Amazon SEO vs. Google SEO: Key Differences Every Seller Must Know

If you're trading in your Google SEO strategies for Amazon's A10 algorithm, brace yourself for a whole new ball game. I've seen sellers make this mistake countless times, thinking they can copy-paste their Google tactics over to Amazon. But here's the thing: Amazon is a different beast altogether, and understanding its unique quirks can be the difference between sinking and swimming.

The Core Difference: Intent

Let's get straight to the heart of it. Ever wonder why some listings convert at 15% while others struggle at 3%? The answer often lies in understanding user intent:

• Google users: They're like digital explorers, seeking information, answers, and yes, occasionally products, but it's not their main agenda.
• Amazon users: These folks are in full shopping mode. They've got their virtual wallets out and are ready to hit "Buy Now."

This user intent means Amazon's algorithm is laser-focused on one thing above all else: predicting which products will sell. And that changes everything about how you should approach your SEO strategy.

Key Differences in Ranking Factors

1. Conversion Rate vs. Authority

When it comes to Google, you might be used to stacking up those backlinks and building your domain's authority. It's all about who you know, or rather, who's linking to you. But on Amazon, it's a whole other story.

Amazon's A10 algorithm is obsessed with conversions. It's like a sales-obsessed coach, constantly asking, "How many units did you sell today?" If a product doesn't convert well, it doesn't matter how optimized your listing is; it's going to sink.

Take a product like a stainless steel water bottle. On Google, you could rank well by having an informative blog post linked by several high-authority sites. But on Amazon, if that bottle isn't flying off the digital shelf, your rank will plummet.

2. Content Length

Google loves a good read. The more comprehensive, the better. Articles stretching 1,500 to 3,000 words can often be a sweet spot. But Amazon shoppers? They're not here for a novel.

Amazon users are skimmers. They want to see the benefits, and they want them fast. Bullet points should be quick, benefit-focused, and easy to digest. If you're writing essays in your product descriptions, you're doing it wrong.

Think of it this way: A customer browsing for a Bluetooth speaker on Amazon is not interested in a 2,000-word treatise on the history of sound technology. They want to know if it pairs easily and sounds great.

3. Keyword Placement

With Google, you might be accustomed to peppering keywords throughout headers, meta descriptions, and alt tags. Amazon, however, has a different hierarchy.

On Amazon, the title is king. Keywords in your product title carry significantly more weight than those in bullet points or product descriptions. So, if you're selling a 'ceramic coffee mug,' make sure those exact words hit the title.

I've seen sellers tweak a title and see conversion rates jump from 5% to 12% overnight. It can be that powerful.

Amazon-Specific Ranking Factors

Now let's dive into what makes Amazon's A10 tick. These are the factors that can make or break your product's success on the platform.

Sales Velocity

Sales velocity is like the heartbeat of your Amazon product. It's how many units you sell per day, and it's a mighty strong signal to Amazon's algorithm. The more you sell, the more Amazon thinks, "Hey, this product is popular, let's push it up the rankings."

This creates a "rich get richer" effect, where products that already rank well continue to do so because they get more visibility , and more sales.

External Traffic (New in A10)

Here's a twist: unlike the older A9, Amazon's A10 rewards you for driving external traffic. If you can bring Google users over to Amazon and they make a purchase, your product gets a big thumbs up from the algorithm.

I've seen brands successfully use Facebook ads to drive traffic and boost their Amazon rankings significantly. It's a strategy worth exploring.

Seller Authority

Amazon is now looking at your overall seller profile more closely than ever. Your account health, feedback score, and selling history play into how your products rank.

Maintaining a clean account with positive feedback can give you that extra edge. Think of it like building a good reputation in the neighborhood , it matters.

Price Competitiveness

Amazon is all about offering competitive prices. If your product is priced significantly higher than similar items, you might see your rankings take a hit.

It's all about finding that sweet spot where you're competitive but still making a profit. Easier said than done, right?

Measuring Success Differently

Let's talk metrics. If you're used to Google, you're probably tracking things like organic traffic, keyword rankings, and backlinks. But on Amazon, the game changes.

Google SEO metrics:

• Organic traffic
• Keyword rankings
• Domain authority
• Backlink profile

Amazon SEO metrics:

• Sales rank (BSR)
• Unit session percentage (conversion rate)
• Organic keyword rankings
• Search Query Performance data

On Amazon, sales rank or Best Sellers Rank (BSR) is a clear indicator of how well your product is performing compared to others. It's a crucial metric to keep an eye on.

Conclusion

Amazon SEO and Google SEO might share some surface-level strategies, but underneath, they're worlds apart. Amazon's A10 algorithm isn't just a search engine; it's a sales prediction engine. Everything it does is aimed at showing products most likely to convert.

So, focus on conversion. Optimize your listings for buyers, not just search engines. Keep an eye on your pricing, never let your stock run dry, and bring in traffic from outside Amazon whenever you can. And remember, what works on Google often doesn’t translate to Amazon success.

Ready to take your Amazon strategy to the next level? Check out our AI Creative Studio or learn more about Amazon SEO. If you're new here, why not sign up and start optimizing today?