Super URLs are the talk of the town this season. Many sellers have been wondering and asking questions that whether Super URL approach is still working. And why shouldn’t they? Super URLs have been the most targeted form of Amazon optimisation for years and for years there have been rumours that they will soon retire. To the surprise of many, the day hasn’t come yet.
What are Super URLs?
Super URLs (mostly considered a gray hat strategy), are the URL address of a product detail page that already contains the keywords. A seller can distribute and use it throughout the internet to increase his sales and ranking. When a user clicks on this link he is redirected to a dynamic URL generator that again directs to Amazon. This devises a qid and search position parameters to make it appear as if an organic search occurred, and that the buyer selected the desired product to buy.
What is an Organic Search?
If a user searches ‘white jacket’ on Amazon and opens a product, the URL on the product detail page will still contain your search keywords at the end. Now suppose your product is making sales for the search keyword ‘white jacket’, then Amazon algorithm will automatically rank your product higher for the ‘white jacket’ keyword. This is organic search.
This example sufficiently highlights the importance of using Super URLs for seller ranking.
How is Super URL different from Organic Search?
The working of Super URL appears to be same as of organic search, but here the search begins from a third party website or an external location (where the super URL is published), instead of coming through Amazon search (which is what Amazon is told by the URL). The super URL directly lands the user on the product details page and if the customer purchases the product, (just as in case of organic search) Amazon will list that product higher for the keywords given in the super URL. Subsequently your seller rank will also improve for those keywords.
How to create a Super URL?
Out of many other ways to create a super URL, the one given below is both easy and well known.
- Click on your seller name and then on your storefront.
- Now enter in the keywords relevant to your product.
- The URL that is in your browser now is your Super URL for the keywords you entered in the previous step.
- Copy this URL and publish it wherever you wish to.
Where to use Super URLs?
You can use the super URLs on social networking sites (Facebook, Twitter or Instagram), PPC advertisements, or via emails, fliers, blog posts, forums, or any other means with which you can communicate with potential buyers.
What does Amazon say?
The Amazon ‘terms and conditions’ does not expressly state, anywhere, that creating and publishing links like this is barred or wrongful. However, it has been clearly stated at many places that “You may not intentionally manipulate your products’ rankings.”
Pro Tip- Usage of original URL, as displayed on your product listing, without any keyword modification, is neither prohibited nor unethical.
Coming back to the main question!
Do Super URLs still work for keyword ranking giveaways?
Yes, super URLs still work and their working is still a gray area. It is not a tried and tested tool and neither has a proven track record to advance Amazon sales. We have two sets of opinions and experiences in the market, which we have mentioned below.
Some professionals have claimed that Amazon might be tracking these and therefore they have been pushed down the seller rank. They also perceive that super URL success is probably coming from other optimization resources that attracted the buyer in the first place.
Many others have been using super URL for long and have claimed to have earned higher sales through it. It is just another optimization method and since not clearly prohibited, they recommend its use. Moreover, it is neither expensive nor customer facing, so giving it at least one shot won’t hurt. For those who wish to direct their external traffic using super URL, It could be a potentially rewarding step.
Though it was expected to be banned or restricted, nothing concrete or otherwise has been done on the matter. There is a general presumption that Amazon might spell out a system to make these URLs inefficient though it is highly unlikely that it will be banned. So what we suggest is- You shall make use of it, but do so at your own liability. On Amazon- Being visible, is being successful.
Pro Tip- While using Super URL put long tail keywords rather than singular key phrases, for better sale results.