More than 50% of Amazon shoppers never scroll down past page 1. Therefore, if you’re not on the first SERP page, you’re totally out of the running. Without inclusion on this exclusive online counter, your market visibility and sales pace are at risk.
There are two prime marketing techniques sellers frequently employ to appear higher on search engine result pages: Amazon SEO and Amazon PPC.
Uncertain about what will work best for your eCommerce business on a giant platform- Amazon?
In this write-up, we’ll explain Amazon search engine optimization and Amazon pay-per-click, give insights into their benefits and drawbacks, emphasize how they work in tandem to increase sales, and demonstrate the necessity of combining SEO and pay-per-click in your ranking approach.
Amazon SEO: The Concept
Amazon search engine optimization is a process that improves your product’s visibility and organic ranking in the SERPs. When you invest in Amazon SEO, your product’s chances of organically being on page #1 increase.
Amazon SEO: Best Practices
- Set the order of priority for the search terms when optimizing your Amazon product listing. Put the most important (high search volume) keywords in your title and bullets, followed by the description and the remaining keywords in your backend search terms.
- Do not stuff keywords. Between having too many and not enough keywords is a fine line. Poor conversion rates can result from keyword stuffing and titles that disrupt the clarity and flow of the text.
- Always use the top keyword research tools or contact a seasoned company that offers Amazon listing optimization services.
- Bullets should be concise and clear. There shouldn’t be any extraneous information or filler. On the other hand, the keywords shouldn’t appear forced, and the bullets should read well.
- Remember to optimize your detail page’s backend section.
- Utilize top-notch product photos that convey the product’s essential characteristics, advantages, and specs.
Amazon SEO: Pros
#1: It is less costly than Amazon PPC
The most significant benefit of Amazon SEO is that it costs less than PPC in the long term. When a customer clicks on your goods, there is no cost to you, and you won’t have to “pay” for them to find you in the SERPs.
#2: The effects of SEO will outlive your efforts
As long as you maintain refining and optimizing the content of your product pages, SEO is an investment that will pay off for years to come.
#3: Trust in organic positions is higher than in paid positions.
Nowadays, almost every customer knows the difference between “sponsored” and “organic” results. Products that are organically ranked obtain the credibility and trust of customers. Most customers recognize sponsored results, disapprove of them, won’t click past them, or don’t trust them.
#4: Amazon SEO is a requirement for Amazon PPC.
To display relevant results for PPC-sponsored ads, Amazon selects keywords from your product listing that correspond to customer search queries. Additionally, optimization makes your listing “retail-ready.” Bringing visitors to your listing is like throwing money down the drain if it is not “retail-ready” because it won’t convert.
Amazon SEO: Cons
#1: Amazon SEO can sometimes make you lose patience.
Although Amazon SEO is a worthwhile investment, it may take some time for the products to rank higher in the SERPs. It’s an arduous climb, especially if your brand or product is new and has no social evidence (reviews).
#2 Amazon regularly updates its algorithm.
Did you know that Amazon just debuted the A10 algorithm? Many vendors don’t. You must stay up to date with the most recent algorithm adjustments if you want to keep your organic ranking.
#3: Consistent optimization is required.
Even if your listing appears on page #1, your work is not finished. You must continuously improve your keywords and copy to ensure that your listing stays on top. To optimize your listing, you may add new, more pertinent terms and update the content in light of customer reviews and competitor listings.
#4: Ranking organically demands a high level of expertise and knowledge.
You shouldn’t try DIY Amazon listing optimization unless you are an Amazon SEO specialist. It takes a lot of time, is overwhelming, and is quite technical.
How Do Amazon SEO Improve PPC Results?
Amazon shows only relevant advertisements.
Your advertisement is considered relevant only if the customer’s search terms appear in your detailed page copy, including the product title, bullet points, and description. PPC ads, therefore, only succeed if your copy is keyword optimized, often known as Amazon SEO.
With PPC ads, you can direct visitors to your detail page, but unless that page contains all the information they require to feel secure in their purchase decision, they won’t convert.