66 must-read tips for Taobao operations

What is Taobao SEO? What are PV, UV, impressions, and bounce rate? There are many novice operators who do not understand a lot of knowledge about Taobao. Today I will share with you 66 must-read tips for Taobao operations .

1. What are PV, UV, impression volume, and bounce rate?

Simply put, UV refers to each unique visitor, and PV refers to the number of new visits (also called page views). For example, if a UV visits three pages, then it is 3 PVs. The reference significance of these two concepts to us is that if the PV/UV ratio is too low, it means that the browsing depth of our online store is too shallow. Normally speaking, the PV/UV ratio should be at least 2 to 3. Impression volume refers to the number of times the product is seen by buyers. If we want conversions, we must have clicks, that is, visits. If we want visits, we must have impressions, so impression is the first step. Bounce rate refers to the proportion of visits that only visited one page and left in all the store visits brought by the keyword. The lower the bounce rate, the better.

2. What is Taobao SEO?

Traditional Taobao SEO is Taobao search engine optimization, which is a new technology that obtains Taobao search traffic by optimizing store product titles, categories, listing and delisting times, etc. to obtain better rankings. In a broad sense, Taobao SEO refers to Taobao search engine optimization, as well as Taobao search optimization, category optimization, Taobao activity optimization, etc. We also call it free traffic development within the Taobao site, which is a technique to maximize the absorption of free traffic within the Taobao site to sell products.

3. What is product SKU?

SKU on Taobao refers to a collection of product sales attributes for buyers to select when placing an order, such as "specifications", "color classification", "size", etc.

4. What are slow-selling products and how should they be handled?

Definition: The product has not been sold in 90 days, and the key attributes of the product have not been modified for 90 consecutive days {including price, title, main picture, etc.} Reason: There are too many products in the store; the products in the store are not optimized. Self-examination: Enter product management and physical examination center in turn; or check the sales status of quantum attention and the product release time

Processing: Products with absolutely no market demand will be directly removed from the shelves or deleted and re-released; off-season clearance sales will be carried out through a series of Taobao activities: such as limited-time discounts, free gifts for purchases over 100 yuan, affiliate marketing, off-site promotion, etc.

5. How many steps are there in Taobao SEO screening and what are they?

When a buyer searches for a keyword, Taobao's search mechanism will screen the products and finally select products with good SEO to display in front. This screening process has six steps: first, relevance screening. Taobao will directly block products that you don't want to close. For example, if a buyer searches for dresses and you sell jeans, you will be directly blocked. Second, violation filtering. Products that have violated regulations will be directly blocked. Third, high-quality store screening. Taobao will give priority to stores with high weights. Fourth, high-quality product screening. Taobao will give priority to products with high weights. Fifth, on-shelf and off-shelf screening. When Taobao has screened out many high-quality products, it will sort them according to the time they were taken off the shelves for the sake of fairness. Sixth, window recommendation. Taobao will give priority to the products recommended by the window.

6. What are the factors that affect the relevance of Taobao SEO?

1. Relevance

This is easy to understand. Your product must belong to a certain category on Taobao. It is very important to emphasize the title here. For example, searching for jeans and searching for women's jeans will result in very different results.

2. System Mechanism

The system mechanism includes the product removal time, consumer protection, and window recommendations. There will be no problem if these are set up properly.

3. Seller service quality

1. Complaint rate

2. The product is consistent with the description DSR

3. Delivery Speed ​​DSR

4. Refund Time

5. Number of penalties

6. Customer service response speed

7. Customer Rights Protection

These are the sum of your product quality and overall service, which I think is a very important factor affecting the ranking.

