There is currently a great deal of talk in retail about integrating new experiences to better reach customers who bounce between multiple channels. While much of this conversation on “omnichannel” marketing focuses on the integration of retailers’ traditional storefronts to their own mobile and desktop experiences, retail business should not overlook marketplaces such as Amazon as a critical touch point from the consumer brand experience.
Amazon Is the Most Important Search Engine for Product Marketers
We all know that Google is the leader for searches, but if considering hunts for products, Amazon severely trounces Google. Thirty-nine percent of online shoppers research products on Amazon before purchasing compared to only 11 percent on Google, according to Forrester Research. To put it differently, the ninth-largest merchant in the U.S. (Amazon.com) is also the very popular search engine to search retail products on.
While having a strong presence in Google search results is very important to brands, Amazon is the number one destination for product research.
Amazon SEO Is Not Google SEO
The 2 platforms have basic differences, although some SEO principles are similar between Amazon and Google. Google’s search algorithm assesses the relevancy and authority of websites and webpages while Amazon’s algorithm is more concentrated. It’s designed to drive purchases by factoring sales history, conversion rate, seller rating, product reviews and ratings, and other engagement signals into its algorithm in addition.
Bearing this in mind, the following is an Amazon SEO checklist that covers the most elements necessary to acquire prominence and compete for its “shelf space” which search results mean for brands online.
I. Control Your Listings with the Amazon Brand Registry
Since Amazon unites all vendors’ offers into one record for a UPC, content submitted by sellers such as copy and images will be pooled together for Amazon’s catalog team to find out which content will be shown. To implement other modifications, upgrade on page content, or control images, Amazon allows brand owners to edit listings associated with its owned trademark by submitting an Amazon Brand Registry application.
Approved sellers will be able to implement changes and prevent other vendors from making modifications. The requirement for an approved application is that (1) you’re the trademark owner of the brand; or (2) you’re authorized by the trademark proprietor to represent the manufacturer on Amazon.
II. Product Category
While the vast majority of Amazon sales originate from search bar inquiries, products are also found by consumers throughout the browse tree column onto the left-hand-side of a search results page. To be certain that you’ve categorized your product listing, research products to find an indication of the category that is right. As soon as you identify the most applicable product category, consult with Amazon’s category-specific navigate tree guide to choose the correct browse nodes within the group. Additionally, it’s a good idea to make sure content optimization includes these category keywords.
III. Images & Videos
While Amazon has provided a long list of prerequisites for images to be familiar about, with the aim of optimization, make sure you have (1) high-quality images [at least 1 MB and 1,000 minimum pixel length] (2) and at least five pictures. While the maximum image size is 4 MB, keeping images under 2 MB may prevent slow page load times.
Based on data from another large marketplace, a random sample of 6.8 million listings indicated that those with high-quality images were, normally, 4.5 percent more likely to convert. It’s helpful to consider the browsing experience from the customer’s perspective and ask whether you’ve included images that are enough to provide sufficient information.
While third-party sellers can’t add their own videos to listings, you may be able to request a video to be added if there is an existing video on an Amazon retail listing within the same product line.
The main content sections in listings where you will showcase information about your product are the Title, Key Product Features, and Product Description sections.
Perhaps the easiest correction is making sure that your listings use all five of the bullet points in the Key Product Attributes section; if it has less than five bullet points, the list may be suppressed by Amazon in search results. Specific data explaining the essential characteristics, features, and advantages of a product should be listed by points. According to Amazon’s instructions, the first thing should list all this package’s contents.
The Product Description section ought to be written as articles in paragraph format. This is the primary place on a listing to add brand story messaging, product benefits, and important ingredients.
It’s also the most critical for two reasons, while the Title is the part of record content. Amazon’s search algorithm places for fitting content to search inquiries on titles, the most weight; consequently must also be from the name. Titles are crucial because they are the content displayed in the search results. Refer to Amazon’s category-specific style guidelines for detailed information on how to format titles in each product category.
V. Variation Configuration
Goods convert when listings are combined and coordinated by attributes like size and color. By blending individual “child” listings to a “parent” listing, customers can select all applicable sizes, colors, or other merchandise variants from 1 listing. A secondary benefit from using the “parent-child” arrangement is that you can piggyback your way to better visibility by combining your listings right into a present parent listing that already ranks well.
VI. Keyword Optimization
There is a great pre-existing body of knowledge to reference that addresses keyword research and content optimization for Amazon, but the following section covers basic best practices for optimizing Amazon listing content.
These terms must clarify what a product is, but sometimes subject – or solution-related keywords can also be considered. Itself is your best starting point for research because titles of well-ranking rival products include key terms that are valuable to use. Additionally, pay attention to terms automatically suggested from terms, as well as the search bar in the appropriate category browse tree.
On Page Keywords
Describe phrases are headed by your two most important and include them once as exact matches in bullets, the name, and merchandise description. While matches are ideal, particularly because the title holds the most weight for matching, partial matches will be achieved by ensuring that every word is included in every area. Moreover, the bullets and product description areas can easily include more or 10 of the other phrases during matching.
Amazon provides an opportunity to include more keywords in every listing’s backend through the Seller Central platform. The meta keywords area provides as can fit in each row, five rows of 50 characters each to place as many words. Make sure you include all of the original head phrases that you optimized the material to, avoiding duplicate words.
Merchandise Companies Need to Invest in the Marketplaces Channel
Retail merchandise companies can’t manage their presence to be invisible on marketplaces like Amazon. Brands which aren’t leveraging the station are currently allowing their opponents to capitalize on their existence that is voided. In order to maximize earnings in the station and provide a touch point to customers to participate through their brand, product marketers need to manage the visibility of their goods as part of an Amazon-specific strategy that is retail.
Last, merchandise businesses which decide to make a strategic investment in the channel that is marketplaces should start by answering these questions: How visible are the branded products on Amazon? Can your brand visibility compare to competitors? How correctly is messaging and your brand image represented?
By following the above checklist and answering these vital questions, you might discover that you’ve not only enhanced consciousness to your brand, but also gained extra customers.