News & Insights
A Solution to Your Amazon SEO Struggles
Search engine optimization (SEO) is critical for every e-commerce business. And brands with an Amazon seller account, in particular, face the extraordinary challenge of optimizing their Amazon product listing across many areas valued by the platform’s algorithm. It quickly becomes apparent that success depends on more than just using the right keywords in a product description. That’s why brands struggling to rise to the top of the marketplace search results should consider turning to an Amazon SEO agency for help.
Amazon SEO is worth the investment
The competition for potential customers on Amazon is fierce. And although listing products for sale on the site is a critical first step, it is by no means the end of the effort. Regardless of how many shoppers land on a listing, the most successful Amazon sellers know that a high-quality Amazon listing is necessary to lead to sales. A failure to understand the platform’s search algorithm or make adjustments based on the preferences and behaviors of customers makes it nearly impossible to succeed in the marketplace. Unfortunately, it’s also a common weakness among Amazon sellers.
One of the ways that brands can overcome their struggles with Amazon SEO is by finding an experienced Amazon SEO company with the knowledge and staffing to help fill the gaps. Thriving businesses need a data-driven marketing strategy to get products in front of their ideal online customers on Amazon’s platform. And since the Amazon marketplace is essentially a search engine, SEO is an essential strategy for brands that want to capitalize on the shopping convenience that virtually everyone now has at their fingertips. But gaining a meaningful edge requires a thorough grasp of one of the fundamental building blocks of Amazon product SEO. A results-oriented Amazon SEO consultant can be well worth the investment when internal efforts are not meeting expectations. Their services will likely focus on several fundamental areas of SEO.
In addition to keyword research, deploying them successfully requires prioritization. Primarily, this will be based on their relevance and value in the eyes of the Amazon search engine. Best practices for product listing optimization dictates that the highest priority keywords will be both directly related to your product and frequently searched by Amazon shoppers. These are the ones that will appear in product titles, while secondary terms should be used in bullet points. Product descriptions should include any useful keywords that aren’t relevant enough to make those high-visibility elements of a listing.
Integrating long-tail keywords
While your highest priority keywords are likely to be the ones most obvious to your product category, long-tail keywords are more specific searches that you can integrate into your Amazon SEO to target a particular type of customer. While they may return fewer Amazon search results, their specificity might help increase conversions. These keywords can often take the form of a question or include one or more defining aspects of a product. Typically, a shopper using long-tail keywords for their search is closer to the point of purchase, making them an excellent opportunity to increase your conversion rate. In addition, pinpointing the most relevant long-tail keywords can allow you to outmaneuver competitors and significantly strengthen your Amazon listing optimization.
Amazon A+ Content is your chance to provide fantastic product details for your Amazon product pages. It requires high-quality images, comparison charts, video content, FAQs and more. Consider A+ Content and Amazon Store SEO as necessary to showcase your products and meet shopper expectations. The visuals and copywriting should complement your website and social media, in addition to connecting with your customers. Most importantly, it must communicate your product’s unique advantages over the competition and offer customers a satisfying shopping experience that creates loyalty. A+ Content is not indexed for search by Amazon, but any live text that’s not in an image could potentially affect search engine rankings.
One of the most valuable strategies that a company can use to optimize its Amazon listings is A/B testing. Already a popular tactic for optimizing Google ads and Amazon PPC services, it has value in other areas as well. Put simply, it’s a comparison test to find the most effective way to influence shoppers. Consider it well-informed experimentation with an emphasis on tracking the results. Since Amazon rewards the listings with the best conversion rates, A/B testing, whether it comes to keywords, design or copywriting, is imperative for any business focused on maximizing ROI.
Find the best fit
Judging an Amazon firm’s experience may seem straightforward, but examining a prospective agency’s claims closely is helpful. Focus on more than just how long the agency has existed. For example, a newer Amazon SEO service may have a talented team with decades of relevant experience. In contrast, an established agency could have had lots of turnover resulting in leadership or specialists who have spent minimal time in the industry.
Remember to also pay close attention to an agency’s current roster of clients and past results. Any reputable agency should be able to provide detailed case studies that shed light on their capabilities and tactics. Ask for examples that have parallels to your company’s challenges and will reveal whether the agency would be a good fit as an Amazon SEO expert. As important as who they have been able to assist is when their seller support took place. Amazon’s tools and policies are constantly evolving, and a service provider needs to be able to adjust accordingly. An agency with continuous success over time is more likely to be effective regardless of what lies ahead for the platform.
Ask questions that matter
Unfortunately, choosing the best partner for SEO services isn’t nearly as easy as finding a product on Amazon. Before you trust a third-party provider to lead your Amazon optimization plan, make sure you’re ready to ask the questions that will reveal what you need to know to make an informed decision.
Do they understand my Amazon business model?
Amazon business providers typically split between those helping brands following a 1P model (selling products to Amazon) and those pursuing growth on the 3P marketplace (selling products on the Amazon marketplace). Therefore, picking a provider that focuses on your brand’s business model is best. It’s also wise to work with an agency familiar with your fulfillment strategy, whether that’s Amazon FBA, direct fulfillment or something else. If a provider says they do everything, you may find they are not good at either.
Are they experienced working with companies of a similar size?
The needs of a big Amazon seller are different from the needs of a small brand, so understanding if a provider aligns with your brand’s size is also important. Amazon marketing agencies usually break down into those serving brands with less than $500k in annual sales, agencies specializing in mid-sized sellers with $500k-$2 million of annual sales, and partners targeting companies with more than $2 million in sales each year. Your brand should align with the size the provider focuses on to limit the risk of low-quality service, overly-high costs, or the possibility of not being a priority for the provider.
Who will be my direct contact at the agency?
The number one reason we see brands leaving our competitors is a misalignment of the quality of the team they are working with. Providers often have a slick salesperson who can promise the world, but when the sale is closed, the brand is passed off to a junior employee with little experience managing accounts.
Sometimes, a service provider consists of five people in a townhouse claiming to be experts in Amazon marketing services. These smaller providers have difficulty providing the consistency and breadth of the service many brands require. Larger, established companies have learned from their mistakes with previous clients and can likely provide a higher quality of consistent service. In addition, understaffed providers that rely heavily on contractors usually have difficulty delivering consistent, high-quality work.
Amazon providers typically staff their teams using three primary models:
- Offshore – The provider has a majority of its teams offshore. These models offer lower costs but sacrifice quality.
- Junior staff- The provider mixes offshore teams with primarily junior staff in the United States. This mid-cost model offers a nice mix of higher quality and value.
- Director-level staff – This model is made for established businesses that realize junior staff will not take them to the next phase of growth on Amazon. These companies are looking for quality over low cost.
By asking to meet the team upfront, a brand will quickly see if there will be a misalignment that can end up damaging your brand or falling short of your expectations.
Who are some of the agency’s key customers?
A brand should look at a prospective partner’s client roster to determine if they match up well in size and product category. If the brands that a prospective partner is currently working with have similarities to your
business, the likelihood of success is much higher.
Is your brand willing to make a long-term strategic investment in Amazon?
Amazon is a huge opportunity, but it is also very competitive. It will take a brand many months or sometimes years to reach its potential on Amazon. Brands that expect massive success in the short term will usually be disappointed by the results, regardless of which agency they choose.
Build your Amazon SEO strategy with Amify
The experts at Amify know that winning the Buy Box is just one step in the process of growing your Amazon sales. Customer satisfaction, listing content, Amazon advertising and more will all influence whether your product dominates a search result and converts shoppers. Contact us today to discover why we’re a partner unlike any other Amazon consultant.