#541 - 亚马逊商品页面优化迎来升级！

今天，我要向你们展示一种全新的工具，它能帮助你判断你的商品列表是否符合亚马逊算法的最佳实践，不仅对你有利，对你的竞争对手也是如此。

Today, I'm gonna show you how to use a brand new tool that helps you understand if your listing is optimized for best practices for the Amazon algorithm, not just for you, but your competitors.

而且，你可以在几秒钟内获得这种可见性。

Also, you'll be able to have that visibility in seconds.

这不是很酷吗？

How cool is that?

我觉得挺酷的。

Pretty cool, I think.

你如何能让更多买家为你留下亚马逊产品评价？

How can you get more buyers to leave you Amazon product reviews?

通过以符合亚马逊服务条款的方式跟进他们。

By following up with them in a way that's compliant with Amazon terms of service.

你可以使用Helium 10的跟进功能，自动向你想要的任何客户发送亚马逊的请求评价邮件。

You can use Helium ten follow-up in order to automatically send out Amazon's request a review emails to any customers you want.

不仅如此，你还可以指定消息发送的时间，甚至可以过滤掉你不希望收到该消息的人，比如那些申请过退款或你给予过折扣的客户。

Not just that, but you can specify when they get the message and even filter out people that you don't want to get that message, such as people who have asked for refunds or maybe ones that you gave discounts to.

如需更多信息，请访问 h10.me/follow-up。

For more information, visit h10.meforward slash follow-up.

您可以注册免费账户，或使用折扣码 ssp10 享受终身 10% 折扣，升级至白金计划。

You can sign up for a free account, or you can sign it up for a platinum plan and get 10% off for life by using the discount code s s p 10.

大家好，欢迎收听由 Helium 10 出品的《严肃卖家播客》另一期节目。

Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium ten.

我是您的主持人布拉德利·萨顿，这档节目是我们每月的问答环节。

I'm your host Bradley Sutton, and this is the show that is our monthly ask me anything.

明白吗？

Alright?

这是我们每月都会进行的一项活动。

This is something we do, once once a month.

实际上，我们每周都会为 Helium 10 顶级会员和严肃卖家俱乐部成员举办此类活动。

Actually, something we do every week for our Helium ten Elite members and our Serious Sellers Club members.

但每月一次，我们会向所有听众开放这个问答环节，并以一场培训开始。

But once a month, we open this up where we have an ask me anything, for all of the listeners out there, and we also give a training session to start.

今天，我给你们带来了一些特别的内容，因为我将为大家介绍Helium 10中的一个全新功能，它将帮助你优化产品列表。

And today, we I got something special for you guys because I'm going to be going over a brand new function inside of Helium 10 that is going to be helping your, listing building.

这是用户最常要求的功能之一，我会给大家简要概述如何使用它，以便你真正了解自己的列表优化情况。

It's one of the most asked for features that we've had, and I'm gonna give you guys a brief overview on how to use it in order to really know how you're doing for your listing optimization.

我将更深入地讲解这个新的列表优化工具，一步步演示如何使用它，以及它如何帮助你真正优化你的产品列表。

I'm gonna be going a little bit more in-depth into this new listing optimization tool and walking through the steps on how to use it and how it can how it can help you really optimize your listings.

所以，我们假设这个刚刚创建的Helium 10棺材架产品列表就是你的列表。

So we're gonna pretend that the Helium 10 coffin shelf, a brand new one that I just created, is your listing.

明白吗？

Alright?

这些都是我们的。

So this is all of ours.

明白吗？

Alright?

那我们就开始打开它吧。

So let's go ahead and open it up.

我们将从零开始。

We're gonna start this from scratch.

我们将添加一个商品列表，并优化你的商品列表。

We're gonna go add a listing, and we're gonna do optimize your listing.

如果你这里没有产品，你可以从零创建，然后导入另一个商品列表。

And if you guys don't have a product here, you you can do it create from scratch, and then you just pull in another another listing.

同时，进行关键词研究非常重要。

Now in the meantime, it's important that we do some keyword research.

所以我们现在就在亚马逊上进行关键词研究。

So we're gonna actually do that right now on Amazon.

你们可以跟着我一起操作，把这款棺材架当作你的产品来处理，或者直接在这里输入你的主要关键词。

So you guys could follow along and do the same thing that I'm doing for this coffin shelf as if it's your product, or you can go ahead and put your main keyword in here.

对吧？

Right?

我的主要关键词是‘棺材架’。

So my main keyword is coffin shelf.

那我们进入棺材架的页面吧。

So let's go to the coffin shelf page.

