關於Search Term關鍵詞，看看亞馬遜官方說了啥

在亞馬遜Listing優化的過程中，關鍵詞的優化是很重要的部分，而關鍵詞在Listing中的體現主要在兩部分：標題和Search Term中。由於標題最長只能填寫不超過200個字符（有些類目限制不超過80個字符），在200個字符中，除了要體現產品關鍵詞之外，標題還要執行其它打動消費者內心的任務，所以在標題中可以填寫的關鍵詞是少之又少的，正是因為此，很多賣家就會把填寫關鍵詞的重任放在了Search Term中去。

在亞馬遜產品發佈過程中，Search Term一共可以填寫五行，每一行最多可以填寫1000個字符，如此下來，在Search Term中賣家一共可以填寫5000個字符進去，但填寫的這些關鍵詞的實際效果如何，確實大部分賣家所困惑的。

有些賣家一行填寫一個關鍵詞，雖然可能精準，但是填寫內容有限，一定有不少詞語沒能填寫進去，有的賣家每一行都填滿1000個字符，可實際上和產品相關度高的關鍵詞並不多，填寫的詞語也可能並沒有發揮出作用。

最近，有賣家在和亞馬遜官方聯繫的過程中，收到了亞馬遜官方關於Search Term關鍵詞填寫內容而給出的回覆，算是作為官方透露的Search Term填寫指導，雖然這是一份非官方正式說明，但作為亞馬遜內部人的視角，對賣家來說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!

通過這封郵件，結合亞馬遜給出的解釋，在產品發佈過程中，我們應該有以下幾點認知：

1. 無論哪個類目的產品，無論你是否寫滿了5000個字符，亞馬遜搜索系統最多隻會抓取250個字符；

2. 基於A9算法的運算原理，亞馬遜要把最精準的產品推送到合適的買家面前，所以只有相關性高的詞語才更利於系統抓取，從長遠的角度來說，關鍵詞的相關性會轉變為轉化率，所以，賣家在填寫Search Term關鍵詞時，相關性很重要；

3. 基於系統只能抓取250個字符這樣的情況，大家不要再糾結於是抓取最前面的250個字符呢，還是每一行抓取前邊的50個字符，總共彙總為250個呢，老魏我的理解是，系統一定是抓取的最前邊的250個字符；

4. 因為系統抓取到的字符數驟減，意味著可以被抓取到的關鍵詞數量驟減，賣家在填寫Search Term關鍵詞時，不要再填寫和標題重複的，單複數變體的，大小寫區分的等詞語，這類詞語可以歸為相同的詞語，這一點亞馬遜的系統智能是可以識別並執行的，通過把這些詞語歸一，騰出空間來填寫更多的和產品相關的詞語。

最後想強調一點，因為這封郵件並不是官方的正式說明，所以，賣家也無需因為這封郵件就大幅調整自己的Listing，大家可以結合實際進行調整即可，原本銷售狀況良好的Listing，無需調整，在新建Listing時，可以嘗試採用新的ST關鍵詞搭配，甚至，你也可以用新舊兩種方式，創建兩條Listing進行觀察對比。

在運營中，轉化率才是王道，訂單才是天道。