How can a store with zero foundation make traffic counterattack through title optimization?

Title optimization has always been the top priority for opening a store. Natural traffic is often obtained by us. Let’s teach you how to counterattack through title optimization in the store with no foundation!

Combined with a new Tmall store that has just opened in operation, let’s take a look at how important title optimization is for new stores and how to better optimize titles.

This Tmall store has no homepage traffic support, no activities, and there is no style store in Tmall store. After our operation took over, we analyzed and formulated an operation plan. The core of the initial core was to work hard on SEO optimization. Our operation focus was on optimization of titles.

Let’s take a look at the basics of the store:

For merchants who cooperated at the end of November, you can see that since November, visitors have been falling since Double Eleven, and the lowest daily visitors have fallen to 2,500:

After optimization, store data:

After our operations were optimized, there was a certain decline after the rise. This is normal, but the decline data was higher than before the rise. After the Spring Festival, my visitors continued to be higher than my level. The current search visitor data for this store is: rise-fall a little bit-stable-rise-re-stable.

On the other hand, after the store traffic increases, it is necessary to ensure stability, and the store's sales must be kept synchronized. If the conversion is not done well, it will not help the store, but will drag down it down. In addition to the improvement of details and services, the operation will also set up targeted store activities, and combine the design poster promotion, and the transformation will also come up, and a new store will slowly get on track.

This shop is a couple outfit shop. Valentine's Day is the highlight of the shop. Appropriate control is required before the festival. If the explosion is too early, it will affect the effect of the event. After the event page is on, it is expected to explode today. Valentine's Day is also a very important time for stores to accumulate old buyers. At present, new stores need more old buyers to accumulate operations, laying the foundation for many major promotions and marketing activities in 2017.

Everyone has seen the data optimized through the title, right? How important is reasonable title optimization for the store! But, how to do title optimization?

1. Keyword selection

1. System recommendation words

The system recommends keywords with a certain search volume in the category. In the early stage of the plan, you can choose more concerns with "optimal" and "jin" marks. The display and click conversion rate of these words will be higher. The click feedback will be better in the early stage, which is conducive to the increase in weight. Potential words can be used as a supplement. Now is the era of wireless. It is recommended to select "mobile phone label" in the system word and refer to the wireless terminal more.

2. PC/wireless pull-down words and “recommended” words

There are two ways to find words on the PC side. Generally, these words are words with very high search index. We need to find words with higher correlation with our baby in these words and add them to the title. However, some search terms change relatively quickly, so data analysis is needed in the later stage and replace some of the words that are not very effective to maintain the conversion rate!

Recommended words and tips for wireless terminals. The drop-down words on the wireless side are more visible than the drop-down words on the PC side. Because it is inconvenient to type on the wireless side, buyers usually search through the drop-down words. The same sentence is the same. Now it is the era of wireless, so when you want to make a title, you should pay more attention to the drop-down words on the wireless side, choose words that are highly correlated with your baby, and add them to the title!

3. Business consultant-In the market, search terms and hot word query

In the last time I shared with you the [New Product Techniques and Precautions], I also shared with you the business consultant selection words. The main choice is two types of words, one is traffic words, and the other is conversion words, the paths are: (Business Consultant-market quote-search keyword query-search keyword-related search terms), (Business Consultant-market quote-industry hot word list-popular long-tail words)

4. Select words for traffic analysis of the express train

If you drive a direct train, you can also find the drop-down words in the direct train-tool-traffic analysis, enter the keyword you want to query, click the promotional word to download, and then the relevant long-tail words for the keyword on the last day or the previous date will pop up, and find words with high correlation with baby, and display some words with large index, relatively high click-through rate and click-through conversion rate will be added to our title.

2. Keyword combination

Taobao’s titles are divided into two categories:

One type is for consumers to see (you have to look at the title to know the product attributes); the other type is for search engines to see (the consumer can click on the details page after reading the title). But both of these points require Taobao’s search engine.

The above mentioned that Taobao can capture words with higher weight in the title, so we must make our words so that Taobao’s search engines think that our words are words with higher weight.

1. Space principle

Let me explain the principle to you: Taobao's search engine believes that spaces are forced separators, and Taobao forces the words before and after spaces to separate. For example: if you write it together, Taobao will think of you as one word. If you type it into spring clothes, Taobao will think of you as two words. Adding spaces is to force word segmentation, which is conducive to the weight addition of keyword search, so it is still very necessary.

Note: In the title, it is best to use 2 spaces, because 2 spaces occupy one word, while the title has a total of 30 words, make full use of it.

2. The principle of tight arrangement

Open Taobao, take spring clothing as an example, and choose a drop-down word "Spring Clothing New Women's Clothing 2017". The drop-down words on Taobao are all very good. What is tightness? There is no space in the middle of the keyword, such as the drop-down word above: "New Spring Wear Women's Clothing 2017". We think good words are tight in Taobao's search engine (system recommended), so we have to write them according to the search engine, which is also weighted.

3. Leverage principle

The leverage principle of Taobao search engine, also known as the front and back principle, means that the word at the front and last titles have the highest weight. For example, a dress is written in the middle but not in the front or back height. Therefore, good words are written in the front or back, and search engines are grabbing from the front and back to the middle.

3. Keyword word segmentation

Word segmentation, one is for the convenience of searching, and the other is keyword weighting.

How to participle words? Search the full title, put the title with the mouse, right-click - review the elements, and you can see that your title is divided into several phrases. The participle here is mainly used in combination with spaces.

After the title is optimized, it is necessary to test the effect of keywords through a period of click and conversion rate observation and continuously optimize.

Several major misunderstandings that are most likely to occur in title optimization

1. Should the title be readable?

Answer: If the main picture shows the product needs, clothes and shoes do not need to be readable too much, and it can only deal with search engines; if it is a functional product, such as a washing machine, TV, and computer, the buyer needs to read the title before clicking, so it needs to be readable.

2. Can you optimize the title frequently?

Answer: For small categories, if the drainage title is fixed and there is no problem after testing, don’t change it. For the big tears, it is recommended to optimize the title after the new product is put on the shelves for one week, and optimize it at most once a week, no more than 5 Chinese characters each time.

3. Should I add spaces to the title?

Answer: Adding spaces is to force word segmentation, which is conducive to the weight addition of keyword search, so it is still necessary.

4. Can you copy the title of a good product?

Answer: Try not to copy this. First, Taobao hopes to diversify and differentiate; second, if you have a new product with the same name, you will definitely be ranked high with high sales.

5. Should keywords be piled up?

Answer: The title can be edited in a total of 30 characters. The well-edited title is really worth a lot of money. Judging from the search for unpopular products on Taobao, the stacked products have poor sales and are not ranked very high, so we can try to use non-repetitive keywords to increase exposure.

6. Should words with large traffic but not related to the product be used?

Answer: Please do not use this under normal circumstances, because large traffic and low conversion rate will have a great impact on the store.

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