Many businesses want to rank their own babies at the top, so how can they rank their babies at the top? Next, let me tell you some very important factors. If you do well in these aspects, you may be ranked high if you have a small sales volume (or even zero sales volume).
Factors for Baby Ranking 1. The competition category is close to the time of removal.
Why do we talk about the fiercely competitive category separately? Because for the factor of removal time, the weight has become lower and lower under the trend of personalized search. But low weight does not mean there is no, especially for large categories with fierce competition.
We all know that new products will receive search weight support. This kind of support will be achieved through two channels: one is keyword search, and the other is the time to remove the shelves. Because there are many treasures in the large categories with fierce competition, but the display resources are limited, for fairness, there are some new products that are likely to match the display opportunities by removing the time weights when searching for some keywords. The closer it is to the time to take off the shelves, the higher the rankings are. So, sometimes, on the first page of Taobao’s search results, we saw some new products with low reputation in stores, with very few sales, but the ranking was very high, largely because this baby should be removed from the shelves.
The inspiration for our operation is that for major categories, it is still necessary for us to optimize the time of removal, especially in the new product period, which has a relatively obvious effect.
The top baby ranking factor 2. The ranking of your store with high levels during the new product period will be higher
This has been talked about many times, so there is no need to say more about it here. The store level restricts the ceiling of your free organic search traffic. When other conditions remain unchanged or there is no difference, the higher the store level, the more opportunities you can get, especially new products (because new products are supported by natural search traffic).
This is mainly reflected in two aspects: one is hierarchical qualitative change, and the other is hierarchical quantitative change. Among them, quantitative change refers to the rise or decrease of your ranking within the same level. Because this is dynamic, it is impossible that your daily ranking changes will affect your ranking. Under the continuous trend of change, your ranking will be affected.
A better understanding of qualitative change is when you jump from one level to another. At this time, your natural search traffic changes like this: in the first few days, your traffic will drop slightly because you enter a new competitive circle, and then there will be a significant increase compared to the original one. Especially when you change from the second to third level, from the fifth to sixth level, this growth trend is more obvious.
The top baby ranking factor 3. The more your new product label matches your store label, the more opportunities you have
Now Taobao is focusing on personalized search and small but beautiful, so the chances of these keywords being mentioned are getting higher and higher. Therefore, if your new product wants to get a good ranking position and get more display under the premise of very little sales, there is a basic premise: the label of your new product must match your store label.
I won’t talk about the store’s label here. Its formation is related to multiple factors. I will just briefly talk to you in order of importance: the purchase weight is the highest, the purchase weight is the second, the collection weight is the second, the browsing weight is the weight, and the product itself attributes are the label formed.
The formation of new product labels mainly depends on two factors. The first is whether the price, important attributes and other factors match the store label when you launch a new product. For example, the stores sell at low-end prices. If your new baby is at high-end prices, it is a mismatch; the original products in the store are in Korean style, and then the new ones are in European and American style, it is a mismatch. In the event of mismatch, there are fewer opportunities to get.
On the other hand, if new products are purchased by old customers, the weight of this personalized label will be very high and will be marked very quickly. Therefore, it is best for you to have a clear old customer marketing plan when operating. When you are launching new products, you can break through old customer marketing. This will have a very obvious effect on strengthening personalized search tags.
Top baby ranking factor 4. The higher your conversion rate in the same channel, the better your search performance will be.
Note that I have specifically emphasized here: the higher your conversion rate through the same channel, the better your search performance will be. This is equivalent to adding points to your search performance through performance from other channels. Let’s take the most commonly used direct traffic as an example. If your direct traffic conversion rate is higher than the industry average, then search engines will think that your product should be good. Since it is a good product, I recommend it, so this is a plus point.
Many people are struggling with one thing: whether the direct train will weight the search. In fact, driving behavior itself has no impact. What affects the effect of your driving is, which will determine whether you will give your search points and how many points you add. So, if you are a driver without a license and your driving skills are not good, you should first try to train your driving skills and then think about driving. Otherwise, the search given to you will be a score deduction.
Top baby ranking factor 5. The higher the average customer price you can create, the more opportunities you have
In the case of equal opportunities, the higher the average customer price you can create, the easier it is to get the favor of search engines. This is normal. For example, if there are also 1,000 opportunities, product A can generate 2,000 sales; product B can generate 4,000 sales. Then, it is obvious that product B can get more preferences from search engines.
So, don’t always think about low prices, because the lower your price, the greater the sales you need to rank at the top. For example, if you sell for 10,000 yuan, you need 200 yuan in sales, but when your average customer price can reach 100 yuan, you only need 100 yuan in sales. So, we will see that many products with relatively low-priced customer prices on Taobao are now sold in combination, selling several in groups. For example, socks:
From this we can see that it is not a particularly reliable thing to always think about price wars, because the lower your price, the greater the sales you need.
The top baby ranking factor 6. The longer you can make consumers stay in your store, the more opportunities you will have
The longer you stay in your store, the better your customers' stickiness is. This is in line with Jack Ma's idea: let consumers regard shopping on Taobao as a leisurely pleasure. The longer they stay on Taobao, the greater the possibility of conversion. So, if you can keep consumers in your store for as long as possible through tonal store design and detailed page design, write stories, associate sales, and interesting event design. Then you will give search engines a very good impression and thus give you more opportunities.
The top baby ranking factor 7. The fewer the same product you have, the more opportunities you have
This is determined by Taobao's new product. The newer your product is, the fewer the same model, the more opportunities you will be given, because at this time, it will not be able to judge whether you are popular in the market for the time being, so I will give you more opportunities. So what are the standards for Taobao search engines to determine whether it is a new product? There are four main ones: title, first picture, details page, and important attributes, so when you optimize, you also optimize from these points.
And the key here is: the first picture and the title. After you write the title and make the first picture, search in the search box on Taobao. The fewer babies appear, the better.
The top baby ranking factor 8. The better the collection and purchase indicators, the better your ranking will be.
The collection and purchase indicators are mainly very important in the first week. The better you do these two indicators in the first week, the better your ranking will be. Therefore, you can check the average value of your category collection and purchases in the industry market. If your two values can be higher than the average level, then your ranking will be very good. Even if your sales volume is not high, you can still get a very good ranking.
Even if the baby sells less, as long as you do the above 8 aspects well, the chances of Taobao baby ranking higher will become greater and greater. Come on, merchants!
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