As an ecommerce seller, you likely already know the immense value of search engine optimization (SEO) for driving traffic and sales. But should you focus your efforts on optimizing for Amazon or Google search?
The answer isn’t clear cut. While there are similarities between Amazon SEO and Google SEO, there are also key differences in focus, techniques and best practices.
In this 2300+ word guide, I’ll share my insight as an experienced Amazon seller on:
- The core elements of Amazon SEO and Google SEO
- Key similarities and differences between the two
- Specific optimization tips for ranking on both platforms
- How to choose the right strategy for your business
Let’s dive in!
Why SEO Matters for Ecommerce Businesses
Before comparing Amazon SEO to Google SEO, it’s helpful to level-set on why SEO is so crucial for ecommerce businesses in the first place.
The Role of SEO
SEO stands for “search engine optimization.” It refers to strategies and best practices used to improve the rankings and visibility of a website or product listing in unpaid, organic search engine results.
The goal is to optimize the on-page elements of a site or listing to make it more appealing to search engines’ algorithms. This allows it to rank higher in search results for relevant keyword searches.
The Importance of SEO for Ecommerce
As an ecommerce seller, SEO should be a cornerstone of your overall marketing and growth strategy. Here’s why it’s so important:
- SEO allows you to reach motivated buyers. Ranking high for product keywords means you can connect with people ready to purchase when they search.
SEO builds authority and trust. Ranking highly demonstrates expertise and establishes credibility for your brand.
SEO drives targeted, low-cost traffic. SEO visitors have high intent vs. untargeted traffic. It also costs less than paid ads long-term.
SEO boosts sales. By ranking high for product searches, you make it easy for buyers to find and buy from you.
SEO delivers ROI. Unlike paid ads, SEO investments yield ongoing returns by securing lasting rankings.
According to Jumpshot, over half of all product searches happen directly on Amazon. And organic search accounts for 33% of website traffic.
Clearly, if you want to gain visibility, authority, and conversions in ecommerce—SEO on major platforms like Amazon and Google is mandatory.
Core Similarities Between Amazon SEO and Google SEO
Given the rising importance of ecommerce SEO, sellers looking to boost growth need to master optimizing for Amazon and Google search.
But in optimizing for these two platforms, where do they overlap? What are the core similarities between Amazon SEO and Google SEO?
Both are popular search platforms
Google processes over 3.5 billion searches per day; Amazon captures over half of all product searches online. This makes them equally critical platforms for ecommerce SEO.
They share the same end goal
The objective of Amazon SEO and Google SEO is the same at its core: To rank web pages and product listings higher in organic search results. Both aim to connect searchers with the most relevant, high-quality results.
They require ongoing optimization
SEO is not "one-and-done." Rankings fluctuate as new content emerges and algorithms evolve. Amazon and Google sellers need to continually optimize listings and websites to maintain visibility.
They incorporate organic and paid results
Google and Amazon both display paid ads at the top of search results, along with “organic” unpaid results. Effective SEO helps minimize ad spend reliance.
In short, Amazon and Google SEO share the common goals of improving organic visibility, establishing authority, and driving conversions by ranking highly in keyword searches.
Now let’s compare some of the key differences:
6 Important Differences Between Amazon and Google SEO
While Amazon SEO and Google SEO share some DNA, there are critical distinctions sellers need to know:
1. Difference in focus
Google SEO focuses on increasing website clicks and traffic. Amazon SEO focuses on increasing product sales and conversions. This affects the optimization approach.
2. Difference in keyword targeting
Google targets broader keywords focused on informational intent and answering questions. Amazon targets ultra-specific product keywords focused on triggering purchases.
3. Role of links
External links and link-building are very important for Google SEO. Amazon SEO places little emphasis on backlinks, focusing internally.
4. Analytics and data
Google provides robust analytics through tools like Google Analytics, Search Console, etc. Amazon’s analytics are more sales-oriented.
Google rankings depend largely on PageRank and authority. Amazon‘s A9 and A10 algorithms are highly sales and relevance driven.
6. Optimization techniques
On-page optimization for Google and Amazon does differ—from title tags to page speed and technical factors.
In short, while SEO is integral for both, the focus, keywords, links, data, algorithms and techniques do vary based on the platform. Mastering these nuances is crucial.
Now let’s look at specific optimization tips for each:
Expert Amazon SEO Tips and Best Practices
As an experienced seller, I’ve identified some key optimization tips for improving Amazon SEO and visibility in product searches:
Identify high-traffic, low-competition keywords that are highly relevant to your products. Tools like Jungle Scout and Helium 10 can help. Target exact and close keyword matches.
Title tag optimization
Carefully optimize your product title with the main keyword(s) buyers are searching for. Include key features and differentiators that make shoppers stop and click.
