One constant pain of every Amazon Seller is that PPC costs are just too high. While you can’t stop using it unless you want to lose your organic ranking and the loss of paid ranking, you can focus more on SEO. As we’ve discussed before, PPC and SEO work best as a union. However, you can pay more attention to one while you don’t have sufficient resources to get the best results from the other.
In this post, we’ll discuss the best SEO practices that you should do on each and every one of your listings. You should always do these things, even if your PPC is providing great results for you, but it can be especially useful if not.
- Find relevant high-search volume keywords. It’s the first phase of SEO, and it should be the very first thing you do when you start working on your SEO. SEO will only work if you’re using the right keywords, so you really need to put in the time and effort to find keywords that suit your listing. If the keywords aren’t relevant, then you’ll be compromising your conversion rate because people searching for those keywords aren’t interested in your products. If the keywords have a low search volume, then you’ll be wasting money on campaigns that not many people will see.
- Set Search Term Field to 250 bytes – not characters, BYTES. That means that spaces and punctuation marks don’t count, and you need to remember that. If you’re putting in 250 characters, then you probably have some more space that you could use to input even more valuable keywords.
- Ensure the ASIN is in the correct category and sub-category. Check that, double-check that, and then triple-check just to be sure. Putting your product in the wrong category or subcategory will have the same result as using irrelevant keywords – it will be viewed by people who are interested in something else entirely. People that are looking for your type of product should be able to find it in the coordinating category.
- Place conversion keywords near the start of the title. Keywords that affect conversion the most should be at the beginning of the title for consumers to see them immediately, even if they don’t finish reading it.
- Utilize keywords used in reviews and Q&A. The keywords buyers and potential buyers use when leaving reviews or asking questions can tell you a lot about your target audience or, to be exact, what your target audience is looking for. Use them to get to know your target audience and attract more.
- Use crawlable text in A+ content – yes, EBC content indexes. No matter how much Amazon lies and says it doesn’t, we’ve repeatedly seen how wrong that is. The text on the images of your A+ content has no SEO value, but the crawlable text does. Add 500 words of crawlable text to each A+, and you’ll see improvements.
- Set 100 characters of alt-text per photo – yes, that indexes too. So use that space wisely and utilize the whole 100 characters it allows you to put in.
- Avoid keyword redundancy during indexing phases. While you’re just starting out with SEO and want your listings to index, don’t repeat keywords. You want as many chances to index as possible, so you need to use as many different and relevant high-search volume keywords as possible.
- Chase keywords in the strike zone for mature listings. When it comes to more mature listings with good rankings and indexes for their target keywords, you should focus on those they’re already ranking for. Choose keywords in which their ranking isn’t as high as you want it to be, and utilize them more to get higher rankings.
- Utilize PPC in your SEO strategy. Yes, it all comes back to this.
We’ve come full circle here because while you should work hard on your SEO, you should never rely on SEO alone.
Keep them together and use these 10 tips on each one of your listings to survive in the mayhem that is Seller Central.