[Seller News] Amazon Doubles SEO Field, 2x Generic Keyword Juice, Here's What to Know
Summary
TLDRIn this video, Step Pope, founder of My Amazon Guy, discusses Amazon's recent SEO update increasing the search term field from 250 bytes to 500 characters in Seller Central. He explains the implications for Amazon brands and how sellers can optimize their listings with additional keywords. Step outlines a multi-phase SEO strategy, including competitor analysis, keyword optimization, and performance tracking to enhance visibility and sales on Amazon.
Takeaways
- đ Amazon has increased the character count for the search term field in Seller Central from 250 bytes to 500 characters.
- đ ïž The change from bytes to characters aims to simplify keyword optimization by eliminating confusion around byte counting which didn't include spaces.
- đ The update appears to be applicable across various categories, indicating a broad impact on Amazon SEO strategies.
- đ Sellers are encouraged to take advantage of the increased character limit by adding more relevant keywords to their listings.
- đ Utilizing tools like Helium 10 can help identify top competitors and gather thousands of organic keywords for SEO optimization.
- đ Sorting keywords by the number of competitors and analyzing their average rank can provide insights into effective keyword usage.
- đ Creating a relevancy score for keywords can help prioritize which terms to include in the expanded search term field.
- đ Rotating keywords and optimizing various phases of SEO, including master keyword lists and strike zone keywords, is crucial for gaining market share.
- đŻ Focusing on 'strike zone' keywords (ranked 20-50) can help push products onto the first page of search results, increasing visibility and traffic.
- đ The use of the Search Performance Report, or IAP funnel, in phase 4 of SEO can identify areas of weakness in the sales funnel, such as click-through rates, to further optimize listings.
- đ Step Hope, the founder of My Amazon Guy, offers a comprehensive guide and tutorial for mastering Amazon SEO, including handling the new character limit in search terms.
Q & A
What is the recent change in Amazon Seller Central regarding the search term field?
-Amazon Seller Central has increased the character count in the search term field from 250 bytes to 500 characters.
Why was the character count previously confusing for users?
-The previous character count of 250 bytes did not include spaces, which made it difficult for users to understand how many characters they could actually use.
What does the change in character count mean for Amazon sellers?
-The increase to 500 characters allows sellers to include more keywords in their search terms, potentially improving their product's SEO and visibility on Amazon.
How does the change in character count affect the generic keyword section?
-The generic keyword section, which has been rebranded multiple times, now allows for a longer string of keywords, enhancing the opportunity for better search engine optimization.
What is the significance of the character count change for SEO strategies on Amazon?
-The increase provides more room for sellers to include relevant keywords, which can lead to better search rankings and increased organic traffic.
How can sellers take advantage of the new character limit in the search term field?
-Sellers can add additional relevant keywords to the search term field to improve their product's visibility and SEO performance.
What is the process of creating a master keyword list for Amazon SEO?
-It involves researching top competitors, using tools like Helium 10 to find organic keywords, and sorting them by the number of competitors and average rank.
What is the purpose of the 'strike zone' keywords in Amazon SEO?
-The 'strike zone' keywords are those ranked between 20 and 50, which are in a position to generate significant organic traffic but require optimization to move up in rankings.
How can sellers use the search performance report for SEO optimization?
-Sellers can analyze the Impressions, Clicks, Add to Carts, and Purchases data to identify areas of weakness in their SEO strategy, such as improving the main image to increase Click Through Rate (CTR).
What are the different phases of SEO that Step Pope discusses in the video?
-The phases include creating a master keyword list, indexing for as many keywords in phase one and two, focusing on 'strike zone' keywords in phase three, and using the search performance report in phase four to refine the strategy.
How can sellers find additional help with Amazon SEO?
-Sellers can refer to Step Pope's Amazon guide, watch the 70-minute master tutorial, or visit Amazonguy.com for comprehensive SEO resources and services.
Outlines
đ Amazon SEO Update: Expanded Search Term Character Limit
Step Pope, founder of My Amazon Guide, discusses a significant change in Amazon's Seller Central SEO strategy. Amazon has increased the character count for the search term field from 250 bytes to 500 characters. This change is not just a simple update; it's a doubling of the space available for sellers to optimize their listings. The generic keyword section, which has seen various names like 'Search terms' and 'generic keyword,' now allows for more extensive keyword input, potentially affecting SEO rankings. The update appears to be universal across categories, with sellers encouraged to take advantage of the expanded character limit by adding more relevant keywords. Step suggests using tools like Helium 10 to identify top competitors and compile a master keyword list, which is essential for optimizing product listings in the new SEO landscape.
