Beyond conventional SEO: Unravelling the mystery of the organic product carousel

Earlier in the year, Valentin Pletzer found that Google had begun to show a ‘Popular Products’ carousel for a subset of queries in search results.

At the time, many believed that this new carousel was an Ad that Google just hadn’t labelled correctly. But it turns out this feature was in fact an organic result.

On that same day, Google released an article titled: Help customers discover your products on Google. Based on the contents of this article, it wasn’t clear that this was related.

It was only in a Webmaster Central Hangout with John Mueller that I was informed of the connection.

See John’s response to my question at 21:55 here:

The Google article didn’t give any specifics relating to the Popular Products carousel, with the only image referenced being a Product Knowledge Panel.

I was, however, able to locate three new SERP features that operate in a similar way: Popular Products, Best Products and Similar Products.

Research based on 250 unique search results, across 20 product segments

As mentioned, this feature is currently only available in the U.S. but is planned to have support in other countries by the end of this year (could be in a couple of months time).

I’m based in Australia, so it’s not something I stumble upon in my day-to-day searches, but I do work with some companies in the U.S. who do have the feature triggered for some important queries that they rank for.

Both the Popular Products and Best Products carousels take up a fair bit of SERP real estate, with placement generally being above-the-fold on desktop. This is also true for the Product Knowledge Panel which is often triggered after a selection has been made from an Organic Product Carousel (OPC).

According to Mobile Marketing Expert, Cindy Krum of MobileMoxie, these carousels are also very visible within mobile search results. She explains:

“This is a new way to rank products and drive conversions without actually ranking entire pages – per-se. It is especially vexing for SEOs because none of the tools are reporting that the carousel is even there. The only way to know is to do test searches, because Google doesn’t included the OPCs in Search Console, when reporting on clicks, impressions, CTR and average position.

The other thing that is interesting, and potentially threatening for SEOs is that these results are linking through to Product Knowledge Panels, before they link to your web page. That means anyone who sells the product can be included in the carousel and potentially put into a price-comparison grid on the Product Knowledge Panel, all before anyone gets to a page where they can convert on your site. An important, new part of eCommerce SEO may be tracking and optimizing these Product Knowledge Panel results, to drive better conversion, since they could now be a gate-keeper. Humorously, the way that they work is somewhat like the old doorway pages that Google fought so hard against years ago.”

– Cindy Krum

By looking at 250 unique search results across 20 product segments in the U.S., I was able to understand the three new SERP features:

1. Popular Products (PP): out of the three different carousels, PP appeared most commonly based on my analysis. They operate in carousels of up to 10 products, with 5 being visible at a time on desktop and four on mobile. The listings include a product image, a title and a review star rating and count.

Popular Products carousel on mobile (4 product listings being visible).

2. Best Products (BP): BP appeared less frequently than PP, but take up considerable SERP real estate when they are triggered. They operate in a carousel of up to 16 products, with three being visible at a time on desktop and 2.5 on mobile. The product listings typically show an image, title and reviews (same as PP), but also show the price and links to publications where the product has been mentioned (along with other product-specific details on mobile).

Best Products carousel on desktop (3 product listings being visible).

Best Products carousel on mobile (2.5 product listings being visible).

3. Similar Products (SP): SP carousels appear to usually be triggered when the buyer is further down the funnel and is researching a specific brand. This is your opportunity to get your product in front of a customer who thinks they’ve narrowed down their choice to a competitor’s offering (but this can work in the reverse). They tend to have up to six products in a carousel, with four being visible at a time on desktop and 2.5 on mobile. SP generally contain the same details as PP.

Similar Products carousel on desktop (4 product listings being visible).

How to influence the organic product carousel

In Google’s blog post, they detailed three factors that are key inputs: Structured Data on your website, providing real-time product information via Merchant Center, along with providing additional information through Manufacturer Center.

This section of the article will explore Google’s guidance, along with some commentary of what I’ve noticed based on my own experiences.

1. Make sure your product markup is validated

The key here is to make sure Product Markup with Structured Data on your page adheres to Google’s guidelines and is validated.

You can do this by using the Structured Data Testing Tool, along with the Products Report within Google Search Console. For more information on validating markup see Google’s guidelines along with guides written by industry experts.

The key here is to make sure that Google can access your product information in order to display as snippets in various applications.

On a related (also unrelated) note, check out this SERP snippet I found while doing research for this article:

Jegens are glowing both on and off the SERPs. With the orange stars you’re seeing standard rich snippets using AggregateRating through schema.org (what this first step relates to).

