Take Your Amazon SEO Knowledge To The Next Level
As of 2020, Amazon has joined technology competitors such as Google and Bing in relation to product searches. Studies show that now over 50% of all product searches begin on Amazon, which puts the company in the top five of a list of the largest search engines in terms of annual volume.
This data is largely a result of the global pandemic unexpectedly increasing the volume of online shopping. Given the uncertainty for the future of brick-and-mortar stores and the likely permanence of effective online shopping, SEO — Search Engine Optimization — techniques are taking a foremost position in marketing strategies. In the modern age, it is of utmost importance that businesses can be discovered online quickly and efficiently, especially if that business is traditionally reliant on brick and mortar or word-of-mouth, such as the book publishing industry.
SEO stratagems are going to differ depending on search engines, their algorithms, and purposes. For example, Google uses the metadata on a site to find relevant information and, eventually, recycle that data into effective advertising.
For the purposes of this article, however, we will be discussing Amazon’s algorithms and techniques necessary for quality SEO.
Amazon’s primary goal is to present the exact product a consumer is looking for against their search query and convert that presentation into a sale. Keeping this objective in mind and factoring in the youth of the company’s time as a search engine, we’re going to discuss key SEO tactics that will help to separate your product on Amazon from the masses.
First, we need to discuss a brief analysis of the Amazon algorithm, specifically how it works, so that the reason behind the success of these SEO tactics makes sense. Listing a product on Amazon is going to be both a risk and an opportunity for the publishing organization, however, as the algorithm becomes more sophisticated, so do the SEO techniques. The market progresses with the consumer and the technology advances along with them. While the online competition may have become more fierce in 2020, the prospect of being found online is not lost, especially with proper SEO on your side.
Here are three key elements to understand before discussing specific SEO approaches:
- Amazon’s priorities, in business practice and in online algorithms, will always lie solely in studying the consumer. They need to place all their focus solely on the consumer in order to maintain the speed, accuracy, and relevancy they are known for.
- Publishers need to shift their online presence and promotion practices to highlight the product attributes and the benefits it brings to the possible consumer.
- Understanding how to prioritize which books would be best suited to search engine optimization and acting accordingly online can be instrumental in growing sales for the organization beyond the singular book that has benefitted from direct SEO.
AMAZON IS DEDICATED TO FULFILLING THE NEEDS OF THE CONSUMER
How does Amazon determine what products meet which search criterion? Their search engine quickly sifts through the user data the site obsessively and compulsively collects in order to create a match that is both abstractly and demographically appropriate.
- Matching Semantics: the process of coordinating information regarding the intent behind the search query and the pertinence to information about other consumer’s searching for the same or similar items.
- Click Conversion: Amazon carefully measures and records data on which displayed products result in an actual sale. They modify and maneuver the search results until they’re displaying the most likely product to result in a sale for that search query in terms of relevance.
These two data-driven objectives work in perfect harmony to create the relevant and up-to-date Amazon we recognize as consumers. From the industry side, specifically, book publishing, let’s talk about an example of how these elements work together and why SEO is important.
Let’s pretend consumers are looking for a book about Barack Obama, using his name as the search term. If a book is about general “American political history” and not the 44th president but has been heavily optimized to just rank for the term “Barack Obama,” the consumer is not likely to buy it despite the option popping up on their screen. As consumers interact with the product link but don’t buy, Amazon’s algorithm demotes that product in the results for the search term. This ultimately results in lower SEO rankings for the book and publishing company promoting the book, even though “Barack Obama” is a popular query.
Alternatively, a great book with a fair amount of reviews and a reasonable price still won’t climb in the search engine results if there is no optimization and relevant traffic isn’t being directed that way. For better or for worse, perfect SEO promotion is the only viable way to sell online and make a profit. The main focus of products in regards to search engine optimization should be the sales-to-pageview ratio. The longer that ratio is maintained or improved, the higher the product climbs in Amazon’s search engine estimation.
PUBLISHERS MUST ACTIVELY DESCRIBE AND PROMOTE PRODUCTS ONLINE
We’re pleased to say the current practice of frequently optimizing book information and positioning in the online retail category increases discoverability and provides a functional foundation for starting the process of bettering SEO techniques systematically within the publishing company. A good publisher knows that responding to seasonal trends and tracking pop culture can increase the sales growth of relevant books, even those deep in the backlist.
TRENDING IN 2021
Utilizing keywords and optimizing products for search engines will be crucial in manifesting a successful fiscal year. While SEO has been important in the past, the seemingly endless pandemic state of our country will continue to drive online sales higher than they’ve ever been before. Establishing core SEO tactics in product descriptions on Amazon through organic keyword use and paid keyword campaigns will likely cause a dramatic shift in sales.
Keyword optimization allows for a thorough and well-thought-out promotion campaign for a fraction of the energy and price without sacrificing audience reach or size. They are adaptable to the trends, making it possible to redirect campaigns or shift strategy perspectives without incurring huge losses. A keyword strategy is also scalable and properly optimizing a select few books elevates and benefits the whole list.
If you are looking for help to rank your books better in Amazon and online, check out our book marketing services for help and insights.