As we all know, Google has the world's premier search portal, and Amazon is the world's largest e-commerce platform. Hundreds of users use their search engine every day. If the platform is a TV, then the search engine is the remote control. If the main object and the subordinate object are separated from each other, they will lose a large part of the use value. Sellers are undoubtedly the most concerned about how the product gets clicks and exposure, how to optimize the conversion rate, how to prescribe the right medicine, these information need to use the platform or search engine to collect and analyze. Although this is a horizontal comparison question, there is absolutely no difference between superior and inferior. Knowing what it is, it is more important to know why. This article will start from "what" to analyze the similarities and differences between the two, and finally conclude. The article is not long, let's get started!
Amazon SEO is consumer-centric, which can be described as “from consumers and serving consumers”. The parameters mainly include:
·Related search terms
For most people, Google is a search engine. Google will rank search results based on keyword searches. Specific reference is as follows:
·Website blog or link;
·Number of website clicks;
·Web page jump speed;
Similarities between Amazon and Google
#1 The higher the traffic/sales, the higher the ranking
Although Amazon pays more attention to sales and Google pays more attention to traffic, without exception, the higher the traffic/sales of similar keywords, the higher the ranking.
#2 Systematic continuous optimization
Improving rankings requires always optimizing listings or web pages to create a high-quality body feel.
Both Amazon and Google have advertising services, and sellers can obtain advertising space through bidding and can obtain better exposure. The difference is that advertising revenue is the biggest contributor to Google's annual revenue, and Amazon's advertising department has not yet done this. One of the reasons is that the accuracy of Google's advertising is not a bit higher than that of Amazon. On the other hand, Amazon still has a long way to go in expanding exposure channels for sellers.
Differences between Google and Amazon
If you want to improve the ranking of blogs or websites on Google pages, the following actions are recommended:
·Use long-tail words to obtain high-quality traffic;
·Maintain the density of keywords and try to repeat them (especially in the title and subtitle);
·Beautify page pictures according to keywords;
·Use keywords in the description
But Amazon is different. Consumers do not ask long questions to retrieve products, but search around the characteristics of products through main keywords and long-tail words.
Small tip for optimizing keywords: Use keywords that are relevant to the product, without repeated use.
For example, common words to describe a kettle are: portable, wireless, fast cooking, etc. Consumers can quickly locate products through these words, which is why keywords are important for sellers and platforms. So, where should keywords be extracted? Here is the Amway SellerApp. The high-precision keywords given by this Amazon assistant are based on comprehensive analysis of data such as consumer search, conversion rate, and word click advertising costs (CPC). If you are not sure about the keywords, you can find out the ASINs of products of the same type. SellerApp can "restore" the keywords set by peer sellers, their product rankings and product status, thereby reducing errors.
#2 External links
External links are one of the ways to improve Google's SEO. The higher the quality of external links, the greater the weight of the page.
On the other hand, product sales have a great impact on the product's ranking on Amazon, and it does not support links to own products. Sellers need to find another way. So how should Google and Amazon be cleverly combined?
Amazon recently updated its SEO algorithm, and sellers can use external traffic to improve product rankings. One way is to use Google. Sellers blog on Google and attach product links to tweets to create some highlights to attract consumers to click. Of course, if the ratio of page views to the number of orders drops due to overexposure but no orders have been completed, it can be said to be "losing the madam and breaking down" for the seller. Don't worry! The introduction of a landing page can control this problem to a large extent. Brand registered sellers can add a landing page for the main product to prevent the conversion rate from being lowered due to exposure.
#3 Deep optimization
As mentioned above, Amazon and Google have different focuses. Amazon focuses on conversion rate and click-through rate, while Google focuses on click-through rate. The reason is simple. Google does not consider the purpose and intention of users when searching. It uses click-through rate to calculate the relevance of paid search results and non-paid search results; but Amazon's purpose is very direct and clear, and it will comprehensively consider consumer satisfaction. , Click rate, conversion rate to rank the product.
Google’s search engine has been leading the revolution in digital products. Google’s derivatives help users understand how to set up blogs, websites, and operating methods; but Amazon sellers are not so lucky. Amazon does not give sellers data or traffic. Optimizing assistants, Amazon's operations can be said to be difficult. Amway SellerApp to everyone again! Data collection is a huge project for sellers, especially novice sellers. Using SellerApp can save a lot of time and energy.
to sum up
Google and Amazon's search engines are very powerful, and it is most important to learn to make the best use of everything. Remember the rule of "1+1>2", at least it works here, combined with the advantages of Google engine "fans" to attract products, and then increase the sales and conversion rate of Amazon products. Sellers still have to apply what they have learned through hands-on operations. That's it for today's sharing!