For the longest time, Amazon has become a popular avenue for start-up sellers to conveniently offer their products and deliver to locations far off their business address. Whether you are looking for a book, food supplement, rare CDs and Vinyls, or gadgets, Amazon has it all. I’m not really familiar as to how Amazon and business close the deal (if you’re a seller on Amazon, you are more than welcome to share with me a glimpse of how the transaction works by emailing me at email@example.com [Eg: Is Amazon asking for a percentage on your sale? Are you just paying for shipment?]). But I know SEO and optimizing an Amazon page for Google search can often be a challenge.
Compared to Google, Amazon is in a totally different dimension in terms of search engine optimization. This is probably the reason why many recommend separating these entities entirely. Amazon search works according to its users’ behavior. If a certain product gains hundreds of 4-5 stars and positive reviews, Amazon will quickly classify this product as a buyer favorite. Amazon search doesn’t really care what you did beyond.. well…Amazon. What it reads is merely how well you’re doing with certified buyers.
Google, in some sense, is the same. If you have strengthen your domain authority, made relevant content catering to what’s trending, you’ve invested in social media promotion, and other legitimate strategies, you’ll taste the sweet reward. If you have earned a great online reputation, it wouldn’t be surprising if you appear in top search results for all of your target keywords.
But what if a client asks you to rank his Amazon site for Google? Is it really possible? Well, if it’s impossible, we’ll never see an Amazon page in search results. So, it is possible but for how long? How much effort will it take for an unknown small business selling stuff on Amazon to rank for Google?
To be honest, when I received this task, I found it really odd. I’ve optimized for Amazon and Google search separately before but never have I used an Amazon page to rank for Google. As I’ve said earlier, these two are and should be treated as separate entities. But since it’s a new project, I took on the challenge.
Unfortunately, my boss was a bit outdated. He was relying on old tactics particularly stuffing his Amazon page with all the keywords he was targeting for, automated link building, mini sites and PBNS, not to mention he wanted me to do 10 things at the same time. Well, we can’t really succeed in that, can we? And to think that his niche is very much of human interest although saturated (we’re talking about gadgets and accessories here), marketing this should be a piece of cake.
Why is it a Waste of Time?
Comparing an Amazon site with a custom domain, one of the restrictions I saw that I think contributes to the challenge is that the link juice of the backlinks we have created was passed down to Amazon’s homepage rather than to our product page. It is like optimizing a WordPress or Tumblr hosted site. You don’t have the control you wanted unlike having your own domain. And since I don’t have the access to his Amazon store, I can’t really say if we have an Analytics report like Google where I can see if my efforts have been fruitful or not. Again, if you can share with me insights on how Amazon Analytics work, please don’t hesitate to contact me.
So What Should I Do?
Here’s what I think all Amazon sellers should do if they want to optimize for both:
Have a marketing plan for both channels. If you want to rank for Amazon, have a separate plan on how you can improve your customer relationship. Create promos, coupon codes, and invite reviewers for your products. Answer questions or complaints and handle them in the most modest way possible. If you want to rank for Google, focus more on your self-hosted website. Create a blog, be proactive on social media forums. Treat yourself as a BRAND not a seller.
Research where your target audience are. Don’t be fooled by modules and copy marketing strategies of other people. Find where your customers are and what their behavior is. Are they looking for reviews? Do they want infographics? Videos? Give them what they need and they’ll give you the love you want.
Experiment. Experiment. Experiment. Some marketers tend to get too excited to try a certain strategy just because it worked for other people and then get angry if it fails for them. That’s how the business runs, baby. If your strategies now are not working for a serious span of time, why bother spending (I mean wasting) more time on it?
For digital marketing consultation, you may contact me at firstname.lastname@example.org. Or Skype me at: mariaespie.