The Importance of Amazon Backend Keywords

Sep 3, 2021

Keyword usage has become increasingly important as more and more shopping is completed virtually, and search terms have so much influence over both online ranking algorithms and conversion rates at e-commerce retailers such as Amazon, where shoppers may spend hours–or even days–browsing through pages upon pages of products before making their purchase decision.

Many sellers turn to online platforms, like Amazon or eBay, as a way to generate more sales. Being able to reach more customers via a global giant provides sellers a strong foundation, and on top of that, Amazon in that it can actually help boost your SEO even for a user looking on an outside search engine like Google.

When a shopper searches for something on Google, many top product results that appear link straight to Amazon, and more product searches now happen directly on Amazon rather than Google. This means that if you optimize your backend keywords on your Amazon product listing, then you’re likely to cast a wider net on the internet, and draw in more customers who search for a product related to yours. 

What Are Backend Keywords?

Keywords are a necessary and vital part of successful digital marketing, guaranteeing that your product or service is correctly labeled so that search engines can properly direct would-be buyers to the item they are looking for. We all think of keywords featured prominently throughout product listings and blog posts, titles, and all other visible content, however, you might not be aware that backend keywords exist and are just as important if you use them properly.

Backend keywords are the keywords that users don’t see and don’t read; these are hidden keywords that Amazon sellers include on the backend–where data is stored and inaccessible by shoppers–of product listings.

The backend search terms help sellers create engaging, readable content for their product pages and also let search results and algorithms know which of those many search terms is most relevant to this particular item, all without stuffing in the same keywords repetitively on the frontend and fatiguing the customer. These backend keywords can be the key to improving visibility on Amazon by driving more shoppers to your listing, even if they don’t realize it. 

The Importance of Backend Keywords

Backend keywords are valuable for helping your product rank. By adding backend keywords to your Amazon product listing via the provided section in Seller Central, you can rank for more than just the keywords featured in the listing. Backend keywords help your products and services become more discoverable.

The marketplace is full of entrepreneurs vying for position on page 1 of the SERPs, so by using backend keywords you strengthen your presence and gain visibility. The backend keywords also help you customize your product page to different search terms and find more potential customers; you can include long-tail keywords to create a more targeted search that will match those customers who have a very specific product in mind. 

One of the best ways to conduct serious keyword research on Amazon is to get a dedicated tool for product research like Keyword Inspector. You can take the guesswork out of what terms are ranking and what competitors include in their listings when you can access all kinds of data directly on the Amazon product page. Figure out what are the top-converting keywords so you know exactly which terms to include in the backend.

What is indexing and how will you know if your listing is indexed?

Indexing essentially means searchable; as long as your product contains focused keywords, when people type those keywords into the search bar on Amazon, your product will show up somewhere in the search results. A reason for a product not to appear would be if one of the keywords you’re targeting with your listing is either prohibited by Amazon, a trademarked brand name, or not relevant to your product’s category. A product is indexed when, for example, typing in “fuzzy slippers” brings up any products that include the keywords “fuzzy” and “slippers.”

To find out if your product is indexed, use Keyword Inspector’s Reverse ASIN search. There you can type in your product ASIN and you will see that any organic keyword included, in addition to all the keywords your product ranks for, indicate the terms that your product is indexed under. This means that when a user searches for any of these terms, your product will pop up in the search results at some point.

Amazon Backend Keyword Tips

There are some important points to remember when creating optimal backend keywords on your Amazon product listings.

1. The length of your keyword search terms should not exceed 250 bytes.

Space is limited on Amazon’s backend keyword section, so fill it up with as many quality keywords search terms as you can without going over the limit. And remember, one byte is not always equal to one character, as characters vary in byte size.

2. Avoid duplicate words already present on your product page.

The backend search term field should be used only for new relevant search terms. Remember that even if your product listing is indexed it doesn’t guarantee inclusion at the top of the search results—so use this opportunity to your advantage by making sure every word is appropriate and unique and further helps direct traffic to your product.

3. Adhere to Amazon’s keyword guidelines.

Amazon provides instructions for including keywords within your listing on the backend. There are rules and suggestions that are helpful to follow if you want your product page to have the most impact. Some of Amazon’s keyword guidelines include: staying under the length limit, including synonyms and spelling variations, no temporary statements such as “new” or “on sale now”, or avoiding filler words like articles and prepositions.

Wrapping Up: Amazon Backend Keywords

As an Amazon seller, you have the ability to create backend keywords that are not visible on your products but can help a lot with ranking and guiding traffic to your page. Amazon backend keywords are a crucial part of your digital marketing strategy, and understanding how these work and what they do for your business is key to growing a customer base.

Your Amazon backend keywords need to be strategically considered and varied so that you’re able to capture the most relevant search queries and drive more sales from potential customers. You should also be aware of indexing as this will show if someone has searched for one or more of the words in your keyword list. We hope these best practices help you to add backend keywords in a way that benefits your products and Amazon SEO. And to master keyword research on Amazon, make sure and use a powerful tool that does all the work for you and can uncover top keywords for you, like Keyword Inspector.

Courtney Moore
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