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

Search engine optimization has been a part of marketing strategies for years to help boost companies' rankings on Google & Co. But what about visibility on amazon.de? Many online retailers underestimate the presence of amazon.de on search result pages. Here, Amazon ranks in the Top 10 for many search terms and is one of the biggest competitors not only for the most successful online shop portals like Zalando, Otto, or notebookbilliger.de, but also for small shop and company websites competing with Amazon for the same keywords.

Manufacturers and retailers who sell their products on Amazon only minimally optimize the product pages of their retailer shops. What online shop operators understand as SEO basics on google.de and implement is often neglected or even forgotten in Amazon optimization. In fact, it's much easier to achieve initial success on Amazon with just a few adjustments.

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

Why is it worthwhile to optimize for amazon.de?

As more and more visitors with purchase intentions search directly on amazon.de instead of using google.de's search, it's crucial to sustainably increase your presence on Amazon. Being listed as a verified retailer in Amazon's in-house search can sometimes double the benefits: Shops can benefit both from searches on Amazon itself and from inquiries via Google, especially smaller shops have the chance, due to strong positioning in the search results and associated high rankings for Top 10 search terms, to be found for competitive keywords in the organic search on front pages. But what criteria determine whether your shop is prominently listed in Amazon's search results? Essentially, ranking factors can be differentiated into two types:

• Performance-based factors

• Relevance factors

The former determines the ranking within the search on amazon.de. This so-called bestseller rank or sales rank is a helpful indicator of how well an item can be sold within a category. The better this value is, the greater the chance that this offer will be displayed higher in a product search on amazon.de.

While performance factors determine how well a product ranks, relevance factors on Amazon define whether an item is displayed at all for a search query.

How can I influence relevance in 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 to 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 traditional SEO. Here different rules apply. Amazon provides 5 fields. The number of characters is limited to 50 characters. In these fields, search terms should only be separated by spaces, and should be related to the product. This includes synonyms and different spellings. Repetitions are as unnecessary as commas, quotation marks, typical spelling errors, and variations of the same word. However, the order of the words can have an impact.

3. Page title: Similar to normal SEO optimization, there is also a maximum available title length here. With about 100 characters, the title will not be cut off.

4. Product images: The product image not only helps customers to better visualize your offered product. It's explicitly required by Amazon in the image guidelines, and at least one image must be stored with the following dimensions: 1000x1000 pixels. This size is necessary for the zoom function and should also be of corresponding high quality.

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

6. Detailed product description: A comprehensive product description helps potential customers understand your product better and influences the time spent on the page. The five bullet points Amazon provides should be used under the product title. Focus on the most important keywords and USPs of the products sold. The correct keywords in this section can increase the visibility of the products. A preliminary keyword research can lead to additional search phrases and synonyms which can be used in optimization. However, it's important to avoid keyword repetitions, as this will neither increase relevance nor the ranking on Amazon.

Avoid over-optimization of your product pages for Amazon SEO

The aforementioned tips should always be optimized with a focus on visitor benefits. A product page overloaded with texts and too many keywords may lead to a high bounce rate, and customers will choose a competitor. Especially the title and bullet points should contain relevant information for the potential customer alongside keywords. It behaves similarly to traditional SEO optimization: The customer first sees the title and the meta-description of the page and must decide on the most relevant search result in the shortest time. It is always important to maintain a balance between user needs and optimization for the search engine.

Would you like to be found more prominently in the Amazon search with your products? We support you with your Amazon ranking optimization. We look forward to hearing from you! Contact us.