5 search trends that can double your free traffic_E-commerce training

　　Regarding the search on Taobao and Tmall, let’s first clarify these questions, and then the others are easy to say:

　　(1) The search rules for each category, different store foundations, and even different time periods are different. For example, at the time of the Double Eleven promotion, the search rules will definitely be adjusted.

　　(2) The factors that affect the baby ranking are dynamically changed. This change will be adjusted with market demand, market environment, technology maturity, etc. It is very likely that this factor today is not important, but will become very important tomorrow.

　　(3) There are many such influencing factors, and the weights of different factors vary greatly between different categories. If not fully counted, there may be more than 200 such direct or indirect influencing factors.

　　Therefore, the conclusion is that the ultimate goal of the search algorithm is to make no loopholes to be exploited. Therefore, it becomes particularly important for us to be able to grasp the trends of search changes. Finally, I will send a mind map of "Practical Process of Transformation from 0 to Operation Experts", which I believe will be of great help to everyone's overall operation)

　　So, in 2018, what are the possible search trends that are worth our attention?

　　1. Don't doubt the new product support

　　I don’t understand why there are always people who suspect that Taobao may not give new products opportunities. This is not something that Taobao can decide at all, but something that the entire market demand is determined by you. You must constantly launch new products and new stores. In 2018, due to competitive pressure from all aspects, at this point, "universal Taobao" will be more fully reflected, and then new products will be better supported.

　　For two reasons: the first is to make consumers feel fresh and think that Taobao can really get good things; the second is to let more babies and sellers participate in the construction of the Taobao platform as much as possible. If all traffic is given to some old products and sellers, it will affect the healthy development of the platform.

　　Then at this time you need to have a clear understanding of the new product. There are two types of new products on Taobao. One is that all stores are new and new treasures, which can be called new products. Another type is the new platform product. This kind of treasure does not have the same model on the platform, or there are very few same models. Then at the beginning, you will be given a certain amount of traffic. Of course, this kind of support will be given according to the actual situation of your store, such as the category you are in, your store level, etc.

　　Of course, when you are supporting you, you must be able to seize the opportunity, that is, you must perform well during the support period. Here, Taobao will focus on assessing several indicators during your support period. The first thing to be affected is click rate, that is, your ability to seize opportunities is, followed by conversion rate, old customer repurchase, etc. So, what will Taobao use to provide you with such traffic support?

　　There are mainly two channels, one is through keywords, and the other is through the removal time. So, I have always said that when you are doing Taobao, don’t ignore basic optimization, because this will increase your chances. For example, the optimization of choosing long-tail words, such as the time slot removal, the optimization of new products, etc.

　　2. Relevant data from old customers will be more conducive to search

　　Because of personalization, you will find that those stores with higher loyalty and good marketing practices for old customers will get more and more opportunities.

　　Under such a premise, if the platform wants to further increase sales, it can only start with two other indicators that affect sales: customer unit price and repurchase rate. In the practical sense of these two indicators: you can dig the value of each traffic to a high level, that is, increase traffic to Taobao in disguise. A customer only comes to buy once, and the traffic is different from buying many times.

　　Therefore, it is foreseeable that in 2017 and the next few years, if anyone can make more breakthroughs in repurchase rates and customer unit price, Taobao will provide more traffic support. Here we can give two opinions:

　　(1) Opinions on increasing the repurchase rate

　　There is no doubt that this is definitely an emphasis on old customer marketing. Marketing for old customers is not simply sending text messages to old customers, just sending Wangwang messages. You need to do the following tasks according to the actual situation of your store:

　　Create a customer profile. When did the customer buy it, what he bought it, how many times he has purchased it, and the basic situation of the customer, it is best to establish these. There are also many software that can implement this function. If it really doesn't work, you can use EXCEL to solve this problem. For example, if you sell tea, you can build the customer's preference for tea, the frequency of drinking tea, etc. into files to facilitate marketing.

　　The results of long-time phone customers are the best. At least from now on, using phone calls to chase sales is better than SMS, Wangwang, etc.

　　(2) Opinions on increasing customer unit price

　　The main task here is to do related sales well, and do related sales in the recommended way, not simply list them. For example, if you sell shirts, you can naturally recommend shoes, casual pants, accessories, etc. in the details page. This is what Taobao hopes to see. Isn’t this the routine for internet celebrities?

　　3. Store traffic can be self-sufficient

　　In fact, from the perspective of overall business development, this should be the case. In the early stages of development, Taobao wanted to provide some traffic for each seller, but it was impossible to always support you. You should always learn to support yourself, that is, you can attract traffic yourself.

　　For example, Taobao has been promoting e-commerce socialization, and Taobao’s layout on Weibo is actually trying to find ways to encourage sellers to attract traffic from outside the site. So, I have been saying that in 2017, whoever can attract accurate off-site traffic will receive more support from search engines.

　　In addition, there is also the focus on content marketing, which you must pay attention to, such as Weitao, Taobao Toutiao, Taobao Live, etc., and you must play well in these platforms and traffic channels. In terms of attracting off-site traffic, there are many platforms: such as major websites, Weibo, etc., and new tools will appear in the future.

　　4. How does sales affect search

　　Everyone knows that Taobao does not display transaction records, but what I want to tell you is that not display transaction records does not mean that sales weight is gone. On the contrary, I think the sales weight will definitely be there and it is not low. Why? Because you think, when the transaction records were displayed, there were some buyers who bought because of the motivation of following the crowd. But if the sales data are still performing well now, it means that this product is really good, not just the herd effect.

　　But everyone should pay attention to the impact of different sales on search weights. Obviously, the sales weight brought by keyword search must be much higher than that of live broadcasts, Taobao customers, etc.

　　5. The trend weight of DSR score will increase

　　We know that in the past few years, on the one hand, Taobao attaches great importance to sales and popularity, and on the other hand, some illegal operations are more likely to affect DSR scores. Therefore, the DSR score has a very low weight in terms of affecting the product's organic search ranking. However, with Taobao's various reforms, the weight of DSR scores is gradually increasing.

　　However, because the DSR score changes dynamically, the rise or decrease of a single day will generally not affect the product's natural search ranking. What really affects rankings is the trend weight of DSR scores. What is trend weight? Continuous rise or continuous decline, this becomes more important. This category we have tested has basically been valid.