看我的所有产品都牢牢占据着首页位置。

Look at all of my products are just dominating the top.

我正在做大量实验。

I'm doing a whole bunch of experimenting.

为此我花了很多钱，做了大量广告。

I'm spending a lot of money to do this, a lot of advertising.

但你可以看到，这是我的品牌广告。

But you can see here's my sponsored brand ad.

这是我的一个场景展示。

Here's one of my little scenes.

今天我们要重点分析的就是这个。

This is the one that we're gonna go over today.

我现在正在做一些新品推广测试。

This is like, I'm doing some launch tests right now.

第二个位置也是我的。

The second spot is also mine.

正如你所见，对于我的原始棺材架，我在顶部获得了大量的自然排名。

As you can see for my original coffin shelf, I've got the org a lot of organic ranking here at the top.

但无论如何，我们如何找到这个细分市场的主要关键词？

But anyways, how do we find what the main keywords are for this niche?

好的。

Alright.

如果我们之前没有做过关键词研究的话。

If we have not done keyword research before.

那我这就开始运行X射线分析。

Well, I'm gonna go ahead and run X-ray.

首先，我要在这里打开一个窗口。

And now the first thing, I'm going to do, I'm gonna have a window open over here.

我要用老办法，先打开Cerebro，然后输入我的ACE。

I'm I'm gonna do this the old school way, but let's go into Cerebro, and I'm gonna put my ACE in first.

好了吗？

K?

所以，一定要先把你的ACE输入到Cerebro中。

So always put your ACE in first into cerebral.

明白吗？

Alright?

如果你没有自己的ACE，那就用一个临时的ACE放在这里。

If you don't have an ACE in, you gotta put it like a throwaway ACE in here.

这并不是你的主要竞争对手。

That's not one of your main competitors.

现在，各位，你们需要逐个找出那些最像你们产品、且与你争夺销量的竞争对手，也就是说，你们要找出他们是在哪些关键词上获得销售的。

Now one by one, what you need to do, guys, is take the the competitors that you think are most like your product and are competing with you for sales, meaning that you're gonna be competing for the same keywords, you wanna find out where they are getting their sales from.

所以，我这里有很多随机的产品，比如蝙蝠架之类的东西。

So what I'm going to do is there's a lot of random products on here like bat shelves and things like that.

它们仍然在商品描述中使用‘棺材架’这样的关键词，但至少我想过滤掉一些不相关的产品。

And they they still are using keywords like coffin shelf in their listing, but at least I wanna filter out some of the non relevant products.

所以我要在Chrome扩展程序里点击筛选器，然后在标题关键词搜索中输入‘coffin shelf’，来稍微过滤掉一些这些商品列表。

So I'm gonna hit filters here in the Chrome extension, and then under title keyword, search, I'm going to type in coffin shelf just to kind of filter out a little bit some of these listings.

现在，很多人仍然在使用‘coffin shelf’这个关键词。

Now, again, a lot of people are still have coffin shelf in there.

这完全没问题。

Totally fine.

明白吗？

Alright?

我们按销量来排序这些结果。

Let's go ahead and sort these by sales.

而且我会专注于寻找最相关的产品。

And again, I'm gonna be just looking for what is the most relevant.

现在这一点非常重要。

Now here's very important.

当你们做关键词研究时，一定要确保自己没有和那些与你们产品完全相同或完全不相似的人进行比较。

When you guys are doing your keyword research and you need to make sure you are not comparing yourself to people who are exactly like, or are not exactly like your product.

这是销量第一的棺材架产品。

Like, this is the number one coffin shelf seller.

他们卖的是棺材式化妆架。

They're selling a coffin makeup shelf.

我觉得我并不和他们竞争相同的关键词。

I don't think I'm competing for all of the same keywords.

明白吗？

Alright?

也许我会把它纳入我的通用关键词研究，但在这个练习中，我现在只想找到与我产品最相似的顶级商品。

Maybe I would include it on my generic keyword research, but in this exercise right now, I just want to have the the top similar products to mine.

所以这里有一个ASIN，我先把它加上。

So here's one ASIN I'm gonna go ahead and put.

下一个是个托盘。

This next one is a a tray.

我认为我的竞争对手这里并不是一个蝙蝠架。

That's not I don't think my my competitor here is a bat shelf.

这可不是我的竞争对手。

That's not my competitor.

这是我的产品，所以我们来处理这个棺材架吧。

This is my own product here, so let's go ahead and do this coffin shelf.

我们把这个ASIN粘贴到Cerebro里。

We'll paste this ASIN into Cerebro.

人们在问，比如，你打算做几个？

And people are asking, like, how many do you wanna do?

