做亞馬遜的人都知道，想要提高產(chǎn)品的轉(zhuǎn)換拉動營業(yè)額，就需要運(yùn)用適合的SEO策略來獲得搜索結(jié)果的上位排名。亞馬遜站內(nèi)SEO可以理解為在亞馬遜站內(nèi)進(jìn)行關(guān)鍵詞搜索時，使產(chǎn)品獲得更上位的自然排名而進(jìn)行的優(yōu)化過程。不知道大家發(fā)現(xiàn)沒有，近期，亞馬遜SEO排名算法又更新了。為了幫助大家獲得更好的有機(jī)排名，侃妹從外網(wǎng)上扒了一篇評分較高的關(guān)于測試亞馬遜搜索引擎和關(guān)鍵字優(yōu)化的文章，下面侃妹就將文章發(fā)布出來，給各位賣家朋友一個參考。

(不要慌~后面有中文翻譯的哦）

In our last Amazon SEO update, we discovered that different keyword fields of Amazon listings (title, backend, bullets, description) are no longer weighted differently in terms of their effect on ranking.

This time around, we tested:

1.Keyword set combinations for parent/child variations

2.Recognition of keyword variations such as accents, misspellings, and plurals

3.The impact of keyword repetition, keyword distance and phrase match

Disclaimer: Despite extensive and comprehensive testing, individual products or categories might vary in their ranking behavior. There may also be differences between newly created and existing products.

In order to test the ranking effects of the different factors, we set up a set of products across different categories on Amazon. Our test products differed only in the parameter we wanted to test, e.g. spelling of ‘?’ versus ‘a(chǎn)e’. After running multiple test searches, we examined the results for common patterns.

Here is what we found.

在最近一次的Amazon SEO更新中，我們發(fā)現(xiàn)Amazon列表的不同關(guān)鍵字字段(標(biāo)題、后端、項(xiàng)目符號、描述)對排名的影響不再不同。

我們主要對以下三項(xiàng)進(jìn)行了測試：

1.父/子變體的關(guān)鍵詞組合

2.識別關(guān)鍵字的變化，如重音、拼寫錯誤和復(fù)數(shù)形式

3.關(guān)鍵字重復(fù)，關(guān)鍵字距離和短語匹配的影響

（免責(zé)聲明：盡管進(jìn)行了廣泛而全面的測試，但個別產(chǎn)品或類別的排名行為可能會有所不同，新創(chuàng)建的產(chǎn)品和現(xiàn)有產(chǎn)品之間也可能存在差異。）

為了測試不同因素的排名效果，我們在亞馬遜上設(shè)置了一組不同類別的產(chǎn)品。我們的測試產(chǎn)品僅在我們想要測試的參數(shù)上有所不同，例如'?'與'ae'的拼寫。下面是我們運(yùn)行多個測試搜索之后得出的結(jié)果。

1. Do I have to add keywords to every child ASIN or is the parent/one child product listing enough?

Parent and child ASINs are inextricably linked – but does that also extend to their keywords? We did the test to answer the following questions:

* Do I have to add keywords to each individual parent/child listing to rank?

* Can I use different keyword sets across children to increase the number of indexed keywords?

* Are there any benefits in using specific keyword sets for each ASIN to get the most relevant to rank first?

The results of our tests showed the following:

* Parent product listings do not appear in search results. Depending on the product category, child ASINs will appear with their own title (e.g. Beauty and Home) or with the parent title (e.g. Apparel and Sport).

* Searching for keywords only included in the parent listing ranks a child ASIN. Which one probably depends on success factors such as sales and CTR.

* Searching for keywords only included in the child listing ranks that specific child ASIN. A keyword in one child listing has no effect on the ranking of another child product from the same family.

* If multiple child ASINs contain a keyword, in some cases only the bestseller ASIN will rank, in other cases several child ASINs containing the keyword will rank

* Child listings are automatically updated with the bullet points, description and backend keywords of the parent listing.

What does this mean for me?

There are two strategies crystallizing from these findings:

Strategy 1: The faster the better

* Search relevant product keywords using the Sellics Keyword Search tool or Sonar

* Optimize the parent product listing

* The optimized listing will rank for all relevant keywords that apply to all child ASINs.Strategy 2: Maximum Amazon SEO optimization

* Make use of the increased space that child product listings offer, thereby increasing the number of indexed keywords.

