Importance and purpose of SEO measures in EC malls
Speaking of SEO measures, it is famous for measures to display at the top of the search results of search engines such as Google search and Yahoo! search, but SEO measures are also effective for EC malls such as Amazon, Rakuten market, and Yahoo! shopping.
Since each mall has its own search logic, the same SEO measures as search engines are not necessarily effective. By taking appropriate measures, you can increase the display ranking of the product page in the mall.
For SEO measures on search engines such as Google and Yahoo!, please refer to the article below for detailed explanations.
Advantages and disadvantages of SEO
Why SEO measures are important for EC malls
There are two main reasons why SEO measures in EC malls are important.
1. Many users search for products by searching
SEO measures that increase the number of inflows through natural search are important measures for increasing sales.
The breakdown of PV on product pages can be roughly divided into inflows via advertisements and natural search inflows. In other words, in order to increase the PV of the product page, it is necessary to use advertisements or increase the inflow from natural search.
Of course, using advertisements to attract customers is one way, but as you can see when considering the consumption behavior of users in EC malls, many users use the search function in the mall to find products. .
By displaying the product page at the top of the search results screen, the amount of exposure to users searching for the product increases, and as a result, the number of page views of the product page increases.
Therefore, it can be said that SEO measures that increase the number of inflows through natural search are important measures for increasing sales.
2. It costs nothing
Another important point is that unlike advertising, SEO measures do not cost money.
Of course, it takes a lot of man-hours, but even if you subtract that, it's a measure that has a big impact on sales.
While advertising requires a certain amount of budget, SEO measures can be done by businesses who have just started their business, and once they are implemented, they can be expected to have long-term effects on attracting customers. SEO measures are important measures.
Goal (Purpose)
The goal of SEO measures for EC malls is to display the product page on the first page of the search results list of each mall, preferably in the first view.
This is because the lower the search ranking, the higher the possibility that PV will flow to competitors, or they will leave midway and search for other keywords.
Especially in the case of malls with separate pages, the number of PVs on the second and subsequent pages drops dramatically compared to the first page, so it is important to enter the first page.
For example, the breakdown of the first page of the search results page of Rakuten Ichiba (PC version) is that there are 2 to 3 products in the ad space and 42 to 43 products in the natural search space, so the goal is to rank at least within the top 43. (As of December 2022)
That said, even if you rank at the very last minute of the first page, you can only get a small amount of PV, so in order to increase the store's PV, you should first aim to rank within the top 10 for your target keyword in any mall. let's
Concept of SEO measures in EC mall
The search logic in the EC mall will be updated from time to time, so be sure to incorporate the latest information.
On top of that, here we will explain the basic concept of implementing SEO measures in EC malls.
Understand search logic by mall
First, understand the search logic of each mall you run. By understanding the search logic, it becomes easier to determine which SEO measures should be prioritized.
For example, in Yahoo! Shopping, the logic is that products with excellent store labels and excellent shipping labels are given greater priority in search rankings than other products. (As of December 2022)
Therefore, in some cases, prioritizing acquisition of good store labels and good shipping labels over keyword measures may have a greater impact on sales.
In this way, by understanding the search logic, it is possible to more accurately determine the priority of measures.
Aim for keywords that sell, not keywords that attract customers
Keyword selection is important in implementing SEO measures in EC malls.
In EC mall operation, even if you can get a lot of PV, it is meaningless if it does not lead to purchases.
Therefore, choose a keyword that has a specific search intent and is likely to lead to purchases, such as “popular supplements for women”.
Take Middle Words and Small Words
In terms of SEO measures, of course, it is ideal to get a high ranking with keywords (big words) with high search volume. However, since the search logic of the mall also considers past sales results, it is difficult to get a high search ranking just by simply entering a big word on the product page.
For this reason, it is recommended to first take a strategy of targeting keywords that have a low search volume compared to big words and are composed of multiple words, called "middle words" and "small words (long tail)".
There are two main reasons. One is less competition.
Big words are keywords that are included in many stores, so there is a lot of competition.
Another reason is that the search intent is specific and easily leads to purchases.
The more specific the keyword is, the clearer the user's needs are, and the higher the purchase rate when a product that matches the search intent is found.
Figure 1: Comparison of Big Words and Middle/Small Words
eliminate negative factors
Points to note when implementing SEO measures for EC malls are [,. Do not include special characters such as “”!?★□” or machine-dependent symbols.
Each mall has guidelines for keywords that can be used for product names and product information, and SEO measures must be implemented within those guidelines.
