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Amazon SEO Optimization: More Sales, No Overtime

Updated: Nov 26, 2020

How does "More Amazon Sales & No EXTRA Work" sound?

That’s what you get when you optimize your Amazon listing with the right keywords. You wouldn’t believe the impact one small alternation of keywords positioning OR ignoring/adding one relevant keyword could produce.

Why should you optimize your Amazon SEO ASAP?

Because you only do it once and it just keeps on giving:

* Increased on-page traffic

* Higher ranking – more chances for your products to be seen by your future clients

* More conversions – persuasive, stellar copy that will convince people to “buy now”.

Amazon is officially the online shopping Google

According to a NPR/Marist Poll, 44% of people determined to purchase something from online shops will turn to Amazon search from the start, and skip Google, with only 33% starting their shopping journey on google or Etsy (5%). In other words, fewer people start the shopping on Yahoo, Bing or Google. Amazon is now the first choice, particularly for people who already know what they want.

Why do you need to rank higher on Amazon?

According to Sellics, 90% of Amazon shoppers only browse through the first 3 pages of search results. So, JUST 10% venture further. If your items don’t make it to pages 1,2 or 3, start praying because only a divine intervention can boost your sales.

SEO listing optimization fixes your listing by using the best keywords

Missing a critical keyword on Amazon - how bad is it, doc?

I hate breaking it to you, but superficial keyword research leads to the risk of leaving out at least a major keyword that you weren’t aware of.

So, what could possibly go wrong?

You cut down your own sales by 10-20%. AND wait, next: slow sales, which on Amazon means a Lower ranking.

By optimizing your Amazon listings with deeply-researched keywords, you improve keyword rankings and you make sure clients find you faster in Amazon’s search results.

Higher rankings = more orders, conversions or sales – call them as you please – but the idea is that your products get found easier for as many keywords as possible.

More Clicks generate More Sales which lead to a Better/Higher Ranking and guess what? Even More Sales!

With proper keyword research, you’ll win the edge over all your most-feared Amazon competitors. In order to get exact Amazon buyer keyword data, you need the best tools on the market. You can find here "A few TIPS for your SEO and Keyword Research". Apart from these, you can turn to your competitors and elegantly spy on their keywords with tools designed for this exact purpose. They're called "Reverse ASIN Lookup tools" and they are very popular because they return the keywords your competitors are indexed for.

I'm taking Sellerapp's solution for a spin. Simply paste one of your competition's ASIN and press "search".

ASIN keyword investigation to complete your SEO competitor analysis.
You can use Sellerapp to view your competitor's keywords

Assuming you're selling "silk scarves", here's what your "opponents" are being indexed for:

The results show:

  • search volumes for the first results

  • keywords placement (title, bullet points, backend)

  • as well as CPC.

Not too bad considering I haven't even signed up for the free trial.

ViralLaunch, in their article titled Taking the Reverse ASIN Lookup to the Next Level claim they have an ever better Reverse ASIN solution that targets not just the ASINs you're interested in, but the whole Market you're a part of. After running a Reverse Market Lookup on thousands of high-ranking listings across relevant markets, you get a significantly better 360 degrees view of the keywords spectrum in your market of interest.

You can also try CEREBRO from Helium 10, Competitors' Keywords Finder from AMZ data studio or Sonar from Sellics.

Combined with Amazon's auto-fill, all the resources above should give a powerful list of keywords which have to be inserted in your Title, Bullet points, Product description and Back-end search terms.

Simply type in your main keyword into Amazon search and you'll have the auto-fill displaying other relevant suggestions
Amazon auto-fill is a fantastic source of top-indexed keywords

Use the keywords with the highest search volumes first (in the Title) then move to the other ones while getting to the next section of your listing.

The leading 5 areas driving Amazon product ranking and display in search results

1️⃣ PPC or Display Ads

2️⃣ Best-selling items

3️⃣ Products with top margins

4️⃣ Products from AMZ best-sellers

5️⃣ Products that meet customers’ past actions.

BONUS: TOP 6 AMAZON power-SEO hacks for fully-optimized product listings

1. Product title

Include at least 3 powerful, relevant and highly-searched target keywords and focus on a natural tone/flow, smart formatting and increased readability ( use symbols like - , []| () to stand out and to break up content). If you need a hand, you can check the Title Builder Tool i've written about here. It's not 100% accurate, but at least it will get you out of the dark by including the higher-ranking key phrases and will display the search volumes as well. So give it a try.

2. Relevance

Always place the most relevant key-phrases or words first. Most users shop from their mobiles or tablets, and only the first 20 or so characters will be displayed, therefore, SEO and product pictures aside, it would be better for them to be able to understand in a few seconds if it's your item they're looking for.

3. Product features (Bullets)

The terms included in the bullet points do weight as much as the ones in the Title or Search Terms, so make an agile use of the entire character limit allowed. Keep it short, keep it simple and make it look readable and clean. Be as specific and possible and remember that most people don't move on tot he product description section. This is your best chance to convince them of your product's benefits and this is where they might make up their mind.

  • Talk about the features of the product and "translate" them into irresistible benefits.

  • Be concise and not too technical: Our product Does THIS. You'll Get THIS result.

  • What or Who is it for – Who uses your product and on which occasion. Can it be a gift? If so, who would be the happy recipients and when (Birthday, Christmas, Valentine's).

  • Details about guarantees and refunds - convince them they're not taking any risks by purchasing your product.

4. Product description

Although Amazon experts and Amazon consultant agree that this section doesn’t have a direct impact on ranking, it is indexed on Google and it might make a difference on Google search (a key winning point especially when Amazon will “bury” your product if your stocks are gone).

Now as i mentioned before, not many online shoppers get here and have already decided if they're making a purchase or not , BUT in case they do, it means they're not convinced yet OR your price tag could lead them into further investigations until they make the purchase. So let's impress them:

1. Give more compelling and enticing details about the features and how they can benefit from them.

2. Keep writing until you the 2000-character limit alert is on fire.

3. Break the text in paragraphs, use taglines, titles, subtitles. Make it as pretty and as easy-to skim as possible.

4. Bold formatting and spaces between paragraphs are your best friend if you don't have the EBC "powers". You can use to convert any boring text into cool, eye-catching HTML.

5. Think of your customer's pain points and nail them one by one with your outstanding product features.

6. Try to use unique words and not to repeat keywords too much. Amazon's algorithm doesn't award this anyway.

7. Keep it punchy, not too "salesy" nor "keywordy".

8. Call to action.

5. Nail your "Search Terms"

Fill the back-end search terms field with the remaining keywords you didn’t include in the title, bullets or description. Don't use any punctuation, NEVER USE BRAND NAMES here, don't duplicate keywords and don't go over the 249-characters space limit.

This should look like a clean string of unique and highly-relevant adjectives or nouns related to your primary key phrases. Also, make sure to list words in the most logical order because, for instance, people would rather search for "teddy bear" rather than "bear teddy". Sounds about right, doesn't it?

6. Don't be afraid of Brand names

Include brand names along keywords in your Amazon listings – to increase organic ranking (not recommended for listing Title NOR Search Terms though, but you can safely use other brand names especially if you're selling electronics and your item is specifically designed for a particular brand or model or it's compatible with X, Y, Z *insert famous brand*).

Good luck and happy selling!


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