Amazon SEO – 5 tips
Amazon has been a marketplace for many years that is used not only by the large company itself, but also by many retailers. The wealth of products offered via the platform is gigantic. This makes it all the more important for every retailer to position and present their products in the best possible way. Otherwise it would be difficult to stand out from the crowd.
SEO is important in order to rank particularly well. SEO means search engine optimization, which makes a decisive contribution to where the respective product is placed in searches by interested parties. At this point, we would like to take up 5 important SEO tips that work particularly well on Amazon and lead to positive results in the ranking.
There are more than 200 ranking factors
Good search engine optimization has become relatively complicated. When it comes to a description, a text, a guide or other writings, then on the one hand the search engine must be used, but on the other hand a text must also be written that is interesting for the reader. If you consider that there are over 200 factors that influence the positioning in the ranking, then you realize that this is a lot and that it is hardly possible to serve all these factors. It is therefore important that at least the core factors are addressed.
For fine-tuning, however, it is advisable to use an agency or a consultancy. A good provider here is Amazon Consulting from Düsseldorf. Especially for larger companies that work with Amazon, such outsourcing and additional optimization is certainly recommended.
First tip: Keyword research
Keyword means “keyword” in German. Every product and every service has its own keywords. Words that describe the product or service.
Keywords are also words that are entered into the search engine by customers and interested parties. For example, if someone is looking for a pair of jeans to buy on the Internet, they will probably enter the keyword: jeans, women, blue, size 38. This means that he is looking for jeans for women in the color blue and in size 38.
These keywords must be included in the product description. And since it is often not known from the outset which keywords are relevant, there is the so-called keyword research. There are tools that allow you to see exactly which keywords are relevant to the product in question. These are the classics already mentioned above.
But there are also keywords that you don’t think about at the moment. This is why keyword research is important. It should always be done before writing the product or service description.
Second tip: The product title
When describing a product or service, it is important that there is a headline. A so-called product title. This heading is referred to as the H1 heading. It is the most important headline for the search engine and the most important area where key words are searched for. For the copywriter or the creator of the description, this means that the main keyword must always be included in the headline.
If we return to the subject of jeans: The word “jeans” must be included in the product title. In addition, the product title should not be too long. A heading should always fit in one line. A simple guideline that is issued. To be precise, the H1 headline or product title should not be longer than ten words.
Third tip: High-quality images
Every product description on Amazon must be accompanied by images. This is important to show customers and potential customers what is on offer and what they should buy. The images must be of high quality. You have to show the product from all possible angles and thus arouse interest.
It is not enough to take a frontal picture and then hope that customers will queue up. Each individual area must be shown well so that the imagination of the prospective customer is stimulated and makes them curious about the product.
It is also important that the images are labeled and, ideally, have a description. The description is stored in the internal area. The customer does not see the description of the picture. But the search engines see the description of the image and use it for ranking.
It is therefore important that the images are not only of high quality, but also have a caption, a description and, in the best case, an alternative text. Amazon shows in the internal area what is possible in this respect.
Fourth tip: The product description
After the keyword research, the optimally selected product title and the high-quality images, it’s all about the product description. The keywords that were researched in advance must be included here. The product description must be understandable for the reader. It must present the product in the best possible way and not just list technical terms. They are certainly also important when it comes to special products. To return to the subject of jeans: The quality of the fabric, the workmanship, the type of sewing and much more must of course be anchored in the text.
However, a product description must also encourage people to make a purchase. And it is important that the soul of the prospective customer is tickled. He must feel addressed, he must feel triggered and he must absolutely want to have the product so that in the end he clicks on the “Add to shopping cart” button on Amazon and finally on “Buy”. It is therefore important that the product description not only lists all the technical and specialist terms, but also offers a nice description that appeals to the heart and encourages people to buy exactly this product.
Fifth tip: The price
Every product has its price. However, the price must be competitive. So there is no point in being particularly cheap or particularly expensive. If the product is particularly cheap compared to the competition, this could give the impression that it is inferior and does not deliver the quality it promises. If it is too expensive, customers and potential buyers will turn to the competition and buy there.
A good average value, which goes hand in hand with the competition, stands for quality and therefore also arouses interest. Therefore, always check in advance what the competition is offering and what the price structure is like there. Amazon offers various options for researching this in detail.
Ultimately, Amazon is always about selling. Only what the customer finds via the search and what appeals to the customer can be sold. And it is only appealing if it is well presented and if the price-performance ratio is right for the customer.
