Amazon.
What does this mean to Amazon SEO?
1. Amazon is the leading search engine for product search and purchasing.
2. Market domination without optimized Amazon pages is less likely to occur.
3. Amazon’s A9 algorithm becomes the Holy Salesforce Trigger of successful AMZ ranking and converting page visitors into buying customers.
So if you want to make it big, maximize your impact and rank on both Google and Amazon.
And for this to happen, we must be familiar with the differences and the similarities between the two. I’ve already discussed what sets them apart (see the Amazon SEO vs. Google SEO article).
Now, WHERE and HOW do they click?
Top 6 Similarities Between Amazon and Google Search Algorithms
First of all,
1️⃣ Both algorithms are still cases of “Trial and error” for most users because the exact ranking rules and proportions are still not completely revealed. So until somebody spills the beans, “the truth is out there” so to say…to everyone’s despair.
2️⃣ Both display both Organic AND Paid Search
3️⃣ Higher ranking increases sales and page traffic
➡️ For Amazon, the ratio is 16/2 and 14/2 for mobile app (each results page displays 16 (14 for the mobile app) organic results and 2 paid.
➡️ For Google, the ratio is more dynamic, but they do show an average of 10 organic results per page and various paid ones).
4️⃣ Ranking can be influenced and optimized with the right strategies, including SEO optimization.
That's why it’s important to know which factors are considered by the two search engines. They both update their algorithms from time to time, and for instance now, (October 2018) Amazon focuses on the performance and relevance of the following factors:
Search Terms (keywords), Range of Selection (color, models, etc.), Price, Stock Availability, Sales Record, Customer Reviews, Click volume.
...while for Google, we have:
Referring domains, Total number of backlinks, Organic click-through-rate, Content quality, Mobile usability, Dwell time, Domain authority, On-page SEO.
5️⃣ Relevance requires time and perseverance.
It takes time and consistent effort to stay relevant. Even if Marketing and SEO experts have already invented strategies that guarantee 1st-page ranking in x days (see the article about the brilliant CPR method courtesy of Helium 10), when we talk about Amazon Listing Optimization, I still think it’s never safe to place all your SEO eggs in one basket.
Therefore, dear Amazon seller or vendor, be wise. Always think long-term. Always think Google AND Amazon. Therefore, for instance, even if Amazon suggests to avoid keyword repetition, I would still place the main 3 keywords at least 2 times across the Amazon listing content just to be on the safe side.
Takeaway: The best practice is to tackle both (G & A) and to create optimization strategies for immediate AND for long-term results.
6️⃣ The only constant is "change": success doesn’t come overnight. Active monitoring, frequent reviews, and improvements are vital.
Maybe you want to try and target different keywords, maybe you prefer focusing on long-tail keywords that are not that competitive but require patience or you're after the "blue chip"/"big-fish" key phrases. Whichever you pick, keep an eye on your sales and on your traffic analytics. See what works and what doesn't. Just try it, ok? And to end on an X-files-inspired note, success is out there, my friend! Go and get it :)
P.S. If you need a talented Amazon content writer to write captivating Title, Bullets, Product descriptions - all SEO-optimized, do let us know at firstname.lastname@example.org or find out more from our Amazon Listing Optimization Service page.