Amazon’s search traffic accounts for 80% of orders (with bonus at the end of the article)

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Yesterday I shared the sources of traffic within Amazon and analyzed the sources of traffic within the site. Basically 80% of Amazon’s traffic comes from within the site, so we must make good use of the traffic within the site.

You can see this article here:

Amazon's internal traffic entrance, see which one you don't know yet

So, how can we make good use of this traffic? This is what I will bring to you next. Today, let’s talk about search traffic , which is the most important source of traffic on Amazon. According to Amazon’s official statistics, search traffic accounts for 20% of Amazon’s traffic sources, but brings 80% of orders, which is in line with the 28th law.

In keyword search results, the number of natural ranking positions is far greater than the number of advertising positions, so keyword natural search traffic also occupies a larger share of search traffic.

Another benefit of ranking high in the organic ranking is that it can reduce huge advertising expenses. Clicks on the organic ranking position will not generate any CPC advertising fees. Therefore, the best state for every Amazon seller to operate a product is to hope that all the keywords of their listing can be ranked on the homepage of the organic ranking position. This is also one of the best states that a listing can achieve. So what factors will affect the level of organic ranking?

There are many factors that affect the natural ranking, including click-through rate, sales volume, product price, number of reviews, product ratings, bestseller logo, product price, etc. However, the most decisive factor influencing the natural ranking is naturally the sales volume of each keyword.

It is not the overall sales of this listing, but the sales of each keyword.

For example, the natural ranking we are talking about is actually the aggregation of the natural rankings of several keywords. Some sellers asked me why their listing keywords were ranked on the homepage, but there were still only a few orders per day.

In fact, through my understanding, I learned that only a few of his keywords were ranked on the homepage, and they were not the main keywords. His listings for more big words and precise words were still ranked outside the 5th page. This means that he did not fully understand the meaning of natural ranking position.

If your listing has received a few orders for a long-tail keyword, it can basically maintain a stable position on the homepage of the keyword search results for a certain period of time. As for those big keywords with fierce competition, continuous and large orders are required to maintain the golden natural position on the homepage.

This is why the more products many super big sellers sell, the more fake orders they receive. In order to maintain their position on the homepage and keep the hard-earned bestseller badge, increasing the sales of this keyword is the only way.

When the sales volume of each keyword is the same, the A9 algorithm will incorporate other comparison methods, such as the click-through rate, sales volume, product price, number of reviews, product rating, bestseller logo, product price, etc. mentioned above.

Therefore, the most effective way to improve the natural ranking position is to find ways to increase sales. If the sales of the listing under the A keyword search are improved, then the natural ranking of this listing in the search results of A keyword will also be greatly improved.

Practical operation:

1. In terms of listing presentation, do everything possible to optimize it to the extreme.

When releasing products, sellers must collect and organize keywords related to the products as much as possible, and apply these keywords appropriately in the listing details (including picture naming, title, ST keywords, five-element characteristics, product description, etc.), because each keyword is a seed of traffic. The more seeds there are, the more traffic can be imported.

Of course, the keywords used by sellers when releasing products must be relevant to the products. Irrelevant keywords will only introduce invalid traffic, which will cause a decrease in conversion rate and have a side effect on operations.

On the other hand, because buyers and sellers have different perceptions of products, sellers are often more familiar with the products than buyers, which will cause some of the sellers' expressions and understandings of the products to exceed buyers' understanding. This super-level expression may not necessarily bring effective traffic.

Therefore, when choosing keywords, sellers must learn to think from the perspective of the buyer and choose words from the buyer’s standpoint.

2. Optimize keywords

There are many ways to find keywords. Here we recommend Helium 10's Cerebro (paid) or SONAR (free)

Through Helium 10, you can reverse query the ASIN keywords of competing products, and you can also see all the Amazon choice keywords of the product, which are all worth referring to.

SONAR is also very useful . It can find long-tail words and reverse-check ASIN. Choose keywords with high search volume, because high search volume proves high demand. Link:

http://sonar-tool.com/zh/

3. Use keywords outside the website

Method: Use tools to create keyword short links , and place discount orders outside the site. When the keyword is clicked and converted more, its search ranking will naturally be in the top few on the homepage.