In our previous post, we looked at the five top areas that Amazon SEO activities impact, but what does an Amazon SEO strategy look like? Here, we’ll dive into how we recommend clients manage their listings to best index for the Amazon algorithm.
A note before we dive too deep into optimizations: Amazon is actively testing AI content on the site, and product detail page information is one of those areas being affected. You may see product attributes change or the brand name drop from your product title; know that this is due to Amazon’s AI experimentation. If you need anything reviewed or changed from the AI content, you can access it via the Explore Brand Selection in Seller Central.
If you’re all for the power of AI, Amazon has even launched a listing generator where you can drop a link to a product on your website that then creates an Amazon-optimized and compliant listing.
Whether you use Amazon’s sparkly new AI tools or manage your product listing content manually, the intent of the strategy is still the same – get the most out of your listings to impact Amazon’s search results.
Images
The very first thing most shoppers see on Amazon is your product image. This is what helps them decide to click and leave the search results page to learn more about your specific product. Having a high-quality, easily understandable main image photo is critical to your product’s success. The more informative and engaging your images are, the more likely shoppers are to then read about your product. This is then rewarded by the Amazon search algorithm when shoppers spend time on your page, and Amazon sees it’s earning higher session rates.
Product Title
Your product title should include the most important details that shoppers will need to make a purchase decision. It should also include the most popular search terms that shoppers use to find your product and still be readable. Remember, you’re writing your product content for a human, not a bot, but there is a balance to be struck.
Where Do I Get Ideas for My Content?
There are a few places to look when trying to generate ideas for your product content on Amazon, and you don’t need to pay for an added research tool. Look at your search term reports from your ad campaigns, and identify a few words or phrases that shoppers search that then result in a sale. Are those words or phrases covered in your title, bullet points, or description?
Also, look at your competitors. How are they describing their product that is similar to yours? Are there other descriptors in their content that apply to your product but are missing?
Finally, look at your Brand Analytics report in Seller Central or Vendor Central. This report can show you the top search terms on Amazon, the top searches relevant to your brand, and the top searches relevant to your ASIN. Make sure that those search terms are covered in your content.
A+ Content
Take advantage of Amazon’s A+ Content feature if you’re a registered brand. Using the added modules for A+ Content, you can add additional images and text copy to describe your products and holistic brand messaging with Brand Stories. There’s even the ability to use video if you’re eligible for Premium A+ Content.
Having this added content helps your SEO in two ways:
- By keeping shoppers on your product pages longer, A+ Content helps with consideration and conversion, both of which the Amazon algorithm rewards with increased search ranking.
- The added copy text is indexed by the algorithm, giving the Amazon system more data points to match your listings with potential shoppers.
Product Details
Complete your product details. While Amazon does not require all product detail fields to be filled in, it’s in your best interest to complete as many as relevant to your product. These product details include things like model numbers, style, material, color, size, product benefits, etc. The more of these fields that are complete, the more data the algorithm can evaluate to match with your shoppers.
Additionally, Amazon is pulling some of this information up from below the fold and placing it front and center on the product detail page, right above the bullet points. This is dependent on your product category, so it may not appear on all listings, but it’s worth completing if it gives you an edge over competitors who did not complete it. You can see that in the image below. Right below the variation, but above the product bullet points, Amazon is pulling in the additional details that are complete for this moisturizing cream. The bite-sized information is easy for shoppers to browse through and make decisions.
Amazon SEO is an ever-changing landscape. Between algorithm updates, the introduction of AI, and the activities of your competitors, brands need to have an SEO strategy in place, customized to the Amazon marketplace. By implementing the strategies discussed – crafting compelling content, leveraging images, A+ Content, and completing product details – you can influence the ranking of your products for higher visibility and better conversions.
Success on Amazon isn’t just about being found – it’s about providing an exceptional experience for shoppers, from search to purchase. By prioritizing strategic content creation and monitoring performance metrics, you can ensure that your listings not only rank well but also drive meaningful sales.
