The correlation analysis and optimization strategy and skill of Taobao search ranking rules

Taobao search ranking rules--Relevance interpretation extremely optimization strategies and techniques

Guide: Taobao search ranking rules, summed up on three words-relevance. This includes four aspects of relevance, one is the integrity of relevance, the other is search relevance, the third is the category of relevance, four is the evaluation of relevance. Based on this, I did this tutorial, the tutorial has pictures, text, easy to browse friends to view, while doing video, convenient to enjoy the truth of the Friends view, and finally give a video of the mind map, easy to like to grasp the point of view of the friends. The video has 75 minutes, if just want to know Taobao search ranking rules, look at the front 12 minutes.

Taobao search ranking rules--Relevance interpretation extremely optimization strategies and recommendations

After watching the video, see the mind map, thinking more clearly:

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After days of observation, summary and research, found Taobao search ranking rules can be summed up in three words. These three words contain all the rules of Taobao search rankings, and no matter how Taobao changes, it will revolve around these three words. In general, there is no ranking rule beyond these three words. These three words are related.

Correlation has three layers of meaning, but also Taobao search rankings of the three-layer filtering rules.

The first layer is the search relevance, that is, only the title contains the search words of the baby is displayed, the other is filtered out, you can also call this keyword relevance;

The second layer is the category of relevance, that is, in a keyword display of the baby, there are some of the baby ranked in front, and these treasures, is exactly the category of keywords related to the baby;

The third layer is the customer evaluation relevance, that is, the customer feel good, recognized, priority recommended, such as the popularity of the ranking of 30 days turnover, conversion rate, repeat return and other popular indicators, is reflected in the recognition of customer evaluation. There is Taobao has been talking about the seller service. These are the customer's one kind of appraisal, one kind approves.

After leaving these three dependencies, the rest is all right, and there are only a few details.

The three-tier correlation has a basic logical order, which is: search relevance filtered out to participate in the ranking of the baby, according to the category of the relationship between the initial ranking of which treasures have precedence advantages, the final customer evaluation of relevance determines the final ranking.

You can also understand this basic logical order: The search relevance determines which babes are involved in the rankings, and the category dependencies determine which babes are ranked in front, and the evaluation correlation determines which baby is ranked first.

Already see, the following content will not be looked at. If you are not quite clear, please look at the following analysis process, you can view the video (video has 75 minutes, just want to know the ranking of the rules of friends, see the first 12 minutes can be, want to know the ins and outs of the search rankings of friends, want to carefully read the video. I promise, this video is worthy of your time to pay, you can also view graphics and text to ensure that you will have a harvest. At the same time, it is necessary to remind that this analysis process is a training for your brain, the more thorough and sharp your brain is trained, the more successful you are in opening a shop, the more dominant you will be compared to the less trained brain.

Taobao search ranking rules one: Search relevance

　　

As can be seen from the diagram, search relevance is the first rule of Taobao search rankings.

We can understand to be retrieved for the number one, not to be retrieved for the second, obviously ranked first is better than the second, here the first, the second difference is even greater, representing a chance to show, one did not have the opportunity to show.

It's a cliché, no one knows it. Now what we're going to do is how we can get the most out of the show and be more involved in the rankings, which involves a keyword selection problem. The amount of search you choose for a keyword determines the likelihood of your participation in the rankings, but it is a reminder that this does not represent the size of your success, because there are three basic logical sequences of rankings. You will understand this point below. So what's the best way to do it? Here's the basic principle of setting a keyword, which is that your keywords must be relevant to the business and the customer will search.

