Thuong hieu cua ban co the xuat hien trong cau tra loi, nhung luot nhap co the khong ve trang cua ban
Hay hinh dung mot truy van mua sam quen thuoc: "Loai quan legging nao khong bi lo khi squat?" Cau tra loi cua AI nhac den thuong hieu cua ban. Dieu do nghe nhu mot chien thang, cho den khi trich dan lai dan den mot trang danh gia, nha ban le hoac chu de Reddit thay vi trang san pham cua ban.
Day khong chi la mot chi tiet bao cao. Trang duoc trich dan nhan luot nhap. No giai thich san pham cho nguoi mua va co the tiep tuc la nguon trong cac cau tra loi sau. Thuong hieu co duoc mot lan nhac den; nguoi khac lai co duoc loi vao cua long tin.
Mot nghien cuu gan day cua Shero Commerce dat con so cho mau hinh nay. Cac nha nghien cuu da phan tich 8.573 mo ta san pham tren 1.000 cua hang Shopify va dua 60 cau hoi mua hang thuc te vao Google AI Mode, ChatGPT va Perplexity. Phat hien huu ich nhat voi doi ngu ecommerce khong phai la "hay viet them noi dung". No la: khi cung mot ngon ngu ve san pham xuat hien tren nhieu ten mien, he thong AI co rat it ly do de coi trang web thuong hieu la nguon goc dang duoc trich dan.
Viec duoc nhac den khong dong nghia voi viec so huu cau tra loi. Muc tieu la cho mo hinh mot ly do ro rang de trich dan trang cua ban khi dua ra khuyen nghi.
Nghien cuu cho thay dieu gi va khong chung minh dieu gi
Phuong phap nay minh bach bat thuong. Trong 1.000 cua hang, 883 cua hang tra ve du lieu san pham co the dung duoc. Nhom nghien cuu lay toi da muoi san pham moi cua hang tu feed cong khai, sau do kiem tra HTML thuan, du lieu co cau truc va van ban lap lai khi co the tai trang. Ho kiem tra trung lap ben ngoai bang cach tim kiem cac cau mo ta dac trung trong dau ngoac kep va xac nhan thu cong cac ket qua trung khop.
Bai kiem tra trich dan la quan sat, khong phai mo hinh hoa. Nhom dua cau hoi co y dinh mua vao ba san pham AI va ghi lai lieu ten mien cua chinh thuong hieu co duoc trich dan, thuong hieu co duoc de xuat hay hoan toan vang mat. Dieu nay du de mo ta mot mau hinh co y nghia. No khong chung minh rang noi dung trung lap lam mot trang cu the mat thu hang hay mat trich dan. Mau prompt bao gom 60 danh muc; hanh vi truy xuat va trich dan khac nhau theo san pham va se tiep tuc thay doi.
Trong gioi han do, cac con so van kho bo qua.
| Quan sat cua nghien cuu | Ket qua | Y nghia voi thuong hieu |
|---|---|---|
| Mo ta san pham xuat hien nguyen van hoac gan nguyen van tren ten mien khac | 20% | Nhieu thuong hieu phan phoi cung mot ngon ngu cho nha ban le va san thuong mai |
| Cua hang do duoc ro rang co duoi 50 tu van ban dac thu san pham trong HTML thuan | 15,6% | Trang thuc su mong it hon dieu ma kiem toan chi xem truong du lieu goi y |
| Cua hang xuat Product schema | 88% | Lop bao ky thuat rat pho bien |
| Mo ta schema duoi 50 tu hoac thieu | 59% | Lop tom tat doc duoc boi may thuong thieu noi dung thuc chat |
| Tat ca trich dan AI den tu trang so huu cua thuong hieu | 2,8% | Website thuong hieu chi nam mot ty le rat nho trong cac nguon duoc trich dan |
| Tat ca trich dan AI den tu nha xuat ban | 59% | Bai viet bien tap, danh gia va danh sach chi phoi trich dan |
Trong lop cau tra loi cua Google, cac thuong hieu DTC da co cho dung trong mau chi duoc trich dan hoac de xuat 9,5% so lan, va mot phan ba danh muc khong nhac den bat ky thuong hieu nao trong so do. Ngay ca khi thuong hieu duoc de xuat, trang cua chinh no chi nhan trich dan ho tro trong 31% truong hop. Phan con lai thuong den Good Housekeeping, Verywell Fit, CNN Underscored hoac Reddit.