4. Baby popularity score

1. Sales

2. Conversion rate

3. Repeat customers

In fact, when doing Taobao SEO optimization, don’t forget a lot of promotion methods, such as Direct Express and Alimama. Only by promoting the Taobao store in many aspects can you achieve the best effect for the store together with Taobao SEO ranking. To find the source of goods for opening an online store, you can go to 53huoyuan.com

7. What should you do when the optimal category for the keywords you find is inconsistent?

When the optimal categories for the keywords found are inconsistent, then you should consider whether these words can be used in your product! If it is possible, then divide the keywords by category, use them in different products, and publish the products in the corresponding categories. For example, the words "sportswear" and "sports suit" belong to the outdoor category, and sports suit belongs to the women's boutique - casual suit category. Both words are suitable for this product, so you can find the core words of the two categories, and then find the golden words for classification. Use these golden words on two products, one published in the women’s boutique category, and the other published in the women’s clothing - women’s boutique category. Note: Women's clothing and outdoor categories are two major categories, which will affect the main business proportion. I am just giving an example. If you want to do this, it is ok, but it will affect the main business proportion and reduce the weight of the main business proportion.

8. What are the more important Taobao search violations?

There are 12 common types:

1. Super low price 2. Super high postage

3. Baby replacement 4. Title abuse

5. Product does not match 6. Illegal product

7. Repeated distribution of goods 8. Promotion of products

9. Wrong category 10. Same product released in different categories

11. SKU cheating 12. Fake transactions

9. What are store weight and product weight?

Simply put, it is Taobao's favorability towards your store and products. In other words, it is how important Taobao thinks your store and products are. The higher your weight, the better the ranking Taobao gives you.

10. What are the factors that affect store weight?

There are many factors that affect the store weight, including the degree of cheating, violations and deductions, refund rate, complaint rate, time difference between sending and sending, DSR, Wangwang response, etc.

11. What are the factors that affect the product weight?

The main ones are sustained and stable growth in sales + high-quality click-through rate + search conversion rate + useful collections + dynamic ratings. Each of these items will have detailed questions and answers later.

12. What is the impact of on-shelf and off-shelf time on product rankings?

The closer a product is to being taken off the shelves, the higher its search weight and the higher its ranking. At the same time, we hope that when there are many buyers visiting, our products will be close to being taken off the shelves, so that our products will be displayed to buyers as much as possible.

13. How to plan the listing and delisting?

For example, if I have 30 products, first I need to distribute them evenly every day (the factor of competitive perspective is not considered here for the time being, which will be explained in detail later). One cycle is 7 days, so I need to put 30/7=4 to 5 products on the shelves every day. Suppose the peak hours of buyers' visits I have found out are from 14:00 to 15:00 in the afternoon, from 17:00 to 18:00 in the afternoon, and from 20:00 to 23:00 in the evening. Then I will distribute the 4 products that need to be put on the shelves every day to the end of each time period and delay it a little, that is to say 15:15, 18:15, 20:20, 23:15. If 5 products need to be put on the shelves, put one at 22:00, so that I can ensure that the product is taken off the shelves just in time for each peak of buyers' visits. Let me explain here, as for how much to delay, don't worry about it!

14. What is the impact of window recommendations on product rankings?

Taobao will give priority to products recommended in the showcase. The priority here refers to products without showcase recommendations under the premise that other factors are equal. What we need to do is to recommend products that are about to be removed from the shelves in the showcase, so that the weight of this product can be superimposed, and the ranking will be higher.

Keywords

15. What are Taobao search keywords?

Users can enter keywords in Taobao's search engine to filter products that meet the conditions, so that products that meet the conditions can be displayed.

16. What is keyword search index and competitiveness?

The keyword search index refers to the number of searches and the number of people searching for the word every day. The search trend of the word in a certain period of time can be queried through Taobao Index (). You can also use Data Cube - Taoci - Whole Network Keyword Search to query yesterday's data and one week's data for the word. Competition means competition, which means competing with other similar products for ranking.

17. What are core keywords?

Core words: Words that can accurately express the product and have relatively few words can be used as core words. The purpose of finding core words is to build a golden vocabulary. Core words cannot be used directly in the title. The reason is: Generally speaking, the competitiveness of core words is very high. If you use core words directly to combine titles, when the weight of the product does not reach the competitiveness of this word, it will be difficult to be displayed on Taobao's search page and be seen by buyers. Therefore, you need to look at relatively high-quality data to combine titles. The purpose of combining titles is to display them in front of buyers. Therefore, you need to search data in the data cube through the core vocabulary to obtain the best data for combination, so as to increase the display volume of title keywords, thereby increasing the clicks and transactions of the product.

