Let’s get right to the point. I can fluff the article with stats that talk about how big Amazon.com is and what a beast it is in the world of e-commerce. And, if you’re a seller, you absolutely know the value of having someone type a keyword and your product ranking in the first row of products, even second. It can mean, hundreds, and sometimes literally hundreds of thousands of dollars per day. This is where most consumers now start a product search…imagine being at the top…organically.
Before I get to the strategy, it’s very important to point something out. There are a variety of factors at play within the Amazon.com algorithm to rank products. If you just did this and it didn’t work, you would say, THIS DOESN’T WORK! It’s just like when it comes to Google SEO, it’s not just ONE thing…it’s a mix of signals that the algorithm gathers and how it determines ranking.
AMAZON.COM RANKING FACTORS (not in order):
- Product CTR (Click through rate)
- Product Title (Keywords)
- Product Review Count (Positive influence)
- Product Sell-Through
So, these are key factors in the Amazon algorithm to rank. The question becomes, well, how can you get the best possible ranking for a specific keyword you want to rank for?
There are a few ways to do that and I don’t claim to have the algorithm formula, but here is a strategy that has been proven to work.
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{On the go? Watch our quick video summary of the post to explain this Amazon SEO Ranking Hack}
STRATEGY EXPLAINED:
The Amazon algorithm looks at the ranking factors above within keyword searches to also dictate ranking selection for specific keywords.
For example, the keyword “cast iron skillet.” When you type that keyword, you get a few results in the engine that looks like this:
As you see, the first part of the result is a branded campaign that is sponsored. The second line goes into sponsored products. The third line, is the ‘organic’ line of products that are ranked by Amazon for the keyword ‘cast iron skillet’
Let’s look at the factors really quickly I pointed out in the prior list:
- Keyword in the items (all have them)
- Product review (very high product reviews)
- They all seem to be on sale as you see the price scratched out
- **We do not have product CTR and product sell-through data
So, here is where the strategy can come into play to go with those ranking factors. If you want your product to rank high for a keyword and have strong ranking factors already, if not of course you have to work on those as well, follow these steps:
- Type in a keyword you want to rank for
- Find your ASIN / Product
- When you click on the product, notice the URL will have the keyword in the URL
- Use that URL for sales events, Ads you run on social media, search engines, email, etc.
- The more that product sales and gets traffic, the better it will rank for that keyword as Amazon will recognize that sell-through data for that keyword and will start incorporating that into its organic rankings.
For example, I clicked into one of the ‘cast iron skillet’ products and this is the URL: https://www.amazon.com/Utopia-Kitchen-Pre-Seasoned-Cast-Skillet/dp/B00X4WQMAS/ref=sr_1_6?dchild=1&keywords=cast+iron+skillet&qid=1621215027&sr=8-6
As you see, the keyword string in the url is =cast+iron+skillet
You can manually just add that string to your ASINs URL, I would just strongly advice to follow this URL path.