我喜欢至少做四到五个，但如果你能有最多七个相关的竞争对手来对比你的关键词，这会是个不错的选择。

I like doing at least four or five, but if you can have up to seven relevant competitors that you can compare your keywords against, this is this is gonna be a good thing.

所以现在我这里已经有四个了。

So right now, I've got four in there now.

让我再加一两个。

Let me just get one or two more.

这是另一个。

Here's another one.

这个人每天只卖一件，所以可能不是最好的竞争对手，但我们还是把它加进来，因为目前做得不错的棺材架产品本来就不多。

This person is only selling one unit a day, so they might not be the best, competitor, but we're gonna go ahead and throw them in there just because there's not that many coffin shelves that are doing really well right now.

明白吗？

Alright?

现在我把所有这些ASIN都输入到Cerebro里，然后点击获取关键词。

So now that I put all of those ASINs into Cerebro, I hit get keyword.

但我真正想做的是提取我的顶级关键词。

But what I want to do is I want to pull my top keywords.

这个过程会非常快。

Now, this is going to be super fast.

我在这里不会详细讲解如何找到前100个关键词。

I'm not going to go into detail here on how to find the top 100 keywords.

我只是随便加一些筛选条件，以便只获取部分顶级关键词。

I'm just going to throw in some random filters so I can get just some of the top keywords.

明白吗？

Alright?

所以当我使用Cerebro时，可以点击这个‘顶级关键词’按钮，它可能会生成一个非常短的列表。

So when I'm in Cerebro, I can hit this button top keywords, and it's probably gonna come up with a very small list.

是的。

Yeah.

只出现了两个关键词。

Only two keywords came up.

所以我想要扩大范围。

So I wanna widen this out.

我要说，嘿。

I'm gonna say, hey.

给我显示搜索量至少为200、至少有两个人在排名、且所有人的排名都在一到一百五十之间的关键词。

Show me keywords that have at least 200 search volume where there's at least two people ranking for it, and and everybody's ranks is between, like, I don't know, one and one hundred and fifty.

我们来看看用这些筛选条件能出现多少个关键词。

Let's see how many keywords show up here with this set of filters.

203个。

203.

几乎完美。

Almost perfect.

你知道吗？

You know what?

我打算稍微缩小一下范围。

I'm gonna just narrow this down slightly.

让我们把竞争对手的平均排名设为一到一百一十之间。

Let's go competitor rank average between one and one hundred and ten.

我想让这个数字保持在150左右或更少。

I kinda wanna have this around 150 or less.

我们来看看这里有什么。

Let's see what we have here.

123个关键词。

123 keywords.

这太完美了。

This is perfect.

在正常情况下，朋友们，我会逐一分析这些关键词。

Under normal circumstances, guys, I would go through every single one of these keywords.

嘿。

Hey.

我得确保这些关键词高度相关，等等。

I got I need to make sure these are highly relevant, etcetera, etcetera.

并非所有词语都同等重要。

All words are not created equal.

对吧？

Right?

我知道哪些是我这里最好的关键词，就是那些在Cerebro中竞争对手表现分数很高的词。

The way I know which are my best keywords here are the ones that have a high competitor performance score inside of Cerebro.

当你进行多ASIN搜索时，那是最右边的那一列。

That's the very, very last column whenever you do a multi ASIN search.

所以我清楚哪些是最关键的关键词。

So I know which are the most important keywords.

这非常重要，因为再次强调，不是所有关键词都同等重要。

This is very important because, again, all keywords are not created equal.

所以现在我们来操作，我会把所有这些关键词都添加进去。

So now let's go ahead and go, and I'm gonna put all of these keywords.

我会把它们复制到剪贴板。

I'm gonna copy it to the clipboard.

然后我会进入商品文案生成器，创建我的关键词列表，我刚才说多少来着？

And now I'm going to go to Listing Builder, and I'm going to go ahead and make my list of a 100 what did I say?

123个关键词。

A 123 keywords.

这些就是我将用来优化商品文案的关键词。

And these are the keywords that I'm going to be basing my listing off of.

明白吗？

Alright?

所以让我们把它们添加到词库中。

So let's add them to the bank.

我把这123个关键词添加到了关键词库，现在进入下一步。

I added those 123 keywords to the bank, and now I go to the next.

如你所见，它已经从卖家中心导入了我的商品信息。

And as you can see from here, it imported my listing already from Seller Central.

明白吗？

Alright?

这是我的完整商品信息，它已经包含了我的标题。

So here is my complete you know, it already has my title.

