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How brick-and-mortar retailers can succeed on Amazon

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The popularity of Amazon Marketplace over the years has made Amazon a more attractive destination for brick-and-mortar retailers. In a recent column, I discussed the example of one retailer that relies on Amazon to complement its offline operations. Recently published data suggests that Amazon presents a major opportunity for retailers to attract more business by having a presence on the site. As reported in Marketplace Pulse, 78 percent of keyword searches done on Amazon are nonbranded. In other words, most people are searching for product categories such as “AAA batteries” and “men’s shirts” instead of trying to find names of specific brands. Now consider that Amazon has overtaken Google as the most popular destination for people to do product searches. Brick-and-mortar retailers need to view Amazon as a platform to not only sell more products but to build your reputations. Doing so will create a virtuous cycle of success.

Here’s how retailers can win on Amazon

Winning on Amazon isn’t very different from using digital outside of Amazon. You need to attract customers and keep them. The fundamentals are the same, even if the rules differ from one platform to the next.

Attract customers

You’ve heard it said — how many times now? — about Google, Facebook and other digital platforms that attracting and converting customers is about combining an organic and paid media strategy with the management of customer reviews.

  • Optimize for search. For example, optimize product titles and product category descriptions to answer the 78% of nonbranded searches occurring on Amazon. Make sure you include a brief and concise description of what your product does, how much quantity is available, and depending on your category, crucial details such as color, size and price, all of which will keep you in the consideration set for more detailed generic searches such as “men’s shirts size medium.” Pay close attention to how you manage Amazon backend keywords, which are keywords that you use on the backend of your seller account. And, in the age of visual storytelling, it’s essential to use strong, clear images that allow shoppers to do detailed comparisons.
  • Capitalize on Amazon Advertising. Amazon is putting a dent into Google’s and Facebook’s dominance of online advertising, as I discussed in a column last year. Its share of digital advertising, while small, is rising and stealing business from Google in particular. Over the past few years, Amazon has unleashed a slew of advertising products for businesses whether they sell products on Amazon or not. Among the popular Amazon Advertising products: Sponsored Products, which make it possible for businesses to promote products to shoppers who are searching with related keywords or viewing similar products on Amazon. They appear as inventory alongside search result. People who click on the Sponsored Product listing are taken to your inventory. On the other hand, Display Ads serve up relevant ads to shoppers who are actively viewing specific products – and the content can appear on a competitor’s product inventory. These are just a few of the products available among Amazon’s rapidly expanding toolset.
  • Mind your reviews. Customer reviews on Amazon function like they do on Google: they increase your chances of being chosen, and they make your products more visible. In fact, reviews are among the most important ranking factors under Amazon’s A9 search algorithm. Unfortunately, unethical businesses are trying to game the system with fake reviews. But fake reviews are not a reason to ignore a strong reviews program. It’s important to proactively managing reviews – and, yes, managing reviews means asking for them, so long as you adhere to Amazon’s terms of service (such as using the Seller Central Buyer Message system). 

Keep customers

Keeping customers is about being vigilant to monitor input from customer reviews to improve your products and services. Here is another reason why managing your customer ratings/reviews on Amazon is essential as well as far-reaching in scope: they are the building cornerstone of your reputation.

A five-star review in and of itself doesn’t mean a whole lot. But a pattern of reviews over a period of time gives you valuable unstructured data that you can and should use to improve your service, whether you need to price your products more competitively, carry a better selection of inventory, or improve your fulfillment practices.

Reviews help create a virtuous cycle on Amazon: the more positive reviews you get, the more likely it is that those non-branded searches are going to land on your merchant page. When people come to your page and see those reviews, they are more likely to buy what you are selling. The reviews, in turn, also give you feedback to help you improve your products and services, which leads to more positive reviews.

But you don’t create this virtuous cycle unless you use that input from reviews to get better.

