As Taobao’s searches become more and more personalized, various search habits will appear, so it is particularly important for Taobao’s operation and promotion of word selection! Although Taobao has given rules in this regard, we still need to understand in detail how to do it so that we can better operate the store!
Now Taobao platform is a world of personalized search, so it is more important for everyone to choose the most awesome core word for their babies, because this fragmentation of traffic not only refers to the fragmentation of channels, but also includes the fragmentation of keywords. So how to choose words?
Find core related modifiers that best represent the baby's characteristics in business consultants
Note that the premise is: the one that best represents the baby's characteristics and the one that best represents the baby's attributes. Without this premise, no matter how good the data of this word is, it has no meaning.
Open the Business Advisor (requires standard version or above, 900 yuan a year), and then in the market function module, there is a search term query, click the search term query, enter baby words or category words (such as dresses, facial masks, T-shirt men, etc.), and then check the wireless data in the past 7 days. I'm going to emphasize this:
First of all, choosing 7 days instead of 1 day or 30 days will avoid the abnormality of single-day data, and on the other hand, it will maximize the problem of off-peak season cycles caused by too long time periods.
Secondly, Taobao’s wireless traffic is now very large, so large that when choosing words, you can temporarily ignore the PC side.
Then click "Association Modifier"
Among these recommended modifiers, you should make a choice based on the actual situation of your store. For example, if the store has a good foundation and a high level, choose to search for words with high popularity. If the level is low, focus on the conversion rate indicator. If it is a new store, focus on the average click rate indicator as much as possible. However, one premise should be paid attention to. The most core indicator is: this keyword can represent the attributes of the baby.
This step is the most core link, because the following includes the design of the first picture, the refinement of Taobao selling points, the design of the details page, the selection of long-tail keywords, etc., which will all revolve around this core modifier. After choosing, a certain analysis of this core weight word is needed.
According to our operating experience, the indicators you need to examine are: search popularity, click rate, mall click ratio, online baby number, and payment conversion rate. Let’s explain them separately below.
Search popularity - This indicator does not represent the number of searches. This is an indexed data, but at least you should know that search popularity 1,000 is better than search popularity 800.
Click-through rate - This indicator has become very important in the past two years, especially for new products. With the advancement of personalized search technology, the conversion rate will definitely stabilize at a relatively high level. At this time, the importance of click-through rate in the entire search will be highlighted because it represents your ability to seize opportunities.
Mall click proportion - many people will ignore this factor, and in fact, this is still very important especially for C-store. If you are in a store C, you should remove the words that account for too high a store click. If you are in a store B, you should remove the words that account for too low a store click.
Online baby number - represents competitiveness. Generally speaking, the fewer online baby number, the better, and the smaller the competition. But you should pay attention to abnormal data, because if some words are abnormal words, the number of online treasures will be very small.
Payment conversion rate - Needless to say, this data is relatively easy to understand.
Everyone needs to consider these indicators comprehensively and see which words are suitable for them. Remember, the core of word selection is still: relevance. As long as it is an irrelevant word, it is absolutely unusable, no matter how good its data is.
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