Find, enter, optimize Amazon backend search terms – Here’s how!
Retailers of pure trading goods rarely enjoy this, while Private Label sellers get to deal with it for new ASINs: the keywords. Many immediately think of optimizing product titles and descriptions on the product page, but for the Amazon algorithm, those search terms entered in the backend are at least equally important.
However, the seller is not only faced with the question of which keywords actually fit their product best – the way Amazon can optimally read search terms also occasionally leads to confusion. Therefore, we have looked at what requirements exist 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. Such keywords entered there to find specific products are Amazon search terms, also called keywords.
To determine the appropriate product for the search phrase, the A9 algorithm compares the keyword of the search query with the terms entered in the backend. The online giant follows an exclusive approach: only products can be found through the search bar where all 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 titles, 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.
In addition, 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. Only if a listing is equipped with style keywords will it still appear when users further narrow down their search results using the filter options and, for example, select a specific category. However, sellers cannot freely enter Amazon search terms here but must choose from suggestions such as target audience, theme, etc.
Requirements 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 offers 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 count. In the backend, Amazon allows less than 250 bytes (characters) for search terms. Spaces are counted as well. That’s not much space. The order of the individual terms is as irrelevant as their proximity to each other – a difference from classic Google keywords. Therefore, it is pointless to repeat terms; instead, Amazon sellers should try to fit in as many search terms as possible.
Hot tip is the use of hyphens. This allows different variations of the Amazon search terms to be entered in one. For example, “Klettersteig-Set” covers “Klettersteig,” “Set,” “Klettersteig-Set,” “Klettersteigset,” and “Klettersteig Set.” Plural forms and lowercase also come into play. However, hyphens should be used thoughtfully, for instance, whenever many different keywords or spellings need to be covered.
Other keywords could be “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 count of 249 bytes! Exceeding this limit will result in the ignoring of all keywords in this field. It may 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 Seller Central under the “Inventory” section.
Finding keywords: Research made easy
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 brain! You know not only your customers but also 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. From these autosuggests, sellers can glean which keywords are particularly relevant because users have searched for them frequently. Those that fit can then be adopted.
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 recognized 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 usually offering a larger range of features and displaying search volume, for example. Often, there is also a feature that allows for the analysis of those Amazon search terms used by the competition. This way, particularly high-revenue terms can be filtered out through keyword tools.
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 advertisement itself, and any content connection between the product and the foreign brand name should otherwise be avoided.
However, Amazon excludes the use of foreign brand names in backend keywords. In general, according to the guidelines, mentioning one’s own brand is not allowed. And sellers should adhere to this when entering their Amazon search terms. Otherwise, this can lead to both sanctions by Amazon and a legal warning from the brand owner.
Conclusion
Anyone who wants to successfully sell Private Label items 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. The style keywords, which can categorize products, should also not be forgotten.
Additionally, sellers should definitely familiarize themselves with the requirements that Amazon sets for search terms and, for example, not use 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
