Optimise Products for Amazon’s Unique Algorithm
Unlike standard search engines, Amazon’s unique algorithm necessitates a distinct strategy for product ranking. The highly capitalistic model of Amazon’s search engine places a significant emphasis on sales as a determinant for organic product ranking. The traditional approach of keyword-rich content takes a backseat to sales, advertising, and proactive account monitoring. These practices ensure product ranking and longevity in maintaining that ranking.
Understanding Amazon’s Organic Search Algorithm
Amazon’s organic search algorithm differs substantially from the likes of Google due to the impact of advertising on organic searches. Listings are ranked based on prior conversions associated with a specific keyword phrase. Various other factors influence ranking, but conversion rate remains the most impactful.
In essence, to begin organically ranking and selling on Amazon, your product must first generate sales via a specific keyword phrase. Continued ranking at the top spot requires outperforming your competitors in terms of conversions with the same keyword. Consequently, any decrease in advertising, pricing suspension, account suspension or conversion rate issues may result in you losing your superior ranking position.
The Importance of Keyword Indexing
Successful product ranking is contingent on the appropriate indexing of relevant keywords. When crafting Amazon product listings, prime keywords should feature in the title. This is because the title content appears most prevalently in Search Engine Results Pages (SERPs) and ad copy. The quintessential listing strikes a balance between persuasive, easily-consumable copy and keyword optimisation.
Successful product listings make use of root keywords relevant to the product to ensure accurate structuring and indexing of the listing data. Also, fill out all structured data fields completely and correctly to enhance indexing and conversion rate optimisation. The completeness of this information becomes essential when assessing the accuracy of structured data on product detail pages, as it becomes a point of comparison with competitors’ listings.
Every Amazon Product Detail Page Ranks Individually
Contrary to popular belief, Amazon does not allow authority build-up for specific brands, making duplicate content across multiple listings an acceptable practice. Any perceived authority for brands is a result of immediate conversions and sales upon listing activation, leading to enhanced product understanding, ad relevancy, and organic ranking by Amazon’s algorithm.
Invest in Professional Product Images and Videos
Having high-quality product images and videos is a necessity when listing on Amazon. Given that bullets may appear further down the page on mobile platforms or hidden under “About the Product” sections, infographics images and A+ content should include any critical information.
It’s paramount to ensure the correct size and aspect ratio for your images to avoid compression and distortion on Amazon’s platform. This check extends to the verification of thumbnail load and appearance relative to competitors, as primary images are used for most of Amazon’s ad types.
Maintain Regular Account Health and Inventory Management
Your product’s ranking progress can be halted instantly by account health issues. An inventory stock-out not only results in lost sales but can also cause a drop in the organic ranking of your most important keywords. It’s crucial to systematically prepare for potential stock-outs through proactive account management and inventory monitoring.
Account health maintenance also extends beyond stock-outs. It includes the systematic checking of customer feedback and price monitoring to avoid triggered Buy Box suppression. The overall ranking on Amazon is not an instantaneous process, rather a long-term endeavour that requires regular optimisation and strategic management.
Digital Sunbird encourages anyone seeking to improve their product’s Amazon ranking to dedicate significant time and resources towards keyword research, professional product imagery and inventory maintenance. Remember, optimise for Amazon’s unique algorithm and keep customer demands at the forefront of listing creation and management.
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