The search algorithms of today’s e-commerce platforms are complex and ever-changing. Understanding and optimizing the parameters behind these algorithms is crucial to improving product visibility. On Ozon, Russia’s leading e-commerce platform, search results are affected by a variety of parameters, which can be divided into two categories: merchant-controllable and non-merchant-controllable. This article will deeply analyze the various parameters in the Ozon search table and their impact on the weight of search results, and provide corresponding optimization strategies.
1. Basic parameters of Ozon’s search algorithm and their weights.
The influence of merchant-controllable parameters:
The ranking of search results is determined by multiple factors. On Ozon, the basic parameters that merchants can directly influence include the product’s compliance with the search query, buyer reviews, price, and delivery speed. Each parameter has a different influence on the search results. Here are their weights and descriptions:
Meets the request (weight 12%)
Ozon’s search algorithm prioritizes the matching of product names, descriptions, and other relevant fields with the search phrase. Merchants should increase the relevance of their products to potential buyers’ search phrases through accurate and comprehensive product titles, detailed descriptions, and keyword optimization.
Reviews (5% weight)
Reviews from buyers are equally important for ranking products. This parameter includes the average rating, the number of reviews, and the score the product gets based on these reviews. High-quality customer reviews and a large number of positive reviews help improve the position of products in search results.
Price (5% weight)
Price is an important purchasing consideration for consumers. On Ozon, the algorithