[Seller News] Amazon Doubles SEO Field, 2x Generic Keyword Juice, Here's What to Know

Summary

In 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

• 📈 Amazon has increased the character count for the search term field in Seller Central from 250 bytes to 500 characters.
• 🛠️ The change from bytes to characters aims to simplify keyword optimization by eliminating confusion around byte counting which didn't include spaces.
• 🔍 The update appears to be applicable across various categories, indicating a broad impact on Amazon SEO strategies.
• 📝 Sellers are encouraged to take advantage of the increased character limit by adding more relevant keywords to their listings.
• 🔑 Utilizing tools like Helium 10 can help identify top competitors and gather thousands of organic keywords for SEO optimization.
• 📊 Sorting keywords by the number of competitors and analyzing their average rank can provide insights into effective keyword usage.
• 📝 Creating a relevancy score for keywords can help prioritize which terms to include in the expanded search term field.
• 🔄 Rotating keywords and optimizing various phases of SEO, including master keyword lists and strike zone keywords, is crucial for gaining market share.
• 🎯 Focusing on 'strike zone' keywords (ranked 20-50) can help push products onto the first page of search results, increasing visibility and traffic.
• 📈 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.
• 📚 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.