Are you tracking the right metrics for growth? True success comes from mastering the difference in Amazon SEO vs Traditional Website SEO performance measurement.
Building an e-commerce brand requires a two-front approach: driving sales on Amazon and building a presence off Amazon. While a complete growth plan must involve both, the SEO strategies for each are fundamentally different.
This is because each platform has a different core purpose – Google is an information engine, and Amazon is a sales engine – and a winning strategy depends on tracking the unique KPIs that define success for both.
TL;DR
A complete e-commerce growth plan requires mastering SEO both on and off Amazon, but using the same metrics for both is a common mistake. Success depends on understanding that Amazon is built to sell products, rewarding KPIs like sales velocity, while Google is built to provide information, rewarding metrics like content engagement.
This article breaks down the nine essential KPIs you need to measure performance accurately for both Amazon and traditional website SEO. For expert help in implementing these strategies, a dedicated Amazon agency can provide the necessary insights to drive growth on both fronts.
Table of Contents
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A Quick Look at the 9 KPIs for Amazon and Google SEO
The metrics that matter for your Amazon listings are fundamentally different from those that track website performance. Amazon’s A10 algorithm is obsessed with one thing: driving sales. Google, however, cares more about user intent and information quality.
The table below outlines the essential KPIs that separate Amazon SEO from traditional website SEO. Understanding this distinction is critical for allocating your resources and measuring real impact.
| KPI Category | Amazon SEO | Traditional SEO Focus |
|---|---|---|
|
Conversion Rate |
Unit session percentage (8-15%) |
Lead generation rate (0.032%) |
|
Keyword Strategy |
Product-specific buying intent |
Information-based problem solving |
|
Click-Through Rate |
Main image appeal (15-20%) |
Meta description relevance (2-5%) |
|
Traffic Quality |
High-intent purchase ready |
Mixed intent requiring nurturing |
|
Content Performance |
A+ content conversion lift |
Time on page and engagement |
|
Reviews & Social Proof |
Review velocity and ratings |
Citations and brand mentions |
|
Sales Velocity |
Units sold per day/week |
Long-term revenue attribution |
|
Mobile Optimization |
Product display experience |
Content consumption usability |
|
Competitive Analysis |
Direct product positioning |
Content authority building |
1. Conversion Rate
The Foundation That Separates Winners from Losers
Unit session percentage (from product views to sales)
Traditional SEO
Lead generation rate (visitors to qualified leads)
The conversion rate gap reveals the core difference in Amazon SEO vs Traditional Website SEO Performance Measurement strategies. Amazon’s built-in trust and high purchase intent create dramatically higher conversion benchmarks than traditional websites.
Amazon conversion rate benchmarks:
- Poor: 1% – 8%
- Average: 8% – 12%
- Excellent: 13% – 15%
- Too High: Above 16% (indicates insufficient advertising)
Traditional website conversion rates: While heavily dependent on the specific business model, the average traditional e-commerce website conversion rate is 3.65%, meaning nearly four out of every 100 visitors complete a desired action.
Amazon’s high-intent traffic naturally converts better because users are already in buying mode. Traditional websites must nurture visitors through the entire funnel, making engagement metrics equally important.
Actionable insights for low conversion rates
For Amazon:
- Test main images with lifestyle context vs plain product shots
- Rewrite bullet points to address specific customer pain points
- Add A+ content showcasing product benefits and use cases
- Analyze competitor pricing and adjust if significantly higher
For Traditional SEO:
- Improve page load speed and mobile responsiveness
- Add compelling calls-to-action above the fold
- Create valuable lead magnets (guides, checklists, templates)
- A/B test headlines focusing on customer benefits vs features
Amazon AWS"An estimated 35% of eCommerce revenue is lost due to bad user experiences."
2. Keyword Strategy
Sales Intent vs Information Intent Targeting
Amazon SEO
Product-specific, buying-intent keywords
Traditional SEO
Information-based, problem-solving keywords
Amazon keyword strategy centers on immediate purchase intent. Terms like “stainless steel water bottle” or “wireless bluetooth headphones” dominate buying decisions.
