Tips on how to rank well on Amazon
- SEO within Amazon differs from that on sites such as Google as the same points are not taken into account.
- Sales and positive reviews are some of the aspects that Amazon weighs when ranking products in search results.
The literal definition of SEO is “search engine optimisation”, i.e. improving product features that have a direct impact on visibility. As each search engine has different characteristics, it is important to focus on the specific aspects that each one addresses. Therefore, using the same positioning techniques on Google and Amazon is useless.
Below, we will show you what to look out for and what to avoid so that your products appear at the top of the search results.
What are the primary considerations for Amazon?
Some of the features that the e-commerce giant values for placing products in one position or another are whether quality pictures have been used, bullet points, product description and details have been included, visual content such as A+ or Brand Stories have been added. or if the most relevant keywords have been used. Ultimately, it will assess whether you are providing the customer with a detail page with all the relevant information about the product.
But as in many other cases, Amazon is all about the customers and their experience. Therefore, among the most important aspects taken into account when positioning products are the number of sales and reviews. This is because it understands that this is the most realistic and reliable way for it to recommend products that will truly satisfy consumers. In this way, it positions those articles that have a better sales and positive ratings ratio ahead of the competition.
Bad SEO practices on Amazon
Despite what we have just said, it is important not to overlook the other features that the marketplace’s search engine takes into account. Therefore, attention should be paid to the following aspects:
- Avoid the Black Hat: this is everything that makes positioning difficult. One example is “over-optimising” information, i.e. forgetting about the customer when writing content and focusing too much on SEO, making the information we are providing useless. Another example could be using too many keywords in a forced way.
- Writing a good description: many sellers make the mistake of focusing on the bullet points when describing your products (if you don’t know what the bullet points are you can consult this post and find out how to make them perfect), leaving the description field empty. This is a mistake, as for Amazon this field is essential for product positioning.
- Using competing brands: it is not permitted to use the name of recognised brands to position products that are not theirs, even when the brand name itself has replaced the product name.
- Honesty and precision: It is essential not to lie about characteristics such as sizes, capacities, weights or colours of the items. When a customer is not satisfied, or feels that what they have bought does not match what they have seen on Amazon, they are forced to return the product. This can lead to an increase in the rate of returns and put our account at risk.
Finally, something that has nothing to do with Amazon itself but which is fundamental to good results within the marketplace is not neglecting SEO on Google. And according to the study “The State of the Amazon Seller 2021”, 62% of consumers start their product searches directly on Amazon. This means that 38% of users search via Google or other search engines, so conventional SEO is still essential to appear in the first results and reach these potential customers.
If you have found these tips about what you should take into account to better position your products on Amazon interesting and constructive, and you want to know more or think we can help you with your business, do not hesitate to contact us.