How to quickly improve the comprehensive ranking of Taobao mobile phones? Tips for improving the overall ranking of babies

If you want to win the search traffic of Taobao, the top-level ranking of the card comprehensive list is not difficult for sellers. As long as you use the right practical ideas, you can still do it. I will share this idea below, hoping it can help you!

As Taobao's core business, all the actions have evolved to serve this formula so far. They can also be transformed into platform search transaction volume = platform search total UV * platform search conversion rate * platform search unit price. The total UV on the platform search is based on the number of Taobao visitors. It is the responsibility of the marketing department, not the search department can control it. Therefore, the changes in search rules are based on the factors that optimize the platform search conversion rate and platform search unit price. What we need to grasp is which factors are related to single products. As long as we master the key points, we will not go astray on the road to search on Taobao.

The platform's search conversion rate cannot be simply understood as the conversion rate of single products. The platform's single product conversion rate is supported by many single products. During the process of switching products of the platform's search UV, another core data will be involved in the single product search click rate. The single product search click rate and the conversion rate after clicking have been built to build a large framework for platform search conversion rate. For the platform, if you want to do a good job in the platform search conversion rate, you need to display more products with excellent search click rate and click conversion rate, that is, improve the search ranking.

The problem of platform search conversion rate has just begun. It is about to face the second factor. The average price of platform search is expected to increase. However, it will inevitably lead to a decrease in the platform search conversion rate, because cheap products will always have better conversion rates and click rates on Taobao. How to balance the platform's search conversion rate and platform's search average price, so they handed over a very beautiful answer, which is the threshold for search average price.

Why is it called a threshold? For search, it is for sure to assess the search click-through rate and click-through conversion rate, and it is the core of weight. In order to compete with high-priced products, it will be very unfair. In terms of these two parameters, high-priced products are almost a must-be lost, so search involves several price segments. When your average customer price reaches a certain threshold, the search will give your price segment a coefficient. The higher the price segment matches your average customer price, the higher your price coefficient will be, and you will participate in the search price calculation. The competition between high-priced products and low-priced products will not be at a disadvantage, but instead are at an advantage. So why are the top comprehensive searches at the forefront of high-priced products?

The difference in the coefficients of the price segment is very large. The lowest price segment and the highest price segment are definitely more than ten times. This is a comprehensive statement that we obtained by a merchant operating many products. Maybe Taobao official is not saying this, but Taobao's comprehensive search shows such a trend. If you want to explain this situation clearly, you must have an assignment. My name is the price segment coefficient. Some people also name products with high prices to get higher display opportunities, and products with low prices to get fewer display opportunities.

Is it true that high-priced products will definitely be ranked higher? After all, the price segment coefficient is just a number. When some low-priced products have a peak click-through rate and conversion rate weight, the overall weight of this single product may exceed some high-priced products. The coefficients may be only ten times different, but the effect of click conversion may exceed ten times or even twenty times, so these products will also obtain a relatively high comprehensive ranking.

This is also why sometimes low-priced products can rank higher in the overall ranking, but this situation is generally rare, and it only occurs when the category is generally weak. When the overall operation is relatively strong, the click conversion of some high-priced products ranked first is relatively excellent. There is another situation where when the TOP products in the entire category are in price wars and the transactions are mainly on the TOP products, the overall price segment of the category will also be greatly reduced.

The high and low prices I am talking about here are relatively speaking. The search price segment is not designed by the waiter in the category, but is calculated based on the transaction status of the entire search market. In this way, the operation needs to have a keen response to the changes in the transaction price segment of the entire operation. I have a friend whose popular products are not particularly stable in their overall rankings, and they often lose several places. I told him that you will increase the commission of 10 yuan to maintain the current conversion rate, such as giving positive reviews and cashbacks, and your ranking should not change. As a result, the ranking did not fall after he changed it. This means that the price segment is always in a dynamic calculation process. When the product cannot obtain the corresponding coefficients in the price segment, the ranking will inevitably decline, which is the same as the quality score of the direct train declines.

I also share a name that is rarely mentioned. The name I give is the data base, such as click rate. It is displayed 10 times and clicked 1 times. At this time, it is 10%, 1000 times, and 100 times is also 10%. However, the weight given by Taobao is completely different, because for example, in the case of the same cardinality, the weight assignment will be more meaningful.

It is convenient for everyone to understand this one and my practical routine. The data base is very closely related.

The above talks about the implementation of Taobao rules to find products, which is the search click rate, click conversion rate, and the average customer price of the product. Which weight is implemented? After testing by our team, these core data are mainly implemented in keywords, which we call keyword transaction weights. This is why we have different keyword rankings in the same product. Because Taobao, different keywords in search are different, and the product preferences of customer groups represented by customer groups are different, which are reflected in click-through rate, conversion rate, and unit price. Therefore, the search will sort according to the different keywords.

For friends who already have hot products, you will find a data that some relatively small keywords have not been sold on their own products, but there have been traffic coming in, and orders have been sold, and the ranking is also very high. Is it a counterexample of keyword transactions? Actually, it is not, because click-through rate, conversion rate, and average customer price also bring a weight, which I call the search transaction weight. This is more like three years ago, Taobao had not put all the weights on the weight of the keyword. As long as the transaction is completed through search, the click-through rate, conversion rate, and average customer price brought by the search will be recorded. As long as the proportion of search weight lags behind the transaction weight of the keyword.

