When it comes to SEO on Amazon, your goal is to cater to the Amazon A9 Algorithm and garner the maximum exposure to your listing. If you include a keyword in your listing copy, you will be indexed on that keyword. This means, if a customer types in that keyword in the search bar, they will eventually find your listing in the search results.
But how high in the organic rankings (searches) your product appears is another matter altogether. You can boost your organic ranking by running PPC campaigns on those keywords. However, getting indexed is the first step.
SEO on Amazon boils down to two primary activities:
Finding the best keywords for your products is not something you can do easily on your own. You could intuitively put in keywords that make sense and you’d probably come up with keywords that are far from useless. However, guessing isn’t enough. What you need is to find keywords that you know you want your product to be indexed on.
The best source of relevant, high-quality and high-ranking keywords is the list of keywords the top-selling products in your category are indexed on. This is not something you can get on your own, which is why it’s wise to use software. Software such as the AMZScout Pro Extension allows you to do just that.
For example, let’s say you want to optimize your silicone baking mat listing and want to know the main searches the top seller in the subcategory is indexed on. You simply need to open the extension on the page containing the search results, click on the higher selling listing and select “get keywords.” You will be shown this popup:
You can simply export these keywords and use them to populate your listing copy. Now that you have all the keywords you need, it’s time to find the best way of using them.
There are four elements of your listing that affect your SEO. In other words, there are four different and distinct segments of your listing copy that have the potential to impact the way the A9 Algorithm positions your listing in the searches. The different elements have a different level of impact, so you should prioritize the keywords accordingly. The list looks this:
The A9 Algorithm runs on relevance. The more accurate a keyword is in describing your product, the more relevant it is. This is why you should try to include your most relevant keywords in the title and then proceed down the list, including them in the other listing segments.
Keep in mind, your listing copy is not only for the purpose of being recognized and placed by the A9 Algorithm. You also need to create coherent copy that highlights the features of your product and relays the important information of interest to the shopper.
However, finding the right balance between catering to the algorithm and simultaneously, the interest of the shopper is not easy. It is common practice to prioritize one over the other depending on the part of the listing. Look at it as a spectrum, with prioritizing keywords on one side and prioritizing the quality of the content on the other.
When we put the four listing elements on that spectrum it looks like this:
Bear this in mind as you are writing your listing copy together with these two crucial tips:
This should give you a better idea of how indexing works and how you can use the keywords you have extracted to your advantage. It’s a matter of finding those crucial short, relevant keywords and any others that might align with your primary keywords and sprinkle them into your listing copy. Target those keywords within your PPC and if you have a good product, your exposure and indexing will grow over time.
Considering all aspects listed here’s how you should approach each of the individual listing segments:
In conclusion, here’s the takeaway: Try to get the best keywords you can by using sophisticated software and find keywords other best selling products are ranking for. Be mindful of the way you incorporate the keywords into your listing. By identifying high impact short-tailed keywords you won’t have to use as many and they can have a great effect on your ranking in the long term.
This way you can write a compelling listing copy and keep the shoppers interested while satisfying the A9 Algorithm standards. The principles behind Amazon SEO are simple, but often more complex to do in practice.