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All right, so today we're diving into something that's been causing a bit of a stir in the world
of Amazon. It's all about Amazon SEO and how it's evolving, especially for sellers trying to
get their products noticed, you know. Absolutely.

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The old game of stuffing titles with keywords, well, it seems like it's starting to lose its
effectiveness. Yeah, definitely. And a lot of that's got to do with the changes that Amazon's
been making to their A9 algorithm So what we're going to do today is try to figure out
what's behind this shift, how it affects everyone involved, you know, both buyers and
sellers, and most importantly, what are the big things that we need to know to adapt and
thrive in this new environment? Yeah, I think that's crucial.

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We've been looking at this essay that really breaks down this evolution in a really insightful
way. It's a good one. So maybe we could start with, you know, for people who might not be
totally familiar with it.

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Yeah. What exactly was this whole keyword stuffing thing all about? Well, you know, for a
long time, the prevailing strategy was to pack product titles with as many relevant
keywords as you could. Sometimes, to be honest, it made those titles almost impossible to
even read.

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Right. You know, you'd see these really long, clunky titles. That was kind of the hallmark of
the keyword stuffing era.

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Yeah, it's like they were trying to hit every possible search term. Exactly. Yeah.

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But it sounds like Amazon's decided to move away from that approach. Yeah, they
definitely are. So what's the thinking behind that? Well, a big part of it, and this is
something the essay really highlights, is that Amazon's putting a much stronger emphasis
on customer experience now.

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Oh, interesting. They want listings to be really clear, easy to understand, and they want
them to accurately reflect the product. Makes sense.

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The idea is that this leads to happier customers. Right. Makes sense.

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And I think it's important to note that this isn't just Amazon being altruistic. Their data
probably shows a pretty strong link between those readable, accurate listings and higher
conversion rates, fewer return. Oh, for sure.

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Which, of course, that has a direct impact on their bottom line. Yeah, absolutely. It's a
smart business move.

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Exactly. So it's not just about making things look pretty. It's really about improving the
whole buying experience.

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Exactly. Yeah. And probably reducing their own costs in the process.

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Right. Absolutely. Now, you mentioned the A9 algorithm, and it sounds like that's also gone
through some pretty big changes.

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Oh, yeah. Huge changes. Can you tell us a little bit more about that? So, basically, Amazon's
A9 algorithm has gotten way more sophisticated.

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It's moved beyond just simply matching exact keywords. Oh, wow. It's now able to
understand the meaning behind the searches that people are making.

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I see. This is what we call semantic understanding, you know? Okay. Instead of just
recognizing individual words, like, let's say, dog, food, bowl, it can actually understand the
whole concept of feeding a dog.

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I see. It's like thinking more like a human would. Yeah, exactly.
It's getting smarter. That's pretty impressive. It is.
Yeah. So what does this mean for sellers? If this keyword stuffing isn't working anymore,
what's the new approach that they need to be taking? Well, the essay emphasizes that the
focus now needs to be on using natural language in titles. Natural language.

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So instead of that kind of jumbled mess of keywords, you want to create titles that
incorporate keywords in a way that sounds more like how someone would actually search.
Okay. So more conversational.

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Exactly. More conversational. Like, give us an example.

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What would be a good title versus a bad title these days? Okay. So, like, instead of a title
like, you know, Best Durable Waterproof Hiking Backpack for Men, Women, Outdoor
Camping Travel, which is just like keyword soup, right? Like you said, it's barely readable.
Yeah, exactly.

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Something like Durable Waterproof Backpack for Hiking and Camping, it's much more
effective now. Okay. So it's clearer.
It's more concise. Exactly. It still has those key terms, but it's not overwhelming.

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Right. It's interesting because I guess in the past there was this fear that if you didn't
include every single possible variation, you were going to miss out on potential customers.
Right.

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But it sounds like the algorithm is smart enough now to understand those connections.
Exactly. So you don't have to be so literal.

