Most Amazon brands & sellers are aware of Amazon listing optimization with forward-facing keywords. But backend search terms also play a big role here. Despite being largely invisible to consumers, backend keywords boost search rankings & drive sales when optimized for comprehensive content & SEO strategies.
Following best backend keyword practice is crucial because Amazon has strict rules for search terms. Read through this blog to learn how to optimize your Amazon backend keywords for your listings.
Why optimize your Amazon backend keywords?
You might wonder why backend keywords are important. What benefit could they provide for your Amazon product listing?
Well, backend keywords improve your product’s ranking for other crucial keywords. You can put them on the back end of your website & still rank for them. Basically, they make your products discoverable. Let’s consider the example of you selling LED lights. Some people might look for LED lights, while others might look for Diwali lights. You would miss out on users searching using all the other terms listed if you only optimized for LED lights.
Incorporating keywords (like Christmas lights, Diwali lights, or light strands) into the backend of your site ensures that you won’t miss out on worthwhile leads. This makes it easier for you to connect with customers conducting different product searches.
5 tips for optimizing your Amazon backend keywords
Tip 1: Concentrate on the essential keywords
To improve your product’s ranking on Amazon, you must choose the best keywords for your business by conducting product keyword research. Concentrate on the most crucial keywords because you can only use 250 bytes for backend keywords.
People’s searches are completely different on Amazon than they would on Google. So you need tools like Sonar to conduct the best product keyword research for your listing. You can even use such tools to view a keyword’s search volume.
Concentrating on essential keywords doesn’t require you to abandon your Google keyword tools. You can still determine the worth of your keywords with the Google tools at your disposal.
Tip 2: Listen to Amazon
You need to listen to Amazon if you want to optimize your backend keywords for maximum performance. Here are a few requirements for
Amazon has for backend keywords:
a. Keep Prohibited Search Terms to a Minimum
If you use certain categories of keywords in your backend search terms, Amazon will penalize you.
Including brand names, whether those of your own or your rivals, is a big mistake. Since it’s a part of your product listing’s keywords, this information is redundant. Using it in backend search terms will only cause Amazon’s search platform to suppress it.
Businesses are also prohibited from using abusive language, as well as UPC codes, ASINs, & other product identifiers.
b. Sort your keywords logically.
Make sure that the order in which you list each of your backend keywords makes sense. Consider how people look for things. What is the arrangement of those keywords?
This is important because Amazon prioritizes a logical order for search terms.
For instance, you want to write “red racing car” rather than “racing red car” because most users consider color before the product. And also, racing red car doesn’t make any sense. You should arrange your keywords in the order that a user would search for them.
Tip 3: Keep track of keyword performance.
Business owners often select backend keywords for their product listings & never look at them again. This is problematic because if you never update your Amazon backend keywords, your listing won’t perform to its full potential.
Instead, keep an eye on your backend keywords to determine whether they send relevant traffic to your listing. To find out if the keywords are still helpful, you can check for your Amazon keyword ranking or index performance.
Tip 4: Sparingly use keywords
If you’re used to optimizing for Google SEO, your first inclination is to use your keywords several times throughout your content. This behavior might transfer to your Amazon product listing.
You aren’t required to use keywords more than once by Amazon, nor is it advised. You will rank as long as you use them once on your page.
You don’t even have to use clever integration techniques to scatter it throughout your page.
Use the general procedure when incorporating keywords into your listing’s backend. Use none that are on your page’s front page. And you’ll appear in search results for those keywords.
Tip 5: Each byte matters
Remember (tip#1) when we said your focus must be on the most crucial keywords because you only have 250 bytes for backend keywords? Since there is a finite space, you should concentrate your Amazon listing optimization on the most vital & relevant keywords that work best for your purpose.
You can also avoid punctuation when using Amazon backend keywords. This applies to all punctuation like commas, exclamation points, periods, & question marks. Each keyword you enter only needs to be separated by a space.
Your products rank higher on the Amazon search results page when you have backend keywords that are strong & well-optimized. So, never undervalue Amazon search engine optimization with backend keywords.
Always double-check to see if entered keywords are being indexed by Amazon.
Now you know the tips to Amazon listing optimization, use them to your advantage, like to increase your product’s visibility & thus drive sales and profits. Want experts’ help? HRL Infotech marketing experts can help you with Amazon account management, optimisation and advertisement.