照顾酱·词路篇，手把手带你理解关键词背后的需求，想要做好淘宝，就必须理解词路

Take care of sauce, word road, hand in hand with you to understand the needs behind the keywords, want to do a good job Taobao, you must understand the word road
照顾酱·词路篇，手把手带你理解关键词背后的需求，想要做好淘宝，就必须理解词路

This is a set of theory + practical operation of high-intensity word road practical exercise class!
这是一套理论+实操的高强度词路实操课！

What does the Ci Path course learn?
词路课程学什么?

This course will start from the basic concept of Ci road, the purchase demand behind the keywords;
这套课程会从词路的基础概念，关键词背后的购买需求开始讲起;

Then help you analyze the meaning of each keyword in the business staff index;
然后帮你解析每个关键词在生意参谋里的指数都代表什么含义;

Then teach you how to collect all the word path information related to your product, from which to screen the word path matching your product, split and combine;
再教你如何收集跟你产品相关的所有词路信息，从中筛选跟你产品匹配的词路，进行拆分与组合;

Finally, it will help you to review the difference between the standard and non-standard products in the combination of words.
最后还会帮你复盘标品和非标品在词路组合上的区别。

This course is an intensive combination of theory and practice, which will be applied to business advisors, excl forms, index conversion plug-ins and more.
这套课程是理论加实践的高强度组合，会运用到生意参谋、excl表格、指数转化插件等。

Don't worry about not using, the form and plug-in have the corresponding use method will teach you, as long as you are patient enough, it is easy to get started several times.
不用担心不会使用，表格和插件都有对应的使用方法会教给你，只要你足够耐心，实操几遍很容易上手。

When you can understand this course, you can use the word road coverage table made by this course to plan your SD plan, your through train word selection direction, and so on.
当你能够把这套课程吃透，你就能够利用这套课程做出来的词路覆盖表，去规划你的SD计划，你的直通车选词方向等等。

Because all the words related to your product have been found through this method.
因为跟你产品相关的所有词路，都已经通过这套方法找齐，找全了。

As long as you are patient enough, you can even dig up a lot of blue ocean words.
只要你足够耐心，甚至可以挖掘出非常多的蓝海词。

The rest is to see whether you need to split the needs of the word road, to do the corresponding plan and creative map to open the through train.
剩下的，无非是看你是否需要拆分词路的需求，去做对应的计划和创意图来开直通车了。

Course introduction
课程介绍

As we all know, Taobao is a search-based e-commerce platform
大家都知道，淘宝是个搜索型电商平台

Only when you have shopping needs, will open Taobao search the corresponding demand word road.
只有在你有购物需求时，才会打开淘宝搜索对应的需求词路。

Therefore, the word road is the entrance of Taobao search traffic.
所以，词路，是淘宝搜索流量的入口。

But most people may not have too much sense of the word path will think that it is not just a title, it is not difficult.
但大多数人可能对词路没有太大的感觉会想着不就是个标题嘛，这有什么难的。

If you also think this way, then I guess it is difficult for you to drive through the train, and you do not know which direction SD is going to go.
如果你也是这种想法，那么我估计你很难开好直通车，你也不知道SD往哪个词路方向去走。

Because the word path is only a part of the title, it is more meaningful in that it can clearly reflect the consumer's purchase intention.
因为词路仅仅只是标题的一部分，它更有意义的地方在于，能够清晰的反应消费者的购买意向。

We can make corresponding operation planning by judging the shopping needs behind the Ci road.
我们可以通过判断词路背后的购物需求，来做对应的运营策划。

For example, when a buyer searches for the word dress, the feedback is that the buyer wants to buy a skirt;
比如，买家搜索连衣裙这个词，反馈的是买家想要购买一条裙子;

There was no feedback on what type of dress the buyer liked;
但是并没有反馈这个买家喜欢哪一种类型的裙子;

Because the search results are all kinds of dresses, you can't tell whether your dress can hit the consumer's taste and aesthetic;
因为搜索结果里是各式各样的裙子，你无法判断你的裙子能否打中消资者的品味和审美;

If the consumer searches for "sexy halter dress silk", then the shopping intention is clear, the competitive environment is also clear, because the word road has clearly pointed to a certain style of skirt;
那如果消费者搜索的是“性感吊带连衣裙真丝”，那么购物意图就很明确，竞争环境也很清晰，因为这个词路已经清晰的指向某一种款式的裙子了;

Then you can do the corresponding vision for the word road, and chase down the sales of the same dress, so as to do a good turn.
那你就可以针对这个词路，做对应的视觉，并且去追一下同款裙子的销量，从而做好高点转。

So you know what words are valuable and what words can't be touched at the beginning.
所以什么词路有价值，什么词路初期不能碰，你心里就有数了。

I can say without exaggeration that the word road runs through the operation system of the entire Tao system, whether it is search, or open through train, or even gravitational Rubik's cube and other recommended traffic, it is based on this operation.
我可以毫不夸张的说，词路贯穿了整个淘系的运营体系，无论是做搜索，还是开直通车，甚至是引力魔方等推荐流量，都是以此为基础来操作的。