Visibility plays a major role in the success of a product on e-commerce platforms. Your ideal customer needs to be able to easily find your product. This is highlighted by the fact that over 80% of all sales on Amazon, happen from the first page of the search results. The first page only includes a fraction of the products that are indexed for the search term but is responsible for a massive amount of the sales.
Not many customers move beyond page one, so your product must breach that barrier. However, ranking on Amazon is not just about keywords. Visibility and sales are part of the same puzzle. The more you sell, the better your rank. The better your rank, the more you sell. You see where I’m going with this, don’t you? It is a cycle that guarantees long-term profitability.
The following tips will help you get to the first page and be a part of that profit cycle.
Finding relevant, high-converting keywords is vital for Amazon sellers. Your product’s organic ranking is not directly affected by the number of times you use your keywords. However, you need to ensure that your product is indexed for all relevant keywords. If it isn’t, it won’t even be part of the search results!
So, how do you find relevant keywords? That is where keyword tools come into the picture. Tools like SellerApp will help you find keywords related to your product along with actionable data like estimated search volume, conversion rate, and cost-per-click. You can leverage this data to optimize your product keywords in the backend, the title, bullet points, and product description.
Pro tip: You only have 249 bytes you can use for backend keywords, so avoid repetition and punctuation.
Keyword research is also the fundamental building block of most Amazon PPC campaigns. In a situation where you are spending money to make money, you need to make sure your ad spend is optimized. The wrong keyword can cost you thousands of dollars in sales and revenue.
An optimized Amazon listing isn’t just about keyword stuffing. That does not help. In a lot of cases, keyword stuffing only leads to barely readable copies and obfuscates information. That is the exact opposite of what you need to do to drive sales.
Therefore, while you should use relevant keywords, don’t overdo it. Make sure it isn’t forced.
Now, what do I mean by product listing optimization? I’ll break that down.
Your product title, bullet points, and product description are your sales copies. This is where you use your keywords and provide critical product information to customers.
The title is arguably the most important – it is the piece of text that customers see and read even before they open your listing. That is why it has to be succinct, easy to read, and informative. You only have 200 characters to work with, I recommend using at least 100.
After the title is the bullet points. This is where the customers turn to get additional information about a product. Most of what I’ve written about the product title holds true here as well. Be honest, share critical information, and highlight the benefits of your product. Make sure you emphasize the pain points your product will solve.
The last part is the product description, which could also be A+ content (more on that later). Follow the same principles as the title and the bullet points – informative, and skimmable copy that answers all your customer’s questions.
Your visibility will mean very little if you aren’t converting clicks into sales, so make sure you create listings tailored for your ideal customers. If you have the budget for it, you could even think about hiring experts to write your copies!
Images appear along with the product title on the search results page. This is where you make your first impression, so it needs to be a strong one. We are visual shoppers, so a high-quality and information-rich product photo could be enough to get a click and a sale!
Product images are vital within the product listing as well. I recommend adding at least 6 product images. I also recommend hiring professionals to take product photos – it is usually worth the extra investment.
Some things to keep in mind:
Note: Some brands and sellers also have the option of adding videos. It presents a great opportunity for you to stand out from the rest of the competition.
Have you ever noticed content like this on product listings? Well, that is A+ content. It is a service that enables you to create the ultimate online shopping experience with rich visual media. At the moment, only Amazon registered brands and vendors have access to A+ content, along with professional sellers who are part of the ‘launchpad’ and ‘Amazon exclusives’ selling programs.
If you are one of the lucky individuals who can create A+ content, then you need to seize the opportunity.
Note: Keywords found in A+ content will not be indexed by Amazon.
This is self-explanatory. The lower the prices, the higher the likelihood of closing a sale. The more you sell, the better the organic rank. Amazon loves lower prices, so do the customers. However, this isn’t something all brands or sellers should be looking to do.
Multiple factors go into deciding a pricing strategy. If you can’t afford to take a hit to profitability, do not lower your prices. If you have the room to reduce your margins, then it is an effective strategy – unless you are trying to build a premium brand. If that is the case, then the last thing you want to do is come off as a cheap product (perception is everything)!
Whenever I consider buying a product, I immediately jump to customer reviews and check out what people have to say about it. If there are no reviews, I usually give the product a pass. I think it is safe to say most customers do the exact same thing.
Customer reviews are strong social proof. The rating bar does matter in the long run as well. Amazon knows this and factors these indicators when ranking products. However, getting reviews is easier said than done. If you plan to buy them off Fiverr, I advise you against it.
There are ways in which you can get reviews while adhering to Amazon’s terms of service. Namely, there are two programs:
The programs aren’t free, but they are a great way to get verified reviews early on.
Sponsored ads can propel your product directly to page 1 if you are ready to pay for it. This can provide a massive boost to sales for products that are finding it difficult to reach the top of the search results page.
Since you are spending money on PPC ads, it is vital that they are well optimized and managed. There are plenty of resources online to help you get started, but there is a steep learning curve. No matter how much you learn about Amazon sponsored ads, at the end of the day, you need robust and reliable data to make profitable decisions.
With SellerApp’s advanced machine learning technology, you will get the data you need and a suite of tools to help you automate and manage your campaigns.
Editorial Recommendations are pieces of content, written by publishers (not Amazon), that are posted in the first page of search results within Amazon, usually just below the fold. These function as third-party curations, helping shoppers make decisions. Wherever you are appearing in one of these articles, you should be matching with your PPC. To maximize your appearances in articles and track their performance, sign up with Seller Rocket.
Other than the factors that I have highlighted, there are other strategies and metrics that you need to watch out for as well. For instance, being stocked out can cripple your product’s rank, so that is a factor you need to consider.
Performance indicators like order defect rate, seller feedback, return rate, etc also affect your product’s organic ranking. If your fulfillment strategy is on point, you won’t have to worry too much about these metrics.
A lot also depends on the product you are selling in the first place. No matter how much you try, if there is no demand, you’re not going to make money! So make sure you don’t sideline product research.
Arishekar N, the Head of Marketing at SellerApp, specializes in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic ranking of webpages on search engines with innovative SEO strategies and online promotions.
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