When it comes to Amazon Seller central, you can actually optimize your product with keywords that work for the product, but they don’t fit into the bullet points that the main title and description have. This is good for keyword variants that aren’t used for integration, such as synonyms and misspellings od words that just don’t fit into the overall title of it.
Amazon treats the seller center as a series of coherent keywords, so the location of the keyword or the distance of these relative keywords is also irrelevant in many of these cases. To cover the different combinations of keywords, you don’t have to repeat these, so you should enter as many different unique keywords in the field that you can.
But, before you begin with this, note that as of August of 2018, Amazon is only allowing 249 bytes in the backend search fields characters that exceed this limit won’t be indexed, but also you should avoid using spaces, hyphens, and commas, since it’s included in the count for the characters.
There is a Keyword Field Template that’s available in the Sellics dashboard that will format the backend keywords in order to meet the bytes restriction on the items.
So how does this apply to the conversion rate? Well, in general, the higher the CTR is, and the conversion rate, for a keyword, the higher the product will rank on Amazon for the said keyword. So, if you want to improve this, you need to look into this. While it’s mostly on the front, in terms of the title of the product, an image, whether or not prime shipping is offered, or customer reviews, you should also make sure that you do add in the backend keywords so that you’re able to create a situation where they’ll be able to find this based on the relevant search criteria. Usually, the CTR is calculated by dividing up the customers who made a purchase, versus customers who visit the listing page. The backend keywords usually are those that see the page, whereas the front-end stuff will be in the former of the two categories.
Remember, with any of this, Amazon wants the customers to find the products that they want in a quick manner, so if you want to, you should fit the A9 algorithm against these products and the keywords for better optimization.
Really, the sales that you do make actually do make a huge difference on the product placement as well, since the more frequently you sell, the more likely customers will purchase this, and the more likely Amazon will push this to higher results.
Which is why you want to have everything filled out, to have all of your products selling and better ranked, and you’ll be able to create a great sales campaign for this.
When it comes to Amazon, the Seller Central is often one of those disregarded parts of Amazon, so if you’re wondering whether or not you should add to it, the answer is yes. Fill this out, work on it, and from there, you’ll be able to create a much better and happier customer response, and from there, you can improve the conversions that you have going for your products as a result.