We must optimize the title and increase the probability of products being searched as much as possible, so the second step of releasing products is to write the title.
First, the title writing norms
1. Pay attention to the correlation between the title and the buyer's search term.
Take "Snake Sandalwood" as an example: the following three title descriptions are the same in text relevance.
New sexys women's shoes in summer? Snakes? Print? Sandals? 20 14
20 14 is the lady nice? Snakes? Leather hemp sole wedge? sandals
A thong? Sandalwood snake? stride
Therefore, as long as the keywords searched by customers appear in the title of your goods, don't blindly develop new products and repeatedly distribute goods for the search words of buyers.
You can use with/ for in the title. Note that the core word comes before with/for.
For example, it can be written as steel pipe conforming to ASTM DINJIS standard or 15 mm laminated plywood for building.
3. Don't repeatedly accumulate multiple keywords in the name.
Listing and stacking product names will not only improve the exposure possibility of your products, but also reduce the accuracy of matching your products with buyers' search words, thus affecting search results and rankings.
4. Avoid using a large number of similar/repeated titles.
Repeated titles are not good for user experience and have no personality. In the search results, the number of product clicks will not be very high. Try to diversify your product names, which is also effective and can avoid repeated distribution.
5. Don't include the store name in the product name.
Unless you are a well-known big seller, generally speaking, you don't need to add your store name to the title, because no one will find the goods you need by searching your store name. So adding the store name to the title is just a waste of resources. Sellers should save space and add more baby attribute keywords.
6. Be careful with special symbols
Careful use of special symbols such as "/","–"and "()" in product names may be recognized by the system by default, which will affect the sorting. If you want to use it, please put spaces before and after the symbol.
7. Please don't publish other brand-related information in the product name;
If you have been authorized by the trademark owner, please provide the authorization certificate to b2b-ipr@service.alibaba.com, and indicate your company name and member ID.
8. The length of the product name should be appropriate;
The title is as simple and direct as possible, which can highlight the selling point; Let the buyer know the characteristics of the goods even at a glance. It is best to know what kind of goods it is, and the product name can properly highlight the advantages and characteristics of the product, not too short or too long. The buyer's search term is limited to 150 characters, and the title suggests an average of 70 characters.
Second, the title combination strategy
Keyword search is the biggest source of selling traffic, and it is also the most favorite and direct search behavior of buyers. The most basic premise of writing commodity titles is to conform to users' search habits, and at the same time, in order to increase the probability of being searched, we can try to combine various keywords consistent with commodities.
Generally speaking, the title structure of goods mainly includes three parts: core keywords, attribute keywords and hot search words.
Title = marketing words+attribute words+core keywords
For example, the factory supplies 6 detachable school steel lockers.
Key words: k 1, k2, k3.
K 1 is the core keyword k2 k3 including k 1, and the title includes k2 and k3.
For example:
Lockers, steel lockers, 6-door lockers
K 1 is the key keyword k3 containing k2, and k 1 is the title containing k3.
For example:
Lockers, steel lockers, 6-door steel lockers
1. marketing words: marketing words refer to words related to commodities and highly searched by buyers. They are mainly used to optimize the title of goods and increase the probability of goods being searched. For example: new specials, hot sales.
2. Attribute keywords: Attribute keywords are the introduction of commodity attributes, as well as commodity materials, colors, styles, usage scenarios, etc. All belong to commodity attributes.
3. Core keywords: Core keywords refer to the names of commodities, and their function is to enable buyers to quickly know what commodities are and whether they need them.
In this title:
Manufacturers supply detachable 6-door school steel lockers.
[Locker] is the core keyword, [Knockdown, six doors, school, steel] is the attribute keyword used to describe the core keyword, and [factory supply] is the marketing word.
When conceiving a product title, the core keywords must be available and the description must be consistent with the product. For example, if the product is a locker, then the core keyword in the title must be the locker, not the product name with different attributes such as filing cabinet and wardrobe.
Attribute keywords and marketing words are both extensions of commodity titles, which are important parts to increase search volume and click volume. Try to choose words commonly used by buyers that are suitable for goods. The order of keywords is not immutable. To learn and use them flexibly, the most important thing is that the combined titles read smoothly.
It should be noted that all descriptions in product titles must be objective and true, and false information cannot be publicized. If there is a description inconsistent with the product in the product title or a description inconsistent with the provisions of the international station (such as using brand vocabulary), it is easy to be punished by the international station.
Finally: Regarding the selection of keywords in the topic, I want to emphasize that from the perspective of customers, platforms and ourselves, Ali's keywords are divided into three categories:
1, the word that customers will use.
2. Words that Ali thinks are useful
3. Words you think are useful
Words that customers will use, such as inquiry, RFQ, visitor details, and words that customers will use in their daily communication with customers. These keywords are the top priority of our operation and promotion. We must cover all these keywords by releasing products, which is a dynamic updating process. As long as there are new words, you must cover them. We should use these keywords as much as possible.
Words that you think are useful, such keywords are words that you think may be useful from your own point of view. This unfounded self-satisfaction behavior should be completely eliminated. Not only on keywords, all marketing methods need us to think from the perspective of customers, not from our own perspective. I have seen many novices make up their own words and write them in the title when they send out products. They posted it quickly, didn't inquire, and were annoyed, complaining that the platform was invalid.
Remember, use more words that customers will use, stop using words that you think are useful, and effectively identify words that Ali thinks are useful. Do these basic work well, and the later operation effect will be guaranteed. Don't get bored. Operation is a boring and happy job, so don't try to get there in one step. Only quantitative change will bring qualitative change.
Let's call it a day. Today, this article mainly talks about some basic requirements for target writing and the combination strategy of titles, and it is best to have some key words to interpret.