How To Optimize Your Products for Amazon.com by Anthony Verre

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From SMX East 2013 / SearchMarketingExpo.com - Maximizing Sales on Amazon & eBay - How To Optimize Your Products for Amazon.com by @TonyVerre #SMX #22D.

Slide deck from Anthony Verre of Rockfish Interactive on best practices for optimizing your product feeds for Amazon.com

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  • Amazon Product Seo Ranking Service Review, That help to get rank in amazon Amazon product seo best Position on amazon search and discover more about keyword ranking, Product Optimization tips and seo Service... 1)Amazon Product Optimization 2) amazon product wishlist 3) amazon product purchase 4) amazon product ranking 5) amazon product review 6) amazon product Voting Our happy 300+ clients * amazon bestsellers rank you can catch with us. Our amazon rank expert With you to help. Contact: Skype: hire4seo Email: hireforseoservice@gmail.com
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How To Optimize Your Products for Amazon.com by Anthony Verre

  1. 1. HOW TO OPTIMIZE YOUR PRODUCTS FOR AMAZON.COM # Anthony Verre Rockfish @TonyVerre #SMX #22D October 2, 2013 #
  2. 2. @rockfish | @TonyVerre9/26/2013 Everything You Always Wanted To Know Me* (But Were Afraid to Ask) The Professional • Rockfish Assoc. Director of Search Strategy • eCom SEO Lead for WPP Team Kimberly- Clark The Personal • Married, Father of 3 Girls • Former Literary Teacher-Turned-SEO • Digital-Obsessed Search Geek • 1-Time Triathlon Finisher
  3. 3. @rockfish | @TonyVerre9/26/2013 Amazon: Search-Centric eCommerce 1999 June, 2004 Jan, 2010 Jan, 2013
  4. 4. @rockfish | @TonyVerre9/26/2013 Amazon Wants Consumers To Search You Tell Them What You Want They Give You What Best Fits Your Needs
  5. 5. @rockfish | @TonyVerre9/26/2013 Unlocking the A9 Black Box
  6. 6. @rockfish | @TonyVerre9/26/2013 Amazon 101: Defining the Elements Amazon Element Definition Vendor Central Amazon.com’s 1st Party retailer destination to create and manage your products, manage your inventory, view item level reporting on sales and inventory, view invoices/payments and access to ARA data (Invitation Only) Seller Central Amazon.com’s 3rd Party seller destination to create and manage your products, manage your inventory, view invoices/payments and analytics (professional only) (Subscription-Pay Model) Amazon Predictive Search The most commonly typed keywords and phrases consumers use on Amazon queries Amazon Retail Analytics (ARA) Amazon analytics on product sales and consumer search terms Pageview Rank Metric that shows how “visible” and “how much awareness” a product has with consumers on Amazon.com Seller Rank Metric based on Amazon.com sales that is updated hourly to reflect recent and historical sales of every item sold on Amazon.com
  7. 7. @rockfish | @TonyVerre9/26/2013 Amazon Vendor Central vs. Seller Central • 1st Party Retailer Hub • Amazon Invitation Only • Amazon responsible for all logistics • Works with Vendor Central Team or Agency to set up products • Access Amazon Retail Analytics (ARA) • Ability to Advertise on Amazon • 3rd Party Seller Hub • Individual/Businesses in Subscription-based model • Seller manages virtual storefront • Products are listed by Seller • Access analytics (Professional Only) • Ability to Advertise on Amazon
  8. 8. @rockfish | @TonyVerre9/26/2013 What’s in Amazon’s A9 Algorithm? Relevance Seller Rank Pageview Rank / CTR Amazon uses Product Information + Consumer Interaction to power the components of their A9 algorithm
  9. 9. @rockfish | @TonyVerre9/26/2013 Amazon’s Virtuous Optimization Cycle Predictive Search & Vendor Central Product Optimization PageView Rank & CTR Seller Rank
  10. 10. @rockfish | @TonyVerre9/26/2013 Google + Amazon = Win Primal consumer behaviors move across platform. If the query has high purchase intent in Google, they’re doing it the same way in Amazon.
  11. 11. @rockfish | @TonyVerre9/26/2013 Amazon Predictive Search Use Amazon Predictive Search to see what keyword phrases consumers use to find products. Screen shoot. Catalog. And test in Amazon Retail Analytics (ARA).
  12. 12. @rockfish | @TonyVerre9/26/2013 Amazon Vendor Central Amazon Retail Analytics (ARA) gives you consumer search term data across Amazon as a whole and by Top-Level Categories
  13. 13. @rockfish | @TonyVerre9/26/2013 Amazon Vendor Central Search Frequency is “Percentage of significant search terms on Amazon with fewer searches performed during the reporting period.”
  14. 14. @rockfish | @TonyVerre9/26/2013 Amazon’s Virtuous Optimization Cycle Predictive Search & Vendor Central Product Optimization PageView Rank & CTR Seller Rank
