Amazon SEO and Google SEO may sound similar on the surface, as both involve getting visibility on a search engine, but each serves a unique purpose. While Amazon SEO focuses on product visibility for purchase intent, Google SEO centers around information discovery and a broader range of user queries.

This article breaks down the similarities, key differences, and strategies to help you succeed on both platforms.

Core Differences Between Amazon and Google as Search Engines

At the heart of it, Amazon and Google cater to distinct user intents. When people search on Amazon, they’re usually ready to buy, which makes it a conversion-focused platform. In contrast, Google’s users search for a wide range of needs, from educational content to entertainment, alongside shopping, making it an information-driven platform.

Amazon’s Focus on Buying Intent vs. Google’s Information Intent

Amazon is designed to prioritize products with a high likelihood of conversion. This means that Amazon’s search algorithm rewards listings that generate sales, exhibit high click-through rates (CTR), and earn positive reviews. Each of these metrics signals to Amazon’s algorithm that a product is both popular and valuable to buyers.

Google, on the other hand, is centered around information retrieval. Google aims to provide users with the most relevant and authoritative answers, which means it prioritizes content based on factors like content quality, backlinks, and user engagement. This focus makes it ideal for informational content and brands looking to establish themselves as authorities within their field.

Primary Objectives

Amazon’s goal is to drive purchases by highlighting products with high performance metrics, while Google’s objective is to deliver high-quality content that answers questions or meets broader user intent. For businesses, this means that a well-optimized Amazon page is built to convert users, while a Google-optimized page is designed to inform, educate, or entertain.

How Amazon SEO Works

Amazon’s ranking algorithm, known as A9 (now evolving to A10), operates based on clear, product-specific metrics. Sales velocity—how quickly a product sells—plays a crucial role, along with customer satisfaction metrics, like reviews and ratings. Amazon SEO places significant weight on keywords, though in a more straightforward way than Google. Amazon’s algorithm looks for keyword matches in key fields like the title, bullet points, and description, all of which contribute to relevance.

Key Amazon SEO Ranking Factors

• Keywords: Amazon relies heavily on keywords for product relevance. High-ranking products often include specific, targeted keywords in titles and bullet points.
• Sales Velocity: Products that generate consistent sales rank higher, as this indicates consumer interest and reliability.
• Customer Reviews and Ratings: A high volume of positive reviews can improve ranking, while poor reviews may lower visibility.
• CTR and Conversion Rates: Listings with high click-through and conversion rates signal to Amazon that the product is desirable, which boosts ranking.
• Pricing and Stock: Competitively priced items that are in stock also rank better, as these factors impact the likelihood of a sale.

Amazon’s strategy is to promote listings that will convert as quickly as possible. This direct emphasis on sales means that Amazon SEO is heavily conversion-focused, prioritizing immediate purchasing behaviors over long-term visibility.

How Google SEO Works

Google’s ranking system is complex and operates based on a vast number of ranking factors. Central to its approach is E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness. Google wants content that is authoritative, credible, and satisfies user queries in a thorough way. Google SEO places high importance on content relevance and quality, backlinks from reputable sites, and user engagement metrics like CTR and dwell time.

Key Google SEO Ranking Factors

• Keywords: Google’s algorithms understand synonyms, long-tail keywords, and intent-based phrases. Strategic use of keywords in titles, headings, and body content is essential.
• Content Quality: Informative, well-structured, and engaging content ranks better. Google values pages that fully answer user questions and keep users on the page.
• Backlinks and Authority: Links from high-authority sites are a major ranking factor, as they signal that other websites trust and endorse your content.
• User Engagement: Google monitors how users interact with a site. Low bounce rates and longer dwell times indicate that the content is relevant and engaging.
• Mobile Usability and Page Speed: Fast-loading, mobile-friendly pages rank higher, as they contribute to a better user experience.

Google’s approach is to deliver reliable and relevant information over immediate conversions. This makes it suitable for businesses focused on brand building and informational content.

Similarities Between Amazon SEO and Google SEO

Despite their differences, Amazon and Google SEO share certain foundational principles:

• Use of Keywords: Both platforms rely on keywords to determine relevance. However, Amazon is more straightforward, focusing on exact matches, whereas Google includes broader match types and semantic relevance.
• Dual Results System: Both search engines display organic and paid results. Sponsored products and Google Ads operate similarly, giving businesses paid options to enhance visibility.
• Constant Optimization Needs: Algorithms for both Amazon and Google update regularly, requiring ongoing optimization to maintain rankings.
• Goal Alignment: Both aim to deliver the most valuable results to users, albeit for different end goals—Amazon for buying, Google for information.

Amazon SEO vs Google SEO: Key Differences

The differences between Amazon and Google SEO lie in how each uses keywords, content, and links, and how the algorithms assess relevance and authority.

Keyword Strategy and Use

Amazon uses keywords to match products directly with buyer searches. Its algorithm is less sensitive to synonyms and semantic variations, meaning exact match keywords hold more weight. Google, on the other hand, applies semantic analysis and prioritizes phrases with intent, making it more flexible in understanding synonyms, related phrases, and topic clusters.

