As a Taobao seller, whether you understand Taobao violations still depends on Taobao’s various regulations, namely deductions and downgrading. If so, please pay attention. If you don't pay attention to violations, then you are the one who is really out.
1. What affects the well-known store’s comprehensive quality score
Let’s first clarify one problem: for the search sorting rules of products, it actually always depends on two factors, namely the store’s scoring factor and the product itself. For a long time, almost most Taobao sellers have focused on factors in the product itself, such as sales, growth rate, conversion rate, average customer price, etc.
In fact, under the trend of "small and beautiful", search engines have become more and more concerned about your store performance, such as your sales rate, comprehensive payment conversion rate, etc., and violations are a very important part of the store's comprehensive search weight, which is just a negative impact.
For example, in false transaction violations, many people often choose full-title or half-title search so that they can find themselves.
This is a very typical "unconventional behavior". You can imagine that when you buy something, if you want to do keyword search, how would you search? A certain product word + attribute word is the most commonly used, such as: long-sleeved dress, Korean style for women in sweatshirt, new casual shoes, heightened inside sports shoes... How likely are you to search for fifteen or even 30 characters? Let’s not talk about whether you can come up with such long words, first think about whether you have the patience to type out so many words on your mobile phone.
Since it is an unconventional behavior, it is easy to be found to be a false transaction. Of course, the facts have also proved that more and more people have been destroyed.
2. The core impact of violations is to restrict your personalized recommendation traffic
Personalized recommendation traffic must be the future trend, which is irreversible. Whether it is the homepage traffic on Taobao, search traffic, or even the future direct traffic, etc., it depends on this personalized recommendation. I have said this many times, and I won't repeat it here.
So what does personalized recommendation technology rely on? The answer is the label, including your store label and product label. The clearer this label, the more recommended traffic you will get. There are many violations that are most serious injuring to the store, which is actually disrupting the store's performance. Common behaviors are as follows, and everyone must be unable to say these behaviors.
1. False transactions
Especially with a large number of false transactions, the well-known impact on the store is to disrupt the store label. What I particularly want to say is: Nowadays, there are many platforms or groups, and they will tell you that our group is very accurate, all of which are college students, mothers, etc. You really believe it! !
For example, you have always sold high-end products, and then you find a platform to prepare for a large number of fake transactions. But have you ever thought: how many people who are truly high-income earn that commission? So in most cases, your tags will be quickly disrupted.
2. Buy the so-called traffic to debalance conversion rate
Never believe in how long will you carefully browse every traffic, and then collect it, etc. You don’t have to consider whether these behaviors will be really “consistent with the rules”. You just need to consider one question: Are the traffic coming in your target group? Does their crowd label match your store label? If it is the same, then there is no problem and it has a good effect because it can also mark you. But what if it doesn’t match (and not matching is the norm)? If it is broken, your original accurate label may have been disrupted, especially when your store is not well-founded and when you are a new store, the negative effect of this disruption will be more obvious.
3. Buy and collect
This is also accompanied by the so-called black search. In fact, the impact of increasing collection volume and increasing purchases is the same as the purchase traffic, and the disruption of store labels is more obvious than the purchase traffic.
3. What are the consequences of title violations?
In fact, similar things include: misplaced attributes, false information, etc. A considerable number of Taobao sellers will choose to "opportunistically" to obtain traffic, such as when drilling for directions, they will target competitors' stores; when choosing the main words of the direct train, they will choose competitors' brand words; when writing the title, they will be smart: they are not brand A, but they write "better than brand A" in the title, hoping to bring a certain amount of free traffic to themselves by searching for "brand A".
But, is this really good?
For example, if you sell electric kettles, the quality of your electric kettle is indeed good. You do come from the same factory as the "Midea" electric kettle, but you are an unknown brand. In order to obtain brand word traffic from "Midea", you wrote in your title:
Production of Midea electric kettle factory
Then we assume that consumers really found you while searching for the keyword "Midea Electric Kettle", and what will happen?
Because he was searching for "Midea electric kettle", in this phrase, what he wanted was a "Midea" brand electric kettle, but the product he saw was not a Midea brand, so the result was nothing more than: if you saw it, you would not click, and if you click in, you would not convert. No matter which one, it will have a great impact on your store. The most basic one will affect your store's comprehensive quality score, and in turn affect the natural search ranking of your products.
Similar behaviors of false information will eventually end up like this. Even if you are "lucky" to be demoted, this behavior will not benefit you.
4. "Swap your baby" not only can't keep the weight but also reduce the power
Every Taobao seller who wants to "change your baby" has a "beautiful" wish: I just need to modify the keywords, attributes, prices, first pictures and other information, and the sales weight accumulated by the original hit products can be directly transferred to the new product.
For example, a T-shirt that I sold very well in spring is long-sleeved. In summer, I want to make it short-sleeved, so I changed the first picture and changed the attributes to one or two, anyway, the others are almost the same;
For example, I have a shirt, which has two types, one is a worse fabric and the other is a better fabric. Now the poor fabric is a little worse, and I have accumulated very good sales and popularity. But this bad fabric is not profitable, so if I want to replace it with a good fabric now, I will make a profit. Everything is the same, including the details page. I just adjust the price, how perfect it is.
OK, let's say you want to adjust the price. Because you have always sold low-end products, and the people you attract are also low-income people, and this product is still popular, it means that both store labels and product labels have been labeled as "low-income people". Okay, then the problem comes. If you change to high-priced products, because of the influence of the original label, the traffic coming in is still low-income people. Then return to the original question: no clicks, no conversions.
Therefore, the "preserving weight" you fantasy not only has not been realized, but your weight has also been reduced!
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