Cross-border e-commerce platform keyword strategy and weight calculation analysis

In the digital business environment, keywords play a vital role in product display and sales on e-commerce platforms. This article aims to integrate keyword weight calculation, core keyword feature selection, and commonly used keyword strategies to help e-commerce sellers better understand and use keywords.

Influencing factors in keyword weight calculation

The calculation of keyword weight involves multiple factors, including the number of keyword occurrences, position, quality, competition, etc.

• Number of keyword occurrences: The more times a keyword appears in product titles, descriptions, labels, etc., the higher its weight may be. The platform will algorithmically analyze the frequency of keywords to determine its ranking in search results.
• Keyword position: Keywords appearing in the first few words of the title or description are usually considered more important and have a relatively higher weight.
• Keyword quality: The platform will evaluate the quality of the product based on its sales volume and reviews, and then adjust the weight of the keyword. Products with high sales and positive reviews may receive a higher weight.
• Competition situation: If a keyword has many competitors on the platform, the platform may adjust its weight to ensure fair competition.

Characteristics and selection of core keywords

Core keywords are the center of the website, usually based on the name of the industry, product or service.

• Features: Core keywords usually consist of 4 to 6 words. As the title of the homepage of the website, they have a stable search volume, and users searching for such keywords are usually interested in the website’s products or services. Certain demand.
• Selection: Content relevance, Baidu index, positioning accuracy and commercial value should be considered when selecting core keywords. Keywords should be closely related to the content of the website and reflect the products or services provided by the website. Baidu Index can help determine the popularity of keywords, while precise positioning means avoiding the use of overly broad terms.

Commonly used keyword strategies

For different types of products and services, different keyword strategies can be adopted:

• Product or service + functional effects: Such as describing the texture and production process of leather shoes.
• Product or service + search intent: For example, “How effective is xx in losing weight?”
• Product or Service + Brand Model: Use a well-known brand to improve your website rankings.
• Product or service + business model: such as “agency franchise”, “dress delivery”.
• Product or service + corporate information: Suitable for service industries to express corporate information.
• Product or Service + Domain: Combine application domain or geographical name.

Keyword matching pattern

Keyword advertising usually adopts the CPC pricing model, and the matching model of keywords directly affects the effectiveness of advertising.

• Broad match: Includes variations of your keyword.
• Phase Match: The phrase that the buyer searches for must be partially consistent with the set phrase.
• Exact match: The search query must exactly match the keyword.
• Negative keywords: Used to exclude invalid keywords and improve ad conversion rates.

Creation and classification of keywords

Keyword creation involves the understanding and combination of root words:

• Category words: such as Apparel, Active sportswear.
• Marketing words: such as Hot sale, Fashion, New.
• Attribute words: describe product material, size, color, etc.
• Long tail words: composed of two or more keywords.
• Blue ocean words: High search popularity but low competition.
• Red Sea Word: Competition is fierce.

Keyword collection can be carried out by analyzing customer inquiries, search engine related searches, keywords used by peers, etc.

Through the above content, we can understand the importance of keywords in e-commerce platforms and the application of various strategies, which play an indispensable role in increasing product exposure and sales.