As we all know, the key to Taobao's operation is marketing. How to make your baby visible to more people and make the store conversion rate soar rapidly, there are two marketing methods in the market at present: paid and free; Although the payment method (through train) can quickly and quickly bring a lot of traffic to stores, this money burning battle is not suitable for all sellers, especially small and medium-sized sellers and new stores.
The title is the traffic portal of the baby, and different titles face different crowd labels and market environments. In fact, even if you are driving a through train, you need a good title to get a better ranking. So, how can we optimize the title so that we can get a faster and better presentation, more accurate access to traffic, and create blockbusters?
I Common mistakes in title optimization
Many sellers often fall into a misunderstanding when optimizing the title, which will lead to future "Step on the thunder".
1. The number of words in the title is not enough. Generally, 30 words are required. However, some sellers may feel that their titles are already very accurate, and they may be burdensome if they write more, but in fact, these 30 words are required and planned.
2. Create your own brand name and put it in the title.
3. Use special symbols.
4. Copying the title of excellent competitive products without dropping a word.
5. Use too many big words, blue ocean words or repeated words.
6. The promotion copy appears in the title.
II Accurate and data based word selection
The keywords in a title include big words, precise attribute words and precise long tail words. For example: snacks (big words), online red bear chocolate biscuits (attribute words). General accurate long tail words =Category subject+more than two attribute words.
After understanding the composition of keywords in the title, to optimize the title of your baby, we should first find high-quality keywords to combine.
1. Search core word data
I have mentioned this many times in my previous articles, so I will not talk about the operation steps in detail. It is to input the required core words in the search term query of the market situation of the business consultant, check the four indicators of search popularity, mall share, number of online treasures, and payment conversion rate, select the data of the last week, download all the data, and put them into In the Excel table, arrange in descending order.
2. Proportion of shopping malls
The proportion of malls in the table is higher than 60% of the words are filtered out.
3. Find high popularity words
Filter out the words in the form whose popularity does not meet the standard (standard: general category 3000, subcategory 1000).
4. Find words with high payment conversion rate
Filter out the payment conversion rate in the table below 8% of the words. Color the words with high popularity and high conversion for later screening and viewing.
5. Calculate competition
That is, the average flow to each person. The two indicators that determine the degree of competition are search popularity and the number of online products. When selecting words, we usually follow the words with relatively high search popularity and relatively few online products. Competitiveness =Search popularity/number of online products. If the highly competitive words are full titles, they cannot be used as references.
6. Word selection
After all the important indicators have been screened, the next step is to select words according to your needs in the comparison table. The keywords should be accurate, fit your baby's characteristics, and show to the people who need them. One thing to note is that if the keywords contain brands, they can't be selected.
Different keywords should be used at different stages.
Early stage: choose the blue ocean words that can let you get the show quickly.
Medium term: At this time, there has been a certain amount of traffic accumulation, which can be replaced by words with high popularity.
Later stage: select words with higher popularity.
III Practical Operation of Popular Item Title Root Word Combination
Pass Front After selecting the words in the six steps, it is the last step to optimize the title - how to combine the titles.
Root
Copy the full title of the baby to Taobao to search, find your baby, put the mouse on the title, and click the right button - Review the elements to see what word roots Taobao has broken down the title into.
As long as your root word is split incorrectly, which is different from what Taobao split for you, Taobao will not show you baby. As long as there is no split error in the root word, the sequence and whether to add space symbols will not have a great impact on the search and presentation.
Take the root word in my figure above as an example. The root word split by Taobao system is bun. If your root word is bun, it will not be displayed by Taobao. Therefore, the key is to split the root word correctly.
In fact, it is easy to optimize the title if it is easy, and it is also difficult to say it is difficult. The key lies in how you optimize the title, and whether there are many details that you haven't considered and noticed when you optimize.
