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Unlock Synergies Between SEO and Advertising on Amazon

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As a brand or an agency, search engine optimisation (SEO) and online advertising (Pay-Per-Click; PPC) in Google search are probably pillars of your online marketing strategy. You most likely have dedicated teams for each area that are equipped with the necessary skills to drive success. But while SEO and advertising are distinctive, separate disciplines in the Google universe, they heavily affect each other within the Amazon environment.

As an increasing number of people start their product searches on Amazon rather than on Google, Amazon’s status and importance as a search engine as well as an ad provider is booming. Subsequently, brands as well as agencies need to understand the mechanisms of the new holistic approach to SEO and advertising on Amazon.

SEO and Advertising in The Google Universe

The Google ranking algorithm decides how visible websites are. To improve their organic rankings, brands need to engage in SEO by optimising their keywords, their content and more. Google search and display ads help drive additional website traffic. As customer journeys on Google are very diverse and fragmented, aligning and optimising SEO and advertising together is very hard to implement in an effective way.

Users start their Google search for highly different reasons; some searches might have a purely informational character, while other users intend to buy something. Users switch from Google to a variety of other and very different websites and platforms that again have entirely different goals – from traffic creation to brand awareness, lead generation or purchases. Some websites even pursue all of the above simultaneously. That’s why almost all brands and agencies keep SEO and advertising in different silos, optimising them in separate teams.

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A New Paradigm: Understanding SEO and Advertising on Amazon

Of course, there are plenty of similarities concerning online marketing on Google and on Amazon, for example optimising keywords and creating appealing images and texts. However, a key difference is that on Amazon, almost the whole customer journey or purchase funnel happens on the same platform, from initial searches for products and brands to the actual purchase (and repeat purchases). Additionally, this whole funnel is designed around a single goal that is shared by customers, sellers and Amazon: product purchases.

Compared to Google, these differences show that there are much more interconnections and synergies between SEO and advertising on Amazon. That’s why brands and agencies need to take a holistic approach to succeed on Amazon.

Keywords, Content and Reviews Impact Both SEO and PPC on Amazon

Here’s an example for synergies and interconnections between SEO and advertising on Amazon. For a PPC campaign on Google, brands can design both customised ads and landing pages. For PPC campaigns on Amazon (Sponsored Products ads), however, there is only one landing page for both advertising and organic traffic – the product page – and ads are created automatically based on this page. That’s why the product page needs to be optimised for both SEO and PPC simultaneously. If keywords, content or reviews on a certain product change, it affects both the product’s SEO and PPC performance.

Researching the right keywords is a key success factor for both areas as it determines whether a product will appear in organic search results in the first place and whether it gets impressions for the targeting keywords used in PPC campaigns. Continuously analysing and optimising keywords in PPC campaigns will therefore not only help with advertising success but also with the SEO performance.

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Good product content and reviews affect both the organic sales performance, leading to better rankings in organic search results, and the ad performance, increasing the overall advertising efficiency. That means investing time and resources into well-crafted, convincing product descriptions, high-quality product images and a stellar customer service will pay off twice or hurt twice if it’s not done well. While stellar customer service helps with good reviews, increased sales velocity driven by PPC ads helps getting more reviews, again improving the overall performance.

The Amazon Approach to Online Marketing

These examples show that brands and agencies cannot just copy their strategies from the Google universe ¬because Amazon is different. Amazon requires specialised skills, teams and, most importantly, a synergetic approach, because on Amazon, SEO and advertising are strongly interconnected. That means that SEO and advertising teams need to work together very closely and align their activities. They need to invest the time to understand their interconnections and track as well as analyse them to unlock all the key synergies driving business growth.

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Amazon’s AWS logs third outage this month, affecting Slack, Epic Games Store, Asana and more

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Amazon’s crucial web services business AWS is experiencing problems today, with issues affecting services like Slack, Imgur, and the Epic Games store for some users. It’s not looking good if you’re working from home, with some Slack users unable to view or upload images, and work management tool Asana also hit by the outages. As of 6:13 AM PST, Amazon said it had restored power to affected servers, but users may still experience issues going forward.

In an incident update, Slack said its services were “experiencing issues with file uploads, message editing, and other services.” Asana said the problems constituted a “major outage,” with “many of our users unable to access Asana.” Epic Games Store said “Internet services outages” were “affecting logins, library, purchases, etc.”

