How to give a good name to a product in e-commerce operations?

The official universal formula is as follows: brand name + product word + attribute word/selling point word + other modifiers + model number.

This doesn’t seem to be a problem, but I never use it this way, and I rarely see other buyers use it this way. The reason is simple, because we don’t have a brand, so the first word will be different.

When there is no brand word, directly putting a product word, that is, the original name of the product, such as clothes, shoes, bicycles, etc., will look very stiff, so at this time, the attribute word/ Selling words should be mentioned in advance.

The so-called attribute words refer to the characteristics and properties of the product, such as Bluetooth headsets and wireless headsets. The Bluetooth and wireless here are attribute words.

The so-called selling point words are where the product stands out, what distinguishes it from other products, and where it has advantages. For example, waterproof pants and multi-pocket pants, where waterproof and multi-pocket are the selling points.

Of course, attribute words may be selling point words in many cases, so they are used together without special distinction.

In this case, the formula becomes: attribute words/selling point words + product words + other modifiers + model.

Other modifiers refer to other words that describe the product, such as material, specifications, color, scope of application, etc.

When multiple modifiers are superimposed together, they are often called long-tail words.

As for the model number, it is mostly used in electronic products, so I generally don’t use it. I will replace it with synonyms. For example, if you buy a T-shirt, I can write synonyms such as tops, short-sleeves, etc. at the back to increase the probability of being searched.

In addition to these, you can generally add marketing words, such as buy one get one free, spot, COD, gifts, etc. These words are often what buyers pay most attention to and attract them the most, so they can be moved to the front in advance, and in order to distinguish them as product titles, a parentheses can be added.

So in this way, a good title can be like this: marketing words + attribute words/selling point words + product words + long tail words + synonyms

After knowing the formula, Let’s start choosing words.

Different words have different selection criteria, but they are all used to promote conversion. Let’s talk about marketing words first. This requires understanding the marketing content that is more important in the local area. For example, our Philippine site pays more attention to delivery speed, so in the marketing words, we usually write Ready stock and put it at the front.

As for attribute words/selling point words + product words, it should be emphasized here that the attribute words cannot be too long and the product words must be accurate.

Because when buyers enter from the search interface, they will see many products, and the titles that can be displayed for each product are limited, so you need to let buyers know your title the first second they see it. What is this product?

If the attribute words or selling point words in the front are too long, causing the product words to come to the back, buyers will slip away without seeing what product you are from the displayed title.

So keep it as short as possible, usually two or three words are enough.

The reason why this must be accurate is that the system will judge these words. If the correlation is higher, the quality of your product will be considered better.

One more thing to say here is that you need to do some research on product words. The language habits are different in each place. For example, a T-shirt can be a T-shirt or a Tee. So which one should you choose? Or if you use both, which one should be placed by the front door?

This requires research and data. For example, the official weekly report, Google Trends, search box, etc.

Attribute words/selling point words/long-tail words, etc. are all traffic words. You can add all of them depending on the traffic and related words. But please note that the attribute words in front of the product words must be accurate.

Because this is a term that sellers often search for, if the accuracy is not high, the conversion will not be good, which will affect the weight. Many buyers will also use this for screening.

As for the long-tail words at the end, they are just for the system to see. Because they are all small or medium words, buyers rarely pay attention to them. Before entering, buyers cannot see the title at the back. After entering, buyers pay more attention to the pictures and descriptions.

So the modifiers piled at the end are just to attract traffic, because when the search engine matches, the order of these words in the title has no impact. Of course, it is definitely related to the quality score of the product.

So the order of product titles is to put the most important words to buyers first, the less important words second, and the least important words last.

The above is my understanding of the title, I hope it will be helpful to you.

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