亚马逊站内搜索排名靠前的办法竟是……
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZDkYkh4VC50PQuWUibiaoy3H5yh6FjmRmDBOZsv0Ic2cUblRibA3xl3nVH6GEkuotAImLA7Vaia1oscw/0/mmbizgif?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">公众号转载雨果网<span style="color: black;">文案</span>,请标明<span style="color: black;">源自</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNmxCibsL3y5R0d2smR5TgOEa0xcU7LicYcEQIKUhGI8dOD1OHur8LMMeCg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">雨果网从外媒<span style="color: black;">近期</span><span style="color: black;">报告</span>中<span style="color: black;">认识</span>到,中小企业很容易<span style="color: black;">晓得</span>像谷歌、必应<span style="color: black;">这般</span>的搜索引擎排名<span style="color: black;">加强</span>方式,但要弄清楚亚马逊站内搜索排名却很难,<span style="color: black;">由于</span>它太<span style="color: black;">繁杂</span>了。亚马逊站内搜索引擎关注的核心是各式各样的内容(文本、<span style="color: black;">照片</span>、视频和语音等)。</p><span style="color: black;"><strong style="color: blue;">亚马逊站内<span style="color: black;">怎样</span>排名?</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">亚马逊站内可见的引擎<span style="color: black;">包含</span>:</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搜索排名、消费者购买的<span style="color: black;">制品</span>、各<span style="color: black;">制品</span>类别100大热销<span style="color: black;">制品</span>以及消费者的浏览记录。<span style="color: black;">思虑</span>到这些<span style="color: black;">繁杂</span><span style="color: black;">原因</span>,亚马逊站内搜索排名似乎更难优化,<span style="color: black;">因此呢</span>要分点分析这些<span style="color: black;">原因</span>的影响。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNme5ibs46pj40Zvia8o9icyybsiboksme3gLyzcMWhfNaXcYz7dooAdWxS8w/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">美国网络零售咨询<span style="color: black;">机构</span>Ripen对影响亚马逊搜索排名<span style="color: black;">原因</span>做了<span style="color: black;">科研</span>,该<span style="color: black;">机构</span>市场总监及<span style="color: black;">科研</span>主管David Rekuc<span style="color: black;">暗示</span>:“<span style="color: black;">咱们</span><span style="color: black;">科研</span>了16930个关键词搜索出来的74.65万个结果,试图寻找这些数据之间的<span style="color: black;">相关</span>,确定何种<span style="color: black;">原因</span>影响亚马逊站内<span style="color: black;">制品</span>搜索排名。<span style="color: black;">咱们</span><span style="color: black;">发掘</span>,<span style="color: black;">亚马逊站内SEO同传统SEO很像,受<span style="color: black;">有些</span><span style="color: black;">原因</span>影响,SEO优化<span style="color: black;">亦</span>有复合影响</span>。”</p><strong style="color: blue;">排名影响<span style="color: black;">原因</span>1:Sales Rank</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">亚马逊上最重要的搜索排名<span style="color: black;">原因</span>是<span style="color: black;">制品</span>sales rank排名,如下图所示,很<span style="color: black;">显著</span>sales rank越高,<span style="color: black;">制品</span>在亚马逊站内搜索排名就越靠前。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNmuSWFlGv1TRR3VXKLXedX651tMFdQ3KMktNs5I6OFLm0vEMLFrfDhUQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">科研</span>指出不仅sales rank与SERP(搜索结果页)<span style="color: black;">相关</span>,<span style="color: black;">同期</span>畅销<span style="color: black;">制品</span>在搜索中的排名<span style="color: black;">亦</span>会靠前。在亚马逊上,一件<span style="color: black;">制品</span>的sales rank<span style="color: black;">加强</span>了,搜索结果<span style="color: black;">表示</span>该<span style="color: black;">制品</span>的几率<span style="color: black;">亦</span>会<span style="color: black;">加强</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>,<span style="color: black;">倘若</span>要<span style="color: black;">加强</span>亚马逊站内搜索排名的话,就要尽快<span style="color: black;">加强</span>sales rank排名,这会产生“雪球”效应,即sales rank排名越高,<span style="color: black;">制品</span>在搜索结果页中的排名就更靠前,更可能让消费者看到,<span style="color: black;">亦</span>就进一步<span style="color: black;">加强</span>销量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">亚马逊站内SEO<span style="color: black;">过程</span>1:<span style="color: black;">加强</span>sales rank题</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最<span style="color: black;">重点</span>还是专注于<span style="color: black;">制品</span>转化率</span>。利用亚马逊站内或站外<span style="color: black;">宣传</span>宣传能<span style="color: black;">加强</span><span style="color: black;">制品</span>listing流量。这就<span style="color: black;">增多</span>了<span style="color: black;">营销</span>的可能性,从而<span style="color: black;">增多</span><span style="color: black;">制品</span>的sales rank排名。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNmw2HyQEKicTzwoKNA2K64QD1HUdwaY0kibIneXsZWRTWgtZbpiaSo1tDww/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">某些<span style="color: black;">制品</span>,<span style="color: black;">例如</span>书籍等<span style="color: black;">能够</span>在正式出售之前,<span style="color: black;">经过</span>预售<span style="color: black;">增多</span>sales rank排名。