Amazon and Google Algorithms Require a Tailored Approach to SEO

In the ecommerce industry, Amazon and Google stand at the forefront of search optimization. Each behemoth operates on a distinct algorithm, dictating the rules for visibility and success for the companies that rely on them to sell products. 

By understanding the nuances, similarities, and differences between Amazon SEO and Google SEO, brands can craft tailored strategies that enhance visibility and pave the way for success in these two prominent digital domains. It begins by unraveling the secrets of Amazon and Google’s algorithms and learning how to navigate the complexities of each with precision and efficiency.

The difference in the algorithms

Understanding how Amazon and Google algorithms rank products and content on their platforms is essential for Amazon sellers looking to optimize their online presence. It’s clear that these two companies use different algorithms and prioritize different factors when ranking products and content, hence the need for a distinct approach for each.

Amazon, primarily an ecommerce platform, focuses more on transactional factors when ranking products. Relevance is key in this context. Its algorithm considers whether the product listing matches the user’s search query. It evaluates the title, product description, and key features to determine if the product is relevant to what the user is looking for.

Sales velocity, which refers to the speed at which a product is sold over a specific period, is another crucial aspect. Amazon tends to favor products that sell more frequently and are popular among customers. This bias is because Amazon’s primary goal is to maximize transactions; thus, it prioritizes products with a proven sales track record.

Product keywords play a significant role in Amazon’s ranking as well. Sellers must accurately and strategically use keywords in their product listings to make them easily discoverable by the algorithm. Using popular and high-search-volume keywords, along with long-tail keywords, can boost a product’s visibility on the platform.

Of course, reviews also influence Amazon’s rankings significantly. Positive customer reviews signal to Amazon that the product is reliable and trusted by customers, prompting the algorithm to rank such products higher in search results.

On the other hand, as a search engine, Google emphasizes informational SEO ranking factors when evaluating content. Content quality is vital for Google. Instead of prioritizing commercial transactions, the algorithm assesses whether the content is informative, accurate, and provides value to users. Therefore, high-quality content that answers user queries effectively and comprehensively is likely to rank higher on Google.

Backlinks, or links from other websites to your site, are also important for Google. They act as a vote of confidence, signaling to Google that your content is valuable and credible. A higher number of quality backlinks can significantly improve your ranking on Google.

User experience is another factor that Google emphasizes. This includes how users interact with your site, the site’s bounce rate, and the average time users spend on your site. If users find your site easy to navigate and stay on for longer, Google interprets this as a positive user experience and boosts your ranking accordingly.

Similarly, site speed and authority are also taken into account by Google. A faster-loading site provides a better user experience and, hence, is favored by Google. Sites that are recognized as authoritative in their field tend to rank higher. Typically, authority is determined by various elements, including the quality of content, number of quality backlinks, and online reputation.

While both Amazon and Google aim to provide the best results for their users, the SEO differences mean they prioritize different factors due to their distinct nature. Understanding these differences can help sellers optimize their strategies for each platform effectively.

Adjust your approach to SEO for each

When it comes to Amazon, sellers should focus more on transactional keywords that customers would use when they are ready to make a purchase. For instance, a person searching for a “stainless steel coffee mug” on Amazon is likely intending to buy one. Thus, including specific and detailed product-related keywords in your listings can improve your product’s visibility on Amazon.

Product titles, descriptions, and images are crucial in Amazon SEO. The title should be concise and contain the most relevant keywords. The description should provide comprehensive details about the product, highlighting its features and benefits. Images should be high-quality and accurately represent the product. Including multiple images from different angles can also enhance the customer’s understanding of the product.

Contrarily, Google SEO requires a broader keyword strategy. While transactional keywords are essential, informational keywords also play a significant role. These are keywords that users might use when seeking information about a product or topic. For example, someone searching for “how to choose a stainless steel coffee mug” is looking for information, not necessarily ready to make a purchase. That is why content that provides valuable information related to these keywords can rank higher on Google.

Meta titles and meta descriptions are vital to Google SEO. They give users a preview of what the page is about in the search results. Incorporating relevant keywords in your meta titles and descriptions can boost your visibility on Google. Multimedia content, like videos and infographics, can enhance user engagement, increase the time spent on your site, and consequently improve your Google ranking.

User intent can vary significantly between Amazon and Google searches. Users on Amazon typically have a high purchase intent. They are usually ready to buy and are looking for the right product. Therefore, Amazon SEO should focus on showcasing the product’s selling points and convincing the customer to make a purchase.

On the other hand, Google users may have informational intent. They might be looking for answers to their questions or more information about a product or topic. Google SEO should aim to provide valuable and comprehensive content that satisfies the user’s informational needs.

Every Seller should adjust their SEO strategies according to the unique characteristics of Amazon and Google. Optimizing for the different user intents on these platforms and adjusting your content accordingly can significantly increase success on both Amazon and Google.

Measure and meet your SEO goals

Amazon sellers can monitor several key metrics to measure the success of their SEO efforts. One such metric is the Best Sellers Rank, which provides insight into how well a product sells within its category. A lower rank indicates better performance and suggests that the seller’s SEO efforts yield positive results.

Another crucial metric is the conversion rate, which measures the percentage of visitors who end up buying the product. A high conversion rate indicates effective product listings and improves the product’s ranking on Amazon’s search engine. The click-through rate, which is the ratio of users who click on a product listing to the number of total users who view it, can also provide valuable insights into the effectiveness of product titles and images.

Customer reviews and ratings play a substantial role in Amazon’s algorithm, as they signal to the platform that the product is reliable and trusted by customers. Therefore, monitoring and striving to improve these metrics can enhance a product’s visibility on Amazon.

As discussed, the goal on Google is to optimize content to answer user queries effectively and comprehensively. Organic traffic, or the number of visitors coming to your website from unpaid search results, is a key metric to measure the success of your SEO efforts on Google. A steady increase in organic traffic suggests your content ranks well on Google’s search engine result pages.

Other critical indicators include the bounce rate, which is the percentage of visitors who leave your site after viewing only one page. A high bounce rate could indicate that your content is not relevant or valuable to visitors. The average session duration and pages per session can also provide insights into how engaging your content is. Longer sessions and more pages viewed per session suggest visitors find your content valuable and interesting.

On Amazon, the competition is primarily based on price, product quality, and customer reviews. Sellers compete against other sellers who offer the same or similar products. Therefore, SEO strategies on Amazon should focus on optimizing product listings to stand out in this competitive landscape.

The competition on Google is much broader. You’re competing against any content that is relevant to the user’s search query. This could include blog posts, videos, news articles, and more. SEO strategies on Google are more effective when they focus on creating high-quality, informative, and engaging content that can satisfy a wide range of user queries.

Move your brand in the right direction

Amify can help your company create a data-driven SEO strategy that reaches more shoppers and increases conversions. Our team has experience and expertise in enhanced brand content, keyword optimization, and PPC advertising and can arm your brand with an SEO strategy that increases ROI. 

Contact us today to learn how Amify can improve your performance on Seller Central and optimize your listings for tangible results.