As we kick off the new year, business leaders are focusing on identifying and addressing lingering challenges and planning for the next phase of business growth. One critical aspect of growth that often goes overlooked is optimizing Amazon listings for search engines, particularly Amazon's algorithm. Many businesses invest in Search Engine Optimization (SEO) efforts in the first quarter because they understand the value of starting the new year off on the right foot for shoppers.
However, businesses don't always know where to start. Should they concentrate on their low-performing products or their top sellers that could benefit from some SEO attention? Is SEO really the solution they should invest time and money in? If you're unsure whether your listings need SEO help, here are six telltale signs to help you assess whether it's time to make a move:
1. Incomplete listing elements: The copy is the backbone of your Amazon listing, and having gaps in your copy will harm your organic ranking and indexing on Amazon. By ensuring that all the fields have robust, researched copy, from the title to the back-end keywords, you can optimize your organic ranking and set yourself up for the best customer experience.
2. Poorly researched keywords: Businesses may be tempted to use product copy written for packaging, print catalogs, or website pages. However, these will not help improve your Amazon listing's SEO. A better approach is to run your ASINs and top-performing search terms from non-Amazon platforms, such as social media channels, through an Amazon-specific SEO tool. This approach will help prioritize and include the right keywords, and you can also take into account search ranking and relevance to your product.
3. A significant drop in conversion rate: There could be various factors that play into a conversion rate drop. Still, if keywords and descriptions aren't relevant enough, shoppers may come to your listing and see that it isn't quite what they were looking for, resulting in fewer conversions.
4. Top converting marketing keywords are missing: When you gain keyword insights through marketing efforts, it's important to incorporate those findings into your product detail page. By taking into consideration your best performing non-branded advertising terms for your listings’ content, you can catch changing trends early and optimize your product's search ranking.
5. Lack of sharpness in title and bullet points: If your title and bullet point fields don't address what the product is, what problem it solves, and what makes it different from others that shoppers can choose from, you've got a problem. Even if you have keywords in your listings that have good search volume, they must be relevant to the product's true differentiators for a better performance.
6. Your search ranking has dropped: If a new competitor has emerged, or your product has been recategorized on Amazon, your search ranking may drop, in which case an SEO refresh with all the right terms could help.
In summary, the start of the year is an ideal time to focus on SEO for Amazon listings, especially if it has been neglected for a while. By paying attention to these six telltale signs and addressing them proactively, businesses can optimize their Amazon listings for better organic rankings and customer experience.
There are more signs than the ones listed above. If you’d like to learn more, or are ready to tackle an SEO refresh, contact us and let’s talk.