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Amazon SEO & Product Content Series
As most Amazon sellers already know, optimizing product content is an intentional strategy that can have a direct impact on their product(s) organic search ranking.
Unfortunately, defining your product content submission strategy is one of the more perplexing aspects of Amazon selling
There’s a lot of misconceptions about the Amazon SERP and how it works. The Amazon search algorithm is somewhat of a black box still. Many sellers are still learning what factors drive the Amazon SERP and how each can impact it.
What we’re aiming to do is share some of our most recent findings from our testing and from what we know to be true on how Amazon products rank.
In the following blog series, we will dissect each component of a successful product content submission strategy. From titles to images and descriptions, we will showcase the best SEO practices, resources, as well how to avoid common errors.
Note: Check back each week as we continue to build out the series links listed below.
Amazon SEO & Product Content Series:
- Part 1: How to Optimize Amazon Product Titles
- Part 2: How to Optimize Amazon Product Descriptions
- Part 3: How to Optimize Amazon Product Images
- Part 4: The Best Product Image Formatting Services for Amazon Sellers
- Part 5: The Best Amazon SEO Tools
- Part 6: Amazon Special Keywords / Search Terms
- Part 7: How To Avoid Amazon Content Errors
“If your products are not being found it doesn’t matter how compelling your offer is, it doesn’t matter how good your images are and it doesn’t matter if you’re using FBA,” Pat Petriello, Marketplace Channel Manager at CPC Strategy said.
“We also know, primarily that customers search for products using the SERP. As a seller, you are not going to do well unless your products get found.”
“It’s also important to know how buyers interact with Amazon sellers through SERP and to understand how the SERP works.”
“As someone who has been on the Marketplace as a seller (and also on the agency side), I can tell you there is no silver bullet or quick hack, as you will often see advertised. The Amazon algorithm is constantly changing. What this does – is present a number of challenges for sellers on Amazon.”
But before we dive into the specific details of how to optimize your product content, let’s take a step back and discuss which components influence Amazon’s product search algorithm and how Product Discoverability defines your Marketplace success.
Factors Influencing Product Discoverability
What is Product Discoverability?
Product Discoverability is the ability for a product listing to be found on Amazon. From a consumer’s point of view, Amazon is essentially seller agnostic, focusing SERPs on products rather than the sellers of those products.
As a third-party seller of a given product, sellers have an incentive to increase the overall number of sessions to a product detail page (provided that their in a good position to win the sale for that product).
To relate it more to traditional product ad channels, think driving traffic (see below example).
There are several different levers that influence product Discoverability on the Marketplace, which you may also see as referred to as Amazon SEO.
In addition to Product Content (aka relevancy) other factors that contribute to a product’s discoverability including sales performance history, product reviews, Sponsored Products, fulfillment method, landed price, and inventory quantity.
As a seller, the challenge will be to identify areas of your catalog where you should invest resources into making your product content as robust as possible.
Pro-Tip: It should be noted that Amazon content ownership is shared and there is no guarantee your data will be surfaced on an Amazon detail page. Amazon algorithmically pulls what it deems to be the best content to display in order for that product to sell.
One slight exception to this is for brands that are part of the Amazon Brand Registry. This program allows sellers who manufacture or sell their own branded products to have higher authority over your products’ listing content.
Amazon Brand Registry enables brands to:
1) Influence the product detail information for branded products
As the registered brand owner, the information they submit to the product detail pages for registered branded products is displayed automatically, which then helps brands to specify the correct titles, details, images, and other attributes for their products.
2) List products without UPCs or EANs
Registering a brand enables manufacturers to specify an alternative key attribute that they can use to list branded products instead of a standard product ID.
The following aspects of product data (which we will talk about more in this series) are also influencers of product Buyability.
What is Product Buyability?
In addition to making your products more discoverable, they also support the end goal of optimizing the conversion rate of the product detail page in general (agnostic of the seller).
Buyability can refer to two highly overlapping concepts:
- A reseller’s ability to influence their Buy Box ownership percentage
- The factors that influence the overall conversion rate of a product page.
To relate it to more traditional product ad channels, think converting traffic.
For example, let’s say you sell a hammock and that its product detail page received 50 overall orders last month. Your goal will be to have the highest share of those 50 orders as possible and once a high share is reached, you can shift strategy towards increasing the overall number of orders.
Increasing the overall number of orders is usually a result of:
- Improving the overall conversion of the product detail page with optimized
product content - Increasing the number of sessions to that detail page
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