5 amazon search secrets to leverage for your own website
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Transcript of 5 amazon search secrets to leverage for your own website
”How to Optimize Your Amazon Listings to Convert Customers &
Climb the Search Ranks"
What your Amazon business NEEDS to increase sales.
What is…….
James Thompson, Digital Marketing Associate & Content Coordinator at Skubana
Skubana is an all-‐in-‐one ERP system designed to automate & simplify your e-‐commerce business with one platform all on the cloud:
• From Orders, Inventory, P.O’s, Shipments, Customers, Products& Analytics• Fulfill anyway you want with one-‐click integrations:
• In-‐House, 3PL, Dropshipping& FBA• Our software is built by e-‐commerce sellers for e-‐commerce sellers
Work Smart. Sell More.
Where do you go when you want to see if a product is worth
buying?Optimized Amazon Listing Breakdown:
• Disclaimer on Product Quality
• Analyzing Your Product Listing Title
• Utilizing Photos to Influence Purchasing Behavior
• Optimizing Your Bullet Points
• Creating Compelling Product Descriptions
• The Importance of Positive Product Reviews
THREE TIMES as many customers will search for products on Amazon, as opposed to Google.
If you wouldn’t buy it, don’t sell it. It’s that simple.
Quality products & a good reputation go a long way with winning
Amazon overA Quick Disclaimer on Product Quality:
• Your products NEED to be legitimate
• Amazon customers want great product selection & convenience for a great price
• Amazon’s search is designed so that quality & relevant products rank higher
• If customers react negatively to your products Amazon WILL demote you
How to Optimize Your Product Title on Amazon:
• Your Title is a Sneak Preview Into Your Product
• Make sure you put EVERY relevant keyword into your title
• The title should also describe the product by including:
• Brand, name, size, quantity, color & component materials• 4 -‐5 targeted keywords is ideal
When customers still have questions about your products you stop converting them.
Let’s take a look at an optimized title…..
Take note how they cover all of the essentials:
• Brand, product, popular compatible models, relevant keywords• It’s informative & focuses on all the right content • I know what I’m clicking into after reading this title
Lastly, check out the reviews 935!
Anker has an amazing listing title:
Note the difference in reviews between the Anker.
Chargehub‘s title leaves me with a lot of questions as a customer:
• There’s a huge lack of keywords• And, there’s no focus on compatible models, # of ports etc.
Chargehub’s Title Leaves Us Guessing
Validate your titles effectiveness:
Keyword Planner w/ Google Adwords, lets you see what the most searched keywords on Google are and related keywords
A little bit of research goes a long way in optimizing your titles & listings on Amazon
Validate your titles effectiveness w/ Amazon:
One of your best friends when it comes to relevant keywords is Amazon’s search bar:
• Utilize this as much as possible to further build your keywords list
Photos Influence Purchasing Behavior:
You only get one chance to make a good first impression and win the conversion:
• High quality, high resolution and relevant images go a long way in your Amazon product listing.
• The primary Amazon image should be at least 1000 x 1000 for customers to fully utilize the zoom-‐in feature and see granular details of the product.
• Be sure to utilize all 6 secondary images to showcase variety and usage of your product
Always keep in mind Amazon’s Image
Guidelines
Bullet Points are the Silver Bullet:Bullet points make it easier for your customers to read your listing
Utilize five keyword-‐rich bullet points that clearly outline your products features:
• Include what the item comes with, safety information, tech specs, etc.
• Take note of the highlighted sections:• Let your customers FULLY understand your product
Create Compelling Product Descriptions:
• Tell the story of how your product will fit into the lives of the customer
• Your listing should entice the customer to make a purchase and answer the question of why they’re purchasing from you
• This is the final opportunity to make the conversion
Positive Reviews Leave a Positive Impression:
• Think of the last thing you purchased online• How did you hear about it? Would you have purchased it if you heard
negative things about it?
• Amazon’s algorithm filters out products with negative reviews• Don’t get discouraged – ask friends/family to purchase & test your products• Offer free trials or samples in exchange for customers posting legitimate
reviews
• Address negative reviews RIGHT AWAY!• Encourage customers to contact you with a ‘100% customer
satisfaction guarantee’• They’ll more likely contact you rather than post a negative review
Thanks for listening & be sure to contact us with any and all optimization questions!
Make smarter choices for your Amazon business
EXAMPLE:
§ A customer searches for “legotreehouse”
§ They click through to this Product Detail Page
§ Amazon chooses one seller
§ That seller’s details go in the Buy Box
WHAT DOES THIS MEAN?
WHAT IS THE BUY BOX?
BUY BOX WINNER:
§ This seller’s info appears in “sold by”
§ If the customer clicks “add to cart, this seller is awarded the sale
§ This seller is called the “winner” of the Buy Box
WHAT DOES THIS MEAN?
