Optimising your Off-Amazon Store

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Dan Shure joins for the second part and optimising your off-Amazon Store

Consider a seller moving Amazon products off-Amazon with 30 products and in the baby space.


  • Biggest mistake is not categorizing well when optimising your off-Amazon store
  • Huge opportunity to attract extra traffic
  • Age of baby, gender are categories
  • Research in Google Adwords keyword tool to see the search volume for these categories
  • Boys Strollers – this could be a category
  • Focus on the right terminology in keywords or aim for the user with navigation
  • Keep is ‘user navigation’ focussed
  • 95% of keyword targeting is giving them the page they need
  • Spend some time on Google search and see what competitors are displaying
  • Try to work out what is good, bad, helpful, not-helpful
  • Myth – just throwing text on the category page is not that helpful, not a great search engine help any more

Structure the Page

  • Nice images, 7-8 images most being lifestyle are good when optimising your off-Amazon store
  • White background, 2000×2000 pixels or above
  • Keywords – main target (Title and URL)
  • Products and category pages
  • Product page (Boy Stroller)
    • SKU number
    • Brand name
    • What is being said in Amazon about this product
    • What long-tail searches might fit
    • Full breadth of what you need to describe the product
  • Selling
    • Title tag in your meta description
    • Optimize for click-through rate too

Framework for Optimising your off-Amazon store

  • Meta-description examples
  • Problem > Solution > Outcome is the model approach
  • Show you understand their problem
  • Tell them your solution is the solution for them
  • Tell them the outcome for them of using your solution
  • Marketing things could be key to your market, is it price, value, features…
  • If you can improve your click-through rate per page
  • Sumo.com has a ‘power words’ post that categorises words by the emotion you are trying to convey
  • Code Schedule have a ‘title tag’ tool that gives feedback on your clickthrough rate potential
  • Use tools to get feedback on your titles and descriptions too

Title Lengths standards

  • Length of title and meta-description
  • Google give standards for these
  • Title is 60 characters (by pixel width)
  • Meta descriptions are a bit abstract
  • Make it 150 chars (make sense) or less but Google may display upto 300
  • Add a keyword or two into the meta description – google will bold those in the results
  • Use ‘product schema’ – gives you stars in Google when you’re searching (WordPress has a plugin)
  • Meta-description is where you can have a call to action – click here now for information
  • You are crafting interest for people and generating emotion with people

Website Links

  • Cross-linking from your product marketing across to your Amazon products where it relates is good for optimising your off-Amazon store content linking
  • Optimize the anchor text in the link in your article for click-through rate
  • Make it a call to action – send them there to check out your baby-stroller

Stable Structure

  • From day 1 you want to get your structure right
  • Changing it later can cause lots of problems for Google and URLs
  • Broken links and missing pages

Dropdown / Mega menus

  • Clients with these – their rankings are doing really well
  • Buyers can jump to what they want from any page
  • Short words to explain the navigation are good
  • Not too many options at the top level
  • Keep the naming simple – call the Product page the Product page
  • Don’t be clever at the expense of clarity

Canonical URLs

  • Canonical URLs – Put a canonical tag on page A and get the Google love from page B, C to all go to Page A
  • If you sort a page then it’s the same page but in a different order, so canonical tags can help
  • It’s got to make sense
  • Domain.com/category/name of category
  • Any filtering or sorting that comes should be after that so it’s the same page but you changing the parameters on the page
  • Category URL should be clear and concise as well

Home Page

  • User experience as well
  • Deathly sliders that are heavy but pretty – CONVERSION KILLERS
  • Do not use sliders (were good in 2011)
  • Slow down your page
  • Annoy users
  • Not a great job at conveying a message you want to convey
  • Takes up a lot of real estate too
  • Have some of your categories on the Home page and infinite scroll too (Dan’s not a big fan on Desktop)
  • Infinite scroll on mobile is GREAT
  • Highlight top sellers on Home page
  • What are the most important messages you need to convey? (Video, testimonials)


  • Category pages with more than 20 products
  • When you get to the bottom of the page you can choose page 1,2,3 etc
  • And technically using rel-prev and next tabs tells Google that these are joined pages

Page Load

  • webpagetest.org
  • google page speed insight tool
  • chrome dev tools
  • Decent load time is 7 secs on webpagetest.org
  • Image file size is the in the top 3 most critical load factors
  • Images should be 200k or less
  • Optimize javascript and page load scripts
  • Using browser caching saves a huge amount
  • Setting the expiration date for your pages/content helps with cacheing