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Amazon Search Optimization. The Usurper of Search by Daniel Saunders


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Digital Marketing Summit Southampton 2018, Daniel Saunders, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing, @DanSaunders86

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Amazon Search Optimization. The Usurper of Search by Daniel Saunders

  1. 1. Confidential Amazon: The usurper of Search Dan Saunders
  2. 2. Confidential Itinerary (Part 1) Your advanced course will cover: • The SEO landscape • On page SEO o Keywords o Site architecture & navigation o Voice tags • SEO tools o Google analytics o AWS o Google AdWords o Google webmaster tools Amazon SEOTraining
  3. 3. Confidential Itinerary (Part 2) Your advanced course will cover: • Auditing o Content o Accessibility o AWS • Keyword research and competitor analysis o Keyword value and relevance o Analysing competition o Competitor analysis & excel o Identifying opportunities Amazon SEOTraining
  4. 4. Confidential Itinerary (Part 3) Your advanced course will cover: • Optimising content for SEO o The Google Panda update o Causes of duplication o Content structure o Content hubs o Making content shareable o Creating a content strategy • SEO business solutions o Requirements for ecommerce o Google merchant feed o Mobile search o Brand management • Off page SEO o Zero moment of truth Amazon SEOTraining
  5. 5. Confidential Itinerary (Part 4) Your advanced course will cover: • Advanced link building methods o Off page ranking factors o Google Penguin update o Creative content o Developing linkable assets o Seeding strategies o Paid media o Assessing site quality o Digital PR o Other channels • The future of SEO Amazon SEOTraining
  6. 6. Confidential Google own search right?
  7. 7. Confidential Why should we care?
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  11. 11. Confidential Used Alexa Over 70% of People who did a voice search last year
  12. 12. Confidential Will Reynolds recently announced That less than 1% of his clients enquires Started with “Ok Google”
  13. 13. Confidential There will be 24.1 million Smart speakers in the US in 2020
  14. 14. Confidential Amazon is the dominant force in voice shopping, accounting for c. 90% of all spend
  15. 15. Confidential Amazon has sold more than 5.1 million of the smart speakers in the U.S since it launched in 2014
  16. 16. Confidential In 2019 the voice recognition market will be a $601 million industry
  17. 17. Confidential In the US it's 52%. This combined with the rise of voice search, where Amazon again are crushing it, means we as SEOs need to be prepared
  18. 18. Confidential Now if you’re not working on your Amazon SEO today, You’re losing out
  19. 19. Confidential Amazon has loads of ranking factors
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  21. 21. Confidential Amazon is Google- Before Penguin and Panda
  22. 22. Confidential Do they care? No! Why not? Amazon’s absolute top priority is showing products to their visitors that are most likely to result in a purchase They push the best performing products to the top to increase their exposure which enables them to make even more sales One thing to remember, Amazon holds no loyalty to sellers
  23. 23. Confidential The top 20% are making 80% of the revenue How did they get there?
  24. 24. Confidential How do I do it? •Organic •Paid •CRO •But what about links?
  25. 25. Confidential The beauty and burden of Amazon’s search engine –– aka A9 – – is its simplicity
  26. 26. Confidential Content is king again!.... Well sort of but we’ll get to that Well sort of but we’ll get to that
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  28. 28. Confidential Organic optimisation- Focus on content Product title and description
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  30. 30. Confidential The more complete your product listing is, the better
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  32. 32. Confidential Don’t stack keywords. Stick to 2- 3 and get them early in your title Use characters (| , & –) to break up your title into phrases Finally, try to optimize your title for readability for all different title lengths on Amazon: Organic results 115- 144 characters Ads have around 30- 33 characters Mobile titles have between 55-63 characters
  33. 33. Confidential Fill in the Backend Search Terms!
  34. 34. Confidential The backend search terms is a safe place to enter all buyer keywords you may have missed in your product listing
  35. 35. Confidential It’s not visible to customers but is indexed by Amazon Now it’s time to stack your keywords and you don’t even need to worrying about readability
  36. 36. Confidential You are given five fields to populate. Remember only 250 characters are indexed. Do not exceed this!
