amz-keyword-research

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Keyword Research

关键词研究

A keyword list is not keyword research. A pile of 300 keywords with no structure is as useless as no keywords at all. Real research ends with a map: which keyword goes where, and which keyword to fight for first. This skill builds that map.

一份关键词列表不等于关键词研究。一堆毫无结构的300个关键词和没有关键词一样没用。真正的研究最终会形成一份映射表：每个关键词该放在哪里，以及优先争取哪个关键词。本技能就是用来构建这份映射表的。

When to use this

适用场景

A new product needs its keyword foundation before the listing is written.
An existing listing was built on guesses and never had real keyword work.
A seller has a keyword list but no idea which to prioritize.
Planning a PPC campaign and needing the keyword groups it will run on.

新产品在撰写listing前需要搭建关键词基础。
现有listing基于猜测构建，从未进行过真正的关键词工作。
卖家拥有关键词列表，但不知道该优先使用哪些。
规划PPC广告活动，需要确定广告将使用的关键词组。

The framework. The Keyword Map

框架：关键词映射表

Every keyword has two properties that decide what to do with it: intent stage and relevance. Plot both and the placement becomes obvious.

每个关键词都有两个决定其用途的属性：意图阶段和相关性。将两者结合起来，展示位置就一目了然了。

Intent stage

意图阶段

Head terms. Broad, high volume, high competition ("water bottle"). Hard to rank, worth pursuing only as the product matures.
Mid-tail. Two to three words, real intent, winnable ("insulated water bottle"). The core ranking target.
Long-tail. Specific, lower volume, high conversion ("32 oz insulated water bottle for hiking"). Cheap to win, converts well, the launch focus.

核心词（Head terms）：宽泛、高搜索量、高竞争度（例如“water bottle”）。难以排名，仅当产品成熟后值得追求。
中长尾词（Mid-tail）：2-3个词，具有明确意图，可争取排名（例如“insulated water bottle”）。是核心排名目标。
长尾词（Long-tail）：具体、低搜索量、高转化率（例如“32 oz insulated water bottle for hiking”）。容易获得排名，转化率高，是产品上线初期的重点。

Relevance

AI search keywords

AI搜索关键词

Rufus, Alexa+, and the COSMO layer surface listings on a wider range of queries than literal A9 search. Three keyword types specifically earn AI-surface citations and should be included in the map even when their direct search volume looks low.

Question-form keywords. "what is the best [X]", "how to choose [X]", "how to use [X] for [Y]". These match the way buyers prompt Rufus and how Alexa+ parses spoken queries. Place answers in bullets and in the Customer Questions tab.
Comparison keywords. "[brand or product] vs [alternative]", "[X] alternative to [Y]", "difference between [X] and [Y]". COSMO uses these to position the listing against the comparison set. Place in A+ comparison-chart copy and in a bullet that names the comparison without naming a competitor brand.
Audience-specific keywords. "[product] for [audience]", e.g. "running shoes for runners over 50", "stroller for tall parents", "yoga mat for hot yoga". COSMO reads these as explicit audience intent and re-ranks listings that clearly serve the named audience. Place in the title's qualifier slot, in a bullet, and in backend keywords.

These are not separate from the map below. they slot into Bullet/A+, Backend, and PPC placements as normal, with the launch priority weighted toward the audience- specific ones because they convert best and face the least competition.

Rufus、Alexa+和COSMO层能在比字面A9搜索更广泛的查询中展示listing。有三种特定类型的关键词能获得AI展示引用，即使它们的直接搜索量看起来很低，也应纳入映射表。

问句形式关键词：“what is the best [X]”、“how to choose [X]”、“how to use [X] for [Y]”。这些匹配买家向Rufus提问的方式，以及Alexa+解析语音查询的方式。应将答案放在项目符号和“客户问答”板块中。
对比关键词：“[品牌或产品] vs [替代品]”、“[X] alternative to [Y]”、“difference between [X] and [Y]”。COSMO会利用这些关键词将listing定位在对比组中。应放在A+对比图表文案中，以及一个提及对比但不指名竞品品牌的项目符号里。
受众特定关键词：“[产品] for [受众]”，例如“running shoes for runners over 50”、“stroller for tall parents”、“yoga mat for hot yoga”。COSMO会将这些视为明确的受众意图，并重新排名明确服务该指定受众的listing。应放在标题的限定词位置、项目符号和后台关键词中。

这些关键词并非独立于下方的映射表，它们会像普通关键词一样归入项目符号/A+、后台和PPC展示位置，其中受众特定关键词的上线优先级更高，因为它们转化率最佳且竞争最小。

The placement rule

展示位置规则

Keyword type	Placement
Highest-volume core mid-tail	Title
Core and adjacent mid-tail and long-tail	Bullets and A+
Loose, synonyms, misspellings, not yet placed	Backend search terms
Everything winnable	PPC, grouped by match type