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不外</span>亚马逊影响sales rank排名的指标有<span style="color: black;">非常多</span>,<span style="color: black;">制品</span>归类<span style="color: black;">亦</span>有影响。<span style="color: black;">例如</span>下图所示,American Baby的婴儿床垫在baby类别排名52,但在baby子类目下的“bedding”却排名<span style="color: black;">第1</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNm4gibUFzovtLHpV7UVicQSnAQlSJzWFb5icpUUIwKv1JlwngSl8ZuxpT4A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此<span style="color: black;">科研</span><span style="color: black;">亦</span>揭示影响搜索排名的,<span style="color: black;">重点</span>是<span style="color: black;">制品</span><span style="color: black;">重点</span>类别下的sales rank,而不是子类别的sales rank。</span></p><strong style="color: blue;">排名影响<span style="color: black;">原因</span>2:<span style="color: black;">制品</span>类别</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然<span style="color: black;">无</span>直接<span style="color: black;">相关</span>搜索排名,但利用亚马逊主类别<span style="color: black;">亦</span>能<span style="color: black;">增多</span>站内搜索引擎的可见度。例如:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、当在亚马逊上搜索某件<span style="color: black;">制品</span>时,消费者可能会指定一个特定<span style="color: black;">归类</span>搜索或搜索全部<span style="color: black;">归类</span>:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNm7JTdjJic7ao6gMeQKSqQgxv7jPiax6usyDja587sicfib5gOVLPuy92pvw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、<span style="color: black;">倘若</span>在<span style="color: black;">所有</span><span style="color: black;">归类</span>下搜索冰箱,搜索结果如下:</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNmt0CvqNXlo1Thra0tcdqBmiaruNY4kNdbXVtwZ8fAfaxpcR6HGdjNU6w/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在搜索结果中<span style="color: black;">能够</span>看到,冰箱的listing有<span style="color: black;">非常多</span><span style="color: black;">归类</span>(见上图左侧)。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、<span style="color: black;">有些</span>消费者为了缩小搜索范围可能会点击如图上“Appliances”类别下的冰箱,但<span style="color: black;">重视</span>了销量<span style="color: black;">第1</span>的冰箱不在“Appliances”<span style="color: black;">归类</span>下,而在“Tools & Home Improvement”类别。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNmVrlCGzGyb9f5s90nNjiaWokv1wmNSKVEHvMoEKVliactN1gq1aBH9ibLA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、<span style="color: black;">由于</span>最畅销的冰箱在“Tools and Home Improvement”<span style="color: black;">归类</span>,消费者可能会直接在“Tools and Home Improvement”<span style="color: black;">归类</span>下搜索冰箱(搜索栏的变化),而不是<span style="color: black;">所有</span><span style="color: black;">归类</span>:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNm5a1iavNwmBb5LUu3qWrVk2kbTBPtlErZib559GCoEyotzlxrKaK4Bkbg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这般</span>有何影响?<span style="color: black;">倘若</span>你在亚马逊上卖冰箱,那就要<span style="color: black;">重视</span>了,<span style="color: black;">晓得</span>最畅销的冰箱的归类很重要,<span style="color: black;">倘若</span>你的冰箱<span style="color: black;">重点</span><span style="color: black;">归类</span>为“Appliances”,那<span style="color: black;">倘若</span>消费者在“Tools & Home Improvement”下搜索冰箱,搜索结果里就完全不会<span style="color: black;">显现</span>你的<span style="color: black;">制品</span>了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">亚马逊SEO<span style="color: black;">过程</span>2 :将<span style="color: black;">制品</span><span style="color: black;">归类</span>在畅销<span style="color: black;">制品</span>所属的类别下nk题</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为了让<span style="color: black;">制品</span>出<span style="color: black;">此刻</span>亚马逊搜索结果页上,<span style="color: black;">保证</span>先做好调查,<span style="color: black;">制品</span>优先刊登在最畅销的<span style="color: black;">制品</span>所属<span style="color: black;">归类</span>下。</p><strong style="color: blue;">排名影响<span style="color: black;">原因</span>3:订单的执行方式</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">亚马逊上订单的执行有三种:</strong></p>1<span style="color: black;">亚马逊发货并<span style="color: black;">营销</span>。此<span style="color: black;">状况</span>下,就相当于你是亚马逊的供应商,你以批发价卖<span style="color: black;">制品</span>给亚马逊,亚马逊以它认为合适的零售价格再卖出去。</span>2<span style="color: black;">第三方<span style="color: black;">营销</span>,亚马逊发货。这是典型的代发货,<span style="color: black;">制品</span>完全归第三方所有,但却存储在亚马逊仓库随时准备出货,<span style="color: black;">亦</span><span style="color: black;">便是</span>FBA。这是商家<span style="color: black;">营销</span>Prime<span style="color: black;">制品</span>的最佳途径。</span>3<span style="color: black;">第三方负责<span style="color: black;">营销</span>并发货。