Before starting to optimize the title, let's first ask ourselves a question: traffic or sales? A little further, are we for an order or for a customer?
JD search optimization is not like Baidu search optimization. Our ultimate goal is to win customers. If you agree with this, then let's think about our goal of title optimization: to find customers who need our products (or stores).
Maybe you will feel empty when you start to say these things. The main principle is not to "do". However, many people are easily trapped in the temptation of "flow orientation" in the actual optimization process. Barley E-commerce believes that before doing anything, having a clear goal can get twice the result with half the effort and avoid detours.
1、 Search keywords&closing keywords
If your new product goes on sale, you may be able to find the target keywords directly. But when optimizing the sales of babies, we must pay attention to two background data: search keywords (search for a keyword and click on the product) and deal keywords (search for a keyword and finally deal).
If the data of two keywords overlap highly, congratulations. Your title optimization is successful, accurate and effective. If your two keywords don't overlap much, you should control your desire. The flow of search keywords that do not clinch a deal may be tempting, but it actually accounts for more than xx. After all, the title can only contain 45 characters.
The data of transaction keywords is very important, and many precious transaction keywords are not your expected keywords. Therefore, it is easy to backfire if we do not look at the transaction keyword data before optimizing the title. In addition, recently, Xiao Joy found in his research on title optimization that JD search "embracing change" has improved the weight of effective transaction keywords.
For example, for two products A and B with the same popularity weight, A has the keyword "keyboard membrane" since the beginning and this keyword continues to bring deals. B was later found to be added to the title. If you search for "keyboard membrane", A is better than B. Is this the "intellectual property" that guarantees the baby title?
2、 Key words yesterday, today and tomorrow
Today's e-commerce operators are more and more aware of the importance of data. Basically, the beginners of title optimization will choose title keywords through the data cube. But we should understand one truth: data represents the past.
There is a large amount of traffic in JD Search every day, and the instantaneous changes of product traffic every day may cause changes in sales. Little Joy thinks that sometimes the data of a product may be around the average of the search results for a certain keyword. At this time, several sales increases may have a snowballing effect.
Therefore, when choosing keywords, we should not only refer to the past data, but also have insight into today's keyword trends. Even if you observe the data and industry market for a long time, you should also predict future keyword changes.
1. Yesterday of keywords:
The words in the data compass (official data) are yesterday's data, or seven days' data. It should be noted that many people choose to filter keywords according to the number of searchers by default, while my habit is to filter keywords according to the order of transaction index. Why not think about it.
2. Today of keywords:
As you can see from the drop-down box of JD Search, your customers are also using these recommended keywords today (pay attention to the category matching of keywords, which will be mentioned later).
The keyword soaring list data in the data compass (I told you today's trend yesterday).
3. Tomorrow of keywords:
If you look at the search keywords for a long time, you will gradually find the habits of most customers' search words. Do they like to search for the iPhone 11 case, the iPhone 11 protective case, or the Apple 11 phone case?
If you understand the habits of customers and predict the changes in the market. Is it possible for you to preempt the search data of iPhone 11s before it appears?
3、 Phoenix tail keyword&chicken head keyword
When most people optimize the title, there is probably only one strategy for selecting keywords: the largest number of searchers. With the shotgun strategy, there are many people who want to search. The opportunity to see and click on my product will certainly be greater.
Is that the case?
I once looked at the transaction keyword data of many of my products and found that the effective transaction keyword is often the keyword of "times of search volume".
For example, for 800 radiators sold in a month, the keywords with the largest turnover were "laptop radiator" and "radiator laptop 14 inch".
Scenario A: When Little Joy searched for the main keyword "radiator", he found that most of the top ranking people had sales of tens of thousands in history. Although my product is also shown on the first page, 1. it ranks lower, 2. it has almost no advantage over others' popular products. Although the exhibition volume is large, the competition is more intense, specifically focusing on Power Mind, and customers are more willing to click what most people are buying. As a result, the traffic and sales volume brought by this word are not much.
Scenario B: When Little Joy searches for "laptop radiator", the situation is just the opposite. In this search result page, others are all selling dozens of products. I rank high and have an advantage in sales. Even though the total search volume of this word is not very large, the traffic and sales volume of my product is more than that of the hot word.
So in my opinion, the headline exposure is not more about word segmentation and boring technology, but about the choice and wisdom of chicken head or chicken tail keywords. Think about how to choose the best "chicken head keyword" that best suits the current popularity weight of baby.
Therefore, I suggest that you write optimization diary when optimizing the title. Record the title before optimization. When you find that the traffic and sales volume are not ideal after optimization, you can "one click restore" and summarize the reasons.
If the overall flow and transaction increase after optimization, you can analyze which idea has been confirmed and which method is effective. The power of mind believes that this is experience.
