Google own Search right? Wrong! In this talk Dan looks into the rise of Amazon Search Optimization and shares insights on how to rank higher on Amazon. Why should we care? Because 45% of the UK Search on Amazon before they use Google and in the US it’s 52%. This combined with the rise of voice search, where Amazon again are crushing it, means we as SEO’s need to be prepared. Dan's talk is from BrightonSEO's ecommerce summit.

1. Amazon: The usurper of
search
Dan Saunders

4. Why should we care?

7. Bloomreach

8. Amazon is the dominant force in voice shopping
Branded3
- They have sold more than 5.1 million smart speakers in
the US since launch in 2014
- Amazon account for circa 90% of all voice shopping spend

9. Over 70% of people who
did a voice search last year used Alexa
Wordstream

10. There will be 24.1 million smart speakers
in the US by 2020
Branded3

11. By 2019 the voice recognition market
will be a $601 million industry
Branded3

12. Here’s what you need to know

13. Amazon has lots of ranking factors
Amazon’s A9 and A10’s algorithm uses conversion
rate, relevance and customer satisfaction to rank
products.
…Sound familiar?

14. Amazon is Google – before Penguin and Panda.

15. Do they care? No! Why not?
- Amazon’s top priority is showing products to their visitors that will most
likely result in a purchase
- They push the best performing products to the top to increase their
exposure, enabling more sales
- Amazon holds no loyalty to its sellers

16. The top 20% of retailers
are making 80% of the revenue

18. How do you do it?
Organic
Paid
CRO
…but what about links?

19. Content is king again
Well, sort of, but we’ll get to that

20. Organic top three

21. Organic optimisation
Focus on content – product title and description

23. How to structure your titles
- Don’t stack keywords, Stick to 2-3 and place them early in the title
- Use characters to break your title into phrases
- Try to optimize your title readability for the different title lengths on
Amazon

24. Text length
Organic results 115-
144 characters
Ads have around 30-
33 characters
Mobile titles have
between 55-63
characters

25. Backend Search Terms
Fill in backend search terms – this is a great place to enter all buyer
keywords you may have missed in your product listing.
Its not visible to customers but is indexed by Amazon, so now is the time to
stack keywords!

26. Backend Search Terms
- You are given five fields to populate – remember only 250 characters are
indexed – don’t exceed this …but if you do, make sure you front-load
each field with the best keywords to ensure they are counted.
- Make sure you include common misspellings but there’s no need to
duplicate
- There’s no need for punctuation, repeated words, singular or plural
words as Amazon already has got your back on this.

27. How do I do keyword research?
For keyword research use the
Amazon Keyword Tool.
It’s free to use and gives you long tail
keywords based on Amazon
suggestions.
This features a parent and child
relationship – the parent is the main
product, and variants such as size,
are the child.

28. Amazon PPC is the easiest way to boost your keyword
driven sales.

29. Start by setting up manual PPC campaigns to
target your keywords, then pump up the bids to
increase exposure

30. As with Google, Running ads at a short-term cost
Or loss, can still be worthwhile to boost organic rankings.

31. Amazon Ads

33. How do I do keyword research?
For keyword research use the
Amazon Keyword Tool.
It’s free to use and gives you long tail
keywords based on Amazon
suggestions

34. Keyword research is essential – especially if you’re
manual inputting keywords

35. Once your ad is set up
- Offer deals!
- Run your campaigns for 4 weeks without making any adjustments
- After this point, make sure you monitor and adjust your ads.

36. CRO factors to consider
- Customer Reviews
- Answered Questions
- Image size and quality
- Price
- Exit Rates
- Bounce Rate

37. Sales are Amazon’s equivalent to links.
More sales lead to higher rankings, higher
rankings lead to more sales.

39. Sell more than your competitors
especially those who are already ranking higher

40. Just as more downloads leads to higher rankings in the
App store.

41. Enter… Data Science
Image – Statistical Modelling of some kind
Do not be tempted
to put through fake sales and fake reviews

46. Final Thought

47. Thank You
daniel.saunders@branded3.com
linkedin.com/in/dan-saunders-00764a55/