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Dans l'article d'aujourd'hui, "Le guide complet pour améliorer votre SEO sur Amazon"I discuss the functions of the Amazon search algorithm, the optimization measures for a better ranking in the search results, and the differences in optimizing the search engines for Google Search. However, I would like to start by explaining why every Amazon seller should devote time to optimizing their product listings. I've already written a step-by-step guide to optimizing product listings in the past.

In recent years, referencing (or optimization for search engines) refers to the optimization of web content (web pages, images, etc.) so that it complies with the Google Search ranking criteria. Google was, and still is, the leading search engine with the highest number of searches per day (3.45 billion search queries). Google is a horizontal search engine that can process and respond to search requests for information, navigation and transactions. For this reason, its search algorithm (or, rather, various search algorithms) is far superior to all vertical search engines, such as Amazon and YouTube, when it comes to responding to search requests. However, over the past few years, research requests relating to transactions, in particular, have been transferred from Google to Amazon. Due to the strong presence of Amazon in Google search results, consumers were quick to realize that Amazon was overrepresented in search results and started to search directly on Amazon. In addition, the "lock-in" effect of Prime subscriptions has significantly increased the number of research requests sent to Amazon. Another reason for the increase in research requests on Amazon is the increased use of mobile devices. The majority of Internet users now access the Internet via mobile devices, and the use of mobile devices differs considerably from that of office devices. Around 90% of Internet usage on mobile devices takes place in applications. As a result, only 10 % of mobile Internet usage is done via mobile web navigators.

Finally, the increased use of the applications includes Amazon's own application, which has led to a significant increase in the number of requests for research on the service, as well as the effect of the slowdown in the Prime application, and the general trend towards vertical research engines.

A recent Jumpshoot study, conducted this year, shows that around half (46.7%) of internet users in the United States begin their product research directly on Amazon. Google, d'autre part, reçoit toujours plus d'un tiers de toutes les recherches de produits (34,6%), selon Jumpshoot. Of course, these figures are probably not entirely representative of the German market, but they do indicate a trend in terms of where products are searched for now and in the future.

Amazon comme point de contact central pour les acheteurs en ligne

Amazon is not only the leader in terms of product research in the German e-commerce world, but also in terms of sales volume and business volume. According to t3n's projections, Amazon and Amazon Marketplace generated around 53% of e-commerce sales in Germany in 2017. Amazon sellers, in particular, are playing an increasingly important role and are already responsible for more than 50 % of items sold.

Amazon is also a major player in terms of the number of human visitors. In October 2018, was visited 490 million times, making it the fifth most popular website on the Internet in Germany and the fifth most popular online store in the world.

Amazon TrafficThe majority (58%) of visitors to the site go directly to Amazon, which once again illustrates the strength of the Amazon brand.

Répartition des clics en fonction des placements

Now that we have clarified why Amazon is so important for online sellers, let's discuss why SEO on Amazon is essential, and why every seller should familiarize themselves with optimizing their product listings.

The placement on the first pages of the research results is of major importance when it comes to generating sales. Only a fraction of researchers leave the first page of research results and turn to the second or third page to find the best product. Users are more likely to modify their search request if there are no corresponding results after the first attempt than by clicking on the following search results pages.

I'm not currently doing any research on the probability of clicks on product placements in Amazon search results, which is why I'd like to refer you to data on the behavior of clicks in Google search. More than 90% of the organic cliques are generated on the first page of the search results, the first organic placement generates about 60% of all the cliques, the second only 15%, and the third only 8%.

This means that, out of 100 search requests, around 60 people click on the first result, so the winner gets everything. We see the same behavior in other search engines, such as YouTube and the App Store.

There is no obvious reason why Amazon's performance should be radically different. The increase in the business volume of the daily product sales can also be explained by the improvement in their ranking.

Amazon SEO vs. Google SEO

As a major research engine, Google is used to find answers to questions. However, the use of referencing is different on Amazon and Google, because the companies have different objectives. While Google focuses on the delivery of content that is most precisely adapted to a search request in order to provide relevant publicity, Amazon concentrates on selling the maximum number of products. Amazon's intention is therefore to present users with the best and most interesting products in order to increase the likelihood of purchase and prevent clients from having to visit other shopping sites.

Google earns its money almost exclusively through the placement of advertisements, so it places a lot of emphasis on the appropriate placement of high-quality content.

Amazon's revenues are largely generated by transactions, which is why Amazon uses key performance indicators, such as the conversion rate, to optimize the probability of the transaction for each motor vehicle. Due to their different business objectives, the measures for optimizing the classifications are also different. I will now briefly explain the two most important differences.

