Search engines dominate our Decision making when shopping on the Internet - whether it's the classic Google search or the search on marketplaces such as Amazon is. With every search engine, the first search results receive the majority of attention and are therefore significantly more successful than results in positions 3 to xx. In recent years, shopping behavior on the Internet has also changed. Just a few years ago Top placements is the most important factor for Google to generate organic sales. However, since the organic Google rankings While the search engine used to generally include Amazon results, our search behavior has shifted away from Google and more towards direct searches on Amazon. For example, 52 % of American online shoppers now start their Product research on Amazon; in Germany there are also already 34 %. To ensure that retailers and brands continue to benefit from the increasing eCommerce growth can benefit from this, they should start working on optimizing the Product listings on Amazon and thus do justice to the shift in search behavior.

In this article, I present the differences in optimizing for Google vs. Amazon.

Amazon SEO vs. Google SEO: User experience as a ranking factor

The goal of every Search engine is to display the best results for users as far up front as possible. Because only if users are satisfied with the search results will they continue to use the search engine in the future - and only in this way can search engines ensure that advertising revenues (Google AdWords, Bing Ads, Amazon Sponsored Products) increase. Determining the "best results" varies in complexity depending on the search engine in question. For example, determining the user experience as Ranking factor on Google and all other horizontal search engines is significantly more complex than with vertical search engines such as Amazon.

There are numerous KPIsthat have a horizontal search engine how Google can consider user experience metrics (bounce rate, returning visitors, average session duration, etc.). Depending on the search intention (information-oriented, transaction-oriented & navigation-oriented search queries), the appropriate KPIs for determining the user experience differ significantly. Even the view that, for example, a short dwell time generally indicates a better User Experience cannot be confirmed in practice.

On the other hand, vertical search engines such as Amazon have a clear advantage in determining the user experience. For example, if a user searches for "iPhone 7 phone case" on Amazon and then places an order, Amazon receives feedback that this product is relevant for the respective search query. This means that Amazon can determine the right product based on the individual keyword. Click-through rate and Conversion rate can determine the user experience much more quickly and easily than Google. For this reason, the user experience also plays an important role in the Amazon search engine optimization significantly more important than Google. 

Search intent on Amazon vs. Google

Before every sophisticated SEO strategy the first step is extensive keyword research. In conventional search engine optimization, we differentiate between

1.information-oriented search queries

The focus here is on answering a problem or question.

2. transaction-oriented search queries

The aim of the search query is to make a purchase or compare products.

3. navigation-oriented search queries

Here you search for a destination or a person (e.g. Adidas shoes Zalando)

With the Keyword research For Google, all three search intentions are and were generally taken into account. For the Keyword research on Amazon on the other hand, information-oriented & navigation-oriented search queries have no significance, so that keyword research is largely limited to Synonyms and product features. Search queries on Amazon are therefore much more product-specific compared to search queries on Google (e.g. necklace with engraving). Google searches, on the other hand, tend to be more category-specific (e.g. gifts for women).

This also has an impact on the length of search queries. Amazon usually receives Short head & body keywords are used, so long-tail phrases (e.g. questions) hardly ever occur. In contrast, long-tail keywords play an important and significant role in Google searches.

Keyword density: Amazon SEO vs. Google SEO

The frequency of a keyword (Keyword density) on a page has become less important for Google optimization in recent years. Nevertheless, the natural repetition of keywords on the page (headline, title, alt attributes) has a direct influence on the Organic position in the search results pages. Too frequent use of keywords can even lead to the respective subpage disappearing from the Google index. As a rule, it can be said that the keyword density should not exceed a value of 3.5 %.

When optimizing for the Amazon search In contrast, the keyword density has no direct influence on the organic ranking. If the product listing contains the keyword in question at least once, it is considered a relevant result for Amazon and is therefore included in the keyword-specific index. The increased use of a keyword therefore leads to not to an improvement in the ranking.

Desktop vs. mobile index

Google is known for its regular search algorithm updates (Panda, Penguin, Hummingbird etc.). Recently, Google announced that it will now use two different search indices to rank search results on mobile devices and Desktop devices even better. For example, the search results for a Google search differ depending on whether a desktop PC or a smartphone was used for the search. In the search results on Amazon, on the other hand, there are no differences in terms of the use of a desktop PC vs. smartphone.

Paid search: Google vs. Amazon

The classic Paid search channel ("Google AdWords") has none Influence on the organic search results on Google. Whether you activate Google AdWords or not, your organic results will not improve or deteriorate as a result.

However, the situation is different when placing Sponsored Product campaigns on Amazon. The Amazon algorithm can be divided into two parts:

1. relevance factorsDetermine which products match the respective search query.

2. performance factorsIdentification of the relevant products with the highest probable purchase probability.

The expected purchase probability is determined by the keyword-specific conversion rate and click-through rate as well as the total sales in the past.  This leads to sales being generated through the placement of sponsored product campaigns, which are ultimately a direct ranking factor.

Offpage SEO: Google SEO vs. Amazon SEO

Google has been revolutionized by the search algorithm based on backlinks (keyword: Pagerank). Although the sheer quantity of backlinks for organic rankings has become less important in recent years, the desire of a Linkless rankings still a long way off. Backlinks will continue to play an important role in achieving the best organic rankings on Google in the future.

In Amazon optimization, off-page factors play a fundamental role. none role. Therefore, the generation of backlinks alone does not help to improve the organic ranking. However, if purchases are made via a link (affiliate link or backlink), it will ultimately also lead to a Traffic increase come.

Meta keywords vs. backend keywords

The Meta keywords have no influence on the organic Google ranking, as every online marketing practitioner should know. For this reason, there is no plausible reason why meta keywords need to be optimized. However, this does not apply to Backend keywords of Amazon listings, which are often also referred to as Amazon meta keywords. The backend keywords belong to the Optimization of Amazon listings are among the most important rankings and should therefore be optimized regularly. As backend keywords are not a mandatory field, many retailers do not take advantage of this optimization opportunity.

Google Search Console vs. Amazon

Google offers us online marketers a multitude of great Analysis solutions. The Google Search Console is the most important tool solution to optimize the SEO success to measure and optimize. For example, you can find out for which search terms our site generates the most visitors or which other sites link to your own site. In addition, a lot of other information is provided that can help with the Search engine optimization are very helpful. The analysis tools that Amazon provides to sellers, on the other hand, are still very limited. You only get information about how often a product listing has been viewed, but no detailed insights into the search queries used by visitors and buyers to get there. Overall, it can be said that the In-house analysis tools Amazon are still in their infancy and will hopefully be expanded in the near future.

I hope that my contribution Amazon SEO vs. Google SEO.