Amazon sellers frequently have the false impression that their listings are well optimized. Here’s How to Ensure That They Are!

You want to reach as many potential customers as you can as an Amazon seller. The secret is to understand how Amazon selects your products for placement in search results that come from their platform.

An Amazon BSR is a formula that Amazon uses to determine which listings are displayed to customers first. The “Best Sellers Rank is based on Amazon sales, and is updated hourly to reflect recent and historical sales of every item sold,” according to Amazon.

Your Amazon BSR is calculated using the Amazon A9 algorithm, which focuses on a variety of direct and indirect criteria. However, On-Page Optimization and Sales Velocity rank as two of the most crucial factors.

Everything from the relevance of your listing copy to the image quality is considered as part of on-page optimization. The quantity of sales you make in a specific amount of time is what sales velocity is all about. You’ll need a deeper understanding of how Amazon’s search engine actually functions and how potential customers are finding your product on the platform in both of these situations.

You’ll receive a basic game plan for fast enhancing click-through and conversion rates to improve your overall Amazon product rating from this short guide on keyword research and strategy.

How to Improve Your Amazon Ranking

Amazon functions as both a search engine and an online marketplace.

Consider it this way…

There may be a variety of reasons why someone searches for “traditional Irish folk music” on Google. They can be trying to refresh their memory of a specific musician, conducting research for a project, or searching to purchase an album.

Amazon, in opposed to Google, makes the assumption that everyone wants to buy something.

Because of this, Amazon should match each search with the items that are most likely to result in a sale.

Therefore, it makes sense that there would be another ranking element to take into account in order to increase your Amazon sales rank and obtain the Amazon Buy Box. It’s important that both your advertising strategy and product description page be fully optimized if you want to precisely reach the relevant customers and persuade them to make a purchase.

However, there is a challenge with Amazon product optimization. Many Amazon sellers mistakenly believe that their listings are fully optimized. Unfortunately, they’re not in the majority of cases.

 

This article aims to arm you with the resources you need to make sure that your Amazon PPC and SEO campaigns complement one another to increase visibility and promote sales.

1. Use automatic targeting while doing keyword research.

How do you get the ideal customers to see your Amazon product listing? Understanding the purpose of the searches that led to your product is the first step.

The first step in developing a successful PPC advertising plan that can improve your Amazon SEO is conducting keyword research.

You can target certain keywords to improve your ad campaigns and product listings if you are aware of the ones that are most likely to result in a sale.

Targeting Keywords for Amazon Ads

For keyword targeting in their ad campaigns, Amazon offers advertisers a choice of two options:

  1. Manual Targeting
  2. Automatic Targeting

When using manual targeting, you make your bid after selecting the keywords and phrases you wish to use. That’s wonderful if you’ve already done research on high-performing phrases, but what if you have no idea which keywords will work the best?

Automatic targeting can assist you in determining which keywords to use if you want to conduct a low-cost test on the kinds of search phrases your potential customers use.

The benefit of using automated targeting is that all you need to do is set your campaign to automatic targeting and allocate a minimal budget; Amazon will take care of the rest.

Running these keyword “tests” automatically can help you save a ton of time on keyword strategy optimization because the Amazon search engine will give you a list of tested, high-converting terms to utilize in your manual advertisements (many of which you would not have thought of).

Additionally, you’ll have the chance to include these profitable keywords into your organic Amazon SEO.

2. Adjust Your Keyword Plan to Increase Click-Through Rates

If you don’t approach Amazon advertising with a clever strategy that integrates the correct keywords and phrases to optimize your ads to achieve conversions and sales, it may rapidly become expensive.

By improving your Amazon PPC ads, you’ll increase your sales velocity, which will boost your ranking.

But knowing the appropriate keywords to use is only the first step. In order to increase the performance of your ads as a whole, you must then decide how to best match them with relevant search queries. Amazon match types play a role in this.

Match Types for Amazon

By selecting a match type, you can instruct Amazon on how to relate your keyword to relevant search terms. In order to avoid wasting money (and damaging your rating) by delivering ads in searches that are unlikely to result in a sale, choose the appropriate match type for your ad.

The four match types available on Amazon are Broad, Phrase, Exact, and Negative.

Broad Match Type: A search phrase may match if it contains all of the keyword terms in any order, making broad match the most inclusive match type. If you’re not careful, broad match keywords could cause your ad to show in unrelated searches and not result in sales. Broad match keywords are frequently much less expensive than other sorts of keywords.

Phrase Match Type: When a search term is phrase matched, it must contain the exact phrase or group of words in order for the selected keyword to be found. Usually, the phrase match type is less expensive and limited than the exact match type, but it allows you more control over the search phrases that your keyword matches for.

Exact Match Type: By selecting “exact match,” you are telling Amazon that in order for the ad to appear, the search term must exactly match the keyword or group of words. Exact match keywords are typically the most competitive and expensive because you are limiting the types of searches your ad will show in.

Negative Match Type: By specifying this type of keyword parameter, you are instructing Amazon to ignore any search phrases that contain the chosen keyword. For example, you might choose “kids” or “children” as negative keywords if you sell adult baseball hats and don’t want to appear in searches for kids’ baseball caps.

