Boost rankings with backend keywords
Amazon backend keywords play a crucial role in SEO optimization and are often one of the most underutilized aspects of Amazon’s SEO strategy. While many sellers focus on visible elements like product titles, bullet points, and descriptions, the backend keywords in your Amazon Seller Central account can significantly impact your product’s search ranking and visibility.
In this comprehensive guide, we’ll explore everything you need to know about Amazon backend keywords—from understanding what they are, to how they affect your listing, to best practices for optimizing them. By the end, you’ll have a clear roadmap to effectively use backend keywords to increase your product visibility, drive traffic, and ultimately boost sales on Amazon.
Let’s dive in!
What Are Amazon Backend Keywords?
Amazon backend keywords are the hidden search terms you can input into your product listings in Amazon Seller Central. These keywords help Amazon’s algorithm understand which searches your product should appear in. The key point here is that backend keywords are not visible to customers, but they play a pivotal role in making your product discoverable in relevant search results.
When a customer enters a search term in Amazon’s search bar, the algorithm checks your listing for relevant keywords, and if your backend keywords match, your product could be shown in the results. Without proper backend keyword optimization, your listing may fail to appear in relevant searches, missing out on valuable traffic and affecting your Amazon brand management efforts.
Backend keywords allow you to target additional search terms that you may not be able to use in your product title or description, helping you reach a broader audience and improving your product’s ranking in search results.
Why Are Backend Keywords So Important for Amazon SEO?
Backend keywords are an essential part of Amazon SEO and Amazon PPC campaigns. Here’s why they matter:
How to Fill Out Amazon Backend Keywords: Best Practices
Optimizing Amazon backend keywords requires more than just throwing as many keywords as you can into the backend fields. There are several best practices you should follow to make sure you’re using them effectively and within Amazon’s guidelines, all while ensuring smooth Amazon account management for tracking and updating your listings.
Avoid Redundancy
Do not repeat the same keyword multiple times. For example, if your title already includes “wooden phone docking station”, there’s no need to include it again in your backend keywords. Amazon doesn’t gain any additional SEO benefit from keyword repetition. This space should be used to include additional terms not already present in your title or description.
Follow the Character Limit
Amazon limits backend keywords to 250 bytes. It’s important to be mindful of byte limits, as some special characters (e.g., accented characters or symbols) use more than one byte. Overfilling this space will prevent Amazon from properly indexing your keywords. You can check your byte count before submitting.
Use Synonyms and Related Terms
Use synonyms, related words, and alternate spellings for your main keywords. For example, if your product is a “wooden phone docking station”, consider using “wood phone holder,” “charging dock,” “phone stand,” or “eco-friendly docking station”. This approach expands your reach without being repetitive.
No Brand Names or ASINs
Avoid including any brand names or ASINs (Amazon Standard Identification Numbers) in your backend keywords. Amazon does not allow the use of competitors’ brand names in backend keywords, and attempting to do so may result in your listing being flagged or removed. Stick to general keywords that describe your product.
No “Bait-and-Switch” Tactics
Don’t include keywords that are unrelated to your product to try to game the system (e.g., using “free,” “sale,” or “new”). Amazon’s algorithm is designed to detect and penalize metadata manipulation, which can result in your listing being suppressed or even removed.
Separate Keywords with Spaces (No Punctuation)
In backend keywords, Amazon prefers spaces to separate keywords, not commas, semicolons, or other punctuation. Keep the keywords simple and clean to ensure Amazon’s algorithm can correctly index them.
Target Both Short and Long-Tail Keywords
It’s crucial to use a mix of short-tail (1-2 words), medium-tail (3-4 words), and long-tail keywords (5+ words) in your backend section. Short-tail keywords typically have high search volume but are also highly competitive. Long-tail keywords have lower search volume but are less competitive, and they often attract more qualified buyers.
How to Find the Right Backend Keywords
Now that you understand why Amazon backend keywords are important and how to use them, let’s explore some effective methods for finding the right keywords for Amazon listing optimization.
