How Amazon SEO Remarkably Boosts Your Amazon PPC and Visibility
When you are an Amazon seller, you know that it is essential to have a good Amazon SEO strategy. But did you know about Amazon SEO and how it can help boost your PPC and Visibility? This blog post will discuss how Amazon SEO can help improve your sales and visibility on Amazon. We will also provide tips for improving your Amazon SEO. So if you want to maximize your sales on Amazon, be sure to read this blog post!
Table of Contents
- What is Amazon SEO?
- What are the key metrics of Amazon SEO?
- How Amazon SEO Works
- But how does Amazon rank millions of products?
- How does Amazon determine purchase probability?
- The Differences Between Amazon SEO and Amazon PPC
- How to Improve Amazon SEO?
- How to Combine Amazon SEO and Amazon PPC?
- Amazon Advertising with Eva
What is Amazon SEO?
Amazon SEO means optimizing your product listing to improve its organic ranking in Amazon’s search results. These improved rankings increase the visibility of your products (measured by more impressions), so more shoppers click and, ultimately, more sales.
Like Google, customers on Amazon enter a keyword to find what they’re looking for. They primarily click on the first few results and rarely go for a product on the second, third, or other pages.
When talking about Amazon SEO, we focus on organic search results. These are product listings that are not paid. Therefore, Amazon’s algorithms determine organic search results to deliver the most relevant to the users’ queries. In this regard, they’re totally different from Amazon PPC, but.
If you run an Amazon business, the concentration of clicks on top results means that rankings on Amazon are an essential success factor for your business. Simply put: the higher you get ranking, the more you sell!
If your rank gets to page 3 or lower, you are unlikely to sell anything. In addition, over 66% of buyers have now started searching for new products on Amazon. So if your products aren’t Amazon SEO optimized well, you’re missing out on sales potential!
A product’s ranking is determined by an algorithm called “A9” (A is shorthand for “algorithm,” and 9 simply refers to the 9th generation.) Since this algorithm decides the fate of your success at Amazon, it is a good idea to understand this a little better.
What are the key metrics of Amazon SEO?
Amazon prefers to remain mysterious about the ranking algorithm, just like Google. But many experts have determined some of the key factors of Amazon SEO by running numerous A/B tests. Below are some of the most important ones:
- Keywords (or search terms) in the title of an Amazon product listing.
- Keywords in the header tags(h1, h2, h3, …)
- Back-end keywords,
- Keywords in the body and descriptions
- High-quality product images with related alt texts,
- Content relevance,
- Brand Field,
- A+ contents
How Amazon SEO Works
With millions of products on Amazon, customers enter hundreds of millions of search queries every day.
For every search query, Amazon has to decide which of the millions of products it will show at ranking positions No. 1, No. 2, etc.
But how does Amazon rank millions of products?
Amazon ranks products based on purchase probability. Three parties come together on Amazon: a customer, a seller, and Amazon. Customers come to Amazon for only one reason: they want to buy! This search intent represents an inevitable contrast to the mechanics of Google.
Take this example as the main difference between Amazon SEO and Google SEO: When a user types “MacBook” into Google, it’s unclear what this user is looking for. The user may wish to buy a MacBook, but they might be looking for information about a MacBook or an image to be used in a presentation. Typically, search intent on Google is described as one of three main categories:
Informational: The user looks for information or answers to questions (for example, What is Amazon SEO?)
Transactional: User wants to make a purchase (e.g., buy a MacBook)
Navigational: The user is aware of which website they want to visit.
But on Amazon, there is only one intent behind every search query: a transaction because users are on Amazon because they want to purchase a product.
Sellers also use Amazon for only one reason: selling on Amazon! Ultimately, Amazon wants to generate revenue, but Amazon will only make money if the sale goes through (Amazon receives a 15% commission from the seller or collects margin from the seller).
All three parties (buyer, seller, and Amazon) share a common goal: they all want a transaction!
Therefore, Amazon aims to create an algorithm that maximizes the number of transactions. To achieve this, Amazon aims to place the product that shoppers can buy at rank #1, the second most likely at rank #2, and so on – for every single search query. In other words: Amazon wants to rank all products based on purchase probability.
Keywords and performance determine a product’s Amazon SEO ranking, thus the purchase likelihood. Amazon ranks products based on purchase probability. That leaves us with the question:
How does Amazon determine purchase probability?
Amazon follows a two-step process to give ranking for millions of products in a few milliseconds.
Step 1: Keywords affect Amazon SEO and determine whether your product’s ranks
First, Amazon filters out all non-relevant products from the customer search query – by looking at keywords.
If a product doesn’t include all keywords in a search query, it may not appear in search results.
The move is also technically crucial because it significantly reduces the number of products Amazon needs to sort by purchase probability.
Step 2: The product and seller’s performance quality affect the Amazon SEO
Secondly, Amazon determines the purchase probability for the remaining products and ranks them in a specific order. For that, Amazon considers the performance of the products and the associated Amazon business.
