在亞馬遜Listing優(yōu)化的過(guò)程中，關(guān)鍵詞的優(yōu)化是很重要的部分，而關(guān)鍵詞在Listing中的體現(xiàn)主要在兩部分：標(biāo)題和Search Term中。由于標(biāo)題最長(zhǎng)只能填寫不超過(guò)200個(gè)字符（有些類目限制不超過(guò)80個(gè)字符），在200個(gè)字符中，除了要體現(xiàn)產(chǎn)品關(guān)鍵詞之外，標(biāo)題還要執(zhí)行其它打動(dòng)消費(fèi)者內(nèi)心的任務(wù)，所以在標(biāo)題中可以填寫的關(guān)鍵詞是少之又少的，正是因?yàn)榇耍芏噘u家就會(huì)把填寫關(guān)鍵詞的重任放在了Search Term中去。

在亞馬遜產(chǎn)品發(fā)布過(guò)程中，Search Term一共可以填寫五行，每一行最多可以填寫1000個(gè)字符，如此下來(lái)，在Search Term中賣家一共可以填寫5000個(gè)字符進(jìn)去，但填寫的這些關(guān)鍵詞的實(shí)際效果如何，確實(shí)大部分賣家所困惑的。

有些賣家一行填寫一個(gè)關(guān)鍵詞，雖然可能精準(zhǔn)，但是填寫內(nèi)容有限，一定有不少詞語(yǔ)沒能填寫進(jìn)去，有的賣家每一行都填滿1000個(gè)字符，可實(shí)際上和產(chǎn)品相關(guān)度高的關(guān)鍵詞并不多，填寫的詞語(yǔ)也可能并沒有發(fā)揮出作用。

最近，有賣家在和亞馬遜官方聯(lián)系的過(guò)程中，收到了亞馬遜官方關(guān)于Search Term關(guān)鍵詞填寫內(nèi)容而給出的回復(fù)，算是作為官方透露的Search Term填寫指導(dǎo)，雖然這是一份非官方正式說(shuō)明，但作為亞馬遜內(nèi)部人的視角，對(duì)賣家來(lái)說(shuō)還是有一定的參考意義的。

具體郵件如下：

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!

通過(guò)這封郵件，結(jié)合亞馬遜給出的解釋，在產(chǎn)品發(fā)布過(guò)程中，我們應(yīng)該有以下幾點(diǎn)認(rèn)知：

1. 無(wú)論哪個(gè)類目的產(chǎn)品，無(wú)論你是否寫滿了5000個(gè)字符，亞馬遜搜索系統(tǒng)最多只會(huì)抓取250個(gè)字符；

2. 基于A9算法的運(yùn)算原理，亞馬遜要把最精準(zhǔn)的產(chǎn)品推送到合適的買家面前，所以只有相關(guān)性高的詞語(yǔ)才更利于系統(tǒng)抓取，從長(zhǎng)遠(yuǎn)的角度來(lái)說(shuō)，關(guān)鍵詞的相關(guān)性會(huì)轉(zhuǎn)變?yōu)檗D(zhuǎn)化率，所以，賣家在填寫Search Term關(guān)鍵詞時(shí)，相關(guān)性很重要；

3. 基于系統(tǒng)只能抓取250個(gè)字符這樣的情況，大家不要再糾結(jié)于是抓取最前面的250個(gè)字符呢，還是每一行抓取前邊的50個(gè)字符，總共匯總為250個(gè)呢，老魏我的理解是，系統(tǒng)一定是抓取的最前邊的250個(gè)字符；

4. 因?yàn)橄到y(tǒng)抓取到的字符數(shù)驟減，意味著可以被抓取到的關(guān)鍵詞數(shù)量驟減，賣家在填寫Search Term關(guān)鍵詞時(shí)，不要再填寫和標(biāo)題重復(fù)的，單復(fù)數(shù)變體的，大小寫區(qū)分的等詞語(yǔ)，這類詞語(yǔ)可以歸為相同的詞語(yǔ)，這一點(diǎn)亞馬遜的系統(tǒng)智能是可以識(shí)別并執(zhí)行的，通過(guò)把這些詞語(yǔ)歸一，騰出空間來(lái)填寫更多的和產(chǎn)品相關(guān)的詞語(yǔ)。

最后想強(qiáng)調(diào)一點(diǎn)，因?yàn)檫@封郵件并不是官方的正式說(shuō)明，所以，賣家也無(wú)需因?yàn)檫@封郵件就大幅調(diào)整自己的Listing，大家可以結(jié)合實(shí)際進(jìn)行調(diào)整即可，原本銷售狀況良好的Listing，無(wú)需調(diào)整，在新建Listing時(shí)，可以嘗試采用新的ST關(guān)鍵詞搭配，甚至，你也可以用新舊兩種方式，創(chuàng)建兩條Listing進(jìn)行觀察對(duì)比。

在運(yùn)營(yíng)中，轉(zhuǎn)化率才是王道，訂單才是天道。

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