关键词类型	展示位置
高搜索量核心中长尾词	标题
核心及相邻相关的中长尾词和长尾词	项目符号和A+
松散相关、同义词、拼写错误、未分配位置的关键词	后台搜索词
所有可争取排名的关键词	PPC，按匹配类型分组

Step by step

步骤说明

Collect inputs. The product, what problem it solves, the target audiences, the category, and any keywords or competitor listings the user already has.
Generate seeds. From the product itself, its use cases, its audiences, its materials and attributes, the problems it solves, and the occasions it fits.
Expand each seed. Synonyms, alternate phrasings, modifiers (size, color, material, audience, use case), question forms, and common misspellings.
Classify every keyword by intent stage and relevance, per the framework.
Cut the noise. Drop Loose keywords with no real intent. an irrelevant keyword that brings the wrong shopper hurts conversion-based ranking.
Build the map. Assign every surviving keyword a placement. Mark the launch priority set: core long-tail and winnable mid-tail.
Run the quality check, then deliver.

收集输入信息：产品信息、解决的问题、目标受众、品类，以及用户已有的任何关键词或竞品listing。
生成种子关键词：从产品本身、使用场景、受众、材质和属性、解决的问题、适用场合中提取。
拓展每个种子关键词：同义词、替代表述、修饰词（尺寸、颜色、材质、受众、使用场景）、问句形式和常见拼写错误。
对每个关键词进行分类：根据上述框架，按意图阶段和相关性分类。
剔除无效关键词：删除无明确意图的松散相关关键词。无关关键词会带来非目标买家，损害基于转化率的排名。
构建映射表：为每个留存的关键词分配展示位置。标记上线优先级集合：核心长尾词和可争取排名的中长尾词。
进行质量检查，然后交付结果。

Output format

输出格式

undefined

undefined

Keyword Map. [product]

Title keywords (highest-volume core mid-tail)

[keywords]

Bullet and A+ keywords (core and adjacent)

[keywords grouped by theme]

Backend keywords (loose, synonyms, misspellings)

[keywords]

PPC groups

Exact (proven intent): [keywords] Broad and phrase (discovery): [keywords]

Launch priority

[the 10 to 15 winnable keywords to rank for first]

undefined

[the 10 to 15 winnable keywords to rank for first]

undefined

Worked example

示例

Product: a 32 oz insulated water bottle for hiking.

Title: "insulated water bottle", "32 oz water bottle". core mid-tail, real volume, winnable.
Bullets and A+: "leakproof water bottle", "water bottle for hiking", "wide mouth bottle". core and adjacent.
Backend: "thermos", "canteen", "hydro flask alternative", "watter bottle" (misspelling). loose and synonyms.
Launch priority: the long-tail set, "32 oz insulated bottle for hiking", "leakproof hiking water bottle". low competition, high conversion, rankable in weeks.

产品：一款32盎司的户外徒步用保温水瓶。

标题："insulated water bottle"、"32 oz water bottle"。核心中长尾词，真实搜索量，可争取排名。
项目符号和A+："leakproof water bottle"、"water bottle for hiking"、"wide mouth bottle"。核心及相邻相关。
后台："thermos"、"canteen"、"hydro flask alternative"、"watter bottle"（拼写错误）。松散相关及同义词。
上线优先级：长尾词集合，"32 oz insulated bottle for hiking"、"leakproof hiking water bottle"。竞争低，转化率高，几周内即可获得排名。

Quality check

质量检查

Every keyword is classified by both intent stage and relevance.
Loose, low-intent keywords are cut, not stuffed into the title.
Every surviving keyword has a placement.
The launch priority set is winnable long-tail and mid-tail, not head terms.
PPC keywords are split into proven-intent exact and discovery broad.

每个关键词均按意图阶段和相关性分类。
松散、低意图关键词已被剔除，未塞进标题。
每个留存的关键词都有对应的展示位置。
上线优先级集合为可争取排名的长尾词和中长尾词，而非核心词。
PPC关键词已分为高意图精确匹配和探索性广泛匹配。

Common mistakes

常见错误

A list with no map. 300 keywords and no decision about any of them.
Chasing head terms at launch. Spending the launch fighting "water bottle" against entrenched sellers instead of winning long-tail fast.
Stuffing irrelevant keywords. An off-target keyword that brings non-buyers lowers conversion and hurts rank.
Translating keywords by logic. Real shoppers use words you would not guess. expand from how people actually search, not from a thesaurus.

只有列表没有映射表：300个关键词，但对每个关键词的用途毫无决策。
上线初期追逐核心词：上线初期就与资深卖家竞争"water bottle"这类核心词，而非快速拿下长尾词排名。
堆砌无关关键词：偏离目标的关键词会带来非买家，降低转化率并损害排名。
按逻辑翻译关键词：真实买家使用的词汇可能超出你的预期。应从用户实际搜索方式拓展，而非依赖同义词词典。

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