But the ratings below in black are from tabular data. This sometimes happens when you use <table> on a page. Can’t really control those snippets. Very rare to see both together.

2. Submit your product feed to Google via Merchant Center

This is where it starts to get interesting. By using Google’s Merchant Center, U.S. product feeds are now given the option to submit data via a new destination.

The difference here for Google is that retailers are able to provide more up-to-date information about their products, rather than waiting for Google to crawl your site (what happens in step 1).

Checking the box for “Surfaces across Google” gives you the ability to grant access to your websites product feed, allowing your products to be eligible in areas such as Search and Google Images.

For the purpose of this study we are most interested in Search, with the Organic Product Carousel in mind. “Relevance” of information is the deciding factor of this feature.

Google states that in order for this feature of Search to operate, you are not required to have a Google Ads campaign. Just create an account, then upload a product data feed.

Commentary by PPC Expert Kirk Williams:

“Setting up a feed in Google Merchant Center has become even more simple over time since Google wants to guarantee that they have the right access, and that retailers can get products into ads! You do need to make sure you add all the business information and shipping/tax info at the account level, and then you can set up a feed fairly easily with your dev team, a third party provider like Feedonomics, or with Google Sheets. As I note in my “Beginner’s Guide to Shopping Ads”, be aware that the feed can take up to 72 hours to process, and even longer to begin showing in SERPs. Patience is the key here if just creating a new Merchant Center… and make sure to stay up on those disapprovals as Google prefers a clean GMC account and will apply more aggressive product disapproval filters to accounts with more disapprovals. ”

– Kirk Williams

For a client I’m working with, completing this step resulted in several of their products being added to the top 10 of the PP carousel. 1 of which is in the top 5, being visible when the SERP first loads.

This meant that, in this specific scenario, the product Structured Data that Google was regularly crawling and indexing in the US wasn’t enough on it’s own to be considered for the Organic Product Carousel.

Note: the products that were added to the carousel were already considered “popular” but Google just hadn’t added them in. It is not guaranteed that your products will be added just because this step was completed. it really comes down to the prominence of your product and relevance to the query (same as any other page that ranks).

3. Create an additional feed via Manufacturer Center

The next step involves the use of Google’s Manufacturer Center. Again, this tool works in the same way as Merchant Center: you submit a feed, and can add additional information.

This information includes product descriptions, variants, and rich content, such as high-quality images and videos that can show within the Product Knowledge Panel.

You’ll need to first verify your brand name within the Manufacturer Center Dashboard, then you can proceed to uploading your product feed.

When Google references the “Product Knowledge Panel” in their release, it’s not the same type of Knowledge Panel many in the SEO industry are accustomed.

This Product Knowledge Panel contains very different information compared to your standard KP that is commonly powered by Wikipedia, and appears in various capacities (based on how much data to which it has access).

Here’s what this Product Knowledge Panel looks like in its most refined state, completely populated with all information that can be displayed:

Type #1 just shows the product image(s), the title and the review count.

Type #2 is an expansion on Type #1 with further product details, and another link to the reviews.

Type #3 is the more standard looking Knowledge Panel, with the ability to share a link with an icon on the top right. This Product Knowledge Panel has a description and more of a breakdown of reviews, with the average rating. This is the evolved state where I tend to see Ads being placed within.

Type #4 is an expansion of Type #3, with the ability to filter through reviews and search the database with different keywords. This is especially useful functionality when assessing the source of the aggregated reviews.

Based on my testing with a client in the U.S., adding the additional information via Manufacturer Center resulted in a new product getting added to a PP carousel.

This happened two weeks after submitting the feed, so there still could be further impact to come. I will likely wait longer and then test a different approach.

Where does Google get the review data from?

Investigating where the review data that populates the Product Knowledge Panel comes from was one of the bigger mysteries of this study. There were cases where the source was clear, and others where it was not at all.

Out of the 250 results I analyzed, there were 36 results (14%) where I was not able to determine the source of the reviews. This was primarily because there was not an active Product Listing Ad (PLA) for the product.

For instance, clicking the listing from the PP carousel below for “Jack Daniel’s Winter Jack Apple Punch” does not take you to a Product Knowledge Panel:

The next step for investigation is clicking the Shopping tab, making sure your Search Settings are altered to the U.S. as the country (if not located there), then filtering through to see if that product is active.

Based on my experiences, the product will generally be the first result to appear. But it is sometimes pushed down lower to page two or even further, which gets confusing.