- Keyword Research Tools Utilize tools like Helium 10, Jungle Scout, and AMZScout to perform in-depth keyword research. These tools help you identify high-volume, relevant keywords based on data from Amazon’s search trends. They can also help you discover long-tail keywords and synonyms that you may have missed.
- Competitor Research Look at your competitors’ product listings, including their titles, descriptions, and backend keywords. Use reverse ASIN tools (like Helium 10’s Cerebro) to find out what keywords your competitors are ranking for and incorporate similar terms into your own backend keywords.
- Amazon’s Search Autocomplete Amazon’s search bar is an excellent tool for finding relevant keywords. Start typing your main product keyword and see what suggestions pop up. These are real search terms that customers are using to find products like yours, making them valuable backend keyword candidates.
- Google Keyword Planner While Google is not Amazon, its Keyword Planner tool can still be useful for discovering new search terms. Cross-reference Google data with Amazon-specific tools to ensure that the keywords you choose are relevant for Amazon’s marketplace.
- Customer Reviews and Q&A Analyze customer reviews and the Q&A section on product listings similar to yours. Customers often use terms and phrases that you might not have considered. This can give you insight into how customers are describing the product, helping you find additional keywords to include.
How to Check If Your Backend Keywords Are Indexed
After optimizing your Amazon backend keywords, it’s crucial to ensure they are indexed properly, as this helps Amazon match your product with relevant customer searches. Here are several ways to check:
Manual Search
Perform a search for one of your backend keywords on Amazon. If your product appears, it’s indexed for that keyword. This method works for checking individual keywords but may not cover all keywords.
Amazon’s Search Term Report
If you run PPC ads, use Amazon’s Search Term Report to track which keywords are driving traffic. This helps refine your keyword strategy based on real data.
Helium 10’s Index Checker
Helium 10’s Index Checker lets you check if your backend keywords are indexed by entering a list of terms. It’s an efficient way to verify keyword indexing and ensure your product is visible for relevant searches.
Amazon Brand Analytics (for Brand Registered Sellers)
Brand-registered sellers can use Brand Analytics to track keyword performance. This tool shows which keywords drive traffic and allows you to optimize your backend keywords based on customer behavior.
Tracking Keyword Performance
Indexing can take time, so monitor keyword performance over time. Use tools like Helium 10’s Magnet or Jungle Scout to track rankings and assess whether your backend keyword changes are working.
Regularly checking if your backend keywords are indexed ensures your product’s visibility and helps improve search rankings and organic traffic.
About FBA Brigade: Your Trusted Amazon Partner
At FBA Brigade, we are a professional, full-service agency specializing in helping Amazon sellers optimize their listings and scale their businesses. With a deep understanding of the Amazon marketplace, we provide comprehensive solutions tailored to meet your needs, including:
- Backend Keyword Optimization
- PPC Management
- Listing Optimization
- Brand Development
Our team of experts works closely with you to develop customized strategies that enhance visibility, drive more traffic, and boost sales. We are committed to guiding you through the complexities of the Amazon platform and ensuring your success every step of the way.
Book a Meeting with Us
Ready to take your Amazon business to the next level? Book a meeting with us today to get a free audit of your Amazon listings. We’ll help you uncover new opportunities, optimize your listings, and unlock the full potential of your business.
Contact Us Now
At FBA Brigade, we’re dedicated to supporting your growth and overcoming any challenges you may face. Contact us now to get started and ensure your business thrives on Amazon.
Conclusion
Optimizing your Amazon backend keywords is one of the most effective ways to improve your product’s discoverability, boost its ranking in search results, and ultimately increase sales. By following best practices, using relevant keywords, and continuously monitoring performance, you can give your products the best chance of success on Amazon.
At FBA Brigade, we specialize in helping sellers maximize their Amazon presence. If you’re ready to take your Amazon listings to the next level, optimizing your backend keywords is a great place to start.
