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Why You Need Product Ranking ?

When A Castomer Coming To Amazon and Surch Keyword .Then They Are Showing Amazon First Page .When Castomer are Looking Your Product First Page So Castomer Vew Your Product and Order First.

How much does SEO cost? It’s the proverbial, “How long is a piece of string?” question. And if you think about it, this is not without good reason. SEO is not as easy to nail down as, say, sending out a direct mail campaign to 100 recipients. In some ways, it is not always as easy to measure, as many marketing activities may impact organic search traffic.

The cost of SEO is also directly related to the potential rewards. Ranking nationally for a highly prized keyword that may be £10 per click in AdWords will have far more costs associated with it than ranking for a locally oriented keyword. But even on a local level, there can be huge variability — and whether you want to rank in a state, county, city, town or micro-area like a borough or village will influence how difficult this will be. This, of course, influences the price of SEO for your unique situation.

In this post, I am going to look briefly at the benefits of organic search via SEO to better frame the question, how much does SEO cost? My goal here is to help you make an educated decision regarding how much you should be investing and how you measure results.

Whether you are a local business, small business, national business or even international business, I hope this guide will help you determine what your investment should look in organic search.

SEO prices: What determines cost?

SEO pricing has to consider the following variables:

• Situation. Where are you currently?
• Objectives. Where do you want to be?
• Timeline. How fast do you want to improve?

Only by looking at these three elements can any agency calculate how much SEO should cost for your business.

Let’s consider the following example:

• A local business site currently ranks in the 12th position for their main target keyword (and variations thereof).
• Competitors on first page have more links and higher authority metrics.
• Competitors have invested more in local SEO.

With this information, some metrics can be determined:

• An approximate amount of links
• An idea of how much work is needed on the local SEO front
• A rough timeline to achieve this

By analyzing a client’s current situation, understanding their objectives and determining the required timeline, we can calculate a price. There are lots of variables here, and we don’t always know what our competitors are doing, but an attempt should be made to calculate the level of work required and subsequent price.

And of course, the industry will in part determine costs. If you make $100 from a new customer, you can expect to pay less than if a customer is worth several thousand dollars. The marketplace, to some extent, regulates price (assuming the work is done properly). It is all about return on investment.

The last variable is maintenance and keeping your flag flying once visibility has been achieved. SEO is a moving target. You step up your game, and the competition does the same. It’s tough, and the best approaches need to be tailored to the unique situation and goals of the business.

High-quality SEO vs. cheap and nasty

Which brings us to the other key variable here: quality. A little story here may help illustrate the qualitative issues that still abound in the SEO industry.

This week, a local PPC client of ours called us up and detailed a sales call they had received from a local SEO firm. This firm was trying to sell them SEO and detailed the process that they would use to build backlinks. The gist of this process was to find relevant websites that had expired, buy those sites, and then place content on them that links to the target site.

  

Optimizing products to rank in Amazon's marketplace is very different compared with optimizing for Google, Bing or Yahoo, according to CEO Casey Gauss, 24, cofounded Viral Launch, a 23-person company based in Indianapolis.

"Sometimes the specifics on Amazon are counterintuitive to business logic," Gauss said. "Marketers don't realize that recognizable national brands could grow much easier on Amazon if they just put in the same effort that smaller private-label brands do."

Marketers from major brands typically think their brand power will drive sales on Amazon, so they don't optimize product listings and run campaigns in the marketplace as they would on Google, Bing or Yahoo search engines, he said. Their lack of knowledge and willingness to put in the effort creates a huge opportunity for third-party sellers to come in and dominate the space.

What Amazon is not ?

Amazon is not Google. Yes, there are similarities to Google in search. But Amazon is a selling marketplace and Google is a search engine. Philosophically, and practically, they are worlds apart.

Nonetheless, we can (and should) use our Google information on Amazon. Keywords and key phrases provide insight into consumer behavior, and, in that respect, Google is your biggest marketing ally.

The behavior of search doesn’t change because of the platform. It is important to know your keywords and Amazon gives us far more opportunities to use them.

