As a seller on Amazon, you know how much you need to be visible on search results pages and in front of potential customers. One frequently forgotten but potent method for maximizing your product’s discoverability is through backend keywords. These behind-the-scenes search terms are invisible to shoppers but serve a key function in increasing your product’s rank and getting it seen in more appropriate searches.
What Are Amazon Backend Keywords?
Backend keywords are search terms Amazon sellers can include in their product titles in the “Search Terms” category within Seller Central. Although the keywords themselves aren’t displayed on the product page itself, they play a vital role in assisting Amazon’s search algorithm in indexing your product for keyword-specific searches. Basically, backend keywords enable your product to appear when customers enter relative terms, even if they’re not used directly in the product title, description, or bullet points.
Why Backend Keywords Matter
Amazon’s search algorithm, A9, relies on different signals to identify which products to show users when they search for something. Backend keywords are one of them. Optimizing your backend keywords can help you make your product more likely to appear in more searches, reach more people, and generate more sales. But filling this section with keywords won’t work. There are particular best practices that you need to observe to promote compliance with Amazon’s policies and steer clear of penalties.
Optimizing Backend Keywords Best Practices
1. Steer Clear of Keyword Repetition
Don’t use words that you have already utilized in your product title, bullet points, or description. These areas are indexed by Amazon. Repeating these in backend keywords takes up useful space and isn’t going to bring any ranking advantage.
Instead, focus on adding new, relevant keywords that aren’t present in these visible sections. For example, if you’re selling “wireless headphones,” consider adding related terms like “bluetooth earbuds” or “cordless earphones.”
2. No Brand Names or Competitor Keywords
Amazon strictly prohibits the use of brand names (especially competitor brands) in backend search terms. Using brands like “Nike” or “Apple” can result in severe penalties, including listing suppression or even account suspension.
Use generic and descriptive words that best identify your product and features. This is for compliance and optimal performance of your keywords.
3. Keep It Simple – Avoid Punctuation
Punctuation, including commas, periods, and hyphens, are not picked up by Amazon’s backend search algorithm. Rather than using “wireless, Bluetooth, earbuds,” simply use “wireless Bluetooth earbuds.”
Also, steer clear of irrelevant words or extremely broad keywords that are unrelated to your product. Including words such as “fitness” when you are selling a yoga mat can damage your listing’s relevance and get it flagged by Amazon.
4. Utilize Synonyms and Variations
Consumers might look for the same product under different phrases or misspellings. By adding synonyms, alternative spellings, and misspellings, you can cast a broader net.
For instance, when selling “colorful jewelry,” insert words such as “colourful jewelry” (British) or “bright jewelry” to draw more search traffic.
5. Use Keyword Research Tools
Tools such as Helium 10, Jungle Scout, and Keyword Tool can be used to identify high-converting keywords related to your product category. You can also utilize Amazon Brand Analytics in order to view the performance of search queries and see the best-performing keywords used by buyers.
A good tactic is to utilize a combination of short-tail and long-tail keywords. Short-tail keywords are extremely competitive but with high search volume, whereas long-tail keywords are less competitive and more specific, which generally leads to increased conversion rates.
Advanced Amazon SEO Strategies
In order to take your backend keyword optimization beyond the basics, some advanced strategies for improving your SEO performance include:
Alt Text for Image Optimization
Employ alt text in A+ Content and Brand Story for ranking boost. Amazon will permit a maximum of 100 characters per picture. Including similar keywords in alt text can contribute to both Amazon SEO and exposure on external Google searches.
Platinum Keywords & Subject Matter Fields
Platinum keywords are available for brand-registered sellers, but subject matter fields offer you a further indexing option to reach the interest of a specific customer. Subject matter fields additionally increase the searchability of your listing.
Regularly Track and Refresh Keywords
Search trends evolve over time. Keeping track of your keyword positions and refreshing your backend search terms every 2-3 months keeps your product fresh in the eyes of customer searches. Helium 10 Keyword Tracker and Amazon’s Search Query Performance are two tools that can assist you in monitoring changes.
Conclusion: Stay Ahead with Consistent Backend Keyword Optimization
Optimizing your backend keywords is a key part of any successful Amazon SEO strategy. Adhering to Amazon’s best practices and regularly updating your search terms, you can get your product seen the most and receive more organic traffic. The solution is to implement high-relevance keywords, be compliant, and utilize advanced SEO tools for ongoing optimization.
By staying consistent with backend keyword optimization, you’ll not only enhance your product rankings but also gain a significant edge in Amazon’s competitive marketplace.
