Advanced Ranking on Amazon in Q4: Garfield Coore
In this episode of Seller Sessions, Danny McMillan welcomes back Garfield Coore, a top-ranking strategist, to break down Amazon's algorithm. Garfield shares insights for sellers to maximize organic rank, external traffic, and achieve ranking stability as Q4 peaks., Garfield shares essential techniques for sellers looking to stay competitive and profitable.
Key Takeaways
The Three-Stage Ranking System:
- Primary Ranking Events:
- Roughly 90% of ranking impact comes from core behaviours on Amazon.
- Key actions include searches leading to a product page, add-to-cart from a search click, and purchases from a search pathway.
- Garfield stresses avoiding variations that interrupt the ranking pathway.
- Keyword Cohorts:
- Leveraging keyword "families" (using Amazon's Opportunity Explorer) helps products gain ranking bleed-over.
- Start ranking with smaller keywords, allowing spillover to higher competition terms.
- Territorial Influence:
- Minor ranking factors include BSR and inventory location, affecting regional rank. BSR reflects category sales ranking relative to competitors.
Conversion Events Beyond Sales
- Clicks, page visits, and add-to-cart actions all serve as ranking events, which Garfield calls "conversion events."
- Focus on generating quality traffic to accumulate these events, which can boost rank without immediate sales.
PPC Strategy: Maximizing Click-Through Rate
- PPC placement relies on expected revenue from clicks, not relevance. Garfield explains that a history of clicks improves PPC placement probability.
Timing Event-Driven Ranking
- Garfield advises starting campaigns for seasonal events early to establish a low-cost rank before high-demand periods.
- For example, healthcare and weight loss products should begin ranking efforts before New Year's resolutions in January.
Reach Garfield - https://www.facebook.com/garfield.coore
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