Amazon SEO vs Google SEO Similarities, Differences

Amazon SEO vs Google SEO 2023: Know The Similarities, Differences, and Importance

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Google is the most popular search engine globally, while Amazon is the biggest e-commerce marketplace. Millions of people search Amazon and Google.

To scale your business, both sellers and entrepreneurs need to be familiarized with both search engines. It is important to identify the most effective search engines to rank your products when creating your SEO strategy.

Amazon SEO and Google SEO work differently. E-commerce companies need to know which one is best for them

In this article, you will find a complete guide on Amazon SEO vs Google SEO. Also, know their Similarities, Differences, and Knowing What You Need.

Know The Importance Of SEO

Google and Amazon are essential in today’s world. It can help you with just about anything, whether a simple query or a search for the latest trends and purchase options.

It’s easy to use, and you don’t even have to leave your couch. You can find what you need with just a few clicks of your device. These platforms are two of the most popular search engines due to their ease of use.

Although popularity is a good thing, there is constant competition among ecommerce businesses. Some brands find it difficult to compete in this market where marketing strategies have become more aggressive.

SEO is the heart of top e-commerce strategies. Brands do their best to rank high in search engines. Before starting the comparison, it is important to understand the importance of search engine optimization. What is SEO? Why is it essential for platforms like Amazon and Google?

What is SEO?

Search engine optimization (SEO) enhances an online platform to increase its rank on search engine results pages (SERPs). Relevant keywords are used to optimize your website.

Importance Of SEO

These keywords bring people to your site and help them decide if it is worth buying. They could become potential customers that will increase your visibility and sales.

Why Is SEO important?

SEO is essential because it connects your brand to an endless number of people looking for what they are looking for. While some people search for complete information, others look for specific products to buy.

Optimized websites allow you to communicate your brand’s purpose. Your website reaches more people who could benefit from your products and services.

Why Is SEO Important for Amazon and Google?

Amazon and Google are both popular platforms, with many sellers and fierce competition. Businesses need to be able to rank high in search engines if they want to remain visible. You can only succeed with SEO in the top two search engines in the country.

How Does Amazon SEO work?

Amazon is the most used search engine when searching for products. Even if the product is available elsewhere, 90% of Amazon shoppers will search for it on Amazon. Amazon is a popular place to shop for the products you need.

Although it’s purely for e-commerce, this site can be used as a search engine since users can search for specific products. Many people trust Amazon to find the right products. It is important to list your products on Amazon to increase conversions.

Amazon search engine ranking can be self-contained. It’s only affected by how customers perceive the products and the number of sales made on Amazon. It does not depend on the performance of your website.

You can conclude that Amazon’s SEO rank is purely a result of two main factors.

  • Amazon’s Relevancy Ranking Factors
    • Product Title
    • Seller Name
    • Right Keywords
    • Brand Name
    • Product Description
    • Product Features
  • Performance-Related Amazon Ranking Factors
    • Click-Through Rate
    • Conversion Rate
    • Product Price
    • Product Images Quality
    • Product Video Quality
    • Product Reviews
    • Sales History and Velocity
    • Seller Authority
    • Amazon PPC Advertising

The Amazon ranking system is completely self-contained. The Amazon ranking system only measures the product’s performance if available on Amazon’s website. Your website and other digital media campaigns do not affect Amazon’s rank.

You must select relevant keywords when creating your Amazon product listing. They will help you rank in the right search results. Multiple keywords can be included in your listing to appear in multiple relevant search results.

Amazon factors can significantly impact the performance of your product in search results. Feedback is the first. Amazon values customer reviews as it strives to offer high-quality products that convert.

Amazon also uses conversions to determine your search rank. Your product listing will suffer if you have a high conversion rate and low traffic. Amazon makes money by selling conversions, so they will rank a product higher if there aren’t enough conversions.

You must prioritize maintaining high ratings and generating conversions to rank highly in Amazon SEO. This is the best way to increase your listing’s rank and continue to generate conversions.

