SEO in the site is the most basic method to increase Amazon traffic, and it also fundamentally determines the effect of other promotion channels based on SEO. It can be said that although SEO is the foundation, it is extremely important. Surprisingly, in fact, among all the sellers contacted, 99.9% didn't do SEO in the site, or what they did was completely wrong.

After SEO is done, it is relatively simple. You only need to update the corresponding information in sellercentral or vendorcentral.

Here I want to emphasize the effect of SEO and how to measure the performance of SEO:

1. For a brand-new account, if the SEO work is done at the beginning of the product shelf, the effect will be seen soon (generally within 5- 10 working days), because the initial account is not mixed with more sales and evaluation data, which is the best time for SEO. (With sales and evaluation data, the effect of SEO is often affected by negative scores. Therefore, now is the best time to do the initial SEO of goods.

2. For accounts that have been sold, the effect of SEO will become more complicated because of the data of various business behaviors. However, if your sales volume is stable, the bad reviews will not suddenly increase, the health of your account is relatively stable, and you have not done anything that can bring you punishment, then SEO can still improve your conversation. It is emphasized here that in order to get better SEO effect and better sales, you have several key indicators-key indicator data that Amazon needs to pay attention to all the time in its daily operation (only a few are listed here, of course, there are other indicators that need attention, but they may not be so important).

Order-The quantity of the order.

Customer feedback-feedback is the evaluation of the overall shopping experience of customers after shopping, and there will be specific scores in the background. Too low a score will directly affect your ranking and sales.

Comments-What we need to pay attention to in comments is the so-called bad reviews, that is, comments with a score of less than 3.5 stars.

Account health-health refers to the daily health of your account. It is a response to whether your account has been complained, whether there is any violation record, etc. If you are complained too much, or maliciously violate Amazon's rules, this score will be lower, which will affect your traffic and sales, and may even be closed.

Sellerrating-this is a comprehensive score after scoring all the service indicators of you as a seller, representing the quality of your service to buyers.

Complaint rate-Amazon has opened the seller complaint function in the background, but it is best not to use this function frequently. If there are too many complaints, Amazon will temporarily think that the seller is in a problem state until the complaint is resolved. This is also a factor that affects traffic and sales. So, if your data becomes very ugly, it will be difficult for your sales to continue. At this time, you can save your account by swiping the bill, but you also need to grasp the skills and timing. We will discuss this in detail later.

Method 2 for improving actual traffic: product advertising optimization

The second reason why SEO is important is reflected in Amazon's unique advertising system. At present, the keywords recommended to you in Amazon product advertisements (manual advertisements and non-automatic advertisements) are all analyzed and recommended according to product titles and search terms. In other words, the quality of your product information SEO determines the quality of keywords in your advertisement and the price of bidding keywords, which in turn determines the traffic and sales that this advertisement can bring. (Amazon's keyword data is a black box for all sellers, because Amazon knows very well that an important part of doing e-commerce is to strictly control sales channels. (This is completely different from the openness of search engines to keywords)

After getting SEO information, if you plan to use product advertisements to improve the sales and conversation of your products, then you need to do something.

1. Open a product advertising account. As long as you are a premium account, you can easily open a product advertising account through the advertising option in sellercentral.

2. Click the Activity Manager after opening an account, then create an activity and fill in your own activity name, generally written in ASIN ID (this is more suitable for students with less ASIN). Then fill in your daily total bid and choose to create the advertisement manually instead of using automatic advertisement. The keyword adjustment and bidding adjustment of automatic advertising are automatically maintained by an algorithm, which is slow to update and not as accurate as manual adjustment. After all, the algorithm can't judge the relevance of keywords at present.

3. If your product quantity is relatively small (within 10), it is best not to put similar products in the same advertising group to enjoy keywords. According to Wu Jiayang's test, the click volume of keyword advertisements is less than the total click volume of independent advertising groups. Therefore, it is best to use an independent advertising group for each product. Of course, if you have more products, you can manage them with the Asini method mentioned above. Of course, this is only based on the test data obtained by the current industry. You can test your own results. If your result is just the opposite of this result, believe in your own result. Different industries may have different data. If there are many products, confusing the names of advertising groups will lead to confusion. Here's a little trick to make it up. Usually, you only need to use ASIN ID for each advertising group, and then contact the search function of ctrl+f to find the goods. Of course, this is only based on the test data obtained by the current industry. You can test your own results. If your result is just the opposite of this result, believe in your own result. Different industries may have different data. If you have many products, you should set up your account according to the normal three-tier structure of Campaign-ADS Group-Products Group.

4. After the activity is established, click Next, fill in the name of your advertising group, select the corresponding products in the advertising group, click OK to establish the advertising group, and then we can see the keywords analyzed by the system according to our titlle and search words.

