5 Ways to Increase your Rank on Amazon - SEO Optimization Tips

Summary

Dans cette vidéo, Ian Smith de Evolved Media explique cinq façons d'améliorer le classement sur Amazon. Il met l'accent sur la vitesse des ventes, l'optimisation du taux de conversion, les taux de clic, la stratégie de révisions et l'utilisation des annonces vidéo pour améliorer la visibilité et les ventes. Ian encourage également à utiliser des campagnes de mots-clés uniques pour améliorer le classement des annonces payantes et à se concentrer sur la conversion plutôt que sur le bénéfice net immédiat.

Takeaways

• 🚀 La vitesse des ventes est cruciale pendant la période de lune de miel après le lancement d'un produit sur Amazon.
• 🛒 Il est important de se concentrer sur la conversion plutôt que sur le bénéfice net, en utilisant des coupons pour augmenter la vitesse des ventes.
• 📈 L'optimisation du taux de conversion est essentielle pour améliorer le classement organique sur Amazon.
• 🎯 Il est important de se concentrer sur le 1% d'amélioration chaque jour pour optimiser continuellement la liste et améliorer le taux de conversion.
• 🔍 Le taux de clics (CTR) est un facteur clé pour améliorer les performances des annonces payantes et le classement organique.
• 📊 Il est essentiel de tester différentes images pour augmenter le taux de clics et de se concentrer sur les 5 premières secondes d'une vidéo pour attirer l'attention.
• 📚 Les avis sont l'un des facteurs les plus importants pour le classement sur Amazon, et il existe plusieurs méthodes pour obtenir des avis de manière conforme.
• 🌟 L'utilisation de la fonctionnalité Demande d'avis sur Amazon peut aider à obtenir plus d'avis et à améliorer le classement.
• 🎥 Les annonces vidéo sont un outil puissant pour améliorer le classement et la conversion, en particulier avec des vidéos verticales pour les appareils mobiles.
• 💡 L'utilisation de campagnes de mots-clés uniques avec des budgets élevés et des mises à prix élevées peut conduire à un meilleur classement pour ces mots-clés.
• 🌐 Le contenu créatif, tels que les photos, les vidéos et les annonces Amazon, joue un rôle crucial dans l'amélioration du classement et de la conversion des ventes.

Q & A

Pourquoi le classement sur Amazon est-il si important ?

Le classement sur Amazon est important car il améliore non seulement la performance de votre PPC, mais il augmente également les ventes organiques, ce qui signifie plus de profits.

Quelle est la première façon de augmenter le classement organique sur Amazon mentionnée dans la vidéo ?

La première façon est la vitesse des ventes, qui est particulièrement importante pendant la période de lune de miel après le lancement d'un produit.

Pourquoi la vitesse des ventes est-elle importante pendant la période de lune de miel ?

Amazon analyse la conversion des acheteurs à partir des listes de produits et des mots clés recherchés pour déterminer le classement organique.

Combien de ventes par jour sont nécessaires pendant la période de lune de miel ?

Au moins 5 à 10 ventes par jour peuvent être suffisantes, bien que cela puisse varier selon la catégorie de produit.

Quels sont les autres facteurs à optimiser pour améliorer le classement organique sur Amazon ?

La conversion, le taux de clic, les critiques et la publicité payante (PPC) sont d'autres facteurs clés à optimiser.

Comment la conversion influence-t-elle le classement sur Amazon ?

Une conversion plus élevée signifie que le produit est plus souhaitable et Amazon le montrera plus en avant dans les résultats de recherche.

Quels sont les conseils donnés pour améliorer le taux de clic ?

Tester différentes images de fond d'écran, optimiser les premières 5 secondes de la vidéo, et utiliser des vidéos verticales pour les annonces.

Quels sont les programmes recommandés pour obtenir des critiques sur Amazon ?

Le programme Vine et l'utilisation du bouton 'demander une critique' sont deux méthodes recommandées pour obtenir des critiques.

Quels sont les conseils pour les annonces vidéo dans PPC ?

Tester différentes orientations de la vidéo, les premières 5 secondes pour attirer l'attention, et utiliser des légendes ou des voix-off.

Quelle est la stratégie de campagne PPC suggérée pour améliorer le classement ?

Créer des campagnes de mots clés uniques avec un budget de 100 $ ou plus et un enchère plus élevée que l'enchère suggérée.

Quel est le rôle d'Evolv Media dans le contexte de la vidéo ?

Evolv Media crée du contenu pour les vendeurs sur Amazon, optimise les listes, améliore les taux de conversion et gère la distribution des matériaux créatifs.

