Amazon Optimization: Our 6 On-Page Tips for Greater Visibility

Search engine optimization has been an integral part of marketing strategies for years, helping businesses get to the top of Google & Co. But what about visibility on amazon.de? Many online retailers underestimate the presence of amazon.de in search engine results pages. Amazon ranks in the Top 10 for many search terms here and is one of the biggest competitors not only for the top-grossing online shop portals like Zalando, Otto, or notebookbilliger.de but also for small shop and company websites competing with Amazon for the same search terms.

Manufacturers and retailers selling their products on Amazon only partially optimize the product pages of their dealer shops. What is now understood as SEO basics by online shop operators on google.de is often neglected or even forgotten in Amazon optimization. It is considerably simpler to achieve initial success on Amazon with just a few adjustments.

Compared to classic SEO, it has become increasingly more demanding to achieve good positioning on Google over the years. A stable market has developed here, and the importance of search engine optimization has become an integral part of companies' marketing methods.

Why does optimization on amazon.de pay off?

As more and more visitors with purchase intentions search directly on amazon.de, or do not use Google search at all, it is crucial to sustainably increase one's presence on Amazon. Listed as a verified retailer in Amazon's in-house search can offer a double advantage: during searches on Amazon itself and with inquiries through Google, smaller shops especially have the opportunity to be found in top positions for highly competitive keywords in organic search due to strong positioning and numerous rankings to Top 10 search terms. But what criteria determine whether a dealer shop is prominently listed in the Amazon search results? Basically, the ranking factors can be differentiated into two types:

• Performance-based factors

• Relevance factors

The former decides the ranking within the search on amazon.de. This so-called bestseller rank or sales rank is a helpful indicator of how well an article sells within a category. The better this value, the greater the chance that this offer is displayed higher up during a product search on amazon.de.

While performance factors determine how well a product stands in the ranking, relevance factors on Amazon define whether an article is shown at all during a search query.

How can I influence relevance in the Amazon search results?

The following tips should be considered when optimizing product pages and can be adjusted in your Amazon Seller Central interface:

1. Search Term: The product page should be aligned with the primary search term that potential customers would enter in the search.

2. Additional Search Terms: Search terms on Amazon should not be confused with those in classic SEO. Different rules apply here. Amazon provides five fields. The character count is limited to 50 characters. Search terms that are relevant to the product can and should be entered in these fields separated by spaces. This includes synonyms and different spellings. Repetitions are as unnecessary as commas, quotation marks, common misspellings, and variations of the same word. However, the arrangement of words can have an impact.

3. Page Title: Similar to normal SEO optimization, there is a maximum available title length here too. With approximately 100 characters, the title is not cut off.

4. Product Images: The product image not only helps customers to better visualize the offered product. Amazon explicitly prescribes this in the image guide, and at least one image with the following dimensions must be provided: 1000x1000 pixels. This size is necessary for the zoom function and should also be of corresponding high quality.

5. The Brand Name: This should always be provided on Amazon. From the customer's perspective, the brand should always be present, as it is frequently searched for.

6. Detailed Product Description: An extensive product description helps potential customers better understand your product and influences dwell time. The five bullet points Amazon provides should be used under the product title. Focus on the most important keywords and USPs of the products being sold. The right keywords in this spot can increase product visibility. Preliminary keyword research can lead to additional search phrases and synonyms that you can use in optimization. However, it's essential to avoid repeating keywords as this neither increases relevance nor ranking on Amazon.

Avoid Over-optimization on Amazon SEO for Your Product Pages

The previously mentioned tips should always be optimized with a focus on visitor benefit. A product page with bloated texts and too many keywords may lead to a high bounce rate, and customers might choose a competitor. The title and bullet points should contain relevant information for the potential customer in addition to keywords. The situation is similar to classic SEO optimization: the customer first sees the title and meta description of the page and must decide on the most relevant search result in no time. The key is to always maintain a balance between user needs and search engine optimization.

Do you want to be found with your products further up in the Amazon search? We support you with your Amazon Ranking Optimization. We look forward to hearing from you! Contact us.