First, the choice of keywords
To do Taobao SEO optimization, we must first choose the right keywords. At present, there are many keywords in any category, and the third-party software for finding keywords is even more dazzling. Then, we still look for the keywords recommended by Taobao, which have outstanding market performance, and take these as the first choice keywords for our title optimization. There are several ways to find these keywords:
(1) Taobao home page, system recommendation
Value of word selection: Here are the categories and keywords that Taobao wants to promote now, which is very important for big sellers to grasp the market vane. Our artificial flowers belong to a small category and have little reference value in this respect.
(2) Taobao leaderboard
The value of choosing words: this mainly reflects the market trend, which allows us to see which words are on the rise and have the largest search volume in the market. This is very important for us to optimize the title. Especially by looking at the rising words in search, we can know what the current market direction of our industry is. On the one hand, these relatively low-competitive search rising words can be captured in time, on the other hand, the store operation direction can be adjusted according to the rising keyword attributes.
As can be seen from the above picture, the keyword fence artificial flower has a great upward trend. First, it shows that the sales trend of fence flowers in the market is not bad, which provides a reference for our store to develop new products. And the corresponding related products should also add this soaring keyword immediately.
(3) Taobao search drop-down box words and the words you are looking for.
The value of choosing words: First, these words are recommended by Taobao system, and the search flow is huge, which is an essential keyword in the title. Secondly, the goods corresponding to different words recommended by Taobao system can let us know the goods that are selling well in the market, which is an important reference for us to formulate in-store matching.
From the above two pictures, we can find the most popular words in Taobao, and see that the best-selling baby varieties are simulated landing flowers and simulated roses.
(4) Ceramics in data cube
The value of word selection: Taoci has a powerful function, and you can see different dimensions such as search heat, conversion rate, number of babies, competition of different keywords, etc. We can choose keywords that match their weight according to the sales volume of our baby, that is to say, we can choose popular keywords according to the basic sales volume. Then, we must ensure the conversion rate and competition of the selected keywords, the conversion rate should not be too low, and the average bidding price of the through train should not be too high, otherwise the competition will be too fierce.
One more thing, Tao Ci is comprehensive. When optimizing the title, you can choose different subject words to Tao, and you can see words of different dimensions. For example, we can search with artificial flowers as the theme, or we can search with artificial flowers as the theme, so that we can get the long tail words brought by the two themes.
Second, the title design and keyword combination
(1) Maximum matching priority display
Literally, it is easier to understand. That is, when the title keyword is closest to the word searched by the buyer, Taobao will display it first. Of course, there is a premise here, and the weight is not much different.
(2) For example, the keywords "artificial flower Phalaenopsis suit" and "artificial flower Phalaenopsis suit" are supposed to be displayed as long as others search for "artificial flower Phalaenopsis suit", but there is a secret that few people know. In this case, the closely arranged ones will be displayed first.
That is to say, when others search for "artificial flower Phalaenopsis suit", they display "artificial flower Phalaenopsis suit" first, and then "artificial flower Phalaenopsis suit", which is the principle of close arrangement and priority display.
The second picture below is a search index picture for "artificial rattan" and "Hua Teng simulation":
This is the result of taobao index. When searching for two groups of keywords, "artificial rattan" and "Hua Teng simulation", we can see that although the order of keywords is reversed, the search volume is the same.
But when you search for "artificial rattan" and "Hua Teng simulation", the order is reversed, but the search volume is much worse. From here, we get our second core technical point-order has nothing to do with influence, but there is a premise that it has nothing to do with the reverse order of keywords and spaces.
(3) How to add spaces in the title?
When optimizing title keywords, spaces have two functions. Once, in order to make it easier for buyers to read and increase your click volume, if you didn't have spaces in the whole title, the user experience would not be very good, which would have a great impact on the click rate, especially for standard products. Spaces are very helpful in this respect.
In addition, one function of spaces is to help Taobao search system to segment words, that is, if the buyer's search word is artificial Phalaenopsis, and this keyword is in our title with spaces before and after, then our baby will be displayed first. Because for Taobao search system, adding spaces before and after keywords means independent words, so that the search system can grab our keywords. So if we set up the main keyword in the title, we should add a space to it at this time, because when the buyer searches for this keyword, the search system will think that our keyword and the buyer's search are completely matched.
Third, establish breakthrough keywords.
After optimizing the baby's keyword title, we should establish a keyword as our breakthrough keyword, that is to say, we should first concentrate on winning this breakthrough keyword and let its ranking bring us natural search traffic. When our basic sales volume is large enough, we can establish a keyword with high search popularity as our breakthrough keyword. When selecting breakthrough keywords, we mainly refer to the following three dimensions:
Seven-day search 1 and keyword popularity should be above 1000 to ensure sufficient market space. Of course, the category of artificial flowers is too small, which can moderately reduce the heat of this search.
2. The conversion rate of keywords should be above 3% to ensure the sales popularity of this keyword.
3. The average bidding price of the keyword "through train" should be below 2 yuan, preferably below 1.5 yuan, which means the competition for this word should not be too fierce.
