[E-commerce Operation] Is it the culprit that affects search ranking?

　　Recently, many students have reported that the rankings have declined, or they have finally improved the rankings. Not only has sales decreased, but the traffic has also decreased. The editor talked with the company's lecturers and operation colleagues on this situation. The fundamental problem is that a large number of merchants do not understand the rules of search sorting, the meaning of search feedback, and the basic definitions of relevance and popularity. Therefore, the editor hopes that merchants can start from the source of the problem through this article.

　　Search sorting is actually to display the products that match keywords in sequence according to the degree of satisfaction of consumer needs, with the purpose of helping consumers find the products they need quickly and easily. In addition, consumers can also accurately screen products according to certain conditions. Search sorting must be traceable, and there will inevitably be certain rules to allow merchants to adapt to the platform's policy adjustments. The search sorting rules of the platform mainly include sorting rules and indexing rules. The sorting box module is divided into five aspects: comprehensive, sales, reviews, new products, and price. For us, the largest entry point for traffic is comprehensive sorting. Other modules can serve as reference, and the proportion of each module is constantly changing, but there is no need to worry about the difference. We know that comprehensive sorting is the most important. If the sales volume is ranked first and the comprehensive sorting is back, and the daily sales are normal, this will serve as a warning. Be sure to pay attention!

　　The sorting rules are mainly aimed at comprehensive sorting, and are divided into text relevance, category relevance, product popularity segment, search feedback, price model, brand model, new product model, store and brand interspersion, etc. These play a major role in our product ranking.

　　Text relevance means whether the text description information of the product is related or matched by the search keyword.

　　Category correlation refers to the difference between the correlation between keywords and different categories and is calculated comprehensively through the search system. Keyword search sorting rules are the result of the combined influence of multiple factors, so when other ranking factors are the same, the category affects the comprehensive score of sorting.

　　Product popularity not only affects the sales volume of the product, but also affects consumers' trust and recognition of the store to which the product belongs. The factors that affect product popularity are as follows:

　　a. Product sales over a period of time

　　b. Sales, in order to prevent low-quality products from occupying important placements and affecting consumer experience, sales are used as one of the factors to participate in the calculation of product popularity scores.

　　c. Consumer comments, consumer comments reflect consumers' satisfaction with the product; the product quality is proportional to the praise rate.

　　d. Product attributes. Product attributes are an important channel for consumers to understand products. The mismatch between product attribute information and product will reduce consumer experience. The consistency of product attribute information and product is another important factor affecting product ranking, so the attributes must be accurate.

　　In addition to the above factors, consumer attention is also factors that affect product popularity.

　　Search feedback is the behavior of clicking or purchasing a product after searching for a query term. In the consumer search feedback system, the query term and one click or purchasing data of the product. Consumer search feedback data reflects consumers' satisfaction with search results and also reflects their satisfaction with products. Search feedback is not the only one that increases in rankings. Search feedback has a causal relationship with rankings, but it is not a necessary condition for rankings to rise. A business friend asked me before, saying that I always say search feedback. I want to say that it is not a link ranking that increases. Getting exposure is bound to search feedback, and it can also be an increase in weight in other aspects. Do not enter a dead end!