Search engine optimization for products - AWS Marketplace
Search engine optimizationAWS Marketplace search

Search engine optimization for products

Search is a critical tool in the buyer’s journey that enables customers to find the best product to meet their unique needs. For AWS Marketplace customers, searches happen in two primary locations: search engines (for example, Google or Bing) and the search function in AWS Marketplace. This page provides information on how to optimize your listing for both locations.

Search engine optimization

Optimizing your product detail page to rank higher for relevant keywords is critical to driving more unique visitors to your product detail page through search engines.

There are three primary page elements that are foundational and impactful for improving organic search to any webpage, including product detail pages: keywords, title tags, and H1 heading tags.

Keywords

Keywords are a central element to search engine optimization, as they distill topics into focused queries that drive search engine results. The process of identifying the most relevant keywords for your pages involves keyword research. Search engine optimization tools can provide valuable information, such as keyword search volumes (how many times per month a keyword is searched on Google), current rankings, search trends, keyword competitiveness, and related keywords. From this research, you can identify primary and secondary keywords.

Your primary search engine optimization keyword should be a unique single word or phrase that represents the main topic of your page. This primary keyword should be naturally woven into the copy of your product title, short description, and highlight section. Secondary keywords should be highly relevant terms that are found within the remaining page content.

Title tags

The title tag, which appears in the search engine results pages and as the title of a page in a browser window or tab, informs both readers and search engine web crawlers about the page's content. For AWS Marketplace product detail pages, the product title serves as the title tag, so it’s important to optimize your product titles with search engine optimization keywords to improve ranking potential. To increase the likelihood of achieving a high rank in the search engine results pages, incorporate your brand name, product name, and relevant keywords in your title tag.

H1 heading tags

H1 heading tags have three roles:

  • They help visitors scan the page contents for the information that they need.

  • They increase accessibility for visitors with visual impairments that use screen readers to understand the page’s content.

  • They provide keywords found in page headings, which receive additional search engine optimization relevance weight if supported by the page content that follows.

The AWS Marketplace website ranks the results of search queries using search optimization techniques similar to those used across the industry. By understanding how AWS Marketplace ranks and returns search results, you can create product details optimized for the AWS Marketplace search engine. We recommend taking this guidance into consideration when you create your product detail pages.

Keywords

During the product creation process, you can submit up to three keywords (single words or phrases) to help customers discover your product through site searches. The keywords text box can contain up to 250 characters.

Use the following tips to create search keywords:

  • Use terms that are relevant so that customers can easily find your products.

  • Choose keywords from your customers' vocabulary—that is, words and phrases that they're likely to use when thinking about your type of product.

  • Create keywords based on specific features in your product.

  • Don't include the product title in the terms that you submit. The product title is already indexed in the search.

Note

Keywords aren't the same as software categories. Keywords are more specific terms that are related to your product.

You can edit keywords after you create a product by editing the metadata for the product. For products that you created using the Products tab in AWS Marketplace Management Portal, you also use the Products tab to make changes. For more information, see Product changes and updates.

The AWS Marketplace Seller Operations team helps redirect queries with similar-sounding words or words with similar meanings. For example, when customers search for automobile when you expect them to search for car.

Software categories

When you list your product, you can choose up to three software categories and corresponding subcategories for your product. This helps customers discover your product as they browse or search the products on AWS Marketplace. Choose only categories that are relevant to your product. In most cases, only one category applies. Both the product load form and the Products pages contain a complete list of categories.

Note

Categories aren't the same as keywords. The available categories and subcategories are predefined for AWS Marketplace. You decide which of them apply to your product by choosing them from a list. Keywords aren't predefined, but they are created during the process.

Highlights section

The product details page displays up to three product highlights as bullet points. Customers can search for products by highlights, so include highlights when you create a product. A highlight should describe the product's primary selling points in brief and informative language.

Example Highlights

  • Projecting costs: With AnyCompany's product, you pay only for what you use. You're charged for each hour or partial hour that it's running.

Short description

The product description lists the product's features, benefits, and usage instructions, along with other relevant and specific product information. Keep the following guidelines in mind as you create the product description:

  • Avoid unnecessary capitalization and punctuation marks

  • Don't include redirect information

  • Check spelling and grammar

  • Include only critical and useful information

Example Short description

AnyCompany's product automatically distributes incoming application traffic across multiple Amazon EC2 instances. It enables you to improve fault tolerance in your applications by seamlessly providing the load balancing capacity that you need to respond to incoming application traffic. AnyCompany's product detects unhealthy instances in a pool and automatically reroutes traffic to healthy instances until the unhealthy instances have been restored. Customers can enable it in a single AWS Availability Zone or across multiple Availability Zones to enable more consistent application performance.