§ This seller will make far more sales than any other seller for that product (>90%)
WHAT IS THE BUY BOX?
HOW DO WE GET TO THE PDP?
§ Most people type into the search toolbar
§ Some estimates place greater than 70% of all Amazon sales through the search toolbar
§ Amazon beats Google 4:1 in product related searches
WHAT DOES THIS MEAN?
§ Your products need to show up in the search results if you want to get sales
WE SKIPPED A STEP…
HOW DOES AMAZON RANK PRODUCTS ON THE RESULTS PAGE?
§ A9 Search Algorithm
§ www.a9.com
HOW DOES IT WORK?
§ “Relevance is in the eye of the consumer”
§ “Combine multiple relevance features”
§ “Continuous Improvements”
THE A9 SEARCH ALGORITHM
KNOWN A-‐9 ALGORITHM VARIABLES*We ”know” certain parts of the algo, but don't know their exact weight:
q Whether all the aforementioned fields have content
q Sponsored Ads Clickthroughq Sponsored Ads Conversion Rateq Sponsored Ads Salesq Tied to parent/child variation
listingq At least 1000 historical glance
views -‐ to get a product initially ranked
q At least 5 purchases -‐ to get a product initially ranked
q Total Conversion Rateq Conversion Rate when using a
particular keyword in the Amazon search toolbar
q Clickthrough rateq Total Sessionsq Total Sales (hourly, 30-‐day & some
historical measure)q Refund Rateq Keyword placement in Title, Bullet
Points, first 250 Characters of Description, and Search Terms
KNOWN A-‐9 ALGORITHM VARIABLESThese areas wade into more speculation:
q Reviews -‐ total, recency, star ratingq Answered Customer Questions*q Inventory Levels*q Whether or not there is an FBA
offer on the listing*q Number of offers against the listingq Product Listing Ageq Product Videos -‐ Vendor only*q A+ Detail Content -‐ Vendor onlyq Customer images & Videos*q Keywords in Customer Reviews
q Content Recencyq Bounce Rateq Add to Carts*q Hi Res Product Imagesq Keyword placement in more than
one area (title & bullet points)*q Keyword densityq Order of keywords in Title, bullet
points, descriptionq Backlinks to the PDPq Verified Purchase Reviews -‐ total &
recency*
PRIORITIZE TO GET THE BEST RESULTS
1. Provide High Quality images, titles, bullet points, etc. (aim for great conversion)
2. Include optimal keywords in your product title, bullet points, description, search terms and ads
3. Utilize Sponsored Ads (for keyword research and for organic benefits)
ADDITIONAL KEYWORD TOOLS (PAID)
q AMZSharkq Keyword Tool DominatorqMerchant Wordsq SoovleqWordStreamq Concentrateq FreshKeyq Keyword Inspector
Improving search and search rankings on your own website
BEN LACKSENIOR DIRECTORMARKETING AND BUSINESS [email protected]
ABOUT SWIFTYPE
Founded January 2013
$23M in venture funding by NEA & Y Combinator
30+ Employees, HQ in San Francisco
Largest independent search provider on the Internet
OPTIMIZING SITE SEARCH
Optimizing your product rankings on Amazon and organic search is challenging enough - but this should not be the case for your own search.
How can you ensure search on your own site is optimized to drive sales?
AGENDA
Tips to optimize site search1. Create a rich search index2. Location, location, location3. Don’t overlook analytics4. Customize search results and relevance
algorithm5. Capitalize on organic search traffic
LOCATION
Location, location, location
A large search box placed prominently in the center of the page can cause up to 40% of users to search, and users who search convert at a 50% higher rate.
LOCATION
Don’t overlook analytics
• Look at top searches on site to see most popular products and use this to configure homepage and promotions
• Also look at top searches with no results to identify products you should stock
TOP SEARCHES & TOP SEARCHES WITH NO RESULTS
RANKING
• Drag and drop to rearrange search results based on clickthrough behavior
• Add in results that don’t appear by default• promote high margin
products• feature unsold
inventory at top of results
Customize results and relevance
WEIGHTS
• Tune your entire algorithm
• Based on Swiftype meta data that you add to your account
Customize results and relevance
SEO
Capitalize on organic trafficCustomer spotlight: UPS Battery Center• Orders increased by 140%• Revenue increased by 125%• Conversion rates improved by 116%• 10x decrease in inbound phone calls• Sales reps able to find products more easily
SEO
Capitalize on organic traffic
• Created landing pages for products not in stock• Captured organic traffic on these pages• placed search prominently on these pages to drive them to
other products• Searches on site also generated actionable analytics about
what products customers wanted
LANDINGPAGES
NAVIGATION
SITE SEARCH
SEARCH ANALYTICS