18. What are related words?

Related words are also called extended keywords, which are an extension of core keywords. To put it simply, they are words related to your baby's name.

19. What is the difference between related words and keyword relevance?

Related words are words that are relevant to product categories, attributes, and search keywords. Keyword relevance refers to the relevance between the key attributes of keywords and category attributes and product titles. The difference is that the related word is a word, and the keyword relevance is a descriptive attribute. It is not a word, but is used to describe. In other words, if the related word has a high correlation with the product category, attributes, and search keywords, and the search volume is also large, the related word can also be used as a keyword.

20. What are the golden keywords?

Golden words are words whose search index is greater than the number of products and have conversions. Try to use the average value of the last 7 days. You can estimate the average value by using the Taobao index.

21. Choose words based on product weight?

Generally speaking, the traffic that can be obtained from Taobao is very little. Some sellers are smarter and directly copy the titles of their peers. If the other party's titles are well optimized and the weight of the product is the same as yours, then you will make a lot of money. The problem is that your peers are doing really well. Taobao opens tens of thousands of new Taobao stores every day, and then tens of thousands of Taobao stores die. Therefore, it is more important to master some Taobao operation skills. So what kind of keywords should you choose for your product? Choose keywords that match your product so that you can get rankings and attract traffic. For example, you are selling women's bags with 0 sales, and the keywords you choose, the ones ranked in the first three pages are all those with sales of a few hundred or dozens. I can tell you responsibly that except when your product is about to be taken off the shelves, you will have a chance to rank in the first few pages. At other times, it will be difficult for you to get traffic. Sometimes you will see your competitors in a certain position on the homepage for several days in a row. Have you thought about the reason? It is because the keywords chosen by your competitors are very consistent with the weight of your products. So if you have a product with 0 sales, you should choose keywords that can rank high for products with 0 sales and then integrate these keywords into the product. If your sales volume is 100, you should choose the keywords used by the products before, after, and around your product that also have sales volume of 100.

22. What should I do if I can’t find the golden words?

To search deeply, (1) first determine the basic core words (2) find the words that can be used through search (3) continue to search to find the words that can be used (4) find the words that can be used by referring to the titles of peers (5) search through Taobao rankings (6) find the words that can be used through traffic analysis category word list (7) add keywords to the through train search (8) combine the main core words and attribute keywords. Note that the depth should be limited to avoid duplication of work.

23. Repeat core words?

The so-called repeated core words are the words that appear in repeated searches, such as children's clothing and children's clothing for boys. Searching for children's clothing will result in related words such as children's clothing for boys. However, if the word children's clothing is a very popular search word, you can use the word children's clothing for boys to expand the search, so that your golden words will be easier to find. If you are searching for boys' children's clothing T-shirts, it is unnecessary, because the word boys' clothing is not a hot search word, and even if you search for boys' children's clothing T-shirts, no useful words will appear.

24. Why can we sometimes find the entire title but not a single word in it? What should we do?

In this case, the product does not have a high weight, so when searching for a certain keyword, the product without the corresponding weight will naturally not be ranked. Use the data cube to find the keywords that are suitable for the product weight, and then optimize the title and the time of listing and unlisting.

25. When establishing a keyword database, should you check yesterday’s data or 7 days’ data?

The data in the last 7 days should be kept away from randomness.

26. How to determine whether a keyword is a pseudo-word?

Personally, I think we can combine the Taobao Index and the Data Cube for comparison. If a word has hundreds or thousands of traffic every day, and it makes it to the homepage, but there is no traffic at all. If the main image and price are fine, you may have to consider changing the words. Also, the traffic of each word is different every day, which is easy to overlook and needs to be paid attention to in time.

27. Can the same keyword be used in different products? How do you understand it?

Yes, you can have up to 2 of your products on one page. It doesn’t matter if you use them repeatedly, but products with the same keyword will not be displayed at the same time.