Traditional SEO targets educational content, comparison guides, and problem-solving queries that build authority over time. The goal is capturing users at different funnel stages.
Amazon ranks products based on sales velocity and purchase relevance. Traditional SEO tracks rankings across broader categories, including informational queries that build brand authority.
Actionable insights for poor keyword performance
For Amazon:
- Use tools like Jungle Scout to identify high-volume buying keywords
- Target long-tail variations including size, color, and material specifications
- Analyze search term reports to find keywords that convert into sales
- Include backend keywords for related search terms and synonyms
For Traditional SEO:
- Create educational content targeting informational search queries
- Build comparison guides and buying advice content
- Use keyword clustering to establish topical authority
- Develop internal linking between related content pieces
3. Click-Through Rate (CTR)
Visual Appeal vs Content Relevance
Amazon SEO
Main image optimization and title appeal
Traditional SEO
Meta description and title tag optimization
While a good click-through rate for an organic Amazon listing starts around 2-3%, it has the potential to be pushed much higher, reaching upwards of 5% to 7%. The visual element makes Amazon CTR more dependent on product presentation.
- Main image quality and appeal
- Price Competitiveness
- Review count and ratings display
- Title clarity and benefit communication
- Promos and discounts
- On-time delivery
- Amazon’s choice badge
- Alignment of your content with the user’s search intent.
- Compelling and clear titles and meta descriptions.
- A responsive, mobile-friendly design.
- Use of rich snippets like star ratings or reviews.
- Visual appeal of images or thumbnails in search.
- Social proof from testimonials and positive user feedback.
Actionable insights for low CTR
For Amazon:
- A/B test main images with different angles and lifestyle contexts
- Include key benefits in the first 80 characters of product titles
- Use high-contrast images that stand out in search results
- Test promotional pricing and badge optimization
For Traditional SEO:
- Write benefit-focused meta descriptions with clear value propositions
- Use emotional triggers and power words in title tags
- Implement schema markup for star ratings and review snippets
- Include target keywords naturally in titles and descriptions
4. Traffic Quality
Purchase-Ready vs Mixed Intent Visitors
Amazon SEO
High-intent, purchase-ready traffic with immediate buying signals
Traditional SEO
Mixed intent traffic requiring nurturing through sales funnel
This fundamental difference shapes how you measure success. Amazon PPC conversion rate of 10.33% shows the power of bottom-funnel traffic ready to buy.
Amazon traffic characteristics:
- High buying intent with immediate purchase consideration
- Price and feature comparison focus
- Quick decision-making timeline (minutes to hours)
- Mobile-heavy browsing patterns (70%+ of traffic)
Traditional website traffic characteristics:
- Mixed intent across research, comparison, and education phases
- Longer decision cycles requiring multiple touchpoints
- Desktop preference for complex B2B purchasing decisions
- Need for nurturing through email sequences and retargeting
Actionable insights for poor traffic quality
For Amazon:
- Target high-commercial-intent keywords in PPC campaigns
- Use negative keywords to filter out bargain hunters and researchers
- Optimize for mobile-first user experience and quick conversions
- Focus campaigns on converting traffic rather than maximizing volume
For Traditional SEO:
- Create content for different buyer journey stages (awareness, consideration, decision)
- Implement retargeting campaigns for non-converting visitors
- Build email nurture sequences with progressive value delivery
- Use lead scoring to identify high-intent prospects
Complete Search Visibility
Ensure your products are found whether your customers are searching on Google or Amazon.
5. Content Performance
Product Features vs Educational Value
Amazon SEO
A+ content engagement and conversion impact
Traditional Website SEO
Time on page, bounce rate, and content depth
Premium Amazon A+ Content increases conversion rates by an average of 15%, making it a critical Amazon-specific KPI. This makes A+ content performance measurably different from traditional content metrics.
