Pinduoduo search term ranking rules

In the store's traffic structure, the accuracy of search traffic and conversion rate are ranked first, and are also the breakthrough method for stores to increase their profit margins. If you blindly pursue the operational means of increasing the store's growth rate by increasing paid traffic, then even if the store's turnover doubles, the profit will be less than before.

1. The key to search traffic

Buyers will search only when they have needs. Search terms are a direct reflection of needs, and product titles are the bridge between buyer needs and products. Buying and selling is the supply of demand, and the title of the product is the basis for the search. If the product wants to get traffic, then it is particularly important to choose words when making the title. The words you choose determine the upper limit of the traffic ceiling you can get. For example, the traffic pool of the keyword dress and the mid-length floral dress, the size of the traffic pool of this keyword is different.

Therefore, the product stage and the words to be used are all determined by operations. Whether you want to get a piece of the pie from the big words or a scoop from the small words depends entirely on your thinking and cognition.

2. Rules for displaying search rankings

When buyers search for keywords, it is equivalent to consumers issuing demand instructions to the search system, asking them to help me find the items I want to buy and that meet my needs. Then, in the retrieval system, words will be selected based on relevance and matching.

One is the category relevance of the product. For example, if you search for women’s jeans, and your product is listed under women’s casual pants, then your product will not have a chance to be displayed.

The second is attribute relevance, so when we release a product, we must fill in the product attributes completely, which is conducive to the overall ranking of the product. Then the seller will ask, if my product meets both of these requirements, can it be searched by buyers?

The answer is no, because among the numerous competing products, meeting these two search rules is only a basic condition, just like getting an admission ticket. Whether you can get the final display depends on whether you have a more precise relevance to the buyer's search and whether you are competitive compared with competing products!

So what are the principles for displaying search keywords? If we divide it by accuracy, we can:

Exact match: Prioritize products with the same word order. The buyer's search terms are highly consistent with the order and combination of the words used in our titles.

Center Match: When the keywords searched by buyers cannot be accurately matched with the titles we use, we will use the center match of keywords.

Broad match: Display related products of homophones and synonyms

Complete matching: Search for keywords followed by product attributes, for example, T-shirt with round neck for men, then the round neck is the attribute of the product. Even if our product title does not have this attribute, but we fill in this attribute when publishing the product, then the filling function will be realized and our products can be searched out.

3. Where can I find words?

The word selection methods we usually use are based on the data management tools provided by the platform, because this is representative.

Tip 1: Go to the store backend data center - traffic data - hot search terms for products and make statistics on these hot search terms.

Select the hot search words in the Pinduoduo search drop-down box. You can find several good drop-down box words for each hot search word. For example, if we search for: women's shoes winter warm

Highly relevant words will appear in the drop-down box, so we will collect these words and use them in the title.

Tip 2: Enter the Promotion Center - Promotion Tools - Search Word Tool

You can analyze industry search terms to find the third-level product categories where your products are located, calculate their search popularity, conversion rate, competitiveness, etc., and find keywords that are more suitable for your products.

Tip 3: Go to the store backend data center - traffic data - hot search terms for products, count these terms, and use the search term query function in the promotion tool

Through the search query function, we can get more relevant search word recommendations, which can be combined into our product titles.

Through the above three methods, the words found are used for data statistics in tables, combined with their search popularity, relevance, word arrangement order, etc. You can also combine one to three words at your own will to meet the buyer's search habits.

4. What are the pitfalls we need to avoid when creating product titles?

1. For the product title, you need to find words and combine them yourself. You cannot just find the products at the top of the soaring list or ranking list and copy the entire title just to save time and effort. Imagine two products with exactly the same product titles. Will the system display both products at the same time? There will definitely be a process of survival of the fittest, and your product will be directly blocked.

2. The word we finally use must be suitable for the product. We cannot use a word just because it sounds good or has a lot of search traffic. If you use a word that does not match the product, even if you get traffic, your product will not meet the needs of buyers, and they will skip your product and click to browse your competitors' products. This will also affect your click-through rate and conversion rate, and have a negative effect on the product. The platform will not like products with too poor data.

3. Among the words we searched, when the attributes and various aspects have a high degree of match, try to choose hot search words and big words as titles. This way, the potential traffic pool capacity of your product will be large.

4. Reduce the number of words and use the least number of keywords to cover a larger search volume. For example, women's shoes high heels, women's shoes warm in winter high heels, then for such words we can combine, women's shoes high heels warm in winter, which not only reduces the number of words, but also does not affect the buyer's search.

5. Try not to use repeated keywords

If a keyword appears too many times, it will not increase exposure, but will reduce the number of effective keywords. Therefore, keeping the product title optimized is also an important and indispensable task in the store operation process.