January 22, 2019
Natural product brands that are hoping to sell via the internet know all too well the power of Amazon. After all, it’s the platform to master if you’re looking to increase your reach online. In fact, research suggests that the digital giant occupies close to 50 percent of the U.S. e-commerce market.
Seeking Amazon optimization services for all of your consumer products is a fundamental first step for ensuring success on the platform. Natural product brands should consider the basics of SEO if they wish to find success with Amazon. Particularly because natural items are often hard to find in stores, discerning consumers are turning to Amazon and other online platforms to purchase the items they want most. To protect the environment and safeguard their health, buyers are willing to take the extra step of going online rather than just picking up a traditional product during their weekly errands.
Understanding Amazon SEO
Aside from being the world’s biggest e-commerce destination, Amazon is also a massive search engine, with a powerful and often confusing algorithm called A10. A smart Amazon optimization strategy is essential for any type of seller using their platform. However, natural product brand managers and decision-makers for natural retail chains should take note: traditional SEO tactics will likely not work on Amazon.
Amazon’s A10 differs from other major search engines like Google, Bing in one very important way. It prioritizes search results based off of sales. The more a product sells, the higher its search rankings are. Amazon does not publish their search volume data or trend information. Utilizing traditional SEO tactics and strategies can lead to disappointing results.
What does this mean for your natural products? You have to get the word out and start to see sales before you can expect huge returns in Amazon’s search listings. But this doesn’t mean that all hope is lost. There are some additional tactics that might help with your reach on the retail giant. Once sales begin to accumulate as a result of these SEO tactics, you’ll likely see a bit of a snowball effect.
Amazon optimization basics:
1. Keyword and competitive research
It isn’t that keyword relevance and other traditional SEO strategies don’t matter when formulating an Amazon SEO strategy for natural products. They do. However, potential buyers trust Amazon to provide them with the most relevant search results. As a result of this inherent trust, targeting the right keywords and variations therein is a fundamental first step for a successful Amazon SEO strategy.
2. Backend keyword implementation
A key component of Amazon’s product listings is backend Search Terms, a “hidden” feature that helps sellers to rank and consumers to find products. These seller terms must be 250 characters or less, must contain no punctuation (aside from commas to separate terms), and must be free from spelling errors and profanity. Your natural product keywords should avoid exact repetition to ensure that you are capturing as much search traffic as possible.
3. Creating and Refining Content
You’ve done keyword research and added in seller terms. What’s next? Your natural products need engaging content that compels the shopper to buy. You know that the organic or wholesome goods you have to offer will wow consumers. Prove it with fabulous content.
In many instances, the product title can be the only part of a listing that busy consumers take the time to read. As a result, this is something that needs to be fine-tuned and perfected. Your natural products’ titles are also pulled as advertising copy when marketing on Amazon.
Per Amazon, a product title should contain details like Brand, Product Name, Material, Color, Size, and Quantity. Your most relevant keyword(s) should be integrated into the title, ideally right at its start. Ensure your product title is clear and concise and avoid keyword-stuffing, (an SEO no-no regardless of the search engine). You can add punctuation (like dashes) to break up keywords and make them more digestible. Researching top competitors’ titles is also a good idea before writing your product title.
Five Bullet Points
Amazon shoppers don’t often take the time to read full product listings. As such, bulleted content helps potential customers to identify your natural product’s key details and differentiators. Your bulleted content should rely on language that is impactful, straightforward, and concise. List facts about your product in order of importance. Take care to also prioritize your keywords according to relevance and ranking. Do not keyword stuff, however. Take the time to work keywords in so that the text flows.
Your product description is usually a longer, more narrative section. This is the place to tell the story of your brand, explain the natural approach behind your products, and sell potential customers on the benefits of buying from you. Keyword-rich content is great, but don’t be overly sales-y in this section.
A properly designed Amazon listing can mean the difference between natural products that sell well and those that do not. Taking the time to prepare keyword-rich yet fluid content will help prove to customers that your items are wholesome and well worth their cost. Understanding the Amazon algorithm and tweaking your SEO accordingly is critical to success with the retail giant, whether you are exclusively selling products online or managing a series of natural retail locations.
For help with your tactical Google SEO and Amazon SEO needs, reach out to the experts at Galileo Tech Media.
Galileo Tech Media provides managed SEO and content marketing services that ensure maximum visibility in organic search results. With locations in New York City and Charleston, South Carolina, the team of experts execute multi-location SEO services for industries such travel and hospitality, real estate and more.
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