Page 26 - AeM_July_2018

COMPANIES & CAMPAIGNS

The basics for effective Amazon SEO

Whoever wants to sell on the Internet can’t ignore Tip 1: Keyword
Amazon, as it has long overtaken Google when it comes
to product search. The huge shop-in-shop-portal is Amazon works with algorithms that search the Amazon
simply known and used by almost everyone. Standard Identification Numbers (ASINs) for strings -
similar to what Google does. Keywords are primarily
For instance, a study from personalization platform not the only and most important criterion for a good
company BloomReach found that 55% of consumers turn ranking, but a well-thought-out placement of keywords
to Amazon first when searching for products online and with high search volumes contributes significantly to
the e-commerce giant managed to steadily increase its successful Amazon sales.
product-search lead throughout the years. Furthermore,
the study revealed that Amazon is involved in almost all Keywords can be researched conventionally by using
online shopping activities, impressively stating that Google's Keyword Planner, and to map all relevant
‘approximately 9 in 10 consumers will check Amazon short-, mid- and long-tail keywords, using the service of
even if they find a product they want on another retailer's Keywordtool.io is a useful tool as well. Even the order
site’. So, it seems, on Amazon there is simply nothing of placement is simple: the most important keywords or
that can’t be bought. phrases should be placed in the title, followed by
keywords in the product description, and the remaining
Therefore, the rumor some time ago that Amazon is keywords placed in the bullet points. Maybe you want
adapting its search engine algorithm to that of the Google to consider looking for niche keywords, so that your
search engine stirred up the SEO industry enormously, chances are higher of getting a good Amazon ranking,
as it not only means that SEO can increase traffic to due to less competition. And last but not least, pay
websites but also directly affect one of the world's largest attention to user-friendly, readable content.
sales portals.
Amazon has invested heavily in and touted its advanced Tip 2: Product description
algorithmic recommendation capabilities, with the result
that today 75% of consumers feel that no other online The product description should not only contain
retailer can personalize experiences better. important content and keywords, but resonate with the
structure as well. Keep an eye on providing a clear
So, let’s summarize the basics for Amazon SEO to play it structure by using subheads, paragraphs and short
right and get a piece of the action: sentences. In the Amazon app, customers see the

26 July 2018 - Voice Search & Search Engine Optimization (SEO)