Good morning readers of PosicionamientoWeb.cat today we bring you a great expert in ecommerce with a few years of experience already, he is Jórdi Ordoñez, creator of the book seo on Amazon, let’s go there …
Houston has long had a problem: how to compete in Google SEO against Amazon?
In reality, those of us who are dedicated to organic positioning have problems all the time. Algorithm changes, competitors, migrations… we can say that we are on the move. Part of this “march” consists of detecting threats and finding the best way to neutralize them.
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SEO and the Amazon effect
Amazon is a beast that is devouring niches, sectors, markets and even channels. They dare with everything and it seems that they are not going to stop at any time, what is their ceiling?
In this uncontrolled growth there are many direct victims, such as most eCommerce, and some collateral ones. Among the latter we have the SEO in search engines that has seen how, progressively, the SERPs have been saturated with results that come directly from that domain.
Can you imagine the amount of pages that Amazon may have indexed? We are talking about millions. Doing a test as simple as a site: from the domain we see that in the .es there are 2,490,000 results and now, if you want to laugh, you can do it to the .com.
Okay, it’s not the most scientific of tests, but it does give us a clue as to what has been happening bit by bit and how far Amazon’s penetration of Google has gotten us.
How to compete in SEO against Amazon?
The first thing I will say is that you can. It is not easy and in some cases it is very difficult, but you can stand up to it in organic results.
Amazon has some obvious advantages such as the authority of a domain that has been registered since 1994 and accumulates millions of links at a level that is beyond the reach of almost anyone (according to Sistrix we are talking about 453.80 million, almost nothing).
The data is scary, so where do we try to attack Amazon?
Long tail SEO
Going back to Sistrix we see that Amazon has about half a million keywords positioned. If we go into detail we will see that the vast majority are what we could define as core keywords. Relatively short key phrases that are little more than the definition of the product, category or brand of the producer.
The best way to compete in Google SEO against Amazon is to focus on the long tail to generate traffic for those search intentions, even if they are not necessarily the most competitive.
If you try to quickly enter the ranking for a keyword such as “LG TV” you will find, in this order, several results from the manufacturer itself, Media Markt, Amazon, PC Componentes, Carrefour…
If you try with some modification in the keyword you will see how new players enter. For example, “buy LG TV” leaves Amazon in the top 10 and above it are domains such as Madrid Hi Fi or Electrocosto.
Content marketing
You’re going to have to focus a lot on content marketing. On the one hand, because it is the best way to capture and capitalize on all that long tail traffic, using a blog for example.
On the other hand, you know that Amazon product sheets are left up to the sellers and are not always as in-depth or original as you could make them.
Let’s continue with the example of LG TVs on Amazon, notice internally how similar the content of these two models, one 49-inch and one 43-inch in two internal URLs.
Take advantage of this circumstance and do not make the same mistake. It is imperative that you generate unique, enriched product and category cards with the best content and truly optimized.
Amazon knows this and is therefore trying to get its customers to switch to the rich format they have created for manufacturers, but it seems to me that this is going to take a long time. In addition, marketers who do not manufacture and label their own packaging cannot apply to this format, which includes videos and sections that make it virtually a landing page.
Sells what Amazon does not sell
It seems a bit obvious advice but it is not so obvious. If you are the manufacturer of your own products and Amazon has not yet put its tentacles on it, the question may arise as to whether or not it is worth entering the marketplace.
This is a decision that involves virtually all segments and departments of the company. It means selling more by sacrificing margin and running the risk of seeing your product plagiarized by Amazon and included in their basics.
Beyond the business connotations, being strong in your niche allows you to better position your products organically. From the moment you give Amazon the power to index these articles, things will become very complicated for you because you will no longer be competing on equal terms when you had a strategic advantage.
How do you see it? Do you dare to go after Amazon through SEO? You can also contact our SEO agency expert in e-commerce, and we will explain you how to do it.
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