Amazon SEO represents the set of marketing tactics that sellers on Amazon can employ to better rank their products’ pages organically (without paying for placement), thus building a continuous stream of customers on the store. In short, Amazon SEO leverages Amazon’s search capability to rank e-commerce pages and make more sales.
Why does Amazon SEO matter?
Generating sales on Amazon is the ultimate goal of every online merchant. Amazon stands as the unchallenged e-commerce behemoth, accounting for 13.7% of the global e-commerce market share and 52% of the US.
Ecommerce market share.
While every online vendor wishes to be a part of the rising star, selling on it comes with certain challenges that everyone may not be prepared for.
When it comes to selling on Amazon, there are but two key determinants of the merchant’s online success, bringing traffic towards the site and then converting the traffic into sales.
Create a Great Listing Page
Getting traffic from your listings is good, but converting them into sales is the next big task.
Using attractive web copy built from persuasive text is a great tactic to engage your customers and stimulate purchase decisions.
Since today’s customers share a very short span of time on online sites, you need to make sure you get the most of it by showing the best of what you have to offer.
Good content helps in engaging customers, giving them reasons to stick around, and encouraging them to explore your products.
Similarly, visual content such as images, videos, infographics, animations, and other visual elements play a central role in supplementing that engagement.
As a matter of fact, customers have been found to respond faster to good images than plain textual information.
To leverage this, make sure to use HD images with zoom options so customers can explore your product thoroughly.
You can also use infographics to explain the benefits of using your products through statistical data and graphical representations.
Secure as Many Positive Reviews as You Can
Securing reviews is sadly the most neglected practice of improving listings on Amazon.
Fortunately, they are the most effective as well. Getting reviews on your product listings has two major benefits.
- It improves your rankings on Amazon search results, bringing.
- They come with social proof which improves your conversion rate.
Since building reviews requires effort, you cannot rely entirely on the customer to get positive feedback on your listings.
To get the feedback your page needs to stimulate conversions, you must make follow-ups on your customers and offer them incentives to secure a maximum number of reviews.
Doing this pro-actively will get a great review section that resonates with your product appeal.
To streamline this process, you can send emails to ask for reviews instead of doing it individually for each customer. although approaching your customers personally is the best way to go about it, you cannot rely on it forever and you will at some point be forced to automate it.
Understand the user’s intent
Rankings directly compliment your conversions and sales rate.
Amazon listings play a deciding role in it by giving the right space, traffic, and exposure to your keyword to generate sales.
While rankings products, keywords play an imperative role in improving your website SEO and generating organic results.
In order to make their worth, you must research your target niche and include relevant and purposeful keywords.
Popular keywords help in thrusting your rankings since they already share high search volume.
Using them strategically with your products can yield great results and effectively boost your Amazon listings. You can use Google’s Keyword Planner, Ahrefs Tool, or SEM rush to vet your keywords.
Leverage from Customer Psychology
Amazon has always remained a great platform to learn about new markets and explore changing customer behaviors.
This environment that Amazon promotes is greatly attributed to the abundance of social proof present in it.
Social proof is a major stimulant in the conversion process and deeply links with human psychology.
In principle, customers will always seek the experience of other customers who have used the product before making a purchase decision.
This relates to the human tendency of seeking guidance from other members of the same society before starting a pursuit.
Similarly, a customer will always prefer buying from a vendor whose products are being recommended by other customers.
For example, you can design a catchphrase quoting,
“Join the 10+ million community of customers using this product” or add a statistical quote such as “over 7000 positive reviews.”
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Improve Your Pricing Strategy
Showing your prices transparently not only helps customers get the measure of your brand, but also engenders trust and confidence in them.
An overly low price is just as detrimental to your conversions as an inflated price.
Therefore, balancing your price based on factors on the ground is important not just for your sales, but also for your brand image.
On Amazon, this demands special focus since competition is high and new products can quickly get the shovel if they do not meet their mark.
To make sure your prices are on point, first explore your target segment, learn about their purchasing power, their preferences, and build a value-based pricing strategy that does not establish conflict with your sales strategy.
Once you get a clear perception of your customer, you can successfully set enticing pricing for your products on Amazon.
Below is a standard formula Amazon merchants use to set their pricing
TEV (True Economic Value) = Cost of the best alternative + Value of performance differential
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