It is one thing to rank consistently high on the search engines such as Google, Bing, etc. When it comes to Amazon keyword ranking, the situation is entirely different.
This is because Amazon uses a special ranking algorithm known as the A9. This system works in a different way from the normal ones. Hence, ranking high both on the normal search engines as well as on Amazon takes some doing. Let us look at the basic differences between the two systems and arrive at a consensus whereby you can hit the right formula and succeed in your endeavor.
Boost Internal Site Search Rankings:
Every search engine has its individual formula for determining the factors that boost search rankings. No search engine will ever disclose the formula as it can cause wholesale manipulation on various fronts. This is and will be a closely guarded secret.
However, you can always predict the factors that can affect the search rankings. Let us look at some of them in brief.
- The title is the most important part of any content. Using the primary keyword in the title tag will ensure that more people react to it.
- The Anchor text of the inbound links is very important. This is how people perceive your website. It should be such that it promotes your content.
- The age of the website and the global popularity it exhibits are very important factors as well.
- Internal linking is a very important aspect.
- Making proper use of the keyword in the body text can improve matters a great deal.
- Ensure that you have excellent content. This can provide the requisite impetus for people to visit your site frequently. This can increase your search rankings.
Will these factors be enough for securing a high rank in Amazon? Unfortunately, it will not be enough to do so. Therefore, what is the solution to this problem?
It is not that these factors do not help. You need some additional factors. In order to understand what they are, you have to understand the Amazon algorithm, A9.
How does A9 work?
The A9 works in a special way. Understanding A9 is the key to achieving a top SEO result for a keyword on Amazon. In order to understand A9, one should know the mentality of Amazon. This retail giant concentrates on maximizing its profits through sales commissions. Hence, it has developed a unique Amazon keyword ranking tool.
The working of the A9 depends on two main factors, the Performance factors and the Relevance factors.
- Performance factors: These factors determine the popularity of the product. Important aspects of this factor are CTR (Click through Rate), conversion rate, and sales.
- Relevance factors: The usage of the keywords and its positioning is very important. Products that match with the search query have a higher rank in Amazon.
How do the Amazon SEO tools work?
There is a huge difference in the way people search in Amazon as compared to Google. People prefer to use long-tailed keywords that describe the product in as much detail as possible. Hence, you should be aware of these long and detailed keywords. This requires you to do an Amazon Keyword research.
Using a tool such as Sonar can help a lot. This tool will be able to provide you the right kind of long tailed keywords that people usually use on Amazon. The key to success is the successful placement of such keywords in your content.
The location of the keyword is very important in Amazon. Some of the keywords you choose might be more relevant than the others. The thumb rule for the use of the keywords in Amazon is as follows.
- Title: Include the most relevant keywords in the title of the product.
- Use Bullet points: Use the long tailed keywords in the product description as bullet points.
- Product Description: Use as many long-tailed keywords as possible in the product description.
Amazon follows a very peculiar method of ranking keywords. They constantly update their algorithm based on the customer’s preferences. Naturally, the keywords present in the product title carry the highest weight followed by the rest. Therefore, matching the product title to the search query is of utmost importance. One should also remember that repeating keywords will not suffice to improve your Amazon keyword ranking.
There is no such thing as a universal CTR ranking in Amazon. It depends on product to product. In case of similar keywords for different products, the higher ranked product will automatically have the higher CTR. This is a vicious circle. Higher the CTR, higher is the ranking and vice versa.
The title and the brand of the product are of greater importance. The more the number of relevant keywords in the title, the higher is the ranking.
The pricing of the product plays an important role as well. It is an established trend that people equate higher price with better quality. Other factors such as shipping charges and speed of delivery also play an essential role in the ranking of products on Amazon.
There are certain other factors such as the ‘Amazon Choice’ tag. Similar products not having this tag get an inferior ranking even if their pricing is low.
The conversion rate is a key factor in Amazon SEO. Just as in the case of CTR, it depends on the individual keyword. Conversion rate is the percentage of actual buyers to the number of shoppers who visited the product listing page. Higher the conversion rate higher is the ranking on Amazon. The A9 takes these factors into consideration as well.
Amazon does not give much cognizance to the super URLs. These events occur when the shopper lands up on Amazon from a different source by directly clicking on the URL instead of coming via the Amazon search.
Images are the most important in Amazon SEO. The customers always like to see an image of what he or she is buying from varying angles. The zoom features play an important role. Using them intelligently can boost your rank in Amazon.
Amazon reviews have a high degree of importance as well. They can play a great role in influencing the conversion rate. Customer service actions such as prompt delivery, professional packing, immediate response to returns, etc can play a great part in garnering better reviews.
You have just seen how the Amazon SEO Tools work. In order to understand how to rank products in Amazon, you should master the A9 algorithm.
Mastering the A9 can have a positive effect on your Amazon keyword ranking.