记得，你们之前说过希望看到一个仿佛产品已经存在的场景，我们只是在对比我们的商品页面优化与最佳实践。

Remember, you you guys said you wanted to have, something that would be as if you already have a product and we're just checking our listing optimization compared to best practices.

在这个场景中，我们正是在做这件事。

That's what we're doing here in this scenario.

这是亚马逊上一个真实存在的商品。

This is a real live product on Amazon.

我们只是从真实的竞争对手那里获取了真实的关键词。

We just took real live keywords from real live competitors.

现在重点来了。

Now here's the thing.

在我们深入之前，这是下一步，而且这是一个新功能。

Before we get deep into here, this is the next step, and this is something that is new.

明白吗？

Alright?

这是Helium 10为钻石会员新推出的功能。

This is something new on Helium ten as of new for Diamond members.

精英会员已经可以使用这个功能一段时间了。

It's elite members have had access to this for a while.

就在这里，产品列表分析。

It's right here, the listing analysis.

明白吗？

Alright?

它会显示我的关键词表现排名和得分。

And it's gonna show me my keyword performance rank and score.

现在，如你所见，这里并没有关键词排名。

Now, as you can see, there is no keyword rank right here.

明白吗？

Alright?

这是因为我没有添加竞争对手。

It's because I don't have my competitor.

所以我之前添加的那些竞争对手，需要在这里的Listing分析中也加上。

So those same competitors that I put in, I need to add them here into my listing analysis.

明白吗？

Alright?

那我们来操作一下。

So let's go ahead and do that.

我本来就在Cerebro里，所以直接从这里复制ASIN粘贴到Listing Builder就行，它们可能也在这里。

I was already in Cerebro, so I'm just gonna copy the ASINs directly from here into Listing Builder, or they're probably right here too.

它们大概就在这几个里面，但我还是选择用粘贴的方式操作。

They're probably with these ones here, but I'm just gonna do it, I'm just gonna do it this way by pasting.

明白吗？

Alright?

所以我刚刚粘贴了一个ASIN。

So I just pasted one ASIN.

朋友们，请把所有的ASIN都粘贴进去，如果你们是在为自己操作，完成后告诉我一声。

Guys, go ahead and paste all of the ASINs in there, and let me know when you're done if you're doing it for your own ASIN.

你们粘贴完两个之后，它就不会再显示了，至少现在不会。

After the after you paste in the two, it's not gonna show up anymore, at least right now.

他们大概会修复这个问题，但你会看到一个加一，意味着你总共已经添加了三个ASIN。

It's probably they'll probably fix this, but you'll see a plus one, meaning that you have three total ASINs that you have, done.

好的。

Alright.

所以我现在有六个ASIN，接下来点击添加选定的竞争对手。

So now I have six ASINs, and I'm gonna hit add selected competitors.

现在这才是有趣的部分。

Now this is what's cool.

Helium 10 现在正在实时分析这些关键词。

What Helium ten is doing kind of, like, on the fly is now it is kind of, like, analyzing all of these keywords.

我们来看顶部，它告诉我我的商品列表优化得怎么样。

And let's go to the top here and telling me what how I have it optimized in my listing, first of all.

我还没有添加我的通用关键词。

Now I didn't put my generic keywords.

我还没导入这些，所以现在先忽略它们。

I didn't import those yet, so we're just gonna forget about that for right now.

这完全没问题。

It's totally fine.

如果这是真实的产品列表，你还需要在进入列表构建器之前导入你的通用关键词，也就是搜索词。

If this is a real listing, you'd wanna also import your generic keywords, which is also called search terms before into Listing Builder.

但我总是会按CPS对我的关键词排序。

But I'm going to always have mine sorted by CPS.

这是我们竞争对手表现得分。

That is our competitor performance score.

这个分数是基于我列出的大多数顶级竞争对手是否都对这些关键词有排名。

The score is based on if most of the top competitors that I put are all ranking for these keywords.

竞争对手表现分数就会在这里显示。

That's where the competitor performance score is going to show.

所以这里说，最高分是多少？

So it says here, what is the highest score?

是棺材架。

Is coffin shelf.

这是正确的，因为这是一个对该细分市场最重要的关键词。

And that's correct because that is a keyword that is is the most important keyword for the niche.

因此，从这个角度来看，关键词表现分数确实有效。

So in this sense, the the keyword performance score definitely worked.

它并不总是显示完全完美的关键词，但会显示其中大部分。

It's not always gonna show the exact perfect keywords, but it's going to show most of them.

明白吗？

Alright?

在这里，SV代表什么？

And right here, SV, what does that stand for?

你们觉得呢？

What do you guys think?

搜索量。

Search volume.