Title

28. Keyword stacking?

That is, multiple keywords related to the product are directly listed, which contain multiple repeated words and the title sentence is not smooth, for example: Inflatable bed single inflatable bed single honeycomb inflatable bed single bed width 2475px single column inflatable bed free shipping

29. Brand words and sensitive words?

Brand words are keywords that contain brands, such as Bosideng down jackets. Sensitive words are keywords that Taobao prohibits or does not explicitly allow to be published, such as Taobao franchise, export original, LV genuine, Gucci authorized, etc.

30. What symbols are generally used to separate title combinations?

Theoretically, two symbols are used: space or /. Generally, we are used to using space, but sometimes / is used to make the title look more readable. For example, iPhone 4/4s is more readable than iPhone 4 4s.

31. What are the three principles of Taobao title segmentation?

The three principles are the close priority principle, the irrelevant principle, and the attributive-modifier combination principle; the importance of the three principles here is: close priority > irrelevant principle > attributive-modifier principle, which means that the principle we should consider most when composing titles is the close priority principle.

32. What is the principle of attributive-modifier combination?

The principle of attributive-predicate combination: the rhetorical words are placed before the title, and the nouns are placed after it. . Such as the new 2013 women's high-heeled leather shoes

33. Category one words, category two words, category three words?

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34. What is the close priority principle?

Secret priority means: for example, for these two titles (other factors are the same), if the buyer searches for "long sweater chain". The following titles are displayed first: "High-quality genuine Korean sweater chain Korean long necklace female gourd rose flower key" "High-quality genuine Korean cat's eye necklace Korean long sweater chain female gourd rose flower key"

35. What is the principle of irrelevance?

If a word is separated by one or more spaces, the order of the separated words can be any. For example, the search results for the three words "2014 new men's down jackets" and "men's 2014 new down jackets" or "down jackets men's new 2014" are the same.

36. What is the general ratio of Category I words to Category II words in a title?

Generally speaking, the first category of product weight words should account for 80% of the title, and the second category of words should account for 20% of the title. This is because low-weight products basically cannot rank with the third category of words. When the weight is higher, the first category of words can be replaced to bring more traffic to the product.

37. When can a product be mainly used as a second-category word?

When the first category of words has a stable ranking and a certain weight, start considering the second category of words. And so on

38. Do I need to remove the product from the shelves if I change the title?

There is no need to remove it from the shelves. The items on sale can be edited and modified directly.

39. Should we add spaces when combining titles? How to add them and how much to add?

If the keyword we are going to use contains a space, then we should keep the space. For example, if the word "jeans women" contains a space, then we cannot write this keyword as "jeans women"; if it is two independent keywords, we need to combine them into the title. It doesn't matter whether there is a space or not. For example, keyword 1 "shoulder bag women" and keyword 2: "crossbody bag Korean version" can be combined without a space in the middle. It can be written as "Shoulder bag for women, Korean version". Generally, there can be at most 2-3 spaces in a title, which will make the title appear compact and easier to read.

40. How long does it take to modify a title after it is created? What should be done during this period?

Generally speaking, it needs to be modified after one to two cycles. During this period, what we need to do is to monitor the product through the keywords in the business advisor, focusing on which keywords in the title bring us traffic and which ones don’t even show up. After observing for one to two cycles, we need to delete the keywords that don’t bring us traffic, replace them with new keywords, and keep the keywords that can bring us traffic. This is the future optimization work, and this work needs to be done continuously.

41. Why can’t we trust the diagnostic results of some title diagnostic tools?

Because there is no diagnostic tool that can correctly diagnose what words your title weight is suitable for, all diagnostic tools judge whether your title is healthy or not based on the search index of your keywords. This is a very unreliable basis and can only be used for reference!

42. Is there any difference between a keyword with a space and separated by words?

The effect is the same, for example, the words "single shoulder bag women" and "crossbody bag Korean version" are written as "single shoulder bag crossbody bag Korean version women", for the word "single shoulder bag women", the effect is the same

43. Why can’t you copy other people’s titles when putting together a title?

Because the weight of your product is different from that of your peers, if you copy the titles of your peers, some words may be suitable for your product, but other words may not be suitable for your product. Therefore, copying the titles of your peers is a very poor practice. You may get lucky and have a good guess, or you may not be lucky.

