Key words are critical in Amazon operations, and how to choose, layout, and optimize keywords is a job skill that every novice in Amazon must master. Tracing to its source, the root of the root of the concept of SEO from the concept of SEO, so this article from the context of SEO to explain the topic of Amazon keyword, do not specifically say the Amazon search term, how to write, too many articles about, understanding the principle is more important than blind operation.
1.definition of keywords
Keywords derived from English " keywords ", especially the vocabulary used by a single medium when making use of an index. It's a vocabulary in library science. Keyword search is one of the main methods of network search index, which is the specific name terms of products, services and companies that the visitors want to know.
1. from the definition of Baidu, the keywords are generated because of the need of retrieval, and the reason for the retrieval is too much information. You see, Amazon knows, a product name search after tens of thousands or even hundreds of thousands of results, so it is a search is how important things. The more information products, the greater the competition, the greater the role of keywords.
2. the keyword with the intention of the searcher is to understand or find the information he needs, such as the keywords in Amazon's search that reflect the clear intent of the customer to buy a product. Keyword setting error will lead to the customer intention and the information he found according to the keywords mismatch, will lead to a bounce rate, and then affect the conversion rate.
3. in turn, we as sellers are providers of information, we set up keywords to enable searchers to find our products in a large database. In other words, if the keyword is wrong, the customer can not search us, there will be no traffic, the keywords are linked to the flow.
2. classification of key words
Keyword as the expression of customer intent, can be more accurate to distinguish the needs of customers, according to the accuracy of demand, we can make three categories of keywords: big words, core words, long tail words.
1. large words: as the name implies, the term is relatively large, and the needs of the customer are vague. For example, leather shoes is a big word, if the customer search this word, can not accurately show the customer's needs, do not know what the customer is to buy what leather shoes. In addition, similar to men's shoes, women's shoes are also a big word, although more clear than the word leather shoes, but there is no way to tell the customer exactly what kind of shoes to buy.
In general, the word is related to the product to be purchased by the customer, and this kind of words can be divided into far and near correlation according to the correlation. Far – related is what we call the industry word, covering the widest range, such as leather shoes. Near correlation is a narrower range of words, such as men's shoes.
The search for large words is large, but the general conversion rate is not too high because the customer's intentions are not clearly expressed.
2. core words: these words can be located to the clear needs of the customer, such as men's leisure shoes, men's formal shoes and so on. Customers who use this word search are already well aware of what they want to buy, with a clear intent to purchase, and once our products are searched by this keyword, the probability of buying is particularly high. So the natural ranking of the core words is the battleground for all businesses!
The search amount of the core words is relatively small, but because of the clear intention, the conversion is relatively high.
3. long tail words: the detailed description of the customer's specific requirements, the general term is longer, with clear attribute words, such as black men's leisure shoes, Nike men's sports shoes, Huawei mobile phone p9, and so on. Express the product color, model, brand, size and other parameters of the attribute words, and the core words together form the long tail word.
The search for the long tail words is much less than the core words, but with very detailed customer requirements, basically expressed the customer's standard of product parameters, so as long as the search to generate the probability of purchase is very high.
collection and screening of key words
Key words are so important to the customer's needs, choosing the right keywords is critical to our Amazon operations, and choosing is more important here than effort.
1. the source of the keyword.
A your own understanding of the product, and the generic name of the product. This tip is not hard to translate, it is best to define the product according to the local name of the product, according to the local people.
This can be done in several ways, such as to foreign friends and friends, to buy their own products to consult with customers, are more accurate than their direct translation.
B tips for the Amazon search box. This is the word that Amazon automatically associates itself with the accumulation of real customer search data and the keyword or part of a new customer input search box, which can reflect the word's search heat in the Amazon.
C competing titles and 5 – point description, long description. Especially in the best seller list, the current 20 listing of these information is more conducive to the collection of keywords.
