亞馬遜賣家如何查看自己的產(chǎn)品是否被特定關(guān)鍵詞索引？

亞馬遜已經(jīng)悄悄地將產(chǎn)品詳情頁(yè)后臺(tái)關(guān)鍵詞的最大可索引字符數(shù)改為250個(gè)。

據(jù)悉，此前賣家一般可添加5000個(gè)字符。而根據(jù)亞馬遜發(fā)送給賣家的郵件顯示，將產(chǎn)品詳情頁(yè)后臺(tái)關(guān)鍵詞的最大可索引字符數(shù)改為250個(gè)，放置順序并不重要，可以是隨機(jī)的。

以下是亞馬遜support部門向客戶發(fā)送的郵件原文：

Dear Seller,

Thank you for writing back to us and letting us know that the issue has been fixed when the keywords are shortened to no more than 250 characters.

Please be informed that I have contacted our concerned team and received a response stating that as the Search team is constantly working to improve the relevance of search results for our customers. This help our sellers too, since we can remove non-relevant products and let sellers compete with smaller result sets of only relevant items.

Our concerned team is running a project on this to help optimize our approach, and have not yet finalized any communication, but that is still in progress.

As of now this is working as designed, the system ignores any generic keywords over 250 bytes for all the categories including health and personal and beauty. In addition, we were also informed that our system do not do partial matching of Generic Keywords fields and it is unlikely that anyone will search for paragraphs of keywords in their entirety.

AS per the help seller can put 1000 characters but our system can index only 250 characters at maximum.

Please know that we currently do not have an option of indexing the keywords to more than 250 characters. I apologize if this policy doesn’t meet your business needs.

I do understand that this may help you for better buyer experience. However, at this time, this feature is not available for our sellers.

As to make sure that you are heard, I have passed your message to the Business team as a feedback, so they are aware of your interest.

As we continue to improve both our platform and our service, input from Sellers like you is valuable. I truly appreciate your suggestion as this is a great input for Amazon to work upon and this can actually be of great help to Sellers as well as Buyers.

If there are changes pertaining to this, Sellers will be notified via Seller Central. We encourage you to keep checking, as functionality is often refined over time.

We strive to make your selling experience on Amazon as eventful as possible and therefore we are willing to extend any help that you may need at any time.

I personally wish I was able to do a lot more in this regard however, as the Policies are determined by our Business team we at Seller Support would not be able to influence those decisions.

We wish you great success in your future endeavors. Have a wonderful day!

250個(gè)索引字符限制對(duì)賣家來說意味著什么？

以上郵件內(nèi)容表明，亞馬遜將只索引產(chǎn)品詳情頁(yè)后臺(tái)關(guān)鍵詞的前250個(gè)字符。這適用于所有五個(gè)搜索關(guān)鍵詞欄（search term field），而這項(xiàng)改變最大的意義在于：

1、通用關(guān)鍵詞將被規(guī)范化，這意味著相同關(guān)鍵詞不應(yīng)以大小寫、單復(fù)數(shù)的形式重復(fù)添加。

2、賣家不需要添加已經(jīng)在標(biāo)題、產(chǎn)品說明和主題關(guān)鍵詞中已經(jīng)出現(xiàn)的關(guān)鍵詞。

3、不管是哪個(gè)類別，亞馬遜的系統(tǒng)會(huì)自動(dòng)忽略超過250個(gè)字符的任何通用關(guān)鍵詞。

4、亞馬遜還將停止對(duì)通用關(guān)鍵詞字段進(jìn)行部分匹配（partial matching），因?yàn)樗J(rèn)為沒有人會(huì)搜索一大段的關(guān)鍵詞。

這意味著亞馬遜的第三方賣家需要非常了解他們?cè)诋a(chǎn)品詳情頁(yè)中使用的關(guān)鍵詞。解釋一下，250個(gè)字符大約是40個(gè)字，這不是很多。因此，為了在自然搜索中脫穎而出，關(guān)鍵詞研究和優(yōu)化將比以往任何時(shí)候都更加重要。

