If you've come to this page,
"I want to improve my SEO on Amazon, but where should I start?"
"What exactly is SEO on Amazon?"
Perhaps you're wondering about that.
Amazon SEO Strategies That Drive SalesI'll explain the specific methods in detail!
Why is Amazon SEO so important?
What Is Amazon SEO?
"SEO" refers to search engine optimization, as used by Google.
We provide relevant articles based on the keywords users search for.
If you're interested in SEO, check out this article!
On Amazon, most people use the search function to find products.
This search engine optimization is also used on Amazon, and
「Amazon SEO"..." is what it's called.
SEO affects the organic search results section of search engine results pages.
It will be displayed in the area excluding the ad.
Amazon,"The Company That Values Its Customers Most in the World"This corporate philosophy,
I cherish it very much.Therefore, even products that rank highly in SEO,
It is an absolute requirement that it be the best fit for the user.
Now, let’s take a closer look at the benefits of improving your SEO on Amazon.
Benefits of Improving SEO
Amazon is well-known and has a large market, with a wide variety of companies and individuals selling on the platform, and
One of its key features is the very large number of items listed.
That means there’s a lot of competition, and you have to get buyers to choose your listings from among them.
By the way, if you search for “diet supplements,”
It will be displayed as "Out of more than 2,000 search results..."
In other words, there are more than 2,000 competitors, and we have to get customers to choose us from among them.
To that end, we need to increase the number of opportunities for users to see it as much as possible, and
We need to get people interested.
If you run ads, you can increase the number of times people see them, but,
The Best Way to Increase Your Reach Without Spending MoneyThat is "SEO."
As I mentioned earlier, most people on Amazon search for products using keywords.
Furthermore, for those who search70% of people don't read past the second pageThere is a tendency for this to happen.
Also, “65% of people chose the top three products from the start (SEO ranked 1st, 2nd, and 3rd)" to
It says to click, and
It's important to rank as high as possible so that people will click on your ad.
In other words, “getting listed on the first page”
If you focus on “improving your SEO ranking as much as possible,”
This means there’s a higher chance of getting clicks and increasing sales.
For the reasons outlined above, improving your Amazon SEO ranking is essential for increasing sales.
Next, I’ll explain in detail what kinds of products appear at the top of the search results.
What Are Top-Ranked Products?
Whether the product is related to the keywords the user searched for
If a product page contains too many keywords, it may not match what users are looking for, and
If a product is deemed highly relevant, it is more likely to appear higher in the search results.
Therefore, it is important that the keywords users search for appear frequently on the product page.
Find out which keywords people are using to search for your company's products, and
Let's include that keyword on the product page.
Whether the product is selling well
The best-selling products are,Products Popular with Users...is determined to be the case.
When I recommend a product myself,
You wouldn't want to recommend a product that's unpopular and not selling, would you?
The criterion for determining which products are selling well on Amazon is ”boosting recent sales.”
It has not been disclosed exactly which period is referred to as the “most recent period.”
High-Quality Purchase Reviews
Many Amazon users compare products based on reviews before making a purchase, and
The number and quality of reviewsis important.
On Amazon, reviews are rated on a five-point scale, and
You can add comments together.
------------------------
5: Very Good
4: Good
3: Normal
2: Bad
1: Very bad
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The more reviews there are, and the more highly rated those reviews are, the
If a page or product is deemed high-quality, it will have an impact on SEO.
It's also said that once you've accumulated 10 or more reviews, the quality of your reviews is taken into account.
Higher-quality purchase reviews than the competition'sWhether it's included or not
This will likely be an important criterion for making decisions.
High CVR
CVR stands for conversion rate, which refers to the purchase rate relative to the number of sessions.
In other words, among the users (sessions) who visited the page,
This figure shows the percentage of people who made a purchase.
A high CVR indicates that a page is high-quality, making it more likely to rank higher in search results.
What we can do is ensure that users who visit the product page
The goal is to make the decision-making process leading up to a purchase go more smoothly.
In addition to optimizing product pages, whether to use FBA shipping or...
Is the item in stock? Is expedited shipping available?
Factors such as whether there is a wide variety of payment methods also affect the conversion rate.
Those four points were the criteria for products that rank higher in SEO.
Now, let’s move on to explaining specific countermeasures.
Specific Amazon SEO Strategies
Include plenty of keywords on the product page and keep optimizing it
■Find the keywords.
First, let's identify the right keywords for users to search for.
Keywords are categorized as “big keywords” and “small keywords.”
"Big keywords" refer to major keywords, and
"Small keywords" are keywords that describe the structure or specific characteristics of big keywords.
While constantly thinking about who will use our products,Let's use these two appropriately.
There are two ways to find keywords.
1. Suggestions
When you enter a search keyword,
”Frequently searched keywords” related to that will be displayed.
I'm referring to the section highlighted in red below; this isSuggestionsThat's what they say.
These are keywords that people who search for “diet” often search for together.
Since many people are searching for it, the search volume is likely high.
