Amazon is a growth channel for many food and beverage brands, but how do you stand out in the sea of options? And how do you improve the chances that your brand will show up in searches that will actually convert to sales?
In this episode of the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva talks with Shannon Roddy, Amazon Expert, founder of Marketplace Seller Courses, and creator of the Amazon Brand Success Academy. Together they cover why keywords are such an important part of your SEO strategy on Amazon as a food business, and how to get started.
The Amazon Flywheel
Shannon looks at Amazon as a tool for brand building, not simply a platform you execute sales tactics on. One important concept is the Amazon Flywheel, a three-step cycle adapted from Jim Collins’ book, Good to Great, that you repeat over and over again to strive for continuous improvement.
- Optimizing: Putting SEO keyword research into action to help your listings get discovered.
- Launching: Driving targeted traffic to your listings.
- Analyzing: Looking at the data to figure out what worked and what didn’t to optimize and strive to improve as your data and insights provide feedback to help you go back to #1 to optimize, and the cycle continues.
In this episode, we’re focusing on Step 1 – Optimizing, but we’ll get into Launching and Analyzing in part two (Episode 82).
Why Amazon SEO Keyword Research Is So Important
“SEO keywords are sort of like traffic on a four-lane highway: your goal is to figure out what keywords people are searching for, integrate them into your listing, and then target them with advertising,” Shannon says. “Using SEO, you’re able to get in front of that traffic and then present your product as the solution to their problem and what they’re looking for.”
According to Shannon, getting in the top three spots for your product’s top keyword gets you over 65% of all organic clicks—it’s a goldmine. Putting in the work and finding those long-tail keywords can be a big factor to help get your brand traffic that your competitors never even thought about. There are tools to help that are specific to your product and not waste your time and money chasing SEO Keywords that are too broad. Listen to full episode for all of Shannon’s tips and stay tuned for Part 2 coming next, where we get into tips for advertising your food business on Amazon.
Now, let’s go shake up shopping carts!
“Shannon takes a brand building approach. He thinks about how Amazon can play a role in your overall business strategy instead of just focusing on tactical approaches to Amazon.” – @RealFoodBrands
“SEO keywords are sort of like traffic on a four-lane highway: your goal is to figure out what keywords people are searching for, integrate them into your listing, and then target them with advertising.” – @SellerCourses
“The brands that I’ve worked with over past few years that did really well on Amazon, they took the time to understand Amazon well.” – @SellerCourses
In This Episode:
- The three-step Amazon Flywheel process for continually improving your Amazon listings.
- Why SEO keyword research is so important to understand.
- Why it’s so beneficial to get in the top three results on Amazon.
- How to get started with keyword research for your food business.
- Why it’s worth the time to find specific long-tail keywords for your brand.
- Why using general keywords can actually hurt your product’s listings.
- How Amazon SEO is different than Google SEO.
- What you can do today to get starting thinking about SEO for Amazon.
The post Amazon Tips for Food Businesses Part 1: How to Use SEO Keywords to Get Found with Shannon Roddy appeared first on Real Food Brands.