如何知道你的產(chǎn)品是否能被特定關(guān)鍵詞索引？

有幾種方法可以查看你的產(chǎn)品或競(jìng)爭(zhēng)對(duì)手的產(chǎn)品是否能被特定關(guān)鍵詞索引到。這個(gè)過程被稱為反向ASIN查詢，第一種方法需要靠手動(dòng)。

1、手動(dòng)反向ASIN查詢

首先，如果你不知道一個(gè)產(chǎn)品的ASIN，請(qǐng)轉(zhuǎn)到產(chǎn)品的詳情頁(yè)。登陸這個(gè)頁(yè)面后，可以在URL中找到10位數(shù)的ASIN。以下蘋果切片器（apple slicer）的這個(gè)例子，它的ASIN是B00XTCERLE。

現(xiàn)在，轉(zhuǎn)到搜索欄并粘貼你的ASIN，然后添加一個(gè)“+”，再添加一個(gè)關(guān)鍵詞來檢查該產(chǎn)品是否被索引。比如，如果我想知道這個(gè)蘋果切片器是否能被關(guān)鍵詞“slicer”索引，你只需將“B00XTCERLE + slicer”放入搜索欄，然后按Enter鍵即可。如果該ASIN被這個(gè)關(guān)鍵詞索引了，則該產(chǎn)品就會(huì)在搜索結(jié)果頁(yè)面上顯示，如果沒有被索引，比如我搜索B00XTCERLE + manzana，搜索結(jié)果頁(yè)面就會(huì)顯示：“你的搜索‘B00XTCERLE + manzana’沒有匹配任何產(chǎn)品。”

你可以對(duì)亞馬遜上的任何產(chǎn)品使用這種反向ASIN查詢的方法。但這是一個(gè)檢查產(chǎn)品是否能被關(guān)鍵詞索引的手動(dòng)辦法，但它不會(huì)給你提供任何新關(guān)鍵詞。

2、使用工具來進(jìn)行反向ASIN查詢

如果你想從反向ASIN查詢過程中得到更多信息，那么你可以使用Scope Google Chrome（谷歌瀏覽器）的擴(kuò)展程序。（https://www.sellerlabs.com/scope/）【點(diǎn)擊免費(fèi)試用SellerLabs】一旦你添加了擴(kuò)展程序并注冊(cè)了計(jì)劃（該工具提供了一個(gè)免費(fèi)計(jì)劃，每個(gè)ASIN可以顯示三個(gè)關(guān)鍵詞），你就可以開始研究了。

首先，轉(zhuǎn)到要研究的亞馬遜產(chǎn)品詳情頁(yè)，然后選擇頁(yè)面右下角的“Show Scope”。以蘋果切片器為例，從上圖可以看到，Scope為這個(gè)蘋果切片器展示了217個(gè)各種長(zhǎng)尾格式的關(guān)鍵詞。你可以根據(jù)關(guān)鍵詞、最后一次刷新時(shí)間、搜索量、每次點(diǎn)擊出價(jià)、搜索排名和估計(jì)的銷售量查看結(jié)果。我們可以把重點(diǎn)放在搜索量這個(gè)結(jié)果上，因?yàn)槲覀兌枷胫来蠖鄶?shù)購(gòu)物者使用的搜索關(guān)鍵詞。然后，我們可以將關(guān)鍵詞導(dǎo)出到.csv文件中，刪除任何重復(fù)的內(nèi)容。

此過程可以展示你或你的競(jìng)爭(zhēng)對(duì)手的關(guān)鍵詞排名，它也可以幫助你開始優(yōu)化后臺(tái)關(guān)鍵詞。

這是個(gè)好消息還是壞消息？

這一更新對(duì)賣家、購(gòu)物者和亞馬遜來說是積極的一步。為什么這么說？ 因?yàn)檫@意味著亞馬遜搜索將產(chǎn)生更多相關(guān)的結(jié)果。賣家面臨的最大挑戰(zhàn)是，他們必須花更多時(shí)間優(yōu)化自然和付費(fèi)搜索的關(guān)鍵詞。結(jié)果應(yīng)該會(huì)是：更低的展示次數(shù)、但有更高的轉(zhuǎn)化次數(shù)，因?yàn)橘?gòu)物者看到的是更加相關(guān)的搜索結(jié)果頁(yè)面。（編譯/雨果網(wǎng) 康杰煒）