Amazon SEO vs. Google SEO: Which One Should You Focus On?

Amazon SEO vs. Google SEO: Which One Should You Focus On?

When selling products online, SEO (Search Engine Optimisation) is crucial for getting your products noticed. But where should you focus your efforts—Amazon SEO or Google SEO? While both are essential for driving traffic and increasing sales, they function differently and cater to distinct types of search intent.

If you’re an e-commerce seller or a business looking to increase online visibility, understanding the differences between Amazon SEO vs. Google SEO will help you choose the right strategy. Let’s break it down.

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Understanding Amazon SEO vs. Google SEO

Consider what sets them apart before deciding which one you should focus on.

What is Amazon SEO?

Amazon SEO is the process of optimising product listings to rank higher in Amazon’s search results. Amazon is a product search engine, meaning users go there with the intent to buy. The primary goal of Amazon SEO is to increase visibility and conversions within the marketplace.

What is Google SEO?

Google SEO, on the other hand, is about optimising your website, blog, or product pages to rank in Google’s search engine. Unlike Amazon, Google caters to a broader range of search intents—informational, navigational, and transactional. The focus is on driving traffic to your website through organic search results.

Both platforms aim to connect users with the best possible results, but they approach this differently.

Key Differences Between Amazon SEO and Google SEO

Feature: 

• Search Intent: 

Amazon SEO: Buyers looking to purchase

Google SEO: Users searching for information, solutions, or products.

• Ranking Factors: 

Amazon SEO: Sales velocity, conversions, product relevance, reviews

Google SEO: Keywords, backlinks, content quality, user experience.

• Content Type: 

Amazon SEO: Product listings (title, description, bullet points, images)

Google SEO: Blogs, product pages, category pages, general web pages

• Algorithm: 

Amazon SEO: A9 & A10 (Amazon’s ranking algorithm)

Google SEO: Google’s algorithm (regularly updated)

• Advertising: 

Amazon SEO: Amazon PPC ads

Google SEO: Google Ads (Search, Display, Shopping)

Amazon SEO: How It Works

Amazon’s ranking algorithm (A9 and A10) prioritises sales-driven metrics. The more sales a product generates, the higher it ranks. Here’s what Amazon SEO focuses on:

1. Product Title Optimisation

• Include relevant keywords naturally.
• Highlight key features (brand, size, colour, use).
• Avoid keyword stuffing.

2. Bullet Points & Description

• Use bullet points to list features and benefits.
• Write a compelling product description with primary keywords.

3. High-Quality Images

• Use high-resolution images showing multiple angles.
• Amazon prefers white background images for the main photo.

4. Reviews & Ratings

• More positive reviews improve rankings and conversions.
• Encourage customers to leave reviews through follow-ups.

5. Pricing & Availability

• Competitive pricing helps with the Buy Box.
• Ensure products are always in stock.

6. Sales Velocity & Conversion Rate

• Higher sales equal better rankings.
• Optimise listings to convert more visitors into buyers.

Amazon SEO is all about convincing buyers to make a purchase.

Google SEO: How It Works

Google’s search algorithm considers hundreds of ranking factors, but its primary focus is providing relevant, high-quality content. Here’s how Google SEO works:

1. Keyword Research & On-Page SEO

• Use tools like Google Keyword Planner to find relevant search terms.
• Optimise titles, meta descriptions, headers, and URLs.

2. Content Creation

• Blogs, product descriptions, and category pages should be informative and engaging.
• Answer common customer queries to rank in featured snippets.

3. Backlinks & Authority Building

• Get quality backlinks from high-authority websites.
• Internal linking helps Google crawl your site better.

4. Mobile-Friendliness & Page Speed

• Ensure your website is responsive and fast.
• Use Google’s Core Web Vitals for UX improvements.

5. Local SEO

• Optimise for Google Business Profile.
• Use local keywords to rank in local searches.

Google SEO is about building authority and trust and driving organic traffic.

Amazon SEO vs. Google SEO: Which One Should You Focus On?

Your focus depends on your business goals and where your audience is searching.

When to Focus on Amazon SEO 

• If you sell physical products and rely on Amazon’s marketplace.
• If you want quicker conversions from an audience ready to buy.
• If you prefer a closed ecosystem where Amazon handles transactions and logistics.

When to Focus on Google SEO 

• If you have a standalone e-commerce website.
• If you want to build a long-term brand presence.
• If your audience needs educational content before making a purchase.
• If you operate in local markets and need visibility in Google Maps.

Best Strategy? Use Both! 

For businesses selling on Amazon and their website, a dual SEO strategy works best:

• Use Amazon SEO to optimise product listings and increase sales within Amazon.
• Use Google SEO to drive traffic to your website and build brand authority.
• Leverage Google Ads and Amazon PPC for additional traffic and conversions.

Final Thoughts

Choosing between Amazon SEO vs. Google SEO depends on where your customers are searching. Optimising for Amazon’s A9 algorithm is essential if you sell exclusively on Amazon. Google SEO is the way to go if you want long-term brand growth and more control over customer relationships.

AA’s balanced approach can help maximise visibility, traffic, and sales across both platforms. Why not leverage both and take your e-commerce business to the next level?

Need help optimising your SEO strategy? Get in touch today!