Amazon SEO Strategy 2018

Amazon SEO Strategy 2018: How to Optimize Amazon Backend Search Terms

Amazon is an e-commerce giant who loves testing what could be the best strategy to increase the experience of its marketplace, both for the consumers as well as the sellers. With its latest update, Amazon announced Seller Central backend search terms are now limited to 250 characters for the Amazon US and Amazon EU marketplaces.


Amazon also stated that if the search terms exceed the 250 characters limit, it will not index the keywords according to its algorithm. That means none of the targeted keywords will appear on Amazon; this will adversely affect the e-commerce business.




Importance of SEO in Amazon:  Bringing in organic traffic should be the prime focus of e-commerce businesses. You will drive more organic traffic to your Amazon Listing by proper implementing Keyword Research.  You can drive traffic to your listings by many other methods such as Off-page promotions or Amazon Sponsored Product Campaign, but the best way to reserve a #1 Best seller position is to drive organic traffic to your listing by precisely researched backend search terms strategically placed in your listings.


So what is the importance of Amazon SEO? The reason is quite simple; most consumers do not even hover to the second or the third page while they are shopping.  If you do your Amazon listing SEO attentively, you will be astonished to see the increase in your conversion rate deliberately.


What to include in your Amazon SEO Strategy?


Amazon with its latest update on keywords limitation has given its sellers an excellent opportunity to rank better on the backend search terms used by the consumers.  The reason is, most sellers used random, irrelevant or out-of-context keywords. Amazon by limiting characters in the search terms is prompting sellers to use the most relevant keywords for their listing. This will ensure quality traffic to your listing and boost your sales.


Research, Analyze, and Optimize:  Most sellers do not realize that thorough research on the backend search terms is very important.  You have to know what your Amazon customers are searching for when they want to find your products or similar products. You can implement those search terms in your listing which will automatically help you rank better than your competitors.


The key here is relevancy. Even if most of the keywords have high search volumes, it will not be useful if it is not relevant to your product that you are selling. Customers will land on your product listing but will keep exiting if there is no relevancy.  After getting a list of the keywords, you have to make another list of keywords which are most relevant for your product. You can then use the most relevant keywords in your product title, description, bullets as well as backend search terms.


The second most important thing after your research is to analyze which keywords are ranking better for your product. There may be instances when an unexpected search term ranks better than a conventional term. You have to keep an eye on the search terms you listed and which are working in favor of you. You can then optimize your content and use the most converting keywords for your listing to bring an increment in your sales.


Thorough Understanding of Amazon’s A9 Algorithm: As easy as it sounds, understanding Amazon’s A9 Algorithm thoroughly is one of the main reasons for the bestsellers’ success. The A9 algorithm is Amazon’s search engine algorithm which helps customers find the perfect product based on their searches to increase sales on its platform and generate revenue.


Amazon A9 Algorithm
Amazon A9 Algorithm


One of our clients was getting meager sales because she couldn’t handle Amazon listing as she was not into technical stuff much. We had a session together on Amazon A9 algorithm in the simplest way possible. She now gets 5 times more sales per day.  What could be more awesome?


A9 Algorithm by Amazon is an advancing algorithm.  Amazon continually updates it to be a user-friendly marketplace for the consumers. Failure in understanding its algorithm will lead to a low ranking of the product which will affect its sales adversely.


Amazon rewards the sellers whose products listings convert not those who have the most voluminous keywords and do not convert. Amazon keeps an eye on the products which sell more for certain search terms.  Amazon rewards the products which convert for specific keywords with Amazon Choice Badge.


Amazon Choice Batch
Amazon Choice Batch




Research on Backend Search Terms: A thorough research on their backend search terms always benefits the seller.  Most sellers find out the keywords used by the best seller and infuse them in their product listing.  Though you can take an idea of the keywords from the best sellers but using it as your own is an incorrect practice.


You must not research search terms from only one of your competitors but at least 5 of them. This will give you a thorough idea of the keywords related to your product. Also, you can utilize the most relevant ones in your listing to rank better.


Now the question is, how to research for the keywords?  There are a few techniques and tools which you can use for backend search terms research.  Look closely at the best sellers and your competitors’ product and analyze which terms they are using in their title, description, and features. You can make a note of the keywords to refer later.


Coming to tools, you can use the most popular Google Keyword Planner to check which keywords have the highest volume and which you can use for your Amazon listing.  The most significant advantage of using Google Keyword Planner is, you can rank both on Amazon A9 and Google SERP simultaneously.


 Google Keyword Planner
Google Keyword Planner


Amazon Title Optimization: The title is the most important attribute to optimize if you want to rank better than your competitors.  It is the first thing your customer notices, and you do not want to miss the best describing adjective in your product title.

The goal is to leverage your SEO but do not stuff your keywords while keeping in line with Amazon Policy and guidelines.


The product title should be such which describes your product best; Concise and to the point. The length of the title is limited between 50-100 characters.  It is important to include the most searched keywords in your title as this will bring in more sales organically. The title should include your brand name, product name, prime feature, and variations like color, size, etc.

Amazon has title guidelines which everyone should follow.  This style guide helps sellers to optimize their product title so that the product’s rank increases.


[Brand] + [Product Feature] + [Material] + [Key Ingredient] + [Product Type] + [Model Number] + [Size] + [package count] + [Color] + [Flavor]


Amazon Backend Search Term Optimization: Amazon with its latest update of inputting 250 characters in the backend search terms field aims to show the most relevant products to users searching for a specific search term.

Most sellers use irrelevant, or competitors’ keywords to rank better. Amazon now clearly stated that ranking would be improved when the 250 characters field is utilized fully with the most relevant keywords for your product.


What should you do to optimize your backend search terms?  You already have the most relevant keywords list with you while you were researching. Make the most of the list by incorporating compatible keywords in your backend search term field which you could not use in your title.


By doing so, you are infusing the most compatible search terms in your title and your backend keywords field. It will automatically boost your listing ranking and increase your revenue.


Make sure you do not stuff your 250 characters space with keywords. You can use stemming (-ing, ed,). It is better to avoid punctuation as it does not contribute to the length limit. You can use keywords in lowercase to avoid repetition of keywords as well as to make space appear cleaner.


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It is no doubt that if you do your Amazon search terms correctly, it will give you a competitive edge over other search terms listing.  So, it is critical to take the time for proper keyword research and use them as the backend search terms.


Amazon Bullet Point Optimization: The product feature space can be used to add your keywords strategically.  The key here is not to stuff your search terms, but you can add one or two keywords per product point. Doing this will not only help your product listing to rank but also increase conversion rates. Customers are most likely to read product feature before buying, giving them the clarity of your product by adding your keywords would undoubtedly provoke them to buy.


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Amazon Product Description Optimization: This is the last place where you can add your keywords. Amazon currently has two options for sellers for product description; the regular product description and Enhanced brand content. A9 does not index the Enhanced brand content but adding keywords in it should not be omitted as Google index them to help rank you in their SERP.


These are the tips and tricks to optimize your Amazon Product Listing fully. When you optimize your listing, you already did 85% of the work to bring in traffic. However, the action should not be paused here, ongoing research and optimization is the key to ultimate success with Amazon Backend search terms and increases your potential cash flow.


Sellryt is one of the leading providers of Amazon Virtual Assistant services which helps e-commerce businesses to rise and shine. We have over 5 years of experience working as an Amazon Consultant. Contact us to get the most out of your e-commerce business. We can help you to enter new market and increase your selling potential worldwide.

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