Amazon 101: SEO Keyword Optimization
Keyword function has evolved considerably since the growth of e-commerce – the purpose now requires intention as opposed to the tossing every relevant term into the back-end search terms. Amazon’s search engine has grown into a strategic ranking algorithm that redefines the function of key terms, and we’re here to help you navigate the basics of keyword optimization.
The Amazon Algorithm
Amazon SEO is not the same as Google SEO. Amazon’s search is intended to sell and product ranking is used to capitalize on the profits generated from those sales. The Amazon search algorithm is dependent on two factors:
- Performance: Performance factors reflect the success and popularity of a product among customer purchases; the key metrics that contribute to these factors include the overall sales, click-through-rate (CTR) and conversion rate.
- Relevance: Relevance factors indicate the relevancy of the products to the keywords used in the search query. Relevance factors are measured by search relevance, keyword positioning and keyword usage.
There is no instant-fix for improving search rank. The algorithm is constantly changing and requires consistent keyword research and strategy. However, maintaining a general understanding of the basic function of the Amazon algorithm is the first step to successful optimization. You can include keyword data in the following locations:
Keyword Selection & Optimization
The Amazon platform has conditioned shoppers to find what they are looking for within the first page or two of search results. Aside from sponsored products, that leaves only about twenty opportunities to rank on the first page of the search results depending on the category. There are many tools available for researching relevant keywords that offer a report of the most commonly searched terms surrounding a specific keyword. Using these resources for the initial keyword research will help you better understand the types of keywords associated with the product you are listing.
Amazon has not only become one of the largest e-commerce platforms, but it has also evolved into a fully functional search engine. Consumers go to Amazon looking for a category of product, and often use long-tailed search terms if they aren’t looking for a specific product or brand. Long-tailed keywords are search terms that include more than just the product term. For example, instead of paying a high premium on the CPC for “running shoe” and getting bogged down in pages on pages of search results, try creating a more targeted keyword like “lightweight running shoe” that better suits your brand.
The purpose of strategic keyword placement is to increase visibility and organic search ranking of product listings, ultimately leading to improved click through rates and sales. Thorough keyword selection with consistent optimization is the best practice for improving the health of your listings. Stay tuned for next week’s blog post to learn how your advertising efforts work hand in hand to improve your listing’s relevancy for your targeted terms.