Indexation is the process of Amazon’s algorithm for understanding what exactly your product is and which searches to display your product ads and listings on. Ensuring your listings are properly indexed for the highest traffic and most relevant keywords is essential for both Amazon PPC optimization and organic performance on Amazon.
Despite what some sellers believe, it is possible to create text that is expertly optimized for organic search and doesn’t look like a mess. Gone are the days when it seemed like a brilliant idea to sacrifice readability to stuff in as many search terms as possible.
The flawless Amazon product listing will always be a subtle balance of form and function. Choosing useful Amazon keywords is generally easy enough. But, implementing them in a natural way requires a nuanced approach. This blog post covers the basics of indexing and best practices for getting indexed for an Amazon product detail page.
What Does Being Indexed on Amazon Mean?
On Amazon, all of the data is structured precisely according to how Amazon wants it to be. This implies that indexing on Amazon is not about crawlability but about getting the data into the indexing sections of the product detail page. The length of most of these fields is limited to a definite number of characters. This means the challenge of indexing on Amazon is to maximize the most important words for potential customers to find your products. If your product listing is indexed for a keyword, it will show when a customer uses that search term in the Amazon search bar.
In other words, checking your keyword indexing allows you to verify for which words your product will be shown as a result of a specific keyword. Consider taking the help of an Amazon PPC consultant to optimize your product page for indexation and enhancing visibility and sales.
How Indexation Enhances Successful PPC Campaigns
Typically, Ad display on Amazon is based on relevancy. That means that Amazon only shows your PPC campaign if it is relevant to the search term of a customer. PPC campaigns can, therefore only work, if a product listing is optimized for relevant keywords in the first place – using Amazon SEO.
The desired outcome of every PPC campaign is enhanced sales. Sales happen when shoppers click on a product page and convert to buyers. And, Amazon SEO helps to improve CTR and CR.
An Amazon PPC agency will Identify relevant keywords and optimize product listings for higher ranking and better performing PPC campaigns.
How Amazon PPC Optimization Supports Organic Ranking
Sales have a straight impact on a product’s organic ranking on Amazon. Thus, more sales generated via PPC ads will positively affect a product’s organic ranking.
This effect is specifically significant for new products. Typically, new products lack a sales history and performance data, which in turn negatively affects the organic ranking. Amazon PPC campaigns can change that by driving necessary traffic to the product listing and thereby boosting sales.
Best Practices for Getting Indexed on Amazon
1. Use appropriate keywords in data structure
The primary technique of getting indexed for a keyword is by integrating the keyword in a data structure. The data structures where you should put your keywords include:
- Your title
- The bullets
- Back-end search terms
- Remaining structured data
Your product title and bullet points are where you should put the most important keywords. The remaining structured data are fields like color, fabric type, and others, available in the additional sections of the product detail page.
2. Ensure your product is in a correct subcategory
Subcategories influence your keyword relevancy by adding value to information or keywords in your structured data. For instance, a grocery subcategory template might have “Salt-Free” as a valid value, whereas an apparel sub-category template might have a fabric type. Making sure your products are in the correct subcategory allows you to be indexed for additional relevant keywords.
3. Avoid keyword stuffing
Even though keywords are an essential factor for advertising and ranking in search results, you should avoid keyword stuffing. Amazon is a customer-centric platform, so your listings should also be customer-friendly. Attempts to bypass a customer focus can put you in an adverse situation with Amazon. It would be best if you didn’t stuff keywords in your product listings. Instead, focus on appealing to customers with relevant data.
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Having your product rank highly across both paid and organic search is essential to your bottom line. Without correct placement in this sought-after digital platform, you risk losing visibility with your target Amazon audience as well as a decline in sales velocity and relevancy on the marketplace.
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