Unfortunately, Amazon does not have a keyword tool. We have to use Google’s AdWords Keyword Planner to generate our high-traffic keywords on Amazon.

 
                                       

Testing keywords on Amazon

Amazon gives us clues to how valuable a keyword is. Amazon does it right in the search bar. Luckily, unlike Google, Amazon is not saving my searches. So once I begin to search, Amazon is showing me the valuable search terms. To reinforce that it isn’t saving my search history, I logged out.

My NuPeptin brand is anti-aging skin care products. I will use it as an example. Using the AdWords Keyword Planner, I know that “Anti-aging” is a popular search phrase on Google.

Once I begin to type “Anti” in Amazon’s search bar, I see the valuable search terms. When I complete the word “Anti” I see: “Anti-aging” at the top of the list with the hyphen; “Anti aging skin care kits” (no hyphen); and “Anti-aging serum.”

For those to appear befor

Using keywords on Amazon

When setting up an item on Amazon, you can use up to 250 characters in the name, depending upon the category. Use them all to make the most of this valuable keyword real estate.

The “Beauty” category allows 200 characters. Here’s how I set up one of my product names.

NuPeptin Renewing Retinol Serum – Anti Aging hydrating formula to help reduce the appearance of fine lines & wrinkles while intensely nourishing skin. This Anti-aging serum works for all skin types

Notice that I have “Anti Aging” in the name of the product with and without the hyphen.

And now, to compare, here’s a competitor’s product name.

SkinMedica Retinol Complex 0.5, 1 Ounce

In reality, this competitor is successful. But it’s not because of its keywords. It’s because of the competitor’s strong brand. But, on Amazon’s marketplace, a startup brand, such as NuPeptin, can overcome the larger brand by focusing on small things like the product name. I don’t currently have as many sales as my competitor. But I will in a year.

The other key areas for ranking highly in Amazon’s search results are as follows.

• The bullet points under each product. Use as many as you can and make them keyword rich.

• Images. Amazon allows up to 10 images. Use this opportunity to create images with text that point out features and benefits.

• Product description text can be up to 2,500 characters. Use them all. Make the description keyword rich and focus on a problem and (your) solution.

• Brand Registry. If you own the brand, make sure you protect it by setting it up in Amazon’s Brand Registry program.

      

   

    

How To Rank on Amazon

Amazon on the other hand uses a variety of visibility engines including:

• Search ranking;
• People who bought this bought that;
• Top 100 sellers in product categories; and
• Based on your previous browsing history.

Given this complexity, it becomes much more difficult to determine how to rank on Amazon. In order to do so, you need to isolate one ranking methodology from the others so you can observe its effects.

This is exactly the approach used by Ripen eCommerce in their groundbreaking study, “Amazon SEO research study – inside Amazon’s search engine”, a deep dive into Amazon’s search ranking factors.

“We poured over more than 746,500 search results for 16,930 keywords, looked for correlations between those data points, and tried to determine what factors appear to improve a product’s search ranking,” says David Rekuc, Ripen’s marketing director and the head of the study. “Much like traditional SEO, we found several factors influence search results on Amazon, and optimization has a compounding effect.”

So, how do you rank on Amazon? Using the findings of Ripen’s study, we’ve compiled the following guide and explained how to rank on Amazon.

What’s Not in This Guide

Before moving on to the guide, it’s important to note what factors were excluded from the study and thus from the guide (click here to learn why each was excluded):

• Reviews;
• Search terms;
• Target audience; and
• Platinum keywords.

After speaking with Rekuc, we also learned that the study:

• Focused solely on physical products (including books), not digital;
• Excluded all visibility engines except search ranking; and
• Determined rank exclusively by using the default search sorting method, relevance rank.

How to Rank on Amazon: The Guide

Ripen’s study focused on identifying the correlations between specific product listing details and search rank on Amazon. Based on these correlations, we’ve created a guide that will teach you how to optimize your own product listings so they will rank higher in Amazon’s search results.

