According to the BrandZ brand value report, Amazon is now considered as the most influential tech company in the world. The company has surpassed both Google and Apple which held the first and second spots, respectively, years prior. This could mean that more and more internet users may prefer using Amazon’s search engines over other existing browsers. Because of this, there had been discussion in some online communities whether this will affect the earnings of existing websites and blogs. Some bloggers are now considering whether or not to change their SEO strategies to match that of Amazon’s algorithms.
Difference between Amazon SEO and Google SEO
While it may be true that Amazon has become a larger technology company than Google, the two search engines have clear similarities and differences. Here are a few differences between Amazon and Google SEO:
Formatting of Anchors, and Keywords
Both Google and Amazon rely on anchors or keywords to create meaningful searches. It must be properly noted that it is through these keywords or anchors that organic internet traffic could be properly directed. These anchors or keywords, when properly optimized, help connect readers and internet users to websites. There is a very significant difference between how Google and Amazon maximize the use of keywords.
For instance, Google usually uses keywords that are “long-tailed”. This means that these are more specific and lengthier keyword phrases. Specific phrases usually yield less, but more directed, search results. The fewer results there are on the search engine results page (SERP), the more chances a particular website will be chosen. Also, Google SEO prefers that certain keywords or anchor phrases be mentioned multiple times within an article and it would be better if the title also contains the keyword.
On the other hand, Amazon maximizes internet traffic by optimizing anchors at its simplest form. A simple, straight to the point but generic, keyword usually yields much more results on Amazon than in Google search. Also, keywords and phrases don’t have to be repeated multiple times to increase the likelihood of appearing on the SERP.
The Overall Importance of External Links
One of the interesting differences between Google and Amazon is looking at the value of external linking. In Google SEO, a web article or page that has a healthy number of external links (or outbound links) is considered a credible website. Linking to relevant (outbound) content helps in establishing security and trust for a website. These external links help Google algorithms identify and understand the niche to help in bumping up the “relevance” or popularity of a particular website. Amazon, on the other hand, does not use outbound links to establish credibility. An Amazon posting does not require the establishment of “relevant content” to establish the niche. Simply put, Amazon does not use outbound links at all.
The similarity, however, is the importance of inbound links to both Amazon and Google. Internet traffic will be increased if more websites link back (backlink) to your website, or to your Amazon posting. In fact, a good way to help increase the popularity of a particular Amazon product is to create a blog that links back to the Amazon posting. This is maximizing Google SEO to improve Amazon SEO, very interesting indeed.
Answering Queries vs. Selling Products
Should bloggers change their SEO strategies to meet Amazon’s SEO requirements? The simplest answer to this is, not necessarily. Amazon SEO and Google SEO function so differently, that choosing between the two will vary depending on a target audience. It is important to note that the goals of Amazon and Google are very different. One is more sales-oriented while the other is more detail-oriented.
Users that go directly to Amazon are individuals who are searching for a product to buy. They have decided that they are looking into buying something but is choosing which brand, type, style, or price point to buy. On the other hand, Google users usually go to the browser to gain information about products. It could be researching comparisons, examples, descriptions, manufacturing processes, or whatever.
A good example would be bed mattresses. Typing the keyword “bed mattress” on Google will yield a wide range of results at the SERP. It could be about sizes, brands, how to clean mattresses, how to dispose of old bed mattresses, or more. However, typing “bed mattress” on Amazon will result in specific products, prices, and brands.
Based on the understanding of algorithms between Google and Amazon, it is clear that the goal of Google SEO is to ANSWER QUERIES while the goal of Amazon is to SELL PRODUCTS. This is one good way to identify whether a user must use Amazon or Google SEO. For blogs, websites, or webpage owners perhaps staying with Google SEO strategies is better. However, for brands, online businesses, and products, a more Amazon SEO focused strategy is much better.