đ Advanced Amazon SEO Techniques: Keyword Optimization and Analysis
In the second paragraph, Step Pope delves deeper into advanced Amazon SEO strategies. He explains how sellers can utilize the increased character limit to refine their keyword optimization. The process involves identifying 'strike zone' keywords, which are terms ranking between positions 20 and 50 that have the potential to generate significant organic traffic. Step advises integrating these keywords into various aspects of the product listing, such as the title, bullet points, image alt texts, and A+ content, to enhance visibility and click-through rates. He also introduces the concept of the 'IAP funnel,' which stands for Impressions, Clicks, Add to Carts, and Purchases, as a method to analyze search performance and identify areas for improvement. Step offers resources and tutorials on his website to guide sellers through these SEO phases, aiming to boost their product rankings on Amazon.
Mindmap
Keywords
đĄSEO
đĄSeller Central
đĄCharacter Count
đĄSearch Terms
đĄGeneric Keyword
đĄAlt Text
đĄA+ Content
đĄImpressions
đĄCTR (Click-Through Rate)
đĄIAP Funnel
đĄMaster Keyword List
Highlights
Amazon Seller Central has increased the character count for the search term field from 250 bytes to 500 characters.
The change from 250 bytes to 500 characters provides more space for keywords without counting spaces.
The generic keyword section, previously known as 'Search terms', has been rebranded and now allows for more characters.
The update to 500 characters is a significant change from the previous limit of 250 bytes, which was roughly equivalent to 275 characters.
Amazon has a history of adjusting the character limit for search terms, previously going from 1000 characters down to 250.
Savvy sellers are advised to take advantage of the increased character limit for better SEO gains.
The character count increase appears to be a widespread change across various product categories.
To optimize SEO, sellers should add additional relevant keywords to the expanded character field.
The process of creating a master keyword list involves analyzing top competitors and utilizing tools like Helium 10.
Sellers should export keyword data into an Excel file and sort it by the number of competitors for better analysis.
Using filters in keyword analysis tools can help determine the average rank of products and their relative positions.
Creating a relevancy score for keywords is crucial for optimizing product listings in Amazon's search results.
Keyword rotation strategies involve multiple phases of SEO, including indexing for as many keywords as possible.
In SEO phase 3, focus on 'strike zone' keywords that rank between 20 and 50 to organically generate more traffic.
Optimizing product listings involves placing keywords in the title, bullets, description, A+ content, and image alt texts.
The final phase of SEO involves using the search performance report to analyze the IAP funnel and identify areas for improvement.
Step Hope provides a 70-minute master tutorial for a more detailed breakdown of the SEO process on Amazon.
For comprehensive SEO guidance, sellers can visit Step Hope's website, myamazonguy.com.
Transcripts
some breaking SEO news out of Amazon
Seller Central they've moved the
character count on the search term field
from 250 bytes to 500 characters my name
is Step Pope I'm the founder of my
Amazon guide in this video I will break
down what this could mean for your
Amazon brand so if you go into the edit
page of pretty much any listing right
now and go to the generic keyword
section they've rebranded this a few
times they've called it Search terms
generic keyword and a few other
variations
well if you just type out whatever some
goobly G here and try and max out the
character count you'll notice it's
changed it's now 500 characters it
previously was 250 bytes 250 bytes is
somewhere around 275 characters just to
give you some uh understanding bytes
didn't count spaces it was pretty
confusing it's probably why they're
changing it they're also doubling it in
essence uh so now you've got over 500
characters to work with here uh still a
single field this used to to be multiple
fields in the past they've done all
kinds of things over the years it used
to be like a thousand characters then it
went down to 250 now it's at 500 so
Amazon does keep playing with this from
time to time and the more sophisticated
sellers out there are paying attention
and taking advantage of this and that's
how you're going to get your best SEO
gains now I have items in various
categories and the first thing that I
wanted to know was would this affect
everybody and so far every subcategory
we've checked from supplements to um
tumblers and everything in between it's
been there it's been available so this
does appear to be a wide sweeping change
available to pretty much every category
I'm sure you'll find some exceptions as
they roll it out uh but this is brand
new this didn't exist previously we
didn't see this in there yesterday so
it's really brand spanking new here so
in here uh what you could do is take
advantage of the character count field
by adding additional keywords right so I
have in this field ashwana gummies
bottle women vitamin supplement men
female Extra Strength all kinds of
things that are in here there are going
to be things that are going to be better
than others so if we went over to
