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Amazon SEO vs Google SEO: Key Differences and Strategies
August 11, 2023

In the dynamic world of online marketing, understanding the nuances of search engine optimization (SEO) is paramount for businesses seeking success. Two dominant players in the digital realm, Amazon and Google, have distinct SEO ecosystems that demand unique approaches to thrive. In this comprehensive guide, we delve into the contrasting worlds of Amazon SEO vs Google SEO, exploring the key differences and advanced strategies needed to excel on each platform.

Understanding Search Intent and Behavior

Amazon SEO: On Amazon, shoppers arrive with a clear buying intent. They are actively searching for products they intend to purchase. As such, optimizing for specific product-related keywords is crucial. Long-tail keywords that capture unique product attributes and cater to the target audience’s needs are precious.

Strategy:

  • Utilize Amazon’s autocomplete and suggested search features to identify popular product-related search terms.
  • Analyze competitor product listings and incorporate relevant keywords into your product titles, descriptions, and backend search terms.
  • Leverage keyword variations and synonyms to capture a broader audience without compromising relevance.

Google SEO: In contrast, Google users often embark on informational journeys. They seek answers, solutions, or knowledge on various topics, for Google SEO focuses on creating comprehensive content that addresses user queries and provides valuable insights.

Strategy:

  • Employ keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to identify informational and long-tail keywords with significant search volume.
  • Create content that caters to user intent and incorporates relevant keywords naturally.
  • Optimize meta tags (title tags and meta descriptions) to increase click-through rates in the search results.

Keyword Research

Keyword Research - Magnifying Glass

Amazon SEO: Amazon’s product-centric environment requires a unique approach to keyword research. Identify high-converting keywords that align with your product offerings and resonate with your target audience.

Strategy:

  • Analyze competitor listings to discover relevant keywords they are targeting successfully.
  • Use backend search terms effectively to include additional keywords that may not fit naturally in your product listing’s visible content.
  • Stay updated on industry trends and seasonal keywords to capitalize on timely opportunities.

Google SEO: Keyword research for Google involves a broader scope of keywords to attract diverse traffic to your website.

Strategy:

  • Conduct thorough research to understand your target audience’s pain points and informational needs.
  • Create pillar content as a comprehensive resource on a specific topic and support related cluster content pieces.
  • Monitor search trends and adapt your content strategy to stay relevant.

Content Optimization

Amazon SEO: Optimizing product listings on Amazon goes beyond keywords. The goal is to entice shoppers to purchase persuasive content and appealing visuals.

Strategy:

  • Use high-quality product images that showcase the product from multiple angles.
  • Craft compelling product titles that include relevant keywords and highlight unique selling points.
  • Write concise, engaging bullet points and product descriptions that communicate the product’s benefits.

Google SEO: Content depth and relevance are paramount for Google. Focus on creating valuable, comprehensive content that satisfies users’ search intent.

Strategy:

  • Conduct thorough research to ensure your content covers the topic comprehensively.
  • Incorporate multimedia elements like images, videos, and infographics to enhance engagement.
  • Optimize your content for featured snippets to increase visibility in position zero.

Backlinks and Reviews

Amazon SEO: Amazon’s algorithm prioritizes customer reviews and ratings as product credibility and quality indicators.

Strategy:

  • Encourage customers to leave honest reviews by sending follow-up emails or offering incentives.
  • Address negative reviews professionally and proactively to showcase excellent customer service.
  • Optimize your Amazon seller profile by providing accurate business information and maintaining a positive seller rating.

Google SEO: Backlinks remain a critical ranking factor for Google, indicating a website’s authority and trustworthiness.

Strategy:

  • Focus on earning high-quality backlinks from authoritative websites within your industry.
  • Guest posts on relevant blogs and platforms to build backlinks and establish your authority.
  • Develop linkable assets like infographics, research studies, or comprehensive guides to attract natural backlinks.

