What I want to explain here is that the title of the baby is not absolutely good, but it can only be said that it is more suitable for a certain stage and goal of the baby. Some merchants hope that the baby can rush to the top of the list as soon as possible and occupy more markets; Some businesses are short of funds, hoping that the baby will make a profit as soon as possible; And some businesses are only part-time sellers, just hoping that the sword will go sideways and make some money. These different goals all have different emphases in setting the title. Here, we don't make a complete analysis and planning of various situations, but divide the baby into the following three stages according to the general method to attract more attention.
Three stages:
1, new product period
The baby has a poor foundation and it is difficult to display all the keywords. This stage is mainly to find the gap in the game and strive for baby display.
2. Growth period
Baby has a certain foundation, but there is still a certain distance from TOP baby. This stage is mainly to accelerate the baby's growth, establish a sales advantage as soon as possible, and narrow the distance with the top baby, so this stage is mainly based on a lot of drainage.
Step 3: mature
After entering this stage, the baby has a relatively stable flow and transformation. While maintaining the existing traffic, pay attention to the conversion rate of traffic and improve the profit of baby.
Doing Taobao is actually doing details. Only by doing the details well can we have good sales. Of course, it is not easy to do anything well, so do you understand these misunderstandings of Taobao operation written above? Taobao is changing rapidly now, because the Internet is constantly changing. In order to avoid letting everyone learn wrong and outdated knowledge, I joined forces with the cattle people on Taobao to form a group, and friends who want to learn Taobao operations can come here to study. The first digits of this group are 528, the middle digits are 810, and the last digits are zero and seventy-nine. You can find them by combining them in order. I want to say.
Let's give a direct example. Let's take a new high-quality scenic stroller from Tmall as an example.
Step one:
Open the business personnel-market-search analysis, and enter the core words in the input box. Take the core word of "stroller" as an example. After confirmation, select the Correlation Analysis tab. In the choice of cycle, too short is prone to contingency, too long is poor timeliness, so it is more appropriate to choose "7 days". Select "search popularity", "paid conversion rate" and "online commodity quantity" as indicators, and do not select others.
Need to be reminded that the higher the search heat and conversion rate, the better, but the less the number of online products, the better.
Step two:
Because the business personnel do not provide the function of downloading data directly, it is necessary to manually copy the following keywords into the EXCEL table to make a glossary.
Step 3:
Insert the corresponding column of "Value Score" on the right side of each column of indicators, namely "Search Popularity Value Score", "Paid Conversion Rate Value Score" and "Competitiveness Value Score" (hereinafter referred to as "Popularity Value Score", "Conversion Rate Value Score" and "Competitiveness Value Score"), and arrange the corresponding data in descending order; Fill in the current value score of each keyword in the value classification, where the highest score is determined by the number of keywords.
For example: For example, if I want to give a value to keywords according to the ranking of search popularity, then the first step is to arrange keywords in descending order of search popularity. Because I chose 500 keywords, the highest score of these keywords is 500. Fill 500 in the first box of "Search Popularity Score", and the downward keywords will decrease by 1 minute, that is, 499, 498 ... until the "Search Popularity Score" of all keywords is scored.
Step 4:
When the scores of the three columns are scored, the "total value score" of each keyword can be calculated, and the calculation formula is:
Total value score = popularity score * popularity weight+
Conversion rate value points * Conversion rate value weight+
Competitive value score * competitive value weight
According to the different stages of the baby, it is necessary to adjust its popularity value weight, transformation value weight and competitive value weight. The following are the general settings for the weights of each stage:
New product period: popularity value weight 0.2; The weight of conversion value is 0.3; The weight of competition value is 0.5;
Growth period: the weight of popularity value is 0.5; The weight of conversion value is 0.3; The weight of competition value is 0.2;
Maturity: the popularity weight is 0.4; The weight of conversion value is 0.5; The weight of competition value is 0.1;
Here, you can also set different value weights according to the actual situation of the industry and the actual situation of the target, so as to achieve different word selection effects. For example, there are many keywords in some industries, such as women's clothing industry, and any small word can have a large search volume. At this time, we can reduce the weight of popularity and increase the weight of the other two items, thus reducing competition and enhancing transformation.
Step five:
After sorting in descending order of total value, we can choose keywords related to our baby from top to bottom. What is important here is that some words score high, but they are other people's brand words and are not suitable for use. On the other hand, it seems that the value score is high, but the actual search heat and conversion rate are too low to be used. As for what is too low, each category is different. Generally, the search heat of large categories needs to be above 1000, and the search heat of small categories needs to be above 500, and the conversion rate is generally greater than 0.5%.
After completing the above five steps, if there are other core words in the product, we should also screen other core words. For example, in the stroller product in my example, in addition to "stroller", "stroller" is also the core word of search, so it is necessary to carry out the above screening steps for this core word to achieve the best title effect.
This method of setting different index weights according to stages and goals can be used not only in topics, but also in the selection of words for through trains. Don't stretch too much here, you can try it yourself.