* Search relevant product keywords using the Sellics Keyword Search tool or Sonar

* Include the most important keywords in all your parent and child listings

* Match attribute keywords such as colour and size with the relevant child listing

* Spread the remaining keywords (especially longtail keywords) from your list across all other child listings

* Your best-seller will appear for the most relevant keywords, while you are still covering less relevant keywords with the other child ASINs. This is especially useful when people search for specific sizes or colours.

1. 我必須為每個子產(chǎn)品的ASIN添加關(guān)鍵字嗎?或者父/子產(chǎn)品列表是否足夠?

父類和子類ASIN有著千絲萬縷的聯(lián)系，但這也會擴(kuò)展到他們的關(guān)鍵詞嗎？

我們做了測試來回答以下問題：

1）我必須為每個單獨(dú)的父/子列表添加關(guān)鍵字來排序嗎?

2）我可以在子節(jié)點(diǎn)之間使用不同的關(guān)鍵字集，以增加索引關(guān)鍵字的數(shù)量嗎？

3）為每個ASIN使用特定關(guān)鍵字集以獲得最相關(guān)的排名是有任何好處嗎？

我們的測試結(jié)果顯示如下：

1）父產(chǎn)品列表不會出現(xiàn)在搜索結(jié)果中。根據(jù)產(chǎn)品類別的不同，子ASINs將顯示自己的標(biāo)題(如Beauty and Home)或父類標(biāo)題(如Apparel and Sport)。

2）搜索僅包含在父列表中的關(guān)鍵字將對子ASIN進(jìn)行排序。

3）搜索僅包含在子列表中的關(guān)鍵字將對特定子ASIN進(jìn)行排名。一個子列表中的關(guān)鍵字對來自同一系列的另一個子產(chǎn)品的排名沒有影響。

4）如果多個子ASIN包含關(guān)鍵字，在某些情況下只有暢銷品ASIN會排名，在其他情況下，包含該關(guān)鍵字的幾個子ASIN將排名。

5）子列表會自動更新父列表的項(xiàng)目符號、描述和后端關(guān)鍵字。那這對我們來說意味著什么呢？從這些發(fā)現(xiàn)中可以看出兩種策略：

策略1：越快越好

1）使用Sellics關(guān)鍵字搜索工具或Sonar搜索相關(guān)的產(chǎn)品關(guān)鍵字

2）優(yōu)化父產(chǎn)品列表

3）優(yōu)化后的列表將對適用于所有子ASINs的所有相關(guān)關(guān)鍵字進(jìn)行排序。

策略2：最大亞馬遜SEO優(yōu)化

1）利用子產(chǎn)品列表提供的增加的空間，從而增加索引關(guān)鍵字的數(shù)量。

2）使用Sellics關(guān)鍵字搜索工具或Sonar搜索相關(guān)的產(chǎn)品關(guān)鍵字。

3）在所有父級和子級列表中包含最重要的關(guān)鍵字。

4）使用相關(guān)子列表匹配顏色和大小等屬性關(guān)鍵字。

5）將列表中剩余的關(guān)鍵字（尤其是長尾關(guān)鍵字）擴(kuò)展到所有其他子列表中。

6）當(dāng)你仍然在使用其他子ASIN覆蓋不太相關(guān)的關(guān)鍵字，你的best-seller會顯示最相關(guān)的關(guān)鍵字。當(dāng)人們搜索特定尺寸或顏色時，這是很有用的。2. Which keyword variations does/doesn’t Amazon recognize?

Imagine you would have to take all spelling variations (including the spelling mistakes people commonly make) into your product listing…the content would be really tough to read! In order to find out which variation you have to include and which one you can ignore, we tested for:

* Umlaute

* Accents

* Misspellings

* Singular and Plural

* Compound words

* Hyphens

The results of our tests showed the following:

* Umlaute (ü, ?, ?) are matched to ue, ae, oe

* Accents (entrec?te, roségold, mèches) are matched to the non-accent spelling (entrecote, rosegold, meches)

* Minor misspelling (carreirbag, runnign shoe, laether wallet) are matched to the same as proper spelling

* Singular and plural are treated the same, except for long compound words in German (e.g. Mehrzweckregal, Fitnessarmb?nder, Klapplaufband)

* Different spellings of a compound words (fittnessball vs fitness ball, flipchart vs. flip chart) are not indexed automatically

* Amazon reads listing keywords with hyphens as the two separate keywords as well as the compound word

What does this mean for me?

