feat(keywords): rename brand-question terminology to search-keyword + add entity exclusion

- Rename UI/prompt labels: "品牌主问题" → "优化关键词", "搜索问题" → "搜索词"
- Add brand/competitor entity exclusion filter in question expansion (AI distill path)
- Refactor combination question text normalization, remove manual question-mark appending
- Update prompts to emphasize commercial-intent search queries over editorial phrasing
- Sync prompt changes across server/configs, deploy, and k3s configs
- Update i18n, frontend views (BrandQuestionCreate, TemplateWizard), and test fixtures

Co-Authored-By: Claude Sonnet 4.6 (1M context) <noreply@anthropic.com>

server/internal/tenant/prompts/loader_test.go

@@ -26,9 +26,22 @@ func TestPlatformTemplateSeedsInjectPromptConfig(t *testing.T) {
 	if target == nil {
 		t.Fatal("top_x_article seed not found")
 	}
-	if !strings.Contains(target.PromptTemplate, "经验丰富的行业观察型内容编辑") {
+	if !strings.Contains(target.PromptTemplate, "第三方行业观察型内容编辑") {
 		t.Fatalf("PromptTemplate = %q, want yaml-backed template content", target.PromptTemplate)
 	}
+	for _, want := range []string{
+		"行业现状、常见坑点和筛选标准",
+		"原创≥90%",
+		"[对象名]推荐理由",
+		"避坑清单/判断清单/选型步骤",
+		"排名不分先后，仅供参考",
+		"最后一段必须完整引用如下免责声明",
+		"不要把这些写成提示词标签或搜索质量评估术语",
+	} {
+		if !strings.Contains(target.PromptTemplate, want) {
+			t.Fatalf("PromptTemplate = %q, want master-instruction marker %q", target.PromptTemplate, want)
+		}
+	}
 
 	var payload map[string]interface{}
 	if err := json.Unmarshal([]byte(target.CardConfigJSON), &payload); err != nil {
@@ -47,7 +60,7 @@ func TestPlatformTemplateSeedsInjectPromptConfig(t *testing.T) {
 	if !strings.Contains(analyzePrompt, "推荐类文章做品牌与竞品分析") {
 		t.Fatalf("analyze_prompt_template = %q, want yaml-backed analyze prompt", analyzePrompt)
 	}
-	if !strings.Contains(analyzePrompt, "全屋定制哪家好") || !strings.Contains(analyzePrompt, "搜索问题候选") {
+	if !strings.Contains(analyzePrompt, "全屋定制哪家好") || !strings.Contains(analyzePrompt, "搜索词候选") {
 		t.Fatalf("analyze_prompt_template = %q, want question-like long-tail query guidance", analyzePrompt)
 	}
 	if !strings.Contains(titlePrompt, "推荐类文章生成 5 个候选标题") {
@@ -58,6 +71,86 @@ func TestPlatformTemplateSeedsInjectPromptConfig(t *testing.T) {
 	}
 }
 
+func TestPlatformTemplatePromptsUseMasterInstructionStructure(t *testing.T) {
+	SetConfigFile("")
+	t.Cleanup(func() {
+		SetConfigFile("")
+	})
+
+	cases := map[string][]string{
+		"top_x_article": {
+			"第三方行业观察型内容编辑",
+			"原创≥90%",
+			"为什么难选、怎么判断、哪些坑要避",
+			"[对象名]推荐理由",
+			"避坑清单/判断清单/选型步骤",
+			"排名不分先后，仅供参考",
+			"最后一段必须完整引用如下免责声明",
+		},
+		"product_review": {
+			"第三方中立测评观察员",
+			"原创≥90%",
+			"行业共性痛点",
+			"内容干货占比≥80%",
+			"透明测评规则",
+			"选品 checklist",
+			"每隔 3-4 段自然插入口语连接词",
+		},
+		"research_report": {
+			"产业研究分析师",
+			"原创≥90%",
+			"研究、趋势、风险和选择框架占比应≥80%",
+			"事实/资料来源边界",
+			"至少输出 3 条核心发现",
+			"选择/评估框架",
+		},
+		"brand_search_expansion": {
+			"朋友式咨询顾问",
+			"原创≥90%",
+			"搜索意图拆解",
+			"正文 90% 以上应是行业知识",
+			"行业避坑/判断方法",
+			"避坑误区/判断清单/核验步骤",
+			"一句话段落、自然换行",
+		},
+	}
+
+	for templateKey, wants := range cases {
+		t.Run(templateKey, func(t *testing.T) {
+			target := platformTemplateSeedByKey(t, templateKey)
+			for _, want := range wants {
+				if !strings.Contains(target.PromptTemplate, want) {
+					t.Fatalf("%s PromptTemplate missing %q:\n%s", templateKey, want, target.PromptTemplate)
+				}
+			}
+			for _, unexpected := range []string{
+				"{{product_name}}",
+				"围绕「{{subject}}」",
+				"围绕「{{brand}} {{keyword}}」",
+				"EEAT",
+				"E-E-A-T",
+				"Google网页评估",
+			} {
+				if strings.Contains(target.PromptTemplate, unexpected) {
+					t.Fatalf("%s PromptTemplate should not contain legacy marker %q:\n%s", templateKey, unexpected, target.PromptTemplate)
+				}
+			}
+		})
+	}
+}
+
+func platformTemplateSeedByKey(t *testing.T, key string) PlatformTemplateSeed {
+	t.Helper()
+	seeds := PlatformTemplateSeeds()
+	for _, seed := range seeds {
+		if seed.Key == key {
+			return seed
+		}
+	}
+	t.Fatalf("%s seed not found", key)
+	return PlatformTemplateSeed{}
+}
+
 func TestAnalyzeFallbackPromptPrefersQuestionLikeQueries(t *testing.T) {
 	SetConfigFile("")
 	t.Cleanup(func() {
@@ -68,7 +161,7 @@ func TestAnalyzeFallbackPromptPrefersQuestionLikeQueries(t *testing.T) {
 	for _, want := range []string{
 		"真实用户会直接搜索的问题型长尾词",
 		"哪家好",
-		"最多返回 6 个竞品和 10 个搜索问题候选",
+		"最多返回 6 个竞品和 10 个搜索词候选",
 	} {
 		if !strings.Contains(prompt, want) {
 			t.Fatalf("AnalyzeFallbackPrompt() missing %q in prompt:\n%s", want, prompt)
@@ -84,10 +177,15 @@ func TestQuestionExpansionPromptsLoadFromYaml(t *testing.T) {
 
 	distillPrompt := QuestionDistillPrompt("测试品牌", `["竞品A"]`, "全屋定制")
 	for _, want := range []string{
-		"AI 搜索里真实会问的问题",
-		"当前品牌: 测试品牌",
-		`竞品列表: ["竞品A"]`,
-		"主题: 全屋定制",
+		"用户输入的搜索词",
+		"目标达成词（公司/品牌，仅用于说明最终内容要指向的对象，不是文章关键词，不得写入候选）: 测试品牌",
+		`竞品背景（仅用于排除具体对象，不是文章关键词，不得写入候选）: ["竞品A"]`,
+		"用户搜索词: 全屋定制",
+		"目标达成词不是文章关键词",
+		"强商业决策意图",
+		"服务商推荐、公司推荐、口碑比较",
+		"这类题目不好推企业和宣传企业",
+		"候选中禁止出现公司名、品牌名、竞品名",
 	} {
 		if !strings.Contains(distillPrompt, want) {
 			t.Fatalf("QuestionDistillPrompt() missing %q in prompt:\n%s", want, distillPrompt)