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How Does Google SEO Work?

Google is unquestionably the leader in search engine results pages. SEO professionals focus their SEO campaigns on Google SERPs. Google SEO is complex. There are many factors to take into consideration.

Google SEO uses keywords similar to Amazon SEO.

Selecting the right keywords to reach valuable leads for your business is essential. Search engines use specific keywords to produce results. You should therefore use these keywords to direct users to your store.

Here are a few factors driving Google’s SEO algorithm:

  • Content SEO Ranking Factors: 
    • Content Quality
    • Content Length
    • E-A-T (Expertise, Authoritativeness, Trustworthiness) and Information Accuracy
    • Rankbrain
    • Freshness
    • Backlinks
    • Brand and Domain Power
    • Local SEO and Local Search Results
  • Technical SEO Ranking Factors:
    • User Experience
    • Google Page Experience Signals
    • Schema Markup

Google SEO is affected by many factors. Google uses backlinks to increase the rank of your website, in addition to keywords. Backlinks are links that point to your website from authoritative, trustworthy websites.

Google SEO also considers how well your website performs. Google prioritizes clicks over conversions, unlike Amazon. Google wants its users to have valuable results, so they look at how other people interact with your site to determine its value.

To improve your Google search engine optimization, you should also work on the technical aspects of your website. It is important to be alert for crawling errors and fix them immediately. While these technical issues can impact your site’s ranking, they can also be fixed to help improve it.

Amazon Vs Google: What are Their Similarities?

Although these search engines may have different functions and scopes, you can see their similarities here.

Both Are Popular Platforms

Both Google and Amazon are big global brands. According to Amazon 2019 statistics, 150.6 million people accessed the app via mobile in September 2019.

According to a U.S. consumer survey, 89% of shoppers prefer Amazon over other online retailers. According to a 2019 survey, 23% of online shoppers visit Amazon to find product inspiration.

Google, which was visited 62.19 trillion times in 2019, is still the most popular page. There were 3.5 billion searches per day, and 84% used Google at least three times.

Statistics show that both search engines and e-commerce platforms dominated the market at heights not possible for their rivals.

Relevance: The Higher The Sales/Traffic, The Higher The Ranking

Amazon and Google have a common goal: to use relevant keywords and show the highest-quality pages on the search results page (SERP).

Both companies have sophisticated algorithms to determine which pages should appear on the first page.

Both Require Consistent Maintenance

Regular optimization is essential for Google and Amazon. It doesn’t mean that your website or listing will be at the top of search results. This is only the beginning of your journey with SEO.

Keep an eye on any changes that could affect your ranking and monitor them. This could be an algorithm update or a rising competitor. To secure a top spot, you need to implement more effective strategies.

Both Display Two Types Of Results

Both Amazon and Google show organic and paid search results. Google is, however, more sophisticated when it comes to ad targeting.

Amazon advertising continues to expand funnel ads for sellers. Amazon must catch up with the other platforms as advertising is a vital source of income.

Amazon SEO Vs Google SEO: What Makes Their Differences?

Now let’s get to the differences between Amazon SEO and Google SEO.

Concentrated On Different Things

Google and Amazon are both dominant but in different markets. It’s the ecommerce industry for Amazon and the search engine market for Google.

Amazon is focused on sales, while Google is more concerned with web traffic. Google is concerned about the page’s click-through rates (CTR). Relevance is determined by the number of clicks and time spent on a page.

Amazon, on the other hand, cares about conversions and CTR. The product rank is determined by whether or not the customer bought it.

The Dissimilarity In Keyword Use

Both Amazon and Google rank keywords, but their usage is different. Keywords are more product-focused because Amazon users go there to purchase products. Keywords are the main highlights of the product.

Amazon ranks you on Amazon with just one keyword usage, unlike Google. Google uses a different process. Keywords are usually long-tail because users visit the platform to find answers to their questions.

Your content should also contain target keywords. Keyword repetition can be found in page titles, headings, subheadings, meta descriptions, and optimized images. It is important to practice keyword repetition but not overuse it.

