The measures for ranking optimization so far presented by Sellics are focused on optimizing the products directly on Amazon (i.e. on-Amazon optimization). Certainly one of the most effective ways to optimize rankings, however, is creating additional sales by sending external traffic to your products on Amazon (off-Amazon optimization).
Amazon Super URLs Use External Traffic to (Unnaturally) Boost Ranking
So let’s get started by explaining how Amazon Super URLs are used in the first place: off Amazon, to drive external traffic to your product listing.
- You set up Facebook ads for your product
- A Facebook user clicks on the ad and visits your product on Amazon
- The Facebook user buys your product on Amazon
Why does this improve rankings of your products? As explained in our Complete Guide to Amazon SEO, sales are an important ranking factor in Amazon’s algorithm. The more sales – the better the ranking of your product. Amazon will believe that your product is very attractive for customers and needs to be shown to them.
So the more sales you get from external traffic, the better your product will be ranking for all relevant keywords.
But wouldn’t it be great to push certain important keywords more than others? That’s exactly what Super URLs are for.
What’s So Great About an Amazon Super URL?
Super URLs (aka Golden URLs) are links for sending users from external sources, such as Facebook, emails, or ppc (Pay per Click) campaigns to an Amazon product and thereby to improve rankings for specific keywords.
The advantage of Super URL compared to a regular link is that it simulates that users found the product using the Amazon search while they actually just followed a link. The Super URL will also specify the keyword being searched for.
This is crucial because Amazon wants to use information about the search behavior to match clicks and purchases to keywords. Unlike regular links Super URLs give Amazon exactly this piece of information.
Amazon uses keyword information to align rankings keyword specifically. Thus for Amazon clicks and purchases are not only general ranking factors, but also keyword specific ranking factors. Because of that product rankings will be pushed especially for the keyword used for searching.
This mechanism makes a lot of sense, since Amazon wants to show the most attractive products to its customers (i.e. those that will be clicked and bought most frequently). Which products are the most attractive, however, differs depending on the search request. Thus if a client buys a certain product after searching for a certain keyword the ranking algorithm will conclude that it makes sense to show the product to other users using the same keyword. I.e. the product will be ranked higher for this keyword.
As a Super URL simulates the search for a specific keyword it can push rankings for this keyword.
How Does an Amazon Super URL Work?
For understanding the functioning of a Super URL, it is helpful to look at a user’s search process on Amazon. During this process Amazon collects information about the search behavior using its URL:
1. The user goes to Amazon.com
2. The user searches for a keyword, e.g. “toaster” and gets to the search results.
This URL in the screenshot above contains the parameter “field-keywords”. As the user searched for “toaster” Amazon writes “field-keywords =toaster”.
3. The user clicks on one of the products (via the Super URL) and gets to the product page.
Again this URL in the screenshot above contains keyword information. The parameter “keywords” says that the product was found searching for “toaster”.
Thus Amazon collects search behavior and keyword information using its URL. In a Super URL, the information in the URL is replaced by the desired values. For example, the visit at the product could be linked to the keyword “4 slice toaster” instead.
If a user now visits the product on Amazon by clicking on this link, the visit (the ‘click’) and a potential purchase will be associated with this keyword.
How and Where to Use an Amazon Super URL?
The Super URL link can be placed in an external source such as a blog or an email. Users clicking on the link get to the product on Amazon. Thereby, clicks and purchases will be generated and at the same time, the rankings for the defined keywords can be improved.
Usually it’s not the long-Super URL itself but a short URL (a “slug”) that will be placed in the external source. At this slug the Super URL is generated dynamically. Thus a user clicks on the slug, gets to the Super URL generator and is redirected to the product on Amazon.
Super URLs or slugs can be placed in a variety of external sources, including:
- Newsletters and other e-mails
- Posts in social networks such as Facebook and Twitter
- Ppc (Pay per Click) advertising campaigns with text or image ads such as on Google, Facebook or other ad networks
- Printed promotional material such as flyers
Remember that Amazon’s policy strictly states that manipulation of their algorithm is forbidden. Amazon Super URLs, therefore, walk a very thin line of policy violation, which is why most sellers avoid using Super URLs altogether.
Send converting traffic to your product on Amazon through a Super URL
When generating traffic for a product it should be ensured that not only clicks, but also purchases will come about. Many clicks without purchases will not be positive signal for Amazon. Additionally you don’t want to ruin your existing conversion rate by generating tons of clicks without purchases.
One way to provide for a good conversion rate is combining the Super URL with an incentive like a coupon code (temporarily or individually limited).
But what if you have your own online store and prefer sending traffic to Amazon through it?
This objection is comprehensible. In some situations it may however still be more worthwhile to send traffic to Amazon using Super URLs:
- Product Launch: Especially for new products it can be difficult to become visible in the search results. A product on page 18 of the search results will be hardly found by customers. And without clicks and purchases it is hard to climb the rankings. Here Super URLs can help improving rankings for the most important keywords thereby pushing the product to the threshold where it is visible for customers.
- Short-term campaigns to leapfrog competitors: Super URLs do not have to be used all the time. They can be used to leapfrog competitors with a short-term intensive campaign. E.g. this may be beneficial for seasonal peaks like Christmas sales.
- If selling on Amazon has greater potential than selling in the own shop: Even though a commission has to be paid for every sale on Amazon: Amazon is the largest online marketplace and offers a much larger scope than a small online shop. More and more internet users start looking for products directly on Amazon instead of Google. Therefore being visible in Amazon’s search results is a key marketing element. Super URLs can help with that.
Conclusion About Amazon Super URLs
Sending external traffic from Facebook etc. to your product on Amazon may be an advanced but potentially rewarding step. Those who want to get some extra value out of this traffic may use Super URLs to improve specific keyword rankings. Especially when launching new products, for intensive short-term campaigns or just for getting more sales out of your most important keywords Super URLs may be a beneficial instrument.