If you sell products on Amazon, you know that standing out in the crowded marketplace is no easy feat. With millions of competing listings, getting your products discovered can feel like searching for a needle in a haystack.
This is where leveraging Google SEO comes in.
Optimizing your website and content for Google search can significantly expand your visibility and drive new customers to your Amazon listings.
In this comprehensive guide, you’ll learn my top Google SEO strategies as an experienced Amazon seller for getting your products found both on Google and Amazon.
How Google SEO Complements Amazon SEO
Many sellers focus exclusively on Amazon SEO to optimize their product listings and rank highly in Amazon’s internal search results.
And Amazon SEO is critical – you need to rank well on Amazon to surface your listings to Amazon’s hundreds of millions of built-in buyers.
But Google SEO presents a huge additional growth opportunity.
With over 63,000 searches per second, Google processes trillions of searches per year. Tapping into even a fraction of that demand through SEO can funnel new customers to your Amazon listings.
The key is using Google SEO not just to rank your website, but purposefully direct that traffic to Amazon.
As an experienced seven-figure Amazon seller, I’ve developed proven Google ranking strategies specifically to boost product visibility and Amazon conversions.
Let’s dive in.
Step 1: Rigorous Keyword Research
Thorough keyword research provides the entire foundation for ranking highly in both search engines.
Take the time to carefully identify and validate keywords that your potential customers are using in relation to your products.
Start by brainstorming a large list of possible keyword variations – think specifics like long-tail key phrases, misspellings, and question formats.
You can then validate and prioritize these keywords using free tools like:
- Google Keyword Planner – Shows monthly search volume and competition data
SEMrush – Reveals keyword difficulties scores and click-through rates
Amazon Autocomplete – Gives keyword and search phrase suggestions
Factor in criteria like search volume, competition levels, commercial intent, seasonality, and relevance when picking your core keywords.
I recommend choosing 10-20 primary focus keywords that strike the right balance of search volume versus difficulty for your niche.
These core terms will form the backbone of both your Amazon listings and website optimization.supporting them with secondary long tail variations.
Thorough keyword research takes time but provides the entire framework for your SEO strategy.
Step 2: Optimizing Amazon Listings
With your keyword list ready, it’s time to optimize your Amazon listings themselves to target those terms.
Your title has prime real estate – use your most important 1-2 keyword phrases here.
Keep your title under 50 characters while working in keywords for maximum impact.
Seamlessly incorporate 2-3 secondary long tail keyword phrases into your bullet point descriptions of features and benefits.
Include related keyword variations throughout your product copy in a natural, conversational way.
Backend Search Terms
Add 10-20 more long tail keyword permutations under “Search Terms” in Seller Central for extra targeting.
In your main image filenames and alt text descriptions, include relevant keywords depicted in that image.
Enhanced Brand Content
If your product qualifies, use Amazon Enhanced Brand Content for additional keyword placement in your enhanced title, bullets, and description.
By naturally working primary and secondary keywords into all elements of your listings, you’ll tap into more searches and visibility on Amazon.
Step 3: Building a Keyword-Focused Website
Now it’s time to leverage your website and content to capitalize on Google’s vast search traffic.
Your goal is to create content optimized around your target keywords that attracts searchers and guides them to purchase your products on Amazon.
Some of the most effective types of website content include:
Your blog is prime SEO real estate. Write posts that answer common customer questions around your keywords. Then link these organically to your Amazon listings.
Build out dedicated pages for each product you sell, optimized with meta titles, descriptions, content, and images targeting your focus keywords.
Create long-form, pillar content like guides and ebooks around your product niches using keywords in headers, content, and captions.
Produce keyword-optimized videos for YouTube and embed them onsite. Transcribe and include keywords in descriptions.
Answering common customer questions presents a great opportunity for keyword targeting. Format them into an SEO FAQ page.
Product Comparison Pages
Compare your product with alternatives on a dedicated page optimized for that keyword phrase.
Add FAQ, product, and review structured data to enhance Google’s understanding of your content.
The more quality pages you can create targeting your keywords, the greater your visibility in Google search.
Step 4: Acquiring High-Quality Backlinks
Backlinks remain one of the strongest Google ranking factors.
Backlinks signal credibility by showing Google that external authoritative sites find your content valuable enough to link to.
Here are powerful backlink acquisition strategies:
Getting featured as a contributor on popular industry blogs related to your keywords earns theme-relevant links.
Aim for sites with a domain rating over 50.
Create and promote resources like guides, tools and quizzes that sites naturally want to link to.
Proactively reach out to partners, vendors, influencers and even customers requesting to add a link.
Get listed on niche directories like Capterra, Buzzsumo, and Amazon Influencers.
For maximum impact, focus on securing backlinks from ~15-25 high-authority sites closely related to your niche and keywords.
Step 5: Technical SEO Factors
Beyond content, search engines evaluate technical site elements that impact user experience.
Here are key technical SEO factors to optimize:
- Page Speed – Faster load times improve rankings. Compress images, minify code, and optimize servers. Target under 2 second load times.
Mobile Friendliness – With 60%+ of searches on mobile, a mobile-responsive design is critical. Test with Google Mobile-Friendly Test.
Security – Use HTTPS and upgrade to TLS 1.2 or higher. This builds trust with Google.
Site Architecture – Make your site navigation intuitive with descriptive category pages and "siloed" topic-specific content.
Page Authority – Add your branding, contact info, social links and calls to action to boost page authority.
Ticking off these technical site health factors shows Google your site is robust, secure, credible and designed with users in mind.
Step 6: Monitor, Track and Iterate
SEO is an always-evolving process. Consistently analyze your progress and double down on what works.
- Use Sellics, Jungle Scout, or Helium 10 to track keyword ranks and monitor competitors.
Study Google Search Console and Analytics to identify your best-performing pages.
Stay updated on Google algorithm changes and adjust your strategy accordingly.
Create new content, improve existing pages, and acquire fresh links on an ongoing basis.
Rinse and repeat this process, and you‘ll steadily improve your Google visibility, directing more qualified traffic to your Amazon listings over time.
The Bottom Line
Targeting both Amazon SEO and Google SEO provides a powerful 1-2 punch to maximize your ecommerce visibility.
Here‘s a quick checklist recap:
- Research buyer keywords using SEO tools
- Optimize Amazon listings for those keywords
- Build keyword-focused website content
- Acquire high-quality backlinks
- Monitor and refine your SEO continuously
Committing to long-term SEO results takes hustle. But the lasting payoff in new customers and revenue growth is well worth it.
“I‘ve been able to consistently generate over 100,000 visits per month from Google by staying laser focused on SEO. The result has been a 57% increase in Amazon revenue in just one year.”
To learn more about our comprehensive SEO services tailored for Amazon sellers, schedule a free growth strategy session. Let‘s take your business to the next level together.