Taobao operation: Grasp the core operation points of Taobao search, and counterattack the store in the cracks

　　What are the rules for search rankings on Taobao? If you don’t know what Taobao SEO is, you can understand it by talking about search rankings on Taobao! Do you think it’s amazing? When a buyer searches for a treasure, why do some sellers show it in front? The key is that they don’t spend a penny, which makes the store owners who spend money everywhere for promotion feel awkward! Why? Could it be that their sales are large, but after observation, you will find that it is wrong. Some sales are very small but they rank very well! Could it be that they have high credibility? It’s not right? Some of the most recent stores are displayed on the homepage! Why is that? Don't worry, everything has a reason! If you want to know how they rank at the top, you must know how Taobao filters the rankings! If you want to know how Taobao filters rankings, you must know why Taobao filters in this way! Taobao search ranking rules, how much do you know about Taobao search mechanism?

　　The platform and merchants are in a cooperative relationship. What we should think more about is how merchants should do so that this super "partner" is willing to support you. This is the core essence of the problem. Of course, this does not mean that search rules are no longer important. Mastering search is still the basis of store operations and a solid rock for other operations.

　　Taobao is a platform, and it has to consider the interests of three parties, which of course it is the buyer, seller and Taobao itself! He wants to provide buyers with the most accurate search results, provide sellers with the most fair search results, and seek the long-term benefits for himself!

　　He has many search mechanisms, what is his filtering order, what indicators should be evaluated, and what aspects should we optimize from?

　　When the buyer enters a keyword, Taobao will perform 7 steps of filtering (referring to the comprehensive ranking of all babies):

　　Step 1: Taobao will filter out treasures related to this keyword. Here is a point that is correlation. Speaking of correlation, it includes several parts:

　　1. Category relevance, baby will be given priority when posted to the optimal category corresponding to this keyword;

　　2. Attribute relevance, the baby's attributes must be consistent with this keyword;

　　3. Title relevance. Baby’s title should have this keyword. As for the combination form of this keyword, we will talk about it in the subsequent title;

　　4. Store relevance mainly refers to the proportion of the main business category of the store;

　　Step 2: Taobao will filter out search violations. The focus of violations here is false transactions and fake goods. Of course, there are more than a dozen items. We will write an article focusing on violations later;

　　Step 3: Taobao will choose high-quality stores, that is, high-weight stores. The following items can weight the store

　　1. Consumer security deposit;

　　2 or 7 days without reason to return and exchange;

　　3. Charity baby;

　　4. Wangwang response time + Alipay usage rate + shipping speed (as long as these three items are not too excessive, the impact will not be great);

　　Step 4: Taobao will choose high-quality babies, that is, babies with high weight. The following items can be the factors that affect the weight of the baby

　　1. Sales volume;

　　2. Click rate;

　　3. Conversion rate;

　　4. Dynamic rating;

　　5. Movement sales rate;

　　6. Repurchase rate;

　　7. Others: Favorite purchase, shopping cart purchase, direct train purchase;

　　Regarding weight, we have explained in detail in a previous article, and students can go to read WeChat’s historical records;

　　Step 5: Filter on and off the shelves, Taobao will prioritize the babies that are about to be removed.

　　Step 6: Recommended windows, Taobao will prioritize the recommended windows.

　　Step 7: Personalized screening, Taobao will match accurate babies based on the buyer's profile

　　1. The importance of Taobao search

　　The concept of Taobao SEO first appeared in 2009. It was born to the continuous growth of Taobao and the rational allocation of resources. Its appearance has enabled Taobao official, merchant and buyer to establish exercises. It is a bridge between merchants and sellers, helping buyers find high-quality products, and helping merchants find users.

　　The search system is officially launched and is the core of connecting merchants and consumers, and plays a role in connecting them.

　　【1】For merchants

　　Taobao and Tmall do not sell products themselves, but only play the role of a platform, establishing a transaction service system for both buyers and sellers. As product suppliers on the platform, the actual demand for merchants to enter the platform is to realize product sales and obtain product profits. Therefore, the platform should consider and take care of every merchant, reasonably divide the platform's mobile resources that consumers give to each merchant, so that the store can have traffic and purchase transactions. If the platform's resource division mechanism is unfair, some merchants will sell well, some merchants will have poor business and cannot make profits, and in the long run, the merchants will choose to leave the platform.