D keyword collection tools. Many companies in the market have provided the Amazon keyword collection tool, free of charge, dare not say very accurate, but for keyword collection of the preliminary tools enough. Because this article will be published to the public, here do not want to do any advertising, need to know the keyword tools, you can focus on the public number " dongge cross border" input " keywords" to get the list of keyword tools collected by dongge.
E Amazon station advertising statements. This is the most reliable and truthful keyword source, not one.
F Google and other search engines. Google and other search engines such as Yahoo, bing, etc., such as Yahoo, bing and other keyword trend data, can be a recognition of the word and core words, and can query the keyword search heat, to judge the degree of competition and development trend of the product has a good reference value.
2. screening of keywords.
After the keyword collection comes back, we should use the form of the form to classify the keywords, roughly divided into big words, core words, long tail words, the classification standard of words to read the explanation above.
When screening the classified words, pay attention to the following points:
1. to combine the actual search data notes of the traffic situation. Some keyword tools provide reference search data, but we'd better be based on the data of the ad reports, and traffic is the main basis for our next optimization of key words.
2. identifying root is another important task for keyword selection, which is also to prepare for the next keyword optimization.
4. optimization and layout of key words
Find the key words, how to layout and optimize? This is the focus of this article today. In two parts, one is the static layout of the keywords, and one is the dynamic data principle of the keywords.
1. static optimization of key words. The so-called static optimization is the layout of the key words in the station, including the title, 5 point description and the background of the keywords 5 boxes. ( the long description of the listing page does not search, so the keyword layout skips this place. )
A title is the most important place of the whole listing keyword, the location is the most obvious, the weight is the highest, so basically we are the flow and transformation relatively better comprehensive value of the word is arranged in the title, which is the core words we say.
The arrangement of the core words is basically to follow the brand words, because the higher the weight on the left, the higher the weight of the position, to make full use of this weight, some sellers put the core words in front of the brand word, for the sake of making full use of the weight of the title, the reason is that it is more important to get the core words when the brand is not very famous. Well, I'm just arguing here that the data optimization in the back is explained in detail.
B placement of key words in the 5 – point description is also a common approach. this time can place large words, including big words and long tail words, in fact, from the text structure, the long tail word contains large words and core words. Insert the key words do not intentionally stack, pay attention to the sentence fluency is the most important, because this place is for the real buyers to see, to make people look comfortable.
C the background of the keywords in five boxes, the role of these boxes in fact already very obvious, according to the rules of the Amazon keywords, the keywords here do not repeat the title, and do not repeat themselves. This means that the five boxes are used to fill in the long tail, so most of the parsing of the Amazon keywords is wrong, or some of the key words that the interpreter himself coined. In order to illustrate this problem, a list of some common misleading public " commentary ".
Explanation one: the first weight of the first five boxes is the largest, followed by the next. Or the weight of the first three boxes, followed by the next. Or the higher the left position in the box, the higher the weight. So someone put all the words in the first box, or all the boxes fill the left part of each box.
Explanation two: the core words fill in the first box, other casual. Or all the boxes fill in only one known hot word or core word.
Explanation 3: adjust the position of key words can mobilize the weight and ranking of the keyword in Amazon, so there is nothing to move a keyword.
Explanation four: tangled in whether I want to use spaces or commas to separate the keywords, as if the comma separated the full keyword helps Amazon identify this is a precise match weight higher …
Enough, these are heretical theories.
Using SEO to the keyword and the website information database work principle to explain why the above argument is unreliable.
Seo believes that search engines, including Amazon as a shopping search engine, have a huge database for storing web sites or product information. The simplest structure, like the bookshelves of the library, has n – lined bookcases, each with an n – layer, each with n grids. This is the simplest model of the database structure, the bookshelf in the library is loaded with books, and the search engine database is the collection of all the information that the entire listing is broken into a single word. Note that word is not a word ( in a foreign language is a word, not a phrase )! The so-called key words are composed of words, but the search engine database does not store words, its smallest unit is the word, for the database, the key word is a relationship between words and words, is because some relationship is called different combinations of words … can I understand? In a popular way, the database doesn't understand the meaning of a word, it only understands the relationship between words and words. Of course, here are the pictures and prices, such as ignoring the factors, first understand the search engine simple retrieval principle.
