Like the biggest search engine, ‘Google,’ Amazon also assesses its search results through a ranking algorithm (A9/A10). That algorithm considers many factors to determine the product relevancy with the search query entered by the shopper. Some of them are-
- Listing Content Relevance
- Seller Authority
- Amazon Search Result Page Layout
- Product Categorization
- Amazon Sponsored Product Ads
- Sales Ranking
Through SEO, we identify and optimize those aspects of our listings to rank higher in the search results.
1. Listing Content Relevance
The Amazon ranking algorithm tries to offer accurate search results to the user by matching their query with the listing content. So, when creating Product pages, we have to include the right keywords, phrases, and information in critical spots like Product Titles, Image meta, tags, descriptions, bullets, etc. (Otherwise known as Listing optimization.)
2. Seller Authority
The algorithm considers seller tenure on Amazon, positive ratings and reviews, negative feedback, and return rates to establish a seller’s authority. Amazon SEO involves improving these aspects, like resolving poor reviews, asking customers to rate our listings, etc.
3. Search Results Page Layouts & Appropriate Categorization
When a shopper searches for a product on the marketplace, there are two ways it gets displayed.
- List View: Features 15 – 16 products.
- Gallery View: Features 24 – 25 products.
Understanding both layouts is critical to categorizing the product correctly. Moreover, categorization is essential because it helps identify a product’s intent and rank it appropriately.
4. Sponsored Product
Sponsored products usually appear on top of the first search results page or sometimes get merged with the organic results. Therefore, to appear on Sponsored Product ribbons, we must create a proper keyword bidding strategy and PPC campaigns.
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5. Amazon Search Filters
Amazon’s algorithms are designed to understand searcher intent through their applied filters, like: Product category, Seller Rating, Shipment Method, Brand, Color, Size, Product Condition, etc.
Additionally, when optimizing listings, we have to include all that information to ensure the inclusion of our product page in a filtered search result.
For instance, you are selling a white dress from N brand, and you want your listing to come up in the category “dress,” “white dress,” “western wear,” as well as in the “N Brand” filter. In that case, you should specify these characteristics while categorizing them in the Seller Central.
If you fail to specify these characteristics, your “white dress” will not appear in those filters.
6. Amazon Sales Ranking
The Amazon Sales Ranking follows an inverse system.
→ Product Making Worst Sales – Rank later
→ Product Making Best Sales – Ranks in the first few results
And remember, just like you, even your competitors are looking for the best-in-class Amazon SEO strategies to rank higher and sell more. Moreover, it is better to start implementing Amazon SEO procedures as soon as possible.
