How to Rank for Keywords on Amazon
Every seller faces the challenge of getting their products ranking on Amazon. Identifying the main keywords that will convert is vital to sustained Amazon success. Ranking for those keywords is entirely different battle. We’ve worked with some of the largest brands to optimize Amazon listings, develop and implement strategies that will improve their Amazon ranking. Taking the steps below has worked for our clients and will help you Rank for Keywords on Amazon.
Creating SEO Copywriting for Your Listings
The first to step to rank for keywords on Amazon is to introduce keyword rich content into your Amazon product listings. Amazon’s A9 algorithm tries to rank products by their relevancy for each keyword. We’ve previously discussed the most important metrics for product relevancy. Creating titles, bullet points and product descriptions that contain the most relevant keywords is the key to improve your Amazon ranking.
Start by researching the most relevant keywords to your products by using tools like Keyword Inspector or Google Keyword Planner. Keyword Inspector is a great tool you can use to crawl your competitors’ listings to determine what keywords they are ranking for. It provides a detailed list of keywords that are in the listings and where they currently show up in search engine results pages (SERPs). Google Keyword Planner can also provide great keywords; however, the results are more focused on internet searches and contain keywords not necessarily relevant to a shopping platform like Amazon.
Develop titles, bullet points and product descriptions that use your competitors’ top keywords. We recommend using the bullet points to focus on a product’s benefits rather than their features. Focusing on product benefits shows shoppers how this product can benefit their lives and can be useful for converting them to customers. As you develop a sales history, Amazon will index you for these keywords on SERPs.
Ranking Products through Sales History
Having the right keywords is the first step to rank for keywords on Amazon. Developing the sales history will increase your visibility on SERPs. The A9 algorithm determines product relevancy by order units, conversion rates, click-through rates and product price. All these items are related and it can be difficult to separate how one change influences product ranking on Amazon. We first recommend picking a price that is below the average price of all the products on page 1 for the specific keyword you want to rank for and sticking with that price. Fixing this variable at a specific price will help you identify what leads to changes in the other metrics.
Now we can focus on improving the sales history. We recommend starting with discounted products to develop your sales history. Amazon’s new seller terms of service indicate that giving products away for reviews is illegal. However, you still can offer discounts to drive traffic. Try creating a promotional discount that you believe will entice shoppers and market that offering through your social media channels or an email list. This can be done by sharing the offer with your current followers and/or, if you don’t currently have much of a social media following, running advertisements on Facebook, Twitter and Instagram. Discounted sales still appear to hold equal weight to a full price sale and will begin to build your sales history.
Amazon should begin to index you for the main keywords in your content with these initial sales. The next step we recommend taking is to create automatic advertising campaigns on Amazon. Running these campaigns will make your products appear for the keywords in your listing as well as related keywords that shoppers may be searching for. This will lead to increased sales and provide you important feedback on what other keywords you should consider introducing into the front-end of your listing.
A final step that you can use to rank for keywords on Amazon would be to introduce manual advertising campaigns with Bid+ active. Bid+ is a feature that will increase the maximum cost per click (CPC) bid that are eligible to appear at the top of SERPs. The maximum increase is 50%. For example, you are currently bidding $1 for a keyword and the top bidder is bidding $1.25. If you have Bid+ active, it will increase your bid up to a $1.50 CPC and your ad will be appearing at the top of the SERP versus your competitor. Bid+ campaigns can be expensive to run are a great way to get conversions on the main keywords you are trying to rank for. Expect higher ACOS and a lower ROI from Bid+ campaigns, but the benefit will hopefully be increased organic sales as your product listing continues to be indexed by Amazon.
Contact AMZ Advisers to learn how to increase your Amazon sales