　　【2】For consumers

　　Consumers choose to shop on the platform out of trust in the platform. Buyers hope to find high-quality and low-priced products on the platform to meet their own needs. If consumers have too much cost to choose when shopping, such as not being able to quickly find the product they like, it will inevitably affect the purchasing experience. Then the consumer will lose patience with the product platform and choose to switch to other purchasing platforms to consume. In this way, Taobao and Tmall platform itself will lose a user. So for sellers, the search system should help consumers find the product they want.

　　As long as we understand the role of the search system in the entire process, it will help merchants better understand the search rules. The rules mentioned below are nothing more than set for a certain merchant or consumer, which can help us look at problems from the perspective of the search system.

　　2. What is Taobao SEO

　　Taobao SEO's full name 'Taobao Search Engine Optimization' refers to a technology that sets and optimizes babies according to the rules of Taobao search engines, so that babies can rank high and thus obtain more traffic. The core content is two parts: keyword search optimization and category search optimization.

　　The first principle of search is to find products that match the product category, and then find products that are more appropriate to the keywords.

　　In fact, merchants have created hot products one after another, in order to occupy the traffic entrance to obtain more natural traffic. This shows that search is of great significance to store management. The creation of hot products will be introduced in detail below.

　　3. The difference between Taobao search and other searches

　　The concept of search engines originated from search engines such as Google and Baidu, with the purpose of helping users find 'ans answers'. What is the difference between users using search engines such as Baidu and Google to check the answers to questions and searching for products on Taobao?

　　【1】The search subject is different

　　First of all, the search targets are different. Search engines such as Baidu and Google are searches based on 'text information', while Taobao searches are searches based on 'product'.

　　【2】Different timeliness

　　Search results mainly based on text, the results under different periods are updated slowly and relatively fixed, because the answers users want when searching for a certain question are also relatively fixed.

　　For example; search for the problem, "The printer indicator light is not on?" No matter whether the user is in the company or at home, in winter or summer, and it is related to the user's consumption level and consumption habits page, the problem that the user wants to solve is relatively single and fixed, that is, find the reason why the printer indicator light is not on and find the solution to the problem.

　　Search results that are mainly based on products should consider various factors such as the current season, popularity of a specific period, the search user's consumption level and purchasing habits. These factors will change more or less over time, so search results are updated more frequently.

　　【3】Different search dimensions

　　Search engines such as Baidu and Google mainly consider the matching of keywords in text titles, the keyword density of the current page, the number of "external links" of the first-level text page to calculate the ranking weight.

　　Taobao search is based on product search, so two factors should be considered. One is the baby's own situation, such as baby's style, price, rating, number of positive reviews, etc.; the other is the time and season, baby sales, popularity index, consumption level and other factors, so Taobao search has relatively many factors and dimensions to evaluate.

　　For example, when searching for "casual pants" on Taobao in summer, the system should show the light and breathable things to buyers as much as possible. When searching for "casual pants" in winter, the system should show the buyers that are thickened and warm and comfortable. A buyer who often buys higher unit prices will show the products with high prices as much as possible when searching for the system. For a buyer who often buys low-priced products, the system will recommend products as much as possible around the user's consumption level. If the price is too high, the possibility of purchasing will be less.

　　4. Three stages of Taobao’s development

　　Since the launch of Taobao's search system, with the diversification of market-oriented demand, search rules have been constantly updated and adjusted, mainly changing search concepts, and the overall adjustment is roughly divided into three stages.

　　[1] Before 2010, the main order was the important basis for ordering the time of putting on and off the baby and the recommendation of store treasure windows. At that time, just arrange the time of putting on and off the baby and distributing it evenly in the hot time of each day, and then set the baby recommended by the store as the recommendation of the windows. There are fewer reference weight factors and are relatively simple. At this time, Taobao is still in the traffic bonus period, and merchants have obtained a lot of traffic as a whole.

　　[2] From 2010 to 2012, Taobao system made major adjustments in 2010 and began to introduce a "service model". When searching, it focused on recommending babies with good services, high evaluations and good product quality. This adjustment has a great impact, and many merchants with poor service and poor product quality have seen a decline in traffic, which has greatly affected sales.

　　[3] After 2012, Taobao began to introduce "personalized" searches, which mainly targeted precisely based on buyers' browsing habits, shopping habits, and consumption capacity. For example, when a consumer A who often buys low-priced goods and a consumer B who often buys high-priced goods, the search results are different when searching for the same keyword, so that the product can be found more accurately.