If you violate the guidelines, not only will the rating of the corresponding product drop, but it will also affect the search ranking, and in some cases, the rating of the store itself may also drop.
Not only words that go against public order and morals that are easy to understand, but also keywords and some symbols that are not related to the product may be deducted, so be sure to check the mall guidelines in advance when taking SEO measures.
Minimum points to keep in mind with SEO measures in the mall｜Each EC mall
When doing SEO measures, it is important to first understand the items to be evaluated.
Since the search logic that is displayed at the top differs for each EC mall, here we will explain the points that should be kept in mind with SEO measures for each EC mall.
Rakuten
Features of search logic
The two most important points in Rakuten's search logic are "sales performance" and "product name (title)."
Also, compared to other malls, the number of store reviews and product reviews is not a small factor in SEO, so review acquisition measures are also effective.
Where to do SEO
The places where SEO measures should be taken in Rakuten and the degree of impact are as follows.
|
item |
Impact |
Countermeasure difficulty |
|
Product name (title) |
◎ |
During ~ |
|
catch copy |
◎ |
During ~ |
|
Product description for PC |
◯ |
During ~ |
|
Product description for smartphones and mobile devices |
◯ |
During ~ |
|
Sales description for PC |
◯ |
During ~ |
|
tag ID |
△ |
low |
|
Directory ID |
△ |
low |
|
Store reviews and product reviews |
◯ |
high |
|
Sales performance |
◎ |
high |
*Influence｜Large: ◎ Medium: ◯ Small: △
Sales results have the greatest impact on Rakuten's SEO measures, but since it is difficult to control sales results, product names and catchphrases are prioritized, followed by product descriptions and store reviews. - Let's get down to product reviews.
Tag IDs and directory IDs improve searchability from the user's point of view, but their priority as an SEO measure is low.
Yahoo! Shopping
Features of search logic
The three most important points in Yahoo! Shopping's search logic are "sales results," "excellent delivery," and "excellent stores."
Like Rakuten and Amazon, Yahoo! Shopping emphasizes sales performance in its evaluation, but Yahoo!
"Excellent Shipping" is a status given when the product meets certain conditions, and "Excellent Store" is granted when the store meets certain conditions. Both statuses have a big impact on your search rankings, so try to earn them aggressively. (Detailed conditions are as follows)
|
conditions |
effect |
|
|
excellent delivery |
・The shortest "desired delivery date" is "order date + 2 days" ・The store's shipping delay rate is below a certain level |
・Preferred search ranking ・Excellent shipping label is given |
|
excellent store |
・Comprehensive evaluation of 12 points or more ・Excellent store evaluation score above a certain level ・Excellent delivery order share rate is 50% or more |
・Preferred search ranking ・Excellent store label is given |
*Information as of December 2022
Where to do SEO
The places where SEO measures should be taken in Yahoo! Shopping and the degree of impact are as follows.
|
item |
Impact |
Countermeasure difficulty |
|
Product name (title) |
◎ |
During ~ |
|
catch copy |
◎ |
During ~ |
|
Product description (common to PC smartphones) |
◯ |
During ~ |
|
Product category |
△ |
low |
|
brand code |
△ |
low |
|
spec |
△ |
low |
|
Product code (model number) |
△ |
low |
*Influence｜Large: ◎ Medium: ◯ Small: △
Except for sales results, excellent delivery, and excellent stores, the most influential factors for SEO measures in Yahoo! Shopping are "product name" and "slogan". Let's take measures for the product description (common to PC smartphones).
Items with a negative impact in the table above, such as product categories and brand codes, have higher searchability from the user's point of view, but have a lower priority as SEO measures.
Amazon
Features of search logic
As with Rakuten and Yahoo! Shopping, Amazon's sales performance has a major impact on search logic.
Unlike Rakuten and Yahoo! Shopping, Amazon is a marketplace-type mall, not a tenant-type mall like Rakuten or Yahoo! Shopping. SEO measures in the form of inserting are not possible.
If you are listing your own products, there is room for SEO measures, but in the case of national products, how to acquire cart boxes is important, so keep in mind that strategies will differ between national products and your own products.
Where to do SEO
Since the points to be addressed differ between NB products and our own products, we will explain them separately.
Logic common to NB products and in-house products
As a common point, since "sales results" on Amazon refers to "the number of orders in a certain period of time", it is effective to accumulate sales results using advertisements in order to display at the top of search results.
If you use ads to increase the number of products sold, you will be more likely to be displayed at the top of the organic search rankings, so there is a high possibility that you can get a certain level of ranking without using ads.
