Amazon SEO: 5 Tips to Ranking Higher

5 Amazon Search Engine Optimisation (SEO) Tips to Ranking Higher and

Increasing Sales

1. Optimising Your Product Listings

It is important to optimise your product listing if you want to achieve a top position on Amazon search - plus it gives the impression that customers are dealing with an expert.

When it comes to shopping online, as with any website, customers can't hold or try out products that a vendor sells. This is why high-quality images and videos are crucial for making a great first impression and driving sales on Amazon. This is always a key point in digital marketing. The right visuals do not just attract customers, but they can significantly increase conversion rates as well.

High-resolution product images and engaging videos serve as the eyes for Amazon shoppers. They have a direct impact on a customer's purchasing decision, acting as the deciding factor when considering your product over a competitor's. Delivering clear, detailed views of your items isn't just recommended, it's essential.

Here are some of the actions you can take to optimise your product listing, including tips to rank high in search on Amazon. In doing so, you'll craft product listings that not only appeal to the algorithm but also to the people who matter most - your customers.

Amazon Product Titles

• The allowance is 200 characters maximum on a product page. Ensure that the first letter of every word is capitalised. Include accurate and relevant keywords in your product titles, product descriptions, bullet points and front and back end keywords.

Top Images Tips

• Make sure each ASIN has 7 Amazon product images - high quality product images.
• For the relevant products, like with any ecommerce site or website, including Google shopping, Amazon requires that images be clear, in focus, and professionally lit. Blurry, pixelated, or poorly contrasted images are a 'no-go'.
• A pure white background is mandatory for the main image - RGB values of 255, 255, 255.
• Use high-resolution images in order to showcase your product's texture, colour, and design, where relevant.
• Capture multiple angles and any important details to provide customers with a thorough overview of the product.
• For videos, ensure high production quality and a focus on highlighting product features and functionality.
• Images must be at least 500 x 500 pixels. You can increase the size to 1,000 x 1,000 pixels for high-quality listings. Any product should fill at least 80% of the image area.
• Your images and videos should not only show the product but also effectively demonstrate how it solves problems or enhances the life of the customer. Use close-ups and annotations to pinpoint important features and benefits in product imagery and explainer videos.
• Lifestyle videos that relate to the customer can bridge the gap between digital shopping and real-life experience. To create engaging visuals considering featuring your product being used in its intended environment or setting. Consider the demographic of your target audience and create scenarios that speak directly to their interests and daily lives.

Content Tips

• Use short but descriptive sentences to highlight the main features of any product listed, including any benefits. This helps when showing products in search results (end search terms) i.e. product results which appear in the listings when people type in their search query in the Amazon search box.
• Create engaging and customer-friendly Amazon product descriptions. Ensure that any target keywords are included. This will improve the chances of your product being found on Amazon.
• Offer a competitive price point or show a discount.
• Include trust indicators within your listings demonstrating your brand position.
• If product variations are being sold, ensure you include as much detail as possible including colours, shades, scents, sizes, flavours etc.
• When it comes to injecting keywords / Amazon backend keywords into your product descriptions and bullet points, balance is key. Whilst search terms are important in terms of ensuring that your content is rich with relevant keywords, always steer clear of keyword stuffing. Always provide informative product descriptions. Your primary aim should always be to assist and inform the shopper, not just to tick the 'algorithm' box.
• Though keywords are important for Amazon SEO, it's crucial to avoid overusing them. Keyword stuffing can make descriptions difficult to read and may even hurt your SEO performance, like it can on Google, as it can be seen as manipulative by Amazon's algorithms.
• An exceptional product narrative can set your listing apart. Focus on providing clear, concise information that highlights your product's value. Use storytelling techniques to connect with the customer on an emotional level, making the product more relatable and desirable. Remember, the end goal is to provide a natural, helpful product narrative that enhances the shopping experience, encourages purchases, and inadvertently boosts your Amazon SEO efforts.

Top Tip! Have a list of front-end and back-end keywords you are targeting. Refresh this list every 90-days and update accordingly.

3. Giving More Priority to Customer Reviews

Amazon gives priority to products with the most favourable customer reviews. So think - what always makes a great Amazon product? The accumulation of numerous positive reviews is key in elevating a product's position within Amazon's search results (Amazon search ranks), reflecting customer trust and satisfaction. Amazon's consideration of customer feedback underscores its dedication to delivering unparalleled experiences for Amazon users and customers alike.

Customer Reviews

• Satisfied customers are more likely to express their satisfaction through positive reviews, amplifying a product's credibility and desirability. On the other hand, timely and courteous responses to negative reviews demonstrate proactive engagement and a genuine commitment to addressing customer concerns, potentially transforming negative experiences into positive ones.

Address Negative Reviews Positively

• Responding to negative reviews with a positive and constructive attitude is essential. Addressing concerns shows future customers that you're committed to their satisfaction and are actively working to resolve issues. Stay on top of what customers say and react promptly. Acknowledge negative reviews with a solution. Use reviews to guide product enhancements and customer service training. Always looks at your Amazon conversion rate.

Excellent Customer Service

• Maintaining a relentless focus on delivering exceptional customer service and consistently striving for excellence in all areas of your business and brand, creates the right environment for accumulating positive customer reviews. Growing a reputation for reliability and excellence not only enhances customer loyalty but also encourages a steady influx of positive reviews, which in turn strengthens a product's standing within Amazon's ranking algorithm and can enhance revenue.

Always Remember Your Customer

• Never lose sight of who you're selling to. Amazon's algorithm favours listings that prioritise customer engagement and satisfaction. From the images and videos you choose to the way you write your descriptions and respond to customer reviews, make the customer's needs and wants your top priority. Never resort to dishonest tactics. When responding to reviews, always craft a genuine response that reflects the quality of your brand. A polite and personalised approach to ask buyers for their feedback can go a long way.
• Consider the use of automated email follow-ups. Implementing automated email follow-ups after a purchase can significantly increase your review rates. A friendly reminder email that enquires about customer satisfaction and gently requests a review is both efficient and effective.

Top Tip! There are 3rd party tools available on the market to send automated emails requesting reviews from your customers.

Final Thoughts

Optimising your product listings on Amazon is essential for securing a top position and showcasing your expertise. High-quality visuals and engaging content drive sales by influencing customer decisions. Understanding Amazon's algorithm, particularly the importance of customer reviews, sales velocity, and pricing, is crucial for visibility and success. Prioritising customer satisfaction and feedback cultivates loyalty and strengthens your reputation. Furthermore, monitoring competitors is a key strategy for staying competitive. In essence, continual refinement and a commitment to excellence are vital for maximising your success on Amazon. It's also worth remembering that Amazon advertising campaigns can provide the fastest way to get your products at the top of Amazon search results. bb

Are you ready to revolutionise your Amazon presence?

• Look at product titles: Are they keyword-rich and customer-centric?
• Analyse your media: Could your images and videos better showcase your items?
• Encourage reviews: What's your strategy for boosting the number and quality of your reviews?
• Decipher the A10 algorithm: How well do you know the algorithm that holds the keys to your success?
• Revitalise your older listings: Is there room for more compelling descriptions and bullet points with products that have not done well, that can be identified through reviewing past sales performance / sales history?