掌握谷歌SEO技术，应对亚马逊Listing新规：决胜旺季备战关键期

掌握谷歌SEO技术，应对亚马逊Listing新规：决胜旺季备战关键期

Mastering Google SEO Technology to Navigate Amazon's New Listing Rules: Winning the Critical Peak Season Preparation Period

在数字营销领域，谷歌SEO技术是提升在线可见性与流量的基石。同样，在电商平台如亚马逊上，遵循其官方优化指南并进行精细化运营，是赢得销量的关键。当前正值旺季备战的关键时刻，亚马逊于近日更新了Listing权重规则，这不仅是平台规则的调整，其背后提升用户体验、优化搜索排名的逻辑，与核心的谷歌SEO技术理念——即通过提供优质、完整、相关的内容来满足用户（买家）意图并提升搜索排名——有着深刻的共通之处。

Trustworthy promotion and SEO, along with Google's official SEO optimization guidelines, are crucial for success. During the critical peak season preparation period, Amazon has introduced new changes to Listing requirements, drawing significant attention from sellers. Amazon has announced that these changes will be rolled out to all sellers gradually between December 11, 2023, and February 1, 2024.

自12月11日起，亚马逊要求对多达1750种产品的Listing信息进行更改。这不仅适用于新建的Listing，现有Listing在编辑时也必须符合新的产品属性要求。平台旨在借此全面提升买家的购物体验，但对于卖家而言，短时间内适应这些变化无疑是一项挑战。这要求卖家必须像运用谷歌SEO技术优化网站一样，系统性地优化其产品页面。

Starting December 11, Amazon requires changes to the listing information for 1,750 product types. This applies not only to newly created listings but also to existing ones when they are edited. While Amazon aims to enhance the buyer experience through these updates, sellers may find it challenging to adapt in the short term.

亚马逊Listing具体要求变更与操作指南

Specific Changes and Operational Guidelines for Amazon Listings

1. 通过“添加产品”页面操作：卖家在创建或编辑Listing时会看到更新后的要求。如果认为某个新要求的属性与产品无关，可以将鼠标悬停在属性旁的“？”图标上查看提示，并在Listing旁边选择“无关属性”选项。这类似于在谷歌SEO技术中，针对特定关键词优化页面元素时，需要确保所有内容高度相关。

1. Via the "Add a Product" Page: Sellers will see updated requirements when creating or editing listings. If a newly required attribute is deemed irrelevant to the product, hover over the "?" icon next to the attribute for guidance and select the "Irrelevant Attribute" option next to the listing. This is similar to ensuring all content is highly relevant when optimizing page elements for specific keywords in Google SEO technology.

2. 通过“批量上传”添加产品：从12月11日起，使用“通过上传添加产品”的卖家可以选择升级到包含更新属性要求的新模板。选择产品类别时，会看到一个带有链接的横幅，点击即可下载新模板。请注意，平台目前仍接受旧模板提交的Listing。如需下载旧模板，请点击横幅右上角的“切换”按钮。亚马逊将在新模板成为默认选项前，提前30天通知卖家。这种模板化管理思维，也与高效的谷歌SEO技术工作流中使用的标准化检查清单和工具相呼应。

2. Adding Products via "Add Products via Upload": Starting December 11, sellers using this method can opt to upgrade to the new listing template with updated attribute requirements. When selecting a product category, a banner with a link will appear to download the new template. Note that the platform still accepts listings submitted using the old template. To download the previous template, click the "Switch" button in the top right corner of the banner. Amazon will notify sellers 30 days in advance before the updated template becomes the default option. This template-based management approach aligns with the standardized checklists and tools used in efficient Google SEO technology workflows.

新的评分标准：与谷歌SEO技术相通的优化核心

New Scoring Criteria: Optimization Core Aligned with Google SEO Technology

亚马逊新的评分标准主要围绕以下三个方面，这些方面直接体现了谷歌SEO技术中“内容为王”和“用户体验至上”的原则：

Amazon's new scoring criteria focus on the following three areas, which directly reflect the principles of "content is king" and "user experience first" in Google SEO technology:

提高Listing标题的品质：标题长度需在10至200个字符之间，并且必须以品牌名开头（非品牌商品无法在此项得分）。这类似于谷歌SEO技术中的标题标签（Title Tag）优化，要求标题简洁、包含核心关键词（如品牌和产品关键词）、且对用户有吸引力。

Improve Listing Title Quality: Title length should be between 10 and 200 characters and must begin with the brand name (non-branded products cannot score points in this category). This is similar to optimizing the Title Tag in Google SEO technology, which requires titles to be concise, include core keywords (such as brand and product keywords), and be attractive to users.

充实关键属性信息：卖家需要提供详尽的产品信息，包括尺寸、价格、材质等基础数据，以及图案、组件、功能特点、保养说明等详细信息。关键属性越完整，Listing得分越高。这完全对应了谷歌SEO技术中优化页面内容深度、相关性和结构化数据（Schema Markup）的理念，旨在向搜索引擎和用户提供最全面、最准确的信息。

Enrich Key Attribute Information: Sellers need to provide detailed product information, including basic data such as dimensions, price, and material, as well as detailed information like patterns, included components, features, and care instructions. The more complete the key attributes, the higher the listing score. This directly corresponds to the concept in Google SEO technology of optimizing content depth, relevance, and structured data (Schema Markup), aiming to provide the most comprehensive and accurate information to search engines and users.

完善产品图片：根据产品类别，应提供多角度、展现产品卖点的图片，至少需要4张。高质量的视觉内容在谷歌SEO技术（如图片SEO、用户体验信号）和电商转化中都扮演着至关重要的角色，能显著提升点击率和用户参与度。

Perfect Product Images: Depending on the product category, provide multiple images from various angles that highlight the product's selling points, with a minimum of 4 images. High-quality visual content plays a crucial role in both Google SEO technology (such as image SEO and user experience signals) and e-commerce conversion, significantly improving click-through rates and user engagement.

即将迈入2024年，卖家必须高度重视亚马逊的Listing政策变动。面对不断演变的平台规则，卖家应当借鉴成熟的谷歌SEO技术思维——即持续学习、数据驱动、以用户为中心进行优化。只有及时调整策略，做好充分准备，才能更好地适应变化，在销售旺季中规避风险，最大化销售潜力。

As we approach 2024, sellers must pay close attention to Amazon's listing policy changes. In the face of constantly evolving platform rules, sellers should adopt the mindset of mature Google SEO technology—continuous learning, data-driven decisions, and user-centric optimization. Only by adjusting strategies promptly and preparing thoroughly can sellers better adapt to changes, avoid risks during the peak sales season, and maximize their sales potential.