Amazon Backend Keywords: Best Practices
Hey there! William Decker here, Amazon expert and successful FBA seller. In my 10+ years navigating the complex world of Amazon SEO, I‘ve learned just how crucial backend keywords are for listings success. But few sellers tap into the power of these hidden gems.
In this comprehensive guide, I‘ll share everything I know about optimizing Amazon backend keywords to drive more sales. I‘m thrilled to let you in on the secrets that have helped me maximize search visibility without overstuffing titles and descriptions.
Let‘s dive in!
What Are Backend Keywords and Why Are They Critical for Amazon Sellers?
Great question! Here‘s a quick refresher on what backend keywords are and why they matter:
Amazon backend keywords (also called search terms) are hidden keywords and phrases you add to the back end of listings. Customers don‘t see them, but these keywords help Amazon better understand your products and match them to relevant search queries.
Listings with optimized backend keywords tend to rank higher in search results. This happens behind the scenes—you get improved visibility without compromising front end listing copy.
Bottom line, diligently optimizing your backend keywords gives your products the best possible chance of being found and purchased on the massive Amazon marketplace. Don‘t miss out on this free SEO opportunity!
Now, let‘s explore the benefits of backend keywords and walk through best practices you can implement right away.
4 Benefits of Optimizing Your Amazon Backend Keywords
Take it from me—consistently optimizing backend keywords pays big dividends. Over the years, I‘ve seen firsthand how dramatically it impacts search visibility and sales.
Here are the top perks you‘ll enjoy:
1. Your Products Get Found More Easily
This is the #1 reason to focus on backend keywords! With the right optimization, your listings will routinely rank higher when shoppers search Amazon for related terms.
Even for super competitive keywords, strong backend optimization gives you a fighting chance. One of my outdoor products went from page 5 to page 1 for "men‘s hydration backpack" in under 3 months just by improving backend keywords.
2. No Need to Overstuff Titles and Bullets
Trying to cram every possible keyword into your title and bullets is an SEO mistake. Your listings will end up a keyword-stuffed mess.
With backend keywords, you keep your most important keywords in front facing copy, while layering in additional search terms behind the scenes. This results in cleaner, more compelling listings.
3. Helps Amazon Better Understand Relevance
Backend keywords serve as "signals" that help Amazon‘s A9 algorithm understand your products‘ focus and the searches they should rank for. More relevance means better indexing.
I include 5-10 synonyms and related keywords in my backend for every primary term I want to rank for. This really helps Amazon match my products to relevant queries.
4. Enables a More Balanced SEO Approach
Front end and back end keywords work hand-in-hand for visibility. I lean on backend optimization so I don‘t have to cram keywords unnaturally into my titles and descriptions.
Balancing keywords this way results in compelling, converting listings with expanded relevance behind the scenes. It‘s the best of both worlds for SEO and sales!
Now that you know the value of backend keywords, let‘s explore specific dos and don‘ts for success.
Amazon Backend Keywords: 5 Must-Follow Dos and Don‘ts
Proper backend keyword optimization is an art and a science. Follow these dos and don‘ts to set your listings up for maximum success:
5 Dos for Optimizing Backend Keywords:
1. Do choose keywords relevant to each specific product. Don‘t use the same generic keywords across all listings. Tailor them for maximum relevance.
2. Do use longer, more specific phrase keywords when possible. Searches like "small red pocket knife for camping" often convert better than single keywords while being less competitive.
3. Do include keyword variations, synonyms and related terms. Maximize optimization with similar words and phrases shoppers might use.
4. Do align keywords with your product category. You‘ll rank much easier when terms clearly describe your product type.
5. Do periodically review and update keywords. Keep pace with trends based on your search term reports.
4 Don‘ts to Avoid at All Costs:
1. Don‘t stuff keywords just to hit the limit. Focus on quality keywords over quantity.
2. Never use trademarked brand names as keywords. You want your brand and products found, not penalized.
3. Don‘t copy competitors‘ keywords. Do your own research for the best results.
4. Don‘t neglect updating keywords regularly. Set a reminder to review your search term reports.
Now that you know the basics, let‘s dig into the best practices for finding optimized backend keywords.
How to Identify the Most Relevant Keywords for Your Product‘s Backend
Choosing the right backend keywords is part art, part science. You want to include words and phrases customers actually use when searching Amazon, not just guesses.
Here are 3 of my top strategies for uncovering optimized keywords:
1. Dive Into Your Search Term Report
One of the most effective ways to find relevant backend keywords is analyzing your search term report in Seller Central.
This report reveals the specific terms that led shoppers to click on or purchase your listings over time. Look for additional keywords related to ones performing well.
