Introduction
Selling on Amazon associates with product listings, keywords, and titles, but backend Keywords are far harder on people's minds. Sometimes people tend to forget about less popular things, but they matter a lot. Product visibility depends heavily on using the right keywords in your Amazon content, including the ones that do their job behind the scenes.
What Is a Backend Keyword?
Backend keywords are like ordinary ones, but they are not visible to the public eye. Your audience will never see these phrases, but you will still rank for them. Invisibility is not a miracle in the digital world, and Backend keywords fancy doing their job behind the scenes.
Why Are Backend Keywords Important?
Customers Experience
It's a little wonder that managing content paves the way to potential sales. Here you should list products, add bullets and write product descriptions. Plus, you should dwell on keywords, and that could be a little bit tricky. Here you consider the possible phrases people use to discover products. The list can cover various options that you need to add to product descriptions.
Extended texts would lead buyers to an unpleasant customer experience. Sometimes even writers are lazy to read huge texts. The vast majority of visitors will surely ignore the overloaded text and may leave the product page in the blink of an eye. Indeed, you don't want to raise your bounce rate too high.
Save your content from overwhelming with the usage of backend keywords.
Discoverability
You may think that you have already optimized keywords and do not need a backend one. But the issue is that different people use different phrases while searching. Thus, you have to maximize even a teeny tiny bit of chance to rank for specific keywords. On top of that, the user may misspell the product name or search by other synonyms. You have to be ready for these situations and still rank.
Backend keywords contribute to SEO.
For example, if you are selling Glasses, you can indicate:
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Lightweight frames
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Glasses for computer
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Glasses four-round face
How to Add Backend Keywords on Amazon?
Step 1: Go to Amazon Seller Central.
Step 2: Under the "Inventory Tab" menu, you'll find a section called "Manage Inventories" Click on that link.
Step 3: You will see a list of your products. Click on the "Edit" button.
Step 4: Select Keywords.
You will see 5 Sections and Platinum Keywords if you are a platinum merchant:
1) Search Terms
You should insert a list of keywords here. Try to think and research all the possible options customers will use during searches. Include product characteristics and points that make it special.
2) Target audience
Define your target audience. Explain to the algorithm who can find the best usage of the product. Try to delve into the following questions:
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For whom is the product created?
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Who are users of your product?
What may dictate the target audience:
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Income
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Gender
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Location
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profession
3)What is Subject Matter
Describe the visual appearance of your product. You must fill in the detailed information here and describe special visual characteristics that your product has. Use all 250 characters that are on your writing arsenal.
4) Intended keywords
Amazon requires the field to understand what the functional benefits of the product are. What activities, conditions, and situations suit best your product.
For example, the intended use of face cream would be skincare and beauty.
5) Other Attributes
Some products have specific qualities or usage. Therefore, Amazon asks you for additional data on the product. Indicate it and boost your chances of reaching valuable leads.
For example, smartphones may have a high-quality battery that will result in prolonged mobile sessions.
6) Platinum Keywords
This feature is for platinum merchants only. This program was designed for platinum merchants to boost their customer experience. Are you not one of them? Then you can easily ignore it. But the content won't hurt if you fill it through.
How to Choose the Best Backend Keywords?
Choose relevant keywords
Overpowering irrelevant keywords in your content won’t have a significant impact on your ranking. It will reduce conversion rates, sky up bounce rates, and damage your reputation. Stick to the keywords directly related to your product and services.
Sort keywords
Try to go behind the search process of your target audience. Consider yourself behind the search queries. How would you sort keywords when typing them on the search bar? For example, how would you put the words Purple iPhone 12? or iPhone 12 Purple?
P.S searchers usually tend to put colors and similar specifications first.
Amazon Brand Analytics
Brand Analytics is a feature that delivers helpful insights to support Brands during the decision-making process. Brand analytics can guide your way through informed, strategic decisions. So you don't have to shoot in the dark anymore.
You can find Brand Analytics under the "Reports" tab in Seller Central. Brand owners can access the report. The Data is generally available in Brand Analytics within 72 hours of the close of a given period.
Amazon Search Term Report
The Amazon Search Terms report displays to brand owners how customers are looking for specific products. The delivery covers competitors' fair share too.
The weekly refreshed Amazon Search Terms report presents:
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The most popular search terms during a given period
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Frequency rank of search terms
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The top three product pages that customers visited
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Click share of products and conversion rate
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Products that have fallen from the pecking order
External research tools
External research tools can pull out valuable data for you. Your keyword options need to be upheld by the data, and the web is full of reliable tools.
The most important thing is that with one click, you have the whole picture under your nose.
What Are Tools for Backend Keywords?
SellerApp
KTD
Ahrefs
5 Things to Avoid with Backend Keywords?
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Avoid blackhat SEO- spamming, adding irrelevant keywords, unethical approaches.
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Do not exceed the limit of 250 bytes.
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Do not repeat the same keywords through the sections.
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Do not write keywords like hashtags- Headphones form music production
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Avoid punctuations
How to Optimize Backend Keywords on Amazon?
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Combine all-important keywords from your research that you couldn’t squeeze into bullets, title, or descriptive copy.
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Pay-Per-Click keywords are the crucial part that you would not miss in your backend keywords.
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Abbreviations and alternate names. People like to avoid extra energy to type words, so they stick to abbreviations. E.g., Game of Thrones is often searched as GOT.
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Include complements keywords-complements are products that buyers purchase together. You can make a product visible for a person who is not directly looking for you. For example, if people search for a hand moisturizer, they might be interested in your face cream.
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Ignore articles and prepositions
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Separate words with spaces
