Like the rest of the Internet, rank matters on Amazon. A product’s ranking within a category can have a significant impact on its sales, and Amazon rewards it for moving up the rankings, further increasing its sales velocity. This is the flywheel effect: the faster it spins, the more purchases are made. But how do you get your product to that level? In this post, we’ll look at five ways to increase your organic ranking on Amazon.
1. Create a solid product page
If you want to list your products on Amazon, the first thing you need to do is gather basic product information and curate it in a way that makes sense for the Amazon platform. This goes beyond just making sure the UPC is correct, the SKU is added properly, and the product name is there. Your product page should tell a story. Shoppers need to have an interest and connection with your product to complete a purchase. If they can’t make that connection, whether emotional or practical, it’s very easy to move on to another product, especially on one of the world’s largest e-commerce sites. , images, and A+ content to build a page that attracts shoppers. All of these emphasize the need or problem the product solves. If you need more steps to build your product page, check out our three-part series.
2. Listing SEO
Now that you’ve built your product pages for the human eye, you need to consider the bot’s eyes. Amazon’s algorithm scrapes every product detail page like Google scrapes his web page. Amazon’s algorithms serve a similar purpose of matching shoppers’ searches to products that they believe will meet their needs. Information comes from product page content, shopper browsing data and, of course, purchase history. It’s no secret that at Amazon, product sales speed affects algorithmic matching as much as page content. So audit your content and compare it to the most searched products within your category. Look at your competitors. What information is in their list that you may not be? This can be useful to both humans and bots. But most importantly, make sure it’s readable. Gone are the days of keyword stuffing on Amazon, so deal with humans first, then bots. For more of her SEO practices, check out her blog on balancing SEO for user experience.
3. Use All Amazon’s Organic Tools
Amazon continues to develop and release tools for brand owners to measure organic traffic on Amazon. These tools include brand analytics reports, search analytics, and brand metrics. These tools allow brand owners to baseline their market ownership on Amazon and identify which major searches, categories, or products are dominant or which could use additional support helps. This data should help your advertising strategy. By taking advantage of the top search queries, you can protect and feed the relevance to that search, making it much harder for competitors to kick your product out.This same strategy. can also be applied to searches that you are not dominant in but need to grow your market share. over time, the organic ranking for that search will increase.
4. Amazon Ads
As mentioned above, buying ads can help you rank higher in desired customer searches and protect your brand from competitors. Amazon’s algorithm is transform driven. If a product sells, it’s a positive indicator to the algorithm that the product is a good fit for that search. The more purchases made in that search, the more relevant it is, and the Amazon algorithm rewards listings with higher positions, both paid and organic. Utilizing Amazon Ads to increase the likelihood of purchases for searches that are critical to your brand and brand growth is a necessary step to boost both your ad rankings and your product’s overall organic rankings.
5. Non-Amazon Ads
Amazon rewards external traffic. So getting more traffic to your Amazon product page or brand storefront from other sources can help boost your product rankings. can be done effectively. Using Google, Facebook, Instagram, Pinterest, etc. to drive traffic from these platforms to Amazon can be very valuable and show Amazon that your brand is a popular destination for shoppers. indicate. Amazon introduced a brand referral bonus earlier this year. This applies where a portion of Amazon’s referral fees are refunded if you are not running Amazon’s ads and those ads are tagged with Amazon Attribution.
Bonus tip – make sure your shoppers are happy!
Savvy marketers and advertisers know that happy customers are powerful brand ambassadors. So make sure your Amazon experience is as enjoyable as your website and social media presence. Brands that take the time to establish a holistic look across all sales channels have satisfied customers who share their experience.
By implementing these strategies and maintaining a consistent product page, organic brand presence, and advertising campaigns on and off Amazon, as long as Amazon shoppers continue to enjoy our products, we will continue to grow overall in our product categories. rankings continue to rise.