Many people start with Taobao stores when engaged in e-commerce operations. For novice sellers, if the store is operated well, the store traffic and sales will continue to rise. Here I want to say that novice sellers should first understand the concept of Taobao baby ranking. As the name implies, it is to optimize the store's baby ranking, which is easier to be searched and discovered by consumers, thereby increasing the store's traffic and conversion. Today we will briefly analyze the skills to improve store rankings!
Taobao operation: How many steps are there to optimize Taobao store ranking?
We all know that when a buyer searches for a keyword, the Taobao search mechanism needs to screen the baby, and finally select the baby who optimizes the ranking and displays it in front. This screening process has six steps:
1. Relevance filtering. Taobao will block products that you don’t want to close. For example, if the buyer searches for dresses, you are a jeans and will be directly screened;
2. Filter illegally, babies who have committed violations will be directly blocked;
3. For high-quality store screening, Taobao will give priority to high-weight stores;
4. For high-quality babies screening, Taobao will give priority to displaying babies with high weight;
5. Filter on and off the shelves. When Taobao screens out many high-quality babies, for fairness, it will be sorted according to the time of off the shelves;
6. Taobao window recommendations, Taobao will give priority to displaying the recommended babies in the window.
1. What are the principles for optimizing baby rankings?
As the market environment changes, the rules of the platform are also changing. In fact, what we need to do is to understand what is unchanging behind this change. When we talked about optimization before, we all talked about the optimization of search traffic, and next, let’s talk about the optimization of “recommended traffic”.
Whether it is Taobao search traffic, Taobao homepage traffic, or Taobao live streaming traffic, direct traffic, drilling traffic, etc., there is a certain recommendation mechanism (there is priority for recommending what kind of products to consumers).
On Taobao, there are TOP stores, new stores that have just started; popular products with huge sales, and new ones that have just been launched. At the same time, the platform needs fresh blood, welcomes new products to join the store and then achieves healthy competition.
Showing opportunities will be reflected in many aspects. Here I will focus on keyword dispersion. The extremely core issue is the keyword layout of the entire store. I don’t need to say more about new products. Many people have talked about it. You must consider the reality that new products have no popularity accumulation at the beginning. Therefore, in order to give new products a chance, you must initially provide some support. However, in the past, this support was carried out more through the time and keywords to remove the shelves. Now there are more channels, but there will definitely be support. Of course, this support still has a deadline (the shortest may be one week, the longest is three months). During the support period, it depends on your ability to seize the opportunity, that is, click rate.
So, here, there is an extremely important conclusion for everyone: the click rate of new products and new stores can almost account for more than half of your search weight. Of course, this doesn't mean you can cheat on clicks.
2. Principle of recommendation for real good products
What is a truly good product? First of all, you need to note: sales volume is still the most critical and core factor in judging whether a product is selling well. But why are your sales already very high and you can't get a better recommended position?
Search engines can't tell you that you are a truly good product for the time being. Because if your sales are accumulated through the following methods, it doesn’t actually mean anything.
There is actually only one characteristic of a truly good product: the product is truly matching consumer needs, it is truly popular in the market and meets market needs. Therefore, when sales volume affects ranking, the sales volume generated by different behaviors have different impacts. for example:
The sales generated by searching keywords into the store must be much higher than the sales weight of the event;
An account with a high level will definitely generate a higher sales weight than an account with a low level;
The sales generated by comparison with other babies will have a higher weight than the sales generated by direct purchase;
The weighted effect of old customers' search repurchase is better than that of a new customer (the search repurchase mentioned here refers to the fact that old customers find your baby to purchase through search behavior, rather than directly purchasing through QR codes, Taobao passwords, etc.).
As for the above behaviors, you will find that it truly reflects that you are a truly good product, which will get more recommendations and have a better ranking.
3. Personalized matching principle
Many people have said this, so I would like to emphasize it simply: this is a thousand faces. In order to maximize the value of traffic, it is necessary to recommend the most likely transactional treasures to the most accurate consumers first. And this accuracy is only one thing: label matching. That is, the behavioral label formed by consumers during consumption is highly consistent with the attributes of the product itself.
There is a typical misunderstanding. It is generally believed that the newly launched baby will be lower in popularity rankings because there are no parameters to calculate. In fact, Taobao will give a default popularity score to newly listed babies. This default popularity score can ensure that newly listed babies may also obtain a better ranking. Recommended reading: Do these four things well in Taobao operations to enable the store to counterattack!
Therefore, every day of analysis and optimization of Taobao store operations is very important. Store operations are a long-term job and cannot be achieved overnight. Therefore, when we are doing Taobao operation, we need to constantly learn and summarize Taobao's rules. If you still have questions about e-commerce operation and Taobao operation, you can choose to leave us a message.
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