Amazon SEO vs. Google SEO : L'expérience de l'utilisateur comme facteur de classement

The aim of Google and Amazon, as search engines, is to continue to provide users with the best results for as long as possible. This is because if users are satisfied with the results they receive, they will continue to use research engines in the future - and this is how research engines can guarantee that advertising revenues (e.g. Google AdWords, Bing Ads, Amazon Sponsored Products) will increase. One way of determining what constitutes the "best results" is to consider the user's experience, because the measure of the user's experience varies considerably depending on the research engine.

Déterminer l'expérience utilisateur comme facteur de classement pour Google et tous les autres moteurs de recherche horizontaux est beaucoup plus complexe que pour les moteurs de recherche verticaux comme Amazon.

There are a number of KPIs (performance indicators) that a horizontal search engine like Google can use as indicators of user experience (e.g. traffic levels, number of returning visitors, average duration of sessions, etc.). Depending on the research intention (research requests focused on information, transactions or navigation), the performance indicators that are appropriate for determining user experience vary considerably. For example, the idea that a longer waiting time leads to better user experience cannot always be confirmed in practice.

On the other hand, vertical search engines such as Amazon have a clearer advantage in determining the user's experience. For example, if a user searches on Amazon for "chaussures blanches pour hommes 45" and places an order, Amazon receives a return of information stating that this product is relevant for the respective search request.

This allows Amazon to determine user experience much more quickly and easily than Google, based on individual click and conversion rates for each search term. For this reason, user experience is much more important for optimizing search engines on Amazon than on Google.

Amazon SEO vs Google SEO : Densité de mots-clés

In recent years, the frequency of a word-clé (density of word-clés) on a page has become less important for Google optimization. However, the natural repetition of words on a page (e.g. in the title, the headline and the alt attributes) always has a direct influence on the organic position of a page in Google search results. This means that the surutilization of mots-clés can cause pages to disappear from Google's index and, generally speaking, the density of mots-clés should not exceed 3.5%.

However, when optimizing the Amazon search, the density of the word clusters has no direct influence on the organic ranking. If a list of products contains at least one particular word-clé, it is considered to be a relevant result for Amazon and is therefore included in the index per word-clé. Accurate use of one word does not therefore lead to an improvement in the classification of the article.

Amazon A9 / Amazon SEO Facteurs de classement

The Amazon A9 research algorithm, like all other research engines, has a variety of different factors that are responsible for determining the representation of the organic classifications. I don't know the exact classification or the complete list of factors, and no one in the A9 team is able to divulge the different weights and factors. It is therefore possible, in the paragraphs that follow, that I do not mention all the factors considered by Amazon.

Before examining the various classification factors, it is useful to specify that there are direct and indirect factors. The indirect factors are those that influence the direct classification factors. For example, the number and quality of images do not have a direct effect on the organic classification of an article because Amazon does not note the images. However, a high number of high-resolution images has a significant influence on the conversion rate. Since the conversion rate is a direct ranking factor for Amazon ranking, the quality and number of images must therefore be taken into account, as these are often indirect factors that lead to improvements in ranking.

Amazon SEO : Facteurs de classement direct

Historique des ventes

The volume of sales and the history of a product have a direct influence on the biological classification of an article on Amazon. As the experience of users on Amazon is measured by sales, these have a decisive influence on the position of a product in the organic classification. As Amazon is able to make direct comparisons with other products, it knows which products are the most likely to be purchased after entering a research term and, given Amazon's commercial model based on transactions, it is clear that the history of sales has a significant influence on the positioning of organic results.

Taux de retour

In addition to simple business figures, the level of customer satisfaction with a product also plays a crucial role. Amazon wants its clients to be satisfied with the products they buy and therefore closely monitors their reactions and the return rate in particular. A high return rate is a sign of dissatisfaction and Amazon wants to avoid this, because dissatisfaction is ultimately attributed to Amazon. 

Mots-clés dans la liste des produits (p. ex. titre, attributs et termes de recherche généraux)

I'll explain a little further in this article how Amazon decides which products to present. However, it is important to understand that all optimizations are secondary to search terms. Research by mots-clés determines which research terms are pertinent for the product in question and which mots-clés are more pertinent than the others. The challenge of optimizing the product lists is that the space for adding the mots-clés is limited. The main placement of the mots-clés is in the title, the puces or the champs de termes de recherche généraux (or in some cases also in the description of the product). In order for the products to be displayed in accordance with the research terms, the research terms must be included in the list of products as keywords, otherwise the product will not be included in the selection of products displayed.