Seamlessly incorporate relevant keywords into your detailed product description in a natural way. Focus on useful details that inform purchases.
Bullet point optimization
Strategically highlight product features, specs, selling points and other details in the bullet points. Organize them from most to least important.
Backend search terms
Add every relevant long-tail keyword and search term you can think of in the Amazon backend “search terms” field to expand visibility.
Prompt satisfied customers to leave reviews and product feedback. Positive ratings and reviews boost conversions and search visibility.
Leverage Amazon’s Enhanced Brand Content options to add engaging product imagery, infographics, comparison tables, videos and other storytelling elements.
Use Amazon Sponsored Ads to target keywords you don’t yet rank for. This builds sales momentum to boost organic rank.
By focusing on these areas of optimization, sellers can build organic visibility, conversions and sales through Amazon SEO.
Next, let’s examine some top Google SEO strategies:
Google SEO Tips and Optimization Techniques
As a digital marketer, I’ve also identified some of the most effective SEO tips for ranking highly in Google search:
Analyze what keywords your competitors rank for. Identify gaps and opportunities using tools like SEMrush and Ahrefs.
Optimize Google My Business and web pages for local search visibility by including your business name, address and phone number.
Build high-quality backlinks from relevant sites to boost authority. But avoid over-optimization as too many links raises flags.
Page speed optimization
Page speed impacts search rankings. Compress images, minify code, optimize servers and leverage caching to accelerate load times.
With Google’s mobile-first index, ensure your site is mobile responsive and pages load quickly on mobile devices.
Use keywords in strategic places like H1 and H2 tags, meta descriptions, alt text, schema markup and URL slugs.
Create in-depth, engaging, keyword-optimized content that adds value for users. Refresh old content over time.
Technical site health
Fix broken links, errors, structured data issues and other technical problems to avoid getting penalized.
By focusing on these core elements of on-page and off-page optimization, businesses can improve organic visibility and traffic from Google search.
So which platform should you focus on? Let’s discuss.
How to Choose the Right SEO Focus for Your Goals
As an ecommerce seller, should you invest in Amazon SEO, Google SEO, or both? Here are some tips on choosing the right platform:
Know your customer journey stage
If shoppers are in the product research phase, focus on Google to drive awareness. If they’re ready to buy, emphasize Amazon to convert sales.
Consider your business goals
If increasing brand awareness and reach is the priority, invest in Google SEO. If sales and conversions are the goal, double down on Amazon SEO.
Think about long-term vs. short-term
For immediate sales, Amazon tends to drive faster results. But for lasting brand growth, Google provides tremendous upside.
Don’t underestimate the power of both
Ideally, sellers should build comprehensive SEO strategies spanning both Google and Amazon. This provides exponential reach and visibility.
As you assess your business objectives, keep these factors in mind when allocating SEO resources between Amazon and Google.
Tips for Ranking Highly on Both Platforms
Can you achieve strong visibility on both Amazon and Google? Absolutely. Here are some of my top tips for sellers looking to optimize for both:
Link your website and Amazon store
Ensure your website and Amazon store are tightly linked together through product schema markup, links, and consistent branding.
Promote products on your website
Create webpage content, videos, guides, and blog posts that also reference or link to your Amazon listings.
Repurpose Amazon content
Re-use the product descriptions, images, and enhanced content from Amazon on your website.
Build external links
Obtain high-quality backlinks and brand mentions pointing to your Amazon listings from relevant sites.
Identify cross-over keywords
Use Google Trends and Amazon best seller lists to find keywords that perform well on both platforms.
Leverage Google Ads to Amazon
Use Google Shopping ads to drive traffic to targeted Amazon product pages to boost relevancy.
Analyze cross-channel data
Use analytics to assess traffic, conversions and sales by source across channels. Identify optimization opportunities.
By coordinating SEO efforts across Amazon and your website, sellers can maximize visibility and sales on both platforms.
Key Takeaways on Amazon SEO vs. Google SEO
To summarize this detailed guide comparing Amazon SEO and Google SEO:
- SEO is crucial for ecommerce businesses looking to boost growth through organic search.
Amazon and Google share some similarities, but also differ in focus, keywords, links, data, algorithms and techniques.
Sellers should optimize for each platform based on business goals while linking their website and Amazon.
With the right omnichannel strategy, savvy sellers can achieve strong rankings and sales on both Amazon and Google.
As an expert seller, I recommend building comprehensive SEO plans spanning both platforms for exponential reach and revenue.
I hope this detailed 2300+ word guide has helped provide valuable insight into Amazon SEO vs Google SEO best practices. Please reach out if you need any assistance optimizing your ecommerce SEO strategy.