Which factor will affect Amazon search engine rankings?
It roughly divided into three factors:
From the logical level, listing relevance is the most basic factor that effect search rankings.
② Conversion Rate
Conversion rate is the top priority for Amazon. In the Amazon A9 algorithm, the details and actions of the sellers that affect conversions will all change into the factors that affect the search rankings.
③ Account Authorization and Performance
Amazon attaches great importance to the user shopping experience, as a seller, our each actions will be scored to ensure to provide a good quality shopping experience for each buyers.
OK, let's analyze the above three factors more:
Title is the most basic and most important ranking factor, the core target keywords need to be written in the title. We can see a lot of the seller piles a lot of keywords up in the title, including target keywords, long tail keywords, which make the title looks messy. From the user's point of view, this is a bad experience, it will impact the click rate of search result. Personally, SellerSpirit thinks that some of the secondary keywords could be placed under the below iterms, do not have to be placed in the title all. So, there's a balance between user conversion and ranking.
There is another point you need to pay attention to is if your product has a brand name, it must be placed in the first, if your product has brand model or series name, then placed it in the second position. For some products, users will use the brand word or model series of keywords to search for products. The title can contain the following elements:
① brand name
② The brand's model or series name
③ Product Name (Key words)
④ Important features or highlights
⑧ Quantity, such as Pack, if has.
Each company may have its own formula for the title, especially for the brand-oriented sellers, as early as possible to develop your own formula for the title is necessary.
2. Short description – Bullet Points
This location is the most important highlights, in the premise of the statement fluence, all the important keywords need to be included in the five fields as far as possible. Jackery completes the details of the title and bullet points well. bullet points contains all the important keywords.
3. Product Description
Long descriptions, as extensions or supplements to short descriptions, have more flexibility and freedom to write keywords, but do not stacked and do not have to be repeated the keywords in the two places above. It doesn't mean that longer keywords means better result. This is a flexible place to place long tail words. This case below describe the product perfect:
4. The Category
When placing a new product, it is important to choose the correct category and sub-category. Their category also serves as a relevancy factor that affects the search results.
5. Keyword Search Terms
This is a bit like Google SEO before. The keywords are entered in the Amazon backen page. The 5 fields should be used well and do not let it go. In addition, the singular and plural do not have to repeat, just choose one randomly, do not waste space.
Pricing is an eternal science in the business world, because customers are more price-sensitive when it comes to shopping, which has a significant impact on conversion rates and can affect search rankings. If your pricing is too high above average, the Amazon algorithm presupposes that you have a relatively low conversion rate, so lowering the rank in the factor of price until you improve. That is, the conversion rate is very high well, Amazon will give you a better ranking. so, this is why pricing directly affects search rankings.
8. multi-attribute variants
For the same product in one property with multiple choices, try to use multi-variant way to establish one listing, such as the same data line, 1 meter, 3 meters, 5 meters; or the same style of mobile phone shell with multiple colors. Although the user select only one, but only one option is the most people to buy, but this improves the user's conversion rate, this is one of the search ranking factors. Why do you want to do more variants:
① Amazon gave more authorization to listing with variants when other factors are equal.
② Users have richer choices and experiences that are conducive to conversion.
③ Variants produce multiple sub-ASIN code, equivalent to multiple independent listing (rough understanding), help to get more ranking and exposure opportunities.
④ All reviews are accumulated in the same listing, which directly affects the conversion rate.
Thus, making as many variations as you can reasonably and logically, it has advantages for search rankings and conversions
9. Picture quality and quantity
As a visual carrier, the picture is one of the most important factors that affect the user's purchase. Amazon requires pixels of picture need reachig at least 1000 * 1000 px or above, the first map must has white background. If you have done other platforms. In Amazon, the user's experience and shopping experience is their emphasis elements, so the requirements is strict. There will be a magnifying glass effect when the picture up to 1000 pixels, which has an impact on the conversion. The following case is the standard answer.
10. Answered Questions
For more functional or complex products, you must pay attension to this section, Amazon will read this data to calculate it into the search engine algorithm. Another point of view, it is an element impact the conversion rate, the following screenshot can be seen this data is directly put on the same line with review. So doing Answered Questions section well will affect the search rankings.
Review quality is obviously important, but its quality is also important. So, if you have high quantity and quality of reviews, it is perfect. Some sellers think review does not affect the rankings, it may be right from the technical level, but seen from another aspect, for a listing which is eligible in all aspects, a good review performance is conducive to improving its conversion rate, a good conversion rate affects the search rankings.
12. Sales rankings
Sales rankings, that is Best Sales Rank, this number can be used to compare the sales of products in the same category, the smaller the number is, indicating that more sales, Amazon will use this value as a factor in the search algorithm. Because Amazon believes that selling more, indicating that the product is more popular and accepted, so Amazon will combine this figure to affect your search rankings in the calculation of the analysis.
13. Stay time
Stay time refers to the time when you stay in the listing page. If the stay time is long, it indicates that the more interested in the product, and final generate a purchase. Amazon calculates the stay time for each user to determine if the listing's quality, experience, complete etc are good enough. It will influence ranking as a ranking "score" into the algorithm. The following points may affect the user's stay time points:
① the richness of the picture.
② The richness of short descriptions and long descriptions.
③ Answered Question Panel performance.
④ Review score, one or two-star review.
14. Bounce rate
Bounce rate is when the user clicks on a listing of Amazon search results, and then leave the page. Amazon bounce rate is the same as Google's bounce rate concept, which is one of the important algorithms to determine whether the search results are what users need.
we can only rely on feeling try to reduce the bounce rate, the following aspects are we can control the range:
① Product images and keywords must be consistent with the keywords.
② The normal price level, can not be too high above the market level or with the user's heart is far from expected.
③ Review total score can not be too low.
15. Inventory status
Some sellers may operate rough, do not systematically monitor the inventory, resulting in inventory out of stock, this will give users a bad shopping experience according Amazon. There are two situations:
A listing would have a good search ranking BUT disappear from the rankings suddenly because the number of products sold out. After a few days of FBA replenishment, you may find that the ranking has changed and it may take some time to return to normal.
The inventory is low because of the complex reserved, which led customers to find out they can't buy the product when add products to the shopping cart.
16.Order defect rate
Amazon is notoriously more capable of judging consumer shopping experiences than Google might be smarter in certain details and technologies, so the user shopping experience is an element that we always need to be responsive to our operations. Order Defect Rate This order is a very rational and scientific data to Amazon exactly the performance of the seller, but also a calculated to the Amazon search ranking algorithm to go inside a factor.
Order defect rate mainly includes the following three aspects:
① Negative Feedback Rate
② Filed A-to-z Claim Rate
③ Credit card refusal rate Service Chargeback Rate