External Links

Google SEO is incomplete without link building. The authority of your pages is increased by having many quality links. The higher the page authority, the more likely it will rank high on the SERPs.

Amazon, on the other hand, does not rely on external links. The sales volume is the basis for product ranking.

Tools For Insights

Google provides many tools to help you monitor the progress of your websites in different ways. Google Analytics and Google Search Console are two examples of these tools.

You can view both historical and current data with Google Analytics. This tool allows you to find traffic sources, clicks, bounce rate, location demographics, and other information. These data can help you develop strategies for your SEO plan.

Google Search Console provides rich insights into a website’s keyword performance and URL performance. It also shows crawling status, indexing status, and mobile usability. It is similar to Google Analytics and can be used to form SEO strategies.

Amazon doesn’t have as much data as Google. There are still efficient Amazon SEO tools and an Amazon SEO Agency that can help you sell on Amazon.

Difference in Algorithms

Amazon and Google have different metrics for brand success. Your page’s ranking is determined by user experience. The relevance of your page is determined by many factors, including bounce rate, session duration, users returning to the site, CTR, and other metrics.

In the recent update to A10, external traffic is now considered an important factor in Amazon’s product rankings. Pay-per-click and other internal advertising tools are less important. Keyword rank was influenced by several factors, including seller authority and product impressions.

Both Have Different Optimization Techniques

Google and Amazon have different ways of optimizing listings. Let’s have a closer look.

Amazon Google
Keywords are utilised atleast one time in the listing to aim for a higher rank. Keywords are inserted into titles, headings, sub-headings, the body of the text, and meta descriptions.
Backend keywords are used. These are invisible on the platform for the customers to see. It is recommended that the keywords you plan to rank for don’t fit in your front-end content. Page speed and other page technical factors are regularly reviewed to assure a satisfactory user experience.
Titles are specific and contain the most important information about the product. Crawling and indexing errors are observed. Problems like these prevent Google from recognising the existence of your page. It also impacts the ranking of the page.
Gaining positive reviews is an essential part of the strategy. Visual elements are utilized to boost user engagement. It could be in photos, videos, infographics, and more.

Photos in the listing are high-resolution, giving customers a more precise view of the product.

Sales & PPC Campaigns

PPC campaigns can be a great way to increase website traffic quickly if they are done correctly. PPC campaigns are ideal for people looking to increase brand awareness and websites that offer ongoing promotions or sales.

PPC is a completely different role in Amazon and Google searches. It does not affect your Google rankings if you make a sale through Adwords or Facebook Ads. However, if you do get Amazon sales through Adwords and Facebook Ads, it will positively affect your Amazon rankings.

Amazon Keyword Rankings are positively affected by sales of Amazon Sponsored Products Ads, but not as much as full-priced organic sales or external traffic.

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Amazon SEO Vs Google SEO: How to Choose the Best for Your Business

It’s now time to decide between Google and Amazon’s SEO. To determine which one would best suit your brand’s goals, you need to consider several things.

Find Your Audience in The Buying Cycle

It is important to keep up with what your customers are thinking when evaluating products. The buying cycle (also known as a purchase cycle) is a customer’s process when purchasing a product or service.

Customers move through a series of purchasing stages in the cycle as they educate themselves and move closer to making a final purchasing decision.

Let’s look at the various stages.


The first step in the buying process is awareness. Potential customers recognize that they have a problem and start to look for solutions. This stage is where companies put the most effort into their marketing because the market size limits the potential to reach new customers.

Once potential customers know your product/service, and what it can do for them, they will move on to the next step in the journey: consideration.


Your salesperson’s work at the consideration stage can make a significant difference. Your product or service is likely to be found by your customer while they are searching for solutions. This stage requires you to explain how your product/service can solve the customer’s problem better than others and the benefits they will experience once the problem is solved.

Customers are convinced that they must purchase your product to solve their problems.


