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It’s more difficult than ever to increase sales and rank products in Amazon’s organic search results. Products are flooding the market as more people follow the Amazon gold rush, raising competition and making it more difficult for a product to stand out. Is it possible that Amazon’s enormous opportunity has vanished… buried in the infinite sea of products?
Not ranking on Amazon’s search engine, known as A9, will have a significant impact on your sales. Being successful on Amazon requires organically attracting traffic to your product listings.
Because Amazon is primarily an eCommerce platform, every search is transactional. The goal of Amazon SEO is to attract visitors with a strong buy intent from customers.
Investing time in a thorough study can aid you in combating search engine competition.
To stay ahead of the competition as an Amazon seller, you’ll need to create specific business strategies. You must also be on the lookout for fresh opportunities. Paying attention to your organic rankings and keeping an eye out for new keywords to rank for is one of those sensible strategies. This takes advantage of what we know about how Amazon’s algorithm works, and it can help you reach out to new customers.
The Difference Between the Organic Rank (Position) and the Bestseller Rank (BSR)
When it comes to selling on Amazon, one of the most common misunderstandings is the distinction between Amazon Best Sellers Rank and organic ranking. Your BSR indicates how highly a product ranks based on sales, whereas the organic ranking indicates how well a product ranks in search results for a specific phrase.
A Best Sellers Rank (BSR) is a number that Amazon assigns to practically every product in its multi-million-item catalogue once it has made at least one sale. As a result, the BSR is a good measure of how well a product is selling on Amazon right now.
The lower the BSR, the greater the product’s sales. A product rated #1, for example, sells a lot more than a product ranked #200,000.
The BSR, on the other hand, only applies to how a product sells in a specific category. In other words, products do not have an aggregate BSR that compares their sales to those of all other Amazon products.
However, because many products sell in several categories on Amazon, an item may have multiple BSRs. This is especially true when you consider that practically every major category and sub-category on Amazon has its best-seller rating system.
For a given keyword, organic ranking refers to where a product appears on Amazon’s search engine results pages (SERP). Meanwhile, Amazon Best Sellers Rank is useful for evaluating a product’s monthly sales frequency.
Any relevant keyword you can enter must return a set of results depending on a set of criteria. These are your natural ranks, which aren’t as well-structured as BSRs. Arguably, the only way to affect your BSR is to sell more in a short time. By selling more while being found through a specific keyword, you can improve your organic ranking.
In other words, you can discover new keywords for which you may be relevant and make changes to begin ranking for them. Keep in mind that the number of reviews and your rating also affect both your BSR and your organic ranking. However, right now we are focusing on things we can do immediately to give us an advantage.
Finding New Keywords
First and foremost, you should be aware of the keywords for which you are already ranking organically. Once you’ve done that, see if there are any that you should be ranking for and make the required changes. When looking for certain keywords, you can think about them in a variety of ways, such as:
Synonyms – Let’s take an example of a fuzzy sweater. We can look for synonyms for “fuzzy” which can be: soft sweater, fluffy sweater, thick blanket, warm sweater etc.
Intended Use – In our case there are knitted sweaters, crop sweaters, Christmas sweaters etc.
The Color – Since our example is a blue sweater, we can look into keywords like navy blue sweater, dark blue sweater and sky blue sweater. Also, let’s say our sweater is blue with white motives. We can look into ranking for a white and blue sweater as well as a white sweater.
Anything that makes sense — if you’re interested in a keyword, go to Amazon, type it into the search field, and see what comes up. While looking at them, consider the following questions:
“Would it be logical if my listing was one of the ones on this page?”
“Would someone looking for this be interested in purchasing my product?”
You can also try to rank for keywords that have nothing to do with your product.
What To Do With These New Keywords
It’s best to test out any keywords you think are a good match for your product once you’ve found them. This can be accomplished in two ways:
Include Them in Your Listing
It’s common knowledge that the most crucial keywords you rank for are those in your title, so if it makes sense, try out some fresh ones there. Because it isn’t, you can’t utilise your title purely as a keyword attraction technique.
The title must appeal to the reader while still making sense. Keep in mind that your title should be no more than 200 characters long, including spaces. Consider including some of the keywords you noticed in the bulletins or product description, particularly on the backend. Because we know the bulletins and product description aren’t as important as the title, the backend might be the best option. They are also supposed to serve as a primary means of informing customers about the product and its benefits.
It’s not a good idea to give up that space to cram in more keywords. The backend is ideal because it’s hidden and we know it’s simply there to keep track of keywords and rankings. As a result, it’s a good idea to incorporate all relevant keywords in your backend. As a result, Amazon will detect the keywords and your listing will naturally rank for them.
Include the New Keywords in Your PPC
By putting your newly discovered keywords in your listing, you are ensuring an organic ranking for those terms. That ranking, though, is almost certainly going to be quite low. You can start ranking for a specific keyword only to discover that when you type it in, your listing is on the 9th page. Include them in your PPC ads to improve that position and, of course, to determine if utilising that keyword is a good idea at all.
If an Amazon user searches for a specific term and then discovers and purchases your goods, your organic rank for that keyword rises. Doesn’t that make sense? Let’s imagine you have a PPC ad at the top of the first page for a specific term, and your listing is on the eighth page organically. It stands to reason that if someone buys your goods through PPC, your organic position for that term will improve.
The rationale is simple: the more people who search for a specific keyword and buy your goods, the higher Amazon will rank it. Someone came looking for something, typed a keyword into the search field, and found your product, according to Amazon’s algorithm. Amazon will then give you a higher ranking for that keyword since if customers discover your product to be exactly what they’re seeking, it’s in Amazon’s best interests to make it simpler for them to find it with your product.
Make This a Common Practice
It’s critical to maintain track of the keywords you’re ranking for and how well they’re performing in terms of search traffic. You can never expect to have permanently resolved anything as an Amazon vendor. Always keep an eye on the performance of the keywords you use in your title and PPC, and be on the lookout for new ones.
You can become a much more proficient Amazon seller simply by acquiring the practice of merely paying attention to the keywords important to your area. As previously stated in this essay, as an Amazon seller, you may constantly be selling more and evolving. One of the most effective methods to accomplish so is to get proficient with keywords.
We at AiHello created our resources with this in mind. We understand how important it is to have access to this type of information for an Amazon firm. You can use it to find out everything about keywords.