Andrew Talley - Amazon SEO--The Complete Beginners Guide to Rank Your Private Label on Top of the Amazon Search

AMAZONSEO

RankHigher & Sell More

BoostYour Rankings, Get More Traffic, Sell More and Build Your AmazonBusiness

AndrewTalley

Allrights reserved.

Nopart of this book may be reproduced or transmitted in any form or byany means, electronic or mechanical, including photocopying,recording, or by any other information storage or retrieval system.

Tableof Contents

Whatis Amazon SEO4

AmazonSEO vs. Google SEO6

Howthe Amazon Algorithm Works8

KeywordResearch10

LetsStart the Optimization14

Optimizationof the Product Title15

Optimizationof Bullet Points18

Optimizationof the Backend Keywords (Seller Central)21

Optimizationof the Product Description23

Optimizationof the Product Images28

CustomerReviews30

Availabilityof Products36

Price37

Testing- The Way to Success38

FromTheory to Practice43

Amazonis the greatest product search engine in the world. The majority ofproduct searches start on e-commerce sites such as Amazon nowadays.Three times more user search for products on Amazon than they do onGoogle. SEO (Search Engine Optimization) is well-known to websiteowners for quite a long time. Hundreds of books have been written onthe topic of Google SEO to improve ranking and gain more web traffic.

Though,Amazon works with a search engine as well in order to decide which ofthe millions of product available on their marketplace deserve to beshown when a buyer enters a certain keyphrase. To not get wasted inthe no man's land of the search results, Amazon sellers need to knowwhat and how buyers search for products and what makes them purchaseeventually.

However,I have some good and some bad news for you. The bad news first. SinceAmazon is the biggest player in the field, competition is as huge asnowhere else in e-commerce. Many sellers entered the marketplace warzone with high expectations and big dollar signs in their eyes butneeded to realize that they were eaten alive by their competitors.Many sellers have given up their dream of being a successful andindependent Amazon seller. With dreams and mental warehouse filledwith frustration succumbed to the pressure of their rivals.

Idont want this happening to you.

Offeringhigh-quality products is essential but only having a good product tosell isnt good enough today. Whenever a potential buyer enters akeyword in the search bar thousands, sometimes millions of products,compete for the profit generating rankings on the first page of thesearch results. Unfortunately, often times not the seller with thebest product wins the struggle, but those who have optimized theirlistings for the algorithm to rank them best.

Ok,enough of that negative news. I have promised you some good news aswell, right? Unlike to Google SEO, most Amazon sellers dont knowabout marketplace SEO or dont know how to optimize their listingsfor the Amazon algorithm. The likelihood that your competitor usesactive SEO is relatively low, but this could change in the nearfuture. So with the simple guidance you get in this book you can giveyour products a huge boost in the rankings.

Thisbook is written for Amazon sellers that dont want to rely on luckor chance when it comes to their online business. If you have tooffer a valuable product and an interest in making customers happyyour products shouldnt get lost in the search results abyss faraway from the first page. With the simple optimization tactics, yourproducts have the chance to be exposed to more buyers which willresult in more sales and greater profit for you to make your dream ofa successful Amazon business come true.

Googleand Amazon both are using search engines for their businesses.Though, their business goal are totally different. In this chapter,youll learn the basic differences and what these differences haveto do with the techniques provided in this book.

Amazonas well as Google use search engines to supply users with searchresults. Google provides web-related information like websites orpictures and Amazon shows products that people can purchase. Also,both algorithms are secret, and now one has decoded them entirely.They get updated and refined continuously in order to provide moreaccurate results to their customers.

Onething holds true for Amazon and Google equally, who is on top winsand gets the most traffic or sales, respectively. In order to getranked better optimization strategies can be applied to both searchengines, though, not the same.

Thedifferences are the cause that decides how SEO is done for each ofthe search engines. We will focus on the Amazon algorithm in thisbook, but to first we need to understand the basic difference betweenthe two search engine giants.

Themain difference is their business models. Googles main goal is tosupply users with information that matches their search intent best.If the provided information is satisfying customers come back anytime they search something on the internet. Since Googles majorincome stream is selling ad space (AdWords) that advertisers pay whensomeone clicks their ad they seek to increase the number of users.More users mean more clicks on ads equals more money for Google. Thesearch engine is their product if you will so.

Thisis different for Amazon. Amazon uses a search engine to displayproduct since they earn money whenever someone buys a product. Thatsthe key difference. Amazons algorithm isnt made for presentingthe best quality product but products with the highest buyinglikelihood. In other words, products that will likely lead to a salewill be preferred over products with a low selling likelihood.

Anotherdifference is that every change you make on your listings can have animmediate effect on rankings since there is no crawler that mustvisit your website to detect possible changes which is the case forGoogle optimization.

Asmentioned in the last chapter, we need to understand the aim of theAmazon algorithm. Amazon is a business thatas any otherbusinessaims to maximize profit and therefore, want to show buyersproducts that have a high probability of turn customers interestinto an actual purchase.

Forthis reason, the relevancy indicator in the amazon search is clearlydefined. A product that gets sold frequently when a user enters acertain keyword seems to be a good (profitable) match for the searchquery. On the other hand, a product that gets ranked for a certainkeyword but doesnt generate sales seems not to match usersexpectancy for that particular search intention. Therefore, theproduct that doesnt lead to purchases gets ranked down in order todisplay another (better-selling) item. In other words, for profitmaximizing Amazon ranks products from high likelihood to generate asale on top to low likelihood of sales on the last search resultspages.

Bottom line:What sells good ranks better. What ranks good sells better.

SinceAmazon rewards sales, every activity that increases the number ofsales and the expected turnover will influence the ranking algorithmpositively. In the course of this book, you will learn strategies toboost your sales either directly or indirectly and in turn yourrankings, which will again lead to more sales. I will give you astep-by-step action plan to get your products ranked better and sellmore.

Ingeneral, all measures to boost Amazon ranking fall in one of twocategories.