Amazon content KPIs:
- A+ content conversion lift
- Image engagement and interaction rates
- Bullet point readability and scan patterns
- Product video view duration and completion rates
Traditional Website SEO content KPIs:
- Average time on page and session duration
- Bounce rate and pages per session
- Social shares, comments, and backlink acquisition
- Content engagement depth and user interaction
Actionable insights for poor content performance
For Amazon:
- Create comparison charts showing product advantages
- Use lifestyle images demonstrating product benefits and use cases
- Test different A+ content layouts using Amazon’s experimentation tool
- Add product demonstration videos to increase engagement
For Traditional Website SEO:
- Create comprehensive, in-depth content covering the topic thoroughly
- Use internal linking to guide visitors to related content
- Add interactive elements like calculators, quizzes, or tools
- Optimize content structure for featured snippets and voice search
6. Reviews and Social Proof
Sales Impact vs Authority Building
Amazon SEO
Review velocity and rating maintenance
Traditional Website SEO
Review citations and brand mention tracking
Reviews impact Amazon SEO and traditional website SEO Performance Measurement differently. Amazon reviews directly influence conversion rates, while Traditional Website SEO reviews build domain authority and local search presence.
Amazon review KPIs:
- Review velocity (new reviews per month)
- Overall star rating maintenance above 4.0
- Review helpfulness scores and customer engagement
- Response rate and quality for negative feedback
Traditional Website SEO review KPIs:
- Review citations across relevant directory sites
- Brand mention frequency and sentiment analysis
- Local review impact on geographic search rankings
- Review schema markup implementation and rich snippet capture
Actionable insights for poor review performance
For Amazon:
- Implement automated follow-up sequences requesting reviews from satisfied customers
- Include review request inserts in product packaging
- Respond professionally to negative reviews with solutions
- Monitor review velocity compared to category competitors
For Traditional Website SEO:
- Build citations on industry-relevant directory sites
- Implement review schema markup on product and service pages
- Monitor brand mentions using Google Alerts and social listening tools
- Create review generation campaigns for satisfied customers
7. Sales Velocity
The Ultimate Amazon Differentiator
Amazon SEO
Recent sales performance and historical velocity
Traditional Website SEO
Revenue attribution over longer periods
PPC sales are the biggest driver of Amazon rankings today.
Sales velocity drives Amazon rankings directly, making it unique in Amazon SEO vs Traditional Website SEO Performance Measurement. Traditional Website SEO focuses on long-term revenue attribution rather than immediate sales momentum.
Amazon sales velocity metrics:
- Units sold per day, week, and month
- Revenue growth rate and momentum trends
- Seasonal performance patterns and category ranking
- Market share growth within product categories
Traditional Website SEO revenue tracking:
- Organic traffic value and ROI calculations
- Assisted conversions across multiple touchpoints
- Customer lifetime value and retention rates
- Multi-channel attribution modeling
Actionable insights for poor sales velocity
For Amazon:
- Launch aggressive PPC campaigns to jumpstart new product momentum
- Use promotional pricing and coupons to accelerate initial sales
- Coordinate external traffic campaigns through social media and email
- Monitor and optimize for high-converting time periods and seasons
For Traditional Website SEO:
- Focus on building long-term content authority and organic rankings
- Track assisted conversions showing SEO’s role in customer journey
- Build email lists for ongoing customer relationship nurturing
- Measure customer lifetime value rather than immediate transaction value
8. Mobile Optimization
Product Display vs Content Consumption
Amazon SEO
Mobile product presentation and buying experience
Traditional Website SEO
Mobile content consumption and site usability
The first 80 characters drive 80% of mobile clicks on Amazon displays. This creates unique mobile optimization requirements different from traditional websites.
