E-commerce giant Amazon has taken off in Australia after launching in late 2017, having revealed a revenue of $292.3 million in 2018. The creation of their Australian website has since seen three fulfillment centres pop up around the country, with another set to open at the end of the year in Brisbane. The current and forecasted success of Amazon Australia has led to whispers that the company could launch a New Zealand website in the near future—an exciting prospect!
As a digital marketing agency, we think it’s important to prepare for this possibility and get our heads around Amazon SEO early. So, how do you rank in Amazon’s search results? Read on to find out!
A9: Amazon’s Search Algorithm
When you think of search algorithms, you likely think of Google first and foremost. However, Amazon has its own search algorithm referred to as A9. So, if you plan on selling on Amazon, you want to optimise your product pages so they appear early in the organic search results, right under the paid ads.
When people search on Amazon, they want to do one thing—buy. The fact that there are only transactional searches on Amazon, instead of the wide range of search intents on Google, means that the Amazon SEO process is fairly simple. Amazon wants a transaction to take place, so for each search, they organise the results by the likelihood of purchase.
The way this happens can be broken down into two Philippines Photo Editor categories. First, results are filtered by keywords. Then, results are filtered based on performance, which is measured by factors such as sales and conversion rates. These factors can hinge on aspects such as image quality, keyword use, traffic, price point, and reviews.
Now that we have a high-level overview of how the A9 algorithm operates, we can get down to the important business of finding out how to rank highly in the Amazon search results.
How to optimise your product pages on Amazon
Keywords are just as important for Amazon SEO as in your usual Google SEO efforts. Conducting keyword research is important to find out what consumers are searching when looking for a specific product. You want to gather a list of main keywords, and find semantically linked keywords that people may be using. To find these keywords you can use tools such as Google Keyword Planner or Ahrefs. Alternatively, you can get a digital specialist to conduct keyword research for you.
Once you have your keywords, it’s time to add them to your product titles and descriptions. Just like with Google SEO, you need to be careful about how you do this. Keyword use needs to be natural so that your writing reads well for users – not for bot crawlers! If you overstuff the product listing title or description with keywords, you run the risk of ranking lower in Amazon results pages.