An Ultimate Guide to Marketplace (Amazon) SEO for CTR, GV, and Impressions

Introduction to Marketplace (Amazon) SEO?

Today, where everyone is focused on paid media and ads to grow on marketplace channels like Amazon and Flipkart, a lot of brands and businesses ignore or struggle with organic ranking and traffic on these platforms. Marketplace SEO, in simple terms, will solve this exact problem statement for brands.??

In Amazon’s words,” Amazon search engine optimization (SEO) refers to several strategies you can use to improve product and brand visibility in Amazon search results. For example, you can conduct keyword research and add search terms to product titles and descriptions. You can also tweak photos and adjust price points to organically move up in search results and generate more sales.”??

Before we get into how to do it and get results let’s get our basics right. So, let’s find out??

How does SEO work for Marketplaces???

To maximize the effectiveness of your marketplace, in this case on Amazon SEO strategy, you need to understand how Amazon algorithm ranks products. Amazon prioritizes satisfying buyers by ensuring the most relevant search results, focusing on factors like past performance and relevance to the search query.??

The A10 algorithm determines product rankings based on these aspects, favouring products with higher sales and better reviews. Adhering to marketplace SEO best practices, while optimising your product listings is crucial, keeping specific ranking factors in mind to enhance visibility and conversions.?

To understand how consumers discover products on Amazon, we can break it down into 5 essential areas using an example:?

1. Amazon Search Box - Aditya wants to buy a 5g smartphone, he opens Amazon and searches “smartphone with 5g internet”?
2. Filters: Aditya also has a budget constraint of INR 20,000. So, he further uses a search filter and filters the searches by price less than INR 20,000?
3. SERP (Search Result Page): The results that comes up both after just search a phrase or after filtering is known as Amazon Search Result Page (SERP)?
4. Amazon Seller Rank (BSR): Aditya explores the search pages and selects two to three options but is confused which one to buy so he checks our reviews and Amazon ranking also known as BSR (Best Sellers Rank)?
5. Sponsored Ads: While checking the reviews and BSR, Aditya stumbles upon a video ad of one of the select phones where every detail about the product is displayed and he buys it.???

Amazon or Marketplace SEO is nothing but creating your product messaging i.e., visuals and text in a way that matches your target audience’s search and browsing pattern.??

To effectively optimise your product messaging, we need to understand the anatomy of a product listing on Amazon.? ?

Anatomy of Amazon Product Listing

Product Title:

One of the first things that consumers will look at when they search for any product will always be the title. An enticing and relevant product title is one of the most critical parts of persuading consumers to buy a product.??

High CTRs comes from a highly optimised product title. To make the title enticing and relevant, brands need to fulfil the following criteria:?

• 150 - 170 Characters??

• Brand & Product Name??

• Top 3 - 5 Most relevant Keywords??

• Key features USP & Results??

• Stock/Inventory?

• Best Results for

Hero Image

Main image is the first product visual a potential customer comes across. Hence, the hero image can make or break your brand. Optimize it for Amazon search.??

In terms of the funnel, CTRs are heavily dependent on this image. The following factors will help enhance the listing:?

• High-quality 1:1 image with product covering 85% and above.??

• Both outer packing and how the product looks inside is the ideal way of main image in most cases??

• No text should be added as a part of the main image

Catalogue Images & Videos

Based on the catalogue images and videos, a consumer decides whether they want to buy your product or not. This section plays a key role in CVRs?

Amazon suggests at least 5 images and 1 video communication with the following details:?

• What is the product??

• Product value-add/ buy it from your brand??

• When to use it / What makes it Work?

• Product USP (What makes you different)?

• What problems it solves (Key features)?

• How to use it?

• How is it useful for you (Ingredients, mechanisms, contents etc.)

Bullet Points

Another part of the listing that influences the purchase decision (affecting metric is CVR) of the consumers is a well-organized product listing page.?

Here you need to be as detailed as possible about the product. To create high CVR bullet points, a brand needs to follow the below guidelines:?

• 5 bullet points minimum with 200 characters each??

• Communicate everything about the product??

• Includes top 10 - 15 high relevant keywords here?

Product Description

This is the section that comes just before the Brand story and A+ Content. Here, you need to just communicate the core product?offering in a brief manner?? ?

Brand Story

A feature that allows you to share your unique narrative, values, and mission with customers directly on their pdp. It gives brands a platform to build trust by showcasing their brand’s vision.? ?

A+ Content

This is the section where you need to communicate everything that you have communicated in the previous sections, the only difference is this must be more visual and less text based.

Category & Attributes

Practice to ensure that products are accurately mapped to the appropriate category for sale.

Reviews & Ratings

• Follow-Up: Send follow-up emails requesting reviews from satisfied customers.?

• Respond to Reviews: Address negative reviews constructively and thank customers for positive feedback.?

• Quality Product: Ensure your product meets or exceeds customer expectations to naturally receive positive reviews.

Policy violations

Amazon product listing violations include selling counterfeit items, misleading product conditions, inaccurate descriptions, price gouging, review manipulation, and intellectual property infringements. Consequences can involve product removal, account suspension, or legal action.

Now that we understand the different aspects of Amazon product listings, let's explore how to leverage them to increase organic traffic through marketplace SEO and improve ranking in SERPs.?

Increase your Organic Traffic and Ranking on Amazon in 10 steps

Step 1: SFR - Keyword research??

Step 2: Draft a high converting title??

Step 3: Include High traffic keywords in bullet points and descriptions??

Step 4: Develop engaging and persuading visuals A+, Brand Store??

Step 5: hidden keywords or phrases added to the product listings to improve discoverability without cluttering the visible product details.?

Step 6: Ensure competitive pricing?and premium quality products?

Step 7: Leverage deals & promotions?

Step 8: Categories Nodding - Mapping a product to the most relevant subcategory within Amazon’s extensive product pool.?

Step 9: Craft an Amazon ads strategy??

• Sponsored Product – For conversion and consideration?

• Sponsored Brand – For awareness?

• Sponsored Display – For consideration and conversion

Step 10: Improve Fast Shipping/delivery

Conclusion

In conclusion, mastering marketplace SEO is essential for improving CTR, GV, and impressions. By optimizing product listings, leveraging keywords, and utilizing data-driven strategies, sellers can boost visibility, attract more customers, and ultimately drive sales success on the platform.

Written by - Shubhamkar Pal