Amazon mobile KPIs:
- Mobile conversion rate differential
- Image load times and display quality
- Touch-friendly product navigation
- Mobile checkout completion
Traditional Website SEO mobile KPIs:
- Mobile page speed scores
- Mobile usability metrics
- Mobile vs desktop engagement
- Mobile-first indexing performance
Actionable insights for poor mobile performance
For Amazon:
- Test main product images for clarity and appeal on mobile devices
- Keep essential product information within first 80 title characters
- Ensure A+ content displays properly across mobile screen sizes
- Optimize bullet points for mobile scanning and readability
For Traditional Website SEO:
- Improve Core Web Vitals scores through technical optimization
- Implement responsive design and mobile-first development approach
- Compress images and reduce file sizes for faster loading
- Test mobile user experience regularly across different devices
9. Competitive Analysis
Direct Product Competition vs Content Authority
Amazon SEO
Product-level competitive positioning
Traditional Website SEO
Content authority and domain competition
Amazon competition is direct and product-specific. You’re competing for the same search terms against identical or substitute products.
Traditional Website SEO competition involves competing for topical authority across broader themes. This requires different measurement approaches and competitive intelligence.
Amazon competitive KPIs:
- Category rank position and movement trends
- Competitor pricing analysis and market positioning
- Feature comparison and product differentiation
- Share of voice for high-value product keywords
Traditional Website SEO competitive KPIs:
- Domain authority growth and backlink profile strength
- Keyword portfolio expansion and coverage
- Content gap analysis and topic opportunity identification
- SERP feature capture (snippets, knowledge panels, local packs)
Actionable insights for poor competitive positioning
For Amazon:
- Analyze top 10 competitors’ pricing strategies and positioning
- Identify gaps in competitor product features and benefits
- Monitor competitor review themes for product improvement opportunities
- Track competitor PPC strategies and keyword targeting
For Traditional Website SEO:
- Conduct regular content gap analyses to identify missed opportunities
- Build high-quality backlinks from industry-relevant authoritative sites
- Create comprehensive resource pages and definitive guides
- Monitor competitor content strategies and publication patterns
Key insights:
- You can customize your Amazon URL slug for better Google SEO; otherwise, it defaults to the first five keywords in your product title.
- Never put competitor brand names in your backend keywords due to IP policy violations; target them with sponsored ads only.
Common Mistakes when Measuring Amazon and Website SEO Performance
Amazon SEO
- Ignoring Operational Health – Forgetting that sales velocity is key, making inventory (IPI) and Buy Box percentage critical SEO metrics.
- Focusing Only on ACoS – Tracking ad efficiency (ACoS) instead of the overall business impact of ads on total sales (TACoS).
- Separating Conversion & SEO – Forgetting that conversion rate is a primary ranking factor, making listing optimization a direct SEO task.
- Neglecting Backend Keywords – Wasting the indexed, customer-invisible backend search term fields.
Website SEO
- Focusing on Vanity Metrics – Prioritizing raw traffic and broad rankings over qualified, converting visitors.
- Judging Engagement Out of Context – Analyzing metrics like bounce rate without tying them to goal completions.
- Ignoring True ROI – Using “last-click” attribution and failing to account for Customer Lifetime Value (LTV).
Amazon SEO vs Traditional Website SEO Performance Measurement FAQs
Setting the Right Expectations for 2025
For Traditional Website SEO, only 360 out of every 1,000 Google searches result in clicks to websites. This makes visibility in AI overviews and featured snippets increasingly important for 2025.
Your action plan:
Separate your measurement frameworks completely. Don’t apply website SEO metrics to Amazon performance.
Focus on sales-driving metrics for Amazon. conversion rate, sales velocity, and search rank for buying-intent keywords.
Maintain authority-building metrics for Traditional Website SEO. content depth, engagement, and long-term organic growth.
Adjust expectations accordingly. Amazon should show faster conversion results but may plateau quickly, while Traditional Website SEO builds slower but creates lasting competitive advantages.
The most successful sellers master both approaches. Use Amazon for immediate revenue generation and Traditional Website SEO for long-term brand building and market education.
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