Why are you getting overpowered by the competition?
There is a wide range of information online about Amazon’s rankings. And there are evidently a lot of services that boast about their ability to shoot up your rankings in a month. Some deliver while most do not. But when you understand Amazon’s ranking system (and it’s not as complex as it seems), you’ll understand that you need not pay huge fees to secure “the highest” bsr ranking on Amazon. You only need to understand a few Amazon product ranking factors.
Just like Google uses about 200 factors to determine what page gets the first page. Amazon also uses about a dozen. It’s easy to imagine that Google’s ranking would be stricter than Amazon’s because Google is the biggest search engine while Amazon is the biggest Ecommerce store.
They have different priorities. While Google is after getting better at streamlining search results based on searcher intent, Amazon isn’t spending too much on its search AI.
There are other things like logistics, billing, warehouses and operations to worry about. So its easier to keep our eyes on a few ranking factors, like, what products are getting the most action and what products are similar to these.
NOTE: Just like Google, less than 30% of people search the second page of Amazon search results. So your goal is to appear on the first page.
So we’ll divide these two into actionable bits:
What products are getting the most action: That is, when you enter a specific search term in Amazon, which products have the most action based on monthly sales. You can always check that out withJungleScout. At this stage, here are the factors that will either hamper or enhance your sales:
- Competitiveness. Want to compete for the same keyword with 40 companies with 1000s in monthly sales? Think again. Well, depending on your budget, you could compete effectively. But most times, it’s counterintuitive. This is similar to domain age and backlinks in traditional SEO. If 7 of your competitors for a keyword have domain ages ranging from 7-10 years with 80-100 backlinks each, you’ll find it very difficult to rank there.
TIP: If you could get a profitable keyword that many people aren’t optimizing for. 5-7 of the top products have only 100-150 reviews, it’d be easier to rank
Uniqueness. How can you make your product different from the mass? Look at the bad reviews that reoccur in your competitors’ listings. Can your product solve this need? While you focus on keywords and rankings, it is important that you have a great, albeit slightly unique product. Stand out like Seth Godin’s purple cow.
Customer Experience. Another not-so-obvious criteria that plays into your Amazon SERP position is the quality of your reviews. Products with accumulated review ratings less than 3 will usually end up at the back of the queue. It makes sense. Because if you’re a customer-centric store owner, you’d obviously want to field your highest quality products first.
TIP: While you proactively chase after reviews, keep an eye on the quality of your reviews. Also keep an hear to customer complaints and make sure you fix them.
Now, let’s move on to the second question.
What products are similar to these? Here’s where we talk about keyword research. But not just keyword research but conversion optimization. You want to ask questions like what keywords are competitors targeting? And why are people buying from our competitors? Here we want to talk about things we have 100% direct control over. Unlike customer complaints or ratings which we cannot directly influence:
NOTE: Keywords are only to get you found. Conversion Optimization is what compels people to buy from you.
TIP 2: The fact that I’m in the door doesn’t mean I’ll buy from you. Hence, conversion optimization. The foremost place to optimize your listing for best conversions is your images. Because this is what potential buyers see first. EBC images and copy can also help seal the deal in many cases.
Keyword Research. Here’s a quote from Amazon SEO Consultant, that basically describes keyword research on Amazon, “The function of keyword research for Amazon is to discover search terms your target audience are using within the Amazon search engine to look for similar and related products to the item you are going to launch/sell. The more accurate you can build your keyword research, the easier the optimization process becomes.”
Copy Writing. There are two goals our product listing and description copy should achieve.
Help us rank for specific keywords without sounding like junk to a buyer.
Hold a buyer by the throat and compel them to “buy now.”
And that’s it. It’s simple really. Well that’s if you know how to write product marketing copies that are SEO optimized. But not just sprayed with keywords but are written with a specific type of buyer persona in mind.
Want someone who can help optimize your listing or ecommerce page? Hire an