对。

Right.

这就是我的关键词的搜索量。

So this is the search volume of my keywords.

记住，我有123个关键词。

Remember, I have a 123 keywords.

现在在这里，这相当酷。

Now up here, this is pretty, pretty cool.

而且即使今天为止，这也是全新的功能。

And this is brand new even as of today.

它正在显示构成这些短语的所有基础关键词或根关键词。

It's showing me all of the base keywords or root keywords that make up these phrases.

明白吗？

Alright?

例如，‘棺材架’是由‘棺材’和‘架’组成的。

So for example, coffin shelf is made up of coffin and it's made up of shelf.

但同时，各位看看这个。

But at the same time, look at this guys.

有很多关键词短语包含多个词根。

There are a lot of keyword phrases that have multiple word roots.

比如，这里‘大型棺材架’、‘棺材架大型’、‘墙上用的棺材架’。

Like, example, here, coffin shelf large, large coffin shelf, coffin shelf for wall.

这些短语中共同的词根是什么？

What is a common root that is in all of these phrases?

棺材架。

Coffin shelf.

所以，棺材架本身就是一个短语或根短语。

So coffin shelf it's itself is a phrase or a root phrase.

默认情况下，它只显示我单个词的根词。

Now by default, it just shows me the single one word root.

所以我知道，嘿，在我提到的所有关键词中，对于这个细分市场最重要的关键词之一就是‘棺材’，它出现在其中五个里。

So I know that, hey, out of all the keywords that I said are the most important keywords for this niche, for example, coffin is in five of them.

spooky 或者棺材，我在这里用了五种不同的关键词。

Spooky or or or, coffin, I'm using in five different keywords here.

spooky，我已经用了三次了。

Spooky, I'm using three times already.

现在，如果我想知道最常见的两个词根是什么？

Now if I wanna know where what are the most common two word roots?

我之前提到的棺材架，还有棺材妆容、哥特式墙面、棺材形状、棺材书架。

There's that coffin shelf one I mentioned, coffin makeup, gothic wall, coffin shaped, coffin bookshelf.

而且我甚至还有三个词的根词。

And then I even have three word roots.

只有两个出现了多次。

There's only two of them that show up multiple times.

所以这能让我知道，我是否对这里的每个关键词都可被索引？

So this is what's going to let me know, am I indexable for all of the keywords here?

答案是，看看我现在看到的，你们觉得呢？

And the answer is, just looking at this guys, what do you think?

答案是肯定还是否定？

Is the answer yes or no?

我有可能被搜索到这123个短语中的每一个吗？

Am I potentially searchable for every single one of these 123 phrases?

当然，我可以进入这里，用另一个Helium 10的索引检查工具运行一下，或者直接在亚马逊上手动搜索。

Of course, I could go in here and I could run it through another Helium 10 tool index checker, and I could just manually search it in Amazon.

但仅凭我现在看到的内容，我已经知道我并没有被索引到每一个短语。

But just looking at what I'm looking at right now, I already know that I am not indexed for every single phrase.

我怎么知道的？

How do I know that?

看看我列表里有多少词根本没出现，而这些词却是那123个短语的一部分。

Look how many words I don't even have a the the word in my listing, and it's a word that makes up one of those 123 phrases.

比如，'room'这个词。

For example, room.

我的列表里根本没有'room'这个词。

I don't have room in my listing.

'Coffins'这个复数形式，我也没用过。

Coffins, plural, I don't have.

'Glass'这个词我不确定它属于哪个关键词，但不管是什么，我都没用过。

Glass, I don't know what keyword that was part of, but whatever it is, I don't have it.

'Book'这个词，我也没用过。

Book, I don't have.

'Spider'这个词，我也没用过。

Spider, I don't have.

所以，各位，这些包含以上任何一个词的短语，既然我的列表里根本没有这些词，这意味着什么？

So any of these phrases, guys, that has one of these words, what does it mean since I don't have it in my listing?

也许我拥有这个短语中的所有其他关键词，但如果我没有这些词中的任何一个，我很可能不会被索引。

Maybe I have all the other keywords in that phrase, but if I don't have one of these words, odds are I am not going to be indexed.

我不会因为这个关键词短语而被搜索到。

I am not going to be searchable for that keyword phrase.

明白吗？

Alright?

所以，我只是点了几次，就因为Listing Builder的工作方式，我已经获得了这样的洞察。

So this is I I just did a couple clicks and I'm already getting this level of insight just because of how Listing Builder works.

好的。

Alright.

现在我们往下滚动，看看排名情况。

Now let's go ahead and scroll down here and look back at the ranking.

