<blockquote style="margin: 30.0px 0;padding: 16.0px 20.0px;font-size: 16.0px;color: #999999;background: #f3f4f5;">很多商家朋友不太重视产品标题，导致产品的展现量很低，进而导致店铺销量一直不高。其实一个好的标题对于产品相当重要。好的标题也许不能为产品带来高销量，但是不好的标题一定不会有高销量！本课程由商学院林中敬讲师为大家讲解。</blockquote>
<h1 style="color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;">
<div style="width: 5.0px;height: 18.0px;background: #027cff;margin-right: 16.0px;position: ;top: 6.0px;float: left;"></div>
<div>一、标题作用解读</div>
</h1>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">标题对于产品的意义</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/812/167/17285761218_59448512.jpg"/></div></div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">核心要点：</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">1.买家是根据产品名字作为购买切入点</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">2.照片和产品名称的匹配度会影响购买决策</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">3.买家在交易活动完成后才能把产品和名称对应起来</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">总结：</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">买家是通过对产品名称的检索和产品属性的了解去决定自己的购买决策。</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">因此，如何做到将实物和标题二者统一是写好标题的关键，将产品浓缩到30个字的标题中。</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/384/999/18093999483_59448512.jpg"/></div></div></div></div>
<h1 style="color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;">
<div style="width: 5.0px;height: 18.0px;background: #027cff;margin-right: 16.0px;position: ;top: 6.0px;float: left;"></div>
<div>二、标题书写三部曲</div>
</h1>
<h2 style="margin: 30.0px 0;color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;">2.1 选词</h2>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-bold-0-1-0"><div style="font-weight: bold;font-size: 16.0px;color: #333333;line-height: 30.0px;">关键词选词通道</div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">写好标题第一步，选词！选词通道有很多，大家应该充分利用</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/484/999/18093999484_59448512.jpg"/></div></div></div></div>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-bold-0-1-0"><div style="font-weight: bold;font-size: 16.0px;color: #333333;line-height: 30.0px;">关键词选择标准</div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">1.选择与自己行业或产品相关的词</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">2.选三高词：搜索热度高、点击率高、搜索趋势上升大</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-bold-0-1-0"><div style="font-weight: bold;font-size: 16.0px;color: #333333;line-height: 30.0px;">关键词挖掘</div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">生意参谋——流量——关键词引流——选词助手</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/784/999/18093999487_59448512.jpg"/></div></div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">生意参谋——市场竞争——搜索词排行</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/884/999/18093999488_59448512.jpg"/></div></div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">1688搜索页面——“您是不是在找”</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/984/999/18093999489_59448512.jpg"/></div></div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">搜索下拉框，PC端和无线端</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/094/999/18093999490_59448512.jpg"/></div></div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">阿里指数——阿里排行</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/194/999/18093999491_59448512.jpg"/></div></div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">将收集的数据导出一份关键词的表格，然后进行找出跟这个产品有关的词，进行标注</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/294/999/18093999492_59448512.jpg"/></div></div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">将各渠道整理出的关键词，登记到同一个表格中</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/394/999/18093999493_59448512.jpg"/></div></div></div></div>
<h2 style="margin: 30.0px 0;color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;">2.2 关键词组合</h2>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">1.选核心产品词</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">2.选修饰词</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">3.组合方法：N个修饰词（品牌/地域/用途/特性/盈利模式/型号/工艺/材质）+核心关键词</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">例：加厚保暖 + 黑白条纹 + 男士袜子</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">（A.功用） (B.颜色) (X.产品核心词）</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">按数学方法计算有多少种排列组合的可能性</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">合计有6种组合方式：ABX,AXB,BAX,BXA,XAB,XBA</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">4.去除语法逻辑错误的词语，可得出：</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">加厚保暖黑白条纹男士袜子，黑白条纹加厚保暖男士袜子，黑白条纹男士袜子 加厚保暖，加厚保暖男士袜子 黑白条纹</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-bold-0-1-0"><div style="font-weight: bold;font-size: 16.0px;color: #333333;line-height: 30.0px;">关键词分类</div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">1.