A big analysis of the principle of search weight on Taobao, and play with store traffic

　　Everyone is familiar with the word Taobao search weight. Today, I will give you a brief explanation. What is the search weight? Weight is your comprehensive ranking, and the weight will directly affect the ranking of your baby's natural search and will affect the deduction of your baby in the express train. Babies with low weight must pay a high price to be displayed in the express train. So what factors affect weight in Taobao operations and how to make the store weight higher.

　　A brief analysis of Laogao E-commerce: The key points that affect search weight are divided into the following categories

　　Clicks, collections, purchases, browsing depth, browsing rate, output, data growth, repurchase rate/repurchase rate, price, etc. are all factors that can affect the weight of the store. We will explain and analyze the details below.

　　1. Popularity weight

　　Popularity weights are divided into (collection, purchase, click) and actually include click weights. It should be that the buyer who doesn't like to see your main picture will not click at all, right? So here is a pure value of preference;

　　If you want free search traffic or personalized search traffic, the popularity weight of our products is very important. After clicking on baby, you can mark the customer who Taobao thinks is interested in entering our store. The products you click to collect and purchase must be related to the main product. If the store itself is not accurate in positioning, then collect and purchase it casually, it is abnormal to weight and mark it. That is, it will affect your label weight. If you don’t understand what label weight is, you can read the description in my previous article!

　　2. Click weight

　　What kind of click rate and click volume are good for our babies? I believe you are very clear about Taobao’s personalized search/displaying treasures from thousands of people. If you want to guide customers to help you increase your visitor, it is inappropriate to click on the baby directly. It is best to fully observe products with peers, the same category, the same price, and the same attributes before clicking on your baby. First let Taobao know that the customer wants to buy your product, and then click on yours. In this way, your click weighted and subsequent series of shopping processes are the most weighted.

　　3. Bounce rate weight

　　I believe that Taobao sellers know that most shopping is mainly on the mobile phone. First of all, customers should be interested in your products so that they have the opportunity to keep customers and reduce the jump rate. The main picture of the product itself must be well done. The main picture must be attractive. It is best to pass the direct train to measure the picture. In this way, the details page echoes the main picture and focus on the buyer's needs.

　　So if you want to have a good search effect, then the baby's output must be the same model in the same industry and similar models. I believe that sellers who have made Taobao know that the pit output of the express train is related to the tofu blocks that appeared in the past few years. They are all related to the transaction value of the visitors. The more your visitors' output, the more you like Taobao.

　　4. Data growth

　　The continuous growth of data directly reflects the performance of the product. If it is entered through keyword search and the data continues to increase, Taobao will also support the product.

　　Try to keep our click feedback (collection rate, purchase rate, conversion visitor = maintain above the industry average), (collection volume, purchase volume, conversion volume, visitor output volume and other data maintain an upward trend, so that the system will capture your data for analysis and obtain the weight value, and judge the ranking of the traffic channel intersection based on the value. The special focus of the data here is still on the pit output. The more pit output the greater the chance of the upper level.

　　5. Price weight

　　Many people ask what is price weight? Does the price still have weight?

　　I would like to remind everyone here that for example, the price segment of clothing category below 9.9 yuan is blocked by Taobao's comprehensive ranking. (It is generally found in too low price segments) When setting prices, you must clearly see the price range of your products and the price segments that most of your peers sell well. The price weight also lies in the high prices of many categories, and Taobao weighting can be judged based on the proportion of customers’ preferences! Many people have a misunderstanding that in order to save promotion costs, the baby cannot be weighed, but also makes the store population inaccurate, which is really not worth the loss. Therefore, we must first analyze the pricing rules of popular products, and set a relatively reasonable price that is easy for buyers to accept;

　　6. Repurchase rate/repurchase rate

　　The first point of repurchase rate: Search for converted customers, and the weighting of customers who enter the store to purchase again is much higher than that of customers who enter the store to purchase directly. Many people don’t understand what it means. Listen to me to explain one by one, you will understand. For example, Buyer A: I went shopping in your store for a while or bought a baby. Buyer A went to compare the treasures of other people in three stores and also collected and purchased them. Let’s compare them when you go to the favorites or shopping cart. Merchants A took photos of the opponent’s or your baby, jumped back and forth to place an order, but in the end, it still placed an order. At this time, your repurchase rate will bring very high weight.

　　第二点复购率：顾名思义就是老顾客下单，可以定期做老顾客活动，进行定期复购。这在数据下滑或打造爆款的时候最显著加权的方式！这也是很多店家为什么在推新品的时候先给自己的老顾客和店铺群进行推送预热的原理。就算老顾客没有购买，仅是点击去看新品加权都是比较多的！

　　上述6点就是常见的影响淘宝搜索权重的因素，其实对于电商运营者来说，掌握这些知识，并且应用到日常店铺维护运营中才是关键，如果我们只是停留在了解，那么对于店铺的帮助还是甚微的。