Adding relevant search terms to your Amazon product listing is essential for improving discoverability and increasing sales. Amazon’s search engine, A9, prioritizes relevance and keyword optimization to connect customers with the right products. Here’s a step-by-step guide on how to effectively incorporate search terms into your listings without violating Amazon’s policies.
1. Understand the Role of Keywords
Keywords help Amazon’s algorithm match your listing to customer searches. Properly chosen search terms:
- Enhance your product’s visibility in search results.
- Attract more clicks and conversions.
- Ensure your listing meets Amazon’s relevance criteria.
2. Conduct Thorough Keyword Research
Start by identifying the search terms your target audience is using. Use tools and techniques such as:
- Amazon Autocomplete: Type product-related terms into Amazon’s search bar to see suggested keywords.
- Competitor Analysis: Analyze successful listings in your category for keyword inspiration.
- Keyword Research Tools: Use platforms like Helium 10, Jungle Scout, or Google Keyword Planner for deeper insights.
- Customer Reviews and Questions: Check what customers are saying and asking about products similar to yours.
3. Use Backend Search Terms
Amazon allows up to 250 bytes of backend search terms (also called generic keywords). These are invisible to customers but crucial for ranking.
Tips for Effective Backend Keywords:
- No Repetition: Do not repeat words already used in the title, bullet points, or description.
- Avoid Punctuation: Do not use commas; just separate keywords with spaces.
- Include Synonyms: Think of alternative terms or regional variations.
- Avoid Misleading Terms: Only use keywords relevant to your product to avoid suppression or penalties.
- Focus on Long-Tail Keywords: Include phrases with three or more words to capture niche searches.
4. Optimize Frontend Content
Search terms should seamlessly integrate into the visible parts of your listing, including:
Product Title
The title is the most critical element for SEO. Include primary keywords without overloading.
Example:
- Original Title: “Stainless Steel Water Bottle”
- Optimized Title: “Stainless Steel Water Bottle – BPA-Free, 32oz, Leak-Proof Lid, Insulated for Hot & Cold Drinks”
Bullet Points
Use bullet points to highlight key features and benefits while integrating secondary keywords naturally.
Example Bullet Point:
“Stay hydrated with this BPA-free, stainless steel water bottle, designed for durability and insulation.”
Product Description
Craft a compelling, detailed description that incorporates keywords while focusing on benefits and uses.
Example Description:
“This leak-proof, 32oz stainless steel water bottle is perfect for outdoor adventures, gym workouts, and daily hydration needs. Its insulated design keeps drinks hot or cold for hours.”
5. Leverage Enhanced Brand Content (EBC)
If you’re a brand-registered seller, use Enhanced Brand Content (or A+ Content) to add engaging visuals and detailed descriptions. While keywords in EBC don’t directly influence Amazon SEO, they improve customer engagement and conversions.
6. Include Variations of Keywords
Expand your keyword reach by incorporating variations and related terms, such as:
- Singular and plural forms.
- Spelling variations (e.g., “color” vs. “colour”).
- Common abbreviations (e.g., “Bluetooth speaker” vs. “BT speaker”).
7. Target Seasonal and Trending Keywords
Stay relevant by updating your listings with seasonal or trending search terms. For example:
- Add “Christmas Gift” or “Holiday Special” during the festive season.
- Incorporate phrases like “Summer Essentials” or “Back to School” for seasonal relevance.
8. Avoid Keyword Stuffing
Amazon penalizes listings for excessive keyword usage or irrelevant terms. Keyword stuffing can result in:
- Lower rankings due to poor readability.
- Listing suppression for violating guidelines.
Example of Keyword Stuffing (to avoid):
“Stainless steel water bottle BPA-free water bottle insulated water bottle gym water bottle.”
9. Focus on Relevance
Only include keywords directly related to your product. Irrelevant keywords can mislead customers, increase returns, and harm your rankings.
10. Use Amazon’s Search Terms Field Correctly
The backend search terms field has specific requirements:
- Do not exceed 250 bytes across all fields.
- Avoid using brand names or competitor names.
- Exclude subjective claims like “best” or “cheapest.”
- Do not include ASINs or misspellings (Amazon handles misspellings automatically).
Example of Backend Keywords:
“Reusable water bottle insulated hydration BPA-free stainless steel travel sports”
11. Test and Monitor Performance
Amazon provides performance data through tools like Brand Analytics and Sponsored Ads. Use these insights to:
- Identify high-performing keywords.
- Update underperforming search terms.
- Adjust your strategy based on changing customer preferences.
12. Regularly Update Your Listing
Keyword trends and customer behavior evolve. Periodically review and refresh your search terms to maintain relevance and competitiveness.
13. Avoid Policy Violations
Ensure compliance with Amazon’s listing policies by:
- Avoiding trademarked terms unless you have explicit permission.
- Steering clear of false claims or offensive language.
- Following category-specific guidelines for certain products.
Conclusion
Adding relevant search terms to your Amazon product listing requires strategic keyword research, thoughtful integration, and regular updates. By optimizing both visible content and backend search terms, you can improve your product’s discoverability and drive higher sales while remaining compliant with Amazon’s guidelines. Continuously test and refine your strategy to stay ahead in Amazon’s competitive marketplace.