Organic vs. Paid Search Rank
Scaling the Digital Shelf
With the advancement of e-commerce, we have seen that shopping habits have evolved. Because of this, brands have to change their tactics in order to maximize their share of voice. Share of Voice is critical in capturing digital sales. According to the Search Engine Journal, 70% of Amazon customers don’t click past the first page. This means that in order for your product to be seen, you need to be sure that both your Organic Search Rank and Paid Search Rank are optimized for the first page. Brands that lack a large share of shelf more likely to lose sales to their visible counterparts.
When it comes to scaling the digital-shelf you need to be aware of the two types of search ranks; paid and organic. Paid listings are displayed as sponsored products, while organic listings come in the form of unsponsored products. Organic and paid listings both appear on the search engine, but they're displayed in different locations on the page.
The Anatomy of Amazon SERP
If you were to search for "Bluetooth Headphones" on Amazon, the first thing that you'd see is a Sponsored Brand Ad. Sponsored Brand Ads appear within search results, usually at the top, middle, and side of the page to drive discovery for a brand.
Just below the first Sponsored Brand ad, you will find the Sponsored Product listings. These paid ads are designed to give products an instant boost in visibility and help drive sales.
Organic Product listings follow. These listings appear because the product listing matched Amazon's search algorithm and were deemed most relevant to the customer's search keywords.
Which is better?
When it comes to paid and organic search, they are both seen as being equally as effective, all you need to know is how to balance the two. The best strategy is one that utilizes both listings types to drive sales and enhance brand presence on the site. Paid search is good for when your organic search is low ranked. It can help drive up sales which, in turn, will boost organic rank. Organic search is effective in that it legitimizes and enhances sponsored content. It can also be used as a good backup plan in case your sponsored content doesn't do as well. According to Hubspot data, more than 70% of searchers click on organic products, while 30% are likely to click on paid products. With this being said, it's better to have both paid and organic search rank, that way if one doesn't work, you can have something to fall back on.
Share of Shelf
When it comes to Share of Shelf, there are multiple different factors that affect the way you're ranked. Those factors are price, prime, %A+, images, and reviews.
When consumers are searching for products, one of the most important things they take into consideration is price. If the price is too high, consumers will more than likely choose a cheaper product.
The next factor has to do with Amazon Prime. Amazon Prime members are loyal and often choose Prime products over other products on the site. Prime removes a major purchase barrier for consumers because consumers who have Prime receive free shipping and fast delivery.
Products with A+ content are more likely to be placed higher on the shelf than products that don't have A+ content. A+content comes in the form of branded photos and videos, making the page look like a store. This also enhances the consumer's experience, by providing more information and developing brand recognition.
Number of Images
The higher the number of images on a product increases the chance of it being ranked higher. Images give the consumer an accurate representation of what they're buying. Products need a minimum of seven pictures before being listed.
Number of Reviews
The number of organic reviews gives the consumer a good sense of what they're getting into before purchasing. A product needs to have fifteen or more reviews before a consumer will engage with it. The more reviews you have, the higher your share of voice.
Using Searchbox to Scale the Digital Shelf
With Searchbox, brands get a detailed view of how their products are ranking for specific keywords as well as tracking key competitors. You can easily see if your products are ranking for paid or organic search results. Check out our Winning the Digital Shelf white paper for more information on how to increase search rank and brand presence on page 1 of Amazon SERP.