What you should do next

There’s another major benefit to being on Amazon: you’ll protect yourself as Amazon expands into physical retailing through operations such as its brick-and-mortar bookstores and Amazon Go for groceries. If you are a well-established retailer with a strong local presence, you have an edge – and you can capitalize on it by relying on your storefronts to manage product fulfillment for your online presence. But that edge may not last. The time is now to act by taking advantage of the strengths of retailing’s largest online search platform.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Adam Dorfman is a technology and digital marketing professional with more than 20 years of experience. His expertise spans all aspects of product development as well as scaling product and engineering teams. He has been in the SEO and Local SEO space since 1999. In 2006, Adam co-founded SIM Partners and helped create a business that made it possible for companies to automate the process of attracting and growing customer relationships across multiple locations. Adam is currently director of product at Reputation where he and his teams are integrating location-based marketing with reputation management and customer experience. Adam contributes regularly to publications such as Search Engine Land, participates in Moz’s Local Search Ranking Factors survey, and regularly speaks at search marketing events such as Search Marketing Expo (SMX) West and State of Search as well as industry-specific events such as HIMSS. Follow him on Twitter @phixed.

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TripAdvisor says it blocked or removed nearly 1.5 million fake reviews in 2018

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The majority of consumers (80% – 90%) routinely consult reviews before buying something, whether online or off. The powerful influence of reviews on purchase behavior has spawned a cottage industry of fake-reviews, a problem that is growing on major sites such as Amazon, Google and Yelp, among other places.

Just over 2% of reviews submitted were fake. TripAdvisor is one of those other places, where reviews form the core of the company’s content and the principle reason consumers visit. How much of the review activity on TripAdvisor is fraudulent? In its inaugural TripAdvisor Transparency Report the company says that 2.1% of all reviews submitted to the site in 2018 were fake. (A total of 4.7% of all review submissions were rejected or removed for violating TripAdvisor’s review guidelines, which extend beyond fraud.)

Source: TripAdvisor Review Transparency Report

73% blocked by machine detection. Given the volume of review submissions TripAdvisor receives – more than 66 million in 2018 – that translates into roughly 1.4 million fake reviews. TripAdvisor says that 73% of those fake reviews were blocked before being posted, while the remainder of fake reviews were later removed. The company also says that it has “stopped the activity of more than 75 websites that were caught trying to sell reviews” since 2015.

TripAdvisor defines “fake review” as one “written by someone who is trying to unfairly manipulate a business’ average rating or traveler ranking, such as a staff member or a business’ competitor. Reviews that give an account of a genuine customer’s experience, even if elements of that account are disputed by the business in question, are not categorized as fake.”

The company uses a mix of machine detection, human moderation and community flagging to catch fraudulent reviews. The bulk of inauthentic reviews (91%) are fake positive reviews TripAdvisor says.

Most of the fake reviews that are submitted to TripAdvisor (91%) are "biased positive reviews."
Source: TripAdvisor Review Transparency Report

TripAdvisor says that the review fraud problem is global, with fake reviews originating in most countries. However, it said there was a higher percentage than average of fake reviews “originating from Russia.” By contrast, China is the source of many fake reviews on Amazon.

Punishing fake reviews. TripAdvisor has a number of penalties and punishments for review fraud. In the first instance of a business being caught posting or buying fake reviews, TripAdvisor imposes a temporary ranking penalty.

Upon multiple infractions, the company will impose a content ban that prevents the individual or individuals in question from posting additional reviews and content on the site. It also prevents the involved parties from creating new accounts to circumvent the ban.

In the most extreme cases, the company will apply a badge of shame (penalty badge) that warns consumers the business has repeatedly attempted to defraud them. This is effectively a kiss of death for the business. Yelp does something similar.

Why we should care. Consumer trust is eroding online. It’s incumbent upon major consumer destinations sites to police their reviews aggressively and prevent unscrupulous merchants from deceiving consumers. Yelp has been widely criticized for its “review filter” but credit the company for its long-standing efforts to protect the integrity of its content.

Google and Amazon, in particular, need to do much more to combat review spam and fraud. Hopefully TripAdvisor’s effort and others like it will inspire them to.


