Search Engine Optimization is a term that everyone who works in the ecommerce world is already familiar with. Whether you sell on your own site or not, you would love to have your items appearing at the top of the search results for all of your potential customers. Google SEO is a massive industry, with thousands, if not millions, of agencies promising to help you rank better in the Google results.
But ecommerce sellers also know that SEO on any given marketplace is also crucial. As ecommerce sites like Amazon, Walmart, Ebay and Target continue to expand their marketplaces, they are designing their own in-house algorithms that do not rely on Google’s results. While it may never be possible to fully “know” how the algorithms work, with patience and experimentation we can learn a lot about how it works.
Amazon and other E-commerce marketplaces benefit from having limitless “shelf-space”. Amazon can list as many different varieties as sellers can produce. But in order for Amazon to make money (a goal they never lose sight of), they need to ensure that customers can find relevant products quickly. Amazon has constantly iterated on how to provide the most useful results for their customers, including:
# of reviews
Quality of reviews
Keyword matching and fuzzy matching
Sales velocity (BSR)
User shopping history
Branded search frequency
All of these factors (and doubtless many more) combine to produce the ultimate result: the organic ranking. At Seller Rocket, we look at organic ranking on individual keywords to help target our PR efforts for Editorial Recommendations. If your organic rank is on the 1st SERP, you reap lots of benefits – more visibility, more clicks, and more conversions, as well as the potential for being mentioned in an Editorial.
Although Amazon has built its own Search Engine, it still relies (albeit indirectly) on Google and other search engines to send traffic. While over half of product searches already start on Amazon, the other half have the potential to lead to Amazon. When an Amazon-listed product is listed in a post that ranks highly in Google (whether organically or in a paid post), that traffic is highly valuable to Amazon.
Publishers producing their own content on their native websites understand the value of this traffic, and are taking advantage of Amazon’s Associates program: a way for publishers to monetize their good reputations through editorial review content. Larger publishers will even buy search traffic, in the form of Google Ads, to get a larger share of the searches for “Best Lawnmower”. The price of the clicks is more than paid for by the conversion (via Amazon). Large publishers also find it much easier to rank for popular (and high intent) search terms, and so they are highly discoverable.
Amazon seems to incorporate this traffic into its own algorithm for organic ranking. At Seller Rocket, we have seen our customers’ items get mentioned in High DA, Elite publications, and almost immediately their organic rank on Amazon improves.
Ultimately, you can’t sell any products if no one sees your listing. Visibility is vital, and knowing where you are highly visible is a great place to start. When we consider whether your product is viable for Editorial Recommendations, we will look for keywords where you are already “winning” – by building your presence there, we can start to build your overall sales Velocity, improve your BSR, and increase your chances of being on the 1st SERP for the highest search volume terms.
Contact us today to arrange a free evaluation of your products.
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