amazon.com and we typed in Ash Wanda
gummies and let's say we're going to try
and recreate this we do this we do this
in several phases of SEO and this is
like getting started with the master
keyword list so you go find 10 top
competitors and you're going to have to
do this again if you've done it before
because a the data changes and B there's
now twice as much room to work with so
you're going to need that extra space so
I'm going to click my little helium 10
button load in the keywords and take a
look at the number one SEO organic rank
for a term of my choosing so for me it's
ashwana gummies for you it could be
anything and you're going to find 10
competitors you'll put them all into
cerebral like this and you're going to
be able to get thousands of organic
keywords that are going to come up
you'll eventually want to export this
data into an Excel file in the Excel
file you're going to want to sort it by
the number of competitors and you're
you're going to notice once you add in
um multiple asence here and then go over
to this competing products filter you
can then um see how many items are in
that rank so if we go back to this and
grab let's grab a second one in here
we're going to grab a second as and put
that into cerebra
here uh and we're going to load from
history because it's the same data and
in here you're going to get that filter
to see okay what's the average rank
between all of these different products
right so the average position rank and
where all of these products stack up
against each other so you'll notice that
some of these filters change once we add
the second product in there so for
example on the relative rank if two
competitors are ranked better than the
main as the relative rank would be three
and so you'll see some additional
filters that show up so when you export
that in you can then get a gander on how
many of the competitor ranks and the
relative ranks will factor in once
you've done that you can then sort the
data and then create what's called a
relevancy score and so essentially now
that you've got twice as much room to
work with twice as much relevancy to
consult you'll take twice as much space
on that Master keyword list you'll come
back to the generic keyword section and
place it in there and after that you're
going to rotate your keywords and we
like to run multiple phases of SEO so
after we've done the master keyword list
we then try and index for as many
keywords in phase one and two uh when we
get to phase seo3 we're looking at the
strike zone keywords so these are
keywords that are in rank 20 through 50
so if we go into our filter here and
look look for rank 20 through 50 and hit
apply you would then do that on your own
as and then it come back with X number
of keywords so 225 keywords are in the
strike zone that means they're in
position to organically generate a bunch
of traffic but they're really at the
bottom of page one not a whole lot of
people are clicking them so a little bit
of effort showing them in the search
term showing them in the title the
bullets the description as well as the
A+ content so even all of the product
description all that good stuff so let's
go to one my listings since that one's
not optimized in the wild so this title
here you're going to put keywords in
there you're going to put keywords in
the bullets you're going to put keywords
in the alt text I'm going to use a
little alt text Chrome image alt text
viewer on the Chrome Store here and in
here you can put keywords in like that
you can put alt text in the A+ content
each photo can have alt text so you'll
notice there's multiple alt text and
photos here each one of these photos in
the product grid can also have alt texts
and have benefits you'll notice that
sometimes the red error will show up
like where image alt text needs to be
input there's no image there so that
one's kind of a misnomer uh but you'll
fill all that in and then you'll also
fill in the generic keywords on the back
so that would that's how you rotate your
keyword strategies and go through that
finally SEO phase 4 this is when you're
going to use the search Cy performance
report I like to call it the IAP funnel
uh and I have a bunch of information
over at my amazong guy.com IAP
because it's Impressions clicks add to
carts purchases and we have a few use
case studies and we go through like how
to do this and basically you're looking
at reports like this figuring out where
you have a change between Impressions
clicks add to cards and purchases so you
might have uh a tornado you might have a
pyramid you might have a black widow um
hourglass and whatever your shape of
your funnel you then can figure out okay
well if I'm really weak on clicks I need
to update my main image and really focus
on CTR so these are all things and we do
that in SEO phase 4 to go gain market
share obviously there's a lot of stuff
to go through and I give you kind of
like a high level view of this for my
full Master guide you going to want to
click on this video next I have
70-minute Master tutorial where I break
this down into greater detail you can
also go to my Amazon guy.com
SEO and learn everything we've ever done
on SEO in one place my name is step hope
I'm the founder of my Amazon guy and you
can always hire us at my amazong guy.com
to help boost your own rankings on
Amazon
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