External vs. Internal Links

Amazon relies almost exclusively on internal linking within the platform, as external links (backlinks) have no effect on ranking. Google places high importance on backlinks from reputable websites as a measure of authority and credibility. This means link-building is critical to Google SEO, while Amazon SEO is not affected by it.

Content Optimization Techniques

Amazon’s listings are compact and conversion-focused. Product descriptions, titles, and bullet points should provide quick, relevant information. Google, in contrast, rewards in-depth, comprehensive content, making blogs, articles, and guides a more effective strategy for building visibility on Google.

Algorithms and Data Insights

Amazon’s A9/A10 algorithm is largely influenced by conversions, CTR, and sales metrics. Google’s algorithm, meanwhile, relies on data from a much wider range of sources, evaluating authority, content quality, and user engagement.

How to Optimize for Amazon and Google SEO (with Practical Tips)

1. Conduct Keyword Research for Each Platform

Using tools tailored to each platform is essential. For Amazon, tools like Helium 10, Jungle Scout, and Amazon Keyword Tool are effective for identifying high-conversion keywords. For Google, Google Keyword Planner, Ahrefs, and SEMrush help find keywords with strong search volume and low competition.

2. Optimize Listings/Pages for Each Search Engine

On Amazon, your title, bullet points, and descriptions should focus on conversion-centric language that highlights benefits. For Google, creating high-quality, structured content that provides real value will lead to higher rankings.

3. Leverage Visuals and Media

Both Amazon and Google value visuals. Amazon SEO improves with high-quality product images and videos that increase conversions. Google SEO benefits from optimized visuals with alt tags, which improve engagement and accessibility.

4. Use Paid Strategies for Amazon and Google

Amazon’s sponsored listings and Google Ads offer paid options to gain visibility. These methods are especially useful for new products or content, allowing businesses to test and optimize their strategies over time.

Amazon vs Google SEO: Which Platform Should You Choose?

Choosing between Amazon and Google SEO depends largely on your business goals, target audience, and type of offerings. Each platform serves a unique purpose, catering to different stages of the customer journey. Let’s break down the ideal scenarios for each.

Choose Amazon SEO for Direct Sales and Product-Based Businesses

If your primary goal is to drive immediate product sales, Amazon SEO is likely your best bet. Amazon users are typically ready to buy—they’ve already narrowed down their search to specific items. By focusing on Amazon SEO, you’re directly competing where purchase intent is high, making it easier to convert visitors into paying customers. This approach is especially beneficial if:

• Your business sells physical products with competitive prices.
• You want to capitalize on Amazon’s massive marketplace traffic.
• You’re targeting impulse buys or items where customers make decisions quickly.

In these cases, optimizing for Amazon’s A9 algorithm (now evolving to A10) is key. This involves focusing on product titles, keywords, descriptions, and conversion-boosting elements like high-quality images and positive customer reviews.

Choose Google SEO for Brand Visibility, Information-Based Content, and Long-Term Growth

For businesses seeking to build brand authority, drive long-term organic traffic, and engage users in the earlier stages of the buying process, Google SEO is an essential tool. Google offers more flexibility with content formats—webpages, blogs, guides, and multimedia—making it ideal for creating educational or informative content that attracts a broader audience. Google SEO may be the right choice if:

• Your business provides services, information, or products that benefit from in-depth content.
• You want to educate or engage users through blog articles, how-tos, and guides.
• Your target audience frequently uses Google for research and product comparison before purchasing.

Google is ideal for brands that want to establish credibility through high-quality content and rank for a broader array of search terms related to their niche. A strong Google presence builds trust over time, encouraging repeat visitors and converting them when they’re ready to purchase.

Using Both Amazon and Google SEO for a Comprehensive Strategy

Many businesses can benefit from using both Amazon and Google SEO in a complementary way. For example:

• Brands that sell products on Amazon can use Google SEO to build brand recognition and drive traffic to their Amazon listings.
• Businesses that rely on e-commerce sites like Shopify or WooCommerce can optimize for Google to drive awareness and retarget high-intent users to Amazon for the final purchase.
• A combined Amazon-Google strategy lets you capture users at multiple stages: Google for discovery and education, and Amazon for purchase conversions.

Combining these strategies provides a well-rounded online presence, allowing you to meet users at various stages of the customer journey—whether they’re casually exploring options, researching deeply, or ready to buy.

FAQs

What’s the difference between Amazon A9 and Google’s algorithm?

Amazon A9 is conversion-focused, prioritizing sales and CTR, while Google’s algorithm centers on content relevance, authority, and engagement.

Can I use the same keywords for Amazon and Google SEO?

Not always. Amazon SEO favors specific product terms, while Google SEO works better with broader, intent-focused keywords.

How often should I update my Amazon and Google SEO strategies?

Frequent updates are key for both platforms as their algorithms evolve regularly. Monthly evaluations are often recommended.

What are the best ways to track SEO success on Amazon and Google?

For Amazon, track metrics like sales velocity and reviews. For Google, monitor rankings, organic traffic, and bounce rates using tools like Google Analytics and Search Console.

Summary

This guide illustrates how each platform serves distinct purposes, and by crafting targeted strategies for both Amazon and Google, businesses can effectively reach diverse customer bases. By harnessing the power of each platform’s unique SEO demands, you’ll not only increase visibility but also drive conversions and brand loyalty across the web.