这<span style="color: black;">便是</span>典型的Drop-shopping。<span style="color: black;">制品</span>刊登在亚马逊上,但存储在卖家的仓库,消费者一下单,第三方卖家就要负责发货。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">科研</span>中,Ripen将排名<span style="color: black;">原因</span>赋值为R,当R值越高,订单的执行方式就更可能让<span style="color: black;">制品</span>搜索结果靠前。如下图所示,订单执行方式与亚马逊搜索排名之间有很大的<span style="color: black;">相关</span>:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNmhPicNj4icSHbta2sHEZ3Kiab83zLtZaG9nzw6XdwLfDBNDnWUFpqE4kQg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">数据<span style="color: black;">表示</span>,第三方卖家执行的订单似乎对<span style="color: black;">制品</span>的搜索排名有<span style="color: black;">消极</span>影响。还有一个<span style="color: black;">便是</span>,当<span style="color: black;">制品</span><span style="color: black;">制品</span>是Prime项目<span style="color: black;">制品</span>时,搜索排名<span style="color: black;">亦</span>会更靠前。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">亚马逊SEO<span style="color: black;">过程</span>3:<span style="color: black;">经过</span>亚马逊<span style="color: black;">营销</span>并发货</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>想让<span style="color: black;">制品</span>搜索排名更靠前的话,就要投资并让自己的<span style="color: black;">制品</span>有机会<span style="color: black;">经过</span>亚马逊<span style="color: black;">营销</span>并发货。</p><strong style="color: blue;">排名影响<span style="color: black;">原因</span>4:关键词</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Ripen<span style="color: black;">科研</span>指出:“<span style="color: black;">日前</span>现有的亚马逊站内SEO优化都<span style="color: black;">意见</span><span style="color: black;">制品</span>标题要堆砌关键词,但堆砌关键词会影响点击率。”本文强调的是标题的长度,虽然亚马逊<span style="color: black;">制品</span>标题可长达200个字符,但亚马逊移动设备标题<span style="color: black;">表示</span>截取的长度是74个字符,PC端是110个字符。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如下图所示,简短的标题和sales rank有很强的<span style="color: black;">相关</span>性,即<span style="color: black;">制品</span>标题字符在74个以下销路更好。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/ungZFmlkMeZtattT2rKynud1KSZJ0ibNmSO3FvvfsC0KwAbkkobAWq3bS0VpEWUJgAd5uHxSAuPiaD4nNbwGmjQA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然堆砌关键词能<span style="color: black;">增多</span>关键词搜索<span style="color: black;">表示</span>的频率,但有数据<span style="color: black;">表示</span>这可能会适得其反。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">例如:</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">制品</span>标题为“Bed Sheets — King/Queen/Full/Twin — Black/Blue/Orange/Green/Red”,可能出<span style="color: black;">此刻</span><span style="color: black;">非常多</span>关键词搜索结果中,但销量<span style="color: black;">通常</span>很少,<span style="color: black;">由于</span>消费者很少会点进<span style="color: black;">这般</span>的标题;反倒是“Bed Sheets — King — Red”<span style="color: black;">这般</span>的<span style="color: black;">制品</span>标题,虽然在关键词搜索中<span style="color: black;">表示</span>频率较少,但<span style="color: black;">经过</span>消费者一系列筛选过后,点击量却<span style="color: black;">更加多</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Rekuc<span style="color: black;">亦</span>推测,<span style="color: black;">上传多种<span style="color: black;">制品</span>照片会带来点击量</span>。<span style="color: black;">不外</span>毕竟,一位要买红色床单的消费者不会点进<span style="color: black;">照片</span>显示黑色床单,但标题却含有“红色床单”字样的listing。Rekuc还<span style="color: black;">意见</span>将关键词堆砌用在<span style="color: black;">制品</span>描述上,<span style="color: black;">制品</span>描述和亚马逊搜索排名没多大关系,不会有什么<span style="color: black;">损伤</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">亚马逊站内SEO<span style="color: black;">过程</span>4:<span style="color: black;">制品</span>标题简明扼要</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">制品</span>标题简明扼要,虽然<span style="color: black;">制品</span>在关键词搜索结果中<span style="color: black;">表示</span>的频率较少,但这个<span style="color: black;">办法</span>将<span style="color: black;">加强</span>点击率,从而促进销量增长。</p><strong style="color: blue;">排名影响<span style="color: black;">原因</span>5:折扣</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然亚马逊搜索排名结果和价格折扣的<span style="color: black;">相关</span>性不大,但Rekuc推测,<span style="color: black;">倘若</span><span style="color: black;">制品</span>打折,<span style="color: black;">尤其</span>是<span style="color: black;">第1</span>次打折会<span style="color: black;">增多</span>转化率,从而促进sales rank排名,<span style="color: black;">最后</span>促成更好的搜索结果排名。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">亚马逊站内SEO<span style="color: black;">过程</span>5:利用折扣<span style="color: black;">加强</span>排名</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">优先<span style="color: black;">思虑</span>利用价格折扣来<span style="color: black;">加强</span>sales rank,从而影响到搜索结果排名。(编译/雨果网 方小玲)</p>
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