1. What are Amazon Backend Keywords?
Amazon backend keywords are different from normal keywords in that only sellers can see them. They are used when there’s no space left for them product description, or they don't make enough sense when placed there. These keywords are still used in the same way as frontend keywords- for Amazon to find your product when wa customer makes a search in their database. These Amazon backend keywords are located under “search terms” for your product description under Seller Central. Items that are included here, but do not show inside of the product listing are always backend keywords.
The giveaway here is the word “backend,” meaning that they are unseen by the customer. This is because they are mainly used for SEO purposes. If there are too many customer-facing keywords, also known as “keyword stuffing”, it can disturb the customer experience.This is one way Amazon sellers “cheat” to compete in Amazon’s SEO battle. Keyword stuffing habits make a store look unprofessional, so the A9 and A10 algorithms will penalize sellers who do this. Choosing a backend keyword allows you to hit secondary keywords without finding the need to force them into your product listing.
Thanks to backend keywords, you can focus on creating engaging sales copy, while still including the keywords you need. The alternative, front-end keywords, are those used directly in the product listing. You, and your competition, will be able to see them in your product description. You might also see them repeated for emphasis.
Why are Amazon Backend Keywords Important?
Amazon backend keywords are important because they enable you to hit secondary keyword targets. It’s important to have secondary keywords because they provide you with more than one opportunity to rank. Even if you don’t rank in the top ten of Amazon’s search results right away, your goal is to index yourself. Indexing yourself on Amazon is adding yourself as a potential search result to your chosen search engines.
For example, if your company creates Bluetooth devices and your target customer puts “Bluetooth speaker” in the search bar, you will appear among those search results. Imagine you had a small booth at a trade show to talk about your product. While your booth might not be the most popular one, at least you have a booth so you can start growing.
How To Confirm Your Keyword is Indexed Through Amazon ASIN Lookup
In order to confirm that your product is indexed, you can follow the following steps:
- Locate the ASIN of your chosen product.
- Paste it in the Amazon search bar on top of their page
- Place the target keyword in front of the ASIN
- Search for the keyword + ASIN combination
Another method you can use to determine what keywords are working for a listing is the Datahawk’s Amazon SEO platform. You can use the solution to search for working keywords through an Amazon ASIN lookup in larger quantities. This way, you won’t have to type in your entire keyword list to see if they are working. Manual work can be a pain when you deal with multiple Amazon product listings.
2. How Do Backend Search Terms Help in Listing Optimization?
Amazon product listing optimization is the process of building your product page to be perfect according to Amazon’s standards. The complete process involves picking high-quality photographs, choosing the right keywords, and creating engaging sales copy. In order to rank on Amazon and win at SEO, listing optimization is vital to rank among the top of keywords. When we apply that logic to backend keywords, it allows you to rank for a more extensive list of keywords.
The potential Amazon backend search terms you can rank for is enormous. This is because you have two primary forms of keywords to focus on when creating an Amazon product listing:
- Seed Keywords - Keywords that describe your product in the most general terms. These are also known as short-tail keywords.
- Long-Tail Keywords - These keywords describe your product with precise, incredible detail.
Amazon has had over 150 million shoppers as of 2021. Among those shoppers, different people will have different ways of searching for what they want. While there are some common phrases among their search methods, it’s challenging for one human to predict what another human will type in a search box.
As a result, there are almost unlimited numbers of long-tail keywords to choose from. Provided that you target relevant keywords, there is potential for you to rank higher on less competitive grounds. Secondary backend search terms may result in more sales.
3. How Do I Find the Best Keywords on Amazon for Backend Optimization?
When finding the best Amazon backend keywords for your listing, there are two resources you should consider:
- Amazon PPC
- Amazon SEO Tools
Let’s dig into how these two options can help you:
How To Use PPC To Find Amazon Backend Search Terms
“Amazon’s Featured Products” displays various sellers' products, all of whom would like to be number one for a search target. Those who pay for the privilege appear above those who organically rank.
But how does Amazon advertising help you find keywords? The advertising platform contains information about relevant keywords. They provide a list of suggested keywords they believe fit your listing. You can also manually test other keywords by typing them in. It’s important to mark down the search volumes, as you’ll want to rank for keywords with a combination of high and low search volumes.
Why? Because lower search volume keywords are usually less competitive. Amazon sellers need to gain higher potential sales from low-competitive keywords to use these back-end search terms properly. This combined attack ensures you don’t drown when competing with other top sellers with more resources.
