A solid understanding of SEO best practices is essential for success on any search engine. And while we’ve pointed out the differences between Amazon SEO and Google SEO, there are plenty of similarities between the two – after all, they’re both search engines! Ahead, we’re delineating five key ways in which these digital powerhouses are similar in the realm of SEO, and how to implement SEO best practices when copywriting for Amazon product page listings.
Your Google keywords are often your Amazon keywords
Chances are, the keywords you’re using to craft SEO-friendly content for Google are going to be very similar to the ones you’re targeting on Amazon. In fact, we often recommend both established and new sellers on Amazon use the already-existing data they have from Google search insights to inform their Amazon keyword strategy. What’s more, Google SEO tools like Google Keyword Planner can be leveraged for the sake of Amazon keyword research.
One caveat: We advise prioritizing short-tail versus long-tail keywords on Amazon, as queries on this platform tend to be shorter and less question-oriented than on Google.
Product Title and Title Tag operate in similar ways
Small but mighty, your product listing title (Amazon) and title tag (Google) are both critical to SEO. Amazon and Google look at these snippets of information first to analyze and organize search results; SEO best practices dictate that each must be optimized accordingly.
Although this can encompass a variety of facets, here are three key points that apply to both:
- Feature your most important — or “primary” — keyword(s) at the beginning of the title
- Adhereto character count best practices (ideally 60 characters or less for Google, 50 or less for Amazon, with some category variations)
- Use appropriate punctuation like case capitalization.
If you do nothing else, optimizing your product title for Amazon SEO is a must.
Keyword-rich, relevant content is king
Both Google and Amazon want happy users, which is why the highest-ranking web pages and product page listings are those that are also most relevant. Translation: They match the keywords the user is searching and result in quality interactions. In the case of Google, “quality,” can mean a myriad of things, such as time spent on site; with Amazon, it means a sale.
The best way to ensure that they convert? Craft content that is both relevant and keyword-rich.
Black hat tactics are a no-no
Engaging in practices like keyword stuffing will not only get you penalized on both Google and Amazon, it will actually hurt your product and page ranking in the long-term. There’s nothing users dislike more than copy that sounds like a sales-hungry robot wrote it; there’s nothing Amazon and Google dislike more than unhappy users!
Lesson: Don’t attempt to game the system or “get ahead” quickly through lazy and unethical tactics; a thoughtful, dedicated Amazon SEO strategy is the only way to guarantee real results.
Ongoing SEO optimization is required
In the ever-changing landscape of the Internet, there’s no such thing as “set it and forget it.” Sure, SEO content doesn’t need to be reworked on a weekly or even a monthly basis, but SEO best practices require ongoing evaluation of industry and search trends.
Take the fast ascent of organic skincare. Given the awareness around the category, searchers are increasingly savvy, adapting queries with variations like, “USDA Organic skincare.” A diligent player in the space recognizes this shift and reworks content to reflect these subtle changes.
Monitor trends, monitor your advertising performance and adapt your Amazon content accordingly. Good luck!
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