For example, say "stainless steel water bottle" performs well for one of your listings. You could add related terms like "insulated bottle," "leak proof bottle" or "reusable water bottle" as additional backend keywords.
2. Use Keyword Research Tools
Services like Helium10, SEMrush and KWFinder provide massive keyword databases and search volume data. Look for long tail keyword opportunities with sufficient search volume but lower competition.
I like to take my existing top-performing keywords and plug them into keyword research tools. This surfaces longer, more descriptive variations perfect for backend use like:
- stainless steel water bottle -> insulated stainless steel water bottle for hiking
pocket knife -> folding pocket knife with wood handle
Tools provide lots of options you can narrow down to relevant long tail phrases.
3. Learn Amazon‘s Search Algorithm
Amazon‘s A9 algorithm factors in many signals to determine search rankings, with product relevance as the core driver. Terms that accurately describe your product in alignment with search behaviors perform best.
High organic sales and conversion rates also play a role. I study Amazon‘s patent documents to better understand their evolving search algorithm when identifying keywords.
The takeaway is to choose descriptive, targeted phrases matching how customers search on Amazon. Avoid generic, overly broad terms when possible.
Now let‘s discuss how to identify additional untapped backend keywords for each listing.
Tips for Finding More Optimized Backend Keywords Not in Your Listing Copy
The keywords in your listing title/description appeal to customers. But you likely can‘t stuff every possible relevant term in there without ruining the listing.
Your backend keywords should cover:
- Additional descriptive words related to your product not in your listing copy.
Different keyword variations – singular vs plural, synonyms, etc.
Related niche long tail phrases that describe your product.
Any keywords too awkward to fit into your listing naturally.
Here are two smart strategies I use to identify new, optimized backend keywords:
Strategy #1: Analyze Your Own Listing
Carefully go through your listing and make a list of all relevant words NOT already in your title and description.
- What specific features, attributes, uses, etc. related to your product aren‘t captured in the copy?
Are there any creative variations of your current keywords you haven‘t included?
What niche long tail versions of current keywords could you add?
Strategy #2: Research Broader & More Niche Keywords
Research keywords both broader and more niche than your current terms. Look for additional keyword opportunities these broader and deeper searches uncover.
For example, if "yoga mat" is a current keyword, research:
- Broader: exercise mats, gym mats
More niche: thick non-slip yoga mat, yoga mat carrying strap
Mine these kinds of keyword branches for great backend options you likely overlooked. The specific steps are simple once you know what backend keywords to include.
Step-by-Step Instructions for Adding Backend Keywords in Seller Central
Ready to add those optimized backend keywords to your listings? Here is a simple step-by-step walkthrough:
- Login to Seller Central and navigate to the Inventory tab. Click "Manage Inventory".
Find the product you want to add backend keywords for and click "Edit".
Select “Product Details” from the menu.
In the “Search Terms” field, enter your optimized backend keywords separated by commas.
Click "Save and Finish" to update the listing.
And that‘s it! Amazon will now index your product for those new backend keywords and increase visibility in related searches.
Rank Higher With 4 Advanced Backend Keyword Tips
Backend keywords are just one piece of ranking well in Amazon search. Here are 4 more advanced tips:
- Include keywords naturally in your title/description. This reinforces relevance to Amazon.
Earn 30+ positive reviews. Reviews boost credibility with Amazon‘s algorithm.
Avoid inventory gaps. Consistent stock and fast shipping improves rankings.
Use pay-per-click ads. Gaining visibility and sales velocity helps organic rank.
I suggest combining optimized backend keywords with these other best practices for maximum search visibility.
The more relevant signals you can send, the better!
Recapping Amazon Backend Keywords Best Practices
Let‘s do a quick recap of the key tips that have worked for me:
- Choose keywords relevant to each specific product – no generic terms.
Include logical long tail variations and synonyms.
Frequently check search reports and update keywords accordingly.
Never use trademarked brands as keywords to avoid issues.
Stick within Amazon‘s 250 character limit for backend keywords.
Analyze your own listings for untapped keyword ideas.
Research broader and more niche branches of your keywords.
The Key to Unlocking Your Listings‘ Full Potential
As an experienced Amazon seller, I can‘t emphasize enough how vital it is to nail your backend keyword optimization. It‘s dramatically boosted my product visibility and sales over the years.
But I also know just how challenging and time-intensive designing and maintaining an optimized backend keyword strategy can be.
At Seller Interactive, our team of Amazon experts takes care of this critical piece of SEO for you. We handle expansive keyword research, ongoing monitoring and updates, A/B testing, and more.
We‘ll unlock your listings‘ full potential with optimized backend keywords! Reach out today to learn more about our services. I‘m happy to chat 1:1 and answer any questions you have.
Looking forward to connecting!
-William Decker