How To Use an Amazon SEO Tool for Ranking on Amazon
Seller central has a plethora of tools available. But if you are looking for backend search terms, Amazon doesn’t have a keyword tool. A third-party keyword research tool provides information about keywords that work for a combination of frontend and backend uses. Based on search volume and competitiveness, you can quickly determine which keywords should be frontend and which are backend.
A keyword research solution like Datahawk’s simplifies that process by telling you your target’s earnings potential and estimated search volume. Keep in mind that many sellers assume that a primary keyword needs to be the short-tail version, but this is not the case. If you want to see how your competition does things, you can look up their product using keywords or an Amazon ASIN lookup.
Check out the demo software to see how this Amazon Keyword Research Solution can help you out. One more tool you can use to improve your ranking on Amazon: the Amazon Search Term Report.
4. How to Leverage the Amazon Search Term Report?
The Amazon Search Terms Report is only available to members of the Amazon Brand Registry. This tool shows the most popular search terms on Amazon with the top three products and how the customers chose among those. If you want to improve your Amazon listing, this report can help you find how the top three results structure their listing. By observing their listing, you can also use this information to determine if any of these keywords are backend. To understand this report, you should know about these three terms:
- Search Frequency Rank - The rank of a search term compared to the popularity of other words.
- Click Share - The aggregate percentage of people who clicked on a product listing when searching for a term.
- Conversion Share - The conversion count after customers search for a term.
This report is specific to brand owners who want to see how the top performers operate. It can also provide information on changing performers, which is essential when ranking for a specific search term. This information can be important if you have an Amazon product listing close to ranking in the top three. If you want to use this data, you’ll need to become a member of the Amazon Brand Registry.
How to Join the Amazon Brand Registry
To become a member of the registry, you need to meet the following criteria.
- You need to be an Amazon Seller
- You need to have an active trademark in an approved country
- Your brand needs to have a text-based form
After you complete these steps, you can begin to apply for the Amazon Brands program. Being a part of this program is an important component to your success as a seller, as it gives you access to a storefront and powerful analytics tools. For more information on the program, check out our article, the Ultimate Guide to the Amazon Brand Registry.
5. How to Add Best Keywords on Amazon for Backend Optimization?
If you want to add your keywords, you’ll need to access the “search terms” section under your product description. To do this, log in at Seller Central and go to your products list. Next, select the product you would like to modify and search for a section labeled “Search Terms.” The search terms field enables you to put in as many or few keywords as you want. You’ll want to start with your focus keyword and follow it with secondary keywords found in the product listing. All following keywords not found in the description are your backend keywords. Using your keyword list found through research, you’ll want to enter the best prospects available. Those prospects should focus on the following:
- A combination of competitive and non-competitive keyword options
- The most relevant keywords that focus on providing detailed information of your product
- Keywords with enough search volume worth targeting
- “Test keywords” you aren’t entirely sure of
Using this section allows you to include spelling variations and other minor tweaks between different keywords. Relevant search terms are the key to drawing attention to your quality listings.
6. Top Five Tips for Backend Search Term Optimization
For the remainder of this article, we’ll discuss five tips worth considering when optimizing your Amazon listing for backend keywords.
Tip One: Be Responsive When Factors Change
As you pursue the highest ranking on Amazon, thousands of other sellers are doing the same thing. Many of whom are in the same product categories.
This is why you need to pay attention. When it comes to backend search terms. Amazon will always favor the highest performers. They find who works for target keywords, placing them higher on that list. As trends change and the A10 algorithm favors one over another, you’ll find that some keywords make more sales than others.
For example, let’s assume you sell shoes. One shoe you have is suitable for running. However, you find that “running shoes” is a pretty competitive target. However, your secondary backend keywords include “jogging shoes,” “sprinting shoes,” and “long-distance running shoes.” You find that targeting the long-tail keyword gets you more sales. You also know that “sprinting shoes” is a less popular keyword, but might be less competitive as a result. Your process should involve testing both keywords as a primary. You can use testing environments available through Amazon Advertising to see how customers respond to a given keyword. The Amazon Search Terms Report can also tell you how you rank among other competitors. This point reminds us that it is vital for sellers to always be responsive to changing factors. Many times, your Amazon backend search terms might end up being more suitable for the front end. You can find out which of your options is the most effective through testing, but you need to be willing to change.
Tip Two: Think Logically
When we talk about logical thinking, this refers to two main things.
First, be aware of what your product does. Your product solves problems in one way or another, making the customer’s life easier. You need to find keywords that describe how exactly it solves that problem. For example, let’s say you made a sturdy pair of over-the-ear headphones. Your headphones might have a sporty, fitness oriented image, making them appeal to people who like to work out. Your product is wireless and fits securely to the head, which is ideal for active people.. As a result, your long-tail keyword could be “over-the-ear wireless headphones for working out.” This is a mouthful, but it contains a plethora of details the customer will appreciate.
