amazon product seo
TRANSCRIPT
Teikametrics: www.teikametrics.com
Watch the Webinar: http://goo.gl/dXODib
Amazon SEO Blog Post: http://goo.gl/WMqfYt
Learn About Amazon Seller Software: http://goo.gl/x7svM4
Watch a Demo: http://go.teikametrics.com/demo-recording-video
Twitter Hashtag: #AmazonSEOwebinar
Webinar Resources
About Alasdair• Started in e-commerce in 2001 with a dorm room e-commerce business• Studied economics at Harvard• One of the first Amazon 3P partners in 2003 • Experience developing software solutions for enterprise including a platform for the New
York City Marathon and Newscorp / Times of London • Passion for technology and using big data tools to help solve problems
About TeikametricsFounded in 2012
Our mission is to use data and metrics to help e-commerce businesses sell more
Core team of data analysts, software developers, data scientists, and consultants
25 employees based in Boston and growing rapidly
Clients see a 150% increase in revenue with a large improvement in Gross Margin
FBA Optimization
Our solutions
Data Driven SoftwareSolution for FBA Retailers
FBA Insite Software
Jumpstart Professional$990 $2,499
Brand Accelerator Program
Data Driven Marketing forDirect to Consumer Brands
Consulting and Expert Optimization
from $4K per month
Repricing Only$499
A9 Search Algorithm• Udi Manber joined Amazon from Yahoo in 2002 to
become “Chief Algorithms Officer"
• Manber became CEO of Amazon subsidiary company, A9 in 2003
• A9 powers search on all of Amazon’s websites
• A9 machine learning algorithm is the core of Amazon’s Product Search results
Udi Manberformer CEO of A9
A9’s Mission1) Understanding what the customer wants to buy:
“The better we understand the meaning of a query, the better we can help customers find the products they want (to buy).”
2) Present the most relevant products for each query:
“One of A9's tenets is that relevance is in the eye of the customer and we strive to get the best results for our users. Once we determine which items are good matches to the customer’s query, our ranking algorithms score them to present the most relevant results to the user.”
A9’s Mission
Reads your mind and predicts what you
want to buy
A9’s Focus Is Conversion
• A9 machine learning algorithm is constantly adapting and focusing on converting as many sales as possible from every search
• Amazon’s focus is to generate the highest Gross Merchandise Value (GMV) via Amazon.com
• Search results are based on each product’s historical sales performance based on GMV
$ GMV
FBA Improves Conversion > SEO
• Leverage FBA to maximize conversion and be competitive
• Over 40m paid prime subscribers (15% of the 270m active buyers)
• Prime users spend 2-4X of non-prime users, so they represent 30-60% of the ‘Amazon buyer’s wallet.’
• Prime enabled listings dominate Amazon product search results
Prioritize Catalog Optimization Efforts
Percentageof
Amazon Catalog
GMV
• Positively “Right Skewed” Disribution
• A very small percentage of Amazon’s 300M+ products generate the bulk of the GMV
Winners <1%
Prioritize Catalog Optimization Efforts
Demand
Conversion Potential
High DemandLow Conversion
HighestPriority
Low DemandLow Conversion
Low DemandHigh Conversion
Conversion Focused Optimization (CFO)
STEP ONEOptimize Conversion (CFO)
STEP TWOIncrease Discoverability
Product Offer
Product Detail Page
Pricing Strategy
Reviews
1
2
3
4
CFOCONVERSION
FOCUSED OPTIMIZATION
Step 1 - Optimizing Conversion
Product Offer
• Variations (Size, Color, Flavor, etc)
• Bundling Options / Multi-Packs
• Value Added Options
• Frustration Free Packaging
• Differentiated Offering
Step 1 - Optimizing Conversion
Anatomy Of A Winning Product Page
Step 1 - Optimizing Conversion
Price Elasticity• Price Elasticity = How
responsive is a product’s demand to changes in price
• Highly competitive on Amazon means products are generally very price elastic
Price
Quantity of Demand
Q2Q1
$9.95
$19.95
Step 1 - Optimizing Conversion
Pricing Strategy with CFO
Price
Time After Product Launch
Launch Price
$19.95
45 Days+0-45 Days
$9.95Target Price
MarketingBudget
Step 1 - Optimizing Conversion
Product Reviews
Step 1 - Optimizing Conversion
• Need to have at least 25+ reviews
• Average Rating >4.0
• Negative reviews are extremely costly
• Monitor review performance and metrics
• Process for review solicitation and negative review management
Brand Accelerator Platform
Step 1 - Optimizing Conversion
• Automated review monitoring and analytics
• SaaS tools to monitor review metrics and product performance
Product Title Organic Search Terms
Amazon Sponsored
Search
Direct Marketing & Promotions
1 2 3 4
• Increased Sessions = Increased Revenue
• Discoverability matters most for new products
Step 2 - Increase Discoverability
Product Title
Step 2 - Increase Discoverability
• Maximize 200 character limit
• Balance of keyword density and presentation
• Include high ranking target search terms
• Add key selling points to differentiate in search results
• Each word is individually indexed by A9
156 Characters
Organic Search Terms
Step 2 - Increase Discoverability
• Use data to optimize keywords based on search volume and competitive landscape
• Each word is individually indexed by A9
• Do not repeat keywords already used in Product Title
• Maximize keyword limit commas not required
Amazon Sponsored Search
Step 2 - Increase Discoverability
• Large growing area of Amazon’s monetization strategy
• Key strategy for product launch
• Auto-targeting & Manual-targeting
• Manage campaigns based on data and performance
Direct Marketing & Promotions
Step 2 - Increase Discoverability
• Allocate a marketing budget to generate traffic to your Amazon product listings
• Act as a catalyst for product launch strategy (builds your products ‘GMV conversion history’ with A9)
• Leverage non-Amazon marketing platforms (Google Adwords, Facebook Ad Platform)
• Drive product reviews simultaneously
Update to Amazon TOS & Super-URLs
Step 2 - Increase Discoverability
• Change to Amazon’s Terms of Service
• Expects to limit simple URL-hack for search terms
• Conflicts with A9’s quality focused objectives
Questions?
Stick around forA demo of Teikametrics
http://bit.ly/teika-brand