Outmaneuver Amazon’s SEO with 3 Easy Steps
Going up against Amazon can make anyone feel like David facing down Goliath. Even if your goal isn’t to slay the fearsome giant, it seems impossible to outmaneuver the platform’s marketing team. That’s for good reason, too. Unlike the vast majority of small businesses, Amazon has a marketing budget of over $7 billion per year.
With the kind of brand expansion and trust-building that this amount of money brings, it’s only natural that Amazon’s pages find their way to the top of most SERPs.
Even still, you shouldn’t count yourself out of the fight before it’s even begun. There are ways to compete with Amazon SEO for the top spot on a SERP. If you carefully craft your SEO and actively engage with your consumer audience, your smaller brand can seem more intimate, more personal, and more trustworthy than e-commerce’s infamous Goliath.
So, how do we get started?
1. Build a Keyword Theme
You’ve already got keywords that you utilize in most of your content. However, do you have a keyword theme? When you research affiliated keywords that match with your primary product, you start finding offshoots of your term that you can sprinkle into your work. This variety makes your content seem more natural.
Why does it matter, though?
It matters because no two people type a search into Google the same way. When you start diversifying your keywords, while also centering them on a core theme, you ensure that your content can reach a broader audience.
You should also ensure that keyword difficulty is taken into consideration. Use Google Analytics to discover which of your various keywords draws in the most traffic. Once you’re able to identify a trend, you can better craft your content around those keywords and their synonyms.
2. Let People Know Who You Are
If snippets are the way of the future, platform boilerplates are SEO hotbeds as old as time. Your “About Us” page is a criminally underused, snippet-esque piece of content that you need to leverage if you want to outfox Amazon SEO.
Keep your boilerplate under 150 words, and create an even shorter version of it that tops out at 140 characters. In this limited space, you need to define what it is you do, what you sell, and what your business’ ambitions are. When you pair this information-rich content with your aforementioned keywords, you can see your boilerplate start to appear not only on more SERPs, but also on niche directories guiding consumer attention.
3. Partner with Content-Rich Platforms
You won’t be able to garner consumer attention if you’re linking willy-nilly. Research your potential link partners in advance. The more niche you are with your links, the better. While platforms such as Forbes or the Washington Post will lend your page social credit, niche platforms allow you better access to an interested consumer audience.
Don’t let Amazon’s reputation keep you from aiming for the top spot on a SERP. Goliath may look big, but as long as you’re intentionally utilizing your SEO elements, you’ll have a chance of keeping up with him.
Image attribution: tadamichi – stock.adobe.com