It’s common for people to think that SEO on Amazon is the same as SEO for their website. But that isn’t really the case.
SEO (Search Engine Optimisation) is the technique of getting listed at the top of relevent Search Engine results.
For websites, the art of SEO has changed over the years. Originally Search Engines tended to rely on the keyword metadata hidden behind the scenes of a website. That went out of fashion quickly as it became heavily abused.
Next came backlinks, getting other sites to link to the site that was being optimised. That is still popular, but has changed a lot over the years. For a while optimisation experts would simply use link farms to create as many backlinks as possible, but that eventually lead to search engines penalising sites for using that technique.
Backlinks are still important, but the relevance and quality of the links are what counts more now.
Significantly different from website optimisation, Amazon like to ensure that items that sell and retailers that have high customer selling metrics are promoted to the top. You still need to pay (a lot) of attention to the listing copy and images, but sales and reputation matter.
As a guide to Amazon SEO there are 10 tips that you can read up on.
Title: Say what it is! Many people don’t.
Category: Check where your competition are if you are at all confused by what category to use.
Description: Put the effort in – features and benefits need to be in here.
Bullet List: The area that stands out – so make it work for you.
Keywords: Not as important as they once were, but everything you do helps.
Images: Not so much for SEO – but they’ll help conversions, which helps SEO.
Product Technical Data: Where the buyer compares you to others, so put the graft in.
Promotion: Spending on Amazon Ads will help sales, which will help ranking, which will help SEO.
Brand Registry: Protect yourself if you have unique products.
Diligence: Put the work in and check things!