Keywords within Titles with the Highest Value, Backend Searchterms Second
To get the most out of a keyword, it should be placed within the title, followed by the backend keywords, bulletpoints and description.
The order is therefore:
- Seller Central Backend Keywords
For Amazon search purposes it has no effect to place keywords in multiple sections, although multiple entries can lead to better results for Google SEO purposes.
Title - 250 Characters
According to Sellics' latest algorithm tests, all characters that follow after position 250 will be valued equally as the backend searchterms. It is therefore not recommendable to use all of the 500 characters available for titles, as too many keywords can also harm the "readability" of your titles.
According to Amazon's Style Guides, the title should be limited to 80 - 200 characters though, depending on the product category.
Pro Tip: On mobile devices only around 70 of the title's characters will be visible, so make sure to place your most relevant keywords with the biggest selling points at the start of the title!
Backend Searchterms - 249 Bytes
Since August 2018 most product categories only allow a total of 249 Bytes accross all backend keywords.
This is explained in more detail in this article (click here).
Bulletpoints - 2 Rows Each - 500 Bytes Each
Theoretically 500 characters can be placed into a single bulletpoint, but due to reasons of readability it is not recommended to surpass 2 rows per bulletpoint.
Pro Tip: Mobile devices will only display 3-4 bulletpoints. Similarly to the title the strongest arguments should therefore be placed in the first 3 bulletpoints.
Description - 2000 Bytes, Fill Out Generously
The Product Description should be used to offer every single information that might be relevant to customers. Additionally it can be used for Google SEO purposes by repeating the most important keywords.
Limited Indexing: A product will not be found for a single keyword that is only within the description. However, our latest tests showed the product will be found if 2 or more words from a keyword are placed close to each other within the description. It is nonetheless recommended to place any relevant keywords within the sections above (title, searchterms or bullets).
Amazon Ranking Algorithm
Find out more detailed information about Amazon SEO and the Amazon Ranking Algorithm in this blog article (click here).