Luggage carousel-what are the key points that mall APP must pay attention to?

What is the operation of Tmall mainly about? The first part is aimed at Xiaobai, or many friends who don't know Taobao search.

Give a systematic explanation.

What is a search?

Many people have done Taobao, only knowing that search traffic is very important.

I don't know what search is,

Search itself is not mysterious.

It's just that we hyped it too much, and some people wrote it mysteriously and over-packaged it.

I will resume the search with you today.

1 search engine principle

2, Taobao search engine principle

3 Taobao seo common wrong thinking at present

4. How to create a good title

5. How to optimize the product title (next practical chapter)

Let's popularize some basic knowledge first

1 search engine principle

What is search? Do we know its history? Principle?

Learn some industry knowledge first, hehe.

What is u 1 Seo?

A: Search engine optimization.

What are the common search engines in u2?

A: Yahoo, Google, Baidu, Taobao, 360, sogou, etc.

U3？ What is their profit model?

A: The essence of advertising and bidding ranking is to sell traffic to website owners, such as Baidu Bidding and Taobao for training.

What is the purpose of u4 Seo?

A: Optimize the website to the first page of search results through various means to obtain traffic.

U5, do you have any secrets? Trick? What is it?

A: Yes, hehe, ask an expert.

Google was the first to make a famous bidding ranking, followed by Baidu.

Our through train is a bit competitive.

But the formula is different,,,

If we want to do seo,

We should learn about history first.

Don't you think it's a bit like when you were in college, you had to learn some history to learn a special book?

Okay, get to the point.

Do seo, first understand history.

The algorithm of search engine has gone through the following four stages:

1 manual directory

Mainly used in the earliest Yahoo model 200 1 years ago. SEO was very simple at that time. As long as the information when the application is submitted is written skillfully, you can get a better ranking.

2. Text analysis

Before 2003, although both Google and Baidu had link analysis technology at this time, the entry algorithm was mainly based on text analysis, and SEO was also very simple. If the keyword density in the title and meta and the content of the web page increase, the ranking will be easy to obtain.

But in 2004, a large number of junk websites appeared in batches, which seriously affected Google's content. At that time, when Google searched for hot words in some fields, at least 20 of the first three pages were junk websites. Finally, it led to the improvement of Google algorithm and the cleaning of ranking.

3. Link analysis

From 2004 to 2009, the most popular sentence in SEO circle during this period is: the content is Wang San, and the link is the emperor! During this period, the most important thing for search engines is reverse links. The more backlinks, the better the ranking.

As a result, spam links, trading links and black links are flooding. Finally, as a last resort, the search engine upgraded its algorithm and cleaned up the websites ranked by junk links and black links in batches.

In fact, this can be said to be a joke. In the past, many Baidu seo 2 goods used this set to go to Taobao seo to set up a store group, that is, to open a lot of stores and link a store or a product with * * *. I think this method can provide weight ranking.

Actually, it's useless. Taobao is an algorithm. There is no such algorithm.

4. Intelligent analysis

Speaking of intelligent analysis, I have to mention one thing that happened in 2006. At the beginning, the CN domain name could be registered for one dollar. Soon I found that Baidu's update speed was very slow, so I predicted that Baidu's hard disk would not be enough. Sure enough, in the next year, China's garbage stations flooded to unimaginable levels, making Baidu miserable. Then Baidu began to manually delete junk content and improve the original content analysis technology.

However, the core principle of search engine algorithm change will never change, that is:

1. Deception means blocking junk websites.

2. Technical analysis of improving user experience

Having said that, let's go back to Taobao search.

The principle is the same.

1, means to prevent cheating: selling fake goods by swiping the bill.

2. Technical analysis of improving user experience: personalized search, recommending personalized products and so on.

Taobao's search itself is a process of continuous optimization calculation.

Here, we can talk about brushing. Many people have brushed their bills. I am a shop, and neither of the two Tmall companies I work for has brushed the bill.

Brushing the bill itself is an unreliable thing.

The system can recognize that even if you use vpn, it will recognize your mac address. Do you think you will get this 2 soon? Hehe, naive

It will also identify your other hardware ip, so I don't recommend that you do baby optimization.

To brush

Let's go back to the search engine. No matter what search engine it is, the underlying principle and algorithm are the same. It may be a lot whiter, but I don't quite understand what I just said. It's good to know.

Let's take a look at the experience sharing of search engine bosses in the latest SEO algorithm.

Search engines have too much weight, and we have to simplify complex things, so I only share the three most important points.

