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What is Amazon SEO?
The primary goal of SEO is to help your products achieve greater visibility on relevant searches. Optimizing your ads for Amazon’s search engine crawlers is a quick-fire way to accomplish this. A well-implemented Amazon SEO campaign will boost organic performance over time.
It would be best to strategically incorporate relevant keywords to improve your ads’ click-through ratio. The reason is that your ads will have better chances of garnering clicks when you promote them using the right keywords
How to Increase Your Amazon SEO Performance with Amazon Ads
One of the first ideas people think of concerning SEO is to rank a website highly on Google and other popular search engines. However, search engine optimization is much broader and goes beyond the scope of ranking for Google.
If your business involves selling products on Amazon, for instance, you will be interested in optimizing your Amazon ad entries to rank higher. In that case, you must optimize them for specific searches. But, how do you achieve this? Combining the power of Search Engine Optimization (SEO) and Pay per Click (PPC) strategies.
Why You Should Combine Amazon SEO with Amazon PPC
Most Amazon users seldom go beyond the second page of their search results while searching for products. As a result, most Amazon shoppers tend to buy one of the top-listed items cataloged on the search results page.
Pro Tip: Optimizing your Amazon SEO can drastically improve your Amazon PPC performance. Likewise, optimizing your Amazon PPC can significantly boost your Amazon SEO results.
SEO and PPC are two highly effective mechanisms for marketing success on Amazon. When combined, these two key players can become an unstoppable force. If you want to increase your traffic, boost conversions, enhance sales and generally magnify your eCommerce game, consider combining PPC and SEO. This strategy offers one of the most effective solutions to improve your success on Amazon.
Amazon SEO vs Amazon PPC
On Amazon, PPC and SEO campaigns pursue a similar result. They aim to rank your product listings higher on Amazon’s “Lookup” search results. This is very crucial because greater visibility means better opportunities to make sales. However, both campaigns utilize significantly different tactics. Nevertheless, the key is to understand how each strategy works. Doing so can drastically improve your brand authority and make your products visible to the right audience.
Here's a quick glimpse at how Amazon's search engine works:
A user visits Amazon’s website and inputs a lookup keyword (or search term) in the search field. The platform’s search engine crawlers then examine all the available results to find the most relevant, well-optimized product listings. It then fetches this data and catalogs them on the search results page according to the most pertinent. Meanwhile, the user can also use the filter option to narrow their search further (however, the same due process applies).
How to Optimize for Amazon SEO
Optimizing your Amazon product listings for SEO comprises two crucial processes: keyword optimization and content optimization.
Keyword Optimization
This process entails creating a list of similar key phrases on the merchandise catalog. These key phrases should be relevant to the product(s) you're trying to rank. Also, they should consist of keywords that one would expect potential buyers to use in their searches.
Content Optimization
As a rule of thumb, your Amazon product listings should always contain high-quality, pertinent images, compelling text, and relevant comments. Every detail must be tailored towards increasing conversions, improving call-to-response (CTR), and overall commerce.
Some essential points to keep in mind:
Optimize your titles
Stay within the prescribed character limit and try to incorporate at least two or three keywords.
Rank keywords according to their hierarchy of importance
As part of Amazon's page fulfillment, you must rank your keywords according to their order of value. You may start with the product name, similar search terms, relevant background terms, specified domain, and general merchandise details.
Strategically incorporate long-tail & short-tail keywords
Long-tails are excellent for FAQs and product descriptions. Short-tails are ideal for item names and lists. However, try to be unique instead of too generic.
Avoid keyword overuse
Don't make your headlines and product descriptions too long. It will thwart the search crawler's perception of the page. Also, it might offer a poor client experience.
Optimizing your titles and descriptions will boost your product’s visibility for the related keyword(s) in the lookup field. It will also help potential buyers to find your products quickly.
What is Amazon PPC?
A well-implemented Amazon pay-per-click (PPC) campaign will swiftly enhance sales. The process involves bidding for a chance to rank your product against a matching keyword(s). This way, your product can emerge among the top cataloged items for relevant searches.
Suppose a competitor offers $3.20 for a keyword, and you bid $4.00 on that keyword. In that case, you must pay only $3.21 to defeat your rival’s proposal. This means that your product listings will emerge for that keyword when users include it in their searches.
Pay-per-click campaigns can be implemented manually or automatically:
Manual PPC: Here, advertisers bid manually for keywords that match their product listings. Afterward, the system promotes the most eligible bid with the most relevant, well-optimized product listing.
Automatic PPC: The system automatically catalogs ads using a series of machine operations. It then displays the most relevant ads on related search results.
Common PPC Mistakes to Avoid on Amazon
One familiar mistake advertisers make on Amazon is keyword overuse. They tend to bombard their titles and product descriptions with unnecessary keywords, making it too cumbersome for search engines to crawl. Unfortunately, this kind of overdo can quickly thwart your PPC marketing efforts. Use fewer keywords and keyword phrases and only employ the most relevant ones.
Also, when bidding, note that Amazon strongly frowns at bidding for keywords for which you need to be more relevant and appropriately indexed. If you go ahead to bid for such keywords, it can hurt your bidding efforts or frustrate your campaign stats. The search engine’s crawlers will tend to perceive your brand as spammy. Therefore, you should only bid for keywords with the most significant relevance to your product listings.
How Do Amazon PPC Ads Improve Search Rankings?
Unlike Facebook and Google, where pay-per-click efforts do not directly influence your SEO performance, it’s a different ballgame on Amazon. If you implement your PPC campaign thoroughly and appropriately, you can immensely increase your overall SEO progress.
