A lot more goes into being an Amazon seller or vendor than some may assume. It isn’t a case to upload a product to the marketplace and see it fly.
Those who are looking to make a decent return on the platform need to have a basic understanding of Amazon’s ranking algorithm and how to adapt their listings to benefit from it.
Suppose you are unsure where to start or need guidance, enlist the help of an Amazon Vendor Agency to help.
Amazon typically looks at three things when determining the rank of products on their results pages. They look for reviews, sales, and keywords. The first two can only be controlled to a certain extent through exemplary customer service and quality products. The only factor vendors and sellers have complete control over are their keywords.
Keywords on Amazon work similarly to keywords for SEO on Google. It would help if you showed Amazon that your products are relevant to what your target audience is searching for by implementing relevant, high search volume keywords in the listing.
There are a few places where these keywords can be placed in your product listing to have the most significant impact.
The first is the product title. You may have noticed that competitor titles are often keyword-heavy; Amazon doesn’t seem to mind this, so include all of the most critical keywords in your product’s label. This should be your priority when optimizing your listing.
The second place to include keywords is in the product description. This is where you will have the most space to include keywords and variations of keywords to hit a broad spectrum of searches.
When optimizing this section of your listing, it may be tempting to start keyword stuffing to ensure you include them all. However, it is essential to remember that your listings are targeting humans, who will be the ones making the purchasing decisions at the end of the day. This indicates that the text must be balanced between optimized copy and consumer understanding.
The third place, which is often overlooked for keyword placement, is in the backend. There is the Hidden or Search Terms area of your Seller Central backend, which gives a 250 character space for keywords. It is essential to not just repeat keywords featured in your title and description.
Utilize this extra space by including misspellings or grammatically incorrect search terms with high search volumes. The keywords here are not visible to consumers, so your integrity will not be tarnished by containing spelling mistakes.
these are core keywords that directly relate to your product. If you sell sugar-free, natural energy drinks, your seed keywords may be “natural energy drinks,” “sugar-free energy drinks,” and “energy drinks.”
From here, look at the top five sellers for your seed keywords and note down how they describe their products. This will expand your list of keywords and give you ones to target that will help devalue their listings and strengthen yours.
When you have a decent list of seed keywords and competitor keywords, use a keyword research tool such as Keyword Inspector to take the seed keywords and produce a more extensive list of related terms, as well as frequently searched for prepositions and questions related to your product too.
You will have to clean your list. You will have likely been presented with keywords that contain brand names, which you will not want to optimize for, and keywords that have little to no search volume that would waste your precious space to include.
You can use a tool to find these volumes and how competitive each term is. Aim for high volume, low competition.
Once you have your final list, input the keywords into your listing in the places suggested above, and be sure to make the language seem natural while doing so.
After a month, you should check the performance of these listings and determine whether further changes are needed. Keyword research isn’t a one-time activity and should be conducted regularly to maintain momentum in the rankings.
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