That bai sau xa khong phai la thieu chu, ma la quyen tac gia khong ro rang
Nhan su ecommerce thuong chan doan day la mot trong hai van de: trang san pham qua ngan hoac schema khong day du. Ca hai deu can kiem tra, nhung nghien cuu chi ra mot chan doan chinh xac hon.
Thu nhat, truong mo ta san pham tieu chuan ngan khong nhat thiet co nghia la trang mong. Trong nghien cuu, nhieu san pham co it hon 50 tu trong truong mo ta van co cac module, tab va chi tiet rieng cho san pham trong HTML thuan. Kiem toan mot truong duy nhat co the nham mot trang phong phu la trang mong.
Thu hai, trang co ve phong phu voi nguoi mua co the yeu voi crawler. Neu cac khang dinh quan trong chi nam trong hinh anh hoac chi duoc chen sau khi JavaScript chay, trang duoc lay ve co the chua rat it thong tin. Day la ly do canh bao cua nghien cuu ve mo ta du lieu co cau truc quan trong: da so cua hang xuat Product schema, nhung nhieu ben de truong description qua mong de giai thich san pham.
Thu ba, va la quan sat huu ich nhat, mot doan van theo kieu nha cung cap mat gia tri nguon ngay khi no xuat hien tren Amazon, trang cua hang bach hoa, trang nha phan phoi va trang thuong hieu. Dieu do khong co nghia la mot cong cu tim kiem dang "phat" trang nao. He thong thay nhieu phat bieu gan nhu giong nhau va rat it bang chung van ban de biet nguon nao huu ich hon hoac nguyen ban hon. Mot nha xuat ban viet so sanh, danh gia hoac giai thich tinh huong su dung doc lap se trong nhu nguon tot hon cho cau tra loi.
Cau hoi thuc te khong con la "chung ta co noi dung san pham khong?". No la: noi dung do co thuoc ve dung san pham nay, co xuat hien nhu van ban crawler doc duoc, co tra loi cau hoi that cua nguoi mua va co mang lai gia tri hon ban syndicate gui den moi kenh hay khong?
Mo ta hinh anh: the hien noi dung san pham giong het di tu website thuong hieu den nha ban le va marketplace. Ben canh do, trang bien tap co kiem thu va so sanh goc nhan trich dan AI. Khong dung logo cua an pham that.
Vi sao AI co the trich dan tap chi thay vi trang thuong hieu
Rat de quy tat ca cho uy tin cua nha xuat ban. Cach giai thich do qua tien loi. Nha xuat ban thuong cung cap cho mo hinh thong tin ma trang san pham khong co.
Mot bai danh gia co the noi vai co bi lo khi squat hay khong, kieu cat hop voi dang nguoi nao, san pham ben theo thoi gian ra sao hoac no so voi lua chon khac the nao. Trang san pham chi gom cac cum nhu "nhe", "thoai mai" va "duoc lam cho hieu suat hang ngay" cung cap rat it bang chung cho khuyen nghi mua hang.
Cau tra loi khong phai la bat chuoc van phong tap chi hay chen doan chung chung vao moi SKU. Trang san pham can mang thong tin ben thu nhat: su that rieng cua san pham, gioi han phu hop va khong phu hop ro rang, thong so that va cau tra loi de hieu cho cau hoi cua nguoi mua.
