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BrightonSEO - Katherine Khoo - Understanding Amazon's A9 Algorithm - 10am (Amazon)

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Within this talk Katherine unpacks the direct and indirect factors we can observe within Amazon's A9 ranking algorithm.

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BrightonSEO - Katherine Khoo - Understanding Amazon's A9 Algorithm - 10am (Amazon)

  1. 1. Understanding Amazon’s A9 Algorithm 
 Katherine Khoo // Khoo Systems Ltd SLIDESHARE.NET/IPAGESCMS @iPagesCMS @_KKhoo
  2. 2. @iPagesCMS A bit about me… slideshare.net/iPagesCMS
  3. 3. A bit about me… @iPagesCMSslideshare.net/iPagesCMS
  4. 4. Amazon vs Google @iPagesCMSslideshare.net/iPagesCMS
  5. 5. The importance of A9… 70% 35% 63% don’t get past page 1 of clicks go to the top 3 click on the 1st product @iPagesCMSslideshare.net/iPagesCMS
  6. 6. “A ruthless meritocracy…” Pat Petriello - CPC Strategy “where new products have the chance to appear on page one if a coveted SERP as long as they are selling at a velocity and price which warrants that position" @iPagesCMSslideshare.net/iPagesCMS
  7. 7. What are we going to cover? What is A9? Contributing factors? What tools? @iPagesCMSslideshare.net/iPagesCMS
  8. 8. What is A9? @iPagesCMSslideshare.net/iPagesCMS
  9. 9. What is A9? @iPagesCMSslideshare.net/iPagesCMS 1.2 billion
  10. 10. If you’ve ever shopped at M&S… @iPagesCMSslideshare.net/iPagesCMS
  11. 11. Contributing factors? @iPagesCMSslideshare.net/iPagesCMS
  12. 12. Direct Indirect - Reviews - Customer Convenience - Page Interactions / Abandoned Carts - Order Processing - Order Defect Rates etc. Direct and indirect factors - Text - Price - Availability - Sales Velocity @iPagesCMSslideshare.net/iPagesCMS
  13. 13. Direct: Text Match Relevancy How do your text fields match a customers query? @iPagesCMSslideshare.net/iPagesCMS
  14. 14. Direct: Text Match Relevancy • A concise and unique title, in Amazon.com title style • 5 bullet points = most important info • Accurate description inc. major features • Clear product image of EXACTLY what is being purchased Your Product Page @iPagesCMSslideshare.net/iPagesCMS
  15. 15. Direct: Text Match Relevancy “Brand X Fashion Women Plain Square Chiffon 50s neck Scarf Lovely Colours” - Lime Green “Brand Y Women's Scarf” VS Titles @iPagesCMSslideshare.net/iPagesCMS
  16. 16. Direct: Text Match Relevancy • General characters: 80-250 • Capitalise The First Letter Of Each Word • Spell out measure words • 1 should be 1 • And not & • No Variants Note: Mobile only first 80 characters Titles @iPagesCMSslideshare.net/iPagesCMS
  17. 17. Direct: Text Match Relevancy @iPagesCMSslideshare.net/iPagesCMS
  18. 18. Direct: Text Match Relevancy • Descriptive, second most important area • Chosen based on aggregate seller data Note: Mobile only first 3 bullets Key Features @iPagesCMSslideshare.net/iPagesCMS
  19. 19. Direct: Text Match Relevancy No keyword stuffing, sell your product to your customers Product Description @iPagesCMSslideshare.net/iPagesCMS
  20. 20. @iPagesCMSslideshare.net/iPagesCMS
  21. 21. “for 41% of customers, price is King” - CPC Report Direct: Price @iPagesCMSslideshare.net/iPagesCMS
  22. 22. @_KKHOO Direct: Price @iPagesCMSslideshare.net/iPagesCMS First page (55-65 products) Average price of 1-20 Average price of page 1… VS A little experiment…
  23. 23. A little experiment… Direct: Price @iPagesCMSslideshare.net/iPagesCMS
  24. 24. Direct: Price £9.18 £7.45 @iPagesCMSslideshare.net/iPagesCMS
