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Amazon SEO vs Google SEO: Similarities, Differences, and Knowing What You Need

October 5, 2023
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Amazon and Google are indispensable tools in today’s world. It helps you with almost anything, from answering a simple question to searching for the hottest trends and making purchases. The best part is that you never have to get up from the couch for answers. You can get what you want with a few quick and simple clicks on any device.

The convenience of using these two search engines has made them incredibly popular. However, this popularity also means that e-commerce businesses face high competition. Everyone's doing their best to get that number one spot. Marketing strategies have grown even more aggressive, and some brands have it tough in the battle. 

But Amazon and Google SEO function differently. E-commerce businesses should be able to distinguish them and see what works best for their SEO strategy: Amazon SEO vs. Google SEO. This article covers the critical points to help you decide. 

Understanding the Importance of Search Engine Optimization

Before going into the comparison, you must understand the role of search engine optimization. What is search engine optimization (SEO)? Why is it necessary for platforms like Amazon and Google? 

SEO graphics on an iPad

What Is SEO?

SEO enhances an online platform, listing, or web page to improve its ranking on search engine results (SERPs). You optimize them regularly, primarily by incorporating relevant and strategically-placed keywords. 

These keywords lead people to your target page, and they decide whether or not to take action. A successful SEO strategy will help increase brand visibility, product rankings, and sales.

Why Is SEO important? 

SEO is important because it brings your brand to people searching for similar products or services. These users either conduct searches to look for comprehensive information or to purchase a particular item. With an optimized website, you can showcase your brand's purpose and reach out to these people by appearing in their searches. 

There is also the algorithm factor. You must ensure your online presence is SEO-optimized to comply with Amazon and Google’s specific regulations. These can be anything from strategic keyword placements on your content to generating high-quality backlinks. 

Why Is It Important For Amazon and Google?

SEO is vital for businesses to stay on top of the visibility game. Amazon and Google are popular platforms with countless sellers and off-the-chart competition. What is a better platform for success than the two largest search engines in the world?

Amazon vs. Google Search Engines: What Are Their Similarities?

These two search engines have different scopes and functions, but what about SEO makes them similar? Let's find out:

Both Are Prevalent Search Platforms

Amazon and Google are both big names globally. Worldwide, Amazon has over 300 million active shoppers visiting the platform. Meanwhile, Google has 89.3 billion total visits every month. The statistics show that both platforms dominated the search and e-commerce market at heights unreachable to their competitors.

Both Share The Same Objective

Amazon and Google share one primary goal: showing the best-quality pages on the search engine results page (SERP) based on the user's needs. Both have sophisticated algorithms that detect which pages should be first on the search rank.

Both Require Consistent Maintenance

Both Google and Amazon need regular updates. Getting your web page or listing on the first spot of the relevant search results is not a one-time task. It is just the beginning of your SEO journey.

Monitor and stay up-to-date on changes that might affect your ranking, such as an algorithm update or a new SEO analysis of a rising competitor. Implement more effective strategies for high search volume and securing a first-page search position.

Both Display Two Types Of Results

Both Amazon and Google show paid and organic search results. However, Google Ads is more advanced when it comes to ad targeting. Meanwhile, Amazon advertising is continuously expanding funnel ads for sellers. 

Advertising is an essential source of income for both platforms. Still, Amazon advertising needs to catch up and upgrade its Sponsored Display Ads, Sponsored Products, Amazon Stores, and Sponsored Brands.

Amazon SEO vs. Google SEO: What Sets Them Apart?

Let's move on to the factors that make these two different.

Difference in Focus

Both Amazon and Google dominate but in different markets. Amazon SEO focuses on the e-commerce industry; Google SEO focuses on the search engine market. 

Amazon's search engine focuses on sales, while Google focuses on web traffic.

Google cares about the web page's click-through rate (CTR), and relevance is based on the clicks and duration of users on a particular page. 

On the other hand, Amazon cares about both CTR and conversions. The product rank is based on whether the customer purchased it.

Difference In Keyword Use

While both Amazon and Google use keywords, keyword phrases, and short and long-tail keywords to rank, their utilization differs.  

Users go to Amazon to purchase, so keywords are more product-focused. They are primarily product highlights, such as benefits or special features. Because of the stiff competition, it’s important to use the best keyword research tool when devising your SEO strategy

Meanwhile, Google SEO is broader, focusing on keywords that answer questions. It covers page elements such as page titles, headings, subheadings, meta descriptions, and optimized images. 

Internal and External Links

Link building is an essential part of Google SEO. Having many quality links increases the authority of your pages—the greater the page authority, the greater your chances of securing the top rankings on the SERPs.

On the other hand, Amazon doesn't practice nor rely on direct links or external links. Amazon focuses on sales volume for product ranking and appearance on search results. 

Tools For Insights

Google offers many tools for you to monitor the progress of your web pages in various ways. Examples of these tools are Google Search Console and Google Analytics. 

  • With Google Analytics, you can see both real-time and previous data. Find sources of traffic, site visits, clicks, bounce rates, location demographics, etc. This data helps you create strategies for your SEO plan or understand an average web user better. 
  • With Google Search Console, you can find rich insights on a webpage's keyword performance, URL performance, sitemap status, crawling status, indexing status, mobile usability, etc. Like Google Analytics, it is convenient to use in forming SEO strategies.