Taux de conversion

The conversion rate is a perfect indicator for measuring user experience. If, after entering a research term and if the conversion rate is higher than that of similar products, Amazon takes into account that the product displayed for this research must be rewarded with a better position in the biological ranking.

Taux de clics / Taux de clics

Like Google, CTRs have an impact on the positioning of an article on Amazon's organic search results pages. This means that products with a CTR higher than that of their competitors on the search results pages are more likely to achieve better rankings. It is also worth noting that there is no global CTR, but that the CTR varies depending on the research request.

Astuce : Le CTR peut être augmenté en utilisant des promotions telles que "Achetez 2 produits et obtenez une remise de 10%". Le logo Prime entraîne aussi généralement une augmentation du taux de clics.

Disponibilité des produits

In order for your products to be exposed, they must be available. It is difficult to maintain a good biological research rating without having products that are constantly in stock.

Prix (facteur direct ou indirect)

Whether the price of an item is a direct or indirect classification factor is not really important; the role of the price in the purchase decision process does not need to be explained any further. The price can be considered as a direct factor, but it can also be considered as an indirect factor because of its influence on key figures such as CTR, historical sales and return rates.

Amazon SEO et facteurs de classement indirects

Images de produits (image principale et autres images)

As we have already mentioned in relation to CTRs, product images have a direct impact on both click rates and conversion rates. A product with significant and high-resolution images can ultimately increase the number of sales.

Mode d'expédition

In my opinion, the delivery mode is one of the most important methods for classifying and optimizing sales. Products shipped via Amazon Prime benefit not only from a higher conversion rate, but also from a higher CTR, which results in a higher number of visitors and is doubly rewarded by an increased conversion rate.

Note : Dans certaines catégories, il est difficile de figurer parmi les premiers résultats de recherche biologique sans le logo Amazon Prime, car les 16 premiers résultats biologiques contiennent presque tous le logo Amazon Prime.

Avis produits / Avis

I probably don't need to insist on the importance of the tests any more. The evaluations have a direct impact on the clics and conversion rates, and can quickly turn products into winners and losers (if the evaluations are negative). The total number of evaluations does not play a decisive role, but rather has an impact on the average score.

Boîte d'achat "Buy Box"

The chat box also has a direct influence on the performance of a product, especially on the conversion rate. A product without an exchange box generally has a conversion rate that is much lower than the same product with an exchange box. For this reason, the percentage of the purchase price should be checked regularly.

Notations des vendeurs

Seller evaluations are not related to the product, but are intended to assess the basic service (e.g. delivery times, packaging and communication, etc.). For high-priced products, where the purchase decision takes longer than usual, the vendor's evaluation plays a more important role because clients often carry out research to assess the reliability of a vendor.

Contenu EBC / "A+"

Les contenus EBC et "A+" servent à mieux présenter les produits et les marques. Enhanced Brand content (improved brand content) allows you to present products that require more comprehensible explanations. This type of improved product presentation can help to improve conversion rates, and the increase in conversion rates ultimately leads to better placements in the organic classifications.

Annonces publicitaires (Amazon PPC) 

Nowadays, publicity plays an increasingly crucial role in the sale of products. It is generally no longer possible to generate sales in the first few days of a product's launch without placing advertisements on Amazon. By generating sales through Amazon advertising, sales also increase at the end of the month, the historical sales of the products improve and the products improve their organic ranking on Amazon.

Promotions / Remises

By creating promotions such as "Buy 2 products and get a discount of 10%", an additional incentive is created for clients to buy more than one item. This generally leads to an increase in the average value of orders (VMA) and an improvement in historical sales.

Prix de l'offre / Prix du revêtement

By launching temporary offers on Amazon, the probabilities of sale and purchase can be increased in the short term, which may lead to an improvement in the long-term ranking.

Insigne Meilleure vente / Insigne Amazon Choice

Products that sell more units than any other product in the same category over a specific period of time receive an Amazon Bestseller badge. Les ventes à court terme sont plus valorisées lors du calcul du classement des Meilleures ventes, puis l'insigne "Meilleures ventes" est affichée sous les cotes des produits et au-dessus du prix du produit. In addition, the Bestseller badge can be displayed in the research results pages on the main image of the product. The attribution of the Bestseller badge to a product is an indication that the CTR and conversion rates are improving. This leads to more sales, more visitors and, ultimately, an improvement in the ranking. This also applies to products that receive the Amazon Choice badge.