Outlines

00:00

📈 Amélioration du classement sur Amazon avec la vitesse des ventes

Le paragraphe 1 met l'accent sur l'importance de la vitesse des ventes pour améliorer le classement sur Amazon, surtout pendant la période de lune de miel après le lancement d'un produit. Il est expliqué que plus la vitesse des ventes est élevée, mieux le produit convertit les acheteurs, ce qui influence directement le classement organique. Il est suggéré de se concentrer sur les ventes, même si cela signifie faire des pertes, en utilisant des coupons pour stimuler les ventes et améliorer ainsi la visibilité du produit sur la plateforme.

05:02

🔍 Optimisation du taux de conversion et des clics pour augmenter le classement

Le paragraphe 2 traite de l'optimisation du taux de conversion et des taux de clic pour améliorer le classement sur Amazon. Il est souligné que des images, des vidéos, des titres, des points forts, des réductions et des coupons, ainsi que des contenus tels que l'histoire de la marque, le contenu premium A+, le contenuUGC et les vidéos, peuvent améliorer le taux de conversion. De plus, il est recommandé de se concentrer sur les taux de clic pour améliorer les performances des annonces payantes et de se pencher sur les différentes orientations des images pour augmenter les clics. L'importance des critiques est également abordée, en soulignant qu'elles sont l'un des facteurs les plus importants pour le classement et les ventes sur Amazon.

10:03

🎥 Utilisation des annonces vidéo pour améliorer le classement avec la publicité payante

Le paragraphe 3 se concentre sur l'utilisation des annonces vidéo pour améliorer le classement avec la publicité payante (PPC) sur Amazon. Il est suggéré de réaliser des tests A/B avec des vidéos de différentes orientations pour attraper l'attention des consommateurs et améliorer les clics. L'importance de la première seconde de la vidéo pour attirer l'attention est également soulignée, ainsi que l'idée de tester différentes versions de la vidéo avec ou sans légende pour voir laquelle obtient le meilleur engagement. L'auteur mentionne également que les annonces vidéo peuvent aider à indexer plus rapidement les mots clés et à améliorer le classement sur Amazon.

Keywords

💡Vélocité des ventes

La vélocité des ventes fait référence au nombre de ventes réalisées dans une période donnée. Dans la vidéo, elle est soulignée comme étant cruciale, surtout pendant la période de 'lune de miel' qui correspond aux 60-90 premiers jours après le lancement du produit sur Amazon. Une forte vélocité des ventes améliore le classement organique du produit, car Amazon considère cela comme un indicateur de popularité et de pertinence.

💡Période de lune de miel

La période de lune de miel est une phase clé sur Amazon qui dure généralement entre 60 et 90 jours après le lancement d'un produit. Durant cette phase, Amazon surveille de près les performances de conversion d'un produit. Les vendeurs doivent se concentrer sur l'augmentation de leur vélocité des ventes pendant cette période, car elle détermine le classement organique futur du produit.

💡Optimisation du taux de conversion

L'optimisation du taux de conversion consiste à maximiser le pourcentage de visiteurs d'une page produit qui réalisent un achat. Plus le taux de conversion est élevé, plus le produit sera bien classé dans les résultats de recherche d'Amazon. Des éléments comme les images, les vidéos, les titres et les descriptions sont cités dans la vidéo comme des facteurs qui influencent ce taux.

💡Taux de clic (CTR)

Le taux de clic (Click-Through Rate, CTR) mesure la proportion de personnes qui cliquent sur une annonce ou un produit après l'avoir vu dans les résultats de recherche. La vidéo insiste sur l'importance de tester différentes images principales pour augmenter ce taux, car cela a un impact direct sur la performance des campagnes publicitaires et sur le classement organique.

💡Tests A/B

Les tests A/B, ou tests fractionnés, consistent à comparer deux versions d'un élément pour déterminer laquelle fonctionne le mieux. Dans le contexte de la vidéo, il est recommandé de tester différentes images et vidéos pour maximiser le taux de clic et le taux de conversion, en ajustant régulièrement les visuels pour attirer l'attention des acheteurs potentiels.

💡Revue des clients

Les avis clients jouent un rôle déterminant dans le classement et la conversion sur Amazon. La vidéo explique différentes stratégies, telles que l'utilisation du programme Vine ou la demande de revue via des outils automatiques comme Feedback 5, pour obtenir des avis tout en respectant les conditions de service d'Amazon. Plus un produit a d'avis, mieux il se classe et plus il est susceptible de convertir.

