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Amazon: The usurper of search - #BrightonSEO ecommerce summit - Dan Saunders


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Google own Search right? Wrong! In this talk Dan looks into the rise of Amazon Search Optimization and shares insights on how to rank higher on Amazon. Why should we care? Because 45% of the UK Search on Amazon before they use Google and in the US it’s 52%. This combined with the rise of voice search, where Amazon again are crushing it, means we as SEO’s need to be prepared. Dan's talk is from BrightonSEO's ecommerce summit.

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Amazon: The usurper of search - #BrightonSEO ecommerce summit - Dan Saunders

  1. 1. Amazon: The usurper of search Dan Saunders
  2. 2. Why should we care?
  3. 3. Bloomreach
  4. 4. Amazon is the dominant force in voice shopping Branded3 - They have sold more than 5.1 million smart speakers in the US since launch in 2014 - Amazon account for circa 90% of all voice shopping spend
  5. 5. Over 70% of people who did a voice search last year used Alexa Wordstream
  6. 6. There will be 24.1 million smart speakers in the US by 2020 Branded3
  7. 7. By 2019 the voice recognition market will be a $601 million industry Branded3
  8. 8. Here’s what you need to know
  9. 9. Amazon has lots of ranking factors Amazon’s A9 and A10’s algorithm uses conversion rate, relevance and customer satisfaction to rank products. …Sound familiar?
  10. 10. Amazon is Google – before Penguin and Panda.
  11. 11. Do they care? No! Why not? - Amazon’s top priority is showing products to their visitors that will most likely result in a purchase - They push the best performing products to the top to increase their exposure, enabling more sales - Amazon holds no loyalty to its sellers
  12. 12. The top 20% of retailers are making 80% of the revenue
  13. 13. How do you do it? Organic Paid CRO …but what about links?
  14. 14. Content is king again Well, sort of, but we’ll get to that
  15. 15. Organic top three
  16. 16. Organic optimisation Focus on content – product title and description
  17. 17. How to structure your titles - Don’t stack keywords, Stick to 2-3 and place them early in the title - Use characters to break your title into phrases - Try to optimize your title readability for the different title lengths on Amazon
  18. 18. Text length Organic results 115- 144 characters Ads have around 30- 33 characters Mobile titles have between 55-63 characters
  19. 19. Backend Search Terms Fill in backend search terms – this is a great place to enter all buyer keywords you may have missed in your product listing. Its not visible to customers but is indexed by Amazon, so now is the time to stack keywords!
  20. 20. Backend Search Terms - You are given five fields to populate – remember only 250 characters are indexed – don’t exceed this …but if you do, make sure you front-load each field with the best keywords to ensure they are counted. - Make sure you include common misspellings but there’s no need to duplicate - There’s no need for punctuation, repeated words, singular or plural words as Amazon already has got your back on this.
  21. 21. How do I do keyword research? For keyword research use the Amazon Keyword Tool. It’s free to use and gives you long tail keywords based on Amazon suggestions. This features a parent and child relationship – the parent is the main product, and variants such as size, are the child.
  22. 22. Amazon PPC is the easiest way to boost your keyword driven sales.
  23. 23. Start by setting up manual PPC campaigns to target your keywords, then pump up the bids to increase exposure
  24. 24. As with Google, Running ads at a short-term cost Or loss, can still be worthwhile to boost organic rankings.
  25. 25. Amazon Ads
  26. 26. How do I do keyword research? For keyword research use the Amazon Keyword Tool. It’s free to use and gives you long tail keywords based on Amazon suggestions
  27. 27. Keyword research is essential – especially if you’re manual inputting keywords
  28. 28. Once your ad is set up - Offer deals! - Run your campaigns for 4 weeks without making any adjustments - After this point, make sure you monitor and adjust your ads.
  29. 29. CRO factors to consider - Customer Reviews - Answered Questions - Image size and quality - Price - Exit Rates - Bounce Rate
  30. 30. Sales are Amazon’s equivalent to links. More sales lead to higher rankings, higher rankings lead to more sales.
  31. 31. Sell more than your competitors especially those who are already ranking higher
  32. 32. Just as more downloads leads to higher rankings in the App store.
  33. 33. Enter… Data Science Image – Statistical Modelling of some kind Do not be tempted to put through fake sales and fake reviews
  34. 34. Final Thought
  35. 35. Thank You