Want to know how you can go head-to-head with Amazon and their mammoth online search presence? Michael Jenkins, the founder and director of Shout Agency! shares his top tips.
Sometimes it can be scary taking on a global corporation with $178 Billion in annual sales. However, despite their size, you can find some chinks in Amazon’s armour. After all, no company can master every aspect of SEO.
We have a few strategies below to help you beat Amazon at SEO. The key is to add more and be specific since you probably won’t be able to beat the e-commerce giant with generic terms given the brute strength of its domain authority.
However, you can catch many of the smaller opportunities it misses.
Three Ways to Beat Amazon at SEO
#1. Programmatic SEO and Products
This topic is a bit of a mouthful. The fact is that many Australian retailers will get their behinds handed to them if they don’t start adding more products to Google.
However, if you want your e-commerce site to compete with Amazon, you need your products to start generating search traffic. The strategy below can then supplement Google Shopping PLA Ads.
You do this by incorporating Schema data into your product pages. Your products have a myriad of little details that can be a goldmine of search traffic. Schema data tags are semantic vocabulary terms Google uses to ensure they give users the correct information.
There can also be scripts run at a database level to programmatically leverage SEO. This advanced strategy, which has some dangers if not implemented correctly, can add details like search keywords, phrases, model numbers, and reviews to your schema on each page. You add this schema information to the metadata of each product. By doing so, you improve the quality of the Google Knowledge Graph the search engine uses to rank relevant web pages. Moreover, this all over a sudden puts your SEO on steroids. The days of 50, 100, 150 keyword packages that SEO agencies offer retailers are dead. It’s about optimising your site for thousands of phrases.
With the growth of voice searches on Google, customers can now find your products on their mobile devices. For a retailer or e-commerce store, the potential for qualified leads is remarkable.
However, you cannot just add 50, 100, or even 500 results. Instead, you need thousands of terms across all your product offerings to rank for high-quality keywords to beat Amazon with programmatic SEO.
#2. Add More Content
Many e-commerce sites have plenty of product pages, but a lot of them are light on content. The challenge is that Google measures the text to HTML ratio in their search algorithm.
The idea behind the ratio is that a low amount of text on a page in comparison to a lot of HTML affects how the reader engages with the page.
The best way to ensure your site has a better text to HTML ratio is to create more content. Start writing content for your category and sub-category pages. Once you finish them, write more copy for your top-selling product pages.
When you write as little as 400-600 words on each category page across a few dozen pages, you can give your site a bump in search traffic.
This is because your competitors more than likely don’t have the necessary content to compete with you, let alone Amazon.
Furthermore, use the content to promote long tail keywords in your niche. If you want to supercharge these pages, then use a content cluster. The additional keywords can then interlink common topics together, so you create content clusters for your site.
Finally, category pages provide top of the funnel keywords to your website to attract interest in the site before buyers are ready to purchase.
#3. Link Building
You will probably never beat Amazon in terms of the pure number of links the e-commerce giant generates. However, you do a have few options to drive link building traffic.
First, you can find niche links. Look for relevant industry sources who can help you generate quality traffic for your specific niche. The more relevant the links you receive from industry sites, the better your results.
Second, use your local advantage. As an Australian retailer, you have connections that Amazon doesn’t have at this point. Therefore, you should focus on generating local links from local business and niche industry directories.
Third, focus on strong, local “.com.au” links and citations. If you want local search traffic, then your links and citations should come from sites with the “.com.au” at the end of their URL.
Fourth, ask your partners for links back to your website. Your suppliers are relevant industry partners. Therefore, ask them for a link in exchange for your business. Note: do NOT make it a demand.
Giving you a backlink is a quick win for you, and an excellent way for them to solidify their relationship with you.
Fifth, do you sponsor any non-profit organisations? If so, the next time they list your logo on their site, ask if they can add a hyperlink. Getting a backlink from a credible .org, gov, or .edu link is difficult. Leverage your sponsorship opportunities into qualified traffic.
As you can see, generating search traffic to compete with Amazon is difficult but not impossible. The key is to look for strategic opportunities they might miss because of their size.