Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.


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For Amazon, this is different. Amazon always knows the goal of a user (buying), and also knows whether users reached this goal. Rather than just considering the CTR of a listing for a certain keyword, Amazon also knows the conversion rate and sales volume as well as numerous user-related indicators (CLV, shopping cart etc.). Since the goal on Amazon is always clear (buying) and the achievement of the goal can be tracked well, conversion rate and CTR are of central importance. Because of these differences optimization for Google and Amazon has to focus on different target indicators.

Without any tools for tracking and adjusting the different factors, it’s hardly possible to optimize for sales success on Amazon. With our analysis tool we decided to provide the necessary foundation for measuring all these key figures and for understanding the effects of your optimization efforts. The greenfield image also applies to agencies, communities, and third-party suppliers: again, compared with Google there are only very few touch points for exchanging knowledge and experiences.

This is somewhat surprising given the fact that more and more consumers, when searching for products online, in fact skip searching on Google and directly turn to Amazon to search for products (Source: Forrester, 2012). This way, Amazon is becoming the primary sales channel for an increasing amount of online retailers – ahead of Google.

While a search on Google represents a middle stage of the sales funnel (see illustration), Amazon searches reflect the final stages and the lower end of the funnel. Increasingly even the whole buying process, from product research to buying and reviewing, is carried out on Amazon (end-to-end marketplace).

On-Page: Structured Data vs. Unstructured Data.

5) Success Takes Time and Needs to Be Nourished.

This points to a substantial discrepancy between Amazon’s high share of overall online retail sales and the low attention that Amazon optimization is currently still getting, as reflected in the marketing mix of most online retailers. This discrepancy is in part caused by a lack of knowledge about the topic and a lack of a properly developed “ecosystem” that includes agencies, tools, conferences, etc.

Like on Google, rankings on Amazon are subject to constant changes because of competitors and changing user preferences. This is why optimization has to be long-term oriented and reviewed regularly. After all, the top ranks are not reserved for anyone!

Google optimization for both organic search (SEO) and paid search (SEM) has been a standard element in online marketing for quite some time. Optimization on Amazon, however, still seems to be in its infancy: so far, only a tiny fraction of sellers on Amazon have started to seize all the opportunities to increase sales on the world’s largest e-commerce platform by means of active optimization.

There are virtually no limitations in designing your own webpage and optimizing it for Google search. The content, its length and formatting are up to individual choice. Other than human capacity constraints, there isn’t really a limitation to creating ever more content and landing pages. On Amazon though, there is a pre-defined number of fields, with a maximum number of characters, or even prescribed options you have to choose from. On-page optimization is therefore regulated by the framework provided by Amazon and not as limitless as for Google search. But still, optimization on Amazon should not be considered a one-time adjustment, but should be monitored and improved continuously in terms of product titles, descriptions, etc.

Even after years of experimentation, the workings and calibration of Google’s ranking algorithm are not fully known (and change over time). The same goes for Amazon’s algorithm, plus there have hardly been any experiments and tests carried out so far. For merchants, this means that knowledge has to be created by trial and error, but it also implies that profound insights that anyone in the marketplace gains can lead to long-term competitive advantages!

There are also clear differences regarding the adjustments that can be made to improve the target indicators. The known SEO distinction between on-page and off-page will be discussed here.

With off-page optimization, we can see a great difference in the ‘directness’ of the influence: While the number and quality of external links are part of the ranking algorithm for Google and thus directly influence the ranking, they are not taken into account in Amazon’s ranking algorithm. Does this mean there is no off-page optimization at all for Amazon? Well there is, but it works rather indirectly. Say you are able to enhance your brand awareness, then there will also be more searches on Amazon that include the brand name.

SEO for Google has been common practice for years. For Amazon, too, there are opportunities for systematic optimization, which we found out by running our own test scenarios.

Try it yourself: If you think that user behavior is the same on Google and Amazon when searching, check the differences in Amazon vs. Google keyword search volume with Sonar , a free Amazon keyword research tool from Sellics.

2. Mechanics: Differences in room to maneuver.

Over the years, a whole industry has emerged around Google optimization. In contrast, the few Amazon optimizers that exist to date still find themselves on a greenfield with few data, tools or relevant communities available.

Off-Page: Indirect vs. Direct Influence.