对吧？

Right?

这是我的竞争对手表现得分，296,000。

Here is my competitor performance score, 296,000.

guys，这个分数是基于我进行的一项长期研究，研究内容是关于亚马逊算法中商品列表优化的工作原理，以及短语的细微变化、某个短语出现的次数，还有关键词中某部分出现的频率。

Now what this is based off of guys is based off of a a long you know, the the score here is based off of a long study I did about how listing optimization works for the Amazon algorithm and how slight changes and slight different forms of phrases and how many times you have a phrase and how many times a certain part of a keyword.

我花了数月时间研究了大约五六十个我在那段时间上架的商品列表，每天都不断尝试，试图弄清楚亚马逊是如何看待各种不同因素的。

I did a a study for months on, I don't remember, fifty, sixty listings I launched during this time and was just playing with it nonstop every day trying to figure out how Amazon viewed different things.

基于这些研究，海林十公司的数据科学家们开发出了一个评分系统，可以帮你大致判断你的商品是否真正符合最佳实践标准。

And based on that, our data scientists at Helium ten made a score that can kind of give you an idea on are you really optimized for best practices?

但请注意，这并不意味着亚马逊会使用海林十的评分来判断你的商品是否与某个关键词相关。

Now this does not mean that Amazon is using the Helium ten score in order to say, are you relevant for a keyword or not?

不会。

No.

如果你拿到了最高分，布拉德利·萨顿在这里保证你一定会比竞争对手排名更高吗？

And if you get the highest score, is Bradley Sutton here guaranteeing that you are gonna rank higher than your comparison?

不会。

No.

显然，影响排名的因素还有很多，比如广告投放，还有你的图片质量等等。

There's so much more obviously that goes into ranking, like advertising and, you know, how is your image looking, things like that.

但如果其他条件都相同，这将帮助你最大程度地确保你的商品列表符合亚马逊算法的最佳实践。

But if all things are equal, this is what's going to help you give you the best chance to make sure that your listing is optimized to best practices for the Amazon algorithm.

所以，你在这里左边看到的是我之前的列表质量评分。

So what you see here on the left is my the old listing quality score.

这个评分长期以来一直存在于Helium 10和列表构建器中。

That's always what's been on Helium 10 and Listing Builder for a while.

但现在我有了我的关键词表现评分。

But now I've got my keyword performance score.

如果我点击它，就可以看到我的评分来源在哪里。

So if I click on that, I can see where, are my, where's my score coming from?

评分会根据关键词在列表中的位置来计算。

And it it it goes by where it is in the listing that has to do with the score.

比如，‘棺材架’这个词出现在我的标题里。

Like, coffin shelf is in my title.

正因为这个词出现在标题中，所以它为我带来了很高的评分。

That's where I'm it's giving me a huge amount of score because it's in my title.

如果我第一次把‘棺材架’这个词放在商品描述里，而这里根本没显示出来，那我得赶紧把描述内容加到这里。

If the first time I had coffin shelf in my listing was in the description, which is not even showing up here, I need to go ahead and put my description here.

等一下。

Hold on.

让我来操作一下。

Let me go ahead and do that.

谁能告诉我，为什么我的描述没有输入到这里？

Who can tell me why my description didn't input into here?

这是因为我的商品用了Plus内容，而我本来就应该用Plus内容。

It's because I have a plus content, which is what I should have in the first place.

但为了确保我描述里的大量关键词都能被索引，我还是手动把描述内容输入到这里。

But let me go ahead and manually input my description here because I am indexable for a lot of what is in my description.

所以Listing Builder的评分必须考虑到这一点。

So it's important that the Listing Builder score is keeping that in mind.

如果你有Plus内容，可能会想知道，该怎么把描述内容复制过来？

So if you have a plus content and you're like, how do I copy my description over?

就像我刚才做的那样，直接从你商品列表的后台提取出来。

Just pull it in from the back end of your listing just like I did right here.

对吧？

Right?

进入编辑列表，然后复制我的描述。

Go in edit listing, and then I copy my description.

现在你注意一下，我这么操作后，看看我的评分。

Now you'll notice once I did that, look at my score.

我的评分一下涨到了348,000，因为系统现在意识到我的列表里比之前多了很多关键词。

My score went up to 348,000 because now all of a sudden it realizes I had a lot more keywords in my listing than I did before.

对吧？

Right?

看看这个。

Look at that.

我从第六名一下冲到了第一名。

I went from, like, six to first.

不过，让我们来分析一下这个分数是由什么构成的。

But anyways, let's let's break down what is going into this score.

明白吗？

Alright?

