{"id":26283,"date":"2015-11-04T08:00:00","date_gmt":"2015-11-04T16:00:00","guid":{"rendered":"http:\/\/content26.com\/?p=26283"},"modified":"2017-02-21T13:33:58","modified_gmt":"2017-02-21T21:33:58","slug":"four-reasons-amazon-is-new-google","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/four-reasons-amazon-is-new-google\/","title":{"rendered":"Four Reasons Why Amazon is the New Google and What this Means for Brands"},"content":{"rendered":"

As some of you may already know from our announcement\u00a0just a few weeks ago<\/a>, I’ll be presenting at the\u00a0Online & Digital Grocery Summit in Chicago<\/a> November 5. \u00a0For you\u00a0loyal readers who can’t make it to Chicago, I\u2019m offering some of the highlights from my talk,\u00a0\u201cStick, Drive & Convert with Amazon: Or, Why Amazon is the New Google for CPG\u201d.<\/p>\n

Though I’ll be focusing on why CPG brands specifically should be thinking of Amazon less like a retailer and more like the product search engine it has become, wise brands will understand the core message\u00a0applies to any company\u00a0that wants to succeed at #ecommerce. For evidence, have a look at nearly any piece of news on competition between Google and Amazon\u00a0in the last few years, or just one of the latest<\/a>.<\/p>\n

So without giving away the proprietary, IPO-level secrets reserved for\u00a0the paying registrants of the conference (but if you want those too, FYI: you can save $100 if you register <\/a>with the code \u201cContent100<\/strong>\u201d), I can say that,\u00a0like all great ideas, my\u00a0key points\u00a0can be condensed to an easily-referenced listicle. Without further ado: The four reasons why Amazon is the new Google and what that means for your brand.<\/p>\n

Reason\u00a0#1: Search Volume\"Search-Starts-on-Amazon\"<\/strong><\/h2>\n

Years ago, everyone was talking about how\u00a030% of all product searches started on Amazon<\/a>. Now, Forrester is predicting that by the end of this\u00a0year, that number will rise to 50%. Compare that to the comparatively modest 11% that begin like\u00a0searches on Google, and you get the picture: Amazon is, and will continue to be, the new Google for product search.<\/p>\n

Reason #2: Content<\/h2>\n

(Reader Advisory: Apologies in advance to the geniuses at Moz\u00a0<\/a>and every other brilliant SEOer for this simplified summary of SEO practices.<\/em>)<\/p>\n

\"Amazon-New-Google2\"To see big results\u00a0with Google, you need compelling and relevant content that will engage your customers and entice them to share your content with their social network. When your content has this effect, your page authority will increase, and your content will rise in Search Results Pages (SERPs). And, in theory, the more eyes on your pages, the better for your business.<\/p>\n

Building great content is the foundation of every successful SEO campaign with Google, and the same goes for Amazon. It’s no coincidence that\u00a0Amazon is the only major retailer that provides the tools and the freedom to control your own content, and<\/em> ranks the highest among major retailers.<\/p>\n

We have built hundreds of thousands of pages of content for Amazon, and our work with some of the world\u2019s leading brands and retailers continues to show that content delivers a great ROI, in some cases delivering over a 30% conversion increase<\/a>.<\/p>\n

Reason #3: Amazon Media Services DIY Tools\"Amazon-New-Google\"<\/h2>\n

Like Google AdWords, Amazon Media Services gives you the tools that you need to drive Amazon traffic to your content through keywords and sponsored ads. And they are simple enough to use\u00a0on your own.<\/p>\n

That’s not to say these tools don’t have room for improvement, and\u00a0several third party keyword tools<\/a>\u00a0could help you arrive at a similar end. So\u00a0while you may be wise to work with an agency on this (hint, hint<\/a>), it\u2019s good to see Amazon finally taking significant steps toward a DIY model for relevant content and marketing needs without gouging you for needless services.<\/p>\n

Reason #4: Data Doesn\u2019t Lie<\/h2>\n

\"AmazonNewGoogle2\"Amazon provides you with a lot of the data you need to make keyword and content decisions. You\u2019ll be wise to turn to other data sources for\u00a0help, but the DIY tools give you the information you need to build your product pages with the right keywords and drive traffic to your pages with sponsored ads.<\/p>\n

By mining Vendor Central for performance KPIs, you\u2019ll know pretty quickly if you are optimizing your product pages for eyeballs and conversion. If the data tells you it\u2019s not working, tweak your formulas and try again.<\/p>\n

<\/h2>\n

Bonus Reason: Google SERPS<\/h2>\n

If you do all these steps well, you can piggy back on Amazon\u2019s SEO authority and Google will begin rewarding your product\u00a0page\u00a0by improving its SERP ranking.<\/p>\n

You see how this works, right? You SEO the heck out of your product pages on Amazon, which\u00a0will help your SEO efforts on Google, which will improve your SEO value on Amazon, which will\u2026 you get the picture.<\/p>\n

And better yet, as search trends change due to seasonality or real-world events (flu outbreaks, fashion changes, breaking news, etc.), you have the tools to revise your content and ads with new keywords to keep your traffic optimized, almost in real time.<\/p>\n

Where else besides your own web properties can you do this?<\/p>\n

The Takeaway: Amazon is the New DIY<\/h2>\n

Amazon will continue to move toward a full DIY model with their content and marketing tools. This is great news for all brands, and we\u2019re here to help.<\/p>\n

We’ll be introducing new tools and services that can help you manage your content in the next several weeks, and all the when’s and what’s will be detailed right here on our blog. In the meantime, you can join me in Chicago for more on how all the pieces fit together\u00a0or, if you just can’t wait,\u00a0contact us any time<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

As some of you may already know from our announcement\u00a0just a few weeks ago, I’ll be presenting at the\u00a0Online &…<\/p>\n","protected":false},"author":2,"featured_media":26402,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[789],"tags":[1403,1400,1401,550],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\n\t\n\t\n\t\n