As an Amazon seller there are 2 things that you need to focus most of your attention on - SEO and PPC. These are the backbone of selling on Amazon and without them you will get nowhere. One of the first things you should learn when you start a brand or open a store is how to improve SEO on Amazon.
Amazon SEO and PPC are what drive basically all of your sales on Amazon. So if your goal is to make millions online and retire early by selling on Amazon, you need to get these 2 things right. Yes, it is possible.
The goal of both is to rank your listing at the top of the Amazon search engine results page (SERP) and improve Amazon sales rank. PPC is the faster method, allowing you to bid on keywords to show up higher in the search results, whereas SEO will take time to rank near the top, but won’t cost you anything every time someone clicks on your listing.
Now you may be asking, “What is more important, SEO or PPC?”. The best answer for this is both. The best tactic when it comes to making a ton of sales on Amazon is to optimize both your SEO and PPC so that they can complement each other and work together to boost your sales to unprecedented heights.
Using PPC to Give Your SEO a Boost
There are many things that you can do to improve your SEO such as optimizing your listing with high search volume keywords, filling it with high-quality images, improving your conversion rate, designing good A+ content and much more. These are the main factors that Amazon’s A9 algorithm considers when ranking product listings and the things that will give your product the most visibility.
There is some evidence that PPC directly affects your organic rank, but by running PPC ads on Amazon there are definitely indirect benefits that can impact it. Especially with newer listings.
Generate More Reviews
One factor that Amazon’s A9 algorithm uses to rank products is reviews. Having more positive reviews for your product on Amazon can result in the algorithm giving your listing better visibility in search results.
By running PPC ads, you make your product visible to a lot more people than if you were to rely on SEO alone. This extra visibility obviously results in more sales, and with more sales comes more reviews. And with these additional reviews, comes better ranking in Amazon’s search results.
Boosted ranking isn’t the only benefit to receiving positive reviews though. The extra positive reviews for your product will give you more credibility and shoppers will have more trust to buy it, increasing your conversion rate as well.
You can check out our post on how to strategically handle Amazon reviews here.
Boosts Keyword Ranking
By running sponsored product PPC campaigns you set up a list of keywords to bid on. Now whenever a shopper searches for one of these keywords, your Amazon listing will show up higher in search results.
As more people buy your product after searching specific keywords, Amazon’s algorithm will realize that your product is relevant to those keywords, and result in improved keyword ranking on Amazon for these keywords.
The goal here is that there are keywords from your PPC campaigns that generate a ton of sales, significantly improving their conversion rate. And as the conversion rate is improved, so will the organic ranking.
Produces Valuable Insights
PPC shows immediate results, compared to SEO which produces slower, long-term results. So by running PPC campaigns you gain valuable insights as to what keywords to target in your SEO strategy.
You can then use PPC campaigns to analyze valuable data on your keywords. With results from your PPC ads, you can answer questions like; Which keywords rank the highest? Which keywords don’t rank well? Which keywords generate the most sales? Which keywords have the highest conversion rate?
With this information, you can adjust the keywords inside your product listing. Maybe you add a keyword with a good conversion rate into your title. Maybe your listing is full of keywords that don’t rank well. With this data you can fully optimize your product listing for better SEO.
Increases Brand Exposure
By running PPC ads along with your organic listings, shoppers will get more exposure to your brand. A customer generally never buys from you the first time they see your brand. But when they see your sponsored product at the top of the page, and then scroll down further and come into contact with your organic listing, they will be more likely to click on it.
Even if a shopper doesn’t purchase this time, they now know about your brand and next time they shop you will be familiar to them, leading them to choose your product over the competition.
Although this method doesn’t directly improve the SEO of any listings, it can improve their performance, as shoppers are more likely to now click on and purchase from your organic listing.
The one metric that this will improve is your click-through rate (CTR), which does affect SEO. After all, “It all starts with the click.”
Conclusion
As we have mentioned in this article, there are multiple indirect benefits that PPC has on your SEO in Amazon.
There have been times that as brands stop running PPC campaigns, their organic ranking gets hurt. This indicates that it does also have direct effects on your SEO.
One thing that is certain, is that you need to focus on both of these in order to run a successful Amazon brand. If you are unsure whether your PPC campaigns are reaching their full potential, or whether your listings have been fully optimized for SEO, you can get our free account audit performed by expert Amazon sellers with years of experience here, where we will go through your account and tell you exactly what could use improvement.
Let us know in the comments what your take is on the effect PPC has on SEO.
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