<img src="https://d5nxst8fruw4z.cloudfront.net/atrk.gif?account=2LgIl1aQibl0vg" style="display:none" height="1" width="1" alt="">
by Beth Jackson
on October 27, 2014

People spend years learning about search engine optimization. They come up with different SEO strategies, tactics and campaigns. But, what if we use the experience of bigger, successful websites? Can we apply them directly on our website by simply copying their SEO? Let’ take a look at Amazon.com's on page and off page SEO, for example.

In case you didn’t know, there are many search engine optimization experts working for Amazon on daily basis. In fact, some sources suggest that they have a SEO team that is bigger than any search engine optimization team working on one website. They use SEO in every part of the website. Some of the SEO strategies are working automatically while some of them are performed manually.

Amazon.com is a website with millions of visitors and a website with millions of URLs indexed on all the major search engines. And when we say indexed we mean indexed high in the search engines. So, the logical thing to do is to simply copy their SEO and wait for fast results. Well, this makes sense but the internet doesn’t work in that way.

If you are a beginner in this field you miss few things that Amazon has. For example, their experts know how search engines work, they already have content (a lot of content), this is what SEO experts call – authority website and their experts are aware how major search engines respond on every optimization they make. To put it in simple words, Amazon.com doesn’t always have to follow the instructions and rules you will find in a regular search engine optimization guide. Let’s take a look at few examples.

Meta Titles

For example, when you use the search engines to look for Amazon, they will get a result with title element that is 83 characters long. If you have some experience in search engine optimization you probably know that this element should be around 60 characters long. But this is easy for them because Amazon is a well known brand and they don’t mind when they see that the title element is cut off by Google. Even in cases when they search for some product and they get a different page, people still click on that link because they know they can rely on Amazon’s site search.

Meta Description

Just like the title element, the meta description is a little bit longer – 304 character long to be more precise. The reason is simple – this meta description will be useful for their vendors and affiliates. This is something like a marketing message for them.

Amazon.com doesn’t use a H1 tag and other H# tags are either missing or they are not really attractive. Once again this is possible thanks to the high ranking and authority of Amazon.com. We are not really sure why they don’t have H1 tag but maybe their experts have determined that these tags make more damages than good and that’s why they left them out of the game.

Rich Snippets

These snippets are attractive and they also seem to improve the ranking. This is why Amazon.com is so found of them. However, in some cases these snippets are not working and this is where Amazon needs to pay attention.

Footer Links

Amazon.com has 68 links in the footer and they are not just randomly created and placed. They all have their own purpose. They also have 368 links on their homepage which is extremely high number of links (Google once had a limit of 100 links).


As you can see, copying a website’s search engine optimization just because that website is successful is not a smart move. Of course, you can learn a lot from analyzing different websites’ SEO but don’t try to implement everything on your website.

Do you have a question about SEO or online marketing? Let us know! Ask us in the comments below and your question may be featured as my next blog.

Related Posts In SEO