About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes about the connections between digital and offline commerce. He previously held leadership roles at LSA, The Kelsey Group and TechTV. Follow him Twitter or find him on LinkedIn.

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10 Key Checks for Assessing Crawl Hygiene

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When optimizing our websites for crawlability, our main goal is to make sure that search engines are spending their time on our most important pages so that they are regularly crawled and any new content can be found.

Each time Googlebot visits your website, it has a limited window in which to crawl and discover as many pages and links on your site as possible. When that limit is hit, it will stop.

The time it takes for your pages to be revisited depends on a number of different factors that play into how Google prioritizes URLs for crawling, including:

  • PageRank.
  • XML sitemap inclusion.
  • Position within the site’s architecture.
  • How frequently the page changes.
  • And more.

The bottom line is: your site only gets Googlebot’s attention for a finite amount of time with each crawl, which could be infrequent. Make sure that time is spent wisely.

It can be hard to know where to start when analyzing how well-optimized your site is for search engine crawlers, especially when you work on a large site with a lot of URLs to analyze, or work in a large company with a lot of competing priorities and outstanding SEO fixes to prioritize.

That’s why I’ve put together this list of top-level checks for assessing crawl hygiene to give you a starting point for your analysis.

1. How Many Pages Are Being Indexed vs. How Many Indexable Pages Are There on the Site?

Why This Is Important

This shows you how many pages on your site are available for Google to index, and how many of those pages Google was actually able to find and how many it determined were important enough to be indexed.

An indexability pie chart in DeepCrawlBar chart showing indexed pages in Google Search Console

2. How Many Pages Are Being Crawled Overall?

Why This Is Important

Comparing Googlebot’s crawl activity against the number of pages you have on your site can give you insights into how many pages Google either can’t access, or has determined aren’t enough of a priority to schedule to be crawled regularly.

Crawl stats line graph in Google Search ConsoleBar chart showing Googlebot crawling in Logz.io

3. How Many Pages Aren’t Indexable?

Why This Is Important

Spending time crawling non-indexable pages isn’t the best use of Google’s crawl budget. Check how many of these pages are being crawled, and whether or not any of them should be made available for indexing.

Bar chart showing non-indexable pages in DeepCrawl

4. How Many URLs Are Being Disallowed from Being Crawled?

Why This Is Important

This will show you how many pages you are preventing search engines from accessing on your site. It’s important to make sure that these pages aren’t important for indexing or for discovering further pages for crawling.

Bar chart showing pages blocked by the robots.txt in Google Search Console

5. How Many Low-Value Pages Are Being Indexed?

Why This Is Important

Looking at which pages Google has already indexed on your site gives an indication into the areas of the site that the crawler has been able to access.

For example, these might be pages that you haven’t included in your sitemaps as they are low-quality, but have been found and indexed anyway.

Bar chart showing pages indexed but not submitted in a sitemap in Google Search Console

6. How Many 4xx Error Pages Are Being Crawled?

Why This Is Important

It’s important to make sure that crawl budget isn’t being used up on error pages instead of pages that you want to have indexed.

Googlebot will periodically try to crawl 404 error pages to see whether the page is live again, so make sure you use 410 status codes correctly to show that pages are gone and don’t need to be recrawled.

A line graph showing broken pages in DeepCrawl

7. How Many Internal Redirects Are Being Crawled?

Why This Is Important

Each request that Googlebot makes on a site uses up crawl budget, and this includes any additional requests within each of the steps in a redirect chain.

Help Google crawl more efficiently and conserve crawl budget by making sure only pages with 200 status codes are linked to within your site, and reduce the number of requests being made to pages that aren’t final destination URLs.

Redirect chain report in DeepCrawl

8. How Many Canonical Pages Are There vs. Canonicalized Pages?

Why This Is Important

The number of canonicalized pages on your site gives an indication into how much duplication there is on your site. While canonical tags consolidate link equity between sets of duplicate pages, they don’t help crawl budget.

Google will choose to index one page out of a set of canonicalized pages, but to be able to decide which is the primary page, it will first have to crawl all of them.

