If you have an online Ecommerce business, you want to rank as highly as possible on search engines, and having a good SEO strategy can get you there quickly. And when it comes to Amazon SEO, you want your product page to dominate on the first search engine results page (SERP) for keywords related to your products or services.

Amazon SEO is a little different from Googles’

Google SEO focuses mainly on returning the most accurate search results that best suit the search query, while Amazon SEO focuses on what the searcher is most likely to buy.

This brings us to relevance and performance.

These are two critical factors of Amazon SEO that determine how highly your product page will rank for Amazon searches.

If you get both relevance and performance rightly optimized, you’ll see a massive increase in your conversion rate.

How to use Relevance to Rank highly on Amazon

Dictionary.com defines relevance as the quality or state of being closely connected or appropriate.

And in a nutshell, that is what SEO is all about.

The Amazon SEO algorithm is all about giving the shopper the most relevant / closely connected or appropriate item they’re most likely to purchase.

And this comes down to you being the master of relevant keywords.

You want the following sections on your product page to be filled with the most relevant keywords:

Title of your Product

If you want to be friends with the Amazon SEO algorithm and be a boss at higher ranking, your product title should be as richly relevant as it can be.

This means that your title must fill it with the most relevant keywords.

90% of your product title must contain keywords that describe your product.

However, you want to avoid overdoing it.

You might end up composing a product title that looks spammy and doesn’t read as well.

And this can hurt your conversion rate.

Bullet Points of your Product

Bullet points are usually five in total and should be fast and easy to read.

Describe the effectiveness of your product, how to use it, what ingredients there are, and be sure to include any side effects if there are any.

With each bullet point, make sure to add as many relevant keywords.

Remember not just to stuff keywords but simply add them naturally and formulate sentences that connect with your customers.

Pro Tip: Avoid using your brand or product name too much in your bullet points unless it’s an actual keyword.

You want to leave as much room as possible for keywords.

 Description of your Product

Just like bullet points, your product description should be pretty easy for your customers to scan through quickly.

It consists of all five bullet points put together plus additional information.

Again, for Amazon SEO to work in your favor, you need to add many relevant keywords in your description on top of what’s contained in the bullet points.


Keywords are the bread and butter of Amazon SEO.

We’ve been talking about keywords, but how do you use them to rank higher?

To make the most out of keywords, do the research.

It can be a time-consuming task but valuable if you want to dominate search queries.

Pro Tip: Research and include low competition and long-tail keywords in your product listings.

70% of Amazon shoppers are known to search for long-tail keywords when trying to buy stuff.

An Amazon keyword research tool such as the KW Index Checker plugin for Chrome can be a great place to start.

For advanced research and premium Amazon keyword research tool, Helium10 can be very resourceful.

Backend Keywords

There are ‘hidden’ keywords that you can only use in the backend section of your account.

It is not advisable to use these keywords in your product listing.

The importance of backend keywords is to tell the algorithm what your product is about and which keywords you’re targeting.

There are no rules with backend keywords. 

They can include keyword variations, especially with misspellings and no punctuation (avoid periods, commas, etc.)

How to Rank on Amazon Based on Performance

Performance ties more into the effectiveness of your product or service rather than just keywords.

Therefore you need to be at par with this since performance also highly influences Amazon SEO and, ultimately, your ranking.

Price of your Product

Your product price can affect your ranking.

If you price your product highly compared to your competitors, the algorithm will think people will find it hard to buy your product.

Therefore you will rank poorly.

But if your price is reasonably competitive with other Amazon sellers, your conversion rate will be affected positively as well as your ranking.

So you mustn’t price yourself out of the Amazon market.

That doesn’t mean you can’t charge a higher price.

If your product is excellent and has a track record of satisfying customer’s needs with good reviews, you can hype your price over time.

Conversion Rate

Conversion rate is calculated by dividing the number of converted customers against those who visited your product page for each keyword.

Your Amazon conversion rate can affect your search ranking.

Like price, the algorithm will think that your product isn’t good enough and isn’t appropriate to the buyer if your conversion rate is meager.

This will severely degrade your ranking power.

Amazon SEO algorithm tracks all customer actions, even down to their mouse movements, and they’re factored into how they will rank your product.

If your product isn’t converting well, one common cause of this is your product page copy.

Improve the copy to be more persuasive and relevant to your customers. 

Product Images

Customers rush to view images faster than they spot the price.

So you want your images to be of high quality as per Amazon Seller Central Product Image Guidelines.

Make sure to use the recommended image quality of 1,000 x 1,000 pixels to enable image zoom.

Images should be visible, in a white background, well lit up, and shown to be worn or being used.

Using high-quality images on your product page makes customers stay longer on your listing, which can improve your click-through rate (CTR)

And CTR improves conversions which in turn improves your Amazon SEO and ranking.

Product Reviews

90% of customers read and trust product reviews.

And when it comes to Amazon, its algorithm is susceptible to this and can affect your search ranking.

It’s pretty straightforward.

If your product page has positive reviews, you will rank higher, and the reverse is true.

If you notice, products that rank on top of Amazon search results usually have four or five-star ratings and several good reviews than those at the bottom.

To improve your ranking from bottom to top, you need to address the negative reviews on your product.

Find out why and what your customers are complaining about, and make sure you fix the problem.

If you have to offer refunds or give replacements, go ahead and do it immediately.

But most importantly, if your product has negative feedback, usually it’s the quality that’s the problem.

Make sure to improve the quality of your products accordingly.

Get In Right with Amazon SEO

Having a successful business on Amazon comes down to nailing Amazon SEO and dining at the top of the very first page.

This means more exposure and more sales.

Remember, it’s all about understanding how to optimize the relevance and performance of your products.

If you succeed in doing so, your Amazon SEO will shoot through the roof, and your business will start to move in the right direction.

However, if you’re struggling with Amazon SEO, this is what you need…

A mentor / an Amazon SEO expert who’ll coach you live every week and literally give you fill-in-the-blank Amazon SEO templates, help with product page optimization, keyword research, and more.

Well, at Conversion Study, we’re a team of experts that would love to help kick start your Amazon SEO strategy with any tech-y parts, what to write, video, images, and how to optimize (AKA get better results), helping you hit your sales goals faster and rank even higher.

How many more customers do you think you’d get?

Well, if you want us to help you with your Amazon business for the rest of the year,

Call now at 1+276-861-4091 to get started

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