Search engines will sort and display products according to the search weight of each product. To obtain more natural search traffic, you must abide by the sorting rules and improve product information to give the product a higher weight. The search sorting rules have been explained in detail in Section 2.3. The product information to be improved mainly includes product attributes and product titles.
1 Complete and correct product attributes
Complete and correct product attributes can effectively improve the buyer experience. Complete product attributes help improve rankings and increase exposure. After the product attributes are completed, your product can be displayed when buyers search for any keyword related to your product. Correct product attributes help improve the conversion rate. If a buyer searches for your product through a keyword, but the product itself does not meet the characteristics of the keyword, it will cause a bad shopping experience for the buyer, and the buyer No order will be placed in the end.
The items marked with an asterisk are required, and the items marked with an exclamation mark are important. It is recommended that the seller fill in the attributes completely. In order to standardize the attribute content filled in by sellers, some attributes can be selected through drop-down lists. For example, the “Shoe Upper Material” drop-down list on the right basically covers all materials that may be used to make shoe uppers. After all the specified attributes are filled in, there is an “Add Custom Attributes” option at the bottom. You can add them as needed. It is also recommended that sellers add attributes that are not described in detail. Custom attributes can be filled in with color, size, etc.
How to find attribute words with high search traffic? You can use AliExpress’s “Data Aspect” tool. Open “Data Aspect” and enter the product selection expert to view the top hot-selling attributes. As you can see, there are many small circles around leather casual shoes. Each circle is a related attribute. There is a “+” in each small circle. After clicking, more related attribute words can be displayed. The larger the circle, the more sales. Here we can find some attribute words with high sales volume and add them to the product custom attributes.
2. Optimization of product titles
Optimization of title layout
The title can contain up to 128 characters including spaces. Write as many characters as possible, and every word must be filtered, because every word entered will be related to the results of search sorting and click conversion results. The first 50 characters in the title are the most important because only the first 50 characters in the title can be displayed in the search results page.
The same word should not appear too frequently. Repeated occurrences not only waste 128 characters of space, but also cause a bad experience for customers, and they may also be implicitly demoted.
Title content optimization
Title content generally contains keywords, attribute words, brand words and promotional words.
Keywords are used to express product names, such as Shoes. Shoes is the general term for shoes, and to be more specific, Sneakers can be used. Buyers in different regions have different wording habits, and the same product may have several different keywords. For example, wallets can use keywords such as Wallet, Purse, Money Bag, Card Holder, etc.
Attribute words are To describe product features, materials, colors, and styles, for example, Sneakers can be described with words such as Skateboarding CasualRunning Breathable. Key attribute words and non-key attribute words can also be distinguished among attribute words.
Promotional words such as Free shipping, etc.
As mentioned above, the first 50 characters in the title are the most important, directly affecting the click-through rate and conversion rate. When editing, the main keywords and attribute words should be placed in front, and the secondary words should be placed in front. behind. Although promotional words are helpful for conversion, they will take up valuable space in the front, so it is recommended to put them at the back. Again, be reminded not to overstuff keywords. For example, if a product title is “cell phone, mobile phone, mobile telephoneoem cell phone”, the search ranking will be in descending order.
Title Keyword Optimization
Each keyword in the title should contribute to the final sale of the product. The first principle of word selection is to select words that are searched more frequently by customers. , we can use the “Data Aspect” and “Through Train” tools provided to sellers by AliExpress to analyze the search index of keywords, or we can use data analysis tools outside the site, which will not be explained here. It needs to be emphasized that words with high traffic are not better. Some words have high traffic but are not accurate. Although our product has been exposed, it has not been clicked by users, resulting in a reduction in conversion rate. The system determines that the search weight score of this product is getting lower and lower, which is detrimental to product sales.
Some people may think: My product is aimed at the Russian market. Would it be more helpful for customers to search for it by putting some Russian keywords in the title? In fact, this is not necessary. Add small languages and It will not increase the search weight, and the AliExpress platform will translate English into various languages to facilitate buyers to read.