Performance is measured by the click-through rate in search results, the conversion rate on the product detail page, and specifically sales. These are important KPIs for Amazon because they represent users’ steps to purchase a product.
Amazon considers these KPIs for a keyword-specific level: An MacBook, for example, will have different CTRs, conversion rates, and sales for the keywords “Laptop” and “MacBook.” This also applies to Amazon SEO, meaning that you’ll have different organic results for a general term such as “laptop” instead of “MacBook.”
The Differences Between Amazon SEO and Amazon PPC
The term “Search Engine Optimization” refers to boosting the quality and quantity of traffic from search engines’ organic or natural search results. For example, every product on Amazon has an ASIN. Each one is indexed for certain search phrases depending on the Amazon SEO content of the product listing. The title, bullet points, descriptions, back-end search terms, and subject matter fields are all included in this information.
To improve your product’s organic exposure, conduct well-thought keyword research and use it in your product description page in all sections listed above. Then, when a consumer arrives on the search page — or, in other words, when the product listing converts on that search term.
On the other hand, Amazon PPC, or pay-per-click, is a keyword-based auction where sellers bid to display a sponsored products ad for a particular term. The auction is a second-price auction on Amazon PPC, which means you will never have to pay what you bid on that term; instead, you will pay one cent more than the second-highest bidder on that search.
If you bid $2 on a keyword and your competitor bids $1, you will pay $1.01 to beat your competitor’s price and appear for that phrase or search term. That can be manual or automatic. Manual Amazon PPC campaigns enable advertisers to bid on specific keywords relevant to a product with different match types. Automated ad campaigns display advertisements depending on each listing’s SEO content.
Increase your organic exposure by driving more sales for a specific search phrase, which is decided by Amazon’s ranking algorithm, by driving more sales for that search keyword. Here are some basic factors affecting Amazon SEO:
Here are a few practices to consider while growing your Amazon Business with Amazon PPC and Amazon SEO.
How to Improve Amazon SEO?
Include two to three keyword search terms in your product names, and don’t go over Amazon’s character limit.
Instead of single keywords like “oven” and “glove,” use phrases like “oven glove,” so the Amazon search algorithm ranks your product based on those terms together. Otherwise, if you use split keywords, the algorithm automatically groups terms together, which can be the incorrect combination for the index.
You should prioritize your keywords by placing them in the following order regarding Amazon SEO:
back-end search terms,
subject matter field,
Long titles and product descriptions with many keywords detract from the flow and clarity of your content, which leads to a poor customer experience. Do not be wordy. You should not use long titles and descriptions.
How to Combine Amazon SEO and Amazon PPC?
A powerful mix of Amazon SEO and PPC will help you improve your ranking and conversions like never before. Both are important at the same level; you should combine the two approaches to increase your audience and sales.
It’s all about relevancy when placing adverts on a website. That implies they’ll only work and show up if the cost-per-click (CPC) campaign runs smoothly and is related to the users’ needs. Furthermore, PPC operations can only work if a product catalog has been optimized for relevant keywords using Amazon SEO.
Every Amazon PPC aims to increase sales. Nobody wants to invest in an ad that won’t make a profit. When customers visit an item page and decide to buy that product, known as a conversion, Amazon SEO helps you strengthen your Amazon PPC campaigns and helps you get the conversion. In other words, Amazon SEO helps you add relevant keywords and higher quality content to your product page, which also boosts the quality score of your PPC ads.
In addition, newly introduced items generally do not have a long sales history. Accordingly, it lacks yield statistics, which initially hurts organic ranking. Amazon PPC has the potential to change this by directing people to a product catalog and therefore encouraging commerce. As a result, it can play an essential role in leading organic sales in the future.
Amazon Advertising with Eva
Eva can assist you in improving the efficiency of your Amazon ads and reducing the number of hours you spend with its state-of-art Amazon advertising, which also includes Amazon SEO optimization, creating content for your product that Amazon will love, and so much more!
Eva’s Amazon advertising team develops a cost-effective Amazon SEO roadmap for your business. We audit your store and develop a plan to help you expand your Amazon business and enhance your ranking and visibility with 24/7 customer support. Eva also offers you an advertising dashboard that you can monitor all the advertising activities of your store plus pricing, inventory management, sales analytics, etc.
Amazon SEO and PPC are essential for becoming a successful eCommerce business on Amazon. So you need to combine both of them to increase your profit.
If you do not know where to start, begin working with Amazon SEO and concentrate on practical and related keyword selection. Then using Amazon PPC can benefit from a good list of well-chosen keywords. Amazon SEO and PPC should work together as two components of an online strategy. When the two of them are combined, their benefits are amplified much further for your store.
While these may seem like daunting tasks, our Amazon Advertising team at Eva can help you get the most out of your campaigns and increase your profits. In fact, we’re currently offering a Free PPC audit so that you can see how your campaigns are performing and where there is room for improvement. Don’t miss out! Get your free audit and Book a call with us today!