Taobao agent operation: how to get free Taobao traffic

For Taobao shopkeeper, it is very important to improve the natural search traffic for store operation and growth. On the one hand, it is free traffic, and on the other hand, it is very accurate traffic attracted by search, which is very effective in improving the conversion rate of stores.
No matter what stage a Taobao store is in, if it wants to continue to grow and develop, it naturally cannot do without "Taobao free traffic", that is, natural search traffic. The previous search presentation was different from the current one. In the past, as long as the sales volume was higher, the baby ranked higher. However, the current rules have changed a lot. Babies with low sales volume can also squeeze to the search home page. Under today's rules, how does natural search traffic play?

Mechanism behind traffic

If you want to own this part of the traffic, you need to understand its mechanism. Understanding the traffic promotion mechanism of Taobao platform can help us get twice the result with half the effort.

Taobao's buyers are equal to "people", sellers are equal to "goods", and as a traffic regulator, the platform is equal to "market". Buyers need to find the products they want, sellers need to sell to make money, and the platform distributes traffic through the corresponding system mechanism, which is what I understand the relationship between people and goods yards. Both buyers and sellers are customers of the platform, which is the basis of the platform flow. What the platform needs to do is to serve its customers well, so that buyers can find products that meet their needs better and faster, so that more high-quality products from sellers can be revealed to buyers.

However, the platform cannot verify every merchant and every product, and can only judge by big data such as click through rate, collection rate, purchase addition rate, conversion rate, praise rate, repurchase rate, etc. As businesses, we need to improve the performance of these data. Only through accurate access to accurate demand and flow, can we help stores and products achieve high transformation, and then give positive feedback to the algorithm through high transformation data, so as to further strengthen the store label and pull nature's search and recommendation flow.

The basic composition of natural search traffic="keywords" searched by customers+"main map" clicked by products, thus forming "visitors/traffic". For the platform, each presentation is the traffic from the platform to the merchants. For example, the platform gives you 500 opportunities to show your products and competing products respectively, but no one orders your treasures, but 100 people order competing products. Then do you think the platform will give you traffic next? In the same way, you have 100 visitors, and your competitors also have 100 visitors. You don't collect, buy, and convert, but your competitors have. At this time, the traffic of the store is slowly losing. Where has it gone? It is lost to competitive products, which is the official horse racing mechanism.

Master Graph Optimization

I suggest that the first step to improve the search traffic should start from the click rate of the main map. When customers see your product, they will click through the main graphic and visual stimulation, which is often referred to as "visitors/traffic". If the main image of the product is stereotyped, copied, and has no features, it is basically hopeless to click.

The design of the main map requires the seller to coordinate and plan according to the gender, age and income of the target group of his store. On the main diagram, I repeatedly stressed a word: the one second principle, that is, let users receive effective information in one second. The inexperienced sellers can make their own master map from their own store positioning or by referring to competitors. It is important for every small and medium-sized seller to learn from excellent competitors, but remember not to copy blindly.

Title keyword optimization

For a baby, the title is the most important entry for natural search traffic. The search traffic must be based on keywords, and how to optimize the keywords in the title is the top priority. Now the search display is divided into people, thousands of people and faces. Everyone searches different display pages, so we should optimize baby's display ranking according to the basic principles and key points of search display.

The search weight is mostly based on keywords, which are composed of root words. For example, the keywords "T-shirt female summer style", "female", "T-shirt" and "summer style" are three word roots respectively, and the search weight is ranked based on the total weight of these three word roots. If the baby is more neutral and can be worn by both men and women, the click rate and conversion rate of the word "female" are not above the industry excellence, the weight of the root word will be low, and the display ranking will be lower. At this time, the "neutral T-shirt summer style" is easier to get the front display than the "female T-shirt summer style" keyword, so the keyword must be optimized for the crowd.

Reasonable description of treasures and optimization of keywords are the core points to improve natural search. The size of words does not matter. Adding big words but not getting good rankings, no click through rate and conversion rate is futile. Without good data feedback, there will be no good data rising curve, and this baby will be considered as uncompetitive by the platform.

With high weight and high presentation of a small word root, the click rate, conversion rate and pit production will be better than the competitors, and the platform will continue to increase your traffic, so as to help you make a big hit through a small word root in a large category, without too much investment in promotion costs.

How to find the key words close to the baby? The first is to look at your own business advisors, what are the key words for entering the store and transforming them, and to screen the key words with good drainage effect and replace the ones with poor effect. Secondly, you can find some keywords in the industry that have a good search volume and are not covered by your baby. If it is a popular product, you can enlarge the words. If it is a new product, you can start from the keywords with low competition and slowly cultivate the weight of your baby. Third, you can learn from the keywords of excellent competitors for optimization.

Taobao platform is constantly changing. The display principle of treasure and the distribution principle of traffic are also constantly changing. However, for our merchants, we must think from the perspective of buyers, divide people into different groups, improve the score of buyers' purchase experience, and constantly think about how to make products better and serve customers better. These are the directions we need to work hard in changing.