5 Ways to Increase your Rank on Amazon - SEO Optimization Tips
Summary
TLDRDans 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
📈 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.
🔍 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.
🎥 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.
Mindmap
Keywords
💡Vélocité des ventes
💡Période de lune de miel
💡Optimisation du taux de conversion
💡Taux de clic (CTR)
💡Tests A/B
💡Revue des clients
💡Publicité PPC
💡Campagnes à mot-clé unique
💡Contenu A+
💡Programme Vine
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
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