Unit3 Chapter 2- Title Description (课件）-《跨境电商实务英语》同步教学（中国人民大学出版社）

Chapter 2 Chapter 2 Title Description 03 Mini-Project 02 Passage Reading 01 Warming-up 目录 CONTENST After studying this chapter, you are expected to: Acquire basic knowledge about product title description on Cross- border E-commerce platforms Learn the relative words and expressions Understand the procedure of writing a good product title description on Cross-border E-commerce platforms Develop a serious and practical work style Learning Goals Chapter 2 PART ONE / Warming-up 01 Task Title description is important to a product. Look at the following two products, and discuss with a partner about how the title description looks of each product. Chapter 2 PART TWO / Passage Reading 02 Title Description Title description is usually the first step of releasing products, and is crucial to Cross-border E-commerce products. When buyers select products on third-party Cross-border E-commerce platforms, they often search through keywords. A good title allows products to be searched by buyers, maximizes the page views of products, increases product exposure, improves product ranking, as well as stimulates buyers’ desire to buy. A good title description should stimulate buyers’ desire to buy immediately after they see the title and without even clicking into the details. The first thing to follow is that we need to make sure the title description is a collection of product keywords. Therefore, we must put the core and most accurate keywords of products in the title description. In general, title description consists of core words, attribute words, long-tail keywords,etc. In simple terms, the core words are the keywords to describe the products. For example, the core word of a women’s dress can be “dress” or “women’s dress”. Attribute words are used to describe products’ attributes, such as color, size, material, style, use, etc. Long-tail keywords, also known as flow words, refer to the keywords that do not have much relationship with the products, but can bring more page vie