If you’re an online retailer that has mastered the art of Google SEO, you may think that launching your products on Amazon should be a breeze. After all, you’re already a pro at crafting keyword-rich content that indexes against relevant searches and compels shoppers to visit your site. And while some of your traditional SEO savvy will certainly come in handy when launching on Amazon, it’s important to understand that successful Amazon optimization strategy take into account the nuances of the platform. Ahead, we’ve detailed five key differences between Amazon SEO and Google SEO — and how to best optimize content for Amazon.
Amazon prioritizes conversions over clicks
Garnering quality clicks is the goal of any solid SEO strategy, but when it comes to Amazon, it’s not just about getting a shopper to spend time perusing product listing. It’s about converting her. Understandably so; while Google and Bing are often utilized as research and discovery platforms, Amazon is used chiefly as a shopping platform.
Amazon focuses on short-tail keywords versus long-tail keywords
It’s important to understand the Amazon shopper mindset when addressing this point; as alluded to previously, she someone who is there to shop. Consequently, she’s apt to have already completed a bit of research prior to her Amazon search, making her queries less question-oriented and more direct.
For example, whereas a Google searcher might query a long-tail keyword (“what are the best running sneakers”), her counterpart on Amazon will opt for a short-tail keywords (“nike running sneaker”) in order to quickly locate (and purchase!) what she is looking for. This emphasis on short-tail over long-tail keywords is important to consider when developing an Amazon SEO strategy.
Amazon is not influenced by external linking
For Google and other notable search engines, external sites play a large role on determining ranking. This is because Google’s algorithm monitors not just what is happening on your site, but how many trusted sources link back your page. This validation helps Google understand just how important your site is in the broad context of the World Wide Web.
Amazon, on the other hand, occupies its own little world. Its algorithm does not take into account external webpages, meaning that even if you have plenty of third-party pages pointing to your product listing page, it’s not a guarantor that you’ll occupy a top search position. Converting on that traffic (see #1), of course.
Amazon relies heavily on social proof
Any knowledgeable marketer will tell you that social proof — namely, positive reviews — will help drive up conversions. Amazon is no different. Given the platform’s heavy reliance on user reviews, it’s not surprising that the top ranking products in a given category happen are usually those with stellar reviews.
In this sense, Amazon’s algorithm is more reflective of a given product’s quality; if it has poor reviews, a product is less likely to convert and will most likely fall in search rankings, even if its content is properly optimized for SEO (something that would not occur with Google).
Amazon doesn’t publish search volume data
Looking to understand the scale and scope of a particular set of keywords on Amazon? Unlike Google, Amazon doesn’t publish search volume data and trends. Although this can make conducting Amazon keyword research more challenging, there are plenty of tools available to help determine which keywords you should be targeting in your content. One of our favorites, Keywordtool.io uses Amazon’s autocomplete feature to help suggest relevant keywords for your product and brand. Conducting competitive research can also help illuminate which keywords are most pertinent to your product and brand.
Ready to implement a solid Amazon SEO strategy? Contact Galileo Tech Media now to get started!