2. Brand Analysis
You can search for highly relevant keywords from the "Top Search Keywords" screen.
By searching for key keywords, you can find results that include those keywords
You can search by search frequency ranking.
Instructions for Use
Brand Analysis > Search Analysis > Top Search Keywords
3. Celery Sprite
This is an external tool for checking monthly search volume on Amazon.Depending on the plan, a monthly fee applies.
Keywords that are frequently searched for together with
You can get detailed information on the keywords being searched for by each ASIN.
Please give it a try.
■Product Page Optimization
Once you've identified your keywords, let's move on to optimizing your product pages.
By optimizing your ads, you can increase the click-through rate (CTR) and conversion rate (CVR) on search results pages.
＜商品名＞
Since the product name is the part that appears on the search page,
This not only helps with SEO but also boosts your CTR (click-through rate).
To get users to click on your listing on the search results page,Let's come up with creative product names.
On the search results page, as shown below,
Only information such as “product images,” “product names,” “the number and quality of reviews,” and “price and points” is displayed.
To rank highly in SEO,From the leftEnter the required keywords, and
Let's pack as much information as possible into the text while keeping it as easy to understand as possible.
＜商品の仕様＞
"Product Specifications" describes the product, with a maximum of5You can enter it.
On a PC, it appears below the title as shown below, soIt's now more visible to users.
In the mobile version, only the top three are displayed in the "Details" section, and
The two descriptions below will not be displayed unless you click on them.
Therefore,Include the information you want to convey in the first three items from the topI suppose that's a fair way to put it.
＜商品紹介コンテンツ＞
Whether on a PC or a smartphone, from the top of the product page
It's located a little further down the page, and"Product Description"This corresponds to the section that says...
The images below are examples of product content.
① Post only the image.
② It can be explained using images and text.
③ Our lineup of products listed on Amazon
Since it can be explained using images and text,
This is the section where you can provide users with more detailed information about the product.
Since there are various ways to present this, it’s a good idea to choose the most appropriate one and create it accordingly.
Please be sure to include keywords here as well.
＜商品画像＞
While product images aren’t directly related to SEO, they do affect the conversion rate (CVR).
Since it's an image,VisualYou can convey the information you want to share.
You can upload up to 9 images, but only 7 will be displayed on the product page.
On a smartphone, you can't see the next image unless you scroll, so
To encourage users to scroll, addSetting the PaceThis becomes important.
>> If you'd like to learn more about Amazon images, please check out this article.
■Things to Keep in Mind
There are a few things to keep in mind when optimizing product pages.
That is"Pharmaceuticals and Medical Devices Act"That's it.
This imposes restrictions on the "language" used to describe products, and
Do not mislead people into thinking it is a pharmaceutical product, or convey incorrect information,
The basic principle is to avoid raising people’s expectations too high.
The scope of what can be depicted varies by product, so please check the details as needed.
There are also regulations specific to Amazon under the Pharmaceutical and Medical Devices Act.
▼See also
https://www.amazon.co.jp/gp/help/customer/display.html?ie=UTF8&nodeId=202210820
If a product violates the Pharmaceutical and Medical Devices Act, there is a possibility that its listing will be suspended, so
Let's take great care when creating product pages.
If you would like to learn more about the Pharmaceutical and Medical Devices Act, please read this article.
Ways to Increase Sales
■Run an ad
As I mentioned at the beginning, in order to improve SEO, it is necessary to increase recent sales figures.
Running ads is one strategy for boosting recent sales figures.
On Amazon,
"Bid amount (cost per click) × Relevance (the relevance between the ad's settings and the user)"を
It ranks ads based on this criteria and conducts an auction to determine which ads to display.
There are various types of ads on Amazon.
If you'd like to learn about the basics and different types, please refer to this article.
"Sponsored Products" are ads that you can get started with quickly and easily.
By the way, only large-scale sellers can use “Sponsored Products” ads.
If you'd like to learn more about Sponsored Products ads, please read the article below.
■Price Optimization
Setting the optimal price is another way to increase sales.
Sales practices like the ones described below used to be commonplace.
------------------------
Lower the selling price
→ Sells in large quantities
→ Appear on the best-seller list · Improve SEO
→ Raise the selling price
------------------------
However, recently, if there is a wide range in pricing, search rankings may drop, or
In the worst-case scenario, your sales could be suspended, so please be careful.
Setting prices with your customers in mind is the fastest way to increase sales.
Summary
That concludes our explanation of “Amazon SEO.”
- ・Amazon SEO is,
Determined based on “relevance to search keywords × high product performance” - ・Identify appropriate keywords, incorporate them into product pages, and optimize them
- ・Increase the number of reviews and improve the conversion rate (CVR)
- ・Run ads, optimize prices, and increase sales.
We recommend starting with product page optimization, which you can do right away.
Let's boost our SEO and aim to maximize sales!
Hide&Seek, the author of this blog, is,
We are a Fukuoka-based company that provides management services for Amazon, Rakuten, and Yahoo!.
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