After understanding the key elements of product titles, we can edit the specific words used as product titles by following the steps below.
(1) Collecting data
Keyword data collection is the first and important step in writing product titles. This is because the selection of keywords directly affects the exposure of products on the platform or the Internet and plays an important role in the sales of products. There are generally the following ways to collect keyword data.
①Product itself. After selecting the products to be put on the shelves, we need to analyze the attributes and characteristics of the products. It should be noted that we need to start from the perspective of customers and think about what keywords customers will use to search for products. Therefore, the recommendation for selecting these keywords is not to choose terms that are too professional or difficult or esoteric (especially for products with browsers as the target customers). Taking high heels as an example, we can start from its characteristics and materials. The characteristics of high heels are: high heels, ankle straps, waterproof platform (high water platform), shallow mouth; the material is suede; the color is black. The English translations of these keywords are High Heel, Ankle Strap, Platform, Low-fronted, Velveteen, Black. It should be noted that it is recommended to capitalize the beginning of each word in the product title, but it is not recommended to capitalize all letters, because this will affect customer reading.
② Cross-border e-commerce platform. Sellers can use the data resources provided by the platform background to select the best keyword combination. Taking the AliExpress platform as an example, sellers can use the “Data Vertical and Horizontal” in the background to mine keywords. There are two ways to obtain keywords.
First, use “hot search words”. Open the “Data Vertical and Horizontal” column in the AliExpress background, click “Search Word Analysis”, and select the industry of the product in the “Hot Search Word” interface. Suppose our product is high heels, then select “Shoes”-“High Heels” in the industry filter box, select “Global” for the country, and select “Last 7 Days” or “Last 30 Days” for the time. After selecting these conditions, press the Enter key and click the “High heeled shoes” circle to view various hot-selling word attributes related to the product. The larger the area of the hot-selling word circle, the greater the sales volume of the product with this attribute.
Next, download the original data table of the last 30 days and open the Excel table, and you will see the hot search words and corresponding data related to the industry of shoes and “High heeled shoes”. After getting this data table, first of all, we need to remove the brand words, that is, the words that show “Y” in the “Is it the original brand word” column cannot be used. Next, remove the minority language words. Since the AliExpress platform faces customers from multiple countries and regions, the system will automatically change English to the corresponding minority language. If other minority language words are mixed, it is easy to cause garbled characters. Then, remove the words that are not related to the product. Finally, sort by transaction index, where the transaction index refers to the search index multiplied by the browsing-payment conversion rate. After obtaining the transaction index, we analyze the core words, attribute words and traffic words.
Second, use the “soaring words” of the “search word analysis” tool. In order to diversify the keywords of the product title, in addition to selecting “hot search words”, we can check whether there is room for further improvement and optimization of keywords in the “soaring words” interface. Here, the soaring word means the term whose search volume soared faster during the selected time period; if the term is not used in the product title, it can be added to increase the exposure of the seller’s store. The specific operation is as follows: After entering the “Search Word Analysis”, select “Surge Word”, select “Shoes” and “High Heels” in the industry filter box, select “Global” for the country, and select “Last 7 Days” or “Last 30 Days” for the time. According to the soaring word list, the soaring speed of the terms “men shoes” and “women shoes” is still higher, and they have been selected as keywords.
Then many circles representing different keywords appear on the page. After carefully observing these keywords, it is found that there is no circle for “Casual Shoes”, which means that customers do not use the term “Casual Shoes” for related searches on AliExpress. Therefore, it is recommended not to use the word “Casual Shoes” when writing product titles.
Next, as mentioned above, download the data of the last 30 days to further analyze which keywords to use using the “Hot Search Words” interface. The data on the Excel table shows that the highest customer search index is black shoes, red shoes, sizes 11 and 10, the season is mainly summer, and the shoe closure is mainly buckleless shoes. Therefore, the keywords can be determined as 2019 Summer, Slip-on, Black, Red.
③ Keywords used by sellers with high sales on the platform. We need to have a certain understanding of our competitors and observe the keywords frequently used by popular sellers. Keywords related to High Heels include Pointed, Toe, Pumps, Spring, Autumn, Platform, etc. Collect these keywords for selection.
④ Platform customer search box. From the customer’s perspective, regard yourself as a customer, enter “high heels” in the e-commerce platform customer search box, and then you will see related entries automatically appear on the platform, such as Pumps, women, platform, sandals, etc.
(2) Writing and Optimization
After collecting various keywords, follow the product title formula, i.e., “sales keyword + core keyword (category keyword) + attribute keyword + long-tail keyword”, and follow the principle of “adjective + noun”. Put the core keyword after the marketing word, capitalize the first letter of the word, separate words with spaces (no “,” “/”, etc.), and pay attention to the order of words and singular and plural forms. The product title should have complete semantics and priority order.
In addition, since each platform has different regulations on product title writing, merchants must first be familiar with the platform rules before writing product titles. The AliExpress platform requires that the number of characters for product titles should not exceed 128, keywords should not be repeated more than twice, and small language words should not be mixed in. Taking high heels as an example, based on the above keywords, the product title on the AliExpress platform can be “Fashion Women Low-fronteel High Heels Platform Women Shoes Red Plus Size 40-43”.
Unlike AliExpress, Amazon encourages the use of concise product names. It does not need to provide redundant or unnecessary information. The product title only needs to contain information such as brand, product series, material or key ingredients, product type, color, size, packaging or quantity. Taking high heels as an example, the product title on Amazon can be “OCHENTA Women’s Ankle Strap Platform Pump Party Dress High Heel”.