Xay lai trang san pham co the duoc quy cho thuong hieu cua ban
Da so doi ngu khong nen co gang viet lai ca danh muc trong mot lan. Hay bat dau voi san pham co y dinh mua cao va xay lai bon lop thong tin. Khong lop nao dam bao trich dan AI, nhung ket hop lai chung giam kha nang website cua ban chi la mot ban sao khac cua mo ta kenh.
| Lop trang | Nen viet gi | Nen tranh gi |
|---|---|---|
| Tom tat mua hang | Trong 40-60 tu, noi san pham la gi, danh cho ai, giai quyet viec gi va mot gioi han quan trong | Khau hieu hoac mo ta thuong hieu dung chung cho moi kenh |
| Bang chung rieng cua san pham | Vat lieu kiem chung duoc, kich thuoc, tuong thich, dieu kien test, yeu cau bao quan va noi dung hop | Tuyen bo hieu nang, chung nhan hoac trai nghiem khach hang do ra |
| Cau tra loi de quyet dinh | Tra loi trung thuc cho "danh cho ai?", "khac gi?" va "khi nao khong phu hop?" | FAQ mau chi viet de tang do dai |
| Tom tat may doc duoc | Tom tat san pham da bien tap trong description cua Product schema, xac nhan trong HTML thuan | Description schema rong hoac cho giu cho 15 tu |
Co mot phan biet quan trong o day. Kenh can su that san pham nhat quan. Trang thuong hieu can giai thich first-party bo sung. Hay giu du lieu SKU, vat lieu, quy tac gia va thong tin an toan nhat quan o moi noi ban san pham. Nhung dung de trang thuong hieu ket thuc o doan tieu chuan da gui cho nha ban lai. Hay giai thich vi sao san pham phu hop voi tinh huong su dung, thay doi gi so voi mau truoc va nguoi mua can xac minh gi truoc khi mua. Day la lop noi dung chi website cua ban co the so huu.
Mo ta hinh anh: so do giai phau trang san pham bon tang. Gan nhan cac diem cham cua HTML thuan va Product schema. Day phai la so do thong tin bien tap, khong phai giao dien dashboard phan mem gia lap.
Trinh tu khoi dau hop ly cho doi ngu noi dung
Dung bat dau bang yeu cau "viet lai moi mo ta". Thay vao do, hay chay mot vong lap nho co the kiem tra.
- Chon 20-50 SKU gan nhat voi quyet dinh mua. Uu tien san pham co nhu cau organic, phan phoi qua nha ban lai rong hoac xuat hien trong truy van "tot nhat", "cho [tinh huong su dung]" va so sanh.
- Tao fact sheet cho moi SKU. Thu thap thong so, vat lieu, do vua, gioi han, khac biet voi mau gan va bat ky bang chung kiem thu hay chung nhan cong khai nao. Neu khong the chung minh mot tuyen bo, dung de AI tao ra no.
- So sanh voi duplication ben ngoai. Tim kiem trong dau ngoac kep mot hoac hai cau dac trung cua mo ta san pham de xem chung xuat hien o dau. Muc tieu khong phai xoa moi listing kenh, ma tim ra dieu trang san pham khong giai thich doc dao.
- Viet lai tom tat mua hang, mo ta dai va FAQ nguoi mua that cho trang thuong hieu. Sau do xac nhan van ban duoc duyet xuat hien trong HTML do server tra ve va description du lieu co cau truc.
- Theo doi mot tap prompt mua hang co dinh truoc va sau cong viec. Ghi lai thuong hieu co xuat hien khong, domain nao nhan trich dan va landing page co khop voi cau hoi khong. Coi do la vong quan sat, khong phai bang chung nhan qua ngan han.
Them schema tren toan bo website co the nhanh hon. Tao 5.000 mo ta giong nhau cung co the nhanh hon. Khong cach nao giai quyet van de attribution neu trang thuong hieu van khong co thong tin ma doi thu, nha ban le va nha xuat ban khong co.