We intend to gradually fill some of these gaps and in this post, the aim is to present and discuss several key similarities and differences between optimization on Google and on Amazon.

This difference has important implications: Google can’t always know which goals users are pursuing with a search and whether they achieved their goals on a website they were directed to. A user searching for “iPhone 6” on Google may want to buy one but maybe they are just looking for some reviews.

If the user clicks on a link, Google cannot be completely sure if they found what they were looking for. This is because Google cannot know exactly which metrics to track in each case and cannot track everything for technical reasons. That’s why Google uses a number of indicators for the ranking of results in order to approximate the relevance (e.g., CTR of ads and organic listings, page loading time, structure and content of the landing page, time spent on page, external links, etc.). So the most important measure that Google tracks is CTR.

Unlike Google with Google Analytics, Amazon doesn’t provide sellers with a whole lot of data about traffic and users. This makes comprehensive analyses and reporting pretty difficult, plus there haven’t been many tools around for active Amazon optimization – which has changed now of course that Sellics is finally here to support sellers 😉

5 Main Similarities Between Google & Amazon Search:

For this type of search query, the branded products will be clicked and bought more often, so CTR, conversion rate and sales rank are positively influenced. This in turn will also drive your rankings for other (not brand related) keywords. The same goes for external links: Links to your products may generate additional sales which in turn may improve CTR, conversion rates and sales ranks. This is why the influence of off-page optimization for Amazon is indirect: Links per se don’t lead to improved rankings, but the extra sales will.

While the focus is a different one in each case, both Google and Amazon are essentially search engines. And in both cases, the main objective is to rank high for relevant keywords!

It’s become clear that the current conditions for Amazon optimization are a lot worse than for Google. In fact, this can be an opportunity. The optimization potential for third-party sellers on Amazon is anything but well exploited so far. Since most sellers aren’t optimizing at all thus far, you may easily leapfrog competition if you start with even just a little bit of Amazon optimization. Generally, the returns for the first sellers to optimize are very promising. Also, for now there is not a huge body of knowledge to catch up on. This way it’s still fairly easy to become an expert and secure your spot among the top Amazon optimizers in the long run.

As mentioned before, Google and Amazon are both search engines, but they have a different focus: Google is a universal search engine, and Amazon is a specialized product search engine. This distinction is important as these different types of search engines represent different stages in the buying process.

Both search engines display both organic and paid search results. Google by default shows 10 organic and various paid results per page, Amazon lists 16 organic and 2 paid results (14 organic results in the mobile app). There is room for optimization on both search platforms.

Amazon optimization is still in a very early stage. By gradually contributing to the knowledge base around this exciting topic, we hope to give sellers a better understanding of what optimization for Amazon is all about and help maximize your potential selling on Amazon!

Backend keywords are crucial for Amazon SEO. It’s important to adhere to Amazon’s backend keyword guidelines of character count and formatting to ensure your keywords are approved. If you do not comply with any one of these guidelines, your back-end data will be completely null. The keywords you use here can help increase your product rank, while still keeping your bullets and product description clear and concise to consumers . Use relevant keywords that your product may relate to on a broader level. Backend keywords can relate to usage, similar products, or other products that may complement your own.

Amazon SEO.

Optimizing your content with strategic keywords helps boost visibility on your content. When establishing your process, it’s important to think about messaging first and relevant keywords second. Confusing copy won’t drive conversion, so keep relevancy and information top of mind as you begin. Once the foundation of your copy has been set, revisit with an intentional keyword approach. Gather a list of the highest converting and most relevant keywords to your product and feather into the content. If you approach content with a keyword-first mindset, copy can start to sound robotic, losing the voice behind the brand.

As you craft your keyword strategy, consider the indexing priority. First and foremost, prioritize your keyword placement in order of importance:

Too Much of a Good Thing.

Not all SEO is created equal. Just as search engines differ, your SEO strategy should adjust to fit the platform you’re using. So what’s the difference between Amazon and Google SEO? And how can you make your keywords work smarter, not harder?

Google SEO.

The SEO Process.

There are a number of factors that go into Google SEO. Google verifies content by taking all external links, internal links, images and metadata into account. User’s searches on Google tend to be more broad and learning-based, with some people even using full sentences or questions. As a result, Google places a higher emphasis on long-tail keywords. But the contextual relevance of those long-tail keywords is also important.