　　

The point to note here is that your word is related to the business, and has two functions. The first is to get the top-ranked possibility, which you will find in the following class dependencies, and another role is to ensure your conversion rate. Let's look at a negative example, such as you "trickery". Customers because of your sign on the "sheep head" to come, is for the sheep head, he generally will not buy dog meat. At the same time also note that the conversion rate is an indicator of customer evaluation, conversion rate is good or bad in turn affect the popularity rankings. What is the word related to our business? Let's take a look at the following table:

　　

This is just a rule, some guidelines. The real need to do well depends on your familiarity and mastery of the product. It can be said that once there is competition, such as search rankings, for novice sellers are unfavorable, because the novice seller to their own product grasp is not enough, this will cause the word set is inaccurate. But the disadvantage does not come from the rules themselves, but from the sellers themselves. What is the word that the buyer will search for? It's a coincidence, as mentioned in the previous table, to see the table:

　　

may also search for other, this depends on your market and the buyer's grasp. Similarly, the rules for novice sellers is unfavorable, unless you really familiar with the product, familiar with the buyer, so there is no way out. Taobao search ranking rules are obvious, this article will give you a complete display of Taobao search rankings optimization is also effective, is able to grasp, but this needs the basis is your product and customer grasp, otherwise the technology is still useless.

Taobao search ranking rules of the second: class-eye relevance

　　

From the picture can be seen, show the baby through the keyword filter, that is, according to the "search relevance" to the title contains the key words of the baby to retrieve, after the Taobao display of the foreground classification of the baby priority in front. The foreground classification here is the category indicated on the diagram. In order to prioritize this foreground classification, we'll look at the search for the keyword "basketball":

　　

Here from the picture can be clearly judged, the search out of the baby, ranked in front of the basketball.

This precise search comes from two steps, one step is the word "basketball" in the title, and the second step is to show the priority of the "basketball" in the foreground category. About the actual search results, you can go to Taobao search for a view. Since the ranking of Taobao search is related to the front category, and the front category and a few, then there is a natural priority, that is, the front category has ranked, such as you see, "basketball" the word, "basketball" This classification, is superior to the "basketball uniform" This classification, such a ranking, basically meet the following three rules:

The first category is superior to the second, such as "basketball", "Sports/fitness/Fan supplies" is superior to the "other" category, and "Other" is better than the following categories, if any;

The categories shown are better than the hidden categories, this is nothing to say. It can be said that the hidden classification of the baby, to the top of the list, is impossible;

The first small category is better than the second category, such as "basketball" the word "basketball" under the classification of the baby ranking, better than the "basketball clothing" under the baby.

The reason why this is emphasized here is to clarify the importance of classifying correctly and rationally, so as not to classify the situation randomly. For example, you sell the basketball, but the baby into the "basketball wear" This category, do not expect the word "basketball" by the top. If you are selling basketball clothing, it is necessary to set the title of "basketball clothing" such as the key words, and put the baby in the "basketball clothing" This category, do not expect to get the word "basketball" flow, your source of traffic is "basketball clothing" the word.

I think, basketball, basketball clothes is very easy to understand, some are not easy to get right. Let's look at the following example. For example, do you think "Korean women", and "summer women" are suitable for your baby, and you want to use two words, how to do? You may consider the "Summer women's Clothing", which is naturally very good, but generally speaking, so Taobao think your keyword stacking, there is a suspicion of cheating,

　　

So you need to change it to "Korean Summer Dress" or "Summer Korean dress" or whatever.

Here you need to consider the format of the search terms, how to say? If the search term is "summer dress", then the baby being displayed is the word "summer women" in the title. If the search word "summer women", then show the baby not only has the title contains "Summer Women" the word of the baby, but also the title contains "Summer" and "women" the two words of the baby, Whether or not these two words are pressed together (for specific cases, please search for "Summer women", "Summer women" view, pay attention not to use double quotes). "Korean women's clothing" situation is the same. And whether the "summer Korean version of women" or "Korean version of Summer Women's" search volume will not be large, at least not greater than the "Korean version of Women" and "summer women", so you receive the flow of the word should be "summer women" and "Korean version of women." Just said, if you use the word is "Korean version of Summer Women", then search "Korean version of Women" is not to find you, because the search out of the baby title "Korean version of Women" is to cling together, and you belong to the "Korean version of Women" this separate situation. On this issue, we need to explore the problem of Taobao Thesaurus filter, the need for a long tutorial, where it is inconvenient to say more. You are most likely to receive the "Summer women" the word flow, here, the problem comes out, if you use the "Korean version of the summer women" such a word, in which category, you can maximize the "summer women" the word flow, search for a moment to know

