Being able to organically rank your products on Amazon is the number one marketing strategy you need to be using.
The difference between your product being on page 1 and page 2 is immense.
This case study will show you our Amazon marketing strategy to increase organic rankings.
We will be giving you our thoughts and detailed analysis into each stage of the marketing process that you can go and implement in your business today.
Let’s jump straight in.
Table Of Contents
- 1 Keyword research
- 2 Competition analysis
- 3 Product development
- 4 Initial reviews
- 5 The 7 day window
- 6 Review and track the campaign
- 7 Organic rankings are the core KPI
- 8 And there you have it
This is fundamental to increasing organic rankings in Amazon.
Without knowing how each of your keywords are performing, you will not be able to see where you specifically rank in the Amazon listings.
If your keyword research is not up to standard, you will never be able to increase your organic rankings.
Getting people to select your product form the listings isn’t good enough. You need the right people.
It’s well and good having all sorts of visitors but you need to focus on those that have an actual interest in buying a product that they searched for.
Effective keyword research is how you can deal with a change in market conditions and have a product appear in searches that are in current demand.
You need to be proactive rather than reactive.
Put yourself in the customer’s shoes. If you were looking for a product, what would be the exact term that you use?
These are the sorts of things you need to be thinking of during the keyword research phase.
Does your keyword work?
So now you’ve thought of your keyword but does it actually search for what you want it to?
Most of the time it will be but sometimes anomalies appear where you wouldn’t expect.
This is why you should use a search engine to back up your keywords.
Enter your keyword into Google or Amazon and see what the results are.
If they are what you are expecting then fantastic.
On the other hand, if your search term is bringing up results that you don’t want to your keyword to be associated with, you need understand why this is.
Keyword cannibalization is a major reason why organic rankings don’t increase.
You need to be ranking for the correct terminology.
This is a great way to boost organic rankings based purely on the quality of your keywords.
If they work and you can see that your product moves higher up in the listings, great. Pump some more money into them to keep the ball rolling.
If they don’t work, you’ve saved money in the long term. Go back to the drawing board to find some better keywords.
So now you know what keywords you want to use, the next step is looking at the competition.
When thinking about keywords you can use, you need to be aware of competition.
For most markets, you won’t be the only seller, meaning that they will most likely be using the same keywords as you.
If you are on a smaller budget, you should not be targeting keywords and products that will take $50,000+ to rank. That would be illogical.
The hardest thing to do on Amazon is getting started.
Amazon has its own algorithm that it uses to rank products. It’s called the A9 algorithm.
How A9 ranks products is based around naturally generating organic traffic and sales.
A new Amazon business will find it difficult at the beginning because new stores or new products won’t have many sales or generate much organic traffic.
Because of this, you want to discover keywords that describe your product well but have low competition.
One way you can see how your keywords are doing is by using a keyword tracker .
We recommend that you use KeyworX. Their Amazon tracker tool can give you so much information about how each of your keywords are performing.
Not only that, you will be able to see how your direct competition is doing for the same keywords.
Take a look at this screenshot from their website to see what we mean.
As you can see, you can see how each individual keyword performs for your product and how it changes over time.
In order to gain an edge on your competitors and therefore increase organic rankings, you need to know what they are doing and be able to do it better.
As we have just mentioned, one way you can do this is by looking at what keywords they are ranking well for and reverse engineer them to take for your use.
Another way is to go onto their listings themselves.
By doing this, you can see how optimised their product listings are.
A9 is looking for 3 things when it comes to a ranking a product:
- Relevance to the query
- Visibility of the product
- Conversion rates
Each section of the product listing affects how it ranks in Amazon.
Take some notes from competitors’ listings.
If they’re ranking well, compare them to another that isn’t as high in the listings. This will enable you to produce an advanced listing while avoiding the flaws.
The next stage in the process is when you develop your product.
The most important question you need to be asking yourselves is:
How is our product different?
If you cannot answer that, then what separates you from the rest?
Do you think a customer would choose to buy your product if it was the same as another, but the competitor’s is either cheaper or has far more reviews?
Your product must have a unique selling point.
This is what your entire Amazon marketing strategy should be based around.
