Amazon Seller Central: Search Term Optimization

How to Use Search Terms?

Products on Amazon can only be found if they contain all of the keywords entered in a customer’s search query. That’s why equipping each of your products with a comprehensive set of relevant search terms is important for optimizing product visibility in the Amazon search. The Seller Central keywords (search terms) are, besides product title and bullet points, a crucial element of ensuring widespread keyword coverage. Use them to include all keywords that didn’t fit into title and bullet points, and also to enter keywords that aren’t suitable for visible integration, like colloquial synonyms or common misspellings of certain keywords.

What’s Important?

Following a few rules when filling the keyword fields, you can make sure that all keywords will be recognized correctly and that you make best use of the available space.

Note that only the regular ‘search terms’ are of interest here unless you happen to have platinum seller status, the details of which is a well-kept secret of Amazon. As a regular seller, any keywords entered in the platinum fields will not be taken into account by the search algorithm.
Following a few rules when filling the keyword fields, you can make sure that all keywords will be recognized correctly and that you make best use of the available space.

Note that only the regular ‘search terms’ are of interest here unless you happen to have platinum seller status, the details of which is a well-kept secret of Amazon. As a regular seller, any keywords entered in the platinum fields will not be taken into account by the search algorithm.

There are 5 fields available for search terms, each of which can be filled with up to 100 characters. Your goal should be to fill all of these fields with as many relevant keywords as possible. Amazon treats all 5 fields as a coherent set of keywords, so position and order of the keywords or their relative distance from one another is irrelevant here. So to cover different combinations of keywords (e.g. “cream face” and “cream eyes”), it’s not necessary to repeat any keywords. Therefore in each field as many unique keywords per field should be entered – not just one keyword per field.

You can also avoid repetitions by using hyphenated keywords: Two words connected by a hyphen cover all possible combinations and the individual words at the same time. For instance, the keyword “anti-aging” covers “anti”, “aging”, “anti-aging”, “anti aging” and “antiaging”. Furthermore, you don’t have to distinguish between singular and plural forms as both will be included in the search automatically. Likewise, there is no distinction between upper and lower case. Filler words are omitted in the search and should thus be left out. Exclamation points should by all means be avoided as they effect that a product is only listed if a search query exactly matches the enclosed phrase. And finally, to separate keywords you should just use single spaces – commas are not required and just take up valuable character space.

All rules are summarized again in the following table using the example of a night cream:

Use Case Night Cream: Implementation

The following examples illustrate a bad and a good implementation of filling the search term fields. The aim is to achieve optimal keyword coverage for a night cream:

Bad Implementation

In the first example, search terms were not used optimally, because:

  • Platinum keywords were used although these will not be considered
  • Only 1 keyword per field was entered, instead of using the full space
  • Keywords were repeated unnecessarily:
    • “night cream” and “cream” were repeated in several combinations
    • Anti-aging was repeated in two variations (“anti-aging” and “anti aging”) although both keywords are covered by using a hyphen (“anti-aging”)
  • Unnecessary filler words were used (“skin cream for night”)
  • Keywords of little relevance were used (“cheap night cream”)

In this example, not all keywords are taken into account by Amazon for the reasons indicated earlier. Moreover, space for keywords is unnecessarily occupied and not wisely used. The night cream is available for fewer queries than what would have been possible with a better implementation!

Good Implementation

In the second example, the use of search terms was implemented well, because:

  • Platinum keywords were not used for keywords
  • The available space has been utilized
  • Keyword repetitions were avoided here
    • Keywords were used only once (“cream”)
    • Hyphens were used to cover several variations of compound and separate spelling (“anti-aging”)
  • Filler words were not used (e.g. “for”)
  • No use of irrelevant keywords used (e.g. “cheap”)

In this example, all keywords are considered by Amazon. The space is intensively utilized so that more keywords are covered and the night cream is available for many more search queries. This will result in higher visibility and a higher amount of clicks.

About Franz Jordan

Founder and CEO of Sellics. Sellics is the leading analysis platform for sellers and manufacturers to increase sales success on Amazon.

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