【行业动态】新产品·新技术·跨境电商——中国茶叶“出海记”

初阶成长

跨境电商入门到精通

做亚马逊的人都知道，想要提高产品的转换拉动营业额，就需要运用适合的SEO策略来获得搜索结果的上位排名。亚马逊站内SEO可以理解为在亚马逊站内进行关键词搜索时，使产品获得更上位的自然排名而进行的优化过程。

不知道大家发现没有，近期，亚马逊SEO排名算法又更新了。为了帮助大家获得更好的有机排名，侃妹从外网上扒了一篇评分较高的关于测试亚马逊搜索引擎和关键字优化的文章，下面侃妹就将文章发布出来，给各位卖家朋友一个参考。

(不要慌~后面有中文翻译的哦）

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 ‘ä’ versus ‘ae’. After running multiple test searches, we examined the results for common patterns.

Here is what we found.

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:

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

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

oAre 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:

oParent 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).

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

oSearching 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.

oIf 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

oChild 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

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

oOptimize the parent product listing

oThe optimized listing will rank for all relevant keywords that apply to all child ASINs.

Strategy 2: Maximum Amazon SEO optimization

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

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

oInclude the most important keywords in all your parent and child listings

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

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

oYour 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.

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:

oUmlaute 

oAccents

oMisspellings

oSingular and Plural

oCompound words

oHyphens

The results of our tests showed the following:

oUmlaute (ü, ä, ö) are matched to ue, ae, oe

oAccents (entrecôte, roségold, mèches) are matched to the non-accent spelling (entrecote, rosegold, meches)

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

oSingular and plural are treated the same, except for long compound words in German (e.g. Mehrzweckregal, Fitnessarmbänder, Klapplaufband)

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

oAmazon 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.

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:

oA higher density of the same keyword does not affect ranking

oKeyword distance does not affect ranking

oThe 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).

以上就是测试文章的全部内容，排名对于提高产品的转换、拉动营业额是非常重要的，同时SEO排名算法并非一成不变，因而建议各位卖家朋友们多多尝试进而更新自己的关键字，欢迎有新发现的小伙伴在评论区给侃妹科普科普哦。