💡Publicité PPC

La publicité payée au clic (Pay-Per-Click, PPC) est un levier marketing important sur Amazon pour améliorer la visibilité d'un produit. La vidéo recommande des campagnes avec un seul mot-clé par campagne pour maximiser les chances d'obtenir des clics et des conversions, ce qui à son tour améliore le classement organique. Des stratégies comme les annonces vidéo PPC sont également mentionnées comme un moyen rapide de se faire indexer sur des mots-clés spécifiques.

💡Campagnes à mot-clé unique

Les campagnes à mot-clé unique consistent à créer des campagnes publicitaires sur Amazon avec un seul mot-clé par groupe d'annonces. Cela permet d'obtenir des résultats plus précis et de mieux contrôler les performances sur ce mot-clé spécifique. La vidéo recommande de mettre en place ces campagnes pour optimiser le classement sur des mots-clés importants en termes de conversions.

💡Contenu A+

Le contenu A+ sur Amazon est un type de contenu enrichi disponible pour les vendeurs qui sont inscrits dans le registre des marques. Il permet d'améliorer la présentation d'un produit avec des images, des graphiques et des descriptions détaillées. La vidéo conseille d'optimiser ce contenu pour améliorer le taux de conversion et donc le classement organique du produit.

💡Programme Vine

Le programme Vine d'Amazon permet aux vendeurs de donner leurs produits à des testeurs qualifiés en échange d'avis. Ces avis peuvent ne pas toujours être positifs, mais ils contribuent à augmenter la visibilité et la crédibilité d'un produit sur Amazon. La vidéo mentionne ce programme comme une méthode légitime pour obtenir des critiques de qualité, ce qui améliore le classement organique.

Highlights

Sales velocity during the honeymoon period is crucial for Amazon rankings, with a recommended minimum of 5-10 sales per day depending on the product category.

Amazon ranks products based on how well they convert shoppers into buyers, especially during the initial 60-90 days (honeymoon period).

Using coupons can significantly boost sales velocity, as buyers are drawn to short-term offers.

Conversion rate optimization is essential for improving organic ranking on Amazon. Amazon favors listings with higher conversion rates as they enhance the customer experience.

To improve conversion rates, sellers should focus on enhancing images, videos, titles, bullet points, discounts, Brand Story, A+ content, UGC content, and Amazon posts.

The mechanics of Amazon's ranking system are based on 'search-find-buy.' The more conversions for a keyword, the higher a product will rank.

Click-through rates (CTR) significantly impact PPC performance and organic ranking, and it's crucial to continuously split-test main product images to capture attention.

Increasing click-through rates combined with conversion rate optimization can lead to exponential sales growth, amplifying both organic and PPC results.

Reviews are one of the most critical factors for ranking and sales on Amazon, and sellers must have a strategy for consistently gathering them.

Sellers can leverage Amazon's Vine Program or the 'Request a Review' button to gather reviews ethically while staying within Amazon's terms of service.

PPC video ads can index keywords faster, boosting a product's visibility early in the honeymoon phase.

Split-testing PPC video ads with different orientations, hooks, and captions can help improve click-through and conversion rates.

Single keyword campaigns for PPC (broad, phrase, exact match) with big budgets and higher bids help boost a product's ranking by driving more conversions for specific keywords.

Higher PPC spend may result in losses initially, but it's beneficial for ranking as Amazon prioritizes conversions over profitability.

Evolving media specializes in content creation (photos, videos) for Amazon sellers, helping optimize listings, improve conversion rates, and create PPC ads to drive sales.

