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For retailers and manufacturers who For retailers and manufacturers who offer products on the Amazon marketplace, strong sales figures are the be-all and end-all. O. Increasing sales require constant visibility and findability. To ensure that your product is displayed in a relevant position on the Amazon search results page the interaction between search term and product relevance must be in harmony. must harmonize. In the following, we explain how you can optimize your Marketplace carry out.
Basics of AMAZON SEO
Similar Like Google, Amazon also functions as a search engine - but on a purely product-specific basis. product-specific basis. Search engine optimization (SEO) pursues the Optimization (SEO) pursues the goal of ranking a product (in the case of Amazon) or a website (in the case of (in the case of Amazon) or a website (in the case of Google) as "high up" as possible in the organic, i.e. unpaid, search results list. In the explicit case of Amazon search engine optimization, Amazon SEO, is also called "Marketplace Optimization". Marketplace Optimization" (MPO).
Amazon SEO corresponds with the Google algorithm. At Amazon this is called the A9 algorithm. The A9 assesses on the basis of several factors, on which position of the search results page ("Search Engine Result Page", or "SERP" for short). a product is displayed for a particular search term. Within this Amazon considers the relevance of the search term to the respective products. products. The more relevant the product, the "higher" and "better" it will be displayed by Amazon on the SERP.
The goal of SEO optimization
In the MPO, the focus should always be on on those ranks where customers make their purchasing decisions. The basic goal is the top rank, however, it should always be kept in mind that the page displays of Amazon vary depending on the end device used by the potential customer. potential customer's device. The placement goal of the product should ultimately be ultimately be of a customer-oriented nature. Is the target audience younger / older? What medium does the target audience use? App and desktop as well as mobile and tablet have different page layouts, which is why a target group analysis with regard to the in terms of the medium used is quite useful in order to catch the optimal placement on the search results page. In any case, however, it should be that more than every second shopper uses a mobile medium such as a smartphone. - such as a smartphone.
Search terms
The Understanding what parameters the A9 uses to target products will help you you in the content creation of your product. As a first step, test As a first step, test which products are displayed for which search terms. Compare them with each other regarding the price, title & bullet Points and pay attention to the ratings. You will notice that the content of the displayed products has a high relevance to the search term and keyword and corresponds to the search intentions of the shoppers. The same must be your goal: to offer the searcher what he is looking for. In concrete terms, this means that you need to capture the thinking of your target audience. While person A types "dietary supplement fatty acid" into the search field, person B is looking for "high dose omega3 fatty acids in capsule form". Finally, you need to both person A and person B to your product, since the product they are looking for is product you are looking for is the same - just expressed differently. To optimize your your product ranking, you need to discuss possible variations and extensions of the search term. The magic word here is: synonyms. Some tools support you in the search for synonyms. Some tools even allow you even an extended synonym search, which means that the synonym is supplemented with further details - based on the customer's intention. Include as many as many equivalents as possible in your content and provide them with additions that match the customer's search behavior.
Ranking parameters
If Amazon considers your product relevant to the user's search, you will be displayed on the search results page. page. This is the first step to success. In order for Amazon to display your product on the high, or on the relevant ranks, some parameters are taken into account, which parameters are taken into account, which allow the customer a flawless shopping experience. possible. Decisive are - besides the basic relevance - the real & direct performance. Factors such as the availability of the product, the presence of the buybox and the appropriate price relation influence the product placement on the marketplace. Other factors, such as the number and average number of product reviews, shipping costs, the Amazon Prime batch, and promotions and promotions are also significant in this regard. Substantial is above all the content of the product presentation. Optimized content and attention to the the ranking parameters let your success bear fruit.
