SEO is crucial in driving traffic, boosting visibility, and increasing sales. However, not all SEO strategies work the same across platforms.
White Google is the world’s top search engine, Amazon is the fastest growing platform if you sell products online.
One of the needs is to understand how Amazon SEO differs from Google SEO and how to use both to your advantage.
Two of the biggest players in search, Google Search vs Amazon Search, operate under entirely different algorithms and ranking factors.
Here, we’ll break down the key differences between Amazon SEO and Google SEO, explore their ranking algorithms, and provide actionable insights to leverage both for maximum impact.
Understanding Amazon SEO vs. Google SEO
Amazon and Google are search engines at their core, but they serve different purposes.
- Google SEO services rank web pages to provide users with the most relevant content for their search queries.
- Amazon SEO services are designed to rank product listings for relevance to buyers, with the ultimate goal of driving sales.
Key Differences Between Amazon SEO and Google SEO
Amazon SEO and Google SEO work differently. Let’s understand it better with their fundamental differences.
1. Search Intent
| Search Intent | |
| Amazon SEO | Google SEO |
| Primarily transactional – users want to buy | Mixed: informational, navigational, transactional |
Google: Users search for information (blogs, reviews, guides, solutions, and general knowledge). Keywords often include “what,” “how,” or “best.”
Amazon: Users search for products with a direct intent to buy. Keywords are more transactional, such as “best laptop under $1000” or “wireless earbuds.”
2. Ranking Algorithm
| Ranking Algorithm | |
| Amazon SEO | Google SEO |
| Based on A9/A10 — prioritizes sales, relevance, conversion, and reviewsAmazon SEO and Google | Complex and evolving — considers content quality, backlinks, user experience |
Google: Uses PageRank + AI-based algorithms (like BERT & RankBrain) that assess relevance, content quality, backlinks, and user engagement.
Amazon: Uses the A9 Algorithm (and now A10), which prioritizes sales performance, keyword relevance, conversion rates, and pricing.
3. Keyword Strategy
| Keyword Strategy | |
| Amazon SEO | Google SEO |
| Focus on exact-match, high-intent product keywords | Uses keywords plus semantic/LSI variations; focus on natural language |
Google: Focuses on short- and long-tail keywords, including LSI (Latent Semantic Indexing) keywords.
Amazon: Amazon's SEO strategy prioritizes high-intent transactional keywords for conversions.
4. Content Optimization
| Content Optimization | |
| Amazon SEO | Google SEO |
| Short-form: product titles, bullet points, backend terms, and features | Long-form: blogs, articles, metadata, H1-H6 structure, in-depth explanations |
Google: Values in-depth, high-quality content (blogs, FAQs, structured data, and images) optimized with keywords and internal links.
Amazon: Optimizes product titles, bullet points, descriptions, and backend search terms to improve discoverability.
5. Backlinks & Authority
| Backlinks & Authority | |
| Amazon SEO | Google SEO |
| Backlinks are not a factor; product performance drives authority | Backlinks are crucial for authority and higher SERP rankings |
Google: Heavily depends on backlinks and domain authority as a ranking signal.
Amazon: It does not use backlinks; it ranks listings based on internal factors like reviews, conversion rates, and fulfillment methods.
6. User Engagement Metrics
| User Engagement Metrics | |
| Amazon SEO | Google SEO |
| Measures CTR, add-to-cart rate, purchases, and bounce rate | Measures bounce rate, dwell time, session length, and CTR |
Google: Looks at bounce rate, time on page, and click-through rate (CTR).
Amazon: Measures sales velocity, customer reviews, and return rates.
7. Visual Content Importance
| Visual Content Importance | |
| Amazon SEO | Google SEO |
| High - multiple images, zoom-in features, A+ content visuals are critical | Moderate - optimized images and videos support content but aren’t primary |
Google: Images and videos are supportive and help boost engagement but aren’t always required for ranking. Alt-text and structured data play a role in SEO.
Amazon: High-quality images and videos are essential. They directly impact conversion and click-through rates on product pages.
8. Update Frequency
| Update Frequency | |
| Amazon SEO | Google SEO |
| Algorithm changes are less frequent; ranking changes based on performance | Frequent core updates, mobile-first indexing, and real-time changes |
Google: Algorithm updates are frequent and broad, affecting various industries and content types (e.g., Helpful Content Update, Core Updates).
Amazon: Updates are less frequent, but product listing performance can fluctuate due to internal changes in the A10 algorithm or shifts in marketplace trends.