它基于标题、要点和描述，以及如果我将它们分布在不同字段中的话。

It's based off the the title, bullet points, and description, and then if I have it across different fields.

现在，这里有个有趣的地方，朋友们。

Now here's what's cool, guys.

我们实际上会详细分解这个分数，告诉你我有多少种匹配类型。

We actually break it down for this score about how many match types I have.

什么是精确匹配？

What is exact match?

好的。

Alright.

精确匹配的意思是，关键词是‘棺材架’，而我在商品描述中使用的精确匹配也是‘棺材架’。

Exact match means the keyword is coffin shelf, and the exact match that I have in my listing is coffin shelf.

明白吗？

Alright?

这样就能给我带来可能的最高分。

So this this gives me the absolute highest possible score.

下一个接近的是复数或单数形式。

The next closest is, if it's a plural or singular.

例如，如果关键词是 coffin shelf，我的商品描述里可能是 coffin shelves。

For example, if it's coffin shelf, maybe I've got coffin shelves.

也可能是 coffins shelf。

Maybe I've got coffins shelf.

对吧？

Right?

如果关键词是 bat decor，复数匹配可能是 bats decor。

If the keyword is bat decor, maybe a plural match would be bats decor.

如果关键词是 coffin shelves，那 coffin shelf 就可能是其复数或单数的匹配形式。

If the keyword is coffin shelves, that means it's coffin shelf is a potential plural slash singular match.

明白吗？

Alright?

所以这会给我第二高的分数，关于我是如何使用关键词的形式。

So that's gonna give me the second, highest points here as far as the form of how I use the keyword.

第三高的是我们所说的单字段短语匹配。

The third most is what we call a a phrase match within a single field.

我们简称为短语匹配，但它的完整说法是单字段短语匹配。

We just call it for short phrase match, but it basically the long version of this is phrase match single field.

这意味着如果关键词是三个或更多词，比如哥特式棺材架。

That means if the keyword is three words or more, for example, gothic coffin shelf.

而我的标题是‘哥特风格装饰 最佳棺材架’。

And in my title, I have a a title that says gothic decor best coffin shelf.

你看，这并不是完全匹配，但关键词的一部分出现在列表的某个部分，而‘棺材架’出现在字段的另一部分，只是被拆开了。

You see, it's not an exact form, but one keyword is in one part of the listing, and then coffin shelf is in or one part of the field, but coffin shelf is in the rest of the field, but it's split up.

这也能给你加分，这就是这一种情况。

That is what gets you points as well, and that's what this one is.

下一个叫做字段广泛匹配。

The next one is called field broad match.

明白吗？

Alright?

所以这个意思是，比如‘gothic coffin shelf’这个关键词全部出现在一个要点、多个要点、描述或标题中，但分散在各个地方。

So this is, hey, gothic coffin shelf is all in one bullet point or section of bullet points or it's in the description or it's in the title, but it's all spread out all over the place.

比如，一个标题可能是：Gothic、decor、spooky coffin、hanging shelf。

Like, one title could be Gothic, decor, spooky coffin, hanging shelf.

你们注意到了吗？‘Gothic coffin shelf’这些关键词都在里面，但它们被打乱顺序、分散在各处。

Did you guys notice that Gothic coffin shelf, all of those keywords are in there, but they're all spread out in any order.

这仍然能给你一些加分，因为它有助于你被某个关键词索引，但加分不如我直接使用‘Gothic coffin shelf’这个短语形式多。

That is still gonna get you some credit because it's it's what can help you get indexed for a keyword, but not as much credit as if I, for example, had Gothic coffin shelf in phrase form.

最后一种是列表广泛匹配。

And then lastly is listing broad match.

这意味着我只需要在列表中的某个地方出现关键词短语的组成部分即可。

That means that I just have the components of any keyword phrase somewhere in my listing.

所以，在这种情况下，如果关键词是‘Gothic coffin shelf’，而我在标题中用了‘gothic’，在要点中用了‘coffin’，在描述中用了‘shelf’，那么我现在虽然在列表中包含了所有关键词，但它们分散在各处。

So again, on this this scenario, if the keyword is Gothic coffin shelf, if I've got gothic in the title, coffin in the bullet points, shelf in the description, well, now all of a sudden, that I have all keywords in my listing, but it's all over the place.

所以这仍然能给我一些分数，但不会太多。

So it's still gonna get me points, but just not that many.

所以，这个评分现在就是在根据这一点来评判我，同时也在评判我所设定的竞争对手。

So, basically, this score is now judging me on that, and it is going in and judging my competitors that I had put in.

