What many sellers already understand is that higher online footfall to their listings brings in more sales. The majority turn to Amazon itself in search of ways to expand their product’s reach; they dissect the factors behind Amazon’s search engine, invest in paid options within the marketplace - you get the gist.
The overreliance on Amazon promotional strategies can often feel like playing catch with other sellers. However, there are tried and tested organic growth techniques that were in place long before Amazon was a big e-commerce player. And guess what, they work for Amazon growth too.
External Traffic Channels for Surefire Amazon Growth
Strategies that bring people from outside of Amazon onto your product listing are endless (we have an entire post that outlines most of them). This is what’s called external traffic generation - from social media to email marketing, you could try them all and see if it works for your business success.
In this post, however, we will focus on the two external traffic channels that typically have the highest audience reach potential and are organic in nature. Hence, you won’t need to allocate any external budget for trying them out - all you need is time and the right data that will guide your efforts.
Traffic Driver #1: Organic Google Search
One of the largest traffic sources out there is Google search. While you might have tried, or at least seen, PLA or Google Shopping ads, organic search can actually be a goldmine for new audience acquisition.
Why consider organic Google search?
You may wonder how your Amazon listing’s success can be tied with Google search, but the answer is simple:
- Every day, Google gets over 5.4 billion searches - chances are, some of the people are looking for your kind of product;
- Google mainly operates on keywords and user intent - if you manage to meet user intent with the right keywords placed throughout your listing, you can get your Amazon listing up on top of Google’s search results page (SERP) and, thus, get a consistent influx of new traffic, which can potentially be converted into buyers.
Convinced so far? Now, let’s see what you can do to embrace the power of organic Google search and bring tangible results for your Amazon business.
High-impact Google search tactics for triggering Amazon listings’ organic growth
Being aware of Amazon SEO is critical to your listing’s success. However, you should also have some of the ‘traditional’ SEO basics covered if you want to get organic traffic from Google search.
While SEO is a vast area to cover within one post, let’s focus on keywords here. Keywords are simply words and phrases that help search engines understand if your page meets user intent and the entered search query.
1. Assess the potential impact of investing in organic search strategies.
Before you put any effort into Google-related organic traffic acquisition, you have to understand if it’s even worth your time and resources.
The Traffic Insights tool is known for it's analytics reports – they provide traffic volume estimation and data for the largest number of traffic channels on the market.
The tool includes a handy set of boxes that reveal everything you have to know about the growth dynamics of user demand within Google search. Enter up to three Amazon competitors into the tool and check whether you’re seeing an upward trend across keywords, traffic, and reach:
- If all the stats are going up, this may be a good sign that you can capitalize on the growing demand.
- If some stats are down, don’t get discouraged immediately - chances are, your rivals are simply not doing a good job at keyword strategy.
2. Discover the most efficient keywords to tackle.
Traffic Insights will also reveal each keyword your competing listings are targeting and appearing for within Google search.
Make sure to pay attention to the following metrics:
- Reach reflects the keyword’s monthly search volume;
- Traffic shows an estimate of how many people may visit a listing that targets the keyword;
- Position uncovers which SERP position is already taken over by your rivals, and you can thus compete for if targeting a given keyword;
- Competition reveals how many Amazon products show up for the selected keyword.
This info should help you navigate through a large list of keywords you can potentially target to receive some traffic from organic search.
3. Uncover some hidden keyword gems.
While you can scroll through a lengthy keyword list and simply pick the ones that show high traffic numbers, it’s not a wise strategy: your job is to find the low-hanging fruits. This implies that keywords that have higher traffic/reach counts should also come with higher position potential and lower competition.
With Traffic Insights, you can make use of filters to set up the most efficient metric ranges - this should help you uncover some untapped keyword opportunities, integrate them into your listing’s content, and maximize your listing’s visibility across Google’s SERP.
Traffic Driver #2: Referral Links
Another important and high-potential external traffic source is referral links. This means that you might want to acquire backlinks from third-party websites, or links that direct users back to your Amazon listing.
Why consider referral traffic?
From in-content link placement to affiliate partnerships, backlinks aren’t simply directly bringing traffic to your listing, they also amplify your SEO performance.
With backlinks, however, you should be careful - Google is pretty good at detecting suspicious backlink activity, so you have to be wary of fishy tactics. What makes a backlink valuable is when it comes from a high-authority, trusted website. The more links you can get from these sites, the higher traffic you can expect - directly and indirectly.
Finding valuable backlink opportunities for promoting your Amazon listing
There are numerous ways to go about building a strong backlink portfolio. Competitor scouting, though, can prove to be the most effective one.
1. Uncover which platforms link back to your competitors.
With the help of the Referrals report within the Traffic Insights tool, you can find out which platforms already place links to listings similar to yours, and go data-driven in choosing the best partners for link building.
Once your competing listings are entered into the tool, it gathers all the platforms that link back to them.
2. Pinpoint referring sites that can bring the most traffic and impact.
Typically, you’ll get a large list of sites, but pay attention to the key metrics that will define your choice of partners:
- Reach will once again show how many people you can expect to visit your site if you get a backlink from it.
- Authority Score is another crucial metric to consider. Pay attention to sites that have a higher score, as these are platforms Google considers as high value. This way, besides getting traffic, you can grow your listing’s authority in the eyes of the search engine, and thus improve your SEO.
- Competition, as mentioned, reflects how many Amazon listings get a backlink from this site. In this case, seeing a lot of competition can actually be a good sign as this may imply that you have a higher chance of partnering up, or even indicate that this platform is a part of the Amazon Associates program.
Once again, make sure to use filters and set up your insights in a way that helps you uncover platforms with the highest reach and authority score.
3. Start your link-building efforts by outreaching potential partners.
The next step is to reach out to these platforms and arrange valuable backlink partnerships:
- Ask for link placement where relevant. The best way to go about this is to find the site owners’ contact info (can be placed within a separate Contact us section of the site, at the main page’s footer, or across social media accounts). If you already know which page or content across the potential partner’s site has space for including a backlink, you can simply ask them to add the link to an existing page.
- Create content that links back to your listing. This is what’s called guest posting - when you create content for third-party sites that involves a backlink to your page, or listing in this case.
- Or, use other, more advanced, link-building tactics if none of the ‘simpler’ options work.
If you spot a site that’s part of Amazon Associates - they monetize their links so they are more likely to favor your request - prioritize them in your outreach efforts.
Bringing Organic Traffic to Your Amazon Products
The two organic traffic drivers we mentioned here are closely intertwined, as they both impact your listing’s organic search performance. High-value backlinks and higher rankings affect your SEO performance and overall site authority in the eyes of Google. As a result, this should facilitate your further external traffic-generation efforts.
Google is the largest search engine out there, and it has the highest online footfall. So the key thing to keep in mind is that you shouldn’t simply limit yourself to Amazon-only marketing techniques.
Just check how much reach and traffic potential comes with each external channel.
Armed with the Traffic Insights tool’s intel, you can leverage all the opportunities that come with external organic channels and go data-driven in your choice of top link-building partners and keyword strategy.
Read further: Find out the most actionable strategies for optimizing your Amazon PPC campaigns and uncover how to go smart about your Amazon PPC management.