The content optimization
1. title
Basically the title must not exceed the total number of 200 characters. It serves a click-catcher for the customer, so it should contain the most important synonyms. synonyms. It should be noted, however, that depending on the medium used, the title may not medium used, the title will not be displayed in its entirety on the search results page. Often only 30 to 70 characters are presented on the smartphone/tablet or desktop. presented. So the rule of thumb is: the most important information that characterizes the product comes at the beginning. Because this is where the potential buyer decides whether to click or not. Of course, synonyms are important, Nevertheless, the convincing information and product features have priority.
A A classic example: A "light bulb" is both a "luminous medium" and a "light bulb" at the same time. an "incandescent lamp" at the same time. A pure synonym listing brings an increased probability of being played out, but it does not lead to a click. to the click. To get the click, you have to offer the customer exactly what he is looking for. In this example, the customer is looking for a suitable bulb for lamp X. So product information and characteristics, such as wattage and thread diameter, should be visible right at the beginning of the title: "Light bulb 40 W E14". The mistake many Amazon sellers make is to put enormous emphasis on traffic and neglecting the conversion rate. A pure synonym synonymous listing such as "light bulb - illuminant - incandescent lamp" does not provide all the essential information that the customer is interested in. Accordingly, it is too cumbersome for the user to check only after the click whether it is a whether it is a suitable light bulb - which is why, in all likelihood, it will not be which is why, in all likelihood, it will not be clicked.
2. bullet points
Bullet Points unleash their potential primarily on the desktop. Because there they are and clearly visible on the product detail page. In mobile mobile use, the bullet points sink rather low down, which is why they are more likely to be overlooked. more likely to be overlooked. In principle, they are an extension of the title. Here, care should be taken to include as much (compelling) information and features as possible in the 5 available BPs. are conveyed. A maximum character length of 250 characters per bullet point must not be exceeded. characters may not be exceeded. For all 5 bullet points together, the of 1000 characters must not be exceeded.
Tip: It is better to be short and to the point than long and vague.
3. pictures
The Must-Have. Convincing images are indispensable for your SEO optimization and and thus for your sales increase. Especially on mobile devices people preferably swiped to the left & right than scrolled down. On the product, the product features (such as dimensions), the scope of delivery and, if applicable scope of delivery and, if applicable, the area of use should be immediately apparent.
4. product description
The product description can be used for comprehensive descriptions of the product. in which they can also include long-tail search terms, i.e. long phrases that correspond to the shopper's search, can be included. Essential here is the Formatting of the text. A pure flowing text does not attract shoppers and, in the worst case in the worst case, is perceived as unpleasant by the potential buyer. Work with breaks and a clear structure to encourage the user to read and to to read and to ensure a good flow of reading. A total length of 2000 characters must not be exceeded.
5. enhanced brand content: EBC (Enhanced Brand Content) / A+ Content
Sellers have on Amazon the possibility to overlay the product description by an EBC. The extended brand content is particularly recommended in view of the frequency of mobile Amazon usage. Because here the EBC appears far above the bullet points. With the EBC, Amazon offers the possibility to combine text and image. combine. Images can be annotated with text and provide supporting image descriptions. image descriptions. The guideline value of the text in the image is "half a display."
Vendors profit from A+ content, which is basically the same as EBC. Here, too, the text and images should be balanced and the text should not be longer than half a display. than half a display.
6. backend optimization
Let's recap Let's recap that Amazon's content relevance analysis decides whether or not your your product is displayed or not. This is a fundamental milestone to master. With relevant keywords, a good conversion rate, a good conversion rate, an inclusion in the category group of your product and the maintenance of the Backend, you aim for goal-oriented measures. In the backend, fill in the data required by data required by Amazon, such as packaging size, color or weight, exactly and exactly and precisely according to Amazon specifications. The more information you the more authentic you appear to the end customer.
Conclusion
Amazon SEO optimization is recommended for all sellers whose goal is a significant increase in sales. The understanding of the A9 algorithm, the content relevance analysis, search terms that the user's intentions, category filters and general front-end and back-end front-end and back-end maintenance will make your product appear in a relevant position in the marketplace and increase your sales chances many times over.
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