　　

This is clear, you think of different words, classification is not the same, such as your baby is a dress, you think the word "summer women" is suitable for the word "Korean version of Women's clothing", then you must put the baby in the "dress" this category, and the "Korean version of Summer women" such a word, where your main row of the word is "Summer Women", and "Korean version" just to illustrate your product characteristics, the natural "dress" is definitely to consider the word. When you get here, you should also understand that we're talking about keyword setting principles in search dependencies. and business relevance to ensure your ranking advantage, because it can not guarantee your business related, then the classification is inconsistent.

For example, you sell a "dress", you use a word that is not related to the business, and you obviously put the baby in the "dress" This category, then you use irrelevant keywords to rank forward is impossible, since so, why also use irrelevant keywords?

In order to better implement the principle of the relevance of the class, we give the following two basic methods to set the key words

First, find the category by keyword, which in the above example explains, determine the word you want to row, and then search which category is more appropriate.

Second, through the category set the key words, also can be called the use of class-like words to do keywords. When you release the baby, ask you to select the category,

　　

　　

The words in this, basically are related to your business words, while some customers will search the word, and the category is most relevant, so, choose these words to do keyword, is very ideal. This is a very important technique for you to find the right keywords.

Why are these keywords reasonable?

The words in this, basically are related to your business words, while some customers will search the word, and the category is most relevant, so, choose these words to do keyword, is very ideal. This is a very important technique for you to find the right keywords.

Why are these keywords reasonable? First, the classification of Taobao, or indicators of the attribute, are some standardized words, that is, is recognized by people, therefore, these words are search volume; Second, if you use these words, you divide them under the category of these words, or if you set them as attributes, that is naturally very relevant. For example, you use the word "basketball", in the "basketball" this category, can not have relevance?

So far, we review Taobao search ranking rules:

The first is based on whether the title contains search words to judge, the title contains the search word of the baby elected;

The second is based on the classification of these treasures, given the basic ranking priority recommendation, determine which baby ranked top.

Taobao search ranking rules three: evaluation of relevance

Next, we go to the final hurdle of the ranking, which I call "evaluation relevance." That is to say, the customer to the product and merchant approval degree. In this regard, we want to introduce Taobao search official statement, because such ranking rules can not be completely through testing, and need to rely on Taobao instructions

　　

　　

This is from the search official blog screenshot, the original address is http://blog.search.taobao.com/?p=588, specific can refer to the original.

Again, the relevance is the basis, that is, search dependencies and class dependencies are the basis.

As for the popularity factor, that is what I call the evaluation relevance. Evaluation of relevance is the degree of acceptance of the buyer, the higher the degree of recognition, the greater the relevance, ranking the better.

30 days of turnover, is the self-examination to see the day forward a few 30 days, this period of time volume. People vote with their wallets, which is naturally a recognition and the most important indicator.

Conversion rate, is a certain amount of time, the number of buyers and see the proportion of the number of baby. Naturally, the higher the ratio, the more people recognize it.

Collection is the number of people who choose to collect the treasure. This will not be too big a impact. Since the collection is the total collection, then on the shelves of March and a year on the baby to go than the collection, is not reflected. Because the last 3 months have 100 of the collection, and the last 1 years have 200 of the collection, can not simply say, 200 of the collection is better, at the same time, the collection of cheating is simple, often received ads, 15 yuan Someone will help you do 10000 of the collection. Therefore, the collection in the ranking of the weight is not high, do not care too much, let its natural good.

Repeat customers, is the repeated purchase of the customer. Someone to buy you once, and again to buy, then you this business, your baby is recognized, nature should be recommended.

The other is the use of Alipay, so that the transaction is more secure, add the elimination, so more protection, delivery speed, the response speed, and so on, these are sellers services.

