Amazon has nearly 5 million sellers. To make its place on the platform and market its products there, it is now necessary for a company to optimize their referencing. A few best practices allow him to develop good visibility on the Amazon marketplace and, little by little, to significantly improve the performance of his Amazon store.
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Ten simple steps are enough to build brand awareness as a seller on the world’s #1 e-commerce platform.
Why improve your SEO on Amazon?
The Amazon search engine works independently of other search engines: it has its own algorithm. Therefore, it is a direct competitor of Google. On the platform, a third of buyers go through the Amazon search bar to find a product.
Optimizing their organic SEO on Amazon has therefore become necessary for companies wishing to sell on this platform. In the same way that natural referencing (SEO) actions allow them to position themselves strategically on the search engines Google, Yahoo or even Bing, good practices for optimizing Amazon product sheets are essential to appear in the first positions of result lists.
Amazon referencing actions aim to satisfy the platform’s algorithm so that it identifies the most relevant product sheets in relation to Internet users’ searches.
How to optimize your SEO on Amazon in 10 steps?
1- Analyze your market
Before starting an audit of its product sheets, the company must start by analyzing its market as a seller. By taking into account the number of sellers referenced on Amazon, it is easy to draw up a list of more or less direct competitors. Knowing them well is the best way for the company to position itself strategically in relation to them.
Please note that the competitive analysis here must focus on the organic optimization of Amazon product sheets. There is no question of auditing commercial strategy points, such as pricing policy or shipping conditions, for example.
To conduct a competitive analysis for SEO optimization on Amazon, consider the following:
- The title of the product sheet.
- The images present in the product sheet.
- General characteristics of the product.
- The text description of the product.
- Customer reviews and product ratings.
The objective of an analysis of its market applied to the optimization of Amazon referencing is, for the company, to transform the weaknesses detected in a competitor into points of differentiation. This analysis can also be an opportunity to take inspiration from the way a competitor highlights the advantages of its product on Amazon in order to highlight its own offer afterwards.
2 – Audit your Amazon product sheets
Once the strengths and weaknesses of the competition’s product sheets have been identified, the company must now assess the composition of its product sheets in detail.
The constituent elements of a product sheet (title containing the name of the product, images, characteristics, customer reviews) must be screened in order to meet the requirements of Amazon’s algorithm. In some cases, the company can start by gathering all the product sheets in a spreadsheet. This will allow him to benefit from an overview of the modifications to be made to each of them.
The audit of Amazon product sheets is therefore certainly tedious work, but necessary to constitute a working basis, before moving on to modifying the content itself.
3 – Work on the titles of the product sheets
The title of an Amazon listing should follow the following structure:
- Product model number.
- Model name.
- Type of product.
Amazon imposes a 200-character limit on listing titles. It is therefore necessary to fit the main information on the product within this limit. It is a strategic exercise, both to guarantee a good buyer experience and to successfully pass the analysis of Amazon’s algorithm.
4 – Optimize the “Amazon Bullet Points” area
Located to the right of the images of the product sheet, the “Amazon Bullet Points” space is in the form of a list whose bullet points allow sellers to highlight USPs (unique selling propositions). It is therefore necessary to include the main elements of added value of the product. For example, the materials with which it is made, the “satisfied or refunded” guarantee or even a functionality specific to the product and which the customer will not find with the competition.
5 – Use hidden keywords to optimize SEO
In addition to Amazon’s recommendations on the format to adopt to ensure good referencing, it is strongly advised to develop a keyword strategy to allow the algorithm to associate product sheets with requests made by Internet users.
To do this, you must use strategic keywords, which refer to the articles presented in the text content of the product sheets in a direct way, but also in a hidden way.
The company must then start by defining a main keyword per product sheet. This must absolutely appear in the title of the product as well as in the description, and this, as many times as possible, while maintaining a natural wording. Then secondary keywords should support the main keyword. They may relate to product features that are sought after by Amazon shoppers.
In addition, Amazon allows you to add hidden keywords, also called keywords back-end. These are queries that do not appear in the product sheets, but that the algorithm is able to read. In this way, Amazon makes the link between the backend keyword of a product sheet and the same request made by a user. It then makes the product sheet appear in the search results of the potential buyer.
6 – Improve the description area of each product
The product description does not appear immediately when opening a product sheet: the potential buyer discovers this area by “scrolling” down. This space is therefore more particularly aimed at users who are interested and wish to obtain more details about the product.
Entirely textual, this zone must be optimized by integrating targeted keywords. To be relevant, it should not be too long. It should also catch the eye of potential buyers and entice them to read it in full. To do this, it is advisable to create easily identifiable paragraphs and to use bold and/or italics to highlight important passages.
7 – Solicit customer reviews
Customer reviews are a strategic point for a good SEO on Amazon. Indeed, the more a product receives positive opinions, the more it is likely to go up in the search results.
However, customer reviews are difficult to obtain, as they are based on the voluntary participation of buyers. However, it is possible to encourage customers to leave reviews on Amazon. For example, an e-mail upon receipt of the product can encourage leaving a review if the customer experience was satisfactory. The invitation to share your opinion on Amazon can also be made directly on the product packaging.
In any case, the impact of customer reviews on the organic listing of products on Amazon should not be overlooked. The seller must redouble their efforts to collect objective (and preferably positive) opinions on their products.
8 – Use high quality images
On Amazon, the main product image appears to the left of the title. Still on the left of the product sheet, the user can also scroll through several images to get to know the product as a whole.
It is essential for the business to use high quality images to improve their SEO on Amazon. Contrary to what one might think, natural referencing does not exclusively concern textual content. Indeed, Amazon’s algorithm, like those of other search engines, is able to analyze the quality of a photo. Poor quality images are penalized by poor ranking in search results, the system considering that this is detrimental to the user experience.
9 – Prioritize the product sheets
As the largest e-commerce platform in the world, Amazon had to develop an important classification system to allow its buyers and sellers to navigate through millions of product sheets.
This is why the platform has numerous categories (“Kitchen & Home”, “Sports and Leisure” or “Automotive and Industry”, for example), but also sub-categories (for example, in the category “Kitchen & Home “, “Furniture”, “Bedding” or even “Household Linen”).
For a company, prioritizing its product sheets simply amounts to classifying them into categories and sub-categories so that Amazon then places them in the right place. It is necessary to take into account the fact that the same product sheet can belong to several different categories. She has every interest in doing so in order to make herself more visible to potential buyers.
To organize the ranking of their listings, sellers can use the Amazon Product Classifier. To save time, they are still strongly advised to assign their products to categories and sub-categories before they go online.
10 – Improve order processing
Amazon’s algorithm pays special attention to the methods used to ship products. As such, it favors sellers who use their own shipping system as it provides direct insight into a store’s performance in terms of order fulfillment and possible returns.
For a company, using the Fulfillment by Amazon (FBA) service is the guarantee of improving its referencing with regard to shipping methods. Of course, subscribing to the service does not replace all the optimization steps presented above. However, it still offers sellers the opportunity to professionalize their online selling business and achieve better performance by delegating much of the logistics work to Amazon.
To go further, download this guide and discover how to create, promote and grow your e-commerce business.