Use Amazon SEO to Get Top Ranking in Product Searches

Besides spending on Amazon Ads, there is plenty you can do (at no cost other than your time) to rank your products higher in Amazon’s organic search result listings. Here are some lesser-known Amazon SEO tricks to get you into that coveted top ranking tier.

Amazon SEO Trick #1: Target products that complement your product.

When a shopper is browsing a results page after searching for a product on Amazon, they will see near the bottom of their screen a section called “Frequently Bought Together.” Everything they see under “Frequently Bought Together” is a complement to the product displayed on the details page.

Complementary products displayed in this section are ones that influence the demand for the searched-for item and can be sold together (like loose tea and tea strainers, for example).

By targeting complements to your product—in the bullet points, in the product description, or in hidden keywords—you make your product visible in the “FBT” section to people who aren’t directly looking for it and whose search behavior indicates that they may be interested.

Amazon SEO Trick #2: Remember to use the “magic bullet” (points).

The product details page is your opportunity to outline all the best features and benefits of your product in a series of concise bullet points. It’s also the place to use the keywords you couldn’t fit in the product title. Your highly descriptive, keyword-rich bullet points will draw people to your product listing page. Also, it is your best chance to nudge the prospect closer to clicking “Add to Cart.”

Preferring what’s easy to read at a glance, people often look at bullet points rather than lengthy descriptions, so they may even skip over your main product description and go straight to your Product Details. Bullet points which include your keywords will not only boost your product ranking in search results, but can help win over conversions for shoppers in a hurry.

Bullet List character constraints: pick your words carefully.

Amazon has a lot of constraints in text limits when it comes to the product listing. Therefore, the words should be concise and picked carefully.  Amazon permits using 5 bullets for a product listing, so use them correctly. Only the key features that can set your product apart as unique from the rest should be in bullet points.

  • Every bullet point can is limited to 500 characters. But, this should be enough to include your keywords naturally.
  • Include all the details of your product – the size, shape, color, dimension, etc.
  • Mention the advantages of using your product or how it can help them in their daily lives.
  • Never include promotions or pricing details in your bulleted list.

Amazon SEO Trick #3: Make use of “Hidden Keywords.”

Perhaps you’ve heard of “hidden keywords.” Maybe you’ve stumbled across something called “search terms.” They mean the same thing; each is a reference to the keywords you’re permitted to enter at the back end of your Amazon seller account.

Basically, hidden keywords are your third and last opportunity (other than paid ads) to give Amazon more information about your product. Consumers don’t see hidden keywords but you will still want to add them. The important thing is that Amazon’s search engine will see the hidden keywords. It’s one more little search results booster you can use that most competitors are probably ignore.

In SEO terminology, a hidden keyword is a lot like alt text you might add for a website image—but it’s for a product image instead.

You only have 250 characters per product for back-end keywords. Avoid repeating information conveyed in your product title and bullet points. Instead, add the other ancillary keywords you couldn’t fit into product descriptions and bullet points. Since the search crawler doesn’t need them as separators, don’t use commas. That way you can fit the max number of keywords that you couldn’t use elsewhere into this field.

These three hacks will help you rise to the top of search results, but you also have to know what are the best keywords to choose. To learn about that, see our previous article on choosing keywords.

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