You need customers to purchase your product so unless you tell them why they should choose your solution, they won’t.
During the product development phase, it would be a good idea to offer a sample to a small test group.
This will give you a good idea to get an idea of the pros and cons your product currently has and from there, you can go back and improve it.
It’s better to collect this data now before the product goes live. You don’t want to harm your organic searches before you’ve even really begun.
If it has been received well by the test group, expand the audience and create a landing page for it.
Request for visitors to receive email updates about your product so that when it’s available for them to purchase, they can use a link in the email to direct them to the product,
This is another way you can create organic searches for your product.
Promote your poduct
Drumming up interest before your product is available to purchase can generate a lot of hype.
This can be used in your favour to boost organic rankings.
Create some material that shows off the product so that when it eventually becomes available, you already have a share of the market.
Content that promotes your product can be a significant weapon that you should be looking into.
If you are an active user of social media or someone in your team is good at using it, create a page for your product and/or business.
Include a link to your website and your product on Amazon through this medium.
Keep customers informed about any deals they could get their hands on or any information that relates to the product.
Use as many promotional methods to generate interest directly to the product
One the product has been developed, it needs to be reviewed before it can be put on the shelf.
The only way to get a product properly reviewed is by using the product themselves and have them write up about their experience with it.
You need to be aggressive in chasing for the first few initial reviews. Be proactive and seek them out.
There is no down side to having a ‘get 12 reviews or die trying’ mentality.
There are few ways that you can get the product reviewed and they are as follows:
Give your product away
This is the easiest way you can get your product out there for easy reviews.
Social media is a great marketing tool available to you. Nowadays, everyone has a social media of one form or another, be that Facebook, Instagram or YouTube.
This presents you with a great opportunity to get in contact with a user that has gained a large following in your particular field.
You can ask them to leave a full, honest review of your product in exchange for them to have it free of charge.
If they think it is good, you will know that they are being real. You can then use this to your advantage.
Even if the review isn’t on Amazon, you can include links to the video or blog.
If people have any doubts over the product, you can guide them to this review in particular to ease their fears. Content creators that have developed a large audience have gained authority in their field.
Ask for reviews
This is another technique that you can use to improve organic rankings.
Amazon likes products that have positive reviews because it knows that customers are likely to purchase products that are well received.
When a customer buys your product, make sure that they are sent requests to review it.
Ideally, you don’t want to send them more than 2. More than this can actually put off a customer from leaving a review.
The more sales you make, the more likely that one customer will eventually leave a review.
The more reviews you get, the better your product will rank organically in Amazon.
The 7 day window
This is a big section so stay with us, there is a lot to say.
Once the listing has been built and is ready for launch, you need to prepare for the next 7 days.
This is a crucial part of the process to increase organic rankings.
You need to generate as many real sales as you can in this time frame.
There are several ways you can do this:
This is how you make contacts in the industry and and get them to share and promote your content.
Content outreach has a variety of benefits for your brand that will increase your organic rankings in Amazon.
Firstly, people that read your content can find links in the post that can take them directly to your product in Amazon.
This is an organic search which Amazon likes.
Relevant and current content is likely to be shared with their colleagues or associates. This will increase your exposure to a wider audience and therefore increases the chance that more people use the links that naturally directs them to your product in Amazon.
Another benefit is that you can create authority in your field. As we discussed briefly earlier about social media users with large followings, when you have authority in your field, you have influence over that audience. The more that people that associate with you, the more trusted you become.
This increases reputation and ultimately people will like what you have to say, meaning they will have faith in your products.
There are a couple of methods to be aware of.
The first method is contact a website have ask them to share a link to your website.
You can also create guest blog posts for their website and include some links that redirect the reader to your website.
In terms of contacting the correct person, you need to select someone who is high up in organisation enough that will be interested in your proposal.
If you are looking to increase your exposure through a guest post on Virgin, you’re not going to contact Richard Branson.
If you are new to contact outreach, we suggest that you start writing guest posts for small blogging websites.
There are many websites that will accept you so just look around and see what websites best serve to promote your business.
Ok, maybe not quite on the same scale as the picture but you get the idea.
This method guarantees your product to be seen by potential customers.