Transcripts

ranking on Amazon is crucial because not

only does it improve your PPC

performance but also it makes you more

organic sales which ultimately means

more profits in this video I'm joined by

Ian Smith of evolved media and we are

going to cover five ways you can

increase your ranking on Amazon Ian kick

it off for us man all right so the first

way I would say to increase your organic

rankings is really sales velocity and

it's most important during the honeymoon

period when you initially launch and the

reason why sales velocity is so

important is because Amazon is going to

be looking at your listing and looking

at how well does it convert Shoppers

into buyers it's going to be looking at

from those buyers what keywords did they

search that resulted them in a buyer

right and then based on you know that

conversion right there of the keywords

to the actual buying that's how they're

going to determine where you need to

rank organically so the more sales of

velocity that you have you know in the

first 60 to 90 days honeymoon period

right you need to be pushing at least

now this is going to different for each

product category just depending on the

average sales velocity in nich product

category but at least 5 to 10 sales per

day would be sufficient so really try to

focus on sales velocity don't Focus so

much on your net profit try to just get

sales coming in even if you're at a loss

for every sale and put a coupon on your

listing to push even more sales velocity

because people see a coupon and they're

like oh that's a shorttime limited offer

that it will be at this price and I

think people really resonate with that

coupon box yeah I think that is a huge

huge huge thing that you said in the

honeymoon phase right I think the number

one factor that influences how well you

do for the rest of your time on Amazon

is how you perform in the honeymoon

phase and specifically your sales

velocity so I'm glad that you mentioned

that the second way that you can improve

your organic rank on Amazon is

conversion rate optimization if you

think about Amazon they're constantly

optimizing for customer experience which

means they want the best products that

people are most likely going to buy to

show up first in the search results and

if you have a higher conversion rate

that ultimately means that your product

is more desirable and they're going to

show you up higher so how do you improve

conversion rate right look at the rest

of your images videos on your listing

your title your bullet points discounts

and coupons uh Brand Story premium A+

content ugc content videos on the

listing and Amazon posts all of those

things and by the way guys you can very

easily do this by just go and look at

your top competitors right and see what

they're doing better than you look at

their images look at their Brand Story

look at their premium A+ content look at

their reviews right all of those things

are what improve conversion rate and as

long as you are focused on 1% better

every single day 1% better every single

week or you know 7% better every single

week you are going to continuously

optimize your listing get a better

conversion rate and as you convert more

and by the way guys the mechanics of

ranking on Amazon we know this because

of search find buy is when someone

searches a keyword looks at your product

and then buys it Amazon says let's give

this person a credit for that keyword

and so the more conversions that you

make for each keyword the higher are

you're going to rank so if your

conversion rate improves overall you're

naturally going to rank higher across

the board for all of your keywords right

and if your conversion rate is higher

then every dollar that you spend in PPC

ads is going to go a lot further because

now more people are actually buying from

clicking so that's the next tip that I

want to jump into is Click through rates

and how to get that better and why you

should focus on trying to get that

better so if you look at the Shoppers

Journey right typically it starts with a

search term then they're going to look

at a whole list of results right and

figure out which one do they want to

click on to go and explore further right

so if you can get that attention and get

that click then that's going to show the

algorithm that you're doing something

right right and then the next step after

that is to convert them into an actual

customer but just honing in on

clickthrough rates you know that's going

to make your PPC perform a whole lot

better and ultimately gets you one step

closer to the SES so how do you increase

your clicky rate well you got to split

test you have to test different main

white background images to hone in and

dial in on exactly what's going to work

the best and this sometimes changes like

what works for q1 may not work as well

for Q2 so you constantly have to be

split testing your main image so

experiment around with different things

like visual digital Graphics that you

throw in of like liquid being thrown up

in the air or something or maybe a hand

or maybe like something like that throws

them off like a a purple hand I mean

test around like change the color of the

hand you know do wild and crazy stuff

just to see what grabs the attention

what gets the click and then ride with

that for a bit and constantly be looking

at that click the because that may Trail

down and then you need to go back to the

drawing board and go back to split

testing some new images I love it and

guys click threate and conversion rate

optimization is a combo for exponential

growth right because for the exact same

amount of people seeing your listing in

the search results more of them will

click on you and then more of them will

convert into a sale right so not only

are you doubling your sales you're

quadrupling your sales if you keep

improving cook rate and conversion rate

which takes me to my next Point how do

you rank better on Amazon reviews

reviews is one of the most important

factors of ranking on Amazon and one of

the most important factors of selling on

Amazon and most people neglect it right

why do they neglect it because it's very

hard because no one knows how to get

reviews without breaking Amazon's terms

of service now there's a few ways we can

go about this there's white hat ways for

example using the Vine Program which

simply all you're doing is you're

enrolling in Vine and Amazon is then

giving your product away for free to 30

people to have them try the product and

then leave a review right they're not

necessarily going to leave a five-star

review but they might leave a four star

or three star but they will leave a

review the other way is to also use the

request review button so if you go into

any of your orders on Amazon you'll see

two buttons one says the refund and the

other one says request to review now you

can automate this with a tool like

feedback 5 for example and they'll go in

