The product title is a condensed version of its core information. A product title that is clear and contains key information related to the product can not only increase the exposure of the product, but also make it easier for customers to understand the specific situation of the product, thereby arousing customers’ interest and stimulating their desire to buy. Therefore, a high-quality product title should be clear, complete, vivid, concise, and attractive. At the same time, it should also include:
(1) Keywords related to the product. Writing an accurate combination of keywords can allow customers to search for products more accurately;
(2) Product features, such as size, color, material, etc.
In order to attract customers to browse the product and increase the exposure of the product online, the product title should be composed of words that can bring traffic. These words can be keywords that bring a lot of traffic, keywords that are highly relevant to the product attributes, keywords related to sales, and unpopular and niche keywords. Combining the 80/20 rule and the long tail theory, we summarize the composition of product titles into the following formula: Product title = sales keywords + core keywords (category keywords) + attribute keywords + long tail keywords (1) Sales keywords Sales keywords are also called marketing words, which refer to keywords related to sales methods or promotion methods, such as hot sales, new arrivals, new fashions, etc. (2) Core keywords Core keywords are also called category keywords. Categories refer to the categories to which products belong, and refer to the types and catalogs of products. “Category” refers to the category to which a product belongs, which is a larger range of content; “catalog” refers to the catalog of products that can be seen by people. In simple terms, write what the product is. For example, if the product on the shelf is a skirt, then the skirt should be placed under women’s clothing, because women’s clothing is a large category, which is divided into skirts (Dresses), blouses (Blouses & Shirts), etc. Therefore, if skirts are listed as products, their titles must contain the word Dresses; for example, sweaters need to be written as Sweaters; and bracelets are under the jewelry category, so its core keywords should preferably include jewelry and bracelet, etc.
(3) Attribute keywords
Attribute keywords refer to the attributes of the product, which include the size, color, material, specification, brand, model, use, etc. of the product. Taking high heels as an example, High heeled is the core keyword of high heels, so its attribute keywords can be color, such as white, red, black.
(4) Long tail keywords
Long tail keywords are an extension of the application of the long tail theory. They refer to non-target keywords on the website, but they are related to the target keywords and can bring search traffic. They are a combination of keywords. According to the long tail theory, long tail keywords have two characteristics: thin and long. Thin means that the search volume brought by the keywords is small, but it is highly targeted and professional. Long means that the search volume brought by these keywords is small, but the number is large. The accumulation of numerous small search volumes will occupy a considerable amount of traffic in the exposure of the product – this is the specific application of the long tail theory in the selection of keywords for product titles.
Long tail keywords are generally composed of 2~3 words, with the characteristics of extensibility, strong targeting, and wide range. Another advantage of long tail keywords is that they can avoid keywords from being overheated and unable to obtain the expected ranking, and can also guarantee the keyword search index, and it is easier to accurately locate customer search information. For example, the long tail keywords of clothing products can be oversized women sweaters (Oversized Women Sweaters), casual outdoor sportswear (Casual Outdoor Sportswear), etc.
Whether it is on AliExpress, Amazon, or other cross-border e-commerce platforms, product titles generally contain the above types of keywords, but we need to keep in mind that these keywords have multiple combinations, and the popularity of keywords and the traffic they bring will change over time. Therefore, accurate writing of product titles requires certain data support.