What will it take for you to be discovered among the sea of Products. Check out some actionable strategies guaranteed to move the needle.
Half of all online shoppers visit Amazon to research and buy. To Amazon, it's about connecting the most relevant product when shoppers type in a search term in the search bar. It's why improving Amazon Discoverability is a key strategy we use with our specialty food clients in our work as an Amazon and Inbound digital marketing agency for gourmet foods brands.
7 Minute Read
How to Improve Amazon Discoverability
Amazon outranks Google 3 to 1 for product search
Understand that over 3,000 new products are being launched every day – like a Walmart going up every 24 hours. It means competing in your space and getting found is all the more critical. Discoverability is how customers find your products. It's where a sound keyword strategy can make a huge difference.
Optimize Your Seller Info Page & Company URL
Adding your company logo will give shoppers added confidence to buy with you. Writing a succinct company bio will engage shoppers to get acquainted with who you are and what you stand for. Adding a properly formatted seller URL helps with Buy Box authority and off-Amazon page promotion of your Amazon store. The results will positively impact Seller health and Discoverability.
Mine keywords with SEM Rush & Helium10
Google search and Amazon search are different. Start by using SEM Rush for Google keywords – also for Google Adwords. What search terms do shoppers use to find your products? Be specific and export into Excel – sorted by:
- Keyword & or Phrase:
Some keywords won't make sense or apply. Work to find relevant terms and phrases. - Monthly Search Volume
The main one to look at. Amazon tends to have higher product searches so if the search term is product specific (intent to buy) then it’s likely higher. - Cost per Click
Determining CPC to have an ad on Google shows how aggressive sellers are going after it. - Competition
Less relevant but still shows difficulty in ranking for specific keywords (on Google) and how competitive the market is for it.
Helium 10 can help you gather Amazon SEO Intelligence
A tool we use as a digital marketing agency to help Clients understand keywords your top-selling competitors on Amazon use. Helium10's tools such as Magnet2, Cerebro, and Keyword Tracker give insights into optimize your listings and build better Amazon PPC ad campaigns.
With Helium10, find high-traffic keywords. It shows you highest ranking keywords for a product. Make it your goal to generate traffic from both search engines for better overall product Discoverability.
Build a Volume vs. Relevance Keyword Plan
Create a balance between keyword volume and relevance. High-volume keywords will likely have low relevance. The term "chocolate" may yield 200k searches per month. However the long-tail phrase "organic fair trade dark chocolate bars" might nail your flavor product. But it only may have 500 search per month.
High-volume keywords and phrases cost more and are harder to bid on in Amazon PPC Ads. This might eventually lead to more exposure – but possibly less conversion. Low volume keywords and phrases cost less and are easier to bid on – but they can lead to less exposure but possibly with more conversion.
Insert Keywords into Your Amazon Product Pages
An optimized product page will have keywords in:
Product Titles: Keep under 200 character limit including spaces. An optimized product title includes: Manufacturer/Brand, Product Name, Keyword Search Terms, Flavor, Size
About The Product Bullets: Put keywords here keeping in mind phrase length.
Product Description: Don't overpack keywords here.
Back-end Search Terms: Inserting your search terms here completes your strategy.
Start Amazon PPC Advertising & Test Your Keywords
This includes both Sponsored Products as well as Sponsored Brands ads (formerly known as Headline Search ads – available to only those with Brand Registry.
Implement Automatic Campaigns to allow Amazon to mine for what it thinks are relevant keywords and you'll get insights as to what keywords are converting into orders.
This process is iterative. You'll want to constantly monitor, tweak, and test – looking at your Amazon Campaign dashboard at Sales generated from your Advertising campaigns, Advertising Cost of Sales (ACoS), non-converting keywords and your overall organic sales. Do away with non-converting keywords and double down on ones that convert.