The second half of being logical involves paying attention to the order of the keywords. You won’t type the above as “headphones over-the-ear wireless for working out.” That word combination doesn’t make sense.
Instead, think of grammar when selecting your keywords. If you would like assistance in this, check out the Amazon search bar’s autofill features. Your Amazon product listing will gain more attention when it is written in a logical order.
Tip Three: Focus On What Works
When creating an advertising campaign for the first time, it isn’t likely to be incredibly successful. The same logic applies to creating Amazon SEO campaigns. Your Amazon ASIN lookup process will reveal numerous target keywords. Not all of those keywords are likely to work. So you’ll have to try out numerous keywords until you find something that does. When you find Amazon backend search terms that work, stick with them.
Continue to use them until they lose their effectiveness and then try other options out. The same exact process applies to frontend keywords. You won’t let your Amazon listing remain untouched if someone with a more compelling description beats your focus keyword.
As your store’s product inventory becomes more extensive, it can be challenging to collect all of this data. But by that time, you will likely have a larger staff that can help you address the changes.. You’ll want to revisit your search terms regularly. Ideally, your most essential products need to be re-addressed once every week.
This is especially important if you are in an incredibly competitive field. For less competitive items, visit those Amazon backend search terms at least once a month. You’ll want to put all of the effort you can into improving your ranking on Amazon.
Tip Four: Practice the Basics of Managing a Store
Optimizing your product listing is a significant part of gaining recognition. When you work on your backend search terms, Amazon will be more likely to improve your Amazon ranking. However, none of this will matter if you don’t know the basics of managing a business. Amazon puts an incredibly high priority on those who offer a great customer experience. More specifically, those who provide high-quality products consistently.
Improving the customer experience applies to everything else you do on Amazon. So focus on improving the following areas as you optimize your listings:
- Reduce your order defect rate by performing regular quality tests on the products you sell. When your items are constantly returned, your optimized listing ranking will drop
- Consider becoming an FBA Seller. FBA Sellers ship their items to a fulfillment center that can send them out anywhere in the country in just a few days. This improves your chances of receiving a high ranking on Amazon.
- Pay close attention to your inventory levels. Stockouts are one of the worst situations sellers can get themselves into. Many times a stockout ruins any chances of the seller getting into the top ranks.
- Use product inserts to thank the customer for buying your product. It’s great to receive recognition for anything you do, and people appreciate that recognition.
Small businesses on Amazon can break if they don’t practice the basics. So while you are performing high-level Amazon SEO activities, don’t forget that you also need to manage your store.
Step Five: Listen to Amazon (and Other Experts)
Take a look at Amazon Seller Central: they have various tutorials you can use to improve your products. When enhancing your Amazon listing, why not ask the company who made the platform? If you haven’t already, take a stroll through Amazon’s guides on producing excellent product listings. You can also use the Amazon ASIN lookup feature to pinpoint particularly successful products.
The combination of competitive and Amazon-based research will help you.. Continuing your research will always be necessary, as Amazon constantly releases new features for their sellers to try out.
For example, Amazon Posts is a free content platform that sellers can advertise directly on competitor pages. This gives you a last-ditch effort you can use to snag a customer from a product description page. However, you wouldn’t know about it without paying attention to Amazon’s announcements.
You should also pay attention to third-party blogs. There are many selling experts out there who are willing to share their experiences. With a bit of insight, you can really help your business grow..
Bonus Tip Six: Try Not To Overthink It
The biggest mistake that new sellers tend to make is overthinking the process. When it comes to finding what works, much of it comes back to common sense. Common sense is built into optimization. Let’s use long-tail keywords as an example:
It makes sense that buyers will be more attracted to Amazon listings that provide them with more information. If that information is specific to handling unique customer-centric problems, even better. People don’t like to spend money, but they love to buy things.
Those things can become more attractive if you build your product around their problems. Amazon’s logistics platform is evidence of that. So keep asking questions, but try not to overthink it. Use data to determine what works and don’t skimp on using tools if you think they can improve your business. When optimizing backend search terms, Amazon will reward those who know how to use their resources.
7. Wrap Up
When optimizing backend search terms, Amazon doesn’t provide you with many tools. That’s why it is important to watch how other sellers handle this. It’s essential for you to hit relevant keywords that draw the right customers. Focus on keyword indexing, which enables Amazon to understand all your desired targets.
Your efforts in improving your seller rating will result in you ranking for these terms. It’s important to cast a wide net, but always be sure that you prioritize primary keywords on the front end.
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