It’s the third time in as many weeks that problems with AWS have had a significant effect on online services. Two incidents earlier this month involving AWS ended up knocking out a huge array of platforms and products, taking out streaming sites like Netflix and Disney Plus as well as smart home devices like security cameras from Ring and Wyze.

Today’s outages seem less widespread but still notable, with some users unable to access services entirely and others merely experiencing intermittent faults. DownDetector.com shows reports of issues with the platforms mentioned above, as well as news aggregator Flipboard, online learning site Udemy, dating app Grindr, streaming service Hulu, and IoT services from Honeywell, Life360, and Samsung’s SmartThings.

The official AWS service health dashboard blamed the issues on power outages in a single data center, affecting one Availability Zone (USE1-AZ4) within the US-EAST-1 Region. At 6:13 AM PST, the company said it had restored power to the data center and was making progress recovering the affected instances. However, users will likely continue to notice the effects of these outages for a while longer while systems are updated and restored.

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Update Wednesday, December 22nd, 8:36AM ET: Updated story to add responses from affected services.

Update Wednesday, December 22nd, 9: 34AM ET: Updated story to note that AWS has restored to power to the affected data center.

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The NLRB decision against Amazon was correct and shows the need for stronger labor laws

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The National Labor Relations Board (NLRB ruled last month that Amazon had cheated to defeat a high profile union organizing campaign.

It found that Amazon violated federal labor laws during its anti-union campaign at a Bessemer warehouse, Ala. earlier this year. This will result in a do-over election.

The NLRB criticized Amazon’s “flagrant disregard” for federal union election rules and stated that the management had “essentially highjacked” the process and given the impression that it was in control of the outcome.

Last week, Kirsten Swingingen, the head of the virulently antiunion Coalition for a Democratic Workplace, published a misleading op ed in The Hill about the NLRB ruling.

Let’s first be clear about the reasons why Amazon was ordered to rerun its election by the NLRB.
According to the op-ed, Amazon installed a mailbox in order to make voting easier. However, the NLRB repeatedly told Amazon that it couldn’t have onsite voting. After the company pushed for it, and then unsuccessfully appealed against the NLRB decision. In a stunning act of arrogance, Amazon’s top managers ignored these clear instructions and forced the United States Postal Service to install an onsite mailbox just before the election period. A senior USPS manager stated that this was the first instance in his many decades of service when it had set up a “cluster mailbox” for a single customer due to the upcoming NLRB elections.

After being told by the USPS to not place stickers on the mailbox, Amazon covered the mailbox with a marquee with large slogans. The USPS replied, ” Surprise” when asked how he felt about Amazon’s disregard for clear instructions. Moreover, the NLRB discovered that Amazon’s management engaged in illegal monitoring of workers’ voting intentions.

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These charges are serious, considering the overwhelming evidence of illegal activity. It would be surprising if NLRB did not reverse the tainted election. This would be a message to employees that the law doesn’t apply to them if they have the wealth, resources and ability to bully them if it was in the way of Amazon’s illegal conduct.

The NLRB Hearing officer and its Atlanta-based Regional director made the decision to reverse the tainted vote. Neither of these people are political appointees – instead, they are career lawyers or “former employees” as the op ed misleads. Swearingen instead resorts to misleading tropes regarding “Big Labor” in order to describe a small, but determined union, the Retail Wholesale & Department Store Union. This union is up against Amazon, one of the most powerful and wealthy corporations on the planet. Bessemer was not the first to find Amazon guilty of illegal anti-union behavior. The NLRB found Amazon in violation of its laws.

It is important to correct a blatant lie about the Protecting the Right to Organize legislation (PRO Act), currently pending before the U.S. Senate. Incorrectly, the op-ed states that the PRO Act “potentially eradicates secret ballot elections” but allows for “card certification” of unions. This is essentially recognizing unions only after authorization cards are signed by the majority of workers, as practiced in many rich democracies.

To be clear, the Pro Act does not mention card check certification. The author created this provision to support her extreme anti-union views. The PRO Act would ban mandatory anti-union “captive audience” meetings- forcible listening sessions. According to Amazon’s own testimony, these were conducted thousands of times at Bessemer. It also imposes harsher penalties on corporations like Amazon who violate workers’ right to choose a union.