If the product is not active, then it becomes far less clear as to where those six product reviews are being taken from. They could be from product schema on your site or from a wholesaler, but if that calculation of “6” does not match up with a single source then it’s anyone’s guess.

It is also interesting to note that the product ratings seem to update in real-time. So the review count for a product listing on the Organic Product Carousel should be the same as the PLA (if active).

This can be especially troubling for a business owner, as they may need to troubleshoot why their review rating is so low or not representative of their products actual popularity based on review count.

The inverse scenario of this is where the review source is clear and result Type #4 is being triggered for the Product Knowledge Panel. You’re able to clearly see where reviews are coming from and troubleshoot accordingly.

In this example, the aggregate review score is actually better than the ratings on the website product page. This retailer has received a higher rating due to the various review sources.

This is where it is important to do your own testing. You may be placed within the Organic Product Carousel with a Product Knowledge Panel being triggered, but this could result in more sales for wholesalers via Ads, rather than your own site (not an ideal SEO scenario).

It’s important to be cautious of this SERP feature, as there are a lot of factors that come into play and could easily hurt your brand. Here is an example where the rating has not worked in a retailer’s favour:

This product is clearly low rated in general, but you may want to work towards a fix if you were managing the SEO for Dell.

The above scenario was definitely an outlier based on my research, however. Across the 215 results I analyzed that triggered a Product Knowledge Panel with a review rating, the average for this rating was 4.5.

This is considered to be extremely high. More analysis would be needed to figure out why this was the case (whether relating to review sources, Google taking preference, etc.).

Additional third party research relating to the Organic Product Carousel

I reached out to Bill Slawski to check whether there were any Google patents relating to this set of SERP features.

The features reminded Bill of Similar Items Schema for image search on mobile, directing me to this blog article released by Google in April of 2017.

Bill also noted there was a Google patent regarding inventory from the same store submitted by the store owner, but said it appeared to be unrelated.

In terms of other research relating to these features, I came across some highly useful guides developed by Hamlet Batista worth checking out.

Hamlet has written the following articles I would recommend reading:

What does the future hold for this SERP feature?

I believe what we are seeing in the US is just the beginning. Google has rolled this feature out on quite a sizeable spread of product-related queries in the US, but there’s still a lot of room for expansion.

The two Organic Product Carousels to keep an eye on are definitely the Popular Product and Best Product carousels. Both are given considerable visibility in search results for commercial queries on both desktop and mobile.

Something else to consider is how Google has the ability to slot these in the carousel in wherever they like. Not only are they visible as a distinct feature in web search like you’re seeing in this article, I’ve seen them appear in a brands standard Knowledge Panel too:

This could mean that each of these carousels could be added within other SERP features in the future and not just in standard web search as a distinct result.

And it doesn’t stop there. We will likely see each of the features mentioned in this article evolve to be hybrids of many different data sets from the web.

Here’s an example for the exact same query where a version of the BP carousel is being tested, but it’s now a “top 9”. This labelling has thrown off all classification.

While I’m approaching this feature with caution, I’m still excited by the prospect of having a whole new layer of SEO to work with.

I would invite others to continue the research I’ve presented in this article, and for SEO tool providers to put forward some insights for the community.

If you work in SEO and have never used Merchant Center or Manufacturer Center, then it could be time to get your hands dirty and bookmark those links.

Quick recap:

  • Organic Product Carousel features are due to launch globally at the end of 2019.
  • Popular Product and Best Product carousels are the features to keep an eye on.
  • Make sure your products have valid Structured Data, a submitted product feed through Merchant Center, along with a feed via Manufacturer Center.
  • Watch out for cases where your clients brand is given a low review score due to the data sources Google has access to.
  • Do your own testing. As Cindy Krum mentioned earlier, there are a lot of click between the Organic Product Carousel listings and your website’s product page.
  • Remember: there may be cases where it is not possible to get added to the carousel due to an overarching “prominence” factor. Seek out realistic opportunities.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Brodie Clark is an SEO Consultant based in Melbourne, Australia. Servicing mid- to large-sized companies across the globe. Follow him on Twitter or Linkedin to keep updated on the latest developments in SEO.

Dit artikel is vertaald van Search Engine Land

Amazon vs

Amazon vs. Google: Decoding the World’s Largest E-commerce Search Engine

A lot of people forget that Amazon is a search engine, let alone the largest search engine for e-commerce. With 54 percent of product searches now taking place on Amazon, it’s time to take it seriously as the world’s largest search engine for e-commerce. In fact, if we exclude YouTube as part of Google, Amazon is technically the second largest search engine in the world.