如果我查看关键词表现排名，就能明白为什么我排在第一位。

So if I hit keyword performance rank, I could see why I am first.

好的。

Alright.

在这个关键词上，我这里有348,000分，而其他人都少一些。

I have 348,000 points over here on this one, and everybody else is a little bit less.

不过这一点我还需要再完善一些，才能拿到满分，因为如果别人有更优质的内容呢？

Now this is a little bit, I would have to do this a little bit more, in order to really get the full score because what if somebody else has a plus content?

我们可能没有抓取，也可能还是在抓取后端描述的内容。

We're probably not I don't think we're pulling in the maybe we are still pulling in the description from the back end.

是的。

Yeah.

我们实际上很可能在使用他们提供的描述内容。

We we probably are actually pulling in the description if they have it available.

但如果他们删除了描述，他们的得分就不会太高。

But if they deleted their description, yeah, their score is not gonna be that great.

如果他们删除了描述，他们就只剩下这里的A+内容了。

If they deleted their description, all they have is the a plus content here.

但你可以看到我的排名位置。

But you can see where I stack up.

所以这就像我制作这个商品 listing 的方式，我几周前就是用这种方法创建的。

So this is kinda like how I made this listing, which I just made this listing a couple weeks ago using this exact matter.

我本来想找到我创建它的位置，但有人把我的商品列表搞乱了。

I was trying to open up where I did it, but somebody messed up my listing.

所以，干得漂亮啊， whoever 干了这事。

So shame on you whoever did that.

但无论如何，这就是你可以大致查看你的商品列表表现的方式。

But anyways, this is how you can kind of see how your listing stacks, up.

而且，所有的关键词并不是同等重要的。

And again, all keywords are not created equal.

因此，你必须密切关注这个竞争对手表现分数，因为它会告诉你哪些关键词是关键的。

So you really need to be mindful of this competitor performance score because that is what's going to tell you what are the important keywords, to use.

好的。

Alright.

现在，接下来还有一些新功能即将推出，我将在几周后给你们展示。

Now let's go ahead and there's also some new features coming to this I'm gonna show you guys in a couple of weeks.

但在此期间，如果有关于商品列表优化的一般问题，或者关于这个工具或Helium 10的其他任何工具的问题，请随时在评论区提出。

But in the meantime, any questions about listing optimization in general or specifically about this tool or any other tool in Helium 10, go ahead and throw into the comment.

Willow问：你们有从零开始的产品研究培训吗？

Willow says, do you have training for product research from scratch?

有的。

Yes.

有的。

We do.

我们举办过几场网络研讨会，也在我们的YouTube频道上发布过相关内容。

We have a couple webinars that we've done and also on our YouTube channel.

如果你在YouTube上观看，Willow，一旦你进入我们的频道页面，搜索一下“产品研究”即可。

If you're watching this on YouTube, Willow, just just type once you get to our channel page, type in product research.

我们上个月刚刚发布了一期关于2024年产品研究的视频。

And we actually just did a product research for 2024, one last last month.

明白吗？

Alright?

我觉得那期视频上周刚在我们的YouTube频道上线，Willow，记得去看看。

I think that episode actually dropped just last week on our YouTube channel, so make sure to check that one out, Willow.

Digital Mind问，什么对索引更重要？

Digital Mind says, what is more important to index?

是单个关键词，还是短语？

Individual keywords or phrases?

这要看情况。

It it depends.

明白吗？

Alright?

如果某个单独的关键词搜索量很大，并且与所有从中获得销量的产品高度相关，那么它确实非常重要。

If there is an individual keyword that has a lot of search volume and is super, super relevant to all of the products in that they're getting sales from it, yes, that is gonna be super important.

但通常情况下，具有最高竞争对手表现分的是两到四个词的短语，这才是你优化商品列表时需要重点关注的。

But usually, it's the two, three, and four word phrases that are gonna have the highest competitor performance score that you're trying to optimize your listing for.

所以我建议你使用完整的短语。

So I would focus on having the full phrase.

如果你的问题是：我已经有了一个完整短语，那么在优化时，是短语本身重要，还是其中的单个关键词重要？

Now if your question is, I have a full phrase and what's important to to to optimize for the phrase or the individual keywords?

绝对是1000000000%的短语形式，尤其是当你最重要的关键词之一时。

1000000000%, it's the phrase in phrase form if it's one of your most important keywords.

对于那些竞争分数为零或非常低的关键词，你仍然希望被索引和可搜索，但并不需要强制以短语形式出现。

Some of your keywords that have a lot like a zero score or a very low competitor foreign score, you still want to be indexed and searchable for it, but it's not as important that you get those in phrase form.