When it comes to Amazon, there are efficient and robust solutions for tracking, analyzing, and predicting customer behavior. Some examples are Brand Analytics, Amazon Insights, Amazon Personalize, and Amazon Recommendations, enabling businesses to tailor-fit suggestions and search results based on their customers' past purchases or browsing history. 

Additionally, Amazon Web Services (AWS) has a range of analytical tools for data processing, storage, and visualization—including Amazon QuickSight, Amazon EMR, and Amazon Redshift—which can be used to collect and analyze data from various sources.

Difference In Algorithms

Google and Amazon have different algorithms due to the various functions they serve. In a nutshell, Google aims to provide the best search results, while Amazon's algorithms prioritize sales performance.

Google's algorithm is focused on delivering web search results that match the user's intent as accurately as possible. This involves analyzing the content, links, and credibility of web pages for relevance. 

In contrast, Amazon's A10 algorithm is designed to deliver product recommendations and search results that lead to sales. It considers sales-related factors, including sales authority, product impressions, conversion rates, and reviews. 

Content Optimization Techniques

Google and Amazon also vary in the ways they optimize content. Let's take a closer look:

Keywords are used in the product listing title, description, keywords tab, etc.Keywords are integrated into titles, headings, sub-headings, the body of the text, and meta descriptions.
The use of backend keywords is encouraged. These are not visible on the platform for the customers to see. They’re for the search engines to consider when ranking your brand.Page speed and other technical UI/UX factors are regularly checked to ensure a seamless customer journey.
Titles are straightforward and contain the most vital information about the product.Crawling and indexing errors are monitored. Issues like these prevent Google from acknowledging the presence of your page. It also affects the ranking of the page.
Earning positive reviews is an integral part of the strategy.High-quality backlinks are essential.
Photos in the listing are high-resolution, providing customers with a more detailed view of the product.Visual elements are added to boost user engagement. It could be in photos, videos, infographics, and more.
Google on an iPad

Amazon SEO vs. Google SEO: Choose What's Better for Your Business

After knowing the similarities and differences between Amazon and Google SEO, decide what's better for your business. You have to consider the following to determine which would fit your brand goals:

Know Where Your Audience Is In The Buying Cycle

Staying on top of what's in your customers' minds when evaluating your products is necessary. For example, did they start to be aware of your brand after a query? Are they comparing your product to another brand at the moment? Or have they already decided to purchase your product? Let's find out the different stages of the buying cycle:  

  • Awareness stage - Customers discover their problem, search for a solution, and become aware of your product.
  • Consideration stage - Customers begin to look for more information about your product. Usually, they search through product descriptions, customer reviews, and certifications. They consider it once they feel this will help them find a solution.
  • Intent stage - Customers consider all possible options. They may even include competitors to evaluate what will work best for them. 
  • Purchase stage - Congratulations! A customer has chosen your product and decided to buy it.
  • Repurchase stage - Customers usually reorder when it comes to perishable goods, refillable, or other products they enjoy after buying the first time. This stage allows businesses to develop strategies for increasing revenue.  

Google is more effective in the early stages since customers look for ideas. On the other hand, Amazon works better in the steps of product evaluation and purchasing. Knowing where your target audience is in these stages helps you choose between Amazon SEO services and Google SEO services.

Know Your Campaign's Objectives

What is your brand's intention? Google SEO works better if you wish to promote brand awareness and grow your audience. If you're aiming for lead conversions, Amazon is a better option.

How About Using Them Both?

What if you want to use both Amazon and Google? Is that even possible? The answer is an absolute yes! Investing in Google and Amazon is like hitting two birds with one stone. You get to market your business and earn your conversions too. If implemented correctly, both services can help you thrive in the eCommerce market.

Both platforms can go hand-in-hand. While Amazon takes over half of the product searches, some users still start with Google or other search engines. Suppose you optimize for Google and get a high spot in the results. In that case, it will help gather traffic to your Amazon page. 

Meanwhile, If you optimize for Amazon and get a high product ranking, your page will also do well in Google’s SERPs. 

Tips for Leveraging Both Platforms

Here are some tips to nail both your Amazon and Google rankings:

Amazon SEO TipsGoogle SEO Tips
Use product-focused keywords relevant to searches of your target audience. Strategically place them on your listings.Implement strategies that get you more clicks.
Backend keywords matter. Don’t forget to take advantage of them.Consider updating and relaunching your content for relevance.
Encourage satisfied customers to leave reviews and continue providing excellent customer service in return.Get more traffic by generating long-form content.
Create a well-written product copy that sells.Optimize content breakdown and maximize the use of headings and subheadings.
Use high-resolution product photos showcasing your offerings from various angles and highlighting their features.Practice passive link building (creating content people will naturally find valuable to link).

Final Thoughts

Amazon and Google are equally significant for your SEO goals, but knowing how they operate and where they would work best is the key to success. Google answers queries, while Amazon sells products. Set your business goals and find out which of the two can help bring your plans into action. 

Seller Interactive can help you understand the value of SEO and how you can use it to grow your Amazon businessCall us at 1-800-820-3746 or reach out to us via email for more information.

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