What you need now is to distinguish which keywords are less relevant and not to bid. (Some students responded that after an ASIN SEO optimized the title and other information, because all the information has changed, the keywords analyzed in the advertisement should also have new changes, but the keywords in the advertisement have not changed, which is abnormal. After testing, just delete the advertisement and re-establish a new keyword. For keywords with high relevance, we can adopt the strategy of low bidding, continuous testing and repeated price adjustment. Usually, the bidding for a keyword can start from $ 0. 1 and gradually increase, and observe the relationship between click consumption and traffic. The only purpose of doing this is to find an optimal point between traffic and consumption. In technical terms, it is to find an optimal ROI (return on investment) through the constant price adjustment of keywords. Usually this process of repeated testing and price adjustment will basically reach an ideal point after five working days.

(keywords that are too low and too broad in relevance to the product will often consume a lot of your budget, but will not generate sales. If you find that you spend a lot of advertising money but your sales are not good, you need to re-examine your advertising keywords to see if there are a large number of such broad words. At this point, advertising optimization is basically completed, but you'd better pay attention to advertising data every day, especially before major festivals, your advertisements may need to be adjusted accordingly.

Method 4 for improving actual traffic: "Brush the bill"

The so-called list brushing is nothing more than finding some fake buyers to help you make fake purchases, so as to improve some of your key sales indicators, such as comments, feedback, health, ratings and so on. Brushing a bill is definitely a violation of Amazon's sales policy. If you are caught, you will close the store, detain goods, deduct money, and even go to court.

It also needs to be stated here that the author does not support any form of "brushing", and encourages everyone to quickly open the market and obtain real sales data through developed goods and meticulous marketing. this

I won't write out how to "brush the bill" in detail, because it will give you the wrong guidance, but if you have to brush the bill, you may need to pay attention to the following points:

1. Don't complain, be complained and be punished at the same time.

2. The number of new ASIN bills needs to be controlled.

Method 3 for improving actual traffic: "follow and sell"

"Follow-up", a professional marketing term of Amazon invented by China, is a vague concept. So that almost 100% of sellers have a wrong understanding of this concept. Usually, sellers in China understand that no matter what goods are sold on Amazon, they will find the same goods and sell them as an offer. What's more, they even hang them directly under someone else's father Asin ID as sub-variants. Then the consequences of doing so are often tragic. At first, money was made quickly and sales were good. However, accounts are often blocked overnight, products are taken off the shelves, and all goods and money are confiscated by Amazon. Examples of such tragedies abound.

So what caused this result? Is it forbidden to simply sell the same hot product together?

To understand this problem, we need to start with Amazon's "Darwin" product competition mechanism. Everyone who does Amazon knows that Amazon does not let each seller or supplier set up a detailed page, but decides whether to set up an additional detailed page according to the product itself. Simply put, Amazon does not allow multiple details pages for the same product, but shares a details page with the same product from different sellers or suppliers. And through the method of calculating and sorting the purchase boxes of sellers or suppliers according to the data of goods, the sales opportunities of products are presented to customers.

One of the purposes of this is to ensure that a large number of duplicate products and pages will not be formed on the website. More importantly, it is necessary to form healthy competition among different sellers and suppliers of the same product. By giving more opportunities to display high-quality product information, other suppliers are encouraged to continuously improve the information quality of their products, so as to ensure that "good money drives out bad money" and make good sellers or suppliers sell better, while sellers or suppliers who do not follow the rules have the incentive to improve product information or be eliminated.

After understanding this "Darwin" logic, we will find that it is this Darwin system that is conducive to improving the quality of product information, which objectively leads to the situation that many sellers or suppliers quote side by side. It is also the so-called superficial phenomenon of "following the trend". However, why does a "follow-and-sell" system dedicated to upgrading and improving information quality bring the consequences of closing stores, withholding products and withholding money?

There is actually a very big misunderstanding here. The parallel offer itself did not bring any bad results, but it violated the intellectual property rights and related laws of the United States and brought the bad consequences just mentioned! ! !

The product Darwinian system itself is just a platform, which provides opportunities for parallel imports. However, domestic people often have no bottom line when uploading parallel quotations. When they saw that other companies were selling well, they directly copied an identical one and went directly to parallel imports for quotation. What's the difference between this and selling fake cards? ! !

More specifically, if it is just a tying offer, it is not necessarily bad, but if it infringes on other people's brands and patents, it will be punished or even closed by Amazon! ! ! Here are three situations that can more clearly illustrate the consequences of "tie-in sales":

1. If you "follow up" (the word "follow up" has never been accepted, because it is an ambiguous concept, I would rather say "parallel quotation"), the product has not registered an internationally recognized brand or trademark, and has not applied for any patents on design and function recognized by the United States and Amazon. Then, it is no problem for you to bundle the quotation, and it will not lead to any punishment! ! !

