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Amazon Product SEO

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Teikametrics
Teikametrics

Amazon is the search engine that you should be most concerned about SEO if you are in the eCommerce industry. Learn how to optimize your listings through understanding how the Amazon algorithm ranks products for customers. Discover key steps that enable sellers to increase their discoverability and rankings in Teikametric's Amazon Product SEO Webinar recap.

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Alasdair McLean-Foreman, CEO of Teikametrics amclean@teikametrics.com
Teikametrics: www.teikametrics.com Watch the Webinar: http://goo.gl/dXODib Amazon SEO Blog Post: http://goo.gl/WMqfYt Learn About Amazon Seller Software: http://goo.gl/x7svM4 Watch a Demo: http://go.teikametrics.com/demo-recording-video Twitter Hashtag: #AmazonSEOwebinar Webinar Resources
About Alasdair • Started in e-commerce in 2001 with a dorm room e-commerce business • Studied economics at Harvard • One of the first Amazon 3P partners in 2003 • Experience developing software solutions for enterprise including a platform for the New York City Marathon and Newscorp / Times of London • Passion for technology and using big data tools to help solve problems
About Teikametrics Founded in 2012 Our mission is to use data and metrics to help e-commerce businesses sell more Core team of data analysts, software developers, data scientists, and consultants 25 employees based in Boston and growing rapidly Clients see a 150% increase in revenue with a large improvement in Gross Margin
FBA Optimization Our solutions Data Driven Software Solution for FBA Retailers FBA Insite Software Jumpstart Professional $990 $2,499 Brand Accelerator Program Data Driven Marketing for Direct to Consumer Brands Consulting and Expert Optimization from $4K per month Repricing Only $499
A9 Search Algorithm • Udi Manber joined Amazon from Yahoo in 2002 to become “Chief Algorithms Officer" • Manber became CEO of Amazon subsidiary company, A9 in 2003 • A9 powers search on all of Amazon’s websites • A9 machine learning algorithm is the core of Amazon’s Product Search results Udi Manber former CEO of A9
A9’s Mission 1) Understanding what the customer wants to buy: “The better we understand the meaning of a query, the better we can help customers find the products they want (to buy).” 2) Present the most relevant products for each query: “One of A9's tenets is that relevance is in the eye of the customer and we strive to get the best results for our users. Once we determine which items are good matches to the customer’s query, our ranking algorithms score them to present the most relevant results to the user.”
A9’s Mission Reads your mind and predicts what you want to buy
A9’s Focus Is Conversion • A9 machine learning algorithm is constantly adapting and focusing on converting as many sales as possible from every search • Amazon’s focus is to generate the highest Gross Merchandise Value (GMV) via Amazon.com • Search results are based on each product’s historical sales performance based on GMV $ GMV
FBA Improves Conversion > SEO • Leverage FBA to maximize conversion and be competitive • Over 40m paid prime subscribers (15% of the 270m active buyers) • Prime users spend 2-4X of non-prime users, so they represent 30-60% of the ‘Amazon buyer’s wallet.’ • Prime enabled listings dominate Amazon product search results
Prioritize Catalog Optimization Efforts Percentage of Amazon Catalog GMV • Positively “Right Skewed” Disribution • A very small percentage of Amazon’s 300M+ products generate the bulk of the GMV Winners <1%
Prioritize Catalog Optimization Efforts Demand Conversion Potential High Demand Low Conversion Highest Priority Low Demand Low Conversion Low Demand High Conversion
Conversion Focused Optimization (CFO) STEP ONE Optimize Conversion (CFO) STEP TWO Increase Discoverability
Product Offer Product Detail Page Pricing Strategy Reviews 1 2 3 4 CFO CONVERSION
 FOCUSED
 OPTIMIZATION Step 1 - Optimizing Conversion
Product Offer • Variations (Size, Color, Flavor, etc) • Bundling Options / Multi-Packs • Value Added Options • Frustration Free Packaging • Differentiated Offering Step 1 - Optimizing Conversion
Anatomy Of A Winning Product Page Step 1 - Optimizing Conversion
Price Elasticity • Price Elasticity = How responsive is a product’s demand to changes in price • Highly competitive on Amazon means products are generally very price elastic Price Quantity of Demand Q2Q1 $9.95 $19.95 Step 1 - Optimizing Conversion
Pricing Strategy with CFO Price Time After Product Launch Launch Price $19.95 45 Days+0-45 Days $9.95 Target Price Marketing Budget Step 1 - Optimizing Conversion
Product Reviews Step 1 - Optimizing Conversion • Need to have at least 25+ reviews • Average Rating >4.0 • Negative reviews are extremely costly • Monitor review performance and metrics • Process for review solicitation and negative review management
Brand Accelerator Platform Step 1 - Optimizing Conversion • Automated review monitoring and analytics • SaaS tools to monitor review metrics and product performance
Product Title Organic Search Terms Amazon Sponsored Search Direct Marketing & Promotions 1 2 3 4 • Increased Sessions = Increased Revenue • Discoverability matters most for new products Step 2 - Increase Discoverability
Product Title Step 2 - Increase Discoverability • Maximize 200 character limit • Balance of keyword density and presentation • Include high ranking target search terms • Add key selling points to differentiate in search results • Each word is individually indexed by A9 156 Characters
Organic Search Terms Step 2 - Increase Discoverability • Use data to optimize keywords based on search volume and competitive landscape • Each word is individually indexed by A9 • Do not repeat keywords already used in Product Title • Maximize keyword limit commas not required
Amazon Sponsored Search Step 2 - Increase Discoverability • Large growing area of Amazon’s monetization strategy • Key strategy for product launch • Auto-targeting & Manual-targeting • Manage campaigns based on data and performance
Direct Marketing & Promotions Step 2 - Increase Discoverability • Allocate a marketing budget to generate traffic to your Amazon product listings • Act as a catalyst for product launch strategy (builds your products ‘GMV conversion history’ with A9) • Leverage non-Amazon marketing platforms (Google Adwords, Facebook Ad Platform) • Drive product reviews simultaneously
Update to Amazon TOS & Super-URLs Step 2 - Increase Discoverability • Change to Amazon’s Terms of Service • Expects to limit simple URL-hack for search terms • Conflicts with A9’s quality focused objectives
Questions?
Stick around for A demo of Teikametrics http://bit.ly/teika-brand