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Yeah, you don't have to be so explicit with it anymore. You can actually focus on creating
something that sounds more appealing to a human being. Exactly, yeah.

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That's a big shift. Yeah, it is. Now, you mentioned something about back-end keywords.

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Yeah. Can you explain what those are and why they're becoming more important? So back-
end keywords are these hidden terms that sellers can add to their listings. They're not
visible to customers browsing the site.

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Okay. But they help Amazon categorize your product and match it with relevant searches. I
see.

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And what's interesting is that Amazon has actually increased the character limit for these
back-end keywords. Oh, really? So now sellers can include a wider range of relevant terms.
So it's like they're giving you more space to kind of fine-tune how your product shows up.

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Exactly, yeah. It's more nuanced now. That's fascinating.

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So it's not just about the front-facing stuff anymore. There's this whole behind-the-scenes
optimization that's going on. Yeah, for sure.

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So what other changes are we seeing in the world of Amazon SEO? Well, product attributes
are becoming much more important. Product attributes, okay. You know, things like size,
color, material, all those specific details about the product.

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Right. Making sure these are accurate and comprehensive. It really helps Amazon
categorize your product correctly.

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Yeah, I guess it makes sense. If Amazon has a really clear understanding of what your
product is... Yes. ...they can show it to the right people.

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Exactly, yeah. So it's not just about, you know, having a catchy title. Right.

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It's about giving Amazon all the information they need to really make sense of your
product. Absolutely, yeah. Now, it seems like a lot of these changes are really pointing to a
more customer-centric approach.

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It's not just about trying to game the algorithm anymore. Yeah. It's about actually creating
listings that are genuinely useful and appealing to buyers.

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Exactly, yeah. Can you talk a little bit more about that shift? So one thing that's becoming
increasingly important is high-quality images. Oh, okay.

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You want to have images that really showcase your product and make it look appealing to
potential customers. Yeah, I mean, people buy with their eyes, right? Exactly, yeah. And
then you want to have detailed, engaging product descriptions.

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You know, something that really tells the story of your product and why it's valuable. Yeah,
something that captures people's attention. Right.

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And then, of course, positive reviews are becoming an even stronger ranking signal. That
makes sense. You know, if people are buying your product and leaving good reviews, it's a
really strong indicator to Amazon that your product is worth showing to more people.

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Yeah, I guess it's a form of social proof, right? Exactly, yeah. If other people are happy with
it, then it's more likely that I'll be happy with it too. Right, exactly.

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So it's really about focusing on those elements that resonate with buyers, creating that kind
of positive experience. Yeah, it's about the whole package. Now, the essay also mentions
something called long tail keywords.

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Can you explain what those are and why they're becoming more important? So long tail
keywords are more specific search phrases. They're usually longer than your typical
keywords, and they often reflect a more specific need that a customer has. OK, so can you
give me an example? Yeah, so like instead of just searching for backpack, someone might
search for lightweight, waterproof backpack for overnight hiking trips.

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OK, so it's much more targeted. And these long tail keywords are becoming more
important because... Well, because they often indicate that a customer is closer to making
a purchase. OK, they know what they want.

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Exactly. They're not just browsing anymore. They're ready to buy.

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So for sellers, it's really important to think about those more specific needs and how their
products can meet them. Yeah, absolutely. So let's talk about the impact of all of these
changes.

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Yeah. What are some of the benefits and drawbacks that sellers are experiencing as a
result of this shift in Amazon SEO? OK, well, I think one of the biggest benefits is that it's
leading to a much better shopping experience for customers. Clearer listings, more
accurate information, better images.

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All of that contributes to customers finding the products they want more easily. Yeah, that
makes sense. And when customers are happy, it's good for everyone, right? It also creates
a more level playing field for smaller sellers.

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Oh, how so? Well, in the past, bigger sellers could often dominate the search results just by
virtue of having the resources to really go all out with those aggressive keyword tactics.
Right, I see. But now, with this emphasis on quality content and a more natural approach, it
gives smaller sellers a better chance to compete.

