Finding, Entering, and Optimizing Amazon Backend Search Terms – Here’s How!
Sellers of pure commercial goods rarely get to enjoy this, while private label sellers, on the other hand, must deal with it when it comes to new ASINs: the keywords. Many immediately think of optimizing the product title and description on the product page, but the search terms entered in the backend are at least equally important for the Amazon algorithm.
However, the seller not only faces the question of which keywords best fit their product – the way Amazon can optimally read search terms can also lead to confusion. Therefore, we have looked into the guidelines for keywords on Amazon, how they should ideally be used, and whether tools for keyword research are really necessary.
What are search terms on Amazon?
Almost every customer browsing the various marketplaces of the e-commerce giant has a specific search behavior: purchase interest. In the overwhelming majority of cases, they use the search bar at the top of the homepage. The keywords entered there to find specific products are known as Amazon search terms, also referred to as keywords.
To determine the appropriate product for the search phrase, the A9 algorithm compares the keyword from the search query with the terms that have been entered in the backend. The online giant follows an exclusive approach: only products can be found through the search bar if all the keywords used in the search query are also entered in the backend. This includes not only the field for search terms but also the fields for the title, bullet points, and to a certain extent, even the description.
Therefore, the rule is: the more Amazon search terms the backend contains, the better the ranking of a product is likely to be. Additionally, these keywords should have as high relevance as possible in relation to the product.
How to optimize the frontend of a listing has already been covered in our article on SEO optimization of product detail pages.
Additionally, there are the so-called style keywords. These are relevant for categorizing an item into different product categories, so they are only indirectly related to a specific search query. A listing will only appear when equipped with style keywords, even when users further narrow down their search results using filter options and select a specific category. However, sellers cannot freely enter Amazon search terms here; instead, they must select from suggestions based on target audience, theme, etc.
Guidelines for Search Terms Set by Amazon Itself
Normally, the online giant is rather reserved with statements about how its algorithm works and the weighting of ranking factors. However, when it comes to keywords, Amazon makes an exception and provides specific tips for the correct use of search terms in the backend.
How should Amazon search terms be entered optimally?
The biggest hurdle is certainly the maximum character limit. In the backend, Amazon allows for search terms of less than 250 bytes (characters). Spaces are counted as well. That’s not much space. The order of the individual terms is also irrelevant, as is their proximity to each other – a difference from traditional Google keywords. Therefore, it is pointless to repeat terms; instead, Amazon sellers should try to fit in as many search terms as possible.
The hottest tip is to use hyphens. This allows different variations of Amazon search terms to be included in one entry. For example, “Klettersteig-Set” covers “Klettersteig,” “Set,” “Klettersteig-Set,” “Klettersteigset,” and “Klettersteig Set.” Plural forms and lowercase letters are also included. However, hyphens should be used thoughtfully, for instance, whenever many different keywords or spellings need to be covered.
Additional keywords could include “Karabiner” or “Bandfalldämpfer.” Since both repetitions and filler words or punctuation only unnecessarily consume characters, it is sufficient to add these without combining them again with “Klettersteig-Set.”
Attention! Be sure to adhere to the maximum character limit of 249 bytes! Exceeding this limit will result in the ignoring of all keywords in this field. It can also happen that Amazon evaluates some search terms with more characters, for example, because umlauts correspond to at least two bytes. Hyphens are also counted.
Where can Amazon sellers enter or delete search terms?
To sell successfully on Amazon, search terms are essential. Amazon allows entry in the “Inventory” section within Seller Central.
Finding Keywords: Easy Research
For example, those looking to find search terms for specific products for their Amazon FBA business have various research options. The most important thing upfront: Use your common sense! You know your customers and your products best. You are aware of a sophisticated function, a hidden feature, or a special design. So ask yourself what you would search for to find this product and take the perspective of your target audience.
Another option is the auto-completion (“autosuggest”). Once search terms are entered in the Amazon search field, the software suggests additional relevant keywords that have been frequently searched in connection with the entered term in the past. Sellers can glean from these autosuggests which keywords are particularly relevant because users have searched for them frequently. Those that fit can then be adopted.
However, professional online sellers quickly reach a limit with these approaches, as both methods are time-consuming and not very precise. Additionally, search volume cannot be determined this way. Therefore, it can be worthwhile to use specialized keyword research tools, such as those from Perpetua or Sistrix. There are both free and paid tools, with the latter typically offering a larger range of features, such as displaying search volume. Often, there is also a feature that allows for the analysis of the Amazon search terms used by competitors. This way, keyword tools can filter out particularly high-revenue terms.
Brand Search Terms: Hands Off!
Outside of Amazon, it is generally allowed to run ad campaigns on keywords of other brands, as long as it is clearly recognizable which brand the product belongs to. Additionally, it must be clear that it is an advertisement. The foreign brand name must not be included in the ad itself, and any connection between the product and the foreign brand name should be avoided in content as well.
However, Amazon prohibits the use of foreign brand names in backend keywords. In general, according to the guidelines, mentioning your own brand is not allowed. Sellers should adhere to this when entering their Amazon search terms. Otherwise, this can lead to sanctions from Amazon as well as legal warnings from the brand owner.
Conclusion
Anyone looking to successfully sell private label products on Amazon must definitely engage with important Amazon SEO factors and the selection of suitable keywords. There are keywords that appear in the product title, and those that are only entered in the backend. It is not only important to prioritize the terms by relevance; the way they are entered in Seller Central also significantly influences the ranking placement of a product for a specific keyword and how it is found by users. Additionally, style keywords, which can categorize products, should not be overlooked.
Additionally, sellers should familiarize themselves with the guidelines that Amazon sets for search terms and, for example, avoid using brand names – neither foreign nor their own. Instead, the focus should be on the content aspects of the product, its function, and its design.
Image credits in the order of the images: © Tierney – stock.adobe.com