This breakthrough keyword is mainly found in the data cube, such as our artificial flower class:
As can be seen from the figure, the category words of artificial rattan can just be used as our breakthrough keywords, and the search heat, conversion rate and competition basically meet the requirements.
Fourth, category traffic acquisition.
The operating space of category traffic is relatively small, because this is Taobao attracting buyers in the form of shopping guide, so our baby must meet some necessary conditions of Taobao as a shopping guide before it has the opportunity to enter the pool to obtain category traffic.
Category entry conditions:
(1) attribute must be filled in completely, because only when our baby attribute is more comprehensive, buyers can see us by clicking the subdivision attribute;
(2) The title must contain the keywords of this category, which is easy to understand;
(3) Taobao's check conditions must be met, that is to say, in the category traffic, Taobao will default some people who meet the check conditions into the pool. For example, our artificial flower category will default to Want Want Online and Consumer Protection. Only by doing these two things can we get the opportunity of category traffic.
As shown in the figure below:
As can be seen from the above, in the category of artificial flowers, Taobao has checked Want Online and Consumer Protection by default.
From the through train flow analysis, it can be seen that the best category of artificial flower vines is artificial flowers. If you classify it as green gardening, you can't say that you are wrong, but it is definitely not the best category, but Taobao's ranking rules give priority to the best category. Therefore, if you are involved in green gardening, people will not give priority to you when searching for artificial flowers and vines because you are not in the best category.
Attribute correlation means that if your attribute is incomplete or even wrong. It's easy to miss the baby by mistake.
2, the basic factors under the rules
A. Consumer protection is necessary, and window recommendation is preferred. No matter what you sell, no matter whether Taobao is forced to pay consumer protection, you must pay it, otherwise it will basically not rank;
B. Main business rate. 100% in kind is preferred, and the main category ranking is preferred;
C. dynamic scoring. The higher the score, the better. When the score turns green, start to reduce the weight. Now dynamic scoring has a great influence.
D. whether to demote power. The demotion of a single baby may also affect the whole store;
E. Refund dispute rate of various complaints. The higher the proportion, the lower the weight.
3, the upper and lower frame time
After Taobao joins personalized search, the loading and unloading time is not as big as before, but it will still have an impact, because there will still be a lot of goods searched by personalized search, so Taobao will still consider the loading and unloading time, which is fair.
Step 4 be popular
The most important thing about popularity is a sales volume, the biggest weight is a 30-day sales volume, and now it is more and more important to have a 7-day sales volume. If we are more careful, it is a seven-day increase in sales. If he grows more and more every day, his popularity score will be better, especially in Tmall search, his ranking is basically popularity ranking, and it is mainly popularity ranking in mobile phone Taobao.
5. User experience
User experience is actually a big problem, which can be said to be involved in every link. So how does Taobao judge your user experience? He is mainly based on click-through rate, page length and depth of visit. Judging from the rate of return, it can be said that everyone who comes in can participate in your vote, and Taobao will judge according to the buyer's vote.
6, baby details page
The influence of the details page on the natural ranking of the baby is mainly reflected in the conversion rate, jump rate and visit time, because these aspects reflect the matching degree between the buyer's search keywords and this baby. If several indicators are excellent, it means that this keyword is more in line with the search requirements of buyers, and Taobao will naturally give this keyword greater weight in the future.
Sixth, SEO post-monitoring optimization
After optimizing the title of the baby, we should also check the changes of our baby through the daily data of the later market, mainly to monitor the daily traffic changes of different babies in the store, and the daily traffic and transformation changes of different keywords of the baby.
1. Observe the baby's traffic changes over a period of time, which can be seen on the baby visit details page of Quantum Constant Road, and you can see the baby's daily traffic change trend at a glance. If the traffic drops obviously after a few days, it is necessary to find the reason in time to solve it.
2. To check the conversion and traffic of different keywords in a single baby every day, you can see it in the search traffic diagnosis of quantum constant channel. In this tool, we can see the search ranking, presence, click rate, jump rate, conversion rate and other important indicators of each keyword on that day.
(1) If the conversion rate of a keyword is found to be declining for several days in a row, it is necessary to increase the promotion and increase the conversion rate, otherwise it will directly affect the keyword ranking in the later period.
(2) If some keywords in the baby's title are not displayed continuously, it means that the search heat of this keyword may be too great, and the keyword weight of our baby is too low to eat. The second situation is that this keyword has a low matching degree with our baby itself and has not obtained a good ranking. It is possible that the search popularity of this keyword is too small and there is not enough market traffic.
The above three pictures are the market data of artificial flowers, the core keyword in taobao index. These subdivided customer data can play a great reference role for most of our promotion and marketing.
(1) The consumers of artificial flowers are mainly concentrated in Shanghai, Jiangsu, Zhejiang, Guangdong and other provinces, which provides reference value for our store to promote the through train.
(2) As can be seen from the second picture, the crowd positioning of artificial flower consumers is mainly women who love green life and health, which tells us that the marketing for these people must highlight the product concept of comfortable and healthy life.
(3) The third figure below shows that the consumption level of these target customers is still relatively high, belonging to the upper-middle level, which provides a reference for the pricing of our new products in the later period.