First, let me explain to you the organic traffic. In short, organic traffic is the traffic that does not cost money. The corresponding one is paid traffic, which is the advertising traffic that we are more familiar with. Amazon’s in-site traffic is also divided into in-site organic traffic and in-site advertising traffic. Not only on Amazon, but any online traffic can be divided into organic traffic and paid traffic.
The biggest difference between Amazon and independent sites is that Amazon has its own traffic, while independent sites require sellers to attract traffic themselves. This also indirectly explains why those sellers who only know how to upload products every day and never advertise can also make orders, because there is a very large amount of organic traffic on Amazon.
When shopping on Amazon, most foreign consumers will first enter the keywords of the products they intend to buy in the search box, that is, use the Amazon search box to search and select the intended products. Think about it, when you go to Taobao to buy things, you basically find the intended products by searching for relevant keywords. Domestic and foreign online shopping websites are basically the same.
Keyword search traffic accounts for the vast majority of Amazon’s traffic sources. According to Amazon’s official statistics, search traffic accounts for more than 60% of Amazon’s product traffic sources. Keyword search traffic is divided into natural search traffic and advertising search traffic.
In keyword search results, the number of natural ranking positions is far greater than the number of advertising positions. This is also easy to understand. If most of the front row of search results are purchased advertising positions, it will bring consumers a very bad shopping experience.
Compared with keyword advertising search traffic, natural search traffic has another advantage, which is that it can reduce huge advertising expenses. Clicks on natural ranking positions will not generate any advertising costs, so the promotion and operation costs can be minimized. Therefore, the best state for every Amazon seller to operate a product is that all keywords related to the product can be ranked on the homepage showing the natural ranking position. The reason is simple. Most of the natural search traffic of keywords in the site will be absorbed by the products ranked at the top of the homepage, and the products at the back of the homepage may still have some opportunities.
We call this work of maximizing the natural ranking of keywords under the product item Search Engine Optimization (SEO). SEO work not only exists on the Amazon platform, but also on all search engine-dominated platforms, such as Google SEO. So what is the core of SEO work? As far as Amazon SEO is concerned, it is Amazon’s A9 algorithm. We need to understand the operating logic of the A9 algorithm and perform targeted optimization according to the operating rules of the A9 algorithm in order to achieve the goal of putting keywords on the homepage.