and the bot will just just click request

the review and Amazon themselves will

send an email to your Shopper saying hey

please review your latest purchase and

you can just choose one to five star

rating now we can get a little bit

grayer than that right where we can do

Outreach to people on Instagram

essentially looking for feedback for the

product so reaching out to people who

would want to try an electroly powder

let's say hot yoga or Runners clubs

right we'll go to those pages find

people who are commenting DM them saying

hey I'm giving my product away for free

I'm looking for feedback I want to see

how people like it would you be open to

trying it reimburse them the money have

them buy the product follow up with them

and if they like it ask them to leave a

review on Amazon now there's other black

hat methods I'm not going to get into I

suggest you stay away from them but at

the end of the day you need a strategy

for reviews the more reviews you get the

better you're going to rank the more

you're going to convert it's just one of

those things you're focused on PBC

you're focused on improving your product

you're focused on getting more reviews

awesome yeah you you definitely

mentioned some stuff that I didn't know

about and some really good reminders

with that review request so appreciate

that it's good stuff man so I think with

this next tip it's going to be about PPC

I'm going to take the angle of video ads

and I think Mina's going to take another

angle I mean Mina is definitely the

expert he runs a PPC agency so I'm

excited to see what he says so talking

about PPC tips I'm going to say video

ads are definitely something that you

need to split test around with um

different orientations of the video you

know there's the wide type of video and

then there's vertical video now with

vertical video ads this is a new type of

AD format that they have where you can

feature like up to three different

variations of the products that you sell

and have it as a vertical video also on

mobile it's going to look very different

than on desktop but test around with

different orientations of your video

test around with the first 5 Seconds of

your video to grab attention literally

have like the same video maybe it's like

30 to 45 seconds and then have like

three different versions of it where the

first 5 seconds are different split test

those different videos to see which one

is getting a better click theay you know

there's little things like that where

you're basically split testing the hook

or the thing that's going to grab

attention CU these are autop playing

videos right so you can split test with

that you can split test with having a

voice over or some kind of spoken

dialogue during the video where you have

captions now recently Amazon has been

cracking down a little bit on captions

it seems like Amazon doesn't really like

captions some of our clients have been

getting some videos denied as ads

because they have captions so it could

be different with your experience but

split test and have one video with

captions one video without captions one

video with a voiceover one video with

just music playing but overall play

around with videos and then have your

video correlate and correspond with the

keywords that you're targeting so if you

have a very specific long or short tell

keyword phrase try to start your video

with that exact keyword phrase so that

in the Shopper mind it looks literally

like what they're searching is you know

like your opportunity is exactly what

they're looking for based on their

search results yeah and I love that you

mentioned video here's a a tip that not

a lot of people know to index faster for

keywords use Amazon PPC video ads right

this is something that I didn't know but

for one of our recent clients we

launched video ads right in the

honeymoon phase and all of a sudden we

noticed that we were ranking for so many

more keywords so much faster right the

indexation works better for videos I

don't know why right this is just a

phenomenon that I'm noticing but this

takes me to my final point right which

is PPC how do you rank better with PPC

single keyword campaigns I've talked

about this extensively but if you can

create single keyword campaigns so one

campaign one ad group one keyword uh one

campaign for broad one campaign for

phrase one campaign for exact big budget

so at least $100 or more and then a

higher bid than the suggested bid what

that is going to do it's going to result

in your product showing up very high for

that keyword right in terms of a

sponsored rank the more people click on

it and the more people convert even at a

loss that's going to cause you know that

conversion of on that keyword and

remember we mentioned that search F buy

the more you convert for a keyword the

more Amazon is going to show you up

higher they don't actually care that

you're profitable they might care that

you're profitable but they actually

mainly care about you converting more

and more and more because that just

means that you made a sale for them if

you spent $100 on PPC that's good for

them right because they made money off

of PPC they made money off of the

conversion you know the 15% fee that

they take plus the shipping you know the

picking pack fee and all that kind of

stuff so it's in their best interest for

you to convert more so you will start

ranking higher and higher um you know

because you're converting well on that

keyword even if your roaz is pretty bad

or your EOS is really high awesome man

yeah those are some good tips so um

hopefully you guys got some value

hopefully you learned something new from

these five tips to wrap up the video I'm

just going to tell you who I am if you

don't know my name is Ian Smith with

evolv media and we basically create

content for Amazon sellers we create

listing content you know photos and

videos and helping them optimize the

listing get the conversion rate as high

as possible get their PPC performing

better and then creating videos to be

ran as ad ad photos to be posted as

Amazon posts or ran as ads or you know

there's a lot of different types of AD

creatives these days on Amazon and so we

help Amazon sellers get that creative

material and then distribute it around

on their storefront their Brand Story

their main images their A+ content all

that kind of stuff so if you want to

reach out and connect and get a free

listen audit or get a free Amazon

listing checklist or get our free

organic ranking guide then go to AMZ

checklist.com and you and I can connect

and I can give you some more value so

smth with evolved media all right guys I

hope you led this video go check out

this video that I did with Ian on his

channel on how to build listing images

for Amazon the best way possible we

dropped a lot of knowledge on there so

make sure to check it out and I'll see

you guys in the next video