(i) Keyword stacking
Although keyword stacking in the title can make the published products eye-catching or enable buyers to search for more products published by the seller, the abuse of words unrelated to the product in the product title is an act that disrupts the normal operation order of Taobao. For example, the title of the product is “Iron Guanyin Tea Cake Luzhou-flavor Oolong Tea Aged Tea Carbon Roasted Old Tea Pu’er Post”, and the seller wants to make buyers search for the product as much as possible by stacking product names, but does not pay attention to other selling points and attributes of the product.
(ii) Use of banned words and sensitive words
In order to quickly attract the attention of buyers, some sellers may add some sensitive words to the title to attract attention, but they do not know that e-commerce platforms have filtering functions. If the title contains sensitive words (such as some politically sensitive words, fake sensitive words or colored sensitive words, such as high imitation, copycat, lowest price, brand 1:1, etc.), the title will be filtered out and therefore cannot be searched by buyers.
(III) Abuse of keywords
Abuse of keywords generally refers to the behavior of sellers abusing brand names or keywords unrelated to the product in the product title, “stealing” traffic that does not belong to their own keywords. In this way, even if buyers see the seller’s products on the search results page, they will have a bad impression of the store because it does not meet their needs, and it is also easy to be judged as cheating by the e-commerce platform and be demoted.
(IV) Repeating keywords
Some merchants believe that repeating keywords can make their products rank higher, but in fact it is a waste of title words and is completely unnecessary.
(V) Using repeated titles
Stores with many homogeneous products are prone to a situation where the same title is applied to similar products, making the product titles highly similar or exactly the same. This “labor-saving” method is absolutely undesirable. It will not only make buyers have a bad impression of the store, but it is also easy to be judged as repeated distribution cheating by the e-commerce platform and be demoted. In order to write a good title, you should explore the characteristics of each product. You can have certain keywords in common, but you should try to avoid high similarity.
(VI) Frequent or drastic title changes
Once the title is determined, do not frequently or drastically change it in a short period of time, because this may cause the e-commerce platform to judge it as a replacement of the product and be downgraded.
(VII) Using the same title for a long time
The same title should not be used for a long time. When encountering the following situations, the title should be modified.
(1) During the period from the release of the product to the hot sale, different keywords can be selected according to the growth period of the product, which is mainly divided into the new product release period, product growth period and product hot sale period.
(2) Many products have significant seasonality, and the title should be adjusted according to the season as needed.
(3) Product titles should be appropriately optimized in conjunction with festivals, promotional activities, etc.
(VIII) Abuse of symbols
The length of the product title is limited, and many sellers will try to fill it up as much as possible, resulting in a compact title and difficult punctuation, which brings a poor reading experience to users. To solve this problem, some sellers use symbols such as “-” (hyphen), “/” (slash), “.” (period) to separate keywords. Although this makes the title easier to read, it will be ignored by search engines. Generally speaking, just add spaces where you need to break sentences.
(IX) Abuse of promotional information
From the perspective of user experience and marketing, promotional information such as free shipping and flash sales should not be written at the beginning of the title, but should be written at the end of the title.