A large Midwestern furniture and flooring retailer conducted business online and in physical stores. With consumers reluctant to buy online without having seen and touched big-ticket products in person, the retailer needed to get more shoppers in stores.
Given that retail drives the majority of this merchant’s sales and consumers still have a strong propensity to buy offline, our SEO services team saw the best opportunity to create an effective local strategy by focusing on optimized content, store pages, and improvements to the brand’s local organic business listings.
We started by constructing store location pages that were tailored to the target markets. We provided locally optimized content for each location that would live on a dedicated store page on the site. Once these were built out and fully optimized, we turned to the Google My Business listings.
We knew that focusing on small customer segments and critical stages of the customer journey can significantly move the needle.
Within six months of our local optimizations, the merchant saw traffic to some of its most important locations increase upwards of 600% YoY. Our SEO strategy allowed the retailer to reach and exceed its goals of positioning local SEO as a key channel for success by driving increased store traffic and impressions, as well as markedly improving keyword performance for local searches.
Unlike many other SEO agencies, our team uses a scalable, repeatable approach to achieve measured results from organic marketing efforts. We achieve success regardless of the size of the competitors you are up against. For this client, the EXCLUSIVE team knew that in order to compete against big industry players with much larger budgets, we needed to take a targeted approach to win in key markets. For all EXCLUSIVE SEO clients, we develop custom strategies with technical site health audits and sample content for baseline analyses. We then tackle on-site content and mark-up. Most importantly, we’re able to accurately predict the measurable impact of the work that we do.
SEO is just one of the many components of the EXCLUSIVE eCommerce holistic strategy. We’ve been delivering success to merchants for 24 years and we’re always adding to our playbook. Contact us for your free eCommerce analysis or use our free Content Scorecard for SEO to see how your SEO is performing. We’ll help you understand the results and make changes that lead to massive improvements and revenue increases.
Amazon is unquestionably the go-to place for online shopping. If you’re selling on Amazon, you know that you need to get your product rankings as high as possible on the website’s search engine results pages (SERPs) to nab those click-throughs and conversions.
But how do you do that? This post breaks down the definition of Amazon SEO, the key elements, and best practices for optimization on the Amazon platform. It also delivers resources and strategies for making the most of your Amazon marketing plan.
Most online sellers are familiar with optimizing online content for the Google algorithm to get good SERPs for their products or services. Amazon SEO is a similar process in that it seeks to optimize your Amazon listings to rank higher on searches on Amazon.com. The big difference is that Google is about serving up the best match for information and Amazon is about serving up the products that the shopper is most likely to buy.
Amazon SEO involves six major components:
If you want to make it easier for Amazon to find your listings and show them to potential buyers who are shopping for the types of products you sell, you need to dig into Amazon SEO best practices. Read on for the strategies that can help improve your Amazon SEO by maximizing click-throughs, conversions, and overall sales.
The Amazon A10 Algorithm is the ranking system that influences where listings appear on an Amazon SERP. The first element this algorithm looks to are keywords in a searcher’s query (user search terms), making keyword optimization of primary importance to every Amazon SEO strategy.
If all the keywords in a search query are not in your product listing — including specifics like size and color — your listing will not appear at the top of the search. Identifying and optimizing for keywords is the starting point for driving Amazon sales. It’s also a never-ending process that requires consistent fine-tuning and finding opportunities your competitors miss.
Another solid method for taking control of your Amazon listings is to enroll in the Amazon Brand Registry. By submitting your trademark documents, you prove ownership of your brand and unlock protections as well as deeper content and advertising tools, including:
Beyond protecting your brand from listing hijackers and counterfeiters, the most-important perks of Amazon Brand Registry are Amazon Stores and A+ Content. Your Amazon Store is basically your custom Amazon landing page that showcases everything your brand has to offer, from product descriptions to videos — which are increasingly necessary to enhance the all-important user experience. Showcase additional value, product comparisons, and other valuable details with A+ Content that can capture more conversions and better tell your brand story.
Use these guidelines to launch your foray into A+ Content by adding optimized titles, richer visuals, and effective product descriptions:
Amazon is the first (and last) stop for many consumers who are searching, researching, and purchasing. If you want your products to show up strong in those searches, you’ve got to do more than rely on automation to see the success you want. As in any business venture, you’ll only get out of Amazon SEO what you put into it.
Rather than burning through resources and trying to manually optimize each of your product listings, developing a focused SEO strategy that maximizes your brand’s unique assets can put you in a winning position.
The team at EXCLUSIVE is committed to helping merchants optimize their entire eCommerce funnel to grow faster and maximize profits. Improving your Amazon performance is an important part of our holistic approach to integrated solutions for attracting traffic to your Amazon Store, converting shoppers to buyers, and retaining customers for exponential sustained growth.
Reach out today to get your free eCommerce analysis so we can find you profitable growth-focused strategic opportunities on Amazon and additional channels. And grab your free copy of 8 Easy Ways to Maximize ROI on Amazon.