By using the right keywords in the backend part of Google, your website will rank above others and appear among the first few results on the first page.
Well, the same thing happens when you want to sell products on Amazon. It's critical to do the research and optimize your listings to get the best possible ranking. Using the right backend keywords will allow your products to appear on the first page, significantly improving your chances of making sales and increasing your revenue.
Understand how the algorithm works. This will enable you to improve your rankings and expose your products to a wider audience.
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On this blog post, we will dive into the details of backend keywords and give you tips that will help you choose the right backend keywords for your Amazon product listing.
What are Backend Keywords?
Amazon allows you to boost your ratings and traffic by using backend keywords that are related to your products. These keywords appear only on the "back end" of your Amazon product listing, which means that they won't be visible to the shopper or the person viewing the product on the platform. Only Amazon can see these keywords, and it will calculate your rankings based on how many relevant keywords you include in every post.
Backend keywords help you increase the visibility of your product. This allows you to fill in the listings with all the relevant keywords without excessively filling up your listings. Thereby, being precise on the frontend and stuff in all the other keywords that you think, you could rank on, on the backend.
So, where do you have to go to find and manage backend keywords on Amazon? Here's a quick overview of the process:
- Log into Amazon's Seller Center
- Navigate to the "inventory" tab
- Click on the "Offer" tab
- Select "Keywords" to gain access to the hidden keyword section
Amazon has a limit for backend keywords too, and it's 250 bytes. This prevents over-stuffing and provides the best possible ranking. However, many users mistake the bytes for characters, but there's surely a huge difference between the two.
Every character is composed of bytes, and every letter has a different byte rating. To explain this, letters A-Z contain one byte per letter. The same goes for numbers, but currency symbols and letters with dots above them are valued 3 bytes per symbol. If you aim at international customers, you need to take that into consideration. If your keywords end up being longer than the allowed 250 bytes, you won't be able to save the setup.
The importance of Backend Keywords
If put in simple terms, keywords help your product rank higher. With the right combination of keywords, your product will appear above other similar products. Backend keywords are an opportunity for you to rank on keywords that you are not able to include in your front-end product listings, but you still find them very relevant and with high search volumes and results.
Also, since no one can see your selection of keywords, you are automatically protected from copycats and rival businesses who try to constantly build there listings on yours'.
For instance, If someone searches for indoor bicycles, you will appear in the search, but if someone types in something like gym equipment, home cardio equipment, and so on, your product won't pop up at all. However, if you do the keyword research correctly and enter all of the keywords that relate to your product, it will become visible in all of those searches. That means that your product will become visible in more searches.
Different people use different terms when looking for something, and the idea is to add as many different terms as you can to the backend of every listing. That will increase the number of people that come across your product, thus increasing your chances of making a sale and gaining more revenue.
You can try it yourself, but to be on the top of the game you need professional SEO experts like DataHawk that will know what keywords you need to make maximum sales on Amazon.
Indexing and ranking Amazon Backend Keywords
Product ranking is the position and page on which your product & listing will appear. A9 algorithm uses multiple factors, but the rankings of your listings and how they appear on the search are primarily driven by your sales velocity on a daily basis. Each keyword or phrase in the Amazon's search result has a sales velocity on the basis of which their appearance is decided.
So basically, your selected group of keywords is competing with the sales of the other keywords in a given category on Amazon. This is why it is crucial to generate sales as soon as your product is launched on the platform. If otherwise, your listing would be directed on the latter pages or even the last page for that matter, where the visibility would be zero.
It is important to understand that over 80% of Amazon happens through the first page. If you want to boost your sales on Amazon, you need to make sure that you create a highly optimized listing so that it is indexed for all the relevant keywords.
Let's take an example if the keyword “clock” generates thirty sales, and “digital clock” hundred sales, then the keyword “digital clock” will rank higher in search results. It could be a great idea to crack a correlation between your ad spend and organic ranks. This will help you identify the relevant keywords and use them in your listing copy and bid on them.
Right advertising of your product helps you shoot up sales velocity. This implies that the main keywords will make your listing stronger by getting conversions, and your product will rank higher and get more appearance on the search results.
Now that we covered all of the basics, we will continue with some useful tips on finding the right keywords and adding them to your product listings.
With this information, you will be able to make the right choice of keywords and add them as backend keywords to improve product visibility.
Useful tips for Amazon backend keywords
Choosing the right backend keywords for your listings is easier said than done. You will have to filter through a ton of keywords until you find the ones that provide the best results. Here are some useful tips that will help guide you in the right direction.
1. Include only the most important keywords
The 250-byte backend keyword limit doesn't leave you with too much maneuvering room, so you have to choose the words you use wisely. You need as many conversions as possible to increase your Amazon ranking and appear on the first result page. Take your time when researching keywords because that is the most critical factor that determines your success.
