1. Introduction and function of title
The product title is the condensation of the core information of the product. After the customer enters the product keyword on the platform, the first thing they see is the product name. A clearly expressed product title can make it easier for customers to understand the overview of the product and arouse more interest in the product; in addition, the words in the title can also determine the position of the product in the search results.
Generally speaking, the product title includes basic information of the product, product service information, promotional information and other related information. Since each e-commerce platform has a limit on the number of characters in the product title, such as 128 characters for AliExpress and 200 characters for Amazon, when writing product titles, we need to accurately extract product-related keywords, so that the product title is concise and easy to understand, and can accurately and clearly convey product information, highlight product features or other selling points, attract customers to click on page links, and increase product exposure. In order to better learn how to write product titles and optimize titles, we must first understand the relevant theories.
2. Related theories
(1) Pareto Principle
The Pareto Principle, also known as Pareto Principle, is a famous theory in economics proposed by Italian economist Pareto. He believed that in any thing, the most important part only accounts for a small part, about 20%, and the remaining 80%, although the majority, is secondary. Pareto found that most of the wealth is concentrated in the hands of a few people, and mathematically presents a stable relationship, basically presented in a ratio of 20:80, that is, 20% of the people hold 80% of the wealth in society. Later, this law was widely used in many situations, such as corporate investment and production, marketing, corporate management, etc., to explain many unbalanced phenomena.
The Pareto Principle also applies to the writing of product titles. According to the Pareto Principle, a few keywords in the product title can bring a lot of traffic to the product. These keywords are called hot keywords. As the entrance to traffic, hot keywords are characterized by a large search volume and can bring considerable traffic to the product, but at the same time, they are also very competitive and are keyword resources that many merchants compete for. Taking women’s skirts as an example, the more common hot keywords are “Dresses”, “2020 New”, “Party Dresses”, etc. A good product title should contain hot keywords.
(2) Long Tail Theory
Different from the Pareto Principle, the Long Tail Theory emphasizes that non-mainstream factors or things that are not paid attention to by people can also bring good benefits. This term was first used by Chris Anderson, editor-in-chief of Wired magazine in the United States, to explain the business model of Internet companies such as Amazon that have risen in the context of the Internet. In fact, the “tail” in the Long Tail Theory refers to the numbers in statistics that are far away from the “head” or the center. It is a colloquial expression of the power law and Pareto distribution characteristics in statistics. In the past, people usually only paid attention to key or important things, that is, the “head” in the normal distribution in statistics, and ignored the “tail”. However, the advancement of technology and the popularization of the Internet have enabled people to obtain “tail” resources at a lower cost. Just like Amazon’s original business model, traditional bookstores can only sell most of the “hot” bestsellers due to limited geographical space. Amazon uses its developed network to sell both “hot” and “unpopular” books on the Internet platform, and found that a large part of its operating income comes from those “unpopular” books that are ranked low. This is because when customers face unlimited choices, what they really want and the channels to obtain them have changed greatly. The channels to obtain “unpopular” things have become much easier, thus stimulating greater demand. Adding up these “unpopular” things, the overall benefit is also considerable for the company. This is the famous long tail theory.
The long tail theory also applies to the writing of product titles. Product titles are composed of multiple attribute words related to the product, including popular search terms that many customers like to choose. At the same time, unpopular keywords can also bring considerable traffic to the exposure of the product.