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07 01 2020 organic ranking and indexing presentation
- 2. Relevance 66% start on Amazon 1. Traffic – 74% of brands use for customer acquisition 2. Conversion 3. Sales 08/10/2019 - George discusses; What you must be doing with your listings right now
- 3. Indexing • Are you indexed? • Helium 10 ‘Index Checker’ tool (or manual) • Why might you not be indexed? LISTINGPPL10 - 10% off every month LISTINGPPL50 - 50% off the first month
- 4. 2019 Thoughts • 97% of brands selling on Amazon say the most compelling benefit is new customer acquisition. • 89% of consumers state they are more likely to purchase on Amazon than other e-commerce sites • 74% of consumers go to amazon when they are ready to buy a specific product, yet only 41% are satisfied with the number of brands they know on the platform.
Hinweis der Redaktion
- 66% of consumers go to Amazon to start their search for new products Must be thinking about how we can drive each of the pillars to creating relevance. Obviously it starts with the listing, which is a combination of all three of these. This session isn’t going to drill into your listing quite so much, we covered it in a previous lecture Number 1 on the relevance list is traffic. Traffic is an interesting one. So you have a view options here. Utilise Amazon ads (CLICK - 74% of brands use it for customer acquisition) obviously, you do get a great ORGANIC boost if customers click on your ad then purchase, amazon can very easily see that you are relevant. (draw diagram to show this - use whiteboard). But we have been seeing that if some related keywords are performing differently, i.e. if you keywords are crossing over and 1 is performing very badly, that can have a negative impact on the organic ranking of all of the related keywords. Pump out the organic using external traffic ideally, to boost it of course, by driving people through SFB. (dig into this more). Recap this for everyone. Finally, 2-steps are still working, albeit not as effective as they once were - category dependant. Use a holistic approach towards it all though. Don’t just focus on 1, experiment with an array of different techniques to figure out what will work best for you. Also ensure that you are driving your traffic to the appropriate pages. There is a lot of talk about HSA's being great for instance sending traffic to your storefront, because it converts well. Take this with a pinch of salt though, you must be sending relevant traffic to a relevant page then simplifying the buying funnel/process. If they can't quickly buy, then they could get lost and click away. Which buggers you conversions, traffic and sales, thus impacting your organic ranking as well as advertising success. Example: https://www.amazon.com/s?k=womens+razors&crid=164E38DHVJD6X&sprefix=freestyle+libre+s%2Caps%2C1014&ref=nb_sb_ss_i_1_17 Conversion is straight up down to the listing, which we discussed before so I’d recommend re-watching that baby. Sales is straight up volume. Not revenue. Consider how you can generate volume early on and build slowly. For consumables this is brilliant (97% of brands on amazon say the most compelling benefit is new customer acquisition). View it like this, acquire those customers then look to build them into fans.
- Ok firstly what do I mean by this, well, it comes down to whether or not you’re listing is ultimately searchable on Amazon for a particular search term. Now you perhaps have done your keyword research already, if not, I’ll show you a quick example of how you can use the tools available to do it. Such as digging into competitor keywords with Cerebro. If you’re already got the list, then brilliant, drop it straight in. We want to focus on TRADITIONAL INDEX, as that determines if your product is indexed for when a customer searches for the term Field related to URL Store related to backend of product listing apparently What not indexed: Could be linked to where you are searching, ensure the location is correct Amazon doesn't think that that word is relevant for the niche Try repeating it a couple of times, within a sentence, to validate that to the algorithm that you are relevant to that product Put it in the subject matter (or backend) Ask yourself if it's forbidden word; lifetime guarantee, best seller, free, drug or adult related etc, trademark word perhaps
- Ok a few interesting stats and we can expand on them a little. Final point: There is large disparity here which highlights the importance of building your brand image off Amazon, whether that's instore or online. You want to encourage recognition as it'll foster both clicks, i.e. Traffic, as well as conversion and sales. Bolstering your organic ranking in the long run and obviously making you more money. Utilise your position off Amazon to build this relationship out with customers though. If we then consider the growth of voice and how that's penetrating the market, having off Amazon presence is critical to push your brand name as consumers WILL be searching BRAND NAME followed by product