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Optimizing content for listings to generate better visibility on Amazon for better User Experience as a start-up

  • The research defines the optimization possibilities of listing content for entrepreneurs on Amazon. The research aims to provide insights into the measures to the improvement of the ranking and the user experience. This thesis examines the strategies leading to Amazon's current market position. Due to Amazon's customer-focused orientation, this strategy enables cross-market development. The theoretical background indicates the success strategy of Amazon, driven by the Content Marketing Strategy (CMS) in which the compilation of content elements is performed in a value-added manner. Amazon's Content Marketing Strategy is an unbeaten strategy that contributes to today's customer reach. This is driving all retailers to embrace the concept of CMS and integrate it as part of their business to benefit from amazon's success and effectiveness in the future. Based on the frameworks used, the relevance factors and the performance factors, which have a direct and indirect influence on the ranking of the products are analyzed. The result of the analysis describes how keywords, authority, conversion rate, and the Click- Through-Rate are shaping ranking components. In addition, there is a need for the right approach to Search Engine Optimization (SEO). By optimizing the content components, the listing is received with better interest by the target audience, which leads to direct increases in traffic. Successfully implementing SEO measures result in a unique and excellent user experience, which in turn drives the need and buying behavior of the users. The results prove the importance of such measures to enable successful and effective participation of entrepreneurs on Amazon. Thus, the entrepreneur is considered a relevant and trustworthy retailer who encourages users to buy. Key words: e-commerce, search engine optimization, content marketing, content optimization, user experience

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Author:Hande Budur
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/09/30
Release Date:2021/11/23
Tag:Content marketing; Content optimization; Search engine optimization; User experience; e-Commerce
Page Number:80
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt