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The importance of Amazon Backend Keywords to boost your visibility

January 17, 2024

If you're an Amazon seller, or are thinking of becoming one, you've probably heard about keywords and their importance to your product's SEO. In this article, we'd like to tell you about Keywords Backend, an essential part of this equation that often remains literally in the shadows. 

So let's explore the mysterious secrets of Backend Keywords! 

What are Backend Keywords and what role do they play in Amazon SEO?

In a nutshell, Backend Keywords are specific Amazon keywords that you can associate with your products on Amazon. Unlike the keywords you see in a product description on an Amazon product page, Backend Keywords are hidden in the source code of your product page. In other words, Amazon users don't see them, but they play a crucial role in helping the Amazon algorithm understand what your product is about and what searches it should be associated with.

Think of these Backend keywords as a small piece of paper written in invisible ink that you attach to your product. When a customer searches for a product on Amazon, the marketplace's algorithm scans these secret words to determine which products are most relevant to that specific search. If your backend queries are well chosen in relation to your category and product and its use, you'll improve your chances of appearing higher in the search results. Good ranking means better visibility for your product, which leads to more clicks, more views and therefore more sales opportunities.

How to choose the right Amazon Keywords for the backend?

Once you've grasped the importance of Backend Keywords on Amazon, the next step is to understand how to choose them well and integrate them effectively into your product listings. Here are our top tips for taking full advantage of this approach:

  1. In-depth keyword research: Before selecting your Backend Keywords, conduct in-depth Amazon semantic research on the keywords relevant to your product. Think like a potential customer and identify the terms they would use to find your product. Use keyword research tools to get suggestions and analyze the popularity of each term.

  2. Competitor analysis: Study the keywords used by your top-ranking competitors. This can give you ideas about popular terms in your niche and enable you to differentiate yourself by choosing less competitive but still relevant keywords.

  3. Choosing relevant and specific keywords: Choose Amazon keywords that are specific and relevant to your product. Avoid overly generic terms that could lead to too much competition, and prefer precise "long tail" keywords that describe exactly what your product offers.

  4. Benefits and unique features of your product: By including keywords related to the competitive advantages and unique features of your product, you target customers interested in these particular aspects, and further strengthen the relevance of your product sheet.

  5. Use synonyms and variants: Don't hesitate to include synonyms, variants and alternative spellings of your main keywords. This will enable you to cover a wider range of search queries.

Our expert tip:

Backend Keywords are the ideal place to integrate terms with common spelling mistakes, but with a high search volume. For example, if you sell a scooter, consider looking at the different ways users search for this product. The spelling scooter is frequently used by Internet users: by including it in your backend keywords, you'll reach a wider audience.

Regularly update and optimize Amazon Backend keywords 

To stay competitive on Amazon, you need to regularly update and optimize your Backend keywords.

Start by regularly analyzing the performance of your products. Identify the Amazon keywords that are generating the most traffic, the most successful sales, as well as those that aren't performing as well as expected. Keep a close eye on changes in your market niche and emerging trends: customer habits change fast! By keeping an eye on emerging trends, you can adjust your backend keywords accordingly to stay relevant and attract current and potential customers.

Don't be afraid to experiment with new keywords or remove those that no longer work. Effective keywords can change with the seasons, special events, or even changing consumer preferences. Be open to adjustments, and don't hesitate to modify your Backend Keywords to optimize their performance. In fact, keyword analysis tools are available on Amazon to facilitate your optimization task. Use them to make informed decisions and improve your strategy.

Ultimately, Amazon Backend Keywords represent a valuable resource that should not be overlooked by any Amazon seller wishing to increase their visibility on the marketplace. So don't underestimate the power of Backend Keywords, and make the most of them! Remember, Amazon is a search engine, and 70% of visits to a product listing come from the first search page. Don't miss out on that first page just because you haven't entered backend keywords that match the exact queries Amazon users are looking for.

Mathilde Coursimault

Editorial and SEO Project Manager

Publicis Groupe
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