SEO prices in the US

There is more data out there regarding SEO prices in the US than in the UK. Moz published the results of a survey on SEO providers that included pricing, and it showed a huge range of monthly pricing. These prices are not specific to small businesses, but still, they give us an idea.

Survey Question: For those clients you service with ongoing/multi-month contracts, what is the average client’s monthly billing?

• 10% — less than $500
• 27% — $500-1,000
• 29% — $1,000-2,500
• 20% — $2,500-5,000
• 15% — $5,000-10,000

There is a lot of variation out there, but the majority of businesses are spending less than $5,000 per month on SEO in the US based on this survey. Forty percent of these people are spending less than $1,000, which is where the truly small businesses and startups often lie. Remember, these prices likely map to the level of difficulty and scope of the project. Those paying less than $500 per month are probably local businesses!

SEO prices in the UK

There is no study as such, but being at the helm of an SEO and PPC agency and having worked with thousands of businesses over the years, I do have some insight into what pricing looks like.

• £50-£150 per month — low-end SEO (or low competition)
• £150-£300 per month — mid-range small business SEO
• £300-£500 per month — more competitive mid-range SEO
• £500-£1,000 per month — high-end small business SEO (usually a national business)
• £1,000-£2,000 per month — high-quality for competitive industries
• £2,000 upwards per month — high-value businesses with content-led SEO approach. Typically a national or multi location business.

In practice, what we see is that the general street-level SEO companies tend to work from £300 upwards. Then there are some online small business SEO providers that work from around £50 to £150 per month. It is hard to know what some of these actually do to add value.

Ranking Factor #1: Sales Rank

The most important factor in search rank on Amazon is a product’s sales rank. As the chart below illustrates, there’s no question that products with higher sales rank numbers appear more often in Amazon search results.

In other words, these products are much more visible than those with lower sales ranks.

The study went on to find that the influence of Amazon sales rank influenced more than merely search rank: “Not only did we see a strong correlation between sales rank and SERP, but we also noticed that top selling items had incredible ranking power for a wide range of search queries. On Amazon as a product’s sales rank improves, the number of search queries resulting in that product also increase.”

This correlation between search rank and sales rank leads us to the first step in optimizing your products to rank on Amazon: increase your sales rank as fast as you can in order to trigger a “snowball” effect. A higher sales rank will lead to more visibility in search results which will lead to more sales and so on.

At first this suggestion may seem like a catch-22. After all, how can you raise sales rank when your product is less visible in search results?

Amazon Search Optimization Step 1:

The key to success here is to start by focusing on conversion rate (i.e. sales) until the snowball effect kicks in.

Use both Amazon and outside advertising and promotion to drive targeted traffic to your products. This will increase the likelihood of sales that in turn will increase your product’s sales rank, leading to greater visibility in Amazon search.

Certain products such as books can be pre-sold, a factor that you can use to increase your sales rank before the product even goes “live”.

One caveat on sales rank:

The study only focused on top-level product categories. As the study notes: “Amazon uses more than one sales rank metric. For each of the search indexes, Amazon maintains a sales rank value; we call this a top-level category sales rank. The site also maintains subcategory sales ranks.

For example, this crib mattress from American Baby is ranked #52 in the baby category — but it’s #1 in the mattress pads subcategory.

Ranking Factor #2: Category

While not directly correlating to search rank, knowing how to work with top-level categories on Amazon can make the difference between visibility and invisibility in search results. Here’s how it works:

1. When you run a search on Amazon, you can either specify a top-level category or simply search all departments:
2. Let’s say we run a search in all departments for refrigerators. Here are the results:As you can see, the search results are returned for all departments (listed on the left) in which refrigerators are listed.
3. Some searchers might narrow their search by clicking on refrigerators under appliances in the left column however, the number one selling refrigerator is not in the “Appliances” category, it’s in the “Tools & Home Improvement” category:
4. Clicking on that search result instead of using the left category menu lands us directly in the “Tools and Home Improvement” category (note the change in the top search bar) after which all your searches will use that category instead of all departments:What’s the effect of this scenario? If you’re selling refrigerators on Amazon, it’s important to note that the top selling refrigerators use “Tools & Home Improvement” as their top-category. If you use “Appliances” as the top-category for your refrigerators, then by the time a searcher reaches step 4 above, your product will be completely invisible in search results.
   Ouch.