However, because of the existence of data base, for small words, everyone's keyword weight is very low, because its base is very small, and the proportion of click conversion transactions is very small. At this time, the search transaction weight is very high. Because your big words bring a lot of search transaction weight to your product, it is also very high in search transactions for small words. This is a very common phenomenon. As a big word, I am a hot big word, as long as it ranks, small words will definitely keep up.

In addition to the keyword transaction weight and search transaction weight mentioned just now, there is another relatively important thing about the search weight. Taobao should have cut the sales weight many times, but it is still a relatively important weight. The sales volume of a single product does not refer to the sales volume brought by search, but to the sales volume of all single products. Although this weight is relatively important, the ranking position is not high, which is second to the keyword transaction weight and search transaction weight. The sales volume of these off-site promotional websites that are not recorded in the main search is not recorded in this part of the weight, rather than not recorded in the sales order. This must be clear. The transactions brought by the rebate network that were mentioned earlier should not be included in the main search, and what we said should be the weight of a single transaction, and we have not had time to verify it.

The above mainly talks about weights, and let me talk about my practical routines below:

1. Increment

Most merchants in the circle are blindly increasing and trusting 7-day spirals and so on, but the increment only exists in the stage of soaring comprehensive rankings. This stage is very short, and the exposure rate of ranking increases. When your price segment is at a high level, based on your click-through rate conversion rate search, it will determine that your ranking may be low and will continue to improve your ranking. If you can keep your click-through rate and conversion rate stable, because your ranking increases and your display increases, the sales performance will definitely increase.

However, the increment will definitely reach a peak, because search will give you the corresponding search ranking. When your ranking is stable, there is no need to do increments. Therefore, how to do increments depends on the changes in the overall ranking of keywords rather than blindly trusting the 7-day spiral. As long as your ranking rises, you can do increments.

2. Weight statistics time, also known as weight assignment time

The effect time of the three factors: search click-through rate, click conversion rate, and unit customer price is different. The weight brought by the search click rate will take effect on the next day. It will not be reflected immediately. It is similar to the time reflected by the business consultant. The conversion rate rights are important for 3 days. I guess it is related to the payment time within 3 days taken by Taobao. The weight of the high customer order will take effect on the second day, so it is easy to obtain a higher ranking. Based on these contents, everyone should know how to optimize the weight point.

3. Accumulation effect

This is easy to understand. If you have always performed well in these three weights, it will produce a cumulative effect, which will allow the product to continue to have a higher position in the comprehensive ranking of the product. This is also why there are some popular products that can last for a long time. It is very difficult for you to surpass its comprehensive ranking. You have to be much higher than this popular product in data to achieve it, and it will last for a period of time.

Finally, this routine is also the method I have been using now. It is to do comprehensive search in products with low average customer price. It is the most effective method. It can earn sales at low prices and drive into the comprehensive list. It can click when the ranking is low, and convert when the ranking is high.

4. Get sales list with low price

This low price is generally a loss-making price, and some merchants can also use different sku combinations to avoid losses. The impact is mainly through off-site activities, discount of 800 yuan, rebate network, etc. If you have a considerable customer base, you can also do CRM. Secondly, the data performance of the express train here is very good. You can quickly raise the weight of the express train by low prices, which is very conducive to the ability of the product to obtain comprehensive rankings 2-3 days after the price increase, because the transaction weight of the express train is consistent with the search.

5. Drive to the comprehensive list with price increase

When the amount of money is in place, the number of payers may have reached the current level, but the number of consignees has not yet arrived, so the price will be raised at this time. To enter the comprehensive list, the price segment is the highest and it is difficult to find the most suitable price segment at once. You need to have a deep understanding of the category to achieve it. After the price increase, combined with the low-price maintenance direct train, you can obtain a portion of the traffic for another 2-3 days, which can lay a very good foundation for the comprehensive weight.

The following two points you need to pay special attention to when doing comprehensive lists.

6. Click when the ranking is low

When you first entered the comprehensive list, the ranking was actually relatively low. At this time, you can quickly improve the product ranking by optimizing clicks, and supplementary clicks will continue. There is a prerequisite that you cannot weaken the search keyword conversion rate because of supplementing traffic. This will reduce your ranking, but you can't see it that day, because the conversion rate takes longer than the click rate takes effect.

7. Convert when ranking high

When your comprehensive ranking is relatively high, cooperate with your continuous optimization clicks, and many of your peers search for keywords to follow your dynamics. At this time, the core of optimization is to make stable conversion rates. You can make orders or make free gifts from old customers. These are all actions that can effectively maintain keyword conversion rates.

Click when the ranking is low, and convert when the ranking is high. These two sentences are the most critical point in the comprehensive ranking of so many people who did the comprehensive ranking in 7 days or even shorter. The conversion rate took effect last year was only one day, and it may be more effective to increase to one day now, which means to hit the **.

After the above routine, you can basically quickly win a good position in the comprehensive and sales list. If you can insert a Taobao rush after the low-price volume is over, before driving with a price increase, and it is basically a foregone conclusion that you can win the ranking of the first screen on the double list, because the sales volume of Taobao rush has very high search transaction weight.

I hope the above routine can help everyone improve their comprehensive ranking very quickly!