Relevance
Market rules and delisting time cheating
Product quality Product popularity Seller service quality
ü Total ranking score = A indicator X weight + B indicator X weight + C indicator X weight +…
ü Among them, the total proportion of the four items "relevance", "market rules", "removal time" and "cheating" accounts for about 60~70%. It is easy for sellers to do it and must do it (if you can't do it, don't mention it) Search sorting), the main competition comes from the last three items, and the ranking difference is mainly here. Because there are more merchants, a difference of 0.01 points may be N rankings. As the saying goes, a slight difference can make a huge difference.
ü The weight of these three items:
1. Product popularity = seller service quality > product quality (the specific ratio is unknown).
2. Price does not account for the weight.
3. Weight calculation: Calculate the previous day's data starting at 0:00, it will take about 2-3 hours, and then it will take effect.
Let’s talk about them one by one:
Relevance (the most basic and important factor)
1. Title relevance
1. It is the difference between 0 and 1. The selected word will either get 1 point or no points, so the selected word must be related to the baby;
2. The order of words has no influence;
3. It is recommended to effectively use the proportion of 30 hot words and long-tail words (in order to reasonably capture traffic);
2. Category Relevance
1. When the product is released, if it is not listed in the corresponding category, it will be scored as 0;
market rules
1. Consumer protection priority
1. Basic consumer protection and truthful description (there is nothing to say here, just participate in consumer protection and describe truthfully)
2. Priority is given to window recommendations
1. Only products posted in the homepage window can get more traffic in searches. (Example: Some people find that their popular items are doing well in all aspects and have very good sales, but why are they ranked at the bottom? So, don’t forget the factor of window recommendation~)
Removal time
1. 7 days for products to be removed from shelves
1. The closer to the time of removal, the higher the time ranking and the higher the score;
2. Editing, modification, and image changes have no impact on the product’s removal time; (the so-called uploading and removal is the “publish” button in the background, and other actions have no impact on the removal time.)
Case: Women's clothing often chooses the time of the week when their store has the highest traffic to add new items, because the last time they are taken off the shelves is also at that time, and the ranking is also high.
Note: Mature merchants generally divide SKUs into 7 parts according to attributes, and arrange new ones every day to ensure ranking.
Cheating
1. Cheating, violation, power reduction and blocking
1. Not much to say here, no cheating, no violation~~~(It is recommended that a dedicated person in the operation team be responsible for the business rules of Taobao & Tmall, study and provide corresponding reasonable countermeasures, and pay attention to updates in a timely manner. Notify the entire team of changes in a timely manner so that the entire company can respond)
2. Some violations will be demoted or blocked only after they accumulate to a certain level. Don’t be too nervous if you occasionally deduct a few points or receive a penalty.
Product popularity (we found from hundreds of indicators that sales volume and conversion rate are the highest, so do these two~)
1. Sales volume
1. Look at the sales volume within 30 days and 7 days: Sales volume within 30 days and 7 days account for the same proportion and are equally important;~
2. Cheating sales volume: Cheating sales volume will exclude sales accumulation and may even be deducted;~~
3. Promotional sales
Ø Juhuasuan, Gold Digging Coins, Daily Specials, VIP (original), etc. are all considered 0 popularity~
Ø Taobao category activities (merchants sign up through the backend) count as 0 popularity~
Ø Paid advertising (hard advertising, diamond booth, through train, Taobao, EDM, SMS, etc.), paid advertising (meager, shopkeeper said, gang, Meilishuo, Mogujie, etc.) are all counted as 1 popularity~
Ø PS: If a product is first discounted using store marketing tools such as limited-time discounts, and then sold back to its original price, the popularity discount will also apply. Example: 20% off new products, product popularity value after restoration to original price = original proportion * 0.8~
Ø The weight of sales is 3-4 times the weight of the following conversion rate~
2. Conversion rate
1. Look at the conversion rates within 30 days and 7 days: The conversion rates within 30 days and 7 days both account for the proportion of Tongyan, and are equally important;~
2. The conversion rate here is the conversion rate of search traffic and has nothing to do with all other traffic. Therefore, you must prepare the details page of your hot-selling items, improve the customer service of your hot-selling items, etc. . , this will make it even better~~
Product quality
1. Pictures have a great impact
1. To put it simply and directly, no one wants to see bad pictures, so the ranking will not place you higher. Therefore, if the pictures are not good, the proportion will be greatly reduced. (Photography and graphics are very important~)
2. Recommended products related to the baby details page
Ø Calculate how many related recommendations there are through the item, so every external link counts as an associated recommendation;
Ø All items should not affect the display of this baby at least on the third screen, otherwise the score will be affected;
Ø The number of items in the first few screens cannot exceed 12, and the maximum number in the future is 8;
Ø The item appears at the bottom of the product details page and will not have any impact on the quality of the product.
3. SKU is not standardized
Ø set, matching value is the same
Seller service quality
1. Positive rating
2.DSR
3. Refund rate
4. Dispute rate
5. Review quality
6. Customer Service Quality
Attachment: Tmall products still account for 2-3 in the search. The rules for Tmall products are basically the same as the main search. The additional factor is price. Price is Tmall’s goal of brand quality.
Currently, Taobao has 210 million PVs/day, 60 million button searches, and 25 million search UVs!
Original text: http://bbs.paidai.com/topic/111758