Tmall ranking optimization skills, how to reasonably choose Tmall keywords?

I have been talking about the optimization of Taobao keywords. In this tutorial, I will talk about Tmall keyword optimization . How to reasonably choose Tmall keywords? Before choosing keywords, let’s first understand the rules of Tmall: brand dimension rules, price bottom line rules, and popularity rules. Among them, the brand dimension rules rank first.

　　1. Tmall brand dimension rules

　　1. What kind of words can optimize Tmall rankings?

　　We should know that not every word optimizes Tmall ranking. What kind of words are suitable for optimizing Tmall ranking? Let’s look at such a set of pictures, click on the proportion of the mall (as shown in the red box).

　　Generally speaking, if it is below 30%, there is no need to optimize Tmall ranking. Generally, Tmall optimization is mainly 50% to 60%, because the click rate of the mall is below 30%, which means that most search behaviors occur on Taobao, not Tmall!

　　2. Why does nearly 100% of search behavior occur on Tmall, not Taobao?

　　As shown in the figure below: For example, when searching for autumn clothing on Tmall, "Autumn Women's Dresses" is a pull-down recommendation word, while when searching for autumn clothing on Taobao, its pull-down recommendation word for dresses is "Autumn Dress Temperament". This shows that some words are searched on Taobao, but not on Tmall, and vice versa. That's why there are almost 100% keywords recommended.

　　2. Price bottom line rules

　　Tmall price rules are also a very important factor. Generally speaking, if you search for Taobao and Tmall for the same word, the mainstream prices here are different.

　　For example, if you search for the same word "dress", Taobao may cost dozens of yuan, while on Tmall searches are generally above 200 yuan, so this price rule is that the price set by merchants cannot be lower than the price line of most merchants' products on the first page.

　　3. Selection of Tmall keywords

　　1. The first factor affecting Tmall ranking is brand. It means that the larger your brand's sales in this industry, the higher the ranking, and the lower the weight requirements required for the product.

　　For example: If the brand you represent is one of the top brands in your industry, then your peers may need 1,000 sales to get the homepage ranking, and you may only need 100 to get the homepage ranking.

　　2. First list which keywords are the most searched keywords in Tmall

　　Summarize:

　　1. List all the roots;

　　2. Focusing on the root of the word, select all the keywords found to match the product, with less competition and greater traffic. And position categories, attributes, removal, positioning, Tmall, etc.

　　3. After finding the keywords, start combining these words to form a product title.