Use tools like DataHawk Keyword Rank Tracker to find specific keywords on Amazon. The keywords used on Amazon are different from the ones typed into Google, so you need a tool that focuses only on Amazon's search database. These specialized tools will give you more details about the search volume of every related keyword.
With that said, you should repeat the same process with a Google keyword search tool. When combined with an Amazon keyword tool, you will be able to figure out which keywords are the most valuable for your listings. Eliminate all keywords except the most valuable ones, and use them in the backend of your listings.
2. Don't overstuff keywords
What this means is that you should do keyword research for every single product. It might seem logical to incorporate the same valuable keywords in every product listing, but that will only have a negative effect. So, instead of using the same keyword multiple times on the same page, use each keyword only once. That will increase your rank much more than overstuffing the listings with the same keyword. That applies to both front and back end keywords.
3. Forget about punctuation
When adding a list of keywords to listings, make sure to fix the punctuation. Most of us have a habit of writing commas and periods, but whatever you do, don't add punctuation to your keywords list. That includes commas, exclamation points, question marks, and so on. Instead of punctuation, leave an empty space between two keywords to separate them.
4. Keep a close eye on keyword performance
Choosing the right keywords is critical, but it's only half of the job. Many business owners think that it's a one-time deal, so they never go back to check if the keywords are performing as expected. You must revisit your listings and check how the keywords are doing. Some of them will be great; others will slip under the radar.
Revisiting backend keywords to see if they drive enough traffic to your Amazon listing is as important as choosing the right ones. Monitor their performance closely and replace the keywords that don't rank well with those that do. However, keep in mind that all changes to keywords will require you to earn a good ranking all over again. That's why it's important to choose the best possible keywords the first time.
You can change backend keywords at any time, but you will keep ranking on the keywords you keep. Even though you can modify backend keywords, you shouldn't do it too often. Every new keyword needs time to index and rank up, which means smaller traffic in that period. Check how the keywords are doing periodically and change only the ones you really have to.
5. Forget about plurals
Amazon recognizes singular and plural forms the same when someone enters a word in the search bar. There's no need to write "red bicycles" in the search bar. Just write "red bicycle," and you will get a list of all items that match the search. And, since you have only 250 bytes available for your keywords, every letter counts.
6. Study Amazon's guides and advice
The moment you become a seller on Amazon, you will get access to all kinds of guides and rules regarding backend keyword management. You will also get a list of rules, and if you follow them, you will be able to make your products visible to potential customers quickly. Here are some basic rules to keep in mind.
- Use keywords to target your audience
If you ever have trouble figuring out which keyword to use, think about questions like who is the product designed for and who uses it regularly? Answer those questions, and you will narrow down to your target audience. For example, let's use cooking equipment. Your targeted audience would be housewives, chefs, bakers, and so on.
- Use relevant keywords - Use only those keywords that are relevant to the product. Don't think that you'll have a better ranking just because you used popular keywords. That's a big no-no. Amazon puts a lot of effort into making sure that it generates accurate results. Using irrelevant keywords will give you fewer conversions for your business. Avoid all keywords that don't have anything to do with your products.
- Logical order is important - Start with logical keywords to increase your ranking. For example, let's say you want to buy plastic ice-cream cups. You are going to write "plastic ice-cream cups" in Amazon's search, not "cups plastic ice-cream." The keywords have to have a logical order, so don't put colors and shapes before the item itself.
- Avoid using brand names - Amazon is very strict when it comes to brand backend keywords. If you are selling Nike sneakers, don't use the brand name in your keywords. Use words like sports shoes, sneakers, outdoor running shoes, and so on. Whatever you do, don't mention the brand name.
We can't help but underline the importance of backend keywords when listing products for sale on Amazon. You must understand that these keywords if used to their maximum potential, can boost your daily sales velocity on this platform. Getting it right for the first time you try it is almost impossible, but you will probably get better as time passes. Enter your first keywords on a listing, watch how they work, and change the ones that are not that good.
Backend keywords are invisible to customers, but they are a critical part of the optimization process, and you won't be able to sell a single product without them. You can get the hang of it in a few months, which will help you narrow down the keywords you need in the future. You can also always contact Amazon support or hire professional SEO experts to know which keywords to use for your listings. With the right analytical approach, your business could grow faster than you ever thought. Many people became rich by selling their products on Amazon.
To learn more about how you can track and monitor Keywords and Products with DataHawk, check out our article about Tracking Product Keyword Ranking on Amazon with DataHawk & Running Product Research and Market Analysis on Amazon with DataHawk.