Low click-through rates are disliked by Amazon

A low click-through rate (CTR), which is calculated as the number of individuals who click on your advertisement divided by the total number of ad impressions, tells Amazon that your advertisement is either unattractive to consumers or irrelevant to their needs.

If the latter is true, using the right match type for your chosen keywords can significantly increase your CTR. Negative term use will also lessen the amount of times your ad appears in pointless searches, increasing your overall CTR.

The first step you should do if you want to raise your advertisements’ click-through rates on Amazon is to adjust your match type strategy. You’ll be able to boost sales velocity and conversion rates as a result, which will enhance your overall rating.

3. Produce listing content that is keyword-rich and customer-focused.

The next step will be to include those keywords in your listing content once you have determined which keywords to use and how to use them most effectively in your marketing campaigns. As a result of increasing your listing’s relevancy in the eyes of the Amazon algorithm, you will be able to raise your organic Amazon ranking.

Four chances exist for incorporating your keywords into your Amazon listing:

  • Product Name
  • Important Product Features
  • Product Information
  • Terms for backend searches

But be careful!

Keep in mind that you’re writing for more than simply the Amazon algorithm. You’re writing for Amazon customers (who are people). In order to score highly, you must find a balance between appealing, customer-focused language and SEO copywriting. Recently, Amazon changed their algorithm to prioritize listings that seem to have been created for people rather than computers.

Product Name

It is said that a first impression can be formed in just 5 to 10 seconds of meeting someone new. The same applies to the name of your product.

Although you have a character limit of up to 200, only the first 5–10 words of your product title will show up in a search result, making these 5–10 words the most crucial part of your listing’s description.

Let’s look at an example…

This title is effective since it keeps the material customer-focused while using high volume, relevant keywords (“shoe deodorizer”). Additionally, dashes are used to break up the text and make the information simple to read.

 

Important Product Features

It can be difficult to include your whole product description and focused keywords within the limited 200 characters of the product title. Because of this, after the customer has arrived at your product page, you have a lot more room to make your case.

With a maximum character count of 1000, Amazon’s product features section provides you a little more room to breathe, but you still need to make good use of it.

A solid list of essential features begins with a major advantage for each item that speaks to the demands of your target audience.

 

You can notice in this image that the copy emphasizes five main benefits: fashionable, safe, appealing to infants, simple to clean, and a money-back guarantee.

The use of more specific product attributes and keywords (such as “gender-neutral,” “hypoallergenic,” “waterproof,” etc.) to support each benefit helps to dispel any potential concerns from the customer.

Product Information

You should elaborate on your main product features and benefits in your product description section. You should also include any long-tail keywords you found throughout your keyword research.

Putting your primary keyword close to the beginning of your product description is the ideal strategy for Amazon SEO. Additionally, you can add a keyword to the description if you didn’t get a chance to do so in the product title or key features.

The most effective copywriting tells a story, much like any marketing copy. It entails providing a story that depicts the difficulties and problems a potential customer would have before buying your goods and emphasizes how your product can address those problems.

You should use polite, conversational language instead than technical terms. This area gives your article a little more “humanity.”

Do
  • Strategically and in a way that sounds natural, include relevant keywords into your copy.
  • By imagining your ideal customer and what they would like, you may create a buyer persona.
  • With unique product advantages, override their objections.
  • Point out features that set your product apart from those of your competitors. Consider what you can provide that others cannot.
  • Tell a story. Everyone enjoys a good narrative, and it can help place your product in the context of your customer’s life.
Don’t
  • Put a lot of keywords in your listing. Do not forget that you are marketing to people and not to computers.
  • Be overly self-absorbed. Your product’s content should demonstrate how its key characteristics convert into real benefits.
  • Go with the flow. Concentrate on what makes your product unique rather than copying what your competitors are doing.
  • Copy a manufacturer description and paste it into your content, then go on.
Optimizing the backend

In the product page’s administrative backend, Amazon sellers have the option to add more details about a product.

The use of meta tags in the backend of your product page aids Amazon in determining the applicability of your product offering.

But there’s a catch.

Think again if you believe that you can just add irrelevant or unrelated keywords to the backend to increase traffic. Never use this part to cram your website with keywords that aren’t related to the ones you targeted on the front end.

Don’t use it in the backend if you wouldn’t use it on the front end.

Backend keyword stuffing will simply reduce your results by attracting irrelevant audiences.

Final Thoughts

There are a few things to be aware of if you want to raise your Amazon ranking so that you can develop a more effective optimization approach.

The first thing to realize is that people who search on Amazon are there to buy something, therefore it serves Amazon’s interests to match them with high-quality goods that satisfy their wants.

The Amazon search engine is built to deliver the most relevant products for every query because of this. Too many Amazon sellers prioritize generating a lot of traffic at the expense of audience relevance.

Instead, you should concentrate on choosing keywords and phrases that match your product with the appropriate customers at the appropriate stage of the purchasing process.

Your plan will benefit from adding this crucial focus if you want to raise your Amazon ranking and organically increase the number of people who see your product. This guide should assist you in putting into practice a more thorough plan to raise your organic ranking and boost conversions.