44. Does the change of the position of keywords in the title affect the ranking?

Changes in position have no effect on search weight. In other words, when we modify the title, changing the position of certain keywords has no effect on our weight.

45. If two different products use many of the same keywords, will it be a violation of regulations?

No, because the properties, main pictures, prices and descriptions of these two products are different, so it doesn’t matter. But I would like to remind you that in order for buyers to better identify the products, try to avoid using the same titles when combining them.

46. ​​How often should the title of a product be modified? What’s your understanding?

Generally, you should modify the title once every seven days. Don’t modify it too frequently, and no more than twice within seven days at most. Because every time you modify the title, Taobao will have to re-include your product, which is equivalent to increasing the burden on Taobao’s server. If you modify it too frequently, Taobao will be unhappy. This is the first reason. Modifying too frequently will cause Taobao to mistakenly believe that there is a problem with your product. This is the second reason.

Weight

47. Why does posting your own store links everywhere affect search weight?

Because posting store links everywhere will bring you a lot of inaccurate traffic, which will cause your store's conversion rate to be very low. Taobao will think that your store or product buyer experience is very poor, which will cause your store's weight to be very low.

48. Why is the search weight of the products participating in the event very low?

If you participate in the event, there may be three results:

First, it may bring a lot of inaccurate traffic, which is often inaccurate and will reduce the conversion rate;

Second, it may lead to a surge in sales, and then a sharp drop in sales after the event. Taobao does not like such a sudden increase or drop in sales.

Third, it may bring about medium, bad and low reviews, especially low reviews will seriously affect the search weight.

49. What kind of clicks are helpful to search weight?

Three factors: long stay time, no bounce, and up and down browsing; in simple terms, a visitor comes in and slides the mouse up and down, browses the description, and then clicks any link on this page, including purchase, favorites, home page or other products, etc.; the principle is that if the page is closed after staying for too short a time, Taobao will think your page is not attractive; if there is no up and down browsing behavior, the picture on the description page will not be opened, and Taobao will think your page is not attractive; if the page is closed directly after reading this page, Taobao will still think your page is not attractive

50. Search a keyword for product A, and then click on product B to complete the transaction. How does the search weights of A and B help?

This situation is just a non-bounced click for A, and the impact on A's search weight is limited to the fact that the quality of this click is good; for B, it is just a transaction, and there is no direct improvement in search weight.

51. What are the strategies to improve dynamic ratings?

The most common practice is to give 5 points of cash back or gifts for favorable comments. This common practice is not just to write it in the description. You need to write it on the description page, write a thank-you letter in the package to explain, and remind the customer on Wangwang in time after the customer signs for it, and many other auxiliary methods; of course, the most important core is user experience. Any method we think of is to satisfy customers.

52. Which collections are helpful for search weight?

Collections that can generate secondary visits are helpful for search weight. The recommended approach is to launch a store-wide coupon-giving campaign for collections, and at the same time do something like this on the product details page, giving customers two choices: first, if you buy my product now, you can enjoy some discount; second, if you don’t want to buy it for the time being, it’s okay, just collect my product and I’ll give you something. For example, if I’m in the shoe business, I’ll give you a 10-yuan voucher for collecting my product, which is valid for one month, and a pair of socks at the same time. When you decide to buy it, you can use the voucher to save 10 yuan and get the socks at the same time.

53. How do you understand invisible demotion?

There is no such thing as invisible demotion. All the tools on the market for detecting invisible demotion have various purposes. As for why there is no such thing as invisible demotion, one reason is that the official has issued an announcement. Second, the evaluation data captured by the invisible de-ranking tools are inaccurate and incomplete.

