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- 1. #SMX #14C @3qdigital Howto Rank Well on the US’s Largest Product Search Engine Amazon SEO: The Time Is Now
- 2. #SMX #14C @3qdigital About3Q Digital • Search, SEO, mobile, paid social, display, creative, and decision sciences • Over $500 million in annual managed spend About me • Associate Director, SEO at 3Q • Aspiring Animal Hoarder And Me
- 3. #SMX #14C @3qdigital Amazonas a Search Engine Why Amazon SEO? A9: Amazon’s Search Algorithm Get Your Products Found on Amazon Auditing Keyword Research Optimization Results Agenda
- 4. #SMX #14C @3qdigital Amazonas a Search Engine Why Amazon SEO? A9: Amazon’s Search Algorithm Get Your Products Found on Amazon Auditing Keyword Research Optimization Results Agenda
- 5. #SMX #14C @3qdigital Ifyou are in eCommerce, Amazon should be far more important to you than Google. 72% of shoppers use Amazon to find products. 56% of consumers begin their product search on Amazon. Amazon as a Search Engine
- 6. #SMX #14C @3qdigital 97%click on 1st page results. • Only 24 “organic” listings per page. • Page 1 visibility is critical. Why Amazon SEO?
- 7. #SMX #14C @3qdigital Amazonas a Search Engine Why Amazon SEO? A9: Amazon’s Search Algorithm Get Your Products Found on Amazon Auditing Keyword Research Optimization Results Agenda
- 8. #SMX #14C @3qdigital Canwe just apply the same tactics to Amazon as we do on Google? No! But thanks for asking. A9: One Size Does Not Fit All
- 9. #SMX #14C @3qdigital Amazononly cares about increasing purchasing likelihood. A9 sorts the products displayed in search results by looking at two factors: • Performance: Products with a strong sales history rank higher. • Text Match Relevance: Product keywords matched to search query A9: Primarily a Buying AND Selling Platform
- 10. #SMX #14C @3qdigital •Factors we cannot directly control: sales performance history, price, availability, fulfillment method, promotions. • Factors we can directly control: product listing title, key product features, product description, images, backend search terms, text match relevancy. A9: Cracking Amazon’s Algorithm
- 11. #SMX #14C @3qdigital A9:Ranking Factors (Non-SEO) Price Reviews Sales Velocity Availability Fulfillment Method
- 12. #SMX #14C @3qdigital A9:SEO Ranking Factors § Product Title § Feature Bullets § Product Description – EBC & A+ Content § Images § Backend Search Terms (found in seller or vendor central).
- 13. #SMX #14C @3qdigital WhyAmazon SEO? A9: Amazon’s Search Algorithm Get Your Products Found on Amazon Auditing Keyword Research Optimization Results Agenda
- 14. #SMX #14C @3qdigital AuditingAmazon Product Feeds Item Priority On Page Product ListingTitle High Featured Bullets High Product Description Medium Images Medium Off Page Backend SearchTerms Medium
- 15. #SMX #14C @3qdigital GetYour Spreadsheets Ready!
- 16. #SMX #14C @3qdigital Dos: •Capitalize the first letter of each word • Spell out measure words such as ounce, inch, and pound • All numbers should be numerals • Spell out and lowercase “and” • Use all 200 characters Dos and Don’ts of Amazon: Product Listing Titles
- 17. #SMX #14C @3qdigital Don’ts: •Ampersands (&) should not be used in titles unless part of a brand name • Price and quantity • All caps • Seller information • Promotional messages such as “sale” or “discount” • Suggestive commentary such as “best seller” Symbols ($, !, ?) Dos and Don’ts of Amazon: Product Listing Titles
- 18. #SMX #14C @3qdigital Dos: •Measurements should be formatted like: “Measures 16 by 12-1/2 by 4 inches.” • Highlight the five key elements you need customers to consider. • Use 1,000 characters. • Repeat important data from the title and description. • Start every bullet point with a capital letter. • Write in fragments and do not include ending punctuation. • Separate phrases in one bullet with semicolons. Dos and Don’ts of Amazon: Featured Bullets
- 19. #SMX #14C @3qdigital Don'ts: •Abbreviate, unless it is a common industry acronym that is never spelled out. • Use symbols (i.e. ™) • Include promotional and pricing information. • Include shipping or company information. (Amazon policy prohibits including seller, company, or shipping information). • Enter company-specific information; this section is for product features only. Dos and Don’ts of Amazon: Featured Bullets
- 20. #SMX #14C @3qdigital Dos: •Keep sentences short – between 15 – 25 words. • Make the paragraph skimmable by breaking it up and adding bolded words. • Lead with the features and benefits to the customer, and talk about the product secondary to that. • Use all 2,000 characters. • Keep it relatable. • Try and use a storytelling approach about the product. Dos and Don’ts of Amazon: Product Descriptions
- 21. #SMX #14C @3qdigital Don’ts: •Seller name • Email address • Website URL • Company-specific information • Details about another product that you sell • Promotional language such as “sale” or “free shipping” • Keyword stuff Dos and Don’ts of Amazon: Product Descriptions
- 22. #SMX #14C @3qdigital Dos: •Include alternate spellings. • Add in related search terms. • Use a single space to separate keywords. • When entering several words as a search term, put them in the most logical order. Dos and Don’ts of Amazon: Backend Search Terms
- 23. #SMX #14C @3qdigital Don’ts: •Duplicate keywords present in other attributes like the title and bullet points. • Use commas, semicolons. • Include product identifiers such as brand names, product names, compatible product names, ASINs, UPC codes, etc. • Include subjective claims such as amazing, good quality, etc., as most customers don’t use subjective terms in their queries. • Provide variants of spacing, punctuation, capitalization, and pluralization (“80GB” and “80 GB,” “computer” and “computers,” etc.). Dos and Don’ts of Amazon: Backend Search Terms
- 24. #SMX #14C @3qdigital WhyAmazon SEO? A9: Amazon’s Search Algorithm Ranking Factors Anatomy of a Product Listing Page Get Your Products Found on Amazon Auditing Keyword Research Optimization Results Agenda
- 25. #SMX #14C @3qdigital Atthe core of Amazon optimization is keyword research. Products can only be found for a specific search query if the listing contains all of the search keywords. It All Starts with Keywords
- 26. #SMX #14C @3qdigital ButWhere to Start?
