There has been a seismic shift within consumers search behavior as an approximated 56 percent of people begin their particular product search on Amazon, not Search engines.
If 2018 was your year in which Amazon finally began to surpass Google as the predominant ecommerce internet search engine, then 2019 will be the year by which Amazon comes to completely dominate consumers’ item searches altogether.
In case your brand is not selling on Amazon . com, you’ re losing out on product sales, and if you’ re not customizing your organic listings in Amazon . com, you’ re already one stage behind your competition.
As increasing numbers of consumers embrace Amazon search for their particular shopping needs how do sellers place themselves to achieve maximum visibility around the search results page? And what factors or even tactics will be imperative to presence in 2019?
Key phrases will still be key
Essentially of Amazon optimization is key phrase research. This will not change since Amazon’ s A9 algorithm is extremely dependent on text match relevancy (how well your product matches the particular search queries of the customer) in order to serve the most relevant products in order to searchers. Your product can only be seen for a specific search query when the product listing contains the keyword researched.
However , the way in which individuals search on other search engines compared to Amazon . com is very different. Searchers on Amazon . com are closer to the point of buy. With that said, 70 percent of lookups on Amazon are long-tail queries, so identifying what queries your own target audiences are searching for within Amazon can help you determine what keywords you should be targeting.
Other Amazon specific keyword study tools like Sonar, a system that collects keywords used by Amazon . com shoppers will also help identify exactly what keywords are being searched for by focus on audiences.
Focusing on the particular factors you can optimize for it’s still fundamental
While there are many things that determine a products’ position in the algorithm, there are some factors we are able to optimize for (product listing name, key product features, product explanation, images, backend search terms, text go with relevancy) and others we cannot (sales performance history, price, availability, satisfaction method, promotions).
Amazon . com optimization of product listing webpages won’ t change much through 2018 to 2019 as SEOs looking to maximize visibility should continue to keep focus on product listing titles, topic points, product description and backend search terms. Continue to incorporate keywords straight into those four main fields. Nevertheless , emphasize placing keywords in item listing titles and key function bullets as Amazon may location less value on backend keyphrases or even devalue them (much such as Google did with the meta key phrases field).
Lastly, keep your product images are of high quality and show all angles of the item. Product images play an important part in consumers decision to buy because they want to know exactly what they are buying. This can increase their purchasing likelihood and thus raise your sales performance.
Tone of voice search will redefine the types of keywords targeted in optimizations
Each day more and more people are using voice-equipped devices to search. It is said that simply by 2020 50 percent of all searches is going to be from voice search. With an increase of people using voice search to look for products search queries will only remain more long-tail in nature as they types of searches tend to be comprised of five or more words.
Whilst conversational voice search is practical for shoppers, it creates a new problem for optimization. How do we improve for these types of voice searches inside Amazon?
one Optimize for Amazon’ s Selection
If you’ ve ever searched for anything upon Amazon chances are you’ ve noticed the “ Amazon’ s Choice” badge on some products.
Not only does Amazon’ s Option get awarded a special designation inside the search results page, but the famed logo also marks items that Amazon’ ersus cloud-based voice service Alexa uses to determine what products to suggest to users.
Whilst brands and sellers have been attempting to crack the Amazon Choice algorithm, there are no set guidelines to check out as to how one can earn this famed badge. However , the company has unmasked some of the requirements for being chosen:
- Popularity (sales)
- Rating and reviews
- Delivery speed (FBA)
TL; DR: utilize Amazon satisfaction services, increase product popularity plus sales through having thoroughly enhanced product listings and potentially generating traffic and conversions through compensated search (which has been known to raise best seller rank for natural listings), ensure that your product is satisfying customers (while continually monitoring reviews plus answering any negative feedback), plus price your product competitively.
2 . Start establishing Amazon Skills
Alexa Skills are much like applications you add to your phone depending on your needs and preferences. You can allow Skills in the same way you install applications on your phone. Skills, however , are usually voice-driven capabilities you add to your own Alexa account to make it smarter plus bring products and services to life.
Brands (or anyone really) may build capabilities for their audience within voice form. These types of capabilities or even content can come in a multitude of forms. In case you’ re a CPG brand name think recipes, a clothing brand name think fashion advice; anything to assist consumers. Take Tide stain elimination, for example , a brand that is currently using Amazon Skills by enabling clients to ask questions about any every stain they may encounter.
Very first creating compelling content to help fill up a consumer need and then offering a good in-skill purchase (ISP) of items can help brands monetize these abilities.
As voice research grows and more and more people make use of smart home devices for all their own needs the best way to get in front of shoppers in a non-intrusive way is via Alexa Skills.
Produce compelling content in product explanations with a focus on conversions
If you aren’ t currently making use of A+ content or EBC you need to be. Amazon . com has said that these sorts of content increase conversions by 10 %.
While recently it is often found that A+ Content plus EBC are not currently indexed just for Amazon search ranking, both content varieties offer possibilities to increase conversions. In the event that product titles and bullet factors are the ranking factors that will enable you to get higher organic visibility in Amazon . com search, then product descriptions would be the key to increasing purchasing probability and conversions once a consumer can be on your product listing page.
With that said, when creating content concentrate less on optimizing for key phrases and more on optimizing for consumer experience. This includes crafting content inside a conversational manner focusing on unique worth propositions and detailing how the item will enhance consumers lives. Life style images of people using the product in certain capacity will also go a long way within amplifying conversions.
Much better performing products (via sales/conversions) is the ranking factor for products which usually equates to higher visibility.
Use both paid and natural optimization for maximum visibility
As Amazon internally areas greater emphasis on sponsored brand positionings, expert recommendations, video-based buying manuals and Amazon’ s private-label items (i. e., “ Top Rated from your Brands” ), organic real estate to the search results page will continue to reduce. Implementing a hybrid approach to your own Amazon marketing strategy and utilizing each paid placements and organic item listing page optimizations will make sure that you are visible across the results web page.
Amazon search would be the largest movement in 2019.
Amazon has the chance to become the new Google; becoming the #1 search engine for all things ecommerce. Ignoring to first leverage Amazon, plus second, optimize product listings will certainly deprive brands of exponential revenue. Because the Amazon search results pages shift as well as the way in which consumers search for products furthermore changes, Amazon marketing strategies can too have to transform.
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Opinions expressed in this post are those of the guest author instead of necessarily Marketing Land. Staff writers are listed here .
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