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OK, so it's less about who can spend the most money and more about who can actually
create the most compelling listings. Exactly, yeah. That's a really positive change.

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Yeah, I think so. What other benefits do you see? Well, I think it encourages sellers to focus
on building their brand, you know, creating a strong identity, providing excellent customer
service. These are things that can lead to more sustainable long-term growth.

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OK, so it's not just about chasing quick wins. It's about building something that will last.
Exactly, yeah.

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And I guess also, if you're creating these really high quality listings, it's probably less likely
that you're going to get penalized by Amazon's algorithm. Yeah, absolutely. Because you're
actually following the rules and focusing on what's best for the customer.

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Right. So it's a win-win situation in a lot of ways. Yeah, I think so.

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Now, what about the drawbacks? What are some of the challenges that sellers are facing as
they try to adapt to this new landscape? Well, I think one of the biggest challenges is that it
does require a more thoughtful, strategic approach. OK. You know, you can't just throw a
bunch of keywords into a title and hope for the best anymore.

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Right. You really need to understand how the algorithm works, how people are searching,
and you need to create listings that are optimized for both. So it's a bit more complex.

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Yeah, definitely. It's not as simple as it used to be. No, it's not.

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And I imagine for some sellers who have been relying heavily on those old tactics, it's
probably pretty difficult to make that shift. Yeah, it can be a big adjustment. And I guess
there's always the risk that even if you do everything right... Yeah.

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...the algorithm could change again in the future. That's always a possibility. So you're
always kind of on your toes, trying to stay ahead of the game.

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Yeah, you have to be adaptable. Now, the essay makes a really interesting point about
enhanced listing quality. Yeah.

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It argues that by creating these more informative, engaging listings, sellers can actually
increase their click-through rates and conversion rates. Right. So it's not just about ranking
higher.

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It's about making sure that when people do see your listing, they're actually compelled to
click on it. Exactly, yeah. And ultimately to buy your product.

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Yeah, it's about standing out from the competition. And the essay also highlights how this
shift towards a more level playing field really benefits sellers who have great products,
because now it's not just about who can manipulate the algorithm the best. Right.

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It's about who's actually offering something that people want. Yeah, quality over quantity.
Exactly.

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So it's encouraging sellers to really focus on the value that they're providing. And the essay
also talks about the importance of brand building. Yeah.

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And how by focusing on creating a strong brand identity, sellers can cultivate that customer
loyalty. Right, yeah. Which is so crucial for long-term success.

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Absolutely. Now, of course, there's always a learning curve with any kind of change. And
this new approach to Amazon SEO is no exception.

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The essay acknowledges that it does require sellers to invest more time and effort in
optimizing their listings. And as we've talked about, those algorithm changes mean that you
have to be constantly adapting and staying informed. Yeah, you can't just set it and forget
it.

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And I guess for some sellers, there's always the possibility that at least in the short term,
they might see a dip in their rankings. Yeah, that's possible. As they make this transition.

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Right. But it seems like the overall message here is that Amazon SEO is maturing. It's
moving away from these kind of gimmicky tactics.

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And it's really becoming more about genuinely connecting customers with the right
products. Yeah. Through clear, natural language and a real focus on quality.

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It's about creating content for people, not just for algorithms. Absolutely. So I guess the big
question now is, as Amazon's algorithm continues to evolve, what other factors beyond
keywords and listing content do you think are going to become really crucial for product
discoverability? That's a good question.

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And how can sellers start preparing for those future changes now? It's something to think
about, that's for sure. Well, I think that's a great place to leave it for today. We've covered a
lot of ground in this deep dive into the world of Amazon SEO.

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Yeah, we have. And I really appreciate you sharing your insights with us. My pleasure.

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It's been a fascinating conversation. Yeah, I agree. And I hope our listeners have found it
valuable.

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I hope so too. So until next time, keep exploring and keep innovating. Absolutely.

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And we'll see you back here on the Deep Dive. Sounds good.