More Related Content

Amazon Product SEO

  • 1. Alasdair McLean-Foreman, CEO of Teikametrics amclean@teikametrics.com
  • 2. Teikametrics: www.teikametrics.com Watch the Webinar: http://goo.gl/dXODib Amazon SEO Blog Post: http://goo.gl/WMqfYt Learn About Amazon Seller Software: http://goo.gl/x7svM4 Watch a Demo: http://go.teikametrics.com/demo-recording-video Twitter Hashtag: #AmazonSEOwebinar Webinar Resources
  • 3. About Alasdair • Started in e-commerce in 2001 with a dorm room e-commerce business • Studied economics at Harvard • One of the first Amazon 3P partners in 2003 • Experience developing software solutions for enterprise including a platform for the New York City Marathon and Newscorp / Times of London • Passion for technology and using big data tools to help solve problems
  • 4. About Teikametrics Founded in 2012 Our mission is to use data and metrics to help e-commerce businesses sell more Core team of data analysts, software developers, data scientists, and consultants 25 employees based in Boston and growing rapidly Clients see a 150% increase in revenue with a large improvement in Gross Margin
  • 5. FBA Optimization Our solutions Data Driven Software Solution for FBA Retailers FBA Insite Software Jumpstart Professional $990 $2,499 Brand Accelerator Program Data Driven Marketing for Direct to Consumer Brands Consulting and Expert Optimization from $4K per month Repricing Only $499
  • 6. A9 Search Algorithm • Udi Manber joined Amazon from Yahoo in 2002 to become “Chief Algorithms Officer" • Manber became CEO of Amazon subsidiary company, A9 in 2003 • A9 powers search on all of Amazon’s websites • A9 machine learning algorithm is the core of Amazon’s Product Search results Udi Manber former CEO of A9
  • 7. A9’s Mission 1) Understanding what the customer wants to buy: “The better we understand the meaning of a query, the better we can help customers find the products they want (to buy).” 2) Present the most relevant products for each query: “One of A9's tenets is that relevance is in the eye of the customer and we strive to get the best results for our users. Once we determine which items are good matches to the customer’s query, our ranking algorithms score them to present the most relevant results to the user.”
  • 8. A9’s Mission Reads your mind and predicts what you want to buy
  • 9. A9’s Focus Is Conversion • A9 machine learning algorithm is constantly adapting and focusing on converting as many sales as possible from every search • Amazon’s focus is to generate the highest Gross Merchandise Value (GMV) via Amazon.com • Search results are based on each product’s historical sales performance based on GMV $ GMV
  • 10. FBA Improves Conversion > SEO • Leverage FBA to maximize conversion and be competitive • Over 40m paid prime subscribers (15% of the 270m active buyers) • Prime users spend 2-4X of non-prime users, so they represent 30-60% of the ‘Amazon buyer’s wallet.’ • Prime enabled listings dominate Amazon product search results
  • 11. Prioritize Catalog Optimization Efforts Percentage of Amazon Catalog GMV • Positively “Right Skewed” Disribution • A very small percentage of Amazon’s 300M+ products generate the bulk of the GMV Winners <1%
