Improved ROI, increased market access, a more streamlined user experience – search engine optimisation is the gooey caramel centre of any great brand strategy. Yet as SEO masters continue to navigate a sea of constant change, a new but equally sweet brand of optimisation is already making waves. In 2019, Amazon optimisation (AO) is absolutely essential for any business selling on the e-commerce platform. Want to increase traffic and sales? Here are five ways you can boost your brand’s ranking on Amazon right now.
1. Don’t be a ghost, optimise for your keywords
Without the relevant keywords, your product will be invisible. Begin with comprehensive research to ensure you’re using the right keywords across all elements of your product description – from your product title to the backend in the search terms. Tools including Merchant Words, Sonar and Sellics can help get you started.
Product title: Rather than shoehorn your top five keywords into the product title, focus instead on crafting an easy-to-read, descriptive title for your product.
Generic keywords: Located in the backend, use up to 249 bytes of other keywords in the search terms. But go steady, Amazon won’t index these if they exceed the limit.
Product description and bullet points: This is a place for even more keywords if needed, but don’t allow this to compromise the flow of your product description (which will be ultra-informative).
2. Give it your best shot
It’s the first thing your customer will clap eyes on, so make your product image count. The main visual must be high quality, accurately represent the product, feature a white background, and fill 85% of the image frame (adhering to Amazon’s minimum requirements). Ask yourself: is it eye-catching? It is easy to recognise? Does the lighting do it justice? When it comes to additional images, the rules are slightly more flexible. Consider the use of multiple angles to highlight distinctive features, including lifestyle shots and user-case scenarios. Multiple videos can also be added to showcase your product in action.
3. Written in the stars
Never underestimate the power of a good review. While some may not get the chance to scroll that far, others with a genuine interest will seek customer recommendations before committing to buy; more importantly, reviews are critical to a product’s click-through rate (CTR) and conversion rate (CR). Give stellar customer service, and you’ll increase the chances of a positive review; this can be encouraged using Amazon’s fee-based programs for vendors and sellers to help generate them. It’s also important to respond to any negative feedback, as this will demonstrate your dedication to customer care (and sometimes prompt the reviewer to remove it).
Similarly, the Q&A section of your product listing should also be monitored so as to maintain high levels of customer service – addressing unanswered questions on a regular basis. Not only will this improve the informative content of your listing, but it can also plug larger information gaps that can now be added to the product description – even if these should be user generated.
4. Boost sales of your product with paid
Using paid to enhance the performance of your listing is a great way to boost both organic rankings and sales of a product from the outset. Sponsored Products – Amazon’s paid advertising medium – allows sellers to drive customers to their product page through a series of ads for even greater visibility across the platform. The Advertising Cost of Sale (ACoS) is relatively low for Sponsored Products, as the seller pays only when the customer clicks. For those familiar with keyword research, a Sponsored Product campaign is simple to set up; the only change to a paid listing’s appearance will be the ‘sponsored’ tagline appearing above the product.
Conversion rate optimisation (CRO) is worth considering ahead of any paid activation for your listing. Not only will this reveal the CR of your listing, but it can also help you calculate what you should be bidding for your keywords (or whether it’s best to hold tight). Ask yourself the following before setting up a campaign: have keywords been incorporated? Do you have 10+ reviews? Has a review section been set up? To establish the strength of your listing, you can analyse the data in your seller central account.
5. Enhanced Brand Content (EBC) listings rank better
More than just bells and whistles, businesses that use Enhanced Brand Content (EBC) to sell on Amazon tend to rank better than those without. EBC allows you to add more flourish to a product listing, including richer text and additional images, in order to tell a unique brand story. In a study of 95 listings, Punch found that 42 per cent of the top ranking products were using EBC, which represents a huge opportunity for brands looking to utilise this feature. With five pre-built templates to choose from, EBC also gives you more control over the look and feel of your listing. For those familiar with the A+ tool, businesses wishing to explore EBC can do so via the Amazon Brand Registry. Brands that meet the eligibility requirements can then enrol and enjoy higher CR, increased traffic, and with any luck – that all-important sale.
Click here to explore rainforest, a dedicated Amazon Optimisation service from Punch