As real estate on Google becomes increasingly difficult to maintain, moving beyond a website-centric e-commerce strategy is a no brainer. With 54% of shoppers choosing to shop on e-commerce marketplaces, it’s no surprise that online marketplaces are the number one most important digital marketing channel in the US, according to a 2018 study by the Digital Marketing Institute. While marketplaces like Etsy and Walmart are growing fast, Amazon maintains its dominance of e-commerce market share owning 47 percent of online sales, and 5 percent of all retail sales in the US.

Considering that there are currently over 500 million products listed on Amazon.com, and more than two-thirds of clicks happen on the first page of Amazon’s search results—selling products on Amazon is no longer as easy as “set it and forget it.” 

Enter the power of SEO.

When we think of SEO, many of us are aware of the basics of how Google’s algorithm works, but not many of us are up to speed with SEO on Amazon. Before we delve into Amazon’s algorithm, it’s important to note how Google and Amazon’s starkly different business models are key to what drives their algorithms and ultimately how we approach SEO on the two platforms.

The academic vs. The stockbroker

Google was born in 1998 through a Ph.D. project by Lawrence Page and Sergey Brin. It was the first search engine of its kind designed to crawl and index the web more efficiently than any existing systems at the time.

Google was built on a foundation of scientific research and academia, with a mission to;

“Organize the world’s information and make it universally accessible and useful” — Google

Now, answering 5.6 billion queries every day, Google’s mission is becoming increasingly difficult — which is why their algorithm is designed as the most complex search engine in the world, continuously refined through hundreds of updates every year.

In contrast to Brin and Page, Jeff Bezos began his career on Wall Street in a series of jobs before starting Amazon in 1994 after reading that the web was growing at 2,300 percent. Determined to take advantage of this, he made a list of the top products most likely to sell online and settled with books because of their low cost and high demand. Amazon was built on a revenue model, with a mission to:

“Be the Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.” — Amazon

Amazon doesn’t have searcher intent issues

When it comes to SEO, the contrasting business models of these two companies lead the search engines to ask very different questions in order to deliver the right results to the user.

On one hand, we have Google who asks the question:

“What results most accurately answer the searcher’s query?”

Amazon, on the other hand, wants to know:

“What product is the searcher most likely to buy?”

On Amazon, people aren’t asking questions, they’re searching for products—and what’s more, they’re ready to buy. So, while Google is busy honing an algorithm that aims to understand the nuances of human language, Amazon’s search engine serves one purpose—to understand searches just enough to rank products based on their propensity to sell.

With this in mind, working to increase organic rankings on Amazon becomes a lot less daunting.

Amazon’s A9 algorithm: The secret ingredient

Amazon may dominate e-commerce search, but many people haven’t heard of the A9 algorithm. Which might seem unusual, but the reason Amazon isn’t keen on pushing their algorithm through the lens of a large scale search engine is simply that Amazon isn’t in the business of search.

Amazon’s business model is a well-oiled revenue-driving machine — designed first and foremost to sell as many products as possible through its online platform. While Amazon’s advertising platform is growing rapidly, and AWS continues as their fastest-growing revenue source — Amazon still makes a large portion of revenue through goods sold through the marketplace.

With this in mind, the secret ingredient behind Amazon’s A9 algorithm is, in fact: Sales Velocity

What is sales velocity, you ask? It’s essentially the speed and volume at which your products sell on Amazon’s marketplace.

There are lots of factors which Amazon SEO’s refer to as “direct” and “indirect” ranking factors, but ultimately every single one of them ties back to sales velocity in some way.

At Wolfgang Digital, we approach SEO on Google based on three core pillars — Technology, Relevance, and Authority.

Evidently, Google’s ranking pillars are all based on optimizing a website in order to drive click through on the SERP.

On the other hand, Amazon’s core ranking pillars are tied back to driving revenue through sales velocity — Conversion Rate, Keyword Relevance and of course, Customer Satisfaction.

Without further ado, let’s take a look at the key factors behind each of these pillars, and what you can optimize to increase your chances of ranking on Amazon’s coveted first page.

Conversion rate

Conversion rates on Amazon have a direct impact on where your product will rank because this tells Amazon’s algorithm which products are most likely to sell like hotcakes once they hit the first page.

Of all variables to monitor as an Amazon marketer, working to increase conversion rates is your golden ticket to higher organic rankings.

