What is Amazon SEO?

Amazon search engine optimization (SEO) is the process of making carefully considered improvements to product listings to help them rank higher in product searches on Amazon.com. 

Enhancing every single part of your product detail page allows you to rank as highly as possible in Amazon product searches in order to achieve the maximum amount of sales.

A well-thought-out Amazon SEO strategy helps you improve your Amazon listings for product search, boost sales, and make it easier for Amazon shoppers to find your listings (or brand store).

Sellers can use Amazon SEO tips to:

• Drive more traffic to product listings
• Increase product and brand visibility
• Boost conversion rates and sales growth

Why Do So Many Amazon Search Results Look the Same? 

Amazon’s ecosystem is packed full with cookie-cutter courses offering easy-to-follow directions that promise to get new eCommerce sellers onto Amazon’s first page. 

Those Amazon cookie-cutter courses lead to cookie-cutter products.

There are a lot of Amazon sellers doing a pretty good job with their eCommerce business. Fortunately, that leaves a lot of room for those few Amazon sellers that want to take their digital marketing to another level, and do a great job. 

How to Get Your Product Found on Amazon

Amazon shoppers conduct product searches by typing a term or phrase (the keywords) into the search box located at the top of the Amazon.com homepage. 

Then, Amazon’s algorithm helps generate relevant results for the word or phrase. At that point, the shopper has the opportunity to look more closely at an individual listing or to continue to search using additional highly-descriptive keywords.

Build Sales Velocity with Amazon Sponsored Products Ads 

Amazon sellers use Sponsored Products pay-per-click (PPC) ads to promote individual product listings. The Amazon PPC ads appear within shopping results pages and on product detail pages.

Because they’ve become such a big part of how Amazon sellers launch products, they’ve also become a very important way to increase your Amazon SEO. 

Amazon will automatically generate and match ads to shopping queries. Combined with a well-structured keyword research campaign and a fully optimized listing, Amazon advertising has become a necessary ingredient to an optimum Amazon SEO score.  

7-Step Amazon SEO Checklist

1. Keyword Research 
2. High-Quality Product Images
3. Evocative Product Titles
4. Bullet Points That Tell Your Product’s Story
5. Product Descriptions to Describe and Explain
6. Backend Search Terms Help Fill In the Gaps 
7. Competitive Pricing Strategy 

1) Keyword Research

Good SEO strategy begins with Amazon keyword research. 

Keywords (also known as “SEO keywords,” “keyphrases,” or “search queries”) are words and phrases users type into search engines to find information on a particular topic. They are the “trigger” for Amazon’s search results. 

Front-facing keywords show up in product titles, descriptions, and bullet points. These are the keywords most likely to bring your product to your target audience’s attention in the form of a search result.

Backend keywords are not visible to prospective buyers, but they are a great way to become searchable in Amazon’s database. The backend is a good place to include foreign language translations of your keywords. 

There are four opportunities to weave your keywords into your Amazon listing:

1. Product Title
2. Key Product Features
3. Product Description
4. Backend Search Terms

2) High-Quality Product Images

After users search on Amazon, the first thing they’ll look at are the images of a product. 

High quality images enable customers to quickly decide if a product is worth taking a closer look at. They’re a big part of why Amazon shoppers might actually read the title, bullet points, and the description. 

Amazon Image Guidelines

• Six images and one video is ideal
• Images should be clear, informative, and attractive
• Images should have a white background and fill at least 85% of the image space.
• Use 500 x 500 or 1000 x 1,000 pixels to increase listing quality.
• Make sure to show the entire product
• Include only what the customer will receive 

CANOPY Management Pro Tip:

• Be sure that your images include lifestyle, infographics, and video. Not only will they help stop the scroll, they will help eliminate a majority of your returns and customer service issues. 
• Take full advantage of Amazon A+ Content featuring ultra-high quality images

3) Evocative Product Titles

They say that it only takes 5-10 seconds after meeting someone new to form a first impression. The same is true of your product title.

While you have a limit of up to 200 characters, only the first 5-10 words in your product title are what appear as a search result, making these 5-10 words the most important piece of copy for your listing. 