54. What is the support for new stores?

In order to support the development of new stores, Taobao provides a lot of support for new stores, among which the support for search weight is more obvious; the support stage is from newly opened store to below one diamond, and the specific support time depends on your performance. If the store performs well, it can be supported to one diamond, and if the performance is not good, it may end in a week; the support targets are newly opened physical stores, and virtual stores do not enjoy support; the support standards are: dedicated high-quality stores, that is, stores that sell one category of products from beginning to end, with good user experience, and the focus is on click-through rate and conversion rate; after understanding these, we know that if you want to enjoy the support of new stores, first, don’t start with virtual, second, don’t look for traffic everywhere, focus on internal skills such as click-through rate and conversion rate, and third, don’t change categories easily.

55. Can conversion rate improve search weight?

The conversion rate that can best improve the search weight is the search conversion rate. For example: if a buyer searches for the keyword "single shoulder bag women" to enter this product and then completes the transaction, then this conversion rate will be very beneficial to the weight improvement of the word "single shoulder bag women"; in addition, if a buyer searches for the word "single shoulder bag women Korean version" to enter this product and then completes the transaction, then this conversion rate will not only improve the weight of the word "single shoulder bag women Korean version", but also improve the weight of the word "single shoulder bag women" because the word "single shoulder bag women Korean version" contains the word "single shoulder bag women".

56. How does sales volume improve search weight?

Sales volume has an impact on search weight. The most beneficial sales volume is a continuous and stable growth in sales volume. Here are a few points:

1. Stable sales trend;

2. Increasing sales trend;

3. Sustained sales trend;

4. Sales amount;

57. Is it not recommended for new stores to convert virtual to physical?

First, Taobao does not support virtual stores. Second, Taobao hopes that you will stick to one category. If you switch from virtual to physical, it means you have committed both of these mistakes, and Taobao will have a very bad impression of your store.

58. Is it not recommended to change the main categories frequently?

One of the most important indicators in Taobao SEO is relevance. The proportion of your main categories determines the relevance of your store to the keywords searched by customers. If you change your main categories frequently, the proportion of your main categories will be very low, and Taobao will think that your relevance is very poor.

59. Will my rights be downgraded if I modify the product title, description, main picture, or price? How do you understand this?

Do not modify these things at the same time, otherwise Taobao may misjudge you as changing the product. The safest way is to change them one by one. If there is no special need, it is best not to modify the main picture, description, fixed price on the day of delisting.

60. If a buyer searches for a keyword and then chooses his city to complete the transaction, will the weight of the product be improved?

This situation will only improve the search ranking of the search results page after selecting the city, but will not improve the weight of Taobao's overall ranking.

61. Will the inability to modify the product attributes of the consignment products affect the product’s weight?

Those that cannot be modified are marked with a red asterisk. They are all related attributes and do not need to be modified. They will not affect the weight!

62. How to avoid the situation of having the same items when doing consignment sales?

There are mainly several aspects to avoid: main picture, price (if modification is allowed), title, and details. The focus should be on the main picture. Do not make modifications to the main picture provided by the supplier. The best way is to find a picture from a completely different angle on the details page and make it the main picture.

63. About drainage methods:

The main sources of Taobao traffic are as follows. Choose the promotion channel that suits you based on the situation of your own store.

64. Can I open two stores at the same time with one computer and one Internet cable?

It is fine to open two stores of different categories with one computer and one network cable. However, you cannot open two stores of the same category with one computer and one network cable at the same time. Taobao will consider it as a duplicate store. Even if you open different products in the same category, it is not allowed. Try not to do this.

65. Your store sells women's clothing. Can you sell women's bags?

If you sell women's bags in a women's clothing store, it will not be reflected in the proportion of the main categories of the store, because they all belong to the large category of clothing, shoes and bags. However, the Taobao system will determine that your store is not well related to women's bags, so try not to do this; however, if you really do this, as long as your other weights are good, it will not have a serious impact

66. Is it possible to run a C store and a Tmall store of the same category under the same IP?

This situation is possible

The above is the relevant content of the 66 must-read skills for Taobao operations. The editor will introduce it here, and I hope it will be helpful to everyone.

Author: Webmaster's Home

Source: Webmaster Home

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