Conversion Rate Optimization (CRO): Amazon SEO vs Google SEO Perspectives

Amazon SEO: Conversion rates significantly impact your rankings on Amazon. A higher conversion rate strongly matches user intent and the product’s appeal.

Strategy:

  • Analyze your product listing’s performance metrics and make data-driven improvements.
  • Offer competitive pricing, enticing promotions, and bundle deals to boost conversions.
  • Optimize your product page’s layout and design for a seamless shopping experience.

Google SEO: While not a direct ranking factor, CRO impacts user engagement and dwell time, indirectly influencing rankings.

Strategy:

  • Enhance your website’s loading speed to reduce bounce rates and improve user experience.
  • Optimize your website’s navigation and design to guide users to relevant content and calls to action.
  • Implement A/B testing to identify elements that improve user engagement and conversion rates.

Platform Algorithms

Amazon SEO: Amazon’s A9 algorithm drives sales by displaying high-conversion potential products.

Strategy:

  • Optimize for relevancy and conversions by understanding customer behavior and preferences.
  • Monitor and analyze sales data to identify opportunities for improvement.
  • Stay updated on Amazon’s algorithm changes and adapt your strategy accordingly.

Google SEO: Google employs various algorithms, including RankBrain, to assess user satisfaction and relevance.

Strategy:

  • Prioritize user satisfaction by creating content that provides value and answers user queries comprehensively.
  • Aim for featured snippets. People Also Ask (PAA) boxes and other SERP features to increase visibility and traffic.
  • Implement structured data markup to enhance the display of your content in search results.

Competition

People Running to Finish - Depicting the Competitive Nature of Online Marketing

Amazon SEO: Amazon’s competitive landscape is fierce, with multiple sellers vying for visibility for similar products.

Strategy:

  • Conduct thorough competitor analysis to identify strengths and weaknesses.
  • Differentiate your products by highlighting unique selling points and offering excellent customer service.
  • Regularly monitor competitors’ pricing and promotions to stay competitive.

Google SEO: Google’s search results often include many websites competing for user attention.

Strategy:

  • Identify gaps in your competitors’ content strategies and create content that fills those gaps.
  • Offer content upgrades or additional resources to make your content more valuable than competitors.
  • Focus on building brand authority and expertise through thought leadership content.

Mobile Optimization in the World of Amazon SEO vs Google SEO

Both Amazon and Google emphasize mobile optimization, given the rising number of mobile users.

Amazon SEO strategy:

  • Ensure your product listings display well on mobile devices with clear images and concise descriptions.
  • Optimize your Amazon store page for mobile responsiveness and easy navigation.

Google SEO strategy:

  • Adopt a mobile-first approach for your website design and ensure all content is mobile-friendly.
  • Monitor your website’s mobile loading speed and optimize images and scripts to improve performance.

The Role of Customer Reviews and Social Proof in Amazon SEO vs Google SEO

Customer Reviews and Social Proof - 5 stars

Amazon and Google consider customer reviews and social proof indicators of quality and trustworthiness.

Amazon SEO strategy:

  • Encourage satisfied customers to leave reviews through follow-up emails or incentives.
  • Engage with customers by responding to reviews, addressing concerns, and showing excellent customer service.

Google SEO strategy:

  • Leverage customer reviews and testimonials on your website to build credibility.
  • Engage with your audience on social media platforms to foster community and trust.



By understanding the key differences between Amazon SEO and Google SEO and implementing effective strategies for each platform, businesses can maximize their online visibility, reach their target audience, and drive sales or traffic accordingly. Embracing these differences will help marketers and online sellers stay ahead in the ever-evolving digital marketing and e-commerce world.

Remember, the SEO landscape is continually changing, so staying up-to-date with the latest trends and algorithm updates is crucial to maintaining a competitive edge.

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Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche

Treasurer

An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner

CFO

Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​

CEO

As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.

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