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What is the secret to having your Amazon product listings to show up on page one in the search results page? What backend keywords should sellers use for better Amazon SEO? Keywords optimization plays a vital role in driving relevant traffic from customer searches to your product listings.
Part of your keyword research strategy involves identifying short and long-tail keywords. They are utilized in your product listing optimization, Amazon PPC, and other forms of content marketing strategy.
There are two types of keywords:
It is important to learn how the A10 algorithm works before optimizing your backend. Below are 10 factors Amazon’s A10 algorithm takes into consideration when ranking products:
You have to learn the rules of the game so you can play better than any other seller in the marketplace. Here are a few of the important ones:
Login to your Seller Central account and navigate to your “Manage Inventory” page where all your ASINs are located. Select the ASIN and click on the “edit” button to access your backend keywords. This is also where you edit all your frontend details such as product title, images, prices, description, and bullet points.
Select the Keywords tab to view your backend keywords. There are 5 sections for you to enter relevant data as shown in the screenshot above.
The above image shows a good example of search terms provided by Amazon. Notice the combination of keywords without punctuation to form a complete set of search terms that is within the character limit.
Pro Tip: Do not exceed the limit of characters allowed in the Search Terms field. If your search terms are over the limit, none of the search terms for that ASIN will be indexed.
How is the product meant to be used? This section needs to show what activities, events, or locations the product is used. For instance, if you are selling a pizza blanket, the intended use would be home decor or picnic.
What is the product? This section is very similar to the search terms. In fact, you can enter relevant keywords in this section. Using a pizza blanket as an example, your subject matter would be “large soft comfortable throw blanket for adults” or a similar description.
For whom is the product intended? You need to insert your ideal customers in this section. Again, using a pizza blanket as an example, your target audience would be family or pets.
Extra information about the product to help Amazon A10 algorithm identify and display your product. What are the additional attributes for the product? For instance, using a pizza blanket as an example, the other attributes would be soft, breathable flannel, or quick dry.
Only platinum merchants may enter keywords in this section. However, they will not make a difference to your product ranking.
There are two methods for identifying the best keywords to optimize your backend: the internal and external methods.
A common internal method is to download your Search Term report from Amazon Advertising. In the report, you can find converted keywords that can be used in your backend. You can also use Prestozon’s Search Term Explorer to filter through all of the data so that you get exactly what you need from the date range you select.
Another internal method is to access Amazon Brand Analytics found under the “Brands” tab in your Seller Central account. Note that this tool is only available for Brand Registered sellers.
Brand Analytics contains valuable insights that empower brand owners to make strategic decisions about product portfolio, marketing, and advertising activities. You can view ASINs with search terms that have the most clicks and conversions. Leverage these search terms for your backend keywords.
There are plenty of Amazon seller tools in the marketplace that you can utilize to determine the best keywords for your backend. These tools extract keywords that your competitors use in their product listings. You can also extract keywords that customers search for.
Keywords on Fire is one of the top tools in the market you can use to dig up a list of relevant keywords for higher conversions. Keep in mind that the data insights from seller tools need to be accurate, so you don’t incorporate the wrong keywords.
How do you know if the keywords used are being indexed by Amazon? There are two methods you can use: manual and automatic search.
To manually check if your keyword is indexed, type in the keyword and your ASIN in the search bar. If the keyword is indexed, the results page will display the product. Note that it could be in any row of the search results. If you couldn’t find your product, then the search term is not indexed for it.
Why waste time searching for matching ASIN and keywords when you can do it automatically using an ASIN index checker? With an automatic index checker, all you need to do is enter the ASIN, a list of keywords, and the tool will do the rest!
So, did you enjoy the step-by-step tutorial? Never neglect the importance of optimizing your backend keywords! Always make sure you double-check if keywords entered are being indexed by Amazon. When you have strong optimized backend keywords, your products rank better on the Amazon search results page.
There are many ways to find the best backend keywords. One great strategy that works wonders is using The Halo Effect™. Find out how you can download our step-by-step guide breaking down how to harness the power of The Halo Effect™!
Comment below to share your thoughts on optimizing Amazon backend keywords.
About The Guest Author:
Eugene is part of ZonGuru’s business development team, Amazon business consultant, and blockchain enthusiast. ZonGuru is a group of serious Amazon Sellers and Software Developers with one goal in mind: helping FBA businesses achieve their financial goals and beyond by providing an ever-expanding, industry-leading suite of software-based tools tailor-made to help you find, source, and list Amazon products that sell. Their team of thought leaders and thought sellers are here to make sure you get the most out of your experience with educational content, interviews with 7-figure sellers, and hands-on customer service.
Learn more about ZonGuru at:
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He is the owner and founder of PPC Entourage, one of the original amazon ad software and management companies. Mike started off as a physical therapist in 2015 and just knew there had to be a better way so he started his ecommerce journey. Using the power of Amazon Ads, he built a 7 figure brand in less than one year. Now he helps other sellers do the same with free valuable education, PPC Entourage software and the ad agency. He is also the author of the Amazon Ads Playbook series.
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