Optimize pricing

Amazon’s algorithm is designed to predict which products are most likely to convert. This is why the price has such a huge impact on where your products rank in search results. If you add a new product to Amazon at a cheaper price than the average competitor, your product is inclined to soar to the top-ranking results, at least until it gathers enough sales history to determine the actual sales performance.

Even if you’re confident that you have a supplier advantage, it’s worth checking your top-selling products and optimizing pricing where possible. If you have a lot of products, repricing software is a great way to automate pricing adjustments based on the competition while still maintaining your margins.

However, Amazon knows that price isn’t the only factor that drives sales, which is why Amazon’s first page isn’t simply an ordered list of items priced low to high. See the below Amazon UK search results for “lavender essential oil:”

Excluding the sponsored ads, we can still see that not all of the cheap products are ranked high and the more expensive ones lower down the page. So, if you’ve always maintained the idea that selling on Amazon is a race to the bottom on price, read on my friends.

Create listings that sell

As we discussed earlier, Amazon is no longer a “set it and forget” platform, which is why you should treat each of your product listings as you would a product page on your website. Creating listings that convert takes time, which is why not many sellers do it well, so it’s an essential tactic to steal conversions from the competition.

Title

Make your titles user-friendly, include the most important keywords at the front, and provide just enough information to entice clicks. Gone are the days of keyword stuffing titles on Amazon, in fact, it may even hinder your rankings by reducing clicks and therefore conversions.

Bullet points

These are the first thing your customer sees, so make sure to highlight the best features of your product using a succinct sentence in language designed to convert.

Improve the power of your bullet points by including information that your top competitors don’t provide. A great way to do this is to analyze the “answered questions” for some of your top competitors.

Do you see any trending questions that you could answer in your bullet points to help shorten the buyer journey and drive conversions to your product?

Product descriptions

Given that over 50 percent of Amazon shoppers said they always read the full description when they are considering purchasing a product, a well-written product description can have a huge impact on conversions.

Your description is likely to be the last thing a customer will read before they choose to buy your product over a competitor, so give these your time and care, reiterating points made in your bullet points and highlighting any other key features or benefits likely to push conversions over the line.

Taking advantage of A+ content for some of your best selling products is a great way to craft a visually engaging description, like this example from Safavieh.

Of course, A+ content requires additional design costs which may not be feasible for everyone. If you opt for text-only descriptions, make sure your content is easy to read while still highlighting the best features of your product.

For an in-depth breakdown on creating a beautifully crafted Amazon listing, I highly recommend this post from Startup Bros.

AB test images

Images are incredibly powerful when it comes to increasing conversions, so if you haven’t tried split testing different image versions on Amazon, you could be pleasantly surprised. One of the most popular tools for Amazon AB testing is Splitly — it’s really simple to use, and affordable with plans starting at $47 per month.

Depending on your product type, it may be worth investing the time into taking your own pictures rather than using the generic supplier provided images. Images that tend to have the biggest impact on conversions are the feature images (the one you see in search results) and close up images, so try testing a few different versions to see which has the biggest impact.

Amazon sponsored ads

The best thing about Amazon SEO is that your performance on other marketing channels can help support your organic performance.

Unlike on Google, where advertising has no impact on organic rankings, if your product performs well on Amazon ads, it may help boost organic rankings. This is because if a product is selling through ads, Amazon’s algorithm may see this as a product that users should also see organically.

A well-executed ad campaign is particularly important for new products, in order to boost their sales velocity in the beginning and build up the sales history needed to rank better organically.

External traffic

External traffic involves driving traffic from social media, email, or other sources to your Amazon products.

While external sources of traffic are a great way to gain more brand exposure and increase customer reach, a well-executed external traffic strategy also impacts your organic rankings because of its role in increasing sales and driving up conversion rates.

Before you start driving traffic straight to your Amazon listing, you may want to consider using a landing page tool like Landing Cube in order to protect your conversion rate as much as possible.

With a landing page tool, you drive traffic to a landing page where customers get a special offer code to use on your product listing page—this way, you only drive traffic which is guaranteed to convert.

Keyword relevance

A9 still relies heavily on keyword matching to determine the relevance of a product to searcher’s query, which is why this is a core pillar of Amazon SEO.

While your title, bullet points, and descriptions are essential for converting customers, if you don’t include the relevant keywords, your chances of driving traffic to convert are slim to none.

Every single keyword incorporated in your Amazon listing will impact your rankings, so it’s important to deploy a strategic approach.