1, content quality control; The products had better have unique selling points, be fashionable and be recommended by search engines.

2. Link structure analysis; There are certain paid advertisements, not separate drainage methods.

3. Analysis of users' browsing behavior; Shop quality is high, baby browse time factory.

In the words of Taobao people, it is

1, the product has a unique selling point. For example, I sell a three-proof mobile phone with unique quality.

2. There are certain paid advertisements. In the words of an article by our ghost brother, it is to make the ecology more balanced and not absorb too much ecological flow and contribution.

3, users browse for a long time, the baby is well introduced, and they are willing to see more other products in the store. This involves shop decoration, visit depth and stay time.

here

It is content quality control.

Content quality control is always the primary goal of search engine algorithm. What kind of content will attract search engines?

Answer: naturally attract users to attract search engines!

(put it on Taobao, your style has Taobao characteristics, that is, the first picture is good, the baby stays for a long time and the conversion rate is high. )

Many people do C stores, or new stores, and always say that their stores have no traffic. Have you ever thought about it? Taobao may give you a good display, but your first picture is not good, so the click rate is not good. After this support period, your baby will get cold.

Here's a tip.

I do explosions, I do headline seo, and my first consideration is the first picture, okay?

Who is my first picture compared with?

You can use Cheetah browser or 360 browser to take down the first three pages of popular baby according to keywords, such as bean shoes, and compare them to see if your first picture is compared with them.

Is the competition fierce?

Also, you must distinguish between people when comparing.

For example, the soybean shoes I sell are 200 fast shoes.

It can't compare with 100 express shoes.

200 shoes must be genuine leather,

Users pursue higher.

Comparing the first picture is to rank your first picture in these popularity rankings, p to the top 8, the last 8, and p to the baby who is similar to yourself or imitates the baby to see if it is attractive.

This is laborious, but it is also a very useful skill.

Of course, if it is a C store, you can use fresh cowhide, and the scene is more interesting. As time is involved here, I won't go into details.

Then let's go back to Taobao search.

, Taobao search engine principle

What are the Taobao searches? Default search: the main direction of search traffic is greatly influenced by the time of taking off the shelf, and the goods are displayed in turn according to the time of taking off the shelf.

Excerpt from the previous official statement.

The carousel of off-shelf time

If the explosions are old products, Taobao is very painful, because it will not improve the user experience and will be lost.

Saved search

Popularity search: the baby with high popularity in the last 30 days, the industry baby popularity vane, can analyze the industry benchmark opponents.

Sales search: the top sales baby in the industry, which can be used for analysis, selection and competitor analysis.

Credit search: ranked by credit rating, the highest is 4 gold crowns at present. Tmall also has a reputation ranking, but it is not displayed.

Price search: arranged by price.

In fact, credit search and price search are both chicken ribs search at present.

Because the result will interfere with the search conversion.

There is nothing worth studying in this piece, so I won't say it.

Latest search: sorted by creation time

Store search: sorted by store relevance.

You have to set it in the background. The categories of store sales will be relevant.

He is divided into default search and sales search.

There is also a transformation in this piece.

At present, the store I do has this piece of search conversion every day.

Mobile phone search: m, close to baby popularity search, with a through train position.

But this time, Taobao will have a major change.

Personalization is more serious,

At present, in Taobao search, the mark between store C and store B is not obvious.

therefore

It's a great opportunity for store C.

here

Let's talk about the main picture again

As long as your customers are already in your store, collection store, or baby, next time you search for related products.

You have to search and tag.

There was a rumor that 20 14 cancelled the assembly weight.

Whether it's true or not,

But if it is a real customer, once it is collected, it will still be good for your store traffic, and he will still come back.

However, the premise is that your store products are ok and the store decoration attracts him.

So what's next?

On Taobao Search Weight

Many people will ask what is the weight and proportion of Taobao?

Is there really a saying of proportion?

Wrong, it's a bonus system.

Off-shelf time (taobao index is a key word below 3500, basically regardless of the off-shelf time factor, the actual conclusion)

Many people make the search weight very complicated.

I like to say complicated things, simple words, and then say them.

Can be divided into three points,

1. Off-shelf time:

2, baby quality score

3. Store quality score

Let's talk about the shelf time first:

The knowledge that Wen Gu said just now,

The carousel of off-shelf time

Tips to share: If the taobao index of a keyword is lower than 3500, the conclusion of actual combat is basically ignored.

