5 amazon search secrets to leverage for your own website

”How to Optimize Your Amazon Listings to Convert Customers &

Climb the Search Ranks"

What your Amazon business NEEDS to increase sales.

What is…….

James Thompson, Digital Marketing Associate & Content Coordinator at Skubana

Skubana is an all-‐in-‐one ERP system designed to automate & simplify your e-‐commerce business with one platform all on the cloud:

• From Orders, Inventory, P.O’s, Shipments, Customers, Products& Analytics• Fulfill anyway you want with one-‐click integrations:

• In-‐House, 3PL, Dropshipping& FBA• Our software is built by e-‐commerce sellers for e-‐commerce sellers

Work Smart. Sell More.

Where do you go when you want to see if a product is worth

buying?Optimized Amazon Listing Breakdown:

• Disclaimer on Product Quality

• Analyzing Your Product Listing Title

• Utilizing Photos to Influence Purchasing Behavior

• Optimizing Your Bullet Points

• Creating Compelling Product Descriptions

• The Importance of Positive Product Reviews

THREE TIMES as many customers will search for products on Amazon, as opposed to Google.

If you wouldn’t buy it, don’t sell it. It’s that simple.

Quality products & a good reputation go a long way with winning

Amazon overA Quick Disclaimer on Product Quality:

• Your products NEED to be legitimate

• Amazon customers want great product selection & convenience for a great price

• Amazon’s search is designed so that quality & relevant products rank higher

• If customers react negatively to your products Amazon WILL demote you

How to Optimize Your Product Title on Amazon:

• Your Title is a Sneak Preview Into Your Product

• Make sure you put EVERY relevant keyword into your title

• The title should also describe the product by including:

• Brand, name, size, quantity, color & component materials• 4 -‐5 targeted keywords is ideal

When customers still have questions about your products you stop converting them.

Let’s take a look at an optimized title…..

Take note how they cover all of the essentials:

• Brand, product, popular compatible models, relevant keywords• It’s informative & focuses on all the right content • I know what I’m clicking into after reading this title

Lastly, check out the reviews 935!

Anker has an amazing listing title:

Note the difference in reviews between the Anker.

Chargehub‘s title leaves me with a lot of questions as a customer:

• There’s a huge lack of keywords• And, there’s no focus on compatible models, # of ports etc.

Chargehub’s Title Leaves Us Guessing

Validate your titles effectiveness:

Keyword Planner w/ Google Adwords, lets you see what the most searched keywords on Google are and related keywords

A little bit of research goes a long way in optimizing your titles & listings on Amazon

Validate your titles effectiveness w/ Amazon:

One of your best friends when it comes to relevant keywords is Amazon’s search bar:

• Utilize this as much as possible to further build your keywords list

Photos Influence Purchasing Behavior:

You only get one chance to make a good first impression and win the conversion:

• High quality, high resolution and relevant images go a long way in your Amazon product listing.

• The primary Amazon image should be at least 1000 x 1000 for customers to fully utilize the zoom-‐in feature and see granular details of the product.

• Be sure to utilize all 6 secondary images to showcase variety and usage of your product

Always keep in mind Amazon’s Image

Guidelines

Bullet Points are the Silver Bullet:Bullet points make it easier for your customers to read your listing

Utilize five keyword-‐rich bullet points that clearly outline your products features:

• Include what the item comes with, safety information, tech specs, etc.

• Take note of the highlighted sections:• Let your customers FULLY understand your product

Create Compelling Product Descriptions:

• Tell the story of how your product will fit into the lives of the customer

• Your listing should entice the customer to make a purchase and answer the question of why they’re purchasing from you

• This is the final opportunity to make the conversion

Positive Reviews Leave a Positive Impression:

• Think of the last thing you purchased online• How did you hear about it? Would you have purchased it if you heard

negative things about it?

• Amazon’s algorithm filters out products with negative reviews• Don’t get discouraged – ask friends/family to purchase & test your products• Offer free trials or samples in exchange for customers posting legitimate

reviews

• Address negative reviews RIGHT AWAY!• Encourage customers to contact you with a ‘100% customer

satisfaction guarantee’• They’ll more likely contact you rather than post a negative review

Thanks for listening & be sure to contact us with any and all optimization questions!

[email protected]

Make smarter choices for your Amazon business

Amazon Search Engine Results Placement (SERP) Optimization

EXAMPLE:

§ A customer searches for “legotreehouse”

§ They click through to this Product Detail Page

§ Amazon chooses one seller

§ That seller’s details go in the Buy Box

WHAT DOES THIS MEAN?

WHAT IS THE BUY BOX?

BUY BOX WINNER:

§ This seller’s info appears in “sold by”

§ If the customer clicks “add to cart, this seller is awarded the sale

§ This seller is called the “winner” of the Buy Box


§ This seller will make far more sales than any other seller for that product (>90%)

WHAT IS THE BUY BOX?

HOW DO WE GET TO THE PDP?

§ Most people type into the search toolbar

§ Some estimates place greater than 70% of all Amazon sales through the search toolbar

§ Amazon beats Google 4:1 in product related searches


§ Your products need to show up in the search results if you want to get sales

WE SKIPPED A STEP…

HOW DOES AMAZON RANK PRODUCTS ON THE RESULTS PAGE?

§ A9 Search Algorithm

§ www.a9.com

HOW DOES IT WORK?

§ “Relevance is in the eye of the consumer”

§ “Combine multiple relevance features”

§ “Continuous Improvements”

THE A9 SEARCH ALGORITHM

KNOWN A-‐9 ALGORITHM VARIABLES*We ”know” certain parts of the algo, but don't know their exact weight:

q Whether all the aforementioned fields have content

q Sponsored Ads Clickthroughq Sponsored Ads Conversion Rateq Sponsored Ads Salesq Tied to parent/child variation

listingq At least 1000 historical glance

views -‐ to get a product initially ranked

q At least 5 purchases -‐ to get a product initially ranked

q Total Conversion Rateq Conversion Rate when using a

particular keyword in the Amazon search toolbar

q Clickthrough rateq Total Sessionsq Total Sales (hourly, 30-‐day & some

historical measure)q Refund Rateq Keyword placement in Title, Bullet

Points, first 250 Characters of Description, and Search Terms

KNOWN A-‐9 ALGORITHM VARIABLESThese areas wade into more speculation:

q Reviews -‐ total, recency, star ratingq Answered Customer Questions*q Inventory Levels*q Whether or not there is an FBA

offer on the listing*q Number of offers against the listingq Product Listing Ageq Product Videos -‐ Vendor only*q A+ Detail Content -‐ Vendor onlyq Customer images & Videos*q Keywords in Customer Reviews

q Content Recencyq Bounce Rateq Add to Carts*q Hi Res Product Imagesq Keyword placement in more than

one area (title & bullet points)*q Keyword densityq Order of keywords in Title, bullet

points, descriptionq Backlinks to the PDPq Verified Purchase Reviews -‐ total &

recency*

PRIORITIZE TO GET THE BEST RESULTS

1. Provide High Quality images, titles, bullet points, etc. (aim for great conversion)

2. Include optimal keywords in your product title, bullet points, description, search terms and ads

3. Utilize Sponsored Ads (for keyword research and for organic benefits)

FEW BRANDS MAXIMIZE SALES WHILE CONTROLLING AMAZON:

SPONSORED ADS

5 amazon search secrets to leverage for your own website

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