Amazon SEO : Optimization du classement

In addition to the multitude of indirect and direct classification factors, it is also necessary to discuss the factors related to performance and relevance. Amazon's main activity is based on transactions, and its objective is to maximize customer lifetime value. The maximization of customer lifetime value can only be achieved if Amazon's customers regularly order products via the platform and do not return them. In other terms, the probability of purchase and customer satisfaction must be optimized so that the customer's lifetime value also increases.

The levels of purchase and customer satisfaction are directly linked to the performance and relevance factors that I have mentioned. The pertinence factors aim to ensure that only the relevant products are displayed after a search term has been selected, because it is only by displaying the relevant products that Amazon can guarantee a high level of customer satisfaction and likelihood of purchase. The performance factors, on the other hand, ensure that the likelihood of a purchase is maximized once a search term has been entered. In the following sections, we examine in more detail the combinations of performance and pertinence factors.

Facteurs de pertinence

The pertinence factors guarantee that only the pertinent products are displayed after a research criterion has been checked. Mais comment cela est-il garanti ?

In principle, the search terms are verified in relation to the existing Amazon product data. For this reason, Amazon sellers must ensure that all possible and relevant search terms are registered in their product data. As we have already suggested, this requires a search by word, which I also mention in this article. Thus, even if a product corresponds exactly to what the user is researching but does not contain the specific research term, the product is not included in the results. It is also important to note that, in the case of combinations of extra-long words (mid-tail and long-tail), the words should not necessarily appear in the same order in the product data.

Par exemple : un client cherche "veste de pluie pour bébés" sur Amazon.

Imaginez qu'un produit contienne le mot-clé "veste de pluie" dans le titre. The word-clé "bébés" is not in the title, but rather in the research fields (this is explained below). Thus, even if the placement of the mots-clés is not the same, our vest de pluie fictive is indexée pour cette recherche car elle est jugée pertinente par la comparaison de mots-clés.

Recherche de mots-clés "veste de pluie" plus de 10 000 résultats

Recherche de mots-clés "veste de pluie enfant"

Amazon only displays the products that contain the specific terms you are looking for. Ce process de filtrage est une tentative de n'afficher que les produits qui sont pertinents pour le client.

However, the indexed products are not only filtered by search terms. The use of other filter functions, which are displayed on the left-hand sidebar of the Amazon office version, modifies the number of indexed products and therefore the visibility of the products.

Les fonctions de filtrage populaires et fréquemment utilisées comprennent le filtrage selon la méthode d'expédition "Prime", les couleurs, les tailles et le classement moyen des clients. In order for the products to be displayed after the research criterion has been checked and the filtration function has been used, the product data must correspond to the filtration data. For this reason, the management of your product data is indispensable and must be considered as a measure of optimization. Given that many distributors consider the management of product data as a nuisance, the distributors have the possibility to increase the visibility of their products by preserving the product data.

Amazon SEO : Optimization des facteurs de pertinence

We have examined in detail the theory that underpins the pertinence factors. We are now looking at what measures should be taken to ensure that your products are taken into account for as many mots-clés pertinents as possible.

Recherche de mots-clés sur Amazon:

A product may have several different names. Différentes descriptions d'un produit peuvent apparaître comme différents termes de recherche dans les moteurs de recherche, même s'ils sont toujours alignés sur les mêmes catégories de produits. Due to the use of different research requests in the research engines, the first step is always to research the research terms used.

In the first stage of my tutorial on researching mots-clés Amazon below, I introduce you to the practical process of research using tools that are available to everyone.

There are synonyms that need to be considered during the search for a word.

For this reason, the very first step for the research of mots-clés should be a dictionary with synonyms. Nous entrons simplement le nom de notre produit pour identifier les différents synonymes.

After identifying the different synonyms, the second step is to determine which combinations of terms are used in Amazon research. To determine the combinations, we used "Amazon Suggest", Amazon's auto-completion function. This provides us with precise and up-to-date information on the combinations of terms currently searched for on Amazon.

If you enter a product term, you will receive 10 suggestions that reflect current research trends. Currently (December 2018), for example, the most popular research term for the paillassons est "Paillasson de Noël".  Notons ensuite les autres combinaisons de termes en tapant non seulement "paillasson", mais aussi "paillasson a...........", "paillasson b........." et "paillasson c...." pour identifier les autres mots clés qui sont pertinents pour notre produit. Ainsi, nous obtenons non seulement les 10 recherches les plus populaires pour les "paillassons", mais aussi les 10 recherches les plus populaires associées aux "paillassons a, b, c, A, A, B, C ...." et ainsi de suite.