This stage allows decision-makers to compare the different options and decide which one is best. Now, it’s up to your sales team to convince customers that they should choose your product or service from all the possible options.

Each customer will eventually be ready to press the buy button and move on to the fourth stage, purchasing.


Once the customer has chosen the product they want, they purchase it. It likely is yours. If not, you can always improve!

Your job is not done at this stage. It is important to maintain a close relationship with customers and help them solve their problems. Customers can be persuaded to renew their subscriptions or purchase again by staying in touch. This is the trigger for the next stage.

Repurchase/Continuous Purchase

Depending on the product you are selling, this stage may look different.

Your customer will return to you for a reorder if the product you sell is highly likely to be perishable (such as food) or consumable (such as diapers). If you are a subscription company, the end of a customer’s billing cycle and when they are charged again is your continuous purchase point. This stage can and ideally will continue indefinitely. It’s where companies often find the greatest opportunities to increase revenue.

You can choose between Google SEO services and Amazon SEO services by knowing where your target audience is at these stages. Google is more efficient in the initial stages of a project because customers are actively searching for ideas.

On the other hand, Amazon works better during the evaluation and purchase stages.

Understand Your Campaign’s Objectives

What is the purpose of your brand? Google SEO is a better choice if you want to promote your business and reach more people with marketing. Amazon is the better choice if you are looking for lead conversions.

The Campaign Objectives are divided into 3 main marketing objectives: awareness, consideration, and Conversion.

The objective that you choose should fall within the closest category to your current advertising goals.

  • Awareness: generating interest in your product or service.
  • Consideration: Get people to start thinking about your business and seeking more information about the products and services.
  • Conversions: Encouraging those interested in your business to purchase the product or service you are offering.

What About Utilizing Amazon SEO and Google SEO?

You can use both platforms to work. It’s like killing two birds with one stone by investing in Amazon SEO and Google SEO. You can market your business and also earn conversions.

Both services can be combined to create an effective campaign if they are used correctly. Although Amazon is the most popular search engine for product searches, many users start their search with other engines.

You optimize for Google to get a high ranking spot in the search results. It will bring more traffic to your Amazon site. Your page will rank well in Google SERPs if you optimize for Amazon.

3 Ultimate Tips To Optimize Your Amazon SEO And Google SEO

Optimizing your campaign is crucial when investing in Google SEO and Amazon SEO. This will ensure that you reach qualified leads. These are three methods to optimize your Amazon SEO And Google SEO.

Incorporate keywords

Keyword integration is an important part of Google SEO and Amazon SEO. This helps you rank higher in search results.

Keyword selections for Amazon SEO

Keyword research is essential to optimize your Amazon SEO product listing. Amazon Keyword research can help you identify the best keywords for your product listing. To find the best keywords for your Amazon product listing, you must use an Amazon-specific keyword search tool.

Amazon and Google search results are different. People tend to search on Amazon with shorter-tail keywords that only include one or two words rather than long-worded queries. A keyword tool like Sonar, Ahrefs and Helium 10 Magnet will help you locate Amazon-specific keywords.

After choosing your keywords, you will need to incorporate them into your listing. Amazon will recognize your keywords if you only add them once. To ensure that Amazon sees your product title first, you will want to include your most important keyword.

Keyword selections for Google SEO

Google’s keyword selection is slightly different from Amazon’s. Google SEO is more focused on long-tail keywords than Amazon. These keywords contain at least three words.

Google SEO is more effective with long-tail keywords because they bring in more qualified traffic. To get more relevant results, Google leads will use long-tail keywords to search for information. To drive valuable traffic to your website, optimize it for long-tail keywords.

Keyword research can help you find long-tail keywords. There are many keyword search tools to help you find the right keywords.

Once you’ve chosen your keywords, incorporate them in places such as your title, heading, and meta description. (We’ll discuss this more later). Google crawls your website to determine the context. Your page will rank higher for long-tail keywords if you integrate them in different places.