  15. 15. @rockfish | @TonyVerre9/26/2013 2 Types of Product Content  All Products  Free  More Search Weight  Non- Customizable (Uniform fields)  Not All Products  Extra Cost  Less Search Weight  Customizable Templates and Information
  16. 16. @rockfish | @TonyVerre9/26/2013 Optimizing Basic Product Content Product Title Key Features Product Description Search Keywords As all products must have basic content, these elements are the prime area to optimize and have the most search weight.
  17. 17. @rockfish | @TonyVerre9/26/2013 Optimizing A+ Product Content • Optimize A+ Content with key unbranded phrases •Optimize Alt-Text on all images with branded and unbranded keywords • Content: 300 - 1200 words •No ASIN linking, Brand Store linking only •Images: 2 - 5 main images Pay-to-Play content. Less search weight but can provide a relevance boost.
  18. 18. @rockfish | @TonyVerre9/26/2013 Amazon’s Virtuous Optimization Cycle Predictive Search & Vendor Central Product Optimization PageView Rank & CTR Seller Rank
  19. 19. @rockfish | @TonyVerre9/26/2013 What’s PageView Rank? All ASINs on Amazon accumulate PageView Rank. This metric shows how “visible” and “how much awareness” a product has with consumers. A general correlation can be between a lower PageView Rank and increased order counts.
  20. 20. @rockfish | @TonyVerre9/26/2013 How Can You Increase PageView Rank, CTR, and Orders? Use multiple digital channels to drive traffic to your products, and measure them.
  21. 21. @rockfish | @TonyVerre9/26/2013 Amazon Services: Sparkle Search & Banners Sparkle Search is Amazon’s version of Paid Search. How it works: •Target up to 100 keywords (branded, unbranded and cross-category) •Drive Consumers to Coupons, Brand Landing Pages or Brand Stores •Pay for Impression Share, Not Per Click
  22. 22. @rockfish | @TonyVerre9/26/2013 Amazon Services: Sparkle Search & Banners Amazon offers multiple ways for retailers to place ads (in a variety of standard & custom sizes) in virtually any area of the site. Amazon offers targeting and serving options depending on the banner ad. See the full list of Amazon Media Group offers here: http://www.amazon.com/b/ref=az_a dv_ln_dads_as?&node=3055324011
  23. 23. @rockfish | @TonyVerre9/26/2013 Amazon Brand Stores Amazon offers retailers brand stores to drive consumers to a brand destination on Amazon.com. Three Types of Brand Stores: 1. Free 2. $10,000 3. $70,000 The difference in price extends to various types of customizations and targeting allowed for brand stores.
  24. 24. @rockfish | @TonyVerre9/26/2013 Amazon’s Virtuous Optimization Cycle Predictive Search & Vendor Central Product Optimization PageView Rank & CTR Seller Rank
  25. 25. @rockfish | @TonyVerre9/26/2013 What’s Seller Rank? The Amazon Best Sellers calculation is based on Amazon.com sales and is updated hourly to reflect recent and historical sales of every item sold on Amazon.com. Simply put: the more a product sells (volume), the better the Seller Rank.
  26. 26. @rockfish | @TonyVerre9/26/2013 Amazon provides Seller Rank at a category level/department and sub-category level/department. Two Types of SellerRank Category Seller Rank Sub-Cat Seller Rank
  27. 27. @rockfish | @TonyVerre9/26/2013 Does Seller Rank Matter? It Depends. Some Amazon Search Queries are much more Seller Rank- driven than others. If the query has a high search frequency or is a part of the categorical taxonomy, it’s likely more Seller Rank-driven. Queries with less search frequency or are out of categorical taxonomy are more likely to relevance-driven.
  28. 28. @rockfish | @TonyVerre9/26/2013 Not All Queries Created Equal “LED TV” “Moist Wipes” 44% 25% 6% 13%13% Seller Rank Breakdown LED TV 1- 10 Seller Rank LED TV 11-20 Seller Rank LED TV 21-30 Seller Rank LED TV 31 - 40 Seller Rank LED TV 41- 50 Seller Rank LED TV 51+ Seller Rank 6% 6% 6% 13% 13% 56% Seller Rank Breakdown Flushable Moist Wipes 1- 10 Seller Rank Flushable Moist Wipes 11-20 Seller Rank Flushable Moist Wipes 21-30 Seller Rank Flushable Moist Wipes 31 - 40 Seller Rank Flushable Moist Wipes 41- 50 Seller Rank Flushable Moist Wipes 51+ Seller Rank 75% of products for “LED TV” are in the Top 30 Sub- Category Seller Rank; 18% for Moist Wipes.
  29. 29. @rockfish | @TonyVerre9/26/2013 Winning Means A Well-Oiled Machine There isn’t a single phase of the A9 algorithm and Virtuous Optimization Cycle that is inherently more important than another. All of the elements of the Virtuous Cycle have to work in unison.
  30. 30. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

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