Overview

In early 2024 the Serious Sellers Podcast released episode 122, featuring an Amazon SEO veteran who outlined a step‑by‑step framework for pushing listings onto the first page of Amazon search. The tactics focus on keyword placement, backend hygiene, and conversion signals—elements that together dictate whether a product appears at the top of the results, where the bulk of shopper clicks and sales occur.

Key Points

• Deep keyword research — Pair high‑volume seed terms with niche modifiers (e.g., “wireless earbuds” + “noise‑cancelling”) to capture specific buyer intent.
• Backend field cleanup — Eliminate duplicate words, punctuation, and brand names from hidden search terms to free space for additional relevant keywords.
• Title hierarchy — Lead the product title with the primary keyword while staying within Amazon’s character limits, signaling relevance early in the crawl.
• Bullet‑point integration — Weave secondary and long‑tail keywords naturally into the five bullet lines to boost discoverability without harming readability.
• A+ content reinforcement — Use enriched media where image alt‑text and section headings repeat core keywords, strengthening the relevance score.
• Conversion‑focused metrics — Sustain a conversion rate above 4 %, keep returns low, and price competitively; these performance signals lift organic rankings even when keyword match is identical.

How Amazon Keyword Ranking Works

1. Search query matching — Amazon first scans the title, brand name, and backend keywords for exact or close matches to the shopper’s phrase. Example: A customer typing “organic turmeric powder” will see listings whose titles contain the full phrase rank higher than those that only list “turmeric”.
2. Relevance weighting — The algorithm assigns different weights to keyword occurrences in the title, bullet points, description, and backend fields. Example: A product that repeats “organic turmeric powder” in the title and two bullet points scores higher than one that mentions the phrase only in the product description.