类目关键词</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">如：女装，女士针织衫，保温杯</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">2.核心关键词（核心推广产品词）</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">如：男士单鞋</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">3.精准关键词（核心关键词加上各种修饰元素组合而成）</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">修饰元素如：品牌/地域/用途/特性/盈利模式/型号/工艺/材质</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">如男士休闲单鞋</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">4.同义关键词（近义词，各地俗称）</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">如：抽纸/纸巾，口红/唇膏</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">5.拼音、英文关键词（含缩写）</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">如：umbrella/雨伞</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">6.借力关键词（借他人品牌/事件）</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/122/167/17285761221_59448512.jpg"/></div></div></div></div>
<h2 style="margin: 30.0px 0;color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;">2.3 标题书写</h2>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-bold-0-1-0"><div style="font-weight: bold;font-size: 16.0px;color: #333333;line-height: 30.0px;">标题书写规则</div></div></div>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/238/999/18093999832_59448512.jpg"/></div></div></div></div>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-bold-0-1-0"><div style="font-weight: bold;font-size: 16.0px;color: #333333;line-height: 30.0px;">标题书写公式</div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">产品标题=营销词+卖点词+热门关键词（保展现量）+属性词（多个）+高转化精准词（保销量）</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">举例：全国包邮加厚保暖男士袜 新款黑白条纹中长筒纯棉防臭男士商务袜</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">或者：</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">产品标题=营销词+主关键词+优势词+应用领域+服务+属性词+精准词</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">产品标题=营销词+产地词+主关键词+品牌词+属性词+精准词</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">做标题之前收集好：</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">营销词：厂家直销/产地货源/2h发货/全国包邮/2019新款（放置4-5个）</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">产品属性：功能/型号/材质</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">核心卖点及优势：免保养/防静电/加厚保暖/全国连锁/质保X年/自动清洗</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">地域词：东莞/睢宁/中山</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">品牌词：三菱/宇鑫/施耐德</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">行业应用词：沙发翻新用/食堂用/保暖用</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/338/999/18093999833_59448512.jpg"/></div></div></div></div>
<h1 style="color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;">
<div style="width: 5.0px;height: 18.0px;background: #027cff;margin-right: 16.0px;position: ;top: 6.0px;float: left;"></div>
<div>三、标题优化</div>
</h1>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">标题优化时请记住：</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">标题跟关键词前后顺序没直接关系，是跟关键词的点击和转化有系；</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">只要产品词不堆砌和读的通顺即可；</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">热搜词权重越高其他的关键词也会越高；</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">有搜索的词加到标题里面越多越好。</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src="https://cbu01.alicdn.com/img/ibank/2020/438/999/18093999834_59448512.jpg"/></div></div></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">优化原则：</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">1.红色词不能动</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">2.浅色词先修改</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">3.随时修改标题</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">4.替换热搜词</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">5.每一周可修改</p>
<h1 style="color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;">
<div style="width: 5.0px;height: 18.0px;background: #027cff;margin-right: 16.0px;position: ;top: 6.0px;float: left;"></div>
<div>总结</div>
</h1>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">7月份进阶训练营课程已经进行一段时间啦，点击下方链接查看课表</p>
<div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-link-0-1-2"><a style="font-size: 16.0px;line-height: 30.0px;color: #027cff;text-decoration: none;cursor: pointer;" target="_blank" href="https://peixun.1688.com/cms/jjxly.html">https://peixun.1688.com/cms/jjxly.html</a></div></div>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">学完这节课，大家有什么收获？</p>
<p style="margin: 30.0px 0;font-size: 16.0px;line-height: 30.0px;color: #666666;">如果有其他问题或建议，欢迎在评论区留言！</p>