  37. 37. Confidential …..but if you do, make sure you front-load each field with the best keywords to ensure they are counted
  38. 38. Confidential Make sure you include common misspellings but there’s no need to duplicate
  39. 39. Confidential There’s no need for punctuation, repeated words, singular or plural words as Amazon already has got your back on this.
  40. 40. Confidential How do I do keyword research? Amazon Keyword Tool. It’s free to use and it gives you long tail keywords based on Amazon suggestions
  41. 41. Confidential Helium 10 – Magnet and Keyword Inspector. Optimizing Amazon Product Titles: Action Steps Use Magnet to research the most popular two or three keywords for your product. Additionally, use Keyword Inspector to do an ‘Extensive Reverse ASIN’ search on your top competitor (Or, use a free ASIN Lookup Tool!) Try to pick a competitor in the top three spots with the most reviews. This is generally an indication they’ve been selling longer, which will provide more data. Once you have these 3-4 sets of data, combine them and remove any search terms that are irrelevant to your product. Then, use a word and two- word phrase frequency counter and start writing out your title based on this frequency.
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  43. 43. Confidential Parent and child relationship Parent is the main product tittle and the variants like size are the child
  44. 44. Confidential Amazon PPC is the easiest way to boost your keyword driven sales
  45. 45. Confidential Start by setting up manual PPC campaigns to target your keywords, then pump up the bids to increase exposure
  46. 46. Confidential . As with Google, running Amazon ads short-term at cost or even a loss can still be worth it to boost your organic ranking
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  48. 48. Confidential Most companies fall back on a pay per click (PPC) strategy to create visibility for their store. The truth is that PPC costs continue to go up and once you stop paying for placement, your online presence can disappear. Some customers have an inherent distrust of sponsored links, banners, and other online ads, meaning we can’t solely rely on a PPC strategy – we need organic search too! That said, PPC is a heavyweight in the ecommerce market, and it’s important to find a place that suits your brand and your customers. When implementing PPC:  Test ads that compel people to purchase  Sell in a unique way  Purchase intent keywords
  49. 49. Confidential Look familiar?
  50. 50. Confidential Keyword research is essential!!! Especially if your doing Manual
  51. 51. Confidential You drive internal traffic via Amazon PPC and external traffic via outside ads like Facebook, Google AdWords, etc. Commonly, AMZ Profit Pro clients will use one of the following strategies for their external traffic: •Ad to Amazon Listing •Ad to Pre-Sell Page to Amazon Listing •Ad to Squeeze Page to Opt-In for Single Use Discount Code delivered by email •Ad to Product Sales Funnel Second, you can use a launch service.
  52. 52. Confidential Don’t rely only on Pay Per Click (but also don’t forget it) Test ads that compel people to purchase Sell in a unique way Purchase intent keywords
  53. 53. Confidential
  54. 54. Confidential Run your campaigns for 4 weeks WITHOUT making any adjustments
  55. 55. Confidential Make sure you monitor and adjust your ads
  56. 56. Confidential CRO 1. Customer reviews 2. Answered questions 3. Image size and quality
  57. 57. Confidential Other factor of CRO 1. Price 2. Exit rates 3. Bounce rate
  58. 58. Confidential Work With Google You need GA analysis to help prioritize areas for improvement Enable tracking of your site search Count popular searches Track clicks
  59. 59. Confidential The first thing to get in place is an email feedback sequence that communicates with buyers through the buyer-seller messaging service in seller central. Two of our favorite tools are: 1.Feedback Genius 2.Sales Backer With these services, you can write custom email sequences to your buyers that help develop a customer relationship and ask for honest feedback and reviews. If you’d like to launch a discounted product campaign in order to generate sales and reviews, I highly recommend working with Snagshout (same company as Feedback Genius). I’ve had the opportunity to speak with the owner of this service and was very impressed by his commitment to making sure their services are always operating within Amazon’s terms of service.
  60. 60. Confidential So what is king?
