How three search engine optimization techniques built today’s eCommerce giants

The winners in the e-trade industry account for a dramatic part of the sales. Amazon, on my own, accounts for forty-three percent of online holiday spending. How did these industry leaders get so big?

Today, we’ll technique the answer to that query through SEO. Why are these days’ top e-trade sites doing so properly inside the search engines, and what can we examine from them?

Focusing on catalog length and 1/3-celebration dealers

Amazon is dominating the e-trade landscape for plenty of reasons. However, one underreported component is its catalog size compared to other online shops. One of the motives Amazon’s catalog is so big is because of its third-party dealers.

In truth, as of Q1 in 2018, product gadgets sold by 0.33-party dealers make up fifty-two percent of the income extent on Amazon.

2017 those incomes accounted for an outstanding $31.88 billion in revenue, a huge part of Amazon’s $178 billion sales for the 12 months.

Offering a massive choice has continually been central to Amazon’s approach, a critical part of what they internally referred to as The Virtuous Cycle. [YouTube link is to Amazon’s “Inside Amazon Videos” YouTube channel for employees.]

The Virtuous Cycle was first drawn on a napkin by Jeff Bezos, and it looks like this:

How To Use Affiliates' Videos For More Ecommerce Sales

Third-party dealers were continually a critical part of Amazon’s business model, a way of growing choice and ultimately lowering prices in flip. This created a flywheel effect that allowed the corporation to grow to its big size these days.

From an SEO angle, providing a massive catalog selection method targeting ways more queries. The greater the brands you offer on the market, the greater the manufacturers you’ll rank for. The greater merchandise you offer, the greater lengthy tail site visitors you’ll seize.

By making product choice a core component of Amazon’s enterprise model, Amazon has come to dominate online sales, accounting for a fantastic forty-three percent of online retail income.

Does this imply that each e-trade online website hoping to enlarge its site visitors should shift their interest in increasing their product catalog and begin commencing their doorways to 1/3-birthday party sellers? Certainly not. Making this the primary purpose should fundamentally compromise other commercial enterprise dreams and even your precise selling proposition.

Nevertheless, catalog length is essential for growth, which all e-trade sites must have this in mind. In addition to popular development in product selection, competition can provide recognition of a greater area of interest to grow, including increasing their choice to include specific or particular products. But the SEO lesson is identical: there’s a limit to how many queries you can target while your product choice is restrained.

Earning links off of others’ self-interest

Amazon may also get the most media coverage. Still, eBay has a long record of success. Nevertheless, it’s the second maximum to hit American online stores in terms of revenue, bringing in a kind of nine billion bucks consistent with the year.

Despite arriving at the scene a year after Amazon, eBay turned to making a call for itself by taking Amazon’s idea of third-celebration dealers even further. As most of you are well conscious, eBay is a platform constructed completely on 1/3-birthday party dealers, a place for human beings to bid on items bought by different customers. Due to this fact, the platform has expanded to encompass bid-free purchases, and top dealers have grown from storage sale operations to complete-fledged companies.

While Amazon is a much larger enterprise, eBay is thrashing Amazon on one vital search engine optimization metric: the variety of one-way links. According to SEMrush, the Amazon.Com area has earned approximately 2.7 billion oneway links:

Make no mistake, Amazon has more referring domain names, and they simply aren’t dropping sleep over this metric. However, the reality that eBay, an enterprise with far fewer sales, has managed to earn more backlinks means they may be doing something right.

Why so many backlinks? Simple. Sellers have a motive to hyperlink to their pages and auctions and to update those hyperlinks often when new auctions cross up.


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.