How to Use Amazon Hidden Keywords to Increase Product Discoverability
If you’re an Amazon seller looking to improve your product’s visibility, understanding and effectively utilizing hidden keywords can be a game-changer. Unlike the visible keywords in your product title and bullet points, hidden keywords are not directly seen by customers but are critical for Amazon’s search algorithm. Here’s a comprehensive guide on how to leverage these keywords for enhanced discoverability.
Understanding Hidden Keywords
Hidden keywords, often referred to as backend keywords, are fields in your Amazon Seller Central account where you can input relevant search terms without them appearing on the product page. Amazon uses these keywords to match your products with customer search queries.
Key Features of Hidden Keywords
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Character Limit: Each hidden keyword field typically allows for a limited number of characters (usually about 250 bytes). This includes spaces and punctuation, so choose your words wisely.
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No Need for Repetition: Do not repeat keywords already included in your product title or bullet points. Amazon’s algorithm recognizes these redundancies, so focus on unique terms.
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Be Specific: Use specific terms rather than broad keywords. For example, instead of using “shoes,” you could use “women’s running shoes” for better targeting.
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Use Synonyms and Alternate Names: Customers may use various phrases to search for your product. If you have a “capsule wardrobe,” include synonyms like “minimalist clothing” or “outfit essentials.”
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Avoid Brand Names: Do not include your brand name or any other brand names in the hidden keywords as Amazon policy prohibits this. Stick with searchable product descriptors.
Strategies for Effective Keyword Research
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Utilize Amazon’s Search Bar: Start typing your main product category in the Amazon search bar and note the auto-suggestions that pop up. These are terms frequently searched by customers and can be great hidden keywords.
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Analyze Competitor Listings: Look at successful competitor listings within your product category. Pay attention to their titles, descriptions, and especially how they utilize hidden keywords. Tools like Helium 10 or Jungle Scout can also provide insights into competitor keyword strategies.
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Keyword Research Tools: Use tools like Google Keyword Planner, Ahrefs, or specialized Amazon tools to find high-traffic search phrases relevant to your product.
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Customer Reviews and Q&As: Review customer feedback and questions related to your product. Often, users may use terminology that could yield valuable keywords you hadn’t considered.
Implementing Hidden Keywords
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Access Seller Central: Log into your Amazon Seller Central account and navigate to the Inventory section. Select the product you’d like to optimize.
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Edit the Product Listing: Click on “Edit” and then scroll down to the “Keywords” tab.
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Input Your Keywords: Carefully input your keywords into the backend keyword fields. Remember the limitations on characters and avoid duplications.
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Save Changes: After entering your keywords, ensure you save your changes. It may take some time for Amazon’s algorithm to recognize updates.
Monitoring and Adjusting
Once you’ve implemented your hidden keywords, it’s crucial to monitor the impact on your product visibility and sales performance. Use Amazon’s analytics tools to track clicks, conversions, and overall traffic. If you find that your product is still not ranking as desired, revisit your keyword strategy to identify areas for improvement.
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Test Variations: Regularly update and test different combinations of hidden keywords to determine which ones yield the best results.
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Stay Current: Trends change, and so do search behaviors. Regularly refresh your hidden keywords to align with consumer interests and popular search terms.
By employing these strategies and gaining a deeper understanding of how hidden keywords work, you can significantly enhance your product’s discoverability on Amazon, driving more traffic and boosting sales.