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The op-ed also states that “Big Labor… succeeded in pushing Democrats to include PRO Act policies into the budget reconciliation bill.” However, the bill only contains the PRO Act provision. This includes the much-needed financial sanctions for corporations such as Amazon that repeatedly violate workers rights.

The NLRB was right to reverse the Bessemer election that was fundamentally tainted due to Amazon’s conduct. The Bessemer campaign demonstrates that the NLRB needs to have more options. As it stands, the law is too toothless for a massively powerful, incredibly wealthy, and frequently illegal corporate bully. The Senate should immediately pass the PRO Act.

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Amazon Alexa SEO Tools Is Closing

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Alexa.com announced that it will be retiring its marketing services after 25 years. Founded in 1996, Alexa was subsequently acquired by Amazon in 1999. It was initially known for providing rankings based on traffic measured through a toolbar but Alexa eventually expanded to provide a full suite of marketing products including site auditing and backlink checking.

Screenshot From Alexa Content Marketing

Alexa Rank

Alexa.com provides a full suite of search marketing tools. However what it’s mainly known for is their Alexa Rank.

Alexa Rank is a metric that offers a measurement of site popularity.

In the early 2000s the data was collected via an Alexa toolbar that users downloaded and surfed with. The toolbars collected web traffic information from the users which fed into the Alexa Rank site popularity metric.

Web publishers could also install a script on their site that reported traffic which could then be used to raise their Alexa Rank scores.

The Alexa Rank scores were generally viewed with suspicion because some people claimed that installing the toolbar and visiting ones own sites could result in dramatically raising the Alexa Rank score.

Another criticism of Alexa Rank was that the data was more relevant for Asian countries than in English speaking countries. This was based on the rumor that the Alexa toolbar use base was heavily weighted towards users in Korea and not users in English speaking countries like the United States, Canada, Australia, New Zealand and the UK.

The negative reputation of Alexa Rank and anything offered by Alexa was sealed by 2005.

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One search marketer in a 2005 forum discussion remarked:

“Isn’t it time for Amazon to throw in the towel on Alexa? For a company that does so many things well, Alexa is really a blight on their reputation. Why would they want to be associated with such garbage.”

Nevertheless, use of the Alexa Rank metric continued to be used by a dwindling amount of search marketers.

For example, to this day there are some companies that offer affiliate programs and use Alexa Rank to determine the popularity of potential affiliate partners and will not accept affiliates whose websites do not reach a minimum Alexa Rank popularity threshold.

Alexa Was More Than A Site Popularity Ranking Metric

It might come as a surprise to many that Alexa offered a complete suite of search marketing and analytics programs.

For some reason the Alexa suite of online marketing tools, which included a backlink checker, was almost kept as a secret, with apparently no outreach to the search marketing community or seemingly no promotional activity to speak of.

Alexa crawled the entire Internet and for many years provided snapshots of the Internet to Archive.org. It’s backlink information was extensive.

Because of that it was able to offer services like showing which backlinks competitors have in common, including as many as ten competitors at a time.

Screenshot Of An Alexa Backlink Information Page

The Alexa $149/month plan offered:

  • Content Exploration
  • Competitive Content Analysis
  • Topic Research
  • Top Publishers by Topic
  • Competitive Analysis
  • Competitor Keyword Matrix
  • Keyword Difficulty Tool
  • Keyword Share of Voice
  • Organic Keywords
  • Paid Keywords
  • Site Audits
  • On-Page SEO Checker
  • Competitor Backlink Checker
  • Backlink Checks
  • Audience Analysis
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Alexa.com Retired

Alexa announced that it will all be going away on May 1, 2022.

The announcement was short and with no explanation as to what led to the decision.

“Twenty-five years ago, we founded Alexa Internet. After two decades of helping you find, reach, and convert your digital audience, we’ve made the difficult decision to retire Alexa.com on May 1, 2022.

Thank you for making us your go-to resource for content research, competitive analysis, keyword research, and so much more.”

Alexa offered a powerful suite of SEO and marketing tools and it’s sad to see them go away.

Many people didn’t know about the tools and perhaps it might still be around if it had been promoted better.

Citations

Official Alexa.com Announcement

We will be retiring Alexa.com on May 1, 2022

Archive.org Snapshot of Alexa.com Search Marketing Offerings

Archive.org Snapshot of Alexa Backlink Checker Tool

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