  25. 25. -18% -15% -7% -7% Direct: Price @iPagesCMSslideshare.net/iPagesCMS
  26. 26. “the top 3 listings had 20% lower prices” Direct: Price @iPagesCMSslideshare.net/iPagesCMS
  27. 27. @iPagesCMSslideshare.net/iPagesCMS
  28. 28. How can you help your client improve their product availability? Direct: Availability @iPagesCMSslideshare.net/iPagesCMS
  29. 29. @_KKHOOSLIDESHARE.NET/iPagesCMS “Amazon care about getting the customer the product they want… quickly.” Direct: Availability @iPagesCMSslideshare.net/iPagesCMS
  30. 30. Related to internal re-stocking: - Order Processing Speed - Perfect Order Percentage (POP) - Order Defect Rate (ODR) … Direct: Availability @iPagesCMSslideshare.net/iPagesCMS
  31. 31. FBA / Fulfilled by Amazon? Direct: Availability = set auto reminders for re-stocking @iPagesCMSslideshare.net/iPagesCMS
  32. 32. Multi-channel Retailer? Direct: Availability = consider multi-channel sales software? @iPagesCMSslideshare.net/iPagesCMS
  33. 33. @iPagesCMSslideshare.net/iPagesCMS
  34. 34. Sales Time Sales Velocity = ————— Direct: Sales Velocity @iPagesCMSslideshare.net/iPagesCMS
  35. 35. “a steady stream of sales…” Direct: Sales Velocity @iPagesCMSslideshare.net/iPagesCMS
  36. 36. Direct: Sales Velocity Not all sales are created equal… Full Price Organic search Normal checkout Full Price PPC campaign Specific keyword search External Traffic Sales Discounted Products @iPagesCMSslideshare.net/iPagesCMS
  37. 37. Direct Indirect Direct and indirect factors - Text - Price - Availability - Sales Velocity @iPagesCMSslideshare.net/iPagesCMS - Reviews - Customer Convenience - Page Interactions / Abandoned Carts - Order Processing - Order Defect Rates etc.
  38. 38. Indirect: Reviews @iPagesCMSslideshare.net/iPagesCMS
  39. 39. Indirect: Reviews Rank No. of Review (Av) Average Review i.e. stars 1-3 1594 4.43 2-20 583 4.37 21-40 262 4.23 41-70 426 4.27 eCom Crew Research @iPagesCMSslideshare.net/iPagesCMS
  40. 40. Indirect: Reviews “your ticket to the party” “but doesn’t mean you go home with the prince/princess” eCom Crew Research @iPagesCMSslideshare.net/iPagesCMS
  41. 41. @iPagesCMSslideshare.net/iPagesCMS
  42. 42. Indirect: Customer Convenience FBA (Fulfilled by Amazons) = Increased conversions (Buy Box) Prime = Higher CTR from first page @iPagesCMSslideshare.net/iPagesCMS
  43. 43. Indirect: Page Interactions & Cart Abandonments @iPagesCMSslideshare.net/iPagesCMS Cart Abandonments = signal popularity & missed sales “Add to Basket” On product page interactions = “helpful” reviews, page scrolls etc.
  44. 44. A10…? @iPagesCMSslideshare.net/iPagesCMS
  45. 45. A note on A10 Updated to A9 - dubbed “A10” - all about re-weighting - Titles - less stuffing , more selling - CTR is important - get great images - Sales - organic sales > PPC - PPC weighted lower @iPagesCMSslideshare.net/iPagesCMS
  46. 46. What tools? @iPagesCMSslideshare.net/iPagesCMS
  47. 47. Tools 1. Why do you want a tool? @iPagesCMSslideshare.net/iPagesCMS
  48. 48. Tools 2. Go Basic : sonar-tool.com seotoolsforexcel.com amzdatastudio.com @iPagesCMSslideshare.net/iPagesCMS
  49. 49. Tools 3. Go Fancy : www.sellics.com www.amztracker.com www.junglescout.com 4. Consider a real life tool/agency?! @iPagesCMSslideshare.net/iPagesCMS
  50. 50. What we covered… What is A9? Contributing factors? What tools? @iPagesCMSslideshare.net/iPagesCMS
  51. 51. Thank you katherine@ipages.biz @iPagesCMSslideshare.net/iPagesCMS

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