The rules are simple and easy to understand. The crux of the matter is how to accumulate these advantages. such as 30 days of turnover, such as conversion rate, such as repeat customers. To solve this problem, we have to ask two questions, first, what is affecting the accumulation of these factors, we can operate? For example, 30 days turnover, traffic must be in effect, so Taobao search rankings have such a trend, your flow is larger, taobao the more you send traffic, you shop more deserted, Taobao let you more deserted. Therefore, the establishment of a number of flow channels, used to help Taobao search is necessary, at the same time, 30 days turnover is the reaction in the deal, that is to say that the deal is to achieve the transformation, and the baby described in the impact of transformation. How do you realize transformation? We often mention the point is that buyers do not see the product, do not see the merchant, can only see the description of Products and business page information, so the judge is largely based on the information on the Web, this is mainly refers to the baby description.

Now the question is again, how to do the baby description? This is an issue that needs more space to explain and requires additional tutorials. Now come back and look at the conversion rate, just also mentioned, this need to optimize the baby description, as for repeat customers, is to optimize the customer relationship. At the same time, the provision of competitive products is also the core of a key link.

Now basically clear, in the "evaluation of relevance" This ring, you need to do is to focus on the baby description, as well as customer relations, while using a number of channels to build flow sources, the final effect of the reaction came out.

Taobao search ranking rules summarized as follows:

First through the keyword filter, the title contains the search word of the baby extracted out, ranking with these baby to row. That's what we're talking about. Search relevance ensures that you have the opportunity to participate;

Secondly, according to the basic category of judgment, the relevant classification of the baby priority ranking. It's what we say, the category of dependencies, to make sure that you have the potential to rank ahead;

Finally, according to customer evaluation after the degree of recognition determines the ranking, mainly popularity rankings, as for all the baby, or time in the lead. This is what we call the evaluation relevance decision ranking.

Here, our Taobao search ranking rules have been discussed, this is the easiest to understand, but also the most accurate description. At the same time, you will find that no matter how Taobao change, can not make these three rules.

Because search relevance is always the basis, because search engine retrieval to pass the keyword, at least we currently can guess the search engine is such;

The dependency of the class will not change, because the meaning of classification is to separate the different treasures, like a shelf, looking for "basketball" should be the "basketball" in the classification of the baby to him, rather than "basketball clothing" This classification, classification is indeed a precise search of the gateway;

As for the evaluation of relevance, there will be changes, but still inseparable from the basic concept-the degree of customer recognition. Therefore, you evaluate whether a ranking rule is reasonable, weight, is to think about how much it reflects the degree of customer recognition. For example, the collection volume and 30 days turnover, it is obvious that the deal is more able to respond to recognition.

As for coping strategies, here's a summary:

First of all, must be familiar with products and customers, otherwise search relevance and class-related dependencies of these two, you can not accurately adapt to, and to optimize the baby description, you do not do well;

Second, is more search, so that you can ensure that Taobao search is sensitive to the category is sensitive;

Again, is to practice writing, this can promote your title creation, keyword grasp, the most important is to optimize your baby description is beneficial;

Second, is to develop their own sense of responsibility, the friendliness of people, so that in the seller's service will be better;

Finally, it is Taobao mentioned, do not cheat. Cheating is bound to die.

Again, Taobao search ranking after three steps

First, participate in the ranking

Second, the possibility of getting priority rankings

Third, the real top

Participation is dependent on the search relevance, the possibility of getting priority ranking is the category of relevance, the real ranking by the evaluation of relevance.

If you can't do it, it's a big problem:

Search dependencies do not do well, you are out;

The class is not relevant enough, you lag behind;

The evaluation relevance is not high, your pace is slow.

Taobao search ranking rules only three words: Search relevance to determine which treasures to participate in the rankings, the category of dependencies to determine which baby ranked top;

Photo: Taobao Search ranking rules--Relevance video Thinking Map: (click on the picture to see the big image)