As we all know, display, click rate, conversion rate and repurchase rate are the four most critical factors that determine the quality of a store. A good title can maximize the ranking of keywords, that is, increase the number of presentations. The purpose of making a good title is to realize that the new product has traffic in the first week and the traffic breaks out in the second week. As we all know, a title has 30 words and 60 words. How to use these 30 words well is a great knowledge. Everyone who contacts Taobao knows the weight, and different keywords have different weights. Moreover, Taobao's search engine will automatically distinguish which keywords are keywords with high weight. If your own title has a high weight, then his traffic will be considerable. Let's talk about the first principle of title optimization, the principle of weight: when we see this, everyone will ask me, how do we know that those words in the title have high weight? What I want to tell you is: which word has the highest weight in your title at present, and the word with the highest score is the weighted word. So what do you think? The following is my operation:
1, open the Taobao homepage and search for keywords. Now is the new season of spring clothes. I take spring clothes as an example and search for spring clothes. Then find the baby, search the full title, and the following results will appear: The underlined part of the above picture shows: "20 16 spring fairy dress is sweet, fashionable and loose, with white sleeves and organza at the bottom" with few search results. Try: "spring dress dress", "spring chiffon dress" and "spring women's organza" because you are searching for all keywords, the search results are as follows. So Taobao assigned you keywords. What is specified here are "spring dress skirt", "spring chiffon dress skirt" and "spring dress skirt organza".
2. So what are the uses of these words? Taobao thinks these words have the highest weight. If we combine the above with the title, search the whole title. If these words don't appear, then we think dresses and women's clothes are the key words, but Taobao didn't read them. Because Taobao thinks that the weight words are different from what you want to express, which shows that our combination method is wrong. All we have to do is modify the keyword order until the above keywords appear. If you are right, then your title is very, very good. Let's talk about another question. People used to ask me. Angkor, one of my colleagues did a good job. Can I copy his title? I won't explain it to you here. I'll show you an example. Let's take spring clothes as an example: similarly, search for spring clothes, then sort by sales volume (because many people copy sales volume first), and copy the whole title, as shown below: Do you see any high-weight keywords recommended by Taobao? Why? Let's look down "There are n people in the same title, because many people copied his title when Taobao read it. Taobao can't see that you have good words, because the repetition is too high, so new products must not copy the title. Let's talk about the second principle of title optimization, the weight principle: what is the function of the word segmentation principle? I gave two answers, one is easy to search, and the other is how to get word segmentation by keyword weighting. Let's look at my following operation: Similarly, today, taking spring clothes as an example, select a baby, search the whole title, put the mouse on the title, and right-click "Review Elements". As you can see, the 30 words in the title are divided into several phrases according to the word segmentation principle of Taobao. What's the use of word segmentation? Let me tell you something: after the baby clinches a deal, the key words of the deal are weighted, and Taobao gives extra points. If the word segmentation is divided into two words, score the two words; By analogy, if it is divided into three words, score three words. Therefore, the title uses as few participles as possible, which is the fastest way to increase the weight and rank. Let's talk about the third principle of title optimization, ranking principle: Taobao's titles are divided into two categories: one is written for consumers (not very common, you can only know the product attributes by looking at the titles); The other is written for search engines (daily things, consumers can click on the details page after reading the title). But the above two points cannot be separated from Taobao's search engine. It says that Taobao can grab words with higher weight in the title, so we must make up our words and let Taobao's search engine think that our words are words with higher weight. Below, let's talk about three principles, how to make Taobao think that our words are words with high weight.
1, the principle of space. I think many people will laugh when they see this. Some people will say, "Bullshit, the title is only 30 words. It is useless to waste it. " I don't know. Explain the principle first (the theory is for better practice, only thinking that practice is dry goods, and I think he can only be a migrant worker all his life): Taobao's search engine thinks that spaces are mandatory separators, and Taobao forces the words before and after spaces to be separated. For example: spring clothes, written together, Taobao will think you are a word, you make spring clothes, Taobao will think you are two words. Taobao search engine has the principle of space weighting, which means that Taobao search engine will weight the words in front of spaces. For example, * * spring clothes * * *, * * spring clothes * * *, those with spaces are more important than those without spaces. This is the principle of space weighting, so you must add a space after the subject. Of course, it is best to use two spaces in the title, because two spaces account for one word, and the title has a total of 30 words, so be sure to use it well.
2, the principle of close arrangement to give you an example, open Taobao, take spring clothes as an example, choose a drop-down word "spring new women's wear 20 16", Taobao's drop-down word is very good. So what is close? It is very simple, that is, there is no space in the middle of the keyword, such as the last drop-down word "Spring New Women's Wear 20 16". How to use the title? We believe that good words are closely related to Taobao's search engine (non-compiled, recommended by the system), so we should write exactly the same words according to the search engine and get extra points (completely recommended by Taobao). This is a good word. Under the same conditions, if you are not close and I am close, my score will be higher than yours.
3, leverage principle The leverage principle of Taobao search engine, also known as the front and back principle, is straightforward to explain, that is, the words before and after the title have the highest weight. For example, leather pants, written in the middle, are not as high as those written in the front or back. Therefore, it is best to write good words in front or behind, and search engines grab them from front to back.
Corporatization means that the owner of Taobao stores (Bazaar Store and Mall Store) entrusts the store's sales, customer service, decoration, optimization, through train and marketing planning to Taobao Company for management, and the professionals of the operating company conduct qualification audit on the stores, and take marketing measures suitable for the stores and products without violating Taobao rules, thus effectively improving the store flow, conversion rate and comprehensive competitiveness of the platform.
Since 20 10, e-commerce has become more and more popular, which has also brought pressure to many traditional enterprises. Many enterprises will be eager to seize the opportunity of e-commerce. And they don't have such talent inside. So they can only solve this problem through external forces. However, this kind of professional e-commerce talents are rarely recruited in the market, so the agency operation companies that help traditional enterprises transform e-commerce came into being. On the other hand, after 20 10 years, some early Taobao sellers have mastered rich Taobao operation capabilities. But they have no advantage in supply. So they chose to cooperate with traditional enterprises with supply chains, one providing goods and the other providing operation teams. * * * Do e-commerce together.