Amazon Product Research & How To Get Top Ranking On First Page - Digital View PK

Amazon Product Research & How To Get Top Ranking On First Page

Amazon’s ranking algorithm is impacted primarily by various constituents. There are refinements to each lever that helps to move the rank needle. This includes some sub-factors as well , let’s dive into it.

SALES:

This is the most obvious one. Any shopping platform would prioritize popular (frequently purchased) items in search. However, it is essential to understand the specific aspects of this portion of Amazon’s ranking algorithm so you get a full picture of how sales impact search placement.

What these aspects are?

Velocity – The period of time between purchases.

History – Overall how many purchases in a timeframe were made?

Unit/Session Percentage – Conversion rate (this also impacts SEO).

This means that it’s important to consider not just the overall number of sales, but also how many sales came from exploring pathways associated with a given term (conversion rate), as well as the amount of time between sales (velocity).

 This is an important factor if you’ve control over your strategic promotion tactics.

 TRAFFIC:

        The fact that Amazon prefers external traffic is typically asserted as a given in most Amazon seller groups. This is due to several marketing activities that have funneled traffic from various sources to Amazon detail pages, resulting in higher keyword rankings.

On the other hand, Amazon isn’t only concerned about exterior traffic but Internal traffic can also have a good impact on ranking and organic sales, as well as activate other Amazon display choices. The following is a breakdown of how traffic affects ranking.

Some Internal Traffic sources include:

Sponsored Ads – Amazon PPC.

Digital Coupons- Amazon Coupons are a great way to grab the attention of Prime day shoppers.

Lightning Deals & Gold Box Deals – These are the promotions that appear prominently on the Amazon deal page for a limited time period,

Traffic From Other Listings – On every page of Amazon, there are numerous displays that direct customers to competitor listings.

Frequently Bought Together – One of several display options that link customers to competitor listings.

Buyers Also Purchased – Another display option that takes shoppers to competitor listings.

ON-PAGE ACTIVITY:

          While sales conversions are one of the most important measures of relevancy, what buyers do on a page while browsing can also indicate Amazon. If you spend time on a page, Amazon knows that the content on it is relevant to your search.

Add to Cart – When a shopper adds a product to their cart, whether or not they purchase this single action holds the most weight with regard to ranking power.

Reviews – It has long been considered that reviews have the greatest rank impact because of their effect on conversion rate. Social proof has been proven to be a crucial influence in internet purchases time and time again.

Wish listing – There was a time when anyone, regardless of whether they had a verified account, could simply add items to an Amazon Wish list and this would rank an item. This is most likely because Amazon saw it as a sign of strong buyer interest.

Questions and Answers – The Question & Answer section of a detail page is indexed by Amazon. This helps keyword relevance as the section is filled with content and keywords.

Review Upvotes – Upvoting Reviews also have some impact on the keyword relevancy, it is an on-page action that most likely does alter review content relevancy.

Click Thru Competitor – This action has a two-fold impact. If it leads to a sale, it will associate your listing with your competitor’s listing (therefore showing each listing in relevant cross-promotional areas on the site).

RELEVANCE:

The fundamental parameter for ranking is keyword relevance. This tells Amazon how to present things on search result pages in the most efficient sequence. The relevance score of a listing ensures that products are ordered in the most efficient way possible, resulting in a pleasant transaction.

By displaying completed purchase intent and an aggregate ratio to traffic, sales and conversions have an impact on relevance. This is essentially a measure of a product’s popularity. SEO indicates relevance based on the optimization of the seller. Amazon may be taking measures to control more of how it catalogs items in its own marketplace, the platform still understands one of the best sources for accurate information about a specific item is its seller.

However, there is another factor that has a lot of power. That is the shoppers themselves.

Customer Trust Score: Amazon always check whether the sales comes from regular organic buyer or not.

How is Trust Score determined?

It includes certain factors including:

·        Account country of origin
·        IP address authenticity
·        Credit card viability
·        Purchase behavior
·        Review behavior
   And so much more

When buyers with a low trust score purchase or review your product, it could

·        Have ZERO impact on your BSR or keyword ranking
·        Trigger the deletion of the review or the blocking of future reviews
·        Set off an investigation into buyer collusion.

Here’s What Impacts Rank & How You Can Use It:

➢Sales volume/velocity/history will always be a huge driving factor.

➢Organic customer behavior, both on-page and on-the-way-to the page (referrer traffic).

➢Traffic + diverse referrers + on-page activity + add to carts + sales + sporadic (but growing) velocity + stable or growing history = Boost in Ranking.

➢Full-priced purchases have outperformed discounts.

➢Add to Carts still work, but with diminished effect.

➢Social share URLs can also have a good Impact.

➢Run add-to-cart and coupon promos parallel with full-priced campaigns.

➢Rotate through diverse URLs (such as Pinterest, email, TikTok, Insta, etc).

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