Why does baby have high sales but no good ranking? How to improve the ranking of high-selling babies?

This should be said to be a question that has been asked a lot. The reason why many people place their hopes on order brushing is because they think that as long as the sales volume increases, they can get a good ranking, and then there will be a steady stream of natural search traffic! But this is just an ideal, because you will find that more and more low-selling babies are ranked before high-selling babies (popularity sorting and comprehensive sorting).

We must admit that among the popularity of babies, sales is definitely an extremely important factor, and in many cases, it is even the most important factor. But how to explain this problem? Giving you 5 reasons may be of great inspiration to your operations.

1. Different channels of traffic determine the weighted size

When we talk about rankings, we usually go for organic search rankings (more on keyword search rankings). The first question you need to think of is: the impact of sales brought by different traffic sources on keyword search rankings should not be the same.

Why should sales have a high weight in baby's popularity? Because every sales are equivalent to a consumer voting for a vote of confidence. However, when consumers vote this vote of confidence, the importance is different. For example, your activities bring a lot of sales. Although this sales are also a vote of confidence voted by consumers, the vote of this vote of confidence has been largely affected by "discount promotions". It is obvious that the weight of this sales should be lower.

After testing, we found that for this different sales source, the weights should be sorted from large to small:

Natural search brings the highest sales weight;

The second is the sales weight brought by the express train;

The second is the sales weight brought by Taobao customers;

The second is the sales weight brought by on-site activities;

Finally, the sales weight brought by off-site activities.

Many people may ask a question: how much weight is the proportion of different channels. I don't know, because there may be big differences in different categories. But when you are browsing orders, it is obvious that keywords must enter the store more than other channels, and the accumulation of sales weight is higher.

2. The difference in search keywords determines the weighted size

When you search for different keywords, it is obvious that your ranking is different. What does this mean? This shows that the keywords that really have weight should be the ones, not the baby! Let’s give an example. For example, if you sell dresses, you want users to rank high when searching for the keyword "dresses". If all the sales you accumulate are searched for "dresses" and entered the store and finally sold, then the weight of your word will be very high.

On the contrary, if your sales volumes are sold by searching for other words (not exactly matching the words "dress"), then the weight will be lower if it is obvious. This can be verified whether it is proven by practice or in logical relationships. The current sorting should be as follows:

Search for exactly matching words that enter the store and end up with the highest weight, such as searching for "dresses";

Searches include words that users search for, but longer, with second weight, such as searching for "long-sleeved dresses, Korean versions of dresses" and so on;

Search for words that do not match the user's search, but some of them have the lowest weight, such as searching for "summer long skirt" and so on.

So, if you make up for the order and want to increase the weight, the first thing you need to be clear is not to increase the baby's ranking, but to improve the ranking of a certain keyword, that is, you must first find the core keywords you are preparing to optimize. This is also the question that you must be clear: you must know what keywords you are preparing to compete for!

3. Different purchasing decision-making processes determine the size of sales weighted

Why are many order-brushing masters always mentioning the issue of "fine brushing" now? This is the reason. You think of a question, and you buy a product, but your decision-making process is very short: you open the baby, take a look at it briefly, and there is no consultation, nor do you look at other babies, and place an order to buy it directly.

Then you buy another treasure, and you have found several competitor treasures, browse in-depth, consult, and even collect them, and add them to the shopping cart. Then I also consulted your baby, chose it for a long time, compared it for a long time, and finally decided to buy your baby, especially when the sales volume of competitors is better than you and the popularity is higher than you, at this time, the weighting effect brought by this sales volume may be better than the ten normal sales volume.

Why? This shows a problem: compared with your strong competitors, the customer still chooses you, which shows that you are very powerful. This is the same as the current FIFA score rule. If you defeat an opponent with a ranking higher than you, the points you get are far higher than you defeat a competitor with a ranking lower than you. Think about Belgium in this year's European Cup. Originally, Belgium is very awesome in terms of points ranking, but in fact, its overall strength is not good, because in the past two years, Belgium has defeated many competitors with points ranking higher than itself.

So, recently we have been trying this method: when making up for orders, when choosing competitors, you must choose competitors whose popularity and sales are much better than you, and then browse in depth, which brings a good search weighting effect.

4. The "importance" of consumers who generate sales determines the size of sales weighted

Everyone thinks of a small question: you are a graduate student at a university. You write a paper, and then everyone needs to vote for you to add points to you and then decide whether you can pass it. Among the five people who voted, two were full professors, and the other three were just ordinary lecturers. When voting, both full professors thought your paper was very good and gave high scores. Then the three lecturers thought your paper was very average!

In terms of quantity, 2:3, the professor is behind, but we all know that this paper should be able to live. Because the vote of confidence voted by professors must be greater than that of lecturers. By the same token, when consumers vote for trust in products, they also think this way: the trust brought by a yellow diamond buyer or an old customer is definitely better than the trust brought by a novice seller.

So we have always said that if there are yellow diamond buyers and old customers, they will be much better when they are brushing.

5. The size of the “value” generated by each sales determines the size of the sales weighted

This is a question we need to consider best, but it is also a very important question: this is based on the needs of the Taobao platform itself. Your price is 100 yuan, and you generate 500 sales volumes, then this position gives you the value of 50,000. But my baby price is 1,000 yuan, and I only generate 100 sales volumes. If this position is given to me, the value of 100,000 will be generated. So, even if I only have 100 sales volumes, in theory, my ranking should be ahead of your ranking. So we can often see on Taobao that the ranking of low sales but good prices can be at the forefront.

What inspiration does this bring to us: if you go low, you may want to get a good ranking and you need to make more sales.