Ici aussi, nous notons les mots-clés appropriés et pertinents, que nous incluons par la suite dans notre liste de produits.

The same process is now being carried out with the synonyms, so that we do not omit any motif and can thus assemble an optimal motif defined later when optimizing the list.

Of course, there are other sources that we can use for word searches. Google, in particular, provides other high-quality data for word searches. By using the Google Keyword Planner, we can obtain precise data on the volume of searches for a word in addition to other combinations of terms. Of course, the data of Google users is not entirely transferable to the data of Amazon users, but this gives us at least one guideline that we can use to orient ourselves.

Cependant, la première étape avec Google est la recherche Google elle-même, de sorte que nous pouvons utiliser la fonction d'auto-complétion là aussi.

The same process that we have done on Amazon can now be done on Google.

Let us now comment on how we can use the Google Keyword Planner to determine the volume of searches for individual keywords. Pour pouvoir utiliser le Google Keyword Planner, certaines conditions préalables doivent toutefois être remplies :

1-Un compte Google Ads actif
2-Un compte qui a été utilisé récemment ou qui est actuellement utilisé pour Google Ads (sinon nous obtenons seulement des estimations de volume de recherche)

Pour déterminer les volumes de recherche, nous ouvrons Keyword Planner dans notre compte Google Ads sous Tools "outils" → Planning.

Keyword Planner

When the new window opens, select "Déterminer de nouveaux mots-clés", then enter our main word "paillasson". We will now obtain the number of searches per month, as well as an estimate of the competition, the estimated CPC (cost per click) and a variety of other ideas for key words.

Keyword ideasThis allows us to analyze the mots-clés that we have collected and to add new ideas to the pool of existing mots-clés (for example, I have not researched the word "tapis" on Amazon, but the mots-clés planner Google shows me this as a pertinent research term).

Now that we have found enough mots-clés, we need to divide them up between the different placements. Before we begin, let's take a look at a few rules for selecting the mots-clés.

Trucs et astuces pour la détermination et le placement des mots-clés

1. the density of the mots-clés does not play any role: for the optimization of the references produced by mots-clés, it is important to note that the repeated use of a mots-clé does not lead to an improvement of the organic visibility. It is sufficient for the word-clé to appear only once for the product to be considered relevant for the research request.

2. the terms in singular and plural are not taken into account: it should also be noted that the designation of the words in singular and plural is not necessary for the product to be identified as relevant. The simple fact of naming the word-clé, in singular or in plural, covers the term of research in the two variants.

3. foreign trade marks should not be used: when searching by word, it quickly becomes apparent that there are many search requests with a clear reference to certain brands, such as "Bosch washing machine". If you are selling a washing machine that is not from the "Bosch" brand, you should not use this term (at least not in the product list, as this can lead to legal problems).

4. use the trait d'union for the terms of research that are written separately and together: The words-clés are constamment entrés et recherchés de différentes manières. This is the case, for example, with words that are written separately or together. So that you don't have to taper the two orthographies of the word-clé, we can use the notation per word to cover the two word-clés.

Exemples :

Au lieu de "Messengerbag & Messenger Bag"" nous écrivons " Messenger-bag"".

5. notez les jours fériés, les événements et autres événements dans l'optimisation du référencement :

As we saw when we searched for words using Amazon Suggest, the most popular search term (in December 2018) in relation to "Christmas cookies" was "Christmas cookies". However, when researching mots-clés in spring and autumn, it is likely that mots-clés such as "Noël", "Père Noël" and "Nouvel An" will be ignored. Following the seasonal trends in mottos always holds enormous potential for Amazon sellers. For this reason, the holidays and events such as Christmas and Saint-Valentine's Day should be taken into account and integrated into a prestigious market.

6. orthographe avec et sans trémas conduit au même résultat

During the mots-clés research phase, you will probably also realize that the mots-clés are researched with and without trémas. The way in which the research term has been saved has no influence on the pertinence of a product, only the fact that it is included in the list.

7. les majuscules et les minuscules ne font pas de différence notable.

En outre, l'utilisation de majuscules et de minuscules n'aucune influence sur le fait qu'un produit soit identifié comme pertinent ou non.

8. les mots de remplissage ne jouent aucun rôle

The addition of words such as "for" or "at destination of" does not need to be taken into account in order for your product to be considered relevant.

