SEO. It’s more than just a hot ecommerce buzzword: it’s the key to getting your brand discovered on Amazon. With a little algorithm know-how, SEO can push your products to the top of search rankings and help you crush it in sales.
Here are some things every ecommerce brand should know about Amazon SEO and what differentiates it from SEO on other platforms.
Although it may be easy to assume they’re the same, all SEO is not created equal. What you see in Amazon search results won’t be the same as what you see on Google’s PageRank. This is because Google and Amazon users have different intentions when they’re using the search function.
When shoppers are on Amazon, they are zeroed in on making a purchase and usually know exactly what they’re looking for. For example, 80% of all Amazon clicks happen on the first page, and 35% of Amazon shoppers click on the first product that pops up in their search. To ensure sales, Amazon prioritizes listings that have characteristics like high impressions, lots of off-site traffic, and a good seller performance to increase the likelihood of conversion.
In contrast, when shoppers plug their searches into a search engine like Google, their intent is usually discovery. Google prioritizes relevant links (i.e. if someone’s looking for “plumbers in Salt Lake City,” websites that talk about plumbing in Salt Lake City will rank first) as well as the user experience and credibility of a link.
Knowing that Amazon prioritizes listings most likely to lead to a sale can give brands a sense of what they need to target to improve SEO.
Amazon’s algorithms are always changing—for example, while keyword stuffing on the backend of your Amazon listing worked yesterday, it doesn’t work today—and frustratingly, the company doesn’t publicize which variables are most important or exactly how they’re weighted.
In fall 2019, Amazon’s A9 algorithm (named for the amount of factors the algorithm takes into account when determining keyword rankings) was changed to an A10 algorithm. While there’s little we know about A10 yet, we do know what A9 factors continue to affect keyword rankings today.
The A9 factors vary in importance, but each is worth considering for brands looking to improve their keyword rankings.
Seller Authority: Are you an active, authorized seller who has plenty of ratings and reviews? Is your feedback rating good and are your performance metrics healthy? How many products do you have in your catalogue? All of these things determine your seller authority and therefore your keyword ranking.
Impressions: Impressions are views a product has across the Amazon site, affiliate links, and partner links.
Internal Sales: These are sales initiated from the Amazon website without being searched for, like “frequently bought with” items.
PPC Sales: Paid-per-click (PPC) sales used to be a major factor affecting keyword ranking on Amazon, but it’s no longer one of the main forces in keyword searches.
Click-Through Rate: The click-through rate is how often your product is clicked on in search results. The more detailed and compelling your listing, the higher your click-through rate.
Off-Site Sales: Off-site sales is one of the most effective factors that can improve keyword rankings. Off-site traffic driven to an Amazon listing is three times more likely to improve a listing’s ranking than PPC.
Conversion Rate: This is the number of views on a listing that are then converted to sales. Like impressions, the higher your conversion rate, the better.
Sales History: How well your product historically sells and how often its in or out of stock are big factors that determine how you’ll rank organically on Amazon search pages.
Organic Sales: This is when shoppers search for and then purchase your product without any marketing or promotion driving their purchase.
In addition to A9 factors, the biggest piece of SEO on the Amazon site is the Best Seller Ranking. The Best Seller Ranking is determined by the number of sales your brand makes, and that is determined by factors like your customer reviews, your seller performance, the price of your product, and how quickly you ship. Getting the coveted Best Seller badge means sitting comfortably at the top of keyword rankings for your product.
Another area where SEO can be effective on Amazon is in the EBC/A+ content space lower down on the page of your listings. These exist to provide a better shopping experience for your customers on Amazon, and on average, A+ content increases sales by 6%.
EBC/A+ content provides more visuals and technical explanation to persuade shoppers to purchase your product, and reinforces your brand equity. One of the most valuable parts of EBC/A+ content is that it’s optimized for mobile. Customers can see a whole listing rather than the first 200 words.
While A10, again, largely remains a mystery, there are some things we know peripherally that could hint at other ways the site will be measuring rankings in the near future. Amazon has already put patents on image search features, like using image alt text for keyword indexing. This could mean photographs that include descriptive keywords may also be used to increase keyword rankings in the near future.
With an idea of how Amazon’s algorithms scrape search results and what is most effective for improving rankings, there are a few things you can do as a seller to take advantage of Amazon’s SEO.
Use relevant and accurate keywords in your titles/descriptions. The most immediate way to improve your SEO is to make sure that your product listings include all of the relevant keywords a prospective buyer would search for, such as the size, color, and model of the item. Pattern can help you mine Amazon keywords to find thousands of relevant and even unexpected options for your product that can be used to push it to the top of search results.
Clean up the copy on your listings. Your copy should be engaging, informative, and well-written to attract potential shoppers. Bulleted lists with your product’s most important attributes listed at the top are an especially effective way to clean up your copy and incorporate relevant keywords.
Use high-quality images. High-quality photographs that show your product from multiple angles and give customers the ability to zoom in allow them to trust that what they see is what they’ll get from your brand. You’ll want at least seven images in your stack, and incorporating video can also be helpful.
Improve your seller performance. The more products you’re selling, the more likely you are to appear at the top of search results, and in order to sell more products, you need to make sure your seller performance is in good health. This includes improving customer ratings and reviews and having a pricing policy that allows you to win the Buy Box.
Reviews are particularly important for sales, as a Pattern analysis showed that the average conversion rate for products with 3.0 to 3.9 stars is 41%, and the average for products with 4.9 to 5 stars is 50%. Just having a few reviews on your listing can be immensely helpful. An item with one one-star review will pull 76% more sales than an item with zero reviews.
Pattern partners with brands across the world to help them optimize their listings for search results and increase sales. With the use of their in-house specialized software Predict, Pattern automates the selling process and gives you the data you need to succeed on Amazon. To learn more, contact us below.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.