2. What is the baby's mass score? I only said the core.

1, residence time, jump rate

2. Search click conversion rate

3. Collection and product sales

4, favorable rate, describe the score

Store C of 20 13 has removed the weight of favorable rate, but it should be remembered that if the favorable rate is obviously poor, the weight will be reduced.

A successful explosion seed hand will always stare at the evaluation of the explosion.

Because this is the key to transformation.

Store quality rating, I also talk about the core of this.

1, the sales rate of the whole store.

2. Three DSR scores

3. Refund speed and rate

4, whether cheating, punishment period

5. Depth of visit

6, the proportion of old customers, return rate

Too high a refund rate and too slow a refund rate will affect the ranking.

Don't fall below the industry level.

I suggest you monitor it in real time.

The sales rate is also the data I care about.

Don't fall below the industry level.

I suggest you monitor it in real time.

A successful operation

You must know your product sales rate.

Two concepts are promoted here.

The first is the products that search engines think are unsalable.

Within 90 days, 0 sales, unchanged baby, even unsalable baby.

These treasures will not appear in Taobao search index database.

Even if you search all 30 keywords.

The second unsalable baby is my definition. We can see it, too

This is 30 days, zero sale, baby.

These babies deserve our attention.

1, care about the inventory ratio

If the inventory is large, it is necessary to reduce the price and promote sales, or buy one and get one free.

2. If the stock is small, try to give it to old customers as a gift.

For a store, the best sales rate is above 50%.

These operational levels

I won't go into details.

Return to search

Careful friends, you will find that the three points just summarized always feel that I have said a little less.

1. Consumer deposit, from Store C.

2. Window recommendation

This is the most basic knowledge.

I won't talk about it.

There are two sentences in the window. Many people always think that the treasure of tofu blocks found by Taobao must be recommended by the window.

Really? 、?

We always think that window recommendation has a certain weight?

Not necessarily. There was an explosion in our store, which was not recommended by the window, but it was still tofu, which took a long time.

Therefore, not every expert is right, and practice makes true knowledge.

Taobao search principle _

1, the user experience is good, and the uv value is maximized.

Understand more deeply and clearly.

I summed up a long paragraph

Study for everyone.

1, category matching

2, keyword matching: before and after disorder, before and after closely related.

3, the store quality score is high, ranking first.

4, baby quality score is high, ranking first

5. Archimedes: under the three preconditions of consumer protection priority, relevance and window recommendation, they are sorted according to the time of removal.

At present, there are many reference factors that affect the service quality of stores, including: whether it is illegal, cheating, refund rate, overtime refund rate, delivery speed, response speed of Want Want, and slow-moving goods rate. There are dozens of parameters, but the weights are different.

Old Six Fellows (15:02: 14):

2. What are the weights that affect the baby ranking?

First, the power reduction factor

1, psoriasis

2, unsalable goods (90 days 0 sales)

3. Baby details page (length, opening hours)

4. Store downgrade (violation of Taobao rules)

5. Product degradation (brush quantity, 0 sales volume)

6. Speed and time of refund

7. favorable rate (official news has been cancelled)

8. Store DSR score, with 3 points.

9. Misuse of keywords: piling up keywords and misusing other people's brand words.

10, stealing baby

Remarks: unsalable baby

What is unsalable baby?

At present, the definition of unsalable goods is:

Products that were first released 90 days ago and have not sold any goods in the past 3 months. And it hasn't been edited or modified in three months, which is actually a long time.

This kind of treasure will not enter the first 100 page of the search index library.

Second, the weight factor.

1, 3 days, 7 days, 30 days sales growth (year-on-year, quarter-on-quarter)

2. Store consumer deposits

3. Category recommendation label

4. Invisible label

5, baby collection, store collection

Question:

How to find the invisible label? Glasses, household and other categories were not found.

summary

The store has a high quality score and ranks first.

Baby has a high quality score and ranks first.

Ranking essence:

1, sales increased steadily.

2, do not cheat, do not fool, do not brush.

3, product quality,

4. Serve your customers well

Cheat your customers with discounts.

Question:

How many items are there in store quality score and baby quality score? What should I pay attention to at ordinary times?

How much impact does it have on the baby's natural search?

3. How to quickly get the baby ranking weight?

1, brush a bill? Don't! ! ! !

2, grab the shelf time: the new product is blank, and the explosion grabs the hot sale time.

3. Window recommendation

4. Customer assembly

5. 7-day and 30-day increments of sales volume: year-on-year and quarter-on-quarter increments.

6. Fill in the baby attributes and labels as much as possible.

4. How to find words

Speaking of finding words

Dry goods are gone

There are many trivial things in operation every day.