For NB products
NB products cannot be differentiated by keywords, etc., so basically it is a price / point competition.
The logic displayed in the cart on the product page has not been officially released by Amazon. It is thought that the decision is made comprehensively based on information such as the shipping delay rate and the shortage rate.
Setting the lowest selling price or points does not necessarily mean that you can get a cart box, and the store's operational performance has a large impact on the evaluation, so at least the store will be negatively evaluated due to shipping delays and cancellations. Be careful not to
For own products
In the case of in-house products, unless the product is wholesaled to another company, there is no need to compete for the cart box on the product page, but compared to NB, it requires effort to be displayed at the top of the search results.
The places where you should take SEO measures for your products and the degree of impact are as follows.
|
item |
Impact |
|
Product name |
◎ |
|
Product description |
◯ |
|
keyword |
◯ |
*Influence｜Large: ◎ Medium: ◯ Small: △
As shown in the table above, SEO measures can be taken directly in terms of being a search item, but as mentioned above, Amazon emphasizes sales performance, so increasing the CVR of the product page is also an indirect method. It leads to SEO measures.
For example, it is effective to enhance sub-thumbnails in addition to thumbnail images, and create product introduction content (A+) using images, tables, etc.
How to find keywords that sell | By EC mall
Here, we will explain how to find keywords that sell for each EC mall.
Common to all malls
Analyze suggested keywords
The common way to find keywords that sell well in any mall is to analyze "suggested keywords".
Suggest keywords are “live” keywords searched by users when searching for products they actually want to purchase, so they have a relatively high CVR and are easy to lead to purchases.
Suggested keywords change depending on the time and season, so it is recommended to check frequently.
As a tip, in order to win against competing stores, the trick is to look for compound keywords of two or more words, not just single keywords.
Rakuten
Analyze Rakuten Search inflow improvement
In "Rakuten Search Inflow Improvement" in RMS TOP > Data Analysis > Sales Improvement Actions, you can check the search keywords, number of accesses, and conversion rate of the top 30 products in the store.
In addition to grasping the trends of keywords with high conversion rates and horizontally expanding them to other products, it is also possible to grasp the trends of keywords with high access numbers and low conversion rates and use this information to make improvements.
Analyze the performance of RPP advertising
RPP advertising is a type of pay-per-click advertising that bids for specified products by specifying keywords.
From the management screen of RPP ads, you can see the advertising results by product and keyword, so you can select keywords with good CTR and CVR based on that.
See "Related Search Keywords"
A list of "keywords related to" is displayed at the bottom of the Rakuten search results page. Similar to the suggested keywords, keywords that are close to the user's search intent are displayed, so let's refer to these keywords as well.
Yahoo! Shopping
Analyze the performance of maker item match ads
Manufacturer item match ads are pay-per-click ads that bid for specified product groups by specifying keywords.
From the management screen of Maker Item Match Ads, you can see the results of advertising by product and keyword, so you can select keywords with good CTR and CVR based on that.
See "Related Search Words"
A list of "related search words" will be displayed below the search window in the search results. Similar to the suggested keywords, keywords that are close to the user's search intent are displayed, so let's refer to these keywords as well.
Amazon
Leverage brand analytics
If you have your own products and are registered as a brand on Amazon, you can use the "brand analytics" function from Seller Central TOP > Brands > Brand Analytics > Amazon Search Terms to find out the search frequency and CVR of inflow keywords by product and keyword. You can check.
Analyze your Sponsored Products performance
Sponsored Products Ads are pay-per-click ads that bid for specified product groups by specifying keywords.
There are manual targeting where keywords are set by the store from scratch, and auto-targeting where Amazon automatically sets appropriate keywords. We recommend auto-targeting.
From the management screen, you can see the advertising performance by product and keyword.
Please note that this function cannot be used for NB products.
Recommended tools for searching keywords
In addition to the functions of the EC mall, there are tools that can search EC mall suggestion keywords such as Rakuten and Amazon and output data in CSV format.
Two representative tools are introduced here.
sea otter keyword
Otter Keywords is a free keyword research tool.
EC malls can only acquire data from Rakuten and Amazon. However, you can also obtain suggested keywords from Google Search and Google Shopping, so you can use them for reference.
With paid premium features, you can also obtain search volume and perform competitive analysis.
Keyword Tool
Keyword Tool is a free keyword research tool.
EC Mall can only obtain Amazon data.
There is a limit to the data that can be viewed with the free plan, so if you want to obtain detailed information such as search volume and trends, subscribe to a paid plan.
