Amazon encompasses more than 60% of consumers in e-commerce markets. For this reason, optimize content on amazon it is crucial for the brand presence to be as efficient as possible. To do this, the platform itself makes a series of content and tools available to sellers that allow them to improve the organic positioning of their products.
It should be noted that each seller and each product has different characteristics and needs, which must be understood and analyzed in a specific way to identify the appropriate strategy.
Thus, the experts from Witailer, a digital agency that provides consulting, technology and Business intelligence solutions for the growth of brands on Amazon and other marketplaces, break down the six keys to improve organic ranking of products on Amazon, thereby boosting sales volume.
The importance of the title and backend keywords
The first element visible to the user when clicking on a product page within the platform is the title, which is the most influential factor in the SEO optics and is usually composed of: brand, product name, main characteristics and size or size. In this sense, Witailer experts recommend including at least three of the most relevant keywords in the category.
Backend keywords represent the second factor that most affects the visibility of a product. To make good use of them, it is necessary to enter between 10 and 15 of the most relevant keywords for the reference category. Also, backend keywords are invisible to the end user. For this reason, if you detect a keyword with a high search volume, even if it is grammatically incorrect, it is advisable to enter it in the backend, to detect any type of search with the same purchase intention.
Visual elements, those responsible for describing the product
Bullets and descriptions are two of the elements that can be found on the product page. The vignettes are below the title and are the ones that will be in charge of describing the
most important features and functions of the product. While the description falls roughly in the middle of the page of the product and it is a space that aims to further enrich what is already anticipated in the title and the vignettes.
Regarding images, it is important to make a distinction between main and secondary. The main image is the one that must represent only the product, be on a white background and be of high resolution.
However, the secondary ones are those whose mission is to show the product in use, accompanied by texts and logos. These kinds of images are also called power images, as they highlight the main features and benefits of the product, increasing the conversion rate of users.
The brand showcase
The Page A+ Amazon is one of the most effective ways to increase customer trust and increase conversion rates. This tool can help you rank higher on Amazon search engine results pages by combining text and images for a detailed product description.
The Brand Store is a showcase of the brand within Amazon that allows it to give greater visibility to both it and its selection of products. It is recommended to keep a simple structure, optimized for mobile devices, use high definition images and take advantage of all the innovative modules that Amazon offers. It should be noted that the brand store increases familiarity with the brand and has a positive influence on user loyalty and trust.
Sales, pricing and reviews
- Sales: Amazon prioritizes the ranking of the so-called “long-selling products”, that is, those products that are sold a lot and for a long time.
- Pricing: Amazon has always positioned its products online with the lowest prices on the market, which is why if a product is priced above the average, it will have a harder time positioning itself.
- Reviews: The more positive reviews a product has, the better status it will have in the ranking. Another aspect to consider is the “reliability” of the reviewers. To enjoy a good position in SEO visibility, it is advisable to maintain a rating/reviews ratio higher than that of the competition, generally starting at 4 “stars”.
