What is SEO?
SEO, or search engine optimization, is the process of improving the visibility of a website in search
engine results pages (SERPs). The higher a website appears in SERPs, the more likely users will click on it.
SEO can be accomplished through various methods, including on-page optimization (such as
keyword research and targetted content creation) and off-page optimization (such as link building and
social media engagement). When done correctly, SEO can help a website to attract more visitors,
resulting in increased leads and sales.
Is SEO important for Amazon aggregators to get right?
In the world of online retail, Amazon is king. Millions of people turn to the e-commerce giant every day
to find and purchase products, making it the go-to destination for both shoppers and businesses.
One way to ensure that Amazon shoppers see your products is to invest in SEO. Search engine
optimization helps to make your listings more visible and more likely to be found by potential
customers. In addition, optimizing your listings can help to improve your conversion rate, resulting in
more sales. For businesses that rely on Amazon for their livelihood, getting SEO right is essential.
What SEO strategy is dominating the industry?
In simple terms, backlink spam directly to Amazon product pages. Because Amazon pages are easier to
rank, for a few years now the majority of aggregators are engaged in relatively old-school link schemes
to rank products.
In many examples products are getting tens of thousands of monthly visits using these tactics, and while
high-risk – it has worked for some of them to go back to the private market as “growth multipliers”. To
say this strategy is built on sand is generous.
The process works for a complex set of reasons but spamming Amazon listings for visibility is not a novel
idea – it falls under a broader category of SEO called “parasite SEO,” but in this case aggregators have
“scaled” it to significant impact. In some cases traffic from organic Google for products is even greater than
what is available in Amazon.
When I surveyed the top brands from aggregators that could be verified, nearly their entirely catalog’s
have extensive backlink spam.
The result is the free traffic from Google pushes these products to the first position in Amazon, almost
regardless of the product’s underlying quality.
Want to see the proof? Skip to the end to see what some SEO research uncovered on top Amazon aggregators.
If you are involved in a large e-commerce business, you may or may not want to employ an SEO team in-
house. You should retain an agency to help outsource the work or augment your internal
team.
An SEO agency can help you drive internal consensus faster, understand novel strategies like the one
above, and even if you should consider applying it. Having insight into SEO is essential for e-commerce,
search accounts for most of where your customer’s shopping begins.
Acquco examples
Sigtuna Bike Lock is a single hero product from Acquco – they started building backlinks recently and are
seeing some initial traffic. Acquco only discloses a few of there brands but every single product had
backlinks. This is unusual for the average Amazon product page.
LuxClub Bed Sheets are in an extremely competitive niche, as other aggregators moved into the space
Acquco started to lose visits to other Amazon product pages.
Perch examples
Perch is more public with their acquisitions and the majority of their products use this strategy. This is
their hero Flexihose product:
Perch also has Satina leggings, this was what I found picking a random pair of them:
D1 brands examples
Forbes did a piece on D1 where they talk about building this brand from scratch – an impressive 1.9K
backlinks to this PDP to drive organic traffic.
