How To Rank Higher For Amazon Searches Using SEO

Consider this simple fact: 93% of online experiences start with a search. Yes, these searches take place on well-recognized search engines like Google and Bing, but they occur in many other places as well, from small personal websites to giant social networks.

How Can I Rank Highly for Amazon Searches?

Consider this simple fact: 93% of online experiences start with a search. Yes, these searches take place on well-recognized search engines like Google and Bing, but they occur in many other places as well, from small personal websites to giant social networks. And there’s a whale of a search engine out there that’s often overlooked, one that must be considered and included in the SEO plan of any successful, modern company—Amazon. Amazon SEO is crucial for all businesses, not just e-commerce sites since their goal is to sell everything, even services through their AWS marketplace. Like other forms of SEO, it takes a little bit of work and research to get moving, but it’s pretty easy overall, and the ROI is as good as it gets. Keyword Tool Blog mentions that there are two important ranking factors when working on Amazon SEO. Read Their Blog Here.

Powerful SEO Tools & Reporting

For Individuals & Companies

Selling Products on Amazon

What Is Amazon SEO?

Like other forms of Search Engine Optimization, Amazon SEO encompasses techniques used to better perform in searches on Amazon’s platforms. By using certain phrases and keywords, you can boost your ranking in Amazon search results, thus increasing sales with Amazon.

How To Use SEO Keywords in Amazon?

The proper use of keywords will be the difference between an average Amazon SEO effort and an outstanding one. Keywords are the terms that people type into an Amazon search bar, and no matter how great your product or service is, if you don’t include the right keywords on your listing, you will not reach your target audience, your conversion rate will fall flat, and your discoverability will drop.

One thing you want to strike carefully is a balance between using keywords that are too broad, and the overuse, or “stuffing” of keywords. You want to accurately describe the defining features of your product in a way that matches the terms your prospective customers are typing in as closely as possible. Too broad and you will be awash in a sea of products, not accurately meeting anyone’s search needs. Too specific and the likelihood of someone finding your product sinks, and keyword stuffing can cause your bounce rate to rise (more on that below). In building your listing, there are a few places where your use of copy will affect your search performance.

How do I know what keywords to use?

Sometimes keywords will be obvious and will come immediately to mind, at least the most prominent ones, but what about beyond that? How do you find those secondary and tertiary terms that could be the difference-maker? There are a number of ways to nail down these terms located to the right.

    How To Work Keywords Into Each Amazon Listing

  • Title Keywords

    The product title should always include the most important keywords that identify exactly what product or service it is you’re selling. Included in the title should be terms like the brand name (if relevant), a description of the item, i.e., “ceramic mug,” and the product color and/or size.

  • Backend Keywords

    Backend keywords provide an opportunity to include terms that you wouldn’t necessarily put in the title because they are not the most relevant, or you don’t want them to be public-facing but are likely to be typed in a search box by someone seeking your product. As the name suggests, these keywords are included in the “backend” of your listing.

  • Product Descriptions

    This is a big one, since you will want to both use this space to include vital keywords, but also create a compelling listing that will keep viewers on your listing page. A poor description and people will quickly leave, lowering your conversion rate.

    Use bullet points and get out ahead of your customer, answer questions they are likely to ask and highlight what makes your product or service unique and worth purchasing. Use keywords you were not able to use in the title to create an enticing lead in. At this stage, you are looking to drive the viewer to add the item to their cart. Have a look at the title and descriptions of competitors and other listings selling similar products. What do you like about them, where do you think they can improve? A bit of research can really help you pinpoint exactly where you want to land.

  • Amazon SEO Research Tools

    Keyword tools like Sonar do the legwork for you, pulling data from Amazon websites and providing keyword and key phrase options associated with any provided search term.

  • Amazon Search Bar

    You can also do this manually by typing a search term into Amazon’s search bar and noting what related terms are suggested by the Amazon algorithm. These are other popular searches made by people searching for similar products. Make note of these terms and use them in your keyword strategy.

  • Similar Products

    Again, there may be some knowledge to be gained by examining competitor’s pages, particularly in looking at what their customers frequently buy in the same transaction. These related products might spur some additional keyword ideas!

  • Google Search

    Even if you are ultimately using the keywords in Amazon, using the Google search bar to identify popular search terms around your product could be a worthwhile part of your overall keyword strategy!

What Amazon Keyword Issues To Avoid?

Whether it’s in your Amazon SEO strategy or general SEO approach, you should always avoid Black Hat tactics. Black Hat tactics are unethical ploys like keyword stuffing, buying links, spam, and leaving negative reviews on competitors’ public pages that may offer a short-term reward in some cases but come with significant drawbacks that will hurt your business in the long term.

For instance, if Amazon or Google catches you trying to manipulate the algorithm, they could directly impact your business and bottom line by lowering your position in search results, removing your listing or suspending or deleting your account. When approaching SEO, an honest, long-term view is the one to take.

Also, be sure to avoid keyword stuffing, or the overuse of keywords. By trying to cram too many keywords into your copy, you will end up with uninteresting, forced copy that turns off potential customers and leads to a high bounce rate. Do your homework, and use your keywords judiciously. When done properly, the upside is enormous.

Amazon Marketing & SEO Services

  • On-Page Content Analysis

    Our dedicated SEO teams analyze every page on your website for optimal performance. When necessary, we create or update content to ensure that the page ranks as highly as possible. We may suggest additional features, elements or updates to the layout of a particular page to better turn visitors into leads.

  • Optimized Business Listings

    Shoreline manages your business listings to ensure that your business information, map listing, profile images, logos and categories are properly aligned to drive traffic and accurately represent your business. Our client platforms also track the calls, leads and visits to your listings.

  • Local SEO That Drives Leads

    We focus on data-driven keywords to drive relevant traffic to your business or businesses. Local SEO services are designed to improve local search ranking for potential customers in your area. Our reputation management services help you maintain a positive image across the most popular platforms.

  • National / Regional SEO Services

    Our dedicated search engine optimization services are proven to deliver results on both a national and local level. Choose a package that is suitable for your budget to get started,

  • Tracking and Reporting

    Our enhanced customer portal allows you access to data and insights into your audience’s growth and ROI. Our detailed reporting tools track every form submission, phone call and lead that comes in from your web presence giving you the insights to improve your business and get a leg up on your competitors.

Get Started.

Are you ready to take your digital presence to the next level?

Let's Talk

We're Growing!

Want to Grow With Us?