5 foolproof methods to boost your visibility on Amazon

5 foolproof methods to boost your visibility on Amazon

1. Define your keywords

“Some generic keywords are inaccessible for a newcomer. On Amazon, as on any search engine, you must have acquired the confidence of the algorithm to hope to carve out a place in the 20% most popular queries, says Ralf Zmölnig. In this case, it is best to choose product names that target the long tail.

By the way, Amazon offers suggestions when you type a word in the search bar. This is a source of inspiration not to be neglected. By visiting the site’s pages, you can also measure the level of competition and find the spaces that remain accessible. For example, there are 64-page results for the query “printer,” but only eight for “Bluetooth and wifi printer.” According to David Girard, this is an essential point in the strategy: “At the level of keywords, there is an important long tail. We must try to find keywords that are not used by the competition. The suggestions proposed by Amazon are a first tool to start the investigation”.

2. Fill in your product sheet properly

For Ralf Zmölnig, Amazon’s algorithm focuses on four criteria to index a product sheet:

The title: is limited to 80 characters on a computer and 70 on mobile; it must contain information that distinguishes the product and corresponds to users’ search. The brand name, the two or three most important keywords, the unique selling proposition, and one or two distinctive pieces of information about the product, such as its color or size. Of course, the most important keywords should be included.

Bullet points: Amazon allows a maximum of five bullet points, of which only the first three appear above the waterline on mobile screens. They must be rich in high search volume keywords and repeat the information in the title while specifying other qualities of the product (e.g., stable, waterproof, guaranteed, etc.) to influence the purchase decision. However, limited to 500 characters, this number can vary depending on the product category. David Girard takes the example of shoes: “In the Shoe category, this is information related to the product such as the heel height or the lacing method, and in this product category, the number of characters is limited to 200.

The product description: located at the bottom of the page, it is limited to 2,000 characters and provides information on the use of the product that comments left by users can inspire. The objective is to anticipate open questions. To be more apparent, the content can be divided into paragraphs. David Girard warns: “You have to be careful with the description, especially not to oversell the product, always be fair and precise about the product. This module aims to inform the customer as well as possible”.  

Background keywords: although they do not appear on the product page, they represent an excellent additional opportunity to be referenced in other expressions. David Girard prefers to use the term “hidden keyword section.” He offers a valuable tip: “This section allows you to target specific keywords in the long tail that would not appear naturally in the title or description. We can also find a particular name in the title and a more natural expression written in the hidden keywords to preserve the brand image or position a keyword that we believe has more traffic.

Beware, Amazon’s algorithm needs four weeks to consider all the information on a product page and use it in its results. Ralf Zmölnig estimates that it takes three months to evaluate the sales potential.

3. Optimize Amazon’s positioning criteria

Like Google, Amazon puts the user experience at the heart of its priorities. The entire customer journey is the focus of its algorithm. The discovery of the product sheet must be accessible and fluid. Logically, it considers the relevance of the product category, the chosen keywords, the brand name, and the quality of the images. To ensure a pleasant reading experience for the visitor, it would even seem that the capital letter at the beginning of the text of each bullet point should be considered. A vision shared by both experts. 

Anything that could harm the buying experience is grounds for a penalty: a product out of stock, a return rate that is too high, a price that is too high. On this last point, the algorithm can crawl the prices inside and outside Amazon of millions of products several times a day to ensure that its offer remains the most competitive.

Amazon also considers the type of partnership it has with the seller, giving preference to those who have opted for its Fulfillment by Amazon service (which takes care of all logistics on behalf of the merchant: warehouse, packaging, and shipping). Controlling the shipping process reassures the company that the shopping experience will be seamless. 

The quality of the images is also essential, according to David Girard. They must be of good quality and a contained weight. Good quality images are those on which it is possible to zoom while maintaining a good definition. As for the importance of the photos, Amazon restricts the system to avoid overload and will let you know if your image does not meet expectations.  

Finally, and not surprisingly, the number of sales is a significant positioning factor for Amazon. A product has a few months to prove itself; then, it starts to drop in the results due to a lack of conversions. To boost a product, Ralf Zmölnig advises using Amazon paid search to support natural search: the chances of selling increase, and Amazon does not distinguish between a paid or genuine purchase. Once the algorithm’s attention has been drawn to a successful product, it will be easier for the product to rise to the top of the results without financial support.

4. Study the best practices of your competitors

As everywhere else, the two experts consider that one cannot do without a conscientious benchmark. There are fewer ranking factors on Amazon than on search engines, so each one has more weight. Having a precise idea of the good practices implemented by your rivals allows you to imagine your chances of catching up with them quickly.

5. Follow the performance of the referencing 

Amazon provides some rather succinct analytics to track the audience of product pages and the conversion rate. Currently, they don’t follow specific user behavior within the shopping tunnel. They can only identify trends. According to Ralf Zmölnig, for the time being, it is better to use external analysis tools, which will provide more in-depth information. He has opted for Analyze and Marketplace ranking and an agency created in-house. 

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