On Amazon, the same factors influence both organic and paid search rankings. Why? Because the company’s goal is to serve its users with products high on buy ability (demand, quality, and availability) and relevance. As a result, their paid ads system tends to use a similar algorithm as their organic placements formula:
CPC bid x Relevance x Buyability
The Amazon A9 Ranking Algorithm
Amazon uses a ranking procedure known as the "A9" algorithm to rank its product listings. This system typically works with fewer ranking factors than Google's "RankBrain" algorithm. The A9 algorithm succeeds by ranking product listings according to how likely they might lead to a purchase. It achieves this by evaluating the relevance of each item listing based on its performance.
How to Optimize Amazon PPC for Enhanced SEO Success
What makes a good Amazon ad? In essence, advertisements that are A9-worthy are suitable for Amazon ads. To optimize your PPC performance successfully and improve your product listings’ overall SEO, you must pay close attention to Amazon’s A9 algorithm. This would help you save time on several future edits to make your ads fall in line.
When optimizing for A9 eligibility, there are two critical things to consider: Relevance and Performance.
Amazon's A9 Relevance Ranking Factors
Amazon’s A9 algorithm seriously considers your product offerings’ relevance during user searches. It cross-examines your keyword use and its relevance to the user’s search intent and the item(s) you are trying to promote.
Here are some of the essential things that Amazon’s A9 relevance algorithm looks out for:
Product Title:
The product title is one of the most crucial factors the A9 algorithm considers. It cross-examines its relevance, the keywords used, and how you generally implemented your title. Ideally, your title should contain the most relevant keywords but do what is necessary.
Seller Name:
The seller’s name is another important ranking factor that A9 considers. It uses this to determine your ad’s relevance to the search. Interestingly, you’re likelier to rank higher if you have relevant keywords in your seller name.
Keywords:
Even though potential clients won’t necessarily see your keywords, they are visible to Amazon’s search engine crawlers. Keywords help these tools to understand what your product is all about. They interpret this information and use it to determine your product’s relevance and what lookup listings to place your ad.
Brand Name:
You can find this field under the listing title. The search engine uses this information to identify your products across various listings. Unlike your keywords, this feature is visible to customers. Therefore, ensure to keep your brand name consistent throughout your product listings.
Product Description:
Use your keywords strategically. Amazon’s search engine crawlers scrutinize every letter of your product descriptions. This way, they can better understand your ad’s relevance for various searches. Therefore, you should incorporate enough detail while keeping it concise and within the allotted character limit.
Product Features:
Amazon considers product features almost the same way as product descriptions. This information also helps it decide whether or not your Amazon ad is relevant enough to be included in specific search results. Therefore, you want to have as many relevant keywords in your product attributes. Nevertheless, try not to come off as spammy. Keep it moderate and natural.
Amazon's A9 Performance Ranking Factors
As an advertiser, you must understand that one of Amazon’s primary goals is to sell valuable products to its enormous customer demographic. Therefore, its algorithm examines the likeliness of users’ interest in your product and the degree of its selling potential. As a result, Amazon targets specific aspects of your product’s listing information for its “Performance Ranking” assessment.
Amazon’s A9 performance ranking algorithm considers the following:
Click-Through Rate:
Depending on users’ purchase intent, your product listing may garner more clicks on one search and less on another. Such features as size, color, brand, and other product characteristics can influence a buyer’s purchase. Therefore, Amazon examines your product’s click-through rate for different search inquiries to determine its performance and relevance for those searches.
Conversion Rate:
Your conversion rate is determined mainly by the number of clicks that result in a sale. Amazon takes this information seriously and uses it to define your product’s relevance. The higher your conversion rate, the likelier your products rank higher on Amazon’s lookup.
Product Price:
Price plays a crucial role in conversions. Customers are likelier to purchase a product when it falls within their budget and value. Customers are unlikely to pay more for an item they value less, especially if they can get it cheaper from another vendor. Therefore, set your product’s prices at an attractive rate for the best conversion results. Compare your product’s prices with similar products on Amazon’s lookup page to see how your products are faring.
Product Images:
Use high-quality images for your products. Images directly impact your click-through rate since products with high-quality photos are likelier to attract clicks from potential buyers. Furthermore, pictures influence your conversion success because you typically need more clicks to garner conversions.
Product Reviews:
Reviews and ratings are essential to Amazon’s A9 performance requirements. Brands with positive reviews from previous customers are likelier to gain the trust of potential buyers. The more excellent reviews your products have, the more trustworthy potential buyers perceive your brand. As a result, your products will attract more purchases.
As you continue to optimize your keywords and other fundamental aspects of your product listings, your PPC campaign will inevitably take a drastic turnaround. This change can benefit your SEO tremendously.
However, it would help if you do not relent when these improvements emerge. Note that, just like Google’s SEO, Amazon’s PPC is constantly evolving. Therefore, you must stay updated to find the best ways to up your game. Look for critical A9 elements and optimize them regularly to keep your product listings among Amazon’s top-cataloged ads. This way, your products will remain relevant, ranked higher, and appear in the right searches.
Combining SEO and PPC tactics is highly effective for success on Amazon. Together, these two forces are virtually unstoppable. Amazon Ads offers an excellent means to help your product listings appear in the right search results on Amazon’s lookup pages. Meanwhile, optimizing your Amazon SEO performance will help your brand stay relevant long-term. However, you can only achieve the desired results through intentional and well-implemented efforts.
SEO and PPC should function together since they provide much better results as joint forces. When implemented correctly, these critical elements can drastically improve your selling performance and your brand’s overall relevance.
Feel free to contact us to learn more about how our Amazon Ad services can benefit your business.
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