Amazon Search Optimization Step 2:

To retain visibility in Amazon search, make sure to do your research and list your products in the top-category in which the best selling competitive products are listed. Failing to do so will result in a dramatic loss of search visibility.

Click here for more details on categorization including information on blended search categories…

Ranking Factor #3: Product Fulfillment

Amazon offers three primary fulfillment relationships to its vendors:

1. Amazon Shipped & Sold – In this case, you have a vendor relationship with Amazon. You sell the product to Amazon at wholesale prices, and Amazon sells it for whatever retail price they deem appropriate.

2. Third party sold, Amazon Fulfilled – This is a typical consignment relationship. The product is still entirely owned by a third party seller, but it resides in an Amazon warehouse ready to be picked and shipped when ordered. Amazon calls this program Fulfillment by Amazon (FBA). In most cases, this is the best route for a merchant to sell Prime-eligible products directly to the consumer.

3. Third party shipped and sold – This is a typical drop-ship relationship. The item is listed for sale on Amazon.com but resides in the seller’s warehouse. When an order is placed, the third party seller picks and ships the item.
As part of the study, Ripen assigned ranking factors an “r-value”. As the study explains, “The higher the R-value, the more likely that products or pages fulfilling that ranking factor will rank better in search results.”

As the chart below demonstrates, the correlation found between product fulfillment method and Amazon search rank was strong:

In fact, third party fulfillment seems to negatively affect a product’s search rank.

As an independent factor, when a product is “Prime eligible”, it also ranks higher in search.

Amazon Search Optimization Step 3:

If you want your products to rank higher in Amazon search, investigate the opportunities to have your products sold by Amazon and be Prime eligible as the alternative fulfillment methods seem to negatively impact Amazon search ranking.

Ranking Factor #4: Keywords

Ripen’s study notes an interesting departure from a widely held belief on product keywords: “A great deal of existing Amazon SEO advice suggests keyword stuffing the product title, but we advise against keyword stuffing at the cost of click-through rate.”

The insight here focuses on title length. While Amazon provides 500 characters for a product’s title, the average cutoff (where the title doesn’t fit and is truncated) on mobile devices occurs at 74 characters and on desktop devices at 110 characters.

As the chart below demonstrates, there’s a correlation between shorter titles and sales rank showing that products with titles under 74 characters sell better:

While a keyword-stuffed title may gain a product visibility for more keywords, the numbers show that it can backfire instead. For example:

• A product titled, “Bed Sheets — King/Queen/Full/Twin — Black/Blue/Orange/Green/Red” may show up in more searches, but sell less because shoppers will click through less often.
• A product titled, “Bed Sheets — King — Red will show up in less searches but lead to more click-throughs as it’s the exact product for which the shopper is searching.

Given this bias towards exact product titles leading to more sales, Rekuc hypothesizes that, “uploading different images for product variations will also lead to better click-throughs. After all, a shopper looking for a red sheet will be less likely to click on an image if it shows black sheets even if the product title says red.”

He also recommends stuffing the keywords into product descriptions instead of titles. “The correlation between description and Amazon search ranking is low, but it can’t hurt.”

Amazon Search Optimization Step 4:

Make your product titles concise and to the point. While your products may show up in less searches, this approach is shown to correlate with higher sales.

Amazon Search Optimization Step 5:

Consider pricing discounts up front to increase sales rank, which will positively affect Amazon search rank.

Conclusion

While Ripen eCommerce’s study is by no means a complete view of how Amazon ranks products in its search results, it’s the first tantalizing view behind the curtains of the ecommerce giant’s methodology for doing so.

If you want to know how to rank on Amazon, review the guide above for 5 steps you can take to increase the search rank of your Amazon products.  Please share additional tips you have on ranking in Amazon in comments.

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