• Your product title should match what would be on the product package itself
• Amazon recommends an efficiently descriptive title of between 60 and 80 characters
• Make your title clear, but keep it short! 

CANOPY Management Pro Tip:

• Don’t forget about Amazon shoppers using their smartphones. There’s limited room, so your title will be truncated. Make sure to place your main keywords at the very front of your titles.
• While you want to be sure to include three or four of your top keywords, be careful to not “keyword stuff.” 
• Include your band name in the title. It’s important to begin to instill brand confidence and recognition.

4) Bullet Points That Tell a Story

Trying to get your entire product description and targeted keywords into the tight 200 characters of the product title can be challenging. With a 1000-character limit, Amazon’s product features section gives you a bit more room to help Amazon shoppers really appreciate the unique features of your product. 

A good list of key features starts each point with a key benefit that directly appeals to what your customer needs.

CANOPY Management Pro Tip:

• Lead off with a summarization of each bullet point with bolded and/or capital letters. By doing this, you’re making it much easier for the large numbers of customers that prefer to quickly skim the listing. 
• You want to include most of your medium and high search volume long-tail keywords in the copy of your bullet points.
• Take the time to expand on your product’s features. Put yourself in the shopper’s shoes and anticipate questions that they might have.  
• Use customer reviews for similar products to identify the questions that prospective customers have had. They will also give you a clearer idea of the product features that they loved. That way you can highlight similar features in your own listings.

5) Product Descriptions to Describe and Explain

Your product description section should be the area where you expand on your key product features and benefits. You will also use this area to include the long-tail keywords that you’ve identified in your keyword research.

Amazon allows you the use of 2,000 characters to describe your product and explain its function and uses.

CANOPY Management Pro Tip:

Do:

• Strategically incorporate relevant keywords into your copy in a way that sounds natural.
• Create a buyer persona by considering your ideal customer and what they want. 
• Highlight differentiators between your product and your competitors. Think about what you have to offer that others don’t.
• Tell a story. Everyone loves a good story, and it can help contextualize your product to show how it might fit into your customer’s life.

Don’t:

• Stuff your listing with keywords. Remember, you’re selling to humans, not to algorithms.
• Follow the crowd. Focus on what makes your product special.

6) Fill In the Gaps with Backend Search Terms

Amazon sellers have the opportunity to provide more information about a product in the administrative backend of the product page.

Utilizing meta tags in your product page backend helps Amazon recognize the relevance of your product offering. You should never use this section as a way to stuff keywords that aren’t specific to those you targeted on the frontend.

If you wouldn’t use it on the frontend, don’t put it in the backend.

Amazon’s Guidelines:

• Maintain the text length limit of search terms.
• Make use of synonyms.
• Use spelling variations, but don’t include common misspellings.
• Include abbreviations.
• Use all lowercase letters.
• Avoid punctuation marks such as: “;”, “:”, and “-.”
• Separate words with spaces.
• Avoid repetitions.
• Avoid articles, prepositions, or other short words such as “a,” “an,” “and,” “by,” “for,” “of,” “the,” or “with.”
• Use either singular or plural words

7) Competitive Pricing Strategy

Because shoppers navigate to Amazon’s marketplace with the assumption that they’re going to get a very competitive price, it’s critical that you take the time to research the competition and make adjustments to arrive at a price point that’s in sync with the niche you’re selling in.

Remember that Amazon is very concerned about their shoppers’ overall experience. That’s why your price has such a big influence on your conversion rate and ultimate overall sales growth. 

Last Thoughts

Amazon’s marketplace is designed for shopping. That’s why it’s in Amazon’s best interest to quickly connect shoppers with highest-quality products to fit their needs. 

By fully optimizing your Amazon listings you are putting your products right in the middle of an enormous Amazon bullseye! 

Hopefully, this guide helps you implement a more comprehensive strategy to improve your organic ranking, increase conversions, and scale your business. 

How CANOPY Management Can Help

CANOPY Management is a full-service marketing agency for Amazon sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts. When you consider the many ways that CANOPY Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

Ready to Grow Your Amazon Business?

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