How does the keyword search for the search engine work? The first step, the customer input keyword search, start the database for the word matching, it will split the customer input keywords into different words, and then the product information with these words, and then according to the algorithm, these keywords are ranked and display these keywords. That is, all of the keyword layout we do in the listing information is to be able to match the customer's search terms, and in addition, Amazon is the most important to make a sort of all of the listed listing based on a certain algorithm. If the keywords can match very little information, it is easy to be found our products, but if the matching of listing many times, the ranking becomes particularly important!
Therefore, the above description of the keywords is only solved the problem of matching degree, and the listing of keywords search in the natural ranking has no direct relationship. So my saying is: backstage the keywords have 5 boxes, you want to fill in all the line, do not fill also can because you in do title and 5 point short description buries the word in the time actually contains the big word core words to go in, the long tail word is the search quantity is very small words, spend the time in the above person thinks not to pay. But if you want to fine management of a few listing, you can follow the advice of my five boxes to facilitate future management: each box defines a property, such as the first box to focus on the color – related attributes words, the second box to the size – related attributes words, and so on to the other boxes. So when you continue to add new words to the box in the future, it is not easy to confuse and repeat.
The keyword itself you write what is not important, what is important is what Amazon thinks your keyword should be! If you look carefully, you will find that some of the keywords you did not think of even in your listing anywhere in the keywords, you search when your listing is very good! I carefully checked, because there is an ad keyword customer because of the occasional affiliate show bought my product, this keyword is recorded by the Amazon to do the conversion of the keyword. This is the SEO inside a very common " anchor text" effect, in the Amazon is the same. I often talk to my colleagues in popular words about how good you say you are. The most important thing is that others say hello is important!
The static layout of the keyword is that you tell Amazon who you are ( Wang po ), and the data optimization of the keywords is through another buyer to tell Amazon who you are ( customer witness ).
2. data optimization for key words.
The natural ranking of a listing of keywords is not related to the static layout of keywords, especially when the competition is so intense, the natural ranking of keywords can only be determined by data optimization. ( in the discussion of this keyword ranking, we assume that the other factors that affect the listing of the keywords such as historical sales, reviews, brands, other Amazon impact factors are all ignored, and simply explain the principle of keyword data optimization. )
What is the data optimization of key words? We first understand the keyword ranking mechanism of the search engine, starting with understanding several concepts.
Key word hits:
Click – rate is an important indicator of Amazon's use to adjust his matching results, and what we're saying is that Amazon doesn't give listing the chance to show it to our listing. Ctr has a direct impact on the show. Amazon believes that his search match algorithm is reasonable and correct, and vice versa, Amazon will reduce or even stop the keyword search when the listing of the keyword search. This click rate data is based on Amazon's actual customer using the mouse click to vote to determine the keyword and listing of the matching relationship.
Using this principle, some scalping on the market have voted for Amazon through a large number of tisheng hits, which is why the natural ranking of the keyword is promoted.
Key word conversion:
Amazon is the core of the algorithm, so the conversion is the core of the algorithm, so the conversion is through the optimization of the Amazon, specifically to the keywords, nature is the customer search for the word to buy the purchase is recorded by Amazon, popular is to use this word to buy the word, then people use this word to search for me to go out, should produce the same high conversion results, on the contrary, the conversion of a word is too low, slowly will be reduced the opportunity recommended by Amazon.
So some sellers are giving Amazon a signal through artificially high conversion rates, thereby artificially controlling the conversion and ranking of his listing. This is the most immediate and Unable way to push the natural rankings, and the data is obvious to the positive drivers of listing.