Good news: you do not have to include all possible variations in your product listing (and think about all the weird ways people might spell your product’s name). Amazon recognizes these variations automatically.

However, what you do need to include are singular and plural for long compound words (what the German language is known for) as well as different spellings of compound words. We also recommend making use of hyphens were applicable as they cover all possible keyword variations.2. Amazon識別/不識別哪些關(guān)鍵字變體?

將所有拼寫變化（包括人們通常所犯的拼寫錯誤）納入您的產(chǎn)品列表是非?？膳碌?，為了找出哪些變體你必須包含在產(chǎn)品列表中和哪些可以忽略，我們測試了:

1）元音

2）重音

3）拼寫錯誤

4）單數(shù)和復(fù)數(shù)

5）復(fù)合詞

6）連字符

我們的測試結(jié)果顯示如下：

1）元音（ü，?，?）與ue，ae，oe相匹配

2）重音（entrec?te，roségold，mèches）與非重音拼寫（entrecote，rosegold，meches）相匹配

3）細(xì)微拼寫錯誤（carreirbag，runnign shoe，laether wallet）與正確的拼寫相匹配

4）對于德語中的長復(fù)合詞（例如Mehrzweckregal，F(xiàn)itnessarmb?nder，Klapplaufband），除了復(fù)數(shù)和單數(shù)之外，它們的處理方式相同

5）復(fù)合詞的其他拼寫(fittnessball vs fitness ball, flipchart vs flipchart)不會自動編入索引

6）Amazon讀取包含連字符的關(guān)鍵字作為兩個單獨(dú)的關(guān)鍵字和復(fù)合單詞

那這對我們意味著什么？

好消息：您不必在產(chǎn)品列表中包含所有可能的變體(并且考慮人們可能以各種奇怪的方式拼寫您的產(chǎn)品名稱)，亞馬遜自動識別這些變化。

但是，你需要包括的是長復(fù)合詞（eg:德語）的單數(shù)和復(fù)數(shù)，以及復(fù)合詞的不同拼寫。我們還建議使用連字符，因?yàn)樗鼈兒w了所有可能的關(guān)鍵字變體。3. Should I repeat keywords for higher ranking and does the order of keywords matter?

This is what we found in the most recent test:

* A higher density of the same keyword does not affect ranking

* Keyword distance does not affect ranking

* The correct order of keywords, i.e. the match between customer search term and listing keyword (e.g. men wallet leather vs. leather wallet men) does not affect ranking

What does this mean for me?

You do not have to repeat keywords or have to take special care of keyword placement, but you have to make sure to include all relevant ones instead. The findings also mean that you can also concentrate on the quality of your content, rather than trying to stuff your text with all possible keyword combinations.

The only thing to keep in mind is that keywords included in the description are only searchable if they are close to each other. In this context, keyword distance matters (more info on that here).

3. 我應(yīng)該重復(fù)關(guān)鍵詞以獲得更高的排名嗎?關(guān)鍵詞的順序重要嗎?

我們在最近的測試中發(fā)現(xiàn)的：

1）相同關(guān)鍵字的密度較高不會影響排名

2）關(guān)鍵字距離不影響排名

3）關(guān)鍵字的正確順序，即客戶搜索詞與列表關(guān)鍵詞之間的匹配(例如:men wallet leather vs. leather wallet men)并不影響排名這對我們來說意味著什么？

我們不必重復(fù)關(guān)鍵字或必須特別注意關(guān)鍵字展示位置，但必須確保包含所有相關(guān)的關(guān)鍵字。研究結(jié)果還表明，你還可以專注于內(nèi)容的質(zhì)量，而不是試圖用所有可能的關(guān)鍵詞組合填充文本。

（小提醒：描述中包含的關(guān)鍵字只有在彼此接近時才可搜索。在這種情況下，關(guān)鍵字距離很重要。）

以上就是測試文章的全部內(nèi)容，排名對于提高產(chǎn)品的轉(zhuǎn)換、拉動營業(yè)額是非常重要的，同時SEO排名算法并非一成不變，因而建議各位賣家朋友們多多嘗試進(jìn)而更新自己的關(guān)鍵字，歡迎有新發(fā)現(xiàn)的小伙伴在評論區(qū)給侃妹科普科普哦。

THE END

（來源：侃侃跨境那些事兒）