Optimize your listing

Optimizing your listing is crucial when you want to rank on Amazon and Google. Optimized listings will improve your performance in search results.

Optimizing Amazon’s SEO Listing

Keywords are key to optimizing your Amazon SEO listing. Multiple keywords are important to include in your listing. This will allow your listing to appear in multiple search results.

You should optimize your title, in addition to keyword integration. Make sure to include important information at the start of your title so that everyone can see it regardless of what device they are using to view your listing.

You should also work hard to earn reviews for your listing. Invite people to review your product after they have purchased from your listing. Positive reviews will make your product listing more prominent in search results.

Optimizing your Google SEO listing

Keywords are key to optimizing your Google SEO listing. Incorporate them in the titles, headings, body text and meta descriptions of all pages. This will improve your ranking in search results.

Also, make sure to check for any technical issues. It’s important to check your page speed regularly, as mentioned above. To better understand your website’s performance, you can use Google pagespeed insights or hire pagespeed services from a digital marketing company.

Crawling errors are also something you should be looking out for. Broken links are an example of a crawling error. These issues can prevent Google from crawling and indexing pages properly, affecting how Google ranks pages.

Add Visuals

Visuals are key to keeping your audience engaged and interested in your website. To attract interest, you have to include them in your listing.

Adding Visuals for Amazon SEO listings

Your Amazon listing should include Visuals. They allow your customers to view your products in detail. To help them evaluate your product, they want to see it in detail. Photos that give a clear view of your product are important.

High-resolution photos are essential to give your audience a clear view of your product. High-resolution photos enable your audience to zoom in on the details. Make sure you include photos from different angles to allow your audience to see every aspect of the product.

Photos can make it easier for leads to convert. Include high-resolution images of your product to improve your Amazon SEO listing.

Adding Visuals in Google SEO listings

Visual elements enhance Google SEO listings. These elements keep visitors on your site longer and more engaged. Visual elements are a great way to break up text and make pages more interesting for users.

There are many Visual options for your website. These include photos, videos and infographics. Videos can be a powerful Visual element in your Google SEO listing. They increase engagement and time spent on the site, which can help improve your site’s rank.

Google wants users to find valuable sites. Google will increase your website’s rank to make it more searchable for leads. Users who spend more time on your site are more likely to consider it valuable. Adding Visual elements to your Google SEO listing will keep users engaged longer and improve your ranking.

Amazon SEO vs Google SEO 2022 Highlights

Here are some points to keep you updated on Amazon SEO vs Google SEO 2022:

Amazon SEO Tips Google SEO Tips
Keywords that are relevant to searches and targets the right audience Strategies that get you more clicks
Backend keywords still matter Top content update and relaunch
A well-written product copy that sells Optimizing content breakdown and maximizing the use of headings and subheadings
Sales performance, product pricing, and stock availability can impact your Amazon ranking. Clicks, session length, and other KPIs are measured to determine a page’s credibility.
Use of individual keywords is the top priority, though long-tail keywords may appear naturally in the product description. Long-tail keywords are the name of the game when it comes to optimizing for Google Search.
Sell authority is a vital ranking factor. Domain authority defines a website’s credibility.
Earning reviews is an integral part of Amazon SEO. Informational content is added to boost users experience.
External traffic is now regarded as crucial for product rankings. External links form the backbone of Google SEO.
Photos in the listing are high-resolution. Visual elements (photos, videos, infographics, etc. are added to boost user engagement).
PPC sales may influence search engine position. PPC traffic sends a positive signal to Google’s ranking algorithm.

Amazon SEO Vs Google SEO: Who wins?

We have covered a detailed guide on Amazon SEO Vs Google SEO. Both Google and Amazon are highly effective in SEO. However, it is important to understand where they would be most useful.

Google answers questions while Amazon sells products. Find out which platform can help you achieve your business goals. You can optimize on both platforms if you use them correctly.

It will help you to increase your Product listing’s traction, ensure visibility, and drive traffic to your product pages. You can thus increase your sales and convert more customers.

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