9. l'ordre et la position des mots-clés n'ont pas d'importance

The position and order of the mots-clés should not be taken into account in long-tail research questions containing several words. However, it may well be that the correct order tends to lead to a better evaluation of pertinence.

Passons maintenant aux différents placements des mots-clés et aux pièges qui s'y cachent.

Titre du produit

The title of a product is without a doubt one of the most important placement options for your mots-clés. The title is also an initial source of orientation and information for potential clients. But this is only the case if the title convinces the potential client that the product corresponds to the services desired and the user clicks on this research result.

Amazon has very specific requirements for the design of its product titles. Les exigences diffèrent selon la catégorie de produit. La longueur admissible du titre du produit varie en fonction de la catégorie de produit. For example, the titles of products in the category "Vêtements" must not exceed 60 characters for products for parents and 150 characters for products for children. You will find here the different style guides for the product categories.

In addition, the way in which a title must be structured is determined by the style guides and these must be followed as closely as possible in order to avoid the deactivation of any product.

Notes sur la conception de titres de produits de haute qualité :

→ Les lettres initiales doivent être en majuscules.

→ La longueur générale de 200 caractères ne doit pas dépassée (et certaines catégories exigent des titres plus courts).

→ Les chiffres doivent être représentés dans le titre sous forme de chiffres, et non écrits.

→ Les déclarations publicitaires doivent être évitées (ex. Prime, Bestseller, etc.).

→ Dans la version mobile ou app, le titre est raccourci dans les pages de résultats de recherche en raison de la petite taille de l'affichage.

It is very difficult to make general declarations on the title of the Amazon parfait product because the information differs considerably depending on the category. In certain categories, for example, only the parent title and not the child title is displayed on the search results pages of the variant products. As a result, the Amazon specifications must be carefully evaluated before creating the title of the product.

Attributes / Puces

Habituellement, il y a cinq attributs ou puces par produit qui peuvent être définis pour le produit respectif. However, in certain product categories, more than cinq standard attributes can be displayed. The attributes serve to summarize the essential properties and the real advantage of the product for the client in the most essential words. Due to the important space, the attributes are certainly perfectly adapted to the mise en place of mots-clés. The placement of the mots-clés in the attributes does not play any role. However, the attributes should not be used in bad faith to mention the words in passing. As usual, the text must first be written with the client in mind, and it is only at the next stage that the placement of the research terms must be considered.

Les composants et le caractère unique du produit doivent être représentés dans les attributs supérieurs.

Commentaires sur la conception d'attributs de haute qualité :

→ L'incorporation de caractères spéciaux doit être évitée.

→ Aucun nom de numéro de téléphone ou d'URL de votre propre site Web ne doit être mentionné.

→ In the mobile view, only the first three points are visible at first glance, so they must contain the most important information.

→ N'écrivez pas une constitution de romans : Les textes plus longs ne valent pas mieux que les textes plus courts. The length of each passage must be determined using the values indicated in the style guides. In many categories, a length of 15 mots is recommended.

Mots-clés généraux / mots-clés backend

Each product on Amazon contains a champ pour les "termes de recherche généraux". In this champ, each Amazon seller must include the most important terms that do not yet appear in the title or attributes.

It is no longer possible to enter an infinite number of mots-clés, because the maximum current length of mots-clés that can be entered is 249 octets. If the number of octets is exceeded by entering too many mots-clés, none of the mots-clés entered will be taken into account. When calculating the number of octets, the blancs have also been taken into account. In order to reduce the number of octets, the special characteristics must be eliminated.

De même, dans les termes de recherche généraux, les mots de remplissage ne doivent pas être utilisés car ils n'ont aucune pertinence et ne font que réduire le nombre d'octets disponibles.

Description du produit

The product description is one of the most frequently neglected elements of a product list, even if, of course, it is very important when making a purchase decision. Especially because of the maximum of 2,000 characteristics, the product description is the component of a list that contains the most information.

Opinions differ on the way in which words are indexed and evaluated in product descriptions. In a number of examples, we have noticed that the individual words in the product descriptions did not lead to an indexation of the product. On the other hand, the long-form research requests that appeared in the product description were indexed.

For this reason, the description of the product plays a clearly subordinate role when it comes to adding words and, for this reason, the most important words must be included in the titles, phrases or general research terms.

However, the product description should not be neglected because, despite the limited number of words, it can play an important role in the purchase decision. In addition, the product description is displayed in the mobile view before the attributes and is therefore the first textual component of the product that a client sees in the mobile version.