2. If your "follow-up" product has applied for an internationally recognized brand or trademark, and your parallel quotation just infringes the brand of the main product, then the owner of the main product can delete your listing through testing, or directly resort to legal means, or close your shop, seal up your goods and deduct your money. Of course, many times, brands will not fight with small sellers, but at this time your life and death are in the hands of others. In addition, Amazon will regularly update its brand library and regularly delete and punish the list of infringing other people's brands. In this case, it is others who control your life and death.

3. If the products you "follow" have internationally recognized brands and trademarks and all kinds of patents on the products, then the owner of the main products can directly close your store, detain your goods, collect your money and even bankrupt your company through legal channels!

At this point, everyone should be able to understand that it is not the "follow-up offer" (bundled offer) that will cause any disaster, but the violation of intellectual property law and its related laws will cause you huge losses!

So how do small sellers make your strategy if they want to follow suit? A big principle is to ensure that what you do is not illegal!

1. Before tying the offer, check whether the trademark and brand of the product you want to sell infringe others' brands and trademarks. If not, you can "sell".

2. Before tying the offer, check whether the product you want to sell infringes the patent of other people's products. If not, you can sell it.

Then many people will say that selling is to make money quickly. Aren't you slow to be so formal? If you think so, I advise you, you can't do Amazon with the thinking of China e-commerce. Marketing on Amazon is weak, and products, brands and services are the core of Amazon. This is the experience that many people summed up after they died on the beach. If you don't want to go left, you will definitely die.

However, if you insist that the sword is biased, then choose products that are still hot with little brand influence and few patents to "follow". It can only be said that your chances of death are smaller and slower. But no one can guarantee that if you don't order 100 today, you won't make a deal tomorrow!

It must be stated that anyone who reads this article is not encouraged to engage in activities that infringe other people's brands and knowledge products! It has always been argued that Amazon sales should be regarded as a formal business, with good management, good products, good brands and good services.

Just from the perspective of "selling" others, I said "how" to sell others, so from the perspective of a sold person, how can we prevent being sold?

1. Register a brand recognized by the United States, preferably directly in the United States, or register a trademark of the Madrid system. As we all know, Amazon has the function of brand protection. You must apply for Amazon's brand protection after you have an American-recognized brand. If someone maliciously "sells" after you register for brand protection, you can obtain evidence of infringement through "trial purchase" and then complain to Amazon to protect your brand. Malicious "subsequent" products will be deleted or closed for processing.

2. The most thorough way to prevent malicious "following the trend" is to apply for corresponding intellectual property protection, that is, patents, in the research and development stage of products. Whether it's the design expertise of your product or the patent with other unique functions, it's best to complete the international or American patent application before the product is officially listed (of course, it depends on your target market, international patents are protected by recognized countries, and patents in specific markets are protected by that country). If you own some patents of a product, when you find a malicious "copycat" seller, you can directly notify Amazon and the infringing seller through your attorney in the form of a lawyer's letter, asking Amazon to delete the infringing product. If the circumstances are serious, you can even ask to close the infringing seller's shop. For the infringing seller, you can ask him to stop the infringement and delete the product. If his infringement is very serious, you can even resort to law to take him to court. This is the fundamental way to prevent you from being maliciously "followed" from the entrance. Almost 1000% of domestic sellers have no awareness of intellectual property rights, especially the awareness of protecting their products and even business models with patents. In fact, this is only basic business knowledge abroad, and it is one of the most basic basic work of an enterprise. In fact, it is not that difficult to apply for an international patent. For some cities that encourage knowledge innovation, they even provide high subsidies. As far as we know, the minimum cost of registering an international patent in Guangdong Province is about 5,000 yuan, and if an international patent is registered, the relevant departments of Guangdong Province will reward enterprises about 7,000 yuan. It can not only protect its own products and business model, but also accumulate the technical strength of the enterprise and earn a little money at the same time. Why not? ! Let me say a few more words here. China people are accustomed to selling whatever they want, and even more accustomed to spreading what they don't know about intellectual property rights. What I want to say is that Amazon relies on selling "imitations" and distributing goods in large quantities. You have no future, only a dead end. Again, the core idea of Amazon is very simple, that is, those six words: "products, brands, services."

3. Find some distinctive products or general products. The so-called distinctive products may be products other than FMCG. For example, I know that some semi-industrial products sell well on Amazon, such as 3D printers. There are also some strange products, such as Laoganma, duck neck and so on. Or you can find some common products to sell. These products are usually not so strong in brand characteristics, such as tableware, so the probability of infringement is relatively low. These products seem to be "unpopular", but they often sell very well. People who can do business well are people who are good at using their brains and discovering areas that others have not discovered. Don't just wait for death in the "red sea", use your head, maybe you can find your own "blue ocean"