AMZ SEO Deep Dive

Question 1

Goal of SEO Phase 1

Answer 1

Indexing in mass - Getting the product on the map.
To boost sales through relevant keywords and increase CTR, traffic, and sales.

SHOWING UP.

Question 2

SEO Phase 1 Overview & Timing

Answer 2

Product Launch Phase.

Employs best practices by reverse engineering competitor listings and researching each product’s copy.

Best practices:
- Optimization of backend search terms
- 249 characters
- Misspellings
- Relevant keywords
- Backend attributes
- Top-ranking keywords placed into customer-facing copy

Timing: Complete within 72 hours of product launch.
It’s recommended for Phase 1 sits for at least 30 days.

Question 3

SEO Phase 1 Tricks

Answer 3

Misspellings - Change keywords to common misspellings (use AMZ auto-complete in the search bar for ideas)

Auto Complete - Great place to find keywords relevant to product

Add SEO terms to EBC images (alt text) - adding alt text to EBC is VALUABLE; 100 characters per photo
AMZ says they don’t index A+ content and alt text, BUT THEY DO!

Search Terms Report - “cheat sheet” that shows what customers actually search for; sort report by AD spend to see where highest spend is then input words that turn into sales into your listing title, bullets

Question 4

Goal of SEO Phase 2

Answer 4

Incremental Indexing of each product on AMZ;
Reduce keyword redundancy to hyper focus on the perfect keywords for product

Question 5

Phase 2 Overview & Timing

Answer 5

Easy phase; Optimizes listing copy and performs a backend SEO “pink terms update” by identifying and removing duplicate keywords.

(In the backend Analytics dashboard, you’ll see these words in pink. These are superfluous and do not add value)

It replaces them with long tail keywords, misspellings, and Spanish

Timing: 30-60 days after completion of Phase 1;
Allow Phase 2 to take effect for 30 days

Reason for timing: can’t start Phase 3 until you have 50 keywords in the top 20-50 keyword ranking slots. Need to index first, then matriculate them in that order

Question 6

SEO Phase 2 Tricks

Answer 6

Use AMZ Search Term Optimizer -
Run the Search Term Optimizer (in Brands > Brand Dashboard) for search terms in pink , then replace those with misspellings, long tail keywords, and Spanish

Spanish - Convert top-ranking words into Spanish with Google Translate

Trend Reports - they cover growing niches, trending products, categories to avoid, how to beat competitors
(from JS or any other reliable source)

Question 7

Goal of SEO Phase 3

Answer 7

Get to the TOP of search term results!

Question 8

SEO Phase 3 Overview

Answer 8

Advanced Strike Zone SEO Phase: Don’t worry about indexing or best practices; rerun phase 3 repeatedly and target specific keywords.

Requirements:
- Be a mature listing: sometimes listings should be over 6+ months old. (IF listing is really popular, you can start phase at month 3)
- Be indexing for at least 800 keywords, but shoot for 1200
- Need at least 50 keywords ranking 20-50 (need to rerun phase 1 or 2 if you don’t have this)

SEO isn’t set-it and forget-it. Need to iterate SEO.

*Need to be tracking results.

Question 9

SEO Phase 3 Tricks

Answer 9

Use JS Keyword Tracker - After setting up tool, for your strikezone keywords, do this:

1. Click add new product
2. Add a strikezone keyword to product
3. Click start tracking
4. Check on every 90 days on strikezone keywords - as they improve on organic rank
5. Once keyword has an organic ranking between 1-19, rotate it out with a new one and restart process

Question 10

9 Factors affecting Keyword Rank

Answer 10

1. Seller Authority (buy box) - How long seller’s been active on AMZ; seller’s feedback rating; seller’s performance metrics; how many products seller has in catalog
2. Impressions - How many times product has been seen on AMZ, affiliate sites, and partner sites; the more product is seen, the more importance AMZ gives to product
3. Sales Internal - Sales that initiate from AMZ website without being tied to a search (things like “Frequently bought with”)
4. PPC Sales - Used to be a major ranking factor in 2020, but has since been demoted. Still a factor, but no longer one of the main forces in ranking keywords
5. Click-through rate - How often product is clicked when seen in a search result. One of the main reasons for having a compelling and attractive main photo and title
6. Off-site sales - New kid on the block and new LEADER in driving keyword rank in AMZ A9 algorithm in 2020; Driving off-site traffic to AMZ listing is now 3x more effective than AMZ PPC; NEED TO START! SellerSEO’s Traffic Titan can help automate process
7. Conversion rate - High conversion rate can help you rank higher than competitors
8. Sales history - Your product’s rolling 180 days of sales history is a strong factor for ranking organically. Try to keep the momentum by not running out of stock.
9. Organic sales - If a customer searches for something and your product comes up and they buy it, it’s considered an “organic sale.” No marketing or promotion

Question 11

Build SEO through PPC

Answer 11

Run 10% of gross sales in ads to grow brand. Run high ACOs on:

• top 3 keywords in general
• strikezone keywords