Contenu EBC et & "A+"

Le contenu de marque étendu (Enhanced Brand Content pour les vendeurs et "A+" pour les vendeurs) n'entraîne aucun classement supplémentaire suite à la saisie de mots clés, car le contenu de marque étendu n'est pas indexé par Amazon. This is the reason why we do not continue to carry EBC and "A+" content.

Amazon SEO : Facteurs de performance

Once the Amazon search algorithm has determined the relevant products for the respective search request, the second step consists of determining the order of the products displayed. In a second step, the order of the products is determined on the basis of performance factors, which I will explain in more detail below.

Utilizing its performance factors, Amazon strives to present products with the highest probability of purchase in order to maximize the value for the customer. For this reason, the conversion rate naturally plays a decisive role in the placement of the products in question.

Taux de conversion :

We have already observed that the conversion rate is a direct ranking factor in the Amazon Ranking Factors section. Maintenant, bien sûr, les questions suivantes se posent :

1 Comment le taux de conversion d'Amazon est-il déterminé ?

2 Comment le taux de conversion sur Amazon peut-il être influencé ?

3 Comment Amazon détermine le taux de conversion ?

The basic definition of the conversion rate is as follows: "The conversion rate is the ratio between the number of unique visits and the number of desired conversions". Applied to Amazon, this means the number of purchases made divided by the number of unique visits. A unique visit on Amazon begins with the visit of a detailed page of a product and ends 24 hours after the visit of this detailed page of the product.

What measures can be taken to positively influence the conversion rate?

Images of the products

High-quality images that show the product from as many different angles as possible tend to have a positive effect on the conversion rate of a product. If new product images are taken for an Amazon list, it is important to ensure that the longest side of the image has a minimum resolution of 1000 pixels and the shortest side has a minimum resolution of 500 pixels, because this resolution allows the product images to have the zoom function.

2. cote d'évaluation

Experience has shown that the average price of a product has the second strongest influence on the conversion rate, after the inclusion of significant images. The average cost of a product is also at least as important as the number of quotes.

3rd prix

The price directly influences the conversion rate. However, it is important to note that the price of a product must be taken into account - not only when comparing prices with other products in the same category, but also with the USP (unique selling proposition) or the characteristics of the product in question. Consumers of organic products, for example, are generally willing to accept a higher price than for products without an organic label.

Other companies offer components that influence the conversion rate:

Services d'expédition (Expédition primaire, frais d'expédition, temps d'expédition)

Quality and quantity of data on the products

Notations des vendeurs

Tarifs des offres et promotions

Nombre de produits actuellement disponibles

EBC et contenu "A+"

Performance commerciale du produit

The frequency of sales of a product in relation to competing products in its category naturally has an important impact on the organic classification of a product. As a result, in principle, products that are sold more often than others generally have better organic classifications.

What are the measures to increase the frequency of sale of a product?

Campagnes publicitaires Amazon (campagnes de produits sponsorisés par Amazon, marques sponsorisées et publicités d'affichage de produits)

The first and best way to increase sales of a product, both in the short and long term, is to use Amazon publicity campaigns. Les campagnes de produits sponsorisées par Amazon sont disponibles pour tous les vendeurs Amazon avec un tarif vendeur professionnel. Grâce au placement de campagnes de produits sponsorisés par Amazon, les publicités sont affichées dans les pages de résultats de recherche et sur les pages de détails des produits. The facturation is done by click.

En plus des campagnes de produits sponsorisés, les vendeurs Amazon avec une marque enregistrée peuvent lancer des campagnes de marques sponsorisées, qui sont affichées exclusivement dans les pages de résultats de recherche.

It is also possible to organize product display campaigns. At the moment, however, this publicity format is only available to suppliers.

2nd Offres Flash

Les offres Flash sont des promotions temporaires qui peuvent peuvent trouvées sur la page des offres Amazon pendute toute la durée d'une promotion. The creation of a flash offer is subject to a minimum rate, which is generally the equivalent of around €35 per product. Thanks to this additional visibility, additional sales can be generated that would not have been possible without a flash offer.

3. pages d'offres

Another way to increase the sales of your product in the long term is to use the pages of offers such as MyDealz. However, you must ensure that you follow the instructions on the pages. In addition, make sure that your advertised offer is really a good offer - the submission of less attractive offers on a regular basis quickly attracts people.