Bon ket luan sai can tranh
Noi dung san pham trung lap gay phat tim kiem. Nghien cuu khong noi vay. Google da giai thich tu lau rang ho xu ly cac phien ban trung lap bang cach chon canonical. Phat hien o day ve lua chon nguon trong trich dan AI, khong phai co che phat.
Nam muoi tu la muc tieu. Nam muoi tu la nguong do luong, khong phai con so than ky. Tam muoi tu mo ho van cho answer engine rat it dieu de trich dan.
Schema tu no giai quyet van de. Schema giup may hieu trang. No khong the tao ra ban chat rieng cua san pham ma trang dang thieu. Description ben trong phai la tom tat da bien tap, khong phai vo rong.
Trich dan cua nha xuat ban tot nhu trich dan cua brand. No co the giup nhan biet, nhung ben thu ba nhan luot nhap co y dinh cao va so huu loi giai thich san pham. Brand mat co hoi truc tiep de chuyen doi, lam ro va xay dung bang chung first-party.
Quan diem cua Auspia: mo rong cong viec viet den moi trang dang duoc trich dan
Tim kiem AI pha vo mot gia dinh cu ve noi dung: neu moi nguoi thay ten brand, trang brand se tu nhien duoc loi. Hien nay cac trang quan trong can noi dung co the quy nguon, khong chi mot doan van co the tai su dung tren cac kenh.
Day la noi tinh nang viet va dich vu noi dung cua Auspia phu hop. Bat dau voi cau hoi cua nguoi mua va su that san pham da xac minh. Dung Auspia de tao ban nhap cau truc, sau do de nguoi hieu san pham bo sung chi tiet, gioi han va trai nghiem cu the co the kiem tra. Tu do, bien cong viec thanh trang san pham, huong dan mua, trang so sanh hoac FAQ thay vi sao chep mot mo ta chung vao moi kenh.
Voi danh muc SKU lon, Auspia giup dua nghien cuu, viet va review noi dung vao mot workflow: xac dinh cau hoi mua hang dang de chinh phuc, tao va review noi dung trang goc, sau do kiem tra xem cac trang uu tien co tai lieu ro rang, crawler doc duoc de ho tro cau tra loi hay khong. Cong cu khong the chung minh san pham cua ban va khong nen tao bang chung. Vai tro cua no la lam cho viec tao va review noi dung goc de duy tri hon.
Hay bat dau voi mot nhom nho san pham co y dinh cao. Viet nhung giai thich chi brand moi co the dua ra, sau do quan sat mau nguon trong cau tra loi AI thay doi the nao. Ban co the bat dau workflow nay voi Auspia .
Cau hoi thuong gap
Neu AI de xuat brand cua toi nhung khong trich dan site cua toi, toi co nen hanh dong?
Co. Brand mention co gia tri, nhung citation quyet dinh nguoi mua nhap vao dau va trang nao giai thich san pham. Truoc het, kiem tra xem site cua ban co thong tin khac biet, crawler doc duoc tra loi truc tiep cau hoi mua hay khong.
Nha ban le va marketplace co can xoa mo ta san pham cua toi khong?
Khong. Cac kenh can su that co ban chinh xac va nhat quan. Cach thuc te hon la cho trang thuong hieu lop boi canh san pham sau hon, khac biet, gioi han phu hop va cau tra loi mua hang ma trang kenh khong co.
Toi nen viet bai blog truoc hay cai thien trang san pham truoc?
Neu cau hoi cua nguoi mua gan truc tiep voi SKU, hay bat dau bang trang san pham. Neu can giao duc, so sanh hoac boi canh su dung, huong dan mua, trang so sanh hoac bai blog co the la dinh dang tot hon. Ca hai can dong gop thong tin khac biet thay vi lap lai nhau.
Tac gia: Eva Laurent, chien luoc gia tim kiem ecommerce tai Auspia cho hon 10.000 trang san pham. Co viet ve ecommerce SEO, kham pha san pham va hanh trinh mua sam duoc AI ho tro.