　　For example: A user who recently wanted to buy a sports sweatshirt and search, browse, collect, adds shopping carts, purchases, etc. on Taobao. The system will lock the user as the intended user of the sports sweatshirt. He will display babies with similar styles and similar price ranges to the browsing baby in the corresponding place, and will give priority to displaying stores or babies that have been collected before.

　　5. Why do Taobao SEO good

　　With the disappearance of traffic dividends and the intensification of competition, in today's increasingly scarce traffic, every traffic is precious and paid promotion has put merchants under tremendous pressure, and the product space is less profitable, and it is increasingly difficult for stores to achieve profitability. It is even more important to do a good job in Taobao SEO.

　　【1】There are more and more merchants on the product platform

　　According to incomplete statistics, there are nearly 10 million stores on Taobao and Tmall, of which about 6 million are truly active. Taobao has about tens of millions of visitors every day. Under absolutely fair competition, each store can receive only a handful of visitors every day, which looks like a situation where there are more wolves and less meat. Under limited resources, how to allocate requires some rules and mechanisms to filter. If the store treasure meets the "conditions", it may obtain more resources and generate more sales.

　　【2】Competition is getting more and more intense

　　It is precisely because there are more and more merchants, and the competition is becoming more and more fierce. Every family is making hot products, constantly fighting price wars, clearing stocks and selling goods every day, and the prices are lower than each time, which consumes many users in need. The products have no profit margins, the product quality and service cannot keep up, and the merchants are trapped in the quagmire of low-price competition.

　　【3】Advertising fees rise

　　In the early days, there were relatively few Taobao merchants, and they could sell well by relying on natural search. There was no need to do any paid promotion. The operating costs were low, and it was relatively easier to achieve profits. We called that era "traffic dividend". But now the era of traffic dividends has long passed, and the cost of purchasing traffic is getting higher and higher, from a few cents or cents at the beginning to a few clicks, to a few dollars at a click, even higher. Therefore, doing Taobao SEO is a good way to obtain more organic search traffic, which means saving costs.

　　6. Interpretation of search rules trends

　　E-commerce has become the general trend. With the increase of merchants and the intensification of competition, store traffic is getting smaller and smaller. In fact, in the entire Taobao ecosystem, traffic is gradually declining, and the weight system of search rules is being divided into more and more detailed. As long as you grasp a core weight, you can get a good ranking. But now, no matter how you optimize it, the traffic still does not change much. Currently, there are three main changes in Taobao search;

　　【1】The tendency of PC traffic and brand merchants and KA merchants. All merchants on Taobao are divided into 7 levels, presenting the form of a pyramid. The lowest-level merchants are on the 7th floor, and the TOP-level merchants are on the 1st and 2nd floors. The higher the traffic of the entire Taobao website is. KA merchants refer to stores that have reached strategic cooperation with Taobao and Tmall.

　　【2】The search on the wireless side is becoming more and more personalized. Since 2014, the traffic on the mobile phone has increased. At that time, the competition on the entire mobile phone was not very large. The system focused on the weight of "sales" and distributed traffic. And as long as you upload the mobile baby description (the mobile baby description must be designed and uploaded separately), you can get additional search weights. The overall search rules are relatively single, but with the surge in traffic on the wireless side, searches on the wireless side have become more and more personalized.

　　[3] Advertising traffic and seller experience weight increase. At present, most stores need to carry out paid promotion. The transaction sales brought by paid traffic and the evaluation brought by this part of the sales are the basis for judging the weight of the baby. The higher the evaluation, the higher the weight of the baby, the better the ranking. Through this change, it can be seen that the quality of products and store services have become increasingly important and impacted on baby rankings.

　　Every time Taobao adjusts the sorting, it adjusts it based on the latitude and label. The specific adjustments to merchants at each level are different. For example, some categories focus on after-sales service, the second level depends on the unit price of the customer, and the third level depends on the conversion rate.

　　Each category and each level are different in different periods, especially at the beginning of a new quarter, if the kpi is specified, the waiter will decompose the kpi. If the kpi needs to be completed by merchants, they will adjust the label weight accordingly. The main search will adjust the sorting and allocation according to the operational needs. For example, many categories of Taobao had to support new merchants last year, so they would give priority to new merchants.