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We already brought you an inforgraphic displaying the importance of Amazon organic ranking.
But knowing this doesn't necessarily mean you know how to do it.
Luckily for you, we've been studying this for some time, so we will break down everything you need to know in this post - but first, the basics:
Millions of people browse Amazon every day. This makes it an ideal platform for selling products. The issue is - there are also millions of products available on Amazon. In order to grow your sales significantly and make real money, you need to ensure a large portion of these potential customers see your product.
There are many ways to do this - including PPC sponsored campaigns within Amazon, blog posts and content marketing outside Amazon, traditional marketing such as billboards, and more.
However, most of these techniques have an ongoing cost - PPC for example will take a cut from every sale, and if you stop paying for it, your sales will disappear.
Your "organic rank" in Amazon is where you naturally show up in the search results, disregarding any paid PPC placements. Sales won from these positions are the most valuable, since 1) there is no additional cost related to them like with PPC, and 2) winning them tells Amazon your product is highly relevant to people searching this keyword, making your product more likely to display there in the future.
Luckily, most Amazon customers simply search for what they're looking for, and choose one of the first 3-5 products, meaning being in one of the top 5 organic ranked positions for a highly searched keywords is likely to bring a massive boost to sales.
Put more simply - Amazon wants to turn every search into a sale, and it does this by showing every keyword the product it thinks is most likely to convert into a sale.
This is great news for established sellers who are already sitting at the top of their primary keyword with a highly effective listing and high review count. At that stage, you can essentially sir back and hoover up sales.
It's not so good news for brand new sellers, who may launch a new product to page 7 in the search results, with zero reviews - making it almost impossible to pick up organic sales.
Luckily, this disadvantage isn't too hard to reverse. While it can be costly up front, once you rank you will continue to pick up sales in the long term without any further cost, meaning it provides a dramatically better ROI compared to PPC alone.
The first step, of course, is identifying the relevant keywords:
Your product needs to be highly relevant to the keywords you rank it for. For example, if you rank your non-waterproof gloves to the top of a keyword like "waterproof gloves", you might pick up a small boost of sales for a while. But eventually, the combination of bad reviews, returns, and people straight up choosing other products, is going to make you slide down the ranks again as other products will convert better than yours.
However, if the keyword is highly relevant to what the searcher is looking for (ie. if your gloves are waterproof), and your reviews and price are good, and the listing is appealing - you will pick up a lot of organic sales, which will help to maintain your rank in the long term.
The best way is to find a tool that allows you to view keyword data from Amazon such as Helium10, and go through a full list of related keywords to your product, removing anything that's too irrelevant, too vague, too high competition, or too low demand.
Eventually you will be left with a small list that are likely all great options to rank for.
Of course, if Amazon deems your product to be irrelevant to the keyword, then you won't ever show up in the search results in the first place to be able to boost your rank. Therefore, the first step of this strategy should be to optimize your listing to include as many of these keywords as possible.
There are two main aspects of optimizing your Amazon listing:
1) Consists of optimizing for humans by using copywriting techniques, benefits and features to sell the product to the reader.
2) Consists of optimizing for the Amazon search engine by using as many organic keywords as possible to tell Amazon when and for what searches the product should show up.
Both are necessary for a successful listing - do 1) well and neglect 2) and you will have a listing that converts well, but that nobody sees.
Do 2) well and neglect 1) and you'll show up in a lot of searches, but struggle to convert any of those views into sales.
The key here is to fit in all of the keywords you chose in the research stage, but to do so in as natural a way as possible - using them to compliment your copywriting and add extra detail about the product, rather than to stuff them all in in a manner that makes the text harder to read.
Once you've done this well, you'll begin to show in many of the keywords you added to the listing. You may even already have a high rank in some of the low competition ones, but some of the more competitive "money" keywords will likely need some work.
So, what do you do now? You've added the keywords to your listing, and showed up in the search results, but you're on page 8, and still getting no sales.
This is because 95% of Amazon buyers look at the first 5 products. Meaning if you're on page 2 of a keyword that is searched 10,000 times per month, you still may only be seen by a relatively small amount of those searchers.
Amazon orders the search results by who it thinks is most likely to win a sale for each search. In other words, you need to win organic sales under this keyword in order to show up higher in the search results and get towards that top 3-5 positions where the real sales happen.
A quick and easy way to do this is to get friends and family to search the keyword, buy your product, and refund them manually (or buy them a drink). While this involves giving away some units, and might be costly at first, it will tell Amazon your product is highly attractive to people searching that keyword and drive your listing up the rankings.
Let's take it back to that example keyword with 10,000 monthly search volume. On page 2 you may have been seen by 50-500 of those people. On the top few positions of page 1, you'll be seen by all of them. As long as you have the copywriting, images, price and reviews to turn these views into sales, massive sales growth is guaranteed at this point.
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