Amazon Advertising is the most sure-fire method for getting your products at the top of an Amazon SERP (search engine results page), but paying for those top spots isn’t the only way to have your products catch a potential customer’s eye.
We recently sat down with the Amazon SEO geniuses at ZonGuru and discussed how sellers who are PPC-centric can use tools they are familiar with to optimize their listings for organic traffic.
How Does Amazon SEO Work?
When most marketers think SEO, only one name comes to mind: Google. Similar to how Google finds the most relevant pages for specific keywords, Amazon also uses an algorithm to help customers find the best products for a particular search.
While the basic premise of the Google and Amazon search engines are similar, there’s also a key difference that changes how the two engines work. For Google, relevance is the most important factor, but Amazon isn’t incentivized to show you the best product. Instead, Amazon wants to show you the product you’re most likely to buy.
Amazon’s A10 algorithm ranks products based on the likelihood of a purchase, and while we don’t know exactly what factors the algorithm uses, there are areas where sellers can set their products apart.
How Does Amazon Determine the Likelihood of a Purchase?
When looking at what makes someone likely to purchase a product, we have to first look at the product listing.
A product listing is essentially the individual page your product has on Amazon’s website. Each product has one, and sellers have control over everything pertaining to their product on that page.
There are a few key areas of the product listing that are very important when trying to optimize your Amazon product ranking:
- Product Title
- Product Description
- Product Images
For organically ranking on Amazon, you must be very clear about your product. Put your most important keywords in your product title. When looking at the product description, make sure you have a bulleted list of features written out. This list is essential if you want to win the buy box.
Amazon also wants your images to be compatible with its zoom feature. Aim for 1,000 X 1,000 pixels or larger. On top of that, make your images the highest quality possible.
Your Business Practices and Amazon SEO
It’s always a good idea for sellers who are just starting to pay attention to their SEO to start with their product listing. Why? It’s very easy for a seller to change the title and description of a product or change an image. It’s much harder to change how your business is run, which Amazon values (maybe even prefers) when ranking products.
When looking at the areas of your business that Amazon values the most, there’s nothing that seems to be more important than conversion rate. As we mentioned earlier, Amazon is incentivized to promote products with high conversion rates so they make more on commission.
Next, take a look at how you stack up against your competitors when it comes to reviews. Products with higher reviews and more reviews are deemed to be better products by Amazon.
Take a look at these two rows of products. It’s very rare to see Amazon give priority to a product with a low number of reviews and products with few reviews usually have to pay to rank high on a SERP.
The final area of your business that we’re going to touch on is inventory management. Amazon won’t show a product that a customer can’t buy, so not having inventory is the fastest way to disappear from Amazon’s SERPs.
How to Fix an Underperforming Account
We’ve always believed that Amazon values momentum. Let’s say you’re a seller who is just getting crushed when it comes to organic traffic. You aren’t ranking high, you’re not converting, and (most important) you’re losing money.
How do you start moving your Amazon advertising account in the right direction?
Find an easy way to win and build momentum. Not only does the inclusion of keywords matter in your product listing, but the positioning also serves as a gauge for Amazon on what’s the most relevant keyword to your product. To build momentum, find a keyword with some traffic (not tons) and put this keyword in your title.
As your product wins for this keyword, find another one, and then repeat until you find that you’ve got so much SEO “juice” that you’re competing for high volume keywords.
Keep in mind that, even though you aren’t optimizing for high volume keywords while getting the SEO “juice,” you still want the high volume keywords in your listing.
How to Find Quality Keywords with Low Competition
It can be tough for sellers who are new to Amazon SEO to find keywords that are high quality with low competition. That’s essentially the goal for any SEO, but with Amazon the amount of tools at a seller’s disposal is significantly lower than a platform such as Google.
While finding these keywords would be difficult if you are only trying to rank organically, and essentially guessing which keywords to use, using an automatic campaign in Seller Central can make the process much easier by removing the guesswork.
Automatic campaigns give sellers everything they need to know about how their products convert for certain keywords. Plus, you will see keywords in an automatic campaign that you never even thought about trying to rank for.
Once you’ve found these quality keywords, optimize your listing and try to rank for the keyword organically.
Amazon SEO is probably the most underutilized tool for sellers who rely heavily on their PPC campaigns. Sure, we want to optimize for conversions on our product listing, but optimizing your listing to rank and convert requires more nuance.
Apart from your listing, Amazon puts a ton of stock into the quality of your product and your business. If you have sound business practices and show that you can make Amazon money (via commission) then you already have a leg up on your competition.
Finally, if you are just getting started with Amazon SEO, turn to something that is in your wheelhouse and use an automatic campaign to find keywords you convert for that don’t have tough competition.
Discover Us on our PPC Den Podcast
If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well.
Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!
- 1:10 Intro
- 7:00 The nuts and bolts of Amazon SEO
- 21:00 Handling an underperforming account
- 28:50 Keywords and Amazon SEO
- 42:35 Using Amazon SEO and PPC
- 48:10 Closing thoughts
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Watch Mike & Stephen on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe.