How Backend Keywords Drives Search Ranking on Amazon

HINGE GLOBAL’s copywriting and backend keywords helped Vapor Apparel dramatically improve their organic search results, with their search rank going from 66 to 25 in less than three months.  Improved copywriting also improves paid advertising performance, and improves return on ad spending.  


Vapor Apparel is the manufacturer and decorator of performance apparel, specializing in soft and comfortable UV sun protective clothing for men, women, and children. HINGE GLOBAL has been managing eCommerce channels for Vapor for over a year.  

HINGE GLOBAL’s team of copywriters regularly updates the keywords for the listings that we manage.  We do this every 4 to 6 months to capture new trending keywords, reflect shifts in competition and account for seasonal consumer behavior.

Vapor Apparel Organic RankOur most recent copywriting updates for Vapor Apparel happened in early February 2021.  Changes were made to the backend keywords (the front-end copy had previously been optimized in late 2020) across 651 products.  As a result, organic search results have improved dramatically, resulting in an average organic search rank improvement from 66 to 25 in just a few months.  (Organic search rank is the position on the page as a result of search:  a lower ranking means that the product achieved a higher position on the page.)

Improved copywriting also improves paid advertising performance and improves return on ad spending.  Additionally, overall sales performance has increased by +22% vs a year ago!

The HINGE GLOBAL team have been incredible partners to Vapor Apparel on our eCommerce journey.
They have helped us optimize our digital content across multiple channels. Additionally, their PPC efforts deliver a strong Return on Ad Spending, and they are helping us get our content uploaded onto channels like Walmart.com through their Salsify partnership. HINGE helped us fast-track our gaiters during the peak of the COVID pandemic, and they continue to run new product opportunity assessments to help us drive our future business growth. 

Vapor Apparel’s eCommerce is poised for great things this year, thanks to HINGE.”

— Jackson Burnett, President – Vapor Apparel

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