Amazon search term is a hidden section for sellers to insert keywords and improve ranking.
Most sellers tend to ignore it as they thought it is not important.
The truth is, search term contains more ranking weight than description according to Amazon A9!
In this post, I will share with you the 7 golden rules in Amazon search term SEO and teach you how to choose the best backend keywords for your product!
Rule #1: separate your keywords into 5 lines.
Most sellers believe that the first search term field carries the most weight, thus they stuff a bunch of keywords into the first line.
However, one of the biggest findings from our research is: You should separate your keywords into 5 lines instead of filling all your 250 characters to your first field of your search terms.
That is because Amazon actually puts an equal weight on each of the five lines. For example, if the total weight of the backend search term is 10 points, then each line will take 2 points and each keyword in the same line splitting the 2 points. This means if you have 10 keywords in the same line, then each keyword will only get 0.2 points.
Thus, if you are only using one line, then you are wasting 80% of the opportunity.
A well-optimized search term should look like this:
Rule #2: do not repeat keyword again and again.
Amazon's official statement:
"Do not duplicate content present in other attributes, such as title and bullet points. Thus, there is clearly no need to repeat keywords in search terms. Duplicating keywords will only waste your precious space for getting more keywords indexed or ranked."
Rule #3: do not exceed the 250-character limit.
Amazon's official statement:
"Keep content within the prescribed length limit (less than 250, 200 for India, 500 for Japan): Length limit applies to total content in all generic keyword fields (a max. of 5 attributes). Whole entry will be rejected upon exceeding limit.
Number of bytes equals number of characters for alphanumeric characters (e.g. a-z, 0-9) while other characters can be 2 bytes or more. Examples include ä (2 bytes), £ (2 bytes), € (3 bytes) or (3 bytes).Spaces and punctuation (“;” “,”, “.”) do not contribute to the length limit, but words should be space-separated. Punctuation between words is unnecessary."
Rule #4: analyse at least 5 competitors before choosing keywords.
We know that one of the reasons you love the backend keyword extractor tool is because it can save you so much time from keyword research. However, we also noticed that many sellers will only extract one of their competitors’ keywords and copy them directly to their own listing without even thinking about it.
This is not acceptable because the search term section is not a one-keyword-fits-all situation. From our past experience, you should at least check 5 competitors’ backend keywords before you can know what are the best keywords you should use.
We will show you the best practice step by step in the last section of this article.
Rule #5: Do not use punctuation in your search terms.
Amazon's official statement:
"Spaces and punctuation (“;” “,”, “.”) do not contribute to the length limit, but the words should be space-separated."
Some people may say there is no difference between using a comma or a space. However, after our 3-month research of 1000 ASINs’ backend keywords, we found that the comma really has a negative influence in your search terms.
Why is that?
What most people don’t know is that in the Sellercentral backend, Amazon uses a comma to separate your 5 search term fields. If you use a comma to separate your keywords, Amazon will not be able to identify the 5 fields and will combine all the 5 search term fields into one, which is the same as you only use the first row and leave the rest 4 blank.
An illustration screenshot taken from the tool:
Rule #6: optimise your search terms continuously.
Most sellers only optimise it once and never touch it again. However, backend keywords should be constantly modified based on your sales performance.
But you should never modify it too often as it takes times for the keywords to get indexed and ranked by Amazon.
You can use this free keyword index checker tool to check your keyword indexation status quickly to see if your modification takes effect.
The frequency we recommend is to update your search terms once a month only, but that is not a fixed rule since sales performance varies from product to product.
Rule #7: always follow amazon's rules.
Amazon's rules for search terms:
- Don’t include product identifiers such as brand names, product names, compatible product names, ASINs, UPC codes, etc.
- Don’t provide inaccurate, misleading, or irrelevant information such as the wrong product category, the wrong gender, out-of-context words, etc.
- Don’t provide excessively long content. Respect the limits that are set for different fields.
- Don’t provide redundant information that is already captured in other fields such as title, author, product description, bullet points, brand, etc. It won’t improve your product placement in search results.
- When entering several words as a search term, put them in the most logical order. A customer is more likely to search for big stuffed teddy bears than for teddy stuffed bears.
- Use a single space to separate keywords. No commas, semicolons, carets are required.
- Don’t include statements that are only temporarily true, e.g., “new,” “on sale,” “available now.”
- Don’t include subjective claims such as amazing, good quality, etc., as most customers don’t use subjective terms in their queries.
- Don’t include common misspellings of the product name. Amazon’s search engine compensates for common customer misspellings and also offers corrective suggestions.
- Don’t provide variants of spacing, punctuation, capitalization, and pluralization (“80GB” and “80 GB,” “computer” and “computers,” etc.). Our search engine automatically includes different case forms, word forms, and spelling variants for searching.
- Don’t include terms that are abusive or offensive in nature.
- Abbreviations, alternate names, topic (for books, etc.), and key character (for books, movies, etc.)could be included as keywords.
amazon backend search term SEO: the best practice
Step 1: Choose 10 competitors the meet all 3 requirements below:
- Good sales and reviews (>100 review is good)
- Rank on the first page for your main keyword
- Very relevant and similar to your product
Step 2: Use the Backend Keyword Extractor to extract all keywords these 10 products are using at their search term fields.
Step 3: Create a group in Listing Builder and add these 10 sets of keywords into your group's ST Bank.
Step 4: You can find all keywords you added just now in the Listing Builder ST Bank section. Ranking from the highest to the lowest frequency.
The number at the top right corner indicates how many times this word appears in the 10 set of backend keywords you added. The higher the frequency, the more important this word is.
Now you can click the button "Add to Search Term" to add all keywords from the most frequently appeared to the least frequently appeared into the 5 Search Term fields at the right. This is very easy to understand, keywords that all of your top competitors are using should be used in your listing too!
Also, it will automatically help you limit the total characters per field to be 50 following Amazon's latest rules.
So far this is our favorite way to optimize search terms as it is super easy to do and saves us a lot of time from manual keywords selection and edit.
Keywords that are already added into your search terms will be highlighted in green in the ST Bank.
You can also manually edit your 5 search term fields after that if you want to.
Step 5: Copy paste your 5 search terms to Sellercentral.
Well done! Now you have well-optimized search terms after spending 5 mins on consolidating keywords from your top competitors!
Good luck listing your product and don't forget the 7 golden rules of search term optimization!
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