When optimizing your content, it’s important to keep in mind what platform your content will be appearing on. Keywords on your brand site may differ from the keywords you’re using on Amazon. Here are the dos and don’ts of Google SEO vs. Amazon SEO:

Amazon determines search rank based on a variety of factors such as relevancy, detail page completeness, price, ratings, and more. Relevancy is heavily dependent on SEO strategy as keywords carry more weight on Amazon than they do on Google. Long-tail keywords can be useful in unique cases, however, utilizing category research and keyword insights to target short tail keywords is an essential step in the process. According to eMarketer, Nearly half (46.7%) of US internet users started product searches on Amazon compared with 34.6% who went to Google first. Amazon is no longer just a channel to buy everyday essentials, but also for research and discovery – consumers are using Amazon as their product search engine. Amazon places a stronger emphasis on each individual word rather than keyword phrases, as Amazon users tend to have more specific queries.

A main similarity between Google and Amazon is that both discourage “keyword stuffing,” or overusing the same keyword/keyword phrase in an effort to boost your relevance. Amazon recommends that you keep your keyword density to about 2% (Total number of words/number of times keyword phrase appears = Keyword Density). It’s better to add some variety to your keywords than to just repeat the same highest-ranking keyword.

To improve your Google SEO, you’ll also want to focus on improving the technical parts of your site. It’s essential to monitor issues, like crawling errors, and fix them immediately. These types of technical problems can impact your ranking but fixing them helps improve your site.

Google is great for leads that are just starting their search and trying to figure out what they need. Amazon is useful for reaching leads that know what they want and need to find the right product.

Though both sites have their specialties, there is no reason why you can’t use both of them together! In fact, Google SEO and Amazon SEO work great together. Not only can you reach more leads, but you can use Google SEO to boost your Amazon SEO product listings to earn more conversions.

Amazon vs. Google: Which is better?

Google SEO is also influenced by how well your site performs. Unlike Amazon, Google focuses on clicks rather than conversions. Google wants to provide audiences with valuable results, so they look at how others interact with your site to see if it’s valuable.

Amazon also bases your search position on conversions. If you have a high traffic rate but a low conversion rate, it’ll affect your product’s listing. Amazon is in the business of earning conversions, so your lack of conversions will cause them to rank a different product higher.

When you create your Amazon product listing, you must select relevant keywords for your product because they will help you appear in the right search results. You can choose multiple keywords and integrate them into your listing to ensure you appear in several relevant search results.

Aside from keyword integration, you’ll want to optimize your title too. Put crucial information at the beginning of your title to ensure that everyone sees it, regardless of the device they use to review your listing.

It’s vital to earn great reviews if you want to improve your Amazon SEO. Customers are more likely to purchase products that have a 4+ star review. Amazon ranks these products higher because they increase the likelihood of converting.

When you are trying to rank on Amazon or Google, it’s crucial that you optimize your listing. An optimized listing will help you perform better in the search results.

3 ways to optimize for Amazon and Google SEO.

Amazon is one of the most popular search engines when looking for products. In fact, 90 percent of shoppers check Amazon even if they’ve found the product elsewhere. Many people turn to Amazon to find the products they need.

A variety of factors influences Google SEO. Aside from keywords, Google relies on backlinks to boost your website’s ranking. Backlinks are links to your site from other credible, authority sites.

To optimize your Amazon SEO listing, you can start by incorporating keywords. You’ll want to have multiple keywords that you can incorporate into your listing. It will help your listing appear in different results.

The stages are as follows:

1. Incorporate keywords.

A huge factor in this process is page speed. Google looks at how many people click on your site and how long they’re on it. If your page takes too long to load, users will leave your page and pick a competitor’s page. This impacts your SEO because the bounce rate increases whenever they leave your site.

It’s important to choose the right keywords to reach valuable leads for your business. When users conduct searches, they use specific keywords to generate results, so you want to use these keywords to drive them to your store.

In addition, you’ll want to work on earning reviews for your listing. When people purchase from your listing, invite them to give an honest review of your product. More positive reviews will help your product listing appear higher in the search results.

Keyword selection for Google is slightly different than Amazon. While Amazon focuses on short-tail keywords, Google SEO focuses on long-tail keywords. These are keywords that contain three or more words.

For businesses focused on earning conversions, Amazon SEO is a terrific option. It’s a great site to reach leads that are ready to convert and just need to find the right products.

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