The best leads are the ones that are genuinely interested in the field in which your product belongs so targeting them will almost certainly get you some sales.
The best websites to advertise on are, obviously, the most popular ones.
Two of the biggest websites in the world are Facebook and Google.
Both of these platforms are opportunities for you to invest in some paid advertising to increase your organic rankings in Amazon.
This is beneficial because it allows you track clicks through to your product easily.
The concept is simple. They either click your advert or they don’t.
Once a customer has clicked on your advert, they have shown their interest in it. By then running a re-targeting campaign, your product is in the back of their heads.
Plus, you don’t even need to run a specific campaign for very long to notice results.
Because you are trying to get as many sales as possible in this 7 day window, you can pay for clicks just for this time period.
This means that there is less of a risk of overspending on advertising methods that won’t necessarily convert to sales.
Paid advertising is affordable as it is but you will just limit the small risk of going overboard.
By optimising the adverts well, traffic to your product can increase which will increase organic search listings.
Use your network
Let us first note that this actually against Amazon’s terms of service.
However, this method will boost your organic rankings in Amazon.
Use your network of family and friends to purchase the product at full RRP.
Get as many of them as you can to buy it. You have nothing to lose by asking them and everything to gain when they do.
If you want to incentivise them, you can offer to give them the money for the product and let them keep it after purchase.
One thing to bear in mind here: we haven’t mentioned asking them to review it straight away.
This will make it obvious to Amazon that the sale wasn’t legitimate.
We suggest that after they have purchased the product, ask them to write a review a week after they purchased it.
As we have already seen, reviews increase Amazon organic search listings but give it a bit of time.
You want Amazon to think that they use the product properly and then left the review based on their actual experience.
Review and track the campaign
Now that the listing is live and you’v put processes in place to ensure the first 7 days will get the most sales possible, it’s time to track how your keywords are doing.
This can only be done by using a competent Amazon tracker tool.
We mentioned it earlier, but the only solution we recommend to all our readers is the KeyworX tracker tool.
There is nothing quite like it.
In order to increase you organic rankings, you must be able to see precisely how your products rank for specific keywords.
Without the tracking the campaign, you won’t able to see
- what is doing well so you can continue investing for that particular solution
- what isn’t doing good so you can modify it to improve performance or just pull the plug.
If your product is only ranking on page 2 or 3 on Amazon, you really need to ramp up the strategies.
You will also need to be investing more in a very short period of time. We recommend you should take no more than 3 days.
At the end of the day, you need to be able to get your product on the first page for your primary keywords.
This is your number one priority. Get your product there at all costs.
If you do not do this, then your business will suffer in the long term.
You will be missing out on huge sales potential, which results in missing out on this whole other level of profits.
Organic rankings are the core KPI
Out of all the key performance indicators you will be tracking, organic rankings are at the heart of all of them.
Without organic search result listings, your product will never reach its full selling potential.
In order for Amazon business to become and stay profitable in the long term, you need to be looking at and increasing organic searches.
It’s as simple as that.
You need to look at a various number of time periods.
Tracking your rankings on a week-by-week basis will enable you see what’s going on over the short term.
This will be especially important to you after that first 7 day window.
Slightly longer term, you should be tracking organic rankings month by month.
Amazon’s A9 algorithm constantly evolves depending on changes to the market and the environment. In a world now dominated by wanting everything as fast as possible and influenced by social media, demands can change at a rapid pace.
By seeing how your organic search marketing techniques comply with current affairs, you will put your business in a very strong position.
Once have created a successfully marketing campaign, these KPIs will be extremely important to collect data and grow your business.
Organic rankings are too important to ignore so use them as your top KPI.
And there you have it
Our comprehensive marketing strategy to increase organic rankings.
Not only does it cover short term success for your business but you will be able to keep your business running for long term profits.
But this covers only a small area of our knowledge to create a marketing campaign that guarantees success on Amazon.
We know that it is tough place to start so that’s why we have spent an awful lot of time researching the best techniques and strategies to help all your business needs.
Our expertise doesn’t only cover beginners however.
We have case studies where we have taken existing businesses that have been on the decline, taken them through our process and are now flourishing.
Contact us now for your free Amazon marketing proposal.