How long will it take for Taobao title optimization and rectification to be effective? These two major issues need to be paid attention to

　　Many Taobao operators have such questions. Why did Taobao Baby experience a sharp decline in traffic after changing the title? This is actually a very normal phenomenon. What we need to pay attention to is the data performance after the title optimization. Here we need to summarize and discuss two major issues. The first is the click rate, and the second is the page attractiveness brought by relevance. Only by doing these two detailed analysis can Taobao traffic be improved! Let’s take a closer look at how to summarize these two issues.

　　(1) Data performance of click-through rate

　　Everyone knows that keywords give you the opportunity to display, and what determines whether your Taobao baby has traffic is the Taobao click rate indicator. And what is the most relevant to click-through rate? In addition to the click-through rate of this word itself, there is also correlation. Here we can do a simple analysis of each keyword (except for individual category words or product words, brand words, etc.), and we can divide the keywords into: product words + core modifiers + other auxiliary modifiers. Let's give an example:

　　New summer dress for pregnant women 2018 Korean version

　　In this title, "dress" is the product word and the core, proving that consumers want a dress. Then among the remaining words, you should be able to easily analyze it. "Pregnant woman" is the core modifier, and "summer" and "new style" are all auxiliary modifiers.

　　Keep thinking! If a consumer searches for this keyword, you can basically tell immediately: either you are a pregnant woman or you have a pregnant woman at home. At this time, the most core requirement for the group is: comfort and safety, and then what style, beauty, etc. will be there. So, the requirements for the first picture immediately came out:

　　If you compete for the subcategory of "Pregnant Women's Dresses", do you think your first picture design should let consumers see at a glance: this skirt is worn by pregnant women. In this way, your click-through rate will be better? Then, the final result is: as long as the keywords related to the core attribute of "pregnant women" and the dresses are related, you will get very good weight.

　　(2) The page appeal brought by relevance

　　Next, the question comes again. If you only consider the click-through rate indicator, then some sellers will have bad ideas. For example, if you want to "scam" click, take the core attribute word "pregnant woman" as an example. People searched for "pregnant women's dress", and the same is true for your Taobao first picture, and there are such keywords in the title.

　　But in fact, when you do it, it is just because you think the search data of this word is very good, but in fact your product is not suitable for pregnant women to wear (or just have a large size). After the consumer entered, he found that it was not the case. So what is the next operation? Close it directly! Because online is different from offline, the cost of online store exchange is negligible.

　　What are the consequences of direct closing? The page stay time becomes shorter, the jump rate becomes higher, the conversion rate decreases... This series of data performance can make the search light and quickly judge: this word is irrelevant, and then quickly reduce the corresponding display opportunities to match you.

　　What indicators do you need to consider when optimizing the word selection?

　　You need to know what the title is for. The biggest misunderstanding is: the title brings you traffic. This is a very wrong view. What the title really brings you is the opportunity to appear in front of consumers, not traffic. There is another core element that determines the amount of traffic: click-through rate.

　　If you don’t consider the three core points of the routine, then it will be too unqualified as an operation: search popularity, competitiveness, and relevance. Search popularity is easy to understand, which represents the number of searchers and search popularity. From the simplest perspective, high search popularity means that the more opportunities you can get in theory.

　　When you go further, you have to consider the issue of competition, because although there are many searchers, if there are many competitive babies, it is okay for your store to have a good foundation. If it is a small store, a new store, a low-level store, or a poor foundation, you will not be able to get a big store, so this word is not suitable for you.

　　And then there is relevance. In Taobao’s search rules, it is prohibited to abuse keywords, such as: illegal words, other people’s brand words, etc. This is actually a matter of relevance. Here you first know one thing: words that do not match your product attributes (the word that does not match your product attributes will not have much meaning. You may be punished if you use other people's keywords, which is not worth the cost. So we need to deal with the title carefully. Recommended reading: How to write a Taobao title to attract people? Title collection

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