9. Conversion Focus
| Conversion Focus | |
| Amazon SEO | Google SEO |
| Direct sales conversion is the primary success metric | Conversion may vary: sales, leads, clicks, or information delivery |
Google: Optimization focuses on engagement and getting users to explore the site or perform actions like sign-ups or reading more.
Amazon: The primary focus is on making the sale. Listings are optimized to convert visitors into buyers as quickly as possible.
10. Review Signals
| Review Signals | |
| Amazon SEO | Google SEO |
| Reviews heavily impact rankings and conversions | Important for trust and local SEO, but not a direct ranking factor in general |
Google: Reviews (via Google Reviews, Yelp, etc.) are considered for local SEO and trust but are not directly tied to all organic rankings.
Amazon: Product reviews and star ratings are major ranking signals. More positive reviews lead to better rankings and higher trust with buyers.
How to Optimize for Amazon SEO?
Amazon SEO requires precision in product listings. Here’s how you can improve your ranking:
1. Optimize Product Titles
Your title is the most critical on-page factor in Amazon SEO. Include:
- Primary keyword (e.g., “Wireless Noise-Canceling Headphones”)
- Brand name (if applicable)
- Key product features (e.g., “Bluetooth 5.0, 40-hour battery life”)
- Size, color, and other specifics
Example: Sony WH-1000XM4 Wireless Noise-Canceling Headphones, Bluetooth 5.0, 40-Hour Battery, Black
2. Use Backend Keywords
Amazon's SEO strategy allows up to 249 bytes for backend search terms. Use synonyms, alternative spellings, and additional keywords that buyers might search for.
3. Optimize Bullet Points & Descriptions
- Highlight the unique selling points of your product.
- Use benefit-driven language rather than just listing features.
- Make it easy to skim by keeping bullet points concise.
4. Use Customer Reviews & Ratings
- Encourage verified purchases and positive reviews.
- Address negative feedback to improve customer satisfaction.
5. Improve Sales Performance & Pricing Strategy
- Competitive pricing can boost rankings.
- Use Amazon FBA (Fulfillment by Amazon) for better ranking potential.
How to Optimize for Google SEO?
Google SEO marketing involves creating valuable content and establishing domain authority. Here’s what you should focus on:
1. Conduct Keyword Research
- Use Google Keyword Planner, SEMrush, or Ahrefs, and other reliable SEO tools
- Create a list of High-traffic keywords with low competition
- Use long-tail keywords related to your niche
2. Optimize On-Page SEO
- Title Tag & Meta Description: Keep them keyword-rich but compelling.
- Heading Tags (H1, H2, H3): Use keywords naturally.
- Image Alt Text: Helps with Google Image Search ranking.
3. Create High-Quality Content
- Blog posts, case studies, and guides increase search rankings.
- Use structured data (schema markup) to improve search visibility.
4. Build High-Quality Backlinks
- Guest posting on authoritative websites helps increase domain credibility.
- Engage in digital PR to gain natural backlinks.
5. Optimize for Mobile & Page Speed
- Google prioritizes mobile-first indexing.
- Improve Core Web Vitals (PageSpeed, interactivity, visual stability).
How to Leverage Both Amazon SEO and Google SEO?
You should integrate both Amazon search and Google search strategies to maximize visibility and sales. Here’s how:
1. Use Google SEO to Drive External Traffic to Amazon
- Write product-related blogs and link to your Amazon listings.
- Run Google Ads targeting Amazon product pages.
- Optimize for Google Shopping to showcase your products.
2. Repurpose Content Across Platforms
- Use Amazon bullet points in Google-optimized product descriptions on your website.
- Create a YouTube video and embed it in blog posts and Amazon listings.
3. Optimize for Voice Search
- With Alexa and Google Assistant growing in popularity, optimize for conversational keywords.
- For instance, turn “Best headphones that cancel noise” to “What are the best wireless headphones for travel?”
4. Monitor Analytics & Adjust Strategies
- Use Amazon Brand Analytics to track keyword rankings.
- Use Google Analytics to measure organic traffic performance.
Concluding Thoughts
Both Amazon SEO and Google SEO have distinct differences in how each strategy works to enhance brand visibility, website traffic, and, ultimately, sales. While Google SEO focuses on increasing your brand visibility, Amazon marketing services convert available traffic into sales.
Together, they can greatly increase sales and give an edge in a competitive market.
If you are looking to optimize your Amazon or Google SEO on a budget, we advise you to consult experts so that they can maximize your ranking and conversion rates.
