What are the services of Amazon SEO

For product searches on the Internet, Amazon is now much more important than Google. This begs the question: How do I get to the top of the Amazon ranking?

The numbers vary, but they all point in the same direction: Amazon has now replaced Google in product searches on the Internet and is the undisputed number 1. A recently published survey by Diva-e showed that 82 percent of all Germans search for Christmas gifts directly start at Amazon. And in a survey by Exeo Strategic Consulting, 53 percent said: If they want to buy products, they would generally first get information from Amazon (Google: 21 percent).

With this development, the ranking in the Amazon search takes on a key position. Because, similar to the Google search, only those who appear at the top are noticed. For example, if you enter the term "mobile phone case" into the search box on Amazon, you could access a total of 200,000 offers. However, only the 50 products on the front pages should be really relevant.

"Similar to Google, it is incredibly important to be on the first pages," says David Schmidbauer, Founder and CEO of DBS Solutions, Regensburg. As with other search engines, it can be assumed on Amazon that only a few users scroll past the third page and make purchase decisions. Schmidbauer: "An estimated 90 percent of sales are generated on the first three pages."

Cancellations and service are also important for the ranking

So the all-important question is: How do I land on the first three pages with my product - especially when there is a thousandfold competition? And: which factors influence the ranking? "One thing is clear: Those who understand the Amazon algorithm win and can influence their own performance in a targeted manner," emphasizes Christian Paavo Spieker, CEO of Diva-e Advertising & One Advertising GmbH. "Active SEO optimization on Amazon is therefore a must."

The so-called ranking algorithm A9 works fundamentally different from that of Google. While Google also lists relevant information about a product, Amazon only lists what sells well at the top. Because the marketplace already deals with a potential customer with every search query.

Naturally, he has little interest in showing products that are probably not bought at all because they do not meet the user's expectations. The click and conversion rate are decisive in determining whether you make it to the top of the hit list. "Amazon particularly shows the products in the top positions that are relevant and are likely to sell," Schmidbauer confirms.

This relevance factor can be positively influenced if, as a provider, certain criteria are taken into account in the presentation. "The most important optimization levers are product titles, bullet points, general keywords - also known as backend keywords - and the product descriptions", says Mehmed Saral, founder and owner of the agency Marktplatzoptimierer, Liederbach. "For resellers, competitive pricing also plays an important role."

Easy to understand style guides from Amazon

But also pictures, customer ratings, number of cancellations and the delivery service are included in the algorithm. Amazon has linked a dense network of conditions for all SEO measures. Everything is limited in scope and strongly structured so that the marketplace presents a fairly uniform image to the outside despite its variety of products: For example, only one main photo and a maximum of five bullet points are allowed: that's all there is to it.

Amazon explains these rules of the game to its sellers on numerous sub-pages. The main picture must have a pure white background, for example, products may not be presented by mannequins - unless they are socks or stockings. If there is a model, it must not sit, kneel or lie down, but must be shown standing. In addition, Amazon has developed its own style guides for numerous product categories such as electronics, clothing, shoes or pet supplies. These guides, announced Amazon, are "easy to understand manuals with clear examples - dos and don’s - and provide all the useful information to create a meaningful product range."

Important: emphasize outstanding properties

Since these content presentations - despite the regulations and recommendations - can be handled differently, there are numerous Amazon SEO specialists on the market. You have developed keyword tools, have a constant view of the ranking and are continuously adjusting the necessary screws.

This job also includes finding the most important sales arguments for the products and their outstanding properties, then storing them as keywords and listing them in the product description, explains Franz Jordan, Founder and CEO of Sellics Marketplace Analytics, Berlin.

In the case of a women's handbag, this could be: color, type of leather, country of manufacture (Made in Germany) or size (XXL handbag). There are also decisive variants for the bullet points.

Example printer cartridge: Instead of just specifying the size (10 ml), it makes sense to think one step further and provide the customer with a concrete number. So: "10 ml - enough to print 3,000 pages." It can also be helpful to watch user comments. Jordan: "Perhaps the buyers praise certain product features that have not been highlighted before. Then you should optimize the content accordingly."

For top placements: complement SEO with SEA

Since Amazon only ranks products at the top that have a high conversion rate, content optimization is often not enough. Providers are faced with the chicken and egg problem. If they don't generate any sales with their products, they don't end up on the front pages. But if they are not on the front pages, nobody will find them, which is why they do not generate any sales.

It is therefore advisable to supplement the SEO measures with SEA and thus "buy" top placements: Because sponsored ads are right at the top, like on Google. This increases clicks and conversions, which in turn affects the organic listing. Amazon has thus opened up an effective source of income that gushes more violently the more users move on the platform and search for certain products. "One can assume," says Marcel Pirlich, CEO of Adspert, "that many users do not even notice that some search results are paid for."

It's like a painting auction, says David Schmidbauer. "The top placements are a much sought-after painting that hundreds of art collectors are interested in. The more art collectors submit a bid, the higher the price for the painting - namely the top sponsored places." Therefore, according to the Amazon expert, it is not advisable to only focus on main keywords. To stay with the example of "handbag": If you bid on this keyword, you have to spend a lot if you want to land on one of the top paid places - the competition in this environment is too great.

Facebook Ads as an alternative

This competition will become even more intense in the coming years. Because compared to the importance that Amazon now has in product searches, advertising spending is quite low. Market research firm eMarketer estimates that Amazon will spend $ 4.6 billion on advertising this year. They are expected to rise to $ 7.9 billion by 2020.

A sensible alternative to Amazon Ads can therefore be to direct users from outside directly to your own Amazon listing, for example via Facebook Ads. This also increases sales, which in turn leads to an improvement in the organic ranking. That could possibly help to save costs. But it also shows: SEO is not possible without SEA.