- 27. #SMX #14C @3qdigital ButWait, There’s More! • Sonar Keyword Tool collects keywords used by Amazon shoppers. • http://sonar-tool.com/us/ • Google Keyword Planner • Look at Competitor Products!
- 28. #SMX #14C @3qdigital WhyAmazon SEO? A9: Amazon’s Search Algorithm Ranking Factors Anatomy of a Product Listing Page Get Your Products Found on Amazon Auditing Keyword Research Optimization Results Agenda
- 29. #SMX #14C @3qdigital Keywordlocation for the main content optimizations we have control over are (in order of importance): • Product title: Immediately relevant keywords and synonyms, including size (e.g. 20”, 500g) if relevant. • Bullet points: Long-tail keywords relating to product use, benefits, ingredients, or materials. • Product description: Long-tail keywords mixed with persuasive reasons for purchase. • Backend search terms (in Seller Central): These aren’t visible to the shopper, so include all remaining long-tail keywords (but do not repeat keywords). Keyword Location Is Key!
- 30. #SMX #14C @3qdigital Thetitle should contain elements such as: • Brand • Product Line • Material or Key Feature • Product Type • Color • Size • Packaging/Quantity • Characters (use all characters allowed): • General: 80-250* • Right rail ads: 30-33 • Mobile: 55-63 Product Listing Title: Greatest Impact on Search Brand Name Product Type Feature 1 Feature 2 Size, etc
- 31. #SMX #14C @3qdigital Amazon’sgeneral guidelines for this section are as follows: • General product description • Materials and construction • Details on most important feature(s) • Details on other important feature(s) • Dimensions Amazon gives you five bullet points to utilize with a 1,000 character limit. Use all appropriate bullets and characters. Do not overstuff keywords. Featured Bullets: Second Most Important Part of Search
- 32. #SMX #14C @3qdigital Productdescription should be similar to the product description on your site. • Information on the materials and construction, product features, controls and settings, and available parts and accessories. • Include the primary and secondary keywords. • Character count is 2,000 and all characters should be used. • Remember to make it skimmable! Product Description: Use to Expand on Featured Bullets
- 33. #SMX #14C @3qdigital Ideally,no. If selling on your site, always give priority to the website content as you would like your site to outrank Amazon. But Should Amazon’s Content Be the Same as My Site’s?
- 34. #SMX #14C @3qdigital UseA+ or EBC Product Descriptions, if Available
- 35. #SMX #14C @3qdigital Notphysically visible to those viewing any Amazon page. Used by Amazon as another factor as to which a listing will rank in search. • Order does matter for the terms. (Think exact match phrases.) • 250 character limit should be fully utilized. • Use all other keyword variations! (Literally all.) Backend Search Terms: Keyword Stuff Like It’s 2004
- 36. #SMX #14C @3qdigital WhyAmazon SEO? A9: Amazon’s Search Algorithm Ranking Factors Anatomy of a Product Listing Page Get Your Products Found on Amazon Auditing Keyword Research Optimization Results Agenda
- 37. #SMX #14C @3qdigital •Prior to optimizations on 5/2/2018, the client was unranked. • On 5/4/2018 they began ranking in position 16 and have maintained a solid ranking of position 18 or better; they peaked in position 7 on 5/13, 5/17 and 5/22. Don’t Let Me Just Tell You It Works, Let Me Show You Optimizations Implemented
- 38. #SMX #14C @3qdigital •Prior to optimizations on 5/2/2018, the client saw lackluster and volatile visibility for “coq10” either not ranking or ranking in less than optimal positions (between 24-279). • Since we made optimizations, the client has maintained an average ranking of position 15 and reached new positional highs (position 10) on 5/20/2018. And More! Optimizations Implemented
- 39. #SMX #14C @3qdigital Sharethese #SMXInsights on your social channels! #SMXInsights • Amazon SEO factors we can directly control and keyword optimize: product listing title, featured bullets, product description, images, and backend search terms. • Do your keyword research! • Text match relevancy is key. Keyword location is important. • Add keywords to product titles, featured bullets, product descriptions, and backend search terms. Place most important keywords near the front. • BUT don’t repeat keywords in your backend search terms.
- 40. #SMX #14C @3qdigital SEEYOU AT THE NEXT #SMX! Thank You!