Today, Amazon’s product detail pages are an integral part of their success. With millions of products available on their platform, it’s essential that customers have an efficient and effective way to search and find the products they desire. To ensure customers can quickly find the products they need, Amazon relies heavily on keyword optimization for its product detail pages.
As an Amazon seller, you need to be aware of the best keywords strategy and recommendations to ensure your products are easily found. To start, you should research the keywords that are most relevant to your product and audience. On Amazon you can search for products in two ways:
- By category: that is, we select the category of the product we want to search for and we navigate from subcategory to subcategory until we find the desired product.
- By keyword(s): that is, we include in the navigation bar what we are looking for and the platform shows us the products that match that search.
In both cases we manage to find the product, but it is both faster and more efficient to do it through the keyword search bar, which is the option most people use.
Considering the above, the need to have a good keyword strategy is crucial. It is important to differentiate, but align, between the keywords of the product detail pages and the advertising keywords. Let’s see how important they are.
Detail Page Keywords
When we want to sell a product on Amazon we have to create a Product Detail Page. The Detail Page has many elements that must be completed: images, title, bullets, technical chart… But what is essential is to include the correct keywords so that our product is displayed when the user searches for the typology of my product.
In the Product Detail Page we have two types of keywords:
- Front-End keywords: are those that are included in the detail page placements, specifically in the title, bullet points and in the description. These keywords are visible to the user and are indexed by Amazon’s A9 algorithm.
- Back -End keywords: are those that are “hidden” in the detail page. These words are included in each supplier’s platform, specifically in each product, and are not displayed to the customer. They are also indexed by the Algorithm as in the previous case.
How do know which are the correct keywords to include in both Front and Back-End?
The first thing you must do is find the right keywords to include. When starting the search, put yourself in your customer’s shoes. What are they looking for? What phrases or words would they use when searching on Amazon? Think about what terms would you use, because they are likely to be the same or very similar.
This way of searching for words helps us to quickly start, but we must go further. You have to find the words that have greater relevance, higher search volume and fewer competing ASINs, so that the product is displayed as many times as possible. You can have an amazing product, but if it’s not well positioned you’re not going to sell it.
But how do we know what those words are? There are third-party tools on Amazon that help you with that search, which, for a reasonable cost, allow you to access this information and much other information relevant to your business.
Regarding the difference between Front-End and Back-End, it is quite simple:
- In the Front-End include the ones with the highest number of searches provided by the tools. Keep in mind that the keywords with the highest volume must be included in the title – section that indexes the algorithm most– and the rest, include them in the bullets (once is enough). You don’t need to include singular and plural or complete sentences – keywords index by broad match in organic. Also, don’t include “misspellings” in this section – they will be needed in the words you use in advertising, but not in the Product Detail Page.
- Back-End keywords are limited to 250 bytes and you cannot exceed in any case. In this section you do not have to include the words you have in Front-End but those that for a certain circumstance you cannot “show” to the final customer. For example, you may use this section to include synonyms or certain regional words for the product, the regular particular words (e.g – sweater, jumper) should be in Front-End and in Back-End we would include similar ones (e.g shrug, maillot).
Tips to keep in mind for the creation and optimization of keywords.
Creating and optimizing keywords on Amazon is a powerful way to improve visibility and increase sales. With the following recommendations and strategies, you can create a strong keyword strategy that will help you reach more customers and increase your sales.
Recommendations for Back-End Keywords:
- Include synonyms, abbreviations and alternative names.
- Separate words with a space.
- Do not exceed the limit of bytes because if you exceed them you may not be indexed by any character.
- Don’t repeat words; so you don’t need to include the words you’ve used in Front-End.
- Don’t include brands from your competition. In the same way, ASINs and other product identifiers cannot be included.
- You don’t need to include prepositions – they don’t contribute and they take away bytes.
- Using a word (singular or plural) is enough to cover both searches.
- You cannot use words such as new, on offer, in promotion, the best, the cheapest, etc.
- You must respect Amazon’s policies regarding forbidden or offensive terms.
Recommendations for Front-End Keywords:
- Use the two words that best define your product and have the best volume searches in the title.
- Don’t repeat the word constantly – once you include it once is enough.
- Use generic words that are widely used in long-tail searches (for example, man, woman, child, for x years …).
- You do not need to include the long tail phrases as is, but follow a certain logical order so that the text and what you want to communicate are well understood.
- Not because you want to include words the wording has to suffer; try not to look like the text is a machine translation.
- No need to play with uppercase and lowercase letters – as you include it will be accepted for both ways of searching. The same with singulars and plurals.
- Analyze the keywords of your competition and include those that you consider may have traction for your product.
- Review the questions about your product and the ratings / comments to extract relevant information that can be meaningful and relevant and look for the words that best relate to the aspects and with the highest number of searches in the tools designed for it.
Take into account that Amazon is a very competitive marketplace, with new suppliers selling daily. New products, new competitors, it forces us to be aware and optimize our detail pages. We recommend reviewing the sheets at least 1 time every 4-6 weeks, specially in the products that generate a big volume of sales (top products), in order not to miss any opportunity to impact the final consumer.
By following a good Amazon’s keywords strategy and these recommendations, you can ensure that your product detail pages are optimized for maximum visibility. This will help customers find your products quickly and easily, leading to more sales and success for your business.