  • 12. Prioritize Catalog Optimization Efforts Demand Conversion Potential High Demand Low Conversion Highest Priority Low Demand Low Conversion Low Demand High Conversion
  • 13. Conversion Focused Optimization (CFO) STEP ONE Optimize Conversion (CFO) STEP TWO Increase Discoverability
  • 14. Product Offer Product Detail Page Pricing Strategy Reviews 1 2 3 4 CFO CONVERSION
 FOCUSED
 OPTIMIZATION Step 1 - Optimizing Conversion
  • 15. Product Offer • Variations (Size, Color, Flavor, etc) • Bundling Options / Multi-Packs • Value Added Options • Frustration Free Packaging • Differentiated Offering Step 1 - Optimizing Conversion
  • 16. Anatomy Of A Winning Product Page Step 1 - Optimizing Conversion
  • 17. Price Elasticity • Price Elasticity = How responsive is a product’s demand to changes in price • Highly competitive on Amazon means products are generally very price elastic Price Quantity of Demand Q2Q1 $9.95 $19.95 Step 1 - Optimizing Conversion
  • 18. Pricing Strategy with CFO Price Time After Product Launch Launch Price $19.95 45 Days+0-45 Days $9.95 Target Price Marketing Budget Step 1 - Optimizing Conversion
  • 19. Product Reviews Step 1 - Optimizing Conversion • Need to have at least 25+ reviews • Average Rating >4.0 • Negative reviews are extremely costly • Monitor review performance and metrics • Process for review solicitation and negative review management
  • 20. Brand Accelerator Platform Step 1 - Optimizing Conversion • Automated review monitoring and analytics • SaaS tools to monitor review metrics and product performance
  • 21. Product Title Organic Search Terms Amazon Sponsored Search Direct Marketing & Promotions 1 2 3 4 • Increased Sessions = Increased Revenue • Discoverability matters most for new products Step 2 - Increase Discoverability
  • 22. Product Title Step 2 - Increase Discoverability • Maximize 200 character limit • Balance of keyword density and presentation • Include high ranking target search terms • Add key selling points to differentiate in search results • Each word is individually indexed by A9 156 Characters
  • 23. Organic Search Terms Step 2 - Increase Discoverability • Use data to optimize keywords based on search volume and competitive landscape • Each word is individually indexed by A9 • Do not repeat keywords already used in Product Title • Maximize keyword limit commas not required
  • 24. Amazon Sponsored Search Step 2 - Increase Discoverability • Large growing area of Amazon’s monetization strategy • Key strategy for product launch • Auto-targeting & Manual-targeting • Manage campaigns based on data and performance
  • 25. Direct Marketing & Promotions Step 2 - Increase Discoverability • Allocate a marketing budget to generate traffic to your Amazon product listings • Act as a catalyst for product launch strategy (builds your products ‘GMV conversion history’ with A9) • Leverage non-Amazon marketing platforms (Google Adwords, Facebook Ad Platform) • Drive product reviews simultaneously
  • 26. Update to Amazon TOS & Super-URLs Step 2 - Increase Discoverability • Change to Amazon’s Terms of Service • Expects to limit simple URL-hack for search terms • Conflicts with A9’s quality focused objectives
  • 28. Stick around for A demo of Teikametrics http://bit.ly/teika-brand