Keyword bounce rate:
Using the concept of SEO bounce rate, we can understand that the buyer does not produce the purchase or collection that Amazon considers valuable in the limited time after entering listing by keyword, then closes the page directly or jumps to the other listing. This bounce rate is a sign Amazon uses to determine whether the listing itself is recognized by buyers. A high bounce rate is also a waste of Amazon's recommendation. over time, Amazon will reduce the search for the keyword, the most direct performance is the reduction in the natural ranking of keywords.
This is why scalping's addition to shopping carts, wish, gift, and so on will help the listing.
Key words: Amazon is a shopping search engine, its goal is to allow customers to use the fewest number of search to complete shopping, to maximize the production value of his unit time. So, Amazon has designed the portal of associated traffic, including the keyword association of various stations, Amazon recommendation, and even look at the impact of keywords in it. Amazon is not a human, it is a big database, through keyword this kind of connection, it put thousands of goods ordered portfolio to the buyer before the eyes, the relevance of the role of the great credit.
How does the keyword association occur? Here are the effects of the static keyword layout, the most important of which is a series of actions generated by the customer search keywords, which are recorded by Amazon. Amazon analyzes which products are viewed or even purchased by the customer at the same time, and this series of data shows that, as long as this key word comes in, the customer does not buy the product and then links some of the high conversion products to speed up the efficiency of the customer purchase.
This principle is used by people to create artificial correlation data, and Amazon is also difficult to distinguish true and false.
Keywords frequency: this basic concept is not mentioned in the basic market, borrowing the keyword density of SEO to explain that the total number of words in the Amazon search data record will affect the Amazon's weight and ranking of the keyword. We all know that to optimize the ranking of big words, the difficulty coefficient is directly with the competitive historical accumulation of big data to PK, but to optimize the long tail word and feel the flow is too small. In fact, this concept is wrong, and in the Amazon, its understanding of keywords is based on the relationship between words and characters, that is, the word and The Long Tail are classified by us, and there is no such classification in the database and matching principle of Amazon. Although we enter a word, but Amazon is breaking it down into words to store and calculate, that is, the data that is broken down into a single word is the most basic unit of the keywords ranked by Amazon, as long as the data of this word is verified by the constant real buyer, it will produce the strong relationship of the large data based on the word matching and recommendation. The original principle of SEO is that the number of times this root appears will help Amazon understand the definition of this page, so the early stack of keywords becomes the norm in SEO. Here I take the list of keywords that are constantly being used by buyers into many words, and the collection of the highest density root is the definition of Amazon's definition of this listing. For example: customer search term for men's shoes, men's casual shoes, men's leisure shoes, men's leisure shoes, men's summer casual shoes, the repetition rate of the words reflected in these search terms is obvious, men, leisure, leather shoes are the highest frequency, so although direct search for men's casual leather shoes are not many, in the Amazon definition, this is the relationship is the most strong. We understand that many of the words for the above customers are long tail words, men's leisure shoes are the root, these long tail words search more than the conversion rate, will also lead the root of the rankings. Therefore, to optimize the root is the core word is difficult words, may first optimize the long tail word, in fact, the core words also have a positive role.
From these several concepts, we can basically understand that the keyword natural ranking is actually a dynamic process, is the data of each listing competition! That is, we want to optimize the keyword, in fact, we want to optimize the corresponding key data of the above several major data.
How do you optimize the data? If we wait for the customer to accumulate the data naturally, we will never have the chance to PK the barley, because the other people's data is made out of money, so what about our wheat?
Fortunately, there is no way to people, as long as you have enough of the buyer resources, according to these principles, you can use a smaller price to obtain better data, such as the Chinese assessment resources we often say. Chinese assessment resources can do more than just leave comments so simple, we can design reasonable process through communication to optimize our keywords natural ranking related data! ( as for where quality Chinese resources are to be found, attention should be given to the access of the public to the " Chinese" cross – border entry " Chinese ". )
Conclusion: this article is somewhat inconsistent with the public explanation of the Amazon keyword on the market, or some other alternative, because Amazon never publishes its algorithm, it can only rely on people to observe and think, so we welcome the exchange of discussions to promote the new colleagues' understanding of key words and refine the optimization work.