"The direction of changes in Taobao's search rules must be to allow every operator to have no rules to exploit loopholes!"
If you ask: What content does Taobao’s natural search optimization include? Everyone can basically blurt out: keywords, first pictures, details pages, popularity, comprehensive store quality scores, etc. So when do you need to optimize? What's the problem? I must be optimized only if I think there is a problem, and I must be optimized only if I think the ranking is not good!
Yes, it is precisely because most Taobao and Tmall operators have this idea that natural search optimization is not that simple. But in fact, judging from the overall search trend and the adjustment of search rules, Taobao SEO should be an extremely simple thing, so simple that you don’t need to optimize at all. You only need to do one job when it is put on the shelves: relevance.
So, I often talk about a very philosophical issue: the best optimization is done when it is put on the shelves. If you adjust your baby at other times, it means you are not a qualified operator. Whether it is the price, keyword, first picture, or details page, since you have changed it, it largely means that you did not do well in the past. Why not do it well at the beginning?
1. Why is “relevance” the only core principle
We must believe that no matter which angle we consider, there is only one ultimate goal of search sorting rules: push the most appropriate products to consumers who are most likely to make a deal. You can even understand that all search rules are best adjusted to achieve this.
A college student with a relatively low income searches for dresses on Taobao, which shows that she focuses on styles and the price should not be too high. If it is a new style, it is best to look slim and slim. Then you'd better not recommend the following treasures:
A mother who just had a baby, just open Taobao and the things she bought were likely to be maternal and infant, including diapers, milk powder, baby toys, baby clothing, and postpartum recovery...
Taobao's search engines have a way to judge what kind of natural or behavioral characteristics a consumer has, there are a large amount of data statistics, records of your previous browsing behavior and consumption behavior, etc.
Then, at this time, the search sorting rules will become simple. As long as you do not violate the rules and meet the requirements (regardless of the price or the important attributes of the product, they meet the needs of this consumer), you will have the opportunity to be pushed out. As for weights such as sales, popularity, etc., you can definitely expect that their weight will definitely decrease (even if the weight has risen again in some specific periods, from the overall trend, the weight will definitely decrease, and instead it is the comprehensive quality score of your store. The higher the score, the better).
Because only in this way can all store operators focus their energy on product operations, store operations, and old customer marketing, rather than taking shortcuts by taking shortcuts, which is the situation and scenario that Taobao and Tmall are happy to see.
Therefore, a very important conclusion: if you are ready to go on the shelves, it will determine 70% of your baby's search weight.
2. Determine the most important core modifiers of your baby (especially for major categories)
It is better to first figure out the inevitability of fragmentation. The purpose of this fragmentation will first be achieved through the dispersion of keywords. In other words, in the past, if one of your babies was a hit and very popular, most of the keywords in the title of this baby might have good weight rankings, but now it is different.
First of all, we need to distinguish different stores here. For major categories with more keywords, this is effective. If it is some unpopular categories or small categories with few keywords, this method may be lacking. At that time, only the issue of long-tail keyword layout might be involved. Let’s take the bra as an example and see the title below:
Summer strapless underwear small breasts gathered thick and thin style without steel rings and anti-exposure bra adjustable women's markless bra
The core weight words here refer to modifiers, because you will see that in this title, the most core word must be the product word (or category word): bra, and then for example, small breasts, thick-close, thin style, no steel rings, traces, anti-exposure, adjustment type, these words are called core modifiers. In the past, you were likely to have good weights in combination with product words, but now this situation has improved a lot. I have a mind map about Taobao seller store self-diagnosis model, which allows you to find the core issues of your store, which is very important. After reading it, you can also do self-diagnosis of the store. There will be unexpected gains. If you need it, you can add the WeChat account: xuanweizi88 and request it for free after joining. For example, maybe the weight of "anti-exposure" in your title is relatively high, but the weight of the modifier "thin style" is very low.
In this way, you need to clarify which combination of "modifier + product word" is to be selected as the core weight word in your title. How to do it? Simple, you need to have a standard version of Business Consultant (900 a year, you can order more than one diamond), open the "Market" function module, find the "Search Word Query" function, enter the "Modification Word + Product Word" combination you want to query, such as: a steel ring-free bra
Then select the wireless data for the last 7 days on the results page, and check the "search trend" of this keyword in the search term details.
Then by comparing search popularity, search popularity, click popularity, click rate and other data, you will choose a core weight word, but the premise here is that the modifier you choose is highly related to your baby, and irrelevant keywords are absolutely not available.
Next, there is another issue of keyword layout, because the trend of fragmented traffic distribution is like the keywords in my above case. Because it is difficult for each core modifier to have weight, if the treasures in the store are similar, when choosing the long-tail phrase title, the core modifier should be broken and distributed. Look at the following:
If your first baby is to choose the long-tail word around "no steel rings", then the second baby can revolve around "anti-exposed", and the third baby can revolve around "sexy"... Instead, all the keywords of babies are similar, and the situation that is easy to cause is to compete with yourself. Then there are only a limited number of babies or two in the store that have weights, while other babies have no weights. Of course, this does not mean that when you choose "no steel rim", keywords such as "anti-exposure" cannot be used, but can still be used, but when choosing a long-tail word, you should focus on one.
3. Determine the precise category
Let’s look at the “Search Details”. There is a “category composition” below. Here you can find the optimal category that you should place if you use this keyword as the core weight word:
For example, "Windless bra", the category you should put is: Women's underwear/Men's underwear/Home clothing-Brams
4. The attributes must not be filled in randomly
It must represent the most realistic features of your product. In addition, there is another key point here, that is, if you are a new baby and if you want to get more weights for new products, it should be consistent with the product label of your original store. For example, if the products in your original store are basically "Korean", then if your new baby is in the "European and American" style, then you will get much less support opportunities, or even no.
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