WITH AMAZON SEO IT IS LIKE IN SPORTS: ONLY THOSE WHO ARE ON THE PODIUM WIN!
Already today, more customers use Amazon for their product searches than well-known search engines. The Amazon product search has become its own search engine in recent years and is therefore subject to the same mechanisms of action. The most important point is undoubted: For customers, only the top results are usually relevant. A small fraction makes it to page 3, and you’d have to pull out a magnifying glass to find those who make it past page 3.
Studies on the click behaviour of users on Google can be easily transferred to the behaviour of customers on Amazon. Within the first results, the user usually finds the desired information or, as in the case of Amazon, the desired product. After all, who has the time today to look at more than 10 pages of similar or almost identical offers? Consequently, it is essential for retailers on Amazon to play at the forefront.
BUY, BUY, BUY! AMAZON SEO AND THE USE OF A RANKING ALGORITHM
Amazon is first and foremost a large online retailer whose goal is to sell as many products as possible. Sounds perfectly logical! For this, it is important to meet the needs of the customers and that starts with the search. Amazon has installed two effective mechanisms with product filtering and arrangement so that the “searcher” is shown the right article after entering it and is then more likely to buy one of them. The latter is determined by the so-called ranking algorithm. The two steps in the search are particularly important for Amazon SEO. So what’s happening here?
THE PRODUCT FILTER AS A CRITERION FOR AMAZON SEO
You may know it from your own experience: Amazon is a true product giant. The platform lists a total of 160 million articles and new articles are added every second. A good and effective search query makes sense for a user who is looking for a romance novel for their next vacation or headphones for sports, for example. With the search query, the platform tries to make the result as specific as possible for its customers, so that only the relevant articles are displayed, which include a subset of the content of the entire range.
But how does Amazon do that? Simply explained: All the words of the request must be included on the product page and the main image must be included. Otherwise, your article will not be listed. The first point is therefore particularly interesting for Amazon SEO.
For the word query, Amazon takes into account the information fields of the product page. These are, for example, the title, the description and the bullet points, but also the brand or colour. If a customer searches for a blue Adidas t-shirt, only results containing a blue, shirt and Adidas will be displayed. The keywords at Amazon are handled in the same way as you know them from Google’s “commercial” keywords: filler words, upper and lower case, singular and plural are irrelevant. Things are getting really hot now, because, for retailers, this means that a page on Amazon, with the most relevant keywords, needs to be SEO-optimized for the best result. The right content is also king on the trading platform.
SORTING AS A CRITERION FOR AMAZON SEO
Now the content-related aspects of the search query are placed in order. This is for clarity, but also to influence the purchase probability. Which products end up at the top is determined by the already mentioned ranking algorithm. We find the same principle with Google. Based on special criteria and properties, the platform positions products at the top that offer the best chance of actually making a purchase. Two factors are taken into account in the weighting: Firstly, the performance based on the click-through rate, conversion rate and sales, and the relevance of the content based on the keywords. Here you can already clearly see what an important role Amazon SEO plays: In order to be as high as possible,
AMAZON SEO, THE PERFORMANCE AND YOU
It’s only natural that products that perform well should come out on top. As already mentioned, this is measured using the click rate and the conversion rate. The click rate provides information about how often an article is clicked on. The more often the better in the overall eyes of the platform. This is always set in relation to keywords and ranking.
Fact: The more often a product is clicked on for a specific keyword, the higher the ranking!
The conversion rate, on the other hand, shows how often a prospect turns into a customer and actually buys the product. If this is in the lower range despite a good click rate, the product will fall in the ranking. Why? Because according to Amazon’s assessment, the product page seems to arouse false expectations or information is simply missing.
Fact: If the click rate and conversion rate do not match, the retailer loses rankings.
For Amazon SEO, this means: Keywords must be embedded in an informative and user-friendly context on the product page. The performance factors can only be influenced by the dealer himself via the product presentation and the conditions. Above all, the choice of an appealing image and the title are particularly important for buyers. Ratings, labels, the right category, and good pricing are other elements that affect CTR.
A user-friendly product page with real added value for the interested party ensures a good conversion rate. More pictures, bullet points, detailed product information, descriptions, ratings and answered questions are the most important criteria.
IF YOU WANT TO BE RELEVANT WITH AMAZON SEO, YOU KNOW HOW TO OPEN DOORS WITH KEYWORDS
The relevance factors reflect how well an article matches the search query. This is measured via the keywords. It was not only important for the ranking that the keywords were included on the page at all, but also where and in what order, because all important information fields are weighted differently. In addition, the keywords should line up in an information field and not be scattered across.
Fact: The shorter the title or the bullet point, the higher the relevance is estimated for this search term.
CONCLUSION: THOSE WHO MASTER PERFORMANCE AND RELEVANCE WITH AMAZON SEO DECIDE THE PURCHASE FOR THEMSELVES
As Amazon experts, we at Suchhelden know about the high level of competition on the online platform and how important it is for retailers to offer their own products here. Only when relevance and performance factors go hand in hand and form a harmonious symbiosis can you as a retailer positively influence the ranking in order to create higher purchase probabilities.