  61. 61. Confidential More sales = higher rankings and higher ranking = more sales! Sales are Amazons equivalent to Links! Chicken- egg
  62. 62. Confidential Nothing else will boost your ranking like a good old fashion sale….. It’s what we’re here for right
  63. 63. Confidential Sell more than your competitors, especially those who are already ranking higher for your keywords and you will shoot to the top
  64. 64. Confidential Do not be tempted to put through fake sales and fake reviews
  65. 65. Confidential Amazon’s A10 update is designed to pick up on these and knock your ass back down the page
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  69. 69. Confidential The best Amazon SEO tools Helium 10 – Magnet.- Proactive sales keywords 1.Keyword Inspector. What your competitors are doing 2.Keywords Everywhere. Google ad keywords 3.Feedback Genius. 4.Sales Backer. Reviews tracker 5. Google Adwords- Search volumes and cpc
  70. 70. Confidential Anecdotal Amazon Search Engine Optimization Strategies to Help Rank In this section, I’ve lumped a few ranking factor observations we’ve made that aren’t directly documented by Amazon but seem to have an impact on the SERP. 1. Consider using Fulfilment by Amazon (FBA). Items that are Fulfilled by Amazon seem to rank higher than items Fulfilled by Merchant, all else being equal. 2. Use brand names in your Amazon product listings. It appears a brand name which also happens to contain the main keywords may help increase organic rank in search.
  71. 71. Confidential 3. Include seller name. Same as brand name, it appears seller name may help increase organic rank if it contains the main keywords for the product. 4. Fill out other fields in the edit product page. Make sure to fill out all applicable fields in the edit product page as some of these have been shown to influence rank position and filtering in search. 5. Quality photos help rankings and conversions. Not only do quality photos that zoom influence conversions, which certainly impacts rank in search, it appears that more photos is positively correlated with rank in the search results.
  72. 72. Confidential Intertwine your email and social - Have social integrated into your site to build a community of happy buyers - Fill in Google My Business, Facebook and Twitter business forms
  73. 73. Confidential Final Thought What to expect from A11? • • @DanSaunders86 • 00764a55/
  74. 74. ConfidentialConfidentialConfidential Finders. Keepers. Finding customers, keeping customers.
  75. 75. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential Media acquisition. Confidential
  76. 76. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential We plan and buy media across every channel. Our strength in data science and customer retention differentiates us from other media agencies.
  77. 77. ConfidentialConfidentialConfidential Integrated channel planning and buying. Powered by our consumer insight capabilities TV Direct mail PressLead gen Door drop Paid socialCRO SEO Radio Digital display PPCInserts
  78. 78. Confidential One cons ume r. One conve rs ation . One a ge ncy. ConfidentialConfidential CRM. Retaining customers and retaining growth
  79. 79. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential Full service CRM designed to retain and grow customer value. Combined with our media offering we offer unprecedented efficiency in marketing spend.
  80. 80. Confidential We deliver full-service CRM. Planning, insight, creative, technology, execution Planning We combine the math and the magic of data science and creative to create highly personalised customer strategies Creative We lift these insights with creative designed to nudge behaviour Insight Using our Kaleidoscope methodology we analyse the customer, campaigns, media and market to create rounded, actionable insight Execution Campaign management delivered by agile teams based at Edit or integrated with your on-site team Technology We integrate with your systems or provide new solutions designed specifically for your objectives
  81. 81. Confidential One cons ume r. One conve rs ation . One a ge ncy. ConfidentialConfidential Technology. The art of the possible.
  82. 82. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential Technology designed for marketers. Our understanding of customer behaviour, journeys, media channels and touchpoints ensures we deliver technical solutions like no other agency.
  83. 83. Confidential Technical solutions for marketers. Vendor agnostic, bespoke solutions and owned IP
  84. 84. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential One Consumer. Personalised experiences co-ordinated across all touchpoints, fuelled by data derived insights and executed where the consumer is interacting Customer Data Platform Customer Experience Platform Every interaction with your brand captured, managed and shared with security and compliance at the front of mind One Conversation.
