Amazon Search Term Optimization: 3 Tips for Optimizing Backend Keywords

The majority of brands and sellers on Amazon are well aware of the importance of optimizing the forward-facing keywords that shoppers encounter when browsing product listings. However, backend keywords that are not visible to the public also have a significant impact in the search process. So, Amazon Search Term Optimization is vital for your store.

When integrated into comprehensive content and SEO plans, backend search phrases can assist in increasing sales and improving search results, despite the fact that they are almost invisible to customers. Amazon also has strict standards in place for search phrases, which means that adhering to best practices is very essential while using Amazon.

In this article, we go through how backend search terms function and what criteria Amazon considers when evaluating keywords,. Also we have 3 Tips for you to optimize your backend keywords! If you are ready, Let’s start.

Optimize your discoverability

Before customers can purchase your items, they must first be able to locate them. Among the ways in which customers discover your items is via searches in which they input keywords that are matched against information about a product such as its title and description that you supply. Making your product visible and selling it more effectively is possible if you provide relevant and full information about your product.

One of the ways to optimize your discoverability is using backend keywords effectively while you are optimizing your search terms. So, what is this backend keyword and how these keywords affect your sales rate? 

Backend Keyword optimization

When it comes to backend search terms (also known as meta tags), these are extra keywords that brands and sellers use in the background of their items. These words do not display on product listings and are not visible to customers.

Using these keywords will help your goods appear for a wider variety of searches on Amazon without the need to “keyword stuff,” or add too many words and phrases in critical parts of your listings, such as titles, bullet points, and descriptions.

You can add extra keywords to an ASIN‘s catalog data to describe that product through Amazon Seller Central. These are hidden from the shoppers.

You can visit Amazon Brand Analytics to find Search Terms that customers are using to discover certain products or this products’ similar ASINs.

Amazon Search Terms Criteria

Amazon recently imposed new limitations on the Search Terms box, which may now only contain phrases that are 250 bytes or fewer in length in an attempt to reduce search results manipulation and other concerns.

The search words for that ASIN will not be indexed by Amazon’s search engine if the number of search terms for that ASIN exceeds the maximum number. In order to avoid having their backend keywords and ASINs restricted or other punitive measures taken against their account, brands and sellers must adhere to this essential guideline as well as Amazon’s complete set of standards.

You must follow Amazon’s standards while creating or optimizing your backend search terms. Also, there are some tips that you can use on search terms. Here are 3 Tips that can help you while optimizing your backend search terms: 

1- Keep Your Amazon Search Term Optimization Within Limits

Keeping backend search phrases on Amazon within the 250-byte restriction is one of the most important considerations when deploying them. As a result, Amazon suggests that search phrases include only relevant synonyms, spelling variants, abbreviations, and alternative names in either the single or plural form, as well as their singular or plural versions (there is no need for both forms).

When entering keywords in the backend, you can save even more space by simply using lowercase letters and using spaces to separate words rather than punctuation. The terms having prepositions and other articles should be avoided while writing a review. 

2- Avoid Employing Prohibited Search Terms

Amazon has various types of keywords that it will punish you for when they are included in your backend search terms. Amazon wants you to avoid using ASINs, UPC codes, and other product identifiers, along with any profanity or offensive language.

Besides this, one of the most common mistakes is to include brand or product names, whether they are your own or those of your rivals, in your content. It is not only redundant since it would be included in your product listing’s keywords, but its presence in backend search phrases would result in your product listing being suppressed by Amazon’s search engine as well.

3- Maintain a High Level of Relevancy

You must ensure that the keywords you add in the backend are highly relevant to the product being marketed. Any search phrases that are provided that do not apply to an ASIN will simply serve to reduce its discoverability.

It is also recommended that companies and sellers avoid employing keywords that are only relevant for a limited time period, such as ‘available’, ‘new’ or ‘at discount,’ in addition to subjective terms such as “great” or “wonderful.”

Since a customer-centric firm, Amazon will take action against companies that use deceptive phrases or keywords that wrongly represent a product, as doing so would result in a bad purchasing experience for customers on its platform, according to the company.

Furthermore, the sequence in which your keywords appear may be important if the language of a search term or phrase seems slightly incorrect. Amazon’s technology is intelligent, and it emphasizes having search phrases appear in a logical sequence when they are entered.

CONCLUSION

In order to maximize their discoverability efforts beyond the surface of their product listings, brands and sellers should consider using backend search phrases as a valuable resource.

These backstage keywords have a significant influence on search success and must be taken into consideration as part of your overall strategy for optimizing pricing, advertising, content creation, and inventory management.

By taking the right steps and leveraging a comprehensive platform such as Eva’s technology and intelligence, you can use backend keywords to your advantage, increasing sales and profits while increasing visibility and organic rankings among key products.

If you want to move forward your business and increase your profit, Eva’s holistic capabilities can help you whenever you are in need. All you have to do is to book a demo now or start 15 day free trial, risk free withal. 

FAQs

What’s the difference between bytes and characters?

The Search Terms area in Seller Central contains a built-in byte counter that stops taking input when the length limit is reached, which is expressed in bytes rather than characters since some Search Terms contain characters that are more than one byte long.
When it comes to alphanumeric letters (for example, a – z, A – Z, 0 – 9), bytes equate to 1:1. This gets more variable when dealing with more complicated characters, such as umlauts in German (for example, ä), which may need two bytes per character to be properly represented. Complex characters such as Japanese and Chinese characters, for example, may be 3 or 4 bytes in length. Search Terms may include a combination of single and multi-byte characters in certain circumstances, which makes predicting the character count a hard task.

Are spaces and punctuation counted?

The use of spaces and punctuation in Search Terms is not taken into consideration while determining the length of Search Terms. Search Terms should be separated by spaces in order to improve readability. It is permissible to employ punctuation, although it is not required.

Why are some of my search terms not searchable?

Amazon uses a machine learning algorithm to analyze the relevance of search queries before displaying them. As Amazon’s machine-learning model continues to accumulate data, the phrases that we consider relevant may vary over time as well. It should be noted that this is an automated procedure, and Amazon has the right not to utilize all of the keywords that have been submitted for product retrieval.

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