We shouldn't spend too much time doing many unnecessary things.

Find a word, there are many words to find.

The common way to find it,

Let me show you.

Finally, share a little bit about the closely related title keywords.

At present, the weight distribution of search word matching methods is as follows: first, complete matching, second, close matching, third, before and after matching, and fourth, fuzzy matching.

Is the weight of a word.

So the order is reversed.

Sometimes it's different.

The weight of matching before and after is low.

These words will also be ranked according to your 7-day sales, 30-day sales, baby points and store points.

If everyone shares the treasure and the shops share the same points,

Priority is given to perfect matching, close matching and fuzzy matching before and after matching.

In the second half, I will teach you how to make a title, which is the real dry goods (next article).

We continue to

Data Rubik's cube pottery porcelain, keyword query of the whole network

Taobao drop-down words

3 Taobao seo common wrong thinking at present

Only 1 will there be traffic on that day.

The carousel of off-shelf time

Lao Liu's suggestion: It is very helpful for sellers to arrange the decline time of your goods reasonably, especially clothes, bags and shoes. For the sketch category, let's analyze this product first, and the weight of the shelf is high.

We can compare the following two groups of experiments.

Let's look at the comparison between the two groups first.

A: dress vs dove dress

Wash bag: facial cleanser

Let's take a look at a: dress vs dove dress.

We found that the word "dress" stayed for quite a short time. This is the result of Taobao's default search for the first three pages. The results of the first three pages are enough to judge our understanding of this keyword, and rarely turn to the fourth page.

Let's take a look at Dove's same dress.

The off-shelf time was disrupted. Why? It shows that the weight of this keyword is lower when deleting.

Default search time statistics for the first 3 pages of dress.

Dove's same dress is searched by default, and the first 3 pages are removed.

Wash bag: facial cleanser

Count the deletion time of the first three pages of the default search package washing.

The first 3 pages of the default search time statistics of facial cleanser.

Did you find a magic drop-down word?

What style of dresses do you have?

If you are interested.

You can study it.

this is interesting

This word is similar to the drop-down word for acne.

Search if you don't believe me.

Well, there are other ways to find words, such as the top 20 words.

If people want to be lazy,

I want to make another good title

Then use the word data cube.

I make headlines and look for words.

Always use a data cube

Willing to be efficient

Why are data Rubik's Cube words good?

1, highly correlated

2. The bottom layer of Taobao data algorithm is 0 1, indicating whether it is relevant or not. If you use irrelevant words, it is a waste.

Taobao Taoci has sorted out the related words of its subcategories for you according to popularity search.

Why bother to find words again?

Why waste time?

This kind of finding words

Both the standard version and the professional version can be satisfied.

Dear friends, do you all know?

Typing 1 hour

2 keywords repeated twice have high weight.

We should make it clear that if you see someone repeating two words, ranking before you is not necessarily the reason for the keyword, but also other weighting factors, such as 7-day sales, shelf time, dsr score, and disorder before and after the keyword is put in.

It doesn't matter whether there are spaces or not.

We often see data cube recommendations, some of which are spaces. At this time, we are easily confused. Do you want spaces?

At this time, we only need to do one thing, directly test it and see if the result is the same as this keyword. According to my practical experience, sometimes it is the same, and sometimes it is different. If they are the same, there is no need for spaces. If it's the same, you need to see if your baby is competitive here. For example, if all the sales are 1000, and the other result is several sales, I will choose a few at this time. Because the competitiveness is not very great, of course, this is a small category, and it can be done without great weight. If the right to take off the shelf is of great significance and can only stay less than 1 day, then let's analyze the gap between the popularity ranking and sales ranking of this keyword and find out the best time to insert it. Is there anything we don't understand here?

If you don't understand, give me the keywords on the spot, and I'll show you the screenshots on the spot.

4. Will adding hidden keywords to my details page increase the weight? White characters, white background, English characters comma,

No, Taobao's search technology can only match keywords and commodity attributes at present, and will not grab the text of the details page. This technical problem has not been significantly improved at present. Once this crawling detail page is started, it will affect the crawling speed, which is not conducive to product display and seller experience.

4. How to create a good title

How to write a successful baby title—

U 1 keywords are related to baby, and the categories must match.

U2 attribute words are related to babies.

U3, finding words properly saves effort.

There is no difference before and after u4 keyword.

When learning to write a title, u5 should start by tearing down the title of the competitor.

U6 keywords are closely related before and after, which is greater than word segmentation.