Steps for targeting the right keywords on Amazon:

  1. Brainstorm as many search terms you think someone would use to find your product.
  2. Analyze 3–5 competitors with the most reviews to identify their target keywords.
  3. Validate the top keywords for your product using an Amazon keyword tool such as Magnet, Ahrefs, or Keywordtool.io.
  4. Download the keyword lists into Excel, and filter out any duplicate or irrelevant keywords. 
  5. Prioritize search terms with the highest search volume, bearing in mind that broad terms will be harder to rank for. Depending on the competition, it may make more sense to focus on lower volume terms with lower competition—but this can always be tested later on.

Once you have refined the keywords you want to rank for, here are some things to remember:

  • Include your most important keywords at the start of the title, after your brand name.
  • Use long-tail terms and synonyms throughout your bullets points and descriptions.
  • Use your backend search terms wisely — these are a great place for including some common misspellings, different measurement versions e.g. metric or imperial, color shades and descriptive terms.
  • Most importantly — don’t repeat keywords. If you’ve included a search term once in your listing i.e. the title, you don’t need to include it in your backend search terms. Repeating a keyword, or keyword stuffing will not improve your rankings.

Customer satisfaction

Account health

Part of Amazon’s mission statement is “to be the Earth’s most customer-centric company.” This relentless focus on the customer is what drives Amazon’s astounding customer retention, with 85 percent of Prime shoppers visiting the marketplace at least once a week and 56% of non-Prime members reporting the same. A focus on the customer is at the core of Amazon’s success, which is why stringent customer satisfaction metrics are a key component to selling on Amazon.

Your account health metrics are the bread and butter of your success as an Amazon seller, which is why they’re part of Amazon’s core ranking algorithm. Customer experience is so important to Amazon that, if you fail to meet the minimum performance requirements, you risk getting suspended as a seller—and they take no prisoners.

On the other hand, if you are meeting your minimum requirements but other sellers are performing better than you by exceeding theirs, they could be at a ranking advantage. 

Customer reviews

Customer reviews are one of the most important Amazon ranking factors — not only do they tell Amazon how customers feel about your product, but they are one of the most impactful conversion factors in e-commerce. Almost 95 percent of online shoppers read reviews before buying a product, and over 60 percent of Amazon customers say they wouldn’t purchase a product with less than 4.5 stars.

On Amazon, reviews help to drive both conversion rate and keyword relevance, particularly for long-tail terms. In short, they’re very important.

Increasing reviews for your key products on Amazon was historically a lot easier, through acquiring incentivized reviews. However, in 2018, Amazon banned sellers from incentivizing reviews which makes it even more difficult to actively build reviews, especially for new products.

Tips for building positive reviews on Amazon:

  • Maintain consistent communication throughout the purchase process using Amazon email marketing software. Following up to thank someone for their order and notify when the order if fulfilled, creates a seamless buying experience which leaves customers more likely to give a positive review.
  • Adding branded package inserts to thank customers for their purchase makes the buying experience personal, differentiating you as a brand rather than a nameless Amazon seller. Including a friendly reminder to leave a review in a nice delivery note will have better response rates than the generic email they receive from Amazon.
  • Providing upfront returns information without a customer having to ask for it shows customers you are confident in the quality of your product. If a customer isn’t happy with your product, adding fuel to the fire with a clunky or difficult returns process is more likely to result in negative reviews through sheer frustration.
  • Follow up with helpful content related to your products such as instructions, decor inspiration, or recipe ideas, including a polite reminder to provide a review in exchange.
  • And of course, deliver an amazing customer experience from start to finish.

Key takeaways for improving Amazon SEO

As a marketer well versed in the world of Google, venturing onto Amazon can seem like a culture shock — but mastering the basic principles of Amazon SEO could be the difference between getting lost in a sea of competitors and driving a successful Amazon business.

  • Focus on driving sales velocity through increasing conversion rate, improving keyword relevance, nailing customer satisfaction and actively building reviews.
  • Craft product listings for customers first, search engines second.
  • Don’t neglect product descriptions in the belief that no one reads them—over 50% of Amazon shoppers report reading the full description before buying a product.
  • Keywords carry a lot of weight. If you don’t include a keyword in your listing, your chances of ranking for it are slim.
  • Images are powerful. Take your own photos instead of using generic supplier images and be sure to test, test, and test.
  • Actively build positive reviews by delivering an amazing customer experience.
  • Invest in PPC and driving external traffic to support organic performance, especially for new products.

What other SEO tips or tactics do you apply on Amazon? Tell me in the comments below!

Vertaald van MOZ

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