Pie chart showing canonical pages in DeepCrawl

9. How Many Paginated or Faceted Pages Are Being Crawled?

Why This Is Important

Google only needs to crawl pages that include otherwise undiscovered content or unlinked URLs.

Pagination and facets are usually a source of duplicate URLs and crawler traps, so make sure that these pages that don’t include any unique content or links aren’t being crawled unnecessarily.

As rel=next and rel=prev are no longer supported by Google, ensure your internal linking is optimized to reduce reliance on pagination for page discovery.

Pie chart showing pagination breakdown in DeepCrawl

10. Are There Mismatches in Page Discovery Across Crawl Sources?

Why This Is Important

If you’re seeing pages being accessed by users through your analytics data that aren’t being crawled by search engines within your log file data, it could be because these pages aren’t as discoverable for search engines as they are for users.

By integrating different data sources with your crawl data, you can spot gaps where pages can’t be easily found by search engines.

Google’s two main sources of URL discovery are external links and XML sitemaps, so if you’re having trouble getting Google to crawl your pages, make sure they are included in your sitemap if they’re not yet being linked to from any other sites that Google already knows about and crawls regularly.

Bar chart showing crawl source gaps in DeepCrawl

To Sum Up

By running through these 10 checks for your websites that you manage, you should be able to get a better understanding of the crawlability and overall technical health of a site.

Once you identify areas of crawl waste, you can instruct Google to crawl less of those pages by using methods like disallowing them in robots.txt.

You can then start influencing it to crawl more of your important pages by optimizing your site’s architecture and internal linking to make them more prominent and discoverable.

More Resources:


Image Credits

All screenshots taken by author, September 2019



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Google explains why syndicators may outrank original publishers

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Last week we reported that Google has updated its algorithms to give original reporting preferred ranking in Google search. So when John Shehata, VP of Audience Growth at Condé Nast, a major publishing company, posted on Twitter that Yahoo is outranking the original source of the article, Google took notice.

The complaint. Shehata posted on Twitter, “Recently I see a lot of instances where Google Top Stories ranking syndicated content from Yahoo above or instead of original content. This is disturbing especially for publishers. Yahoo has no canonicals back to original content but sometimes they link back.”

As you can see, he provided screen shots of this happening as evidence.

No canonical. John also mentioned that Yahoo, who is legally syndicating the content on behalf of Conde Nast, is not using a canonical tag to point back to the original source. Google’s recommendation for those allowing others to syndicate content is to have a clause requiring syndicators must use the canonical tag to point back to the source the site is syndicating from. Using this canonical tag indicate to Google which article page is the original source.

The issue. Sometimes those who license content, the syndicators, post the content before or at the same time as the source they are syndicating it from. That makes it hard for Google or other search engines to know which is the original source. That is why Google wrote, “Publishers that allow others to republish content can help ensure that their original versions perform better in Google News by asking those republishing to block or make use of canonical. Google News also encourages those that republish material to consider proactively blocking such content or making use of the canonical, so that we can better identify the original content and credit it appropriately.”

Google’s response. Google Search Liason Danny Sullivan responded on Twitter: “If people deliberately chose to syndicate their content, it makes it difficult to identify the originating source. That’s why we recommend the use of canonical or blocking. The publishers syndicating can require this.”

This affects both web and News results, Sullivan said. In fact, th original reporting algorithm update has not yet rolled out to Google News, it is just for web search currently:

Solution. If you allow people to syndicate your content, you should require them to use the canonical tag or make them block Google from indexing that content. Otherwise, do not always expect Google to be able to figure out where the article originated from, espesially when your syndication partners publish the story before or at the same time that you publish your story.

Why we care. While the original reporting change is interesting in this case, it is somewhat unrelated. If the same article is published on two different sites at the same time, both sites can appear to the search engines as the original source. If these sites are syndicating your content legally, review or update your contracts to require syndicators to either use canonical tags or block their syndicated content from indexing altogether. If syndicators are stealing your content and outranking you, Google should be better at dealing with that algorithmically, otherwise, you can file a DMCA takedown request with Google.


About The Author

Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.

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