If you run an ecommerce business, it’s likely that you have a presence on Amazon. As the biggest ecommerce giant on the web, it’s necessary to devise methods to get your products to the top of the Amazon search results. Luckily, with a bit of know-how, it’s entirely possible to rank your products for relevant keywords on Amazon’s platform. With that in mind, here are several ways you can utilize the Amazon ranking algorithm to your advantage for your ecommerce business.
Understanding the Amazon Search Algorithm
The difference between Amazon’s search algorithm and Google’s is quick simple; users searching on Amazon are purely looking for products. As such, Amazon’s search algorithm is geared toward what they think its customers are most likely to want to purchase given the keyword they are searching. Amazon determines this by combining products and search queries, and creates millions of different results for all possible keyword combinations. If you’d like to learn more about how this works, you can check out this handy Amazon SEO guide, which dives further into how you can best utilize the Amazon ranking algorithm.
Performing Keyword Research for Your Amazon Listing
Before anything else can be done, you need to make sure that you are optimizing your listing for the right keyword. As such, you need to make sure that you’ve identified all relevant keywords to your product. To do this, you should look at your competitor’s listing to see what keywords they are optimizing for, and then use a free Amazon keyword research tool like Sonar to find out the keyword volume and keyword difficulty of keywords that are relevant to your ecommerce business. Once you are able to use these metrics to choose what keywords to optimize for, it’s time to make your listing as enticing as possible to both Amazon and to your potential customers.
Optimizing Your Amazon Listing
once you’ve selected keywords that are relevant to your ecommerce business and that you could potentially rank for, it’s time to actually optimize your Amazon listing for these. Doing so will allow your products to come up naturally for relevant search queries within Amazon. To do this, you should consider using Amazon Enhanced Brand Content. To qualify for this, you need to register yourself as a brand owner, and then be approved by Amazon. Note that you will need to actually own the brand of the products you are selling to do this.
Once you are approved, the next step is to utilize this within your own product messaging, and proactively answer customer questions and queries within it. Doing so will increase your conversation rates between 3%-10%. Within this content, you also need to make sure you tell your brand story and appeal to your brand persona, sprinkling relevant keywords throughout. In addition, you should make sure that you use a quality product image, as Amazon will not rank products well that have poor quality images.
Optimizing your ecommerce business for Amazon’s search algorithm can be a huge game changer. Just make sure that you put in the work and that you optimize correctly for relevant keywords – otherwise all of your efforts will not have the intended effect of ranking your products better on Amazon.
Guest article written by: Ales Schnee
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