  85. 85. ConfidentialConfidentialConfidential Real-time data augmentation. RESTful API interfaces. Validate, verify and correct PAF, Obscenities, Standardisation, Email Validation Artificial Intelligence/Machine Learning Predictive Models Marketing campaign technology Suppress Goneaways, deceased, Preference, Movers Teach and Score Mail Transactional DM
  86. 86. Confidential Self-serve data cleanse and analytics. • New, ultra-fast self-serve capability delivered via a secure online portal • Utilises the majority of the suppression products offered through our traditional batch offering (where we process >250bn records per annum) • Easy to use interface, point & click process selection for suppression and preference services, screening of duplicates, obscenities, telephone number and email address structure evaluation • Pura is Secure, developed, hosted and managed by Edit, user login managed with 2 factor authentication • The service is available 24 hours a day, 7 days a week
  87. 87. Confidential One cons ume r. One conve rs ation . One a ge ncy. ConfidentialConfidentialConfidential Data science. Intelligent decisions.
  88. 88. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential Data Science powers our decision making. Automated machine learning combined with market, client and customer focussed analysts and an ability to instantly deploy output to any marketing channel.
  89. 89. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential Data scientists are the heart of our proposition, machine learning is the head.
  90. 90. ConfidentialConfidentialConfidential Customer Segmentation Profiling Lifetime value modelling Legacy modelling Media Responder modelling Forecasting Attribution modelling Market Market sizing Lookalike modelling Marketing mix modelling Campaign Testing Optimal offer & frequency Communication planning Kaleidoscope+ • Faster through automation • Better through higher predictive accuracy • Brighter through better visualisation of findings
  91. 91. Confidential The highest levels of data security. • Held key ISO accreditations • Can’t operate without it • Clients now focussed on security and trust
  92. 92. ConfidentialConfidentialConfidentialConfidentialConfidentialConfidential Together we are more powerful.
  93. 93. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential
  94. 94. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential Our evolution. Confidential How four businesses unified to become a force
  95. 95. ConfidentialConfidentialConfidential • Marketing technology • Enterprise level database solutions • Technical consultancy • Media planning & buying • Campaign management • Data science, automated machine learning and artificial intelligence • Full service CRM • Creative studio • Strategic planning • CRM technology consultancy • SEO • PPC • PR • Site build and maintenance The thin red-line of data connects all the specialisms
  96. 96. ConfidentialConfidentialConfidential Strategic Planning Media Data Science CRM Tech Connected specialisms united by strategic planning.
  97. 97. ConfidentialConfidentialConfidential The era of relevance Consumer success demands connective thinking Marketers need to stop focusing on loyalty and start thinking about relevance, HBR March 2018
  98. 98. ConfidentialConfidentialConfidential Connected marketing Do your Data Science, Tech, Media and CRM talk to each other? At Edit they do. ConfidentialConfidential
  99. 99. Confidential One cons ume r. One conve rs ation . One a ge ncy. Confidential
  100. 100. Confidential Working across the consumer lifecycle Connecting brands and consumers through the intelligent application of data 1A w a r e n e s s 2C o n s i d e r a t i o n 4E x p e r i e n c e 5A d v o c a c y 3B u y / c o m m i t
  101. 101. Confidential One cons ume r. One conve rs ation . One a ge ncy. ConfidentialConfidentialConfidential We influence over 2 billion consumer interactions.
  102. 102. ConfidentialConfidentialConfidentialConfidential We work with ambitious brands and courageous leaders who want to achieve a competitive advantage through data.
  103. 103. ConfidentialConfidentialConfidential Client highlights. Confidential
  104. 104. ConfidentialConfidentialConfidential JLR ConfidentialConfidential Using tangible marketing to link offline and online communications Radio Beacon activated DM - UK first
  105. 105. ConfidentialConfidentialConfidentialConfidentialConfidential Integration of telematics with Edit ’s machine learning technology saved an estimated 7,000 days of vehicle downtime per year
  106. 106. ConfidentialConfidentialConfidentialConfidential CRM segmentation drives Facebook media Top performing campaign of 2018
  107. 107. ConfidentialConfidentialConfidential A data driven approach to PPC 336% CTR uplift 121% increase in conversions 16% uplift in organic visits 68% uplift in transactions
  108. 108. ConfidentialConfidential British Red Cross, Missing Maps and Crowd2Map on Tanzania have approached Edit to roll out the prototype Used Watson to create a prototype that identifies and classifies homesteads in Tanzania using AI Dramatically decreases response times for humanitarian aid Technology for good.
  109. 109. Confidential Thank you. Confidential