4. sources externes de visiteurs payants

Of course, there are other publicity options that can be used to increase sales. Google and Facebook are clearly in the spotlight, because together they form a duopoly in the digital advertising market. By placing Google Ads campaigns, which are similar to Amazon's publicity campaigns, you can increase your publicity in response to specific research requests in order to attract the attention of new potential clients to your Amazon presence. Facebook can also be used to address existing and potential new clients.

5. pages affiliées d'Amazon

In addition to Amazon, a number of niche sites have been established over the past 10 years, focusing on one product category and aiming to establish themselves as consultants through blog entries and detailed videos. Some of these sites attract several centaines de milliers de visiteurs per month. Thanks to the placement of a product on relevant affiliation sites such as these, it is possible to give your own products a new boost in sales.

6. Instagram et Pinterest
The two main image platforms Instagram and Pinterest are ideal for developing your business. Tous deux jouent un rôle crucial dans le marketing mix pour de nombreux détaillants en ligne. Pinterest in particular, which allows you to connect to external platforms, can be used with a minimum of effort to increase sales. For the two platform forms, the simple uploading of product images is not enough to ensure success.

7. marketing d'influence
This is probably the most significant marketing trend of recent years. By cooperating with people who have a specific audience on social media, via platforms such as YouTube and Instagram, your products can be presented to a new public. Most of the work in this area is dedicated to research and communication with influential people. It is not necessary to underestimate the costs of cooperation, including the immediate delivery of the product. It should be noted that the effect of sales can also be monitored, among other things, by the availability of codes for purchase orders.

8. taux de clics

Another important performance factor is the number of clicks for a product based on the organic results on the research results pages. This means that the more clics your product receives compared to the competition, the better its position in the organic ranking. The number of clicks reflects the relationship between the number of clicks and the number of impressions in percentage terms. Unfortunately, there are no indicators on Amazon that represent the number of clicks for your own products (with the exception of publicity).

Of course, there are also measures that can be taken to increase the number of clics.

Amazon SEO
But first of all, let's ask ourselves the following question: what information products are displayed on Amazon's search results pages when people decide to click on an article?

As can be seen in the graphic, the following information is always displayed on the research results pages.

Image principale du produit

Titre du produit

Prix du produit

Badge "Choix d'Amazon" et Meilleures ventes (bestseller)

Nombre de notations et notation moyenne

Logo Prime

Référence à une campagne publicitaire

Affichage des coupons

Information de livraison étendues (date de livraison, etc.)

En adaptant ces informations, le nombre de clics sur votre annonce peut être augmenté. A significant product title can be retraced as far as mobile devices, and a clear product image, the Amazon Prime delivery method, and the display of publicity campaigns such as "Buy a product, it's free" can rapidly increase the number of clicks and improve organic placement.

Les badges "Amazon-Choice" et "Bestseller-Badge" ne sont malheureusement pas directement influençables, mais ils ont un véritable effet sur le taux de clics.

Conclusion : Facteurs de performance

The key performance factors are sales, conversion and click-through rates. Now that your product lists have been optimized to contain all your relevant keywords, the list must be optimized to increase the probability of clicks and sales. In addition, it is only by focusing on additional performance factors that it will be possible in the long term to display your product on the first pages of the Amazon search results.

Foire aux questions concernant le SEO sur Amazon :

Puis-je obtenir un bon classement organique sans évaluation des produits ?

In the majority of cases, this is not possible. This is not due to the lack of product evaluation, but to the lack of social data and to conversion and clip rates that are lower than those of comparable products that have a product evaluation.

How much time does it take to see the results?

Unfortunately, it is not possible to answer this question in a precise manner. However, optimizations on Amazon tend to lead to successes and results much faster than Google referencing. The optimization of mots-clés in product listings can be achieved relatively quickly, which is ultimately rewarded by increased visibility and more sales. The results can be consulted a few days later by checking the research terms again.

Amazon inflige-t-elle des sanctions si les directives ne sont non respectées ?

Yes, and these are just as varied as the marketplace itself. If the directives are not respected, this can lead to the inactivity of the products and prevent them from being sold. Another measure regularly implemented by Amazon is the suppression of product evaluations when Amazon suspects that they have been carried out in a non-natural way.

I buy several similar products on Amazon with descriptions of items that are partially similar and identical. Amazon a-t-il un problème avec un contenu dupliqué comme Google ?

Chez Amazon, vous n'avez pas à vous soucier du duplicate content. Il est naturel que les variations de produits se chevauchent dans le contenu.

Tobias Dziuba

My name is Tobias and I am the founder and managing director of the Amazon agency Adsmasters GmbH based in Düsseldorf.

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