Is there really no need to optimize the time for baby to put on and off the shelves?

#Laogao E-commerce Knowledge# Let’s talk about the optimization of the time of putting on and off the baby. For many Taobao old birds, it is really a suspicion of stir-frying leftover rice, and it is a plate of fried rice without nutrition. We must admit that many facts have proved that the weight of the time to remove the shelves is indeed decreasing, especially the influence of thousands of people on the wireless side. Many people even believe that the optimization of the time to remove the shelves can be directly ignored. But is this really the case? Today, let’s stir-fry leftover rice!

1. Why does Taobao have a 7-day sales cycle?

As old Taobao people know, in the early days, there were two choices for the on-sale cycle: 7 days and 14 days, and later it became 7 days. At the beginning, the original intention of establishing the rules for the removal cycle was very simple: for fairness and for every baby who complies with the rules to show it, the closer it is to the time for removal, the more likely it is to be higher. Note that the more likely it is to be ahead, not sure.

Next, let’s talk about the main things:

When you are punished, it often takes 7 days as a cycle;

If your store level rises or falls for 7 consecutive days, you will find that there are obvious changes in your natural search;

If your DSR score rises or falls for 7 consecutive days, your natural search will also change;

Taobao’s assessment period for new products is also based on 7 days. During the assessment period, the time for removal is very important, and it will be much worse after the assessment period;

I don’t know why it has to be 7 days, but this shows that as long as the 7-day sales cycle exists on Taobao, the removal time must be optimized.

2. How does the baby’s removal time affect the baby’s search ranking

First of all, you must be clear: the time of removal affects the product's organic search ranking, which is only one factor, not the only factor. Just like the college entrance examination, a certain knowledge point in mathematics is just a test point, which will affect your ranking, but will not determine your ranking. However, if you know this knowledge point (this optimization is done well), you will have more confidence than you don’t know.

At the beginning: the closer you are to the time of removal, the more likely you are to be in the top ranking. However, this rule was quickly exploited by some clever people: as long as I have a baby released at every point in time, my store will always be in front? It’s too naive. If you think so, others will think so, and Taobao also knows that this is not good, so the rules for repeating the distribution and repeated opening of stores will come out.

Therefore, the first thing we want to do today is to let you take the weight of the time you take it off tomorrow in different scenarios:

(1) The popularity of keywords determines the weight of the time taken off the shelves

The bigger the words, hot words, or fiercely competitive words, the higher the weight of the time taken off the shelves; on the contrary, the weight of the time taken off the shelves, the unpopular words, or non-competitive words, the weight of the time taken off the shelves is not that important. You can search for some keywords on Taobao homepage, for example, when we search for "Dress Summer", there is no doubt that this is the current big word.

In order not to take up too much space, I intercepted the four treasures in the second line. Did you see the content in the red box (just install a plug-in here. I use the store check, there is no suspicion of advertising. Don't get me wrong, I just use it very conveniently, you can use something else). The remaining time for these four treasures to be removed is within half an hour. I didn't take a screenshot. If you take a screenshot, you will find that this is basically the case on the first page.

Another long tail word: dress summer 2017 new style for women slim fit and slim

I still intercept the four treasures in the second line:

Of course, you can also see that there is a baby, and the remaining time to be removed is 13 minutes, but, for the other models you will find: 5 hours, 7 hours, and 1 hour. What does this mean? This shows that because the competition for big words and hot words is fierce, there are many treasures, and there are many excellent products, Taobao's search engines must adjust the sorting rules through the removal time to show fairness. As for long-tail words, because there are few competing products, they essentially need to recommend excellent products, so the weight of the time of removal will be lowered accordingly.

(2) The intensity of category competition will determine the weight of the time of removal

The more fierce the competition, the higher the weight of the removal time, and conversely, the lower the weight will be. In fact, the principle is the same as the above. When there are many competitors, the sorting rules need to be adjusted through the removal time. The dresses in front are definitely a major category, so we don’t have to doubt this. Let’s look at a small category, such as wolfberry, and then we search for the well-known word “woolberry”:

Have you seen it? It’s normal for the remaining time to take off the shelves for one or two days.

(3) Special circumstances in the new product period

We all know that new products will definitely have traffic support, but there are only a few and different channels. Then the time for removal is a very important matching channel. Why have I been talking about spirals in the past two years? In fact, isn’t it because there is a weight requirement for the removal time of the new product period? Otherwise, what kind of spiral will be? What will you do without a theoretical foundation?

What’s more important is that the optimized removal time is only for new products to some extent. If your baby has been operating for a long time and has a certain weight, then I heard someone say that he should optimize the removal time, and then change the removal time! Don’t do such stupid things, because after you finish doing it, you will find that your baby is very likely to be finished!

So, remember one thing: the time to remove the shelves is optimized, and the optimized products are new products!

3. Give you some tips to optimize the time when your baby is removed

Of course, without this part, this plate of leftover rice would lack a lot of flavor. These little tricks are not very complicated, as long as you are careful, you can do it.

(1) Anyone will have a peak visitor time period

This optimization technique is aimed at stores with a certain foundation. You open your business consultant - traffic analysis - visitor analysis, and then you choose the average data for the last 7 days (be careful not to choose the last 1 day, nor do you choose the last 30 days. There are major accidents. Of course, you should also consider special time points):

This evening is 21:00-21:59pm. This is the peak time period for your visitors. Then, you can give him a definition: the time weight period for removing the shelves. In other words, at this point in time, search engines are willing to give you more traffic (of course, you must also consider whether you have imported a lot of traffic from other channels at this point in time). Then you will be very happy if you arrange new products during this time period! If your transaction conversion is still very good during this period (higher than the industry average), then the search engine will further strengthen your weight during this period.

(2) Don't learn everything from others

I think many times, people will not be able to adapt to some methods and techniques when learning them, so they can just use them. This also leads to why many trainings are photographed: because I used your method, it’s useless. In fact, it is not useless, but it is not suitable for you. For example, when removing the shelves is optimized, you can find a peak transaction period for a certain category through business, and then you also arrange to launch new products at this stage, but what is the result? Useless! Why is it useless?

Because everyone knows that this stage is good, many Taobao sellers are launching new products at this stage, especially those powerful competitors, you sell snacks, but you show it with Three Squirrels. How many opportunities do you have? Therefore, when you take down time, you must learn to avoid strong competitors (the premise is that your own foundation is not good. If you are just three squirrels, what else do you avoid?)

(3) If you can't make it even if the new product period is approaching the time to take off the shelves, it will be difficult

In the new product period, when it is close to the time to take off the shelves, unless your store foundation is bad, or you have something that makes Taobao unbearable, such as violations. Otherwise, you will definitely receive much more display and support than before. At this time, if you don’t seize the opportunity, such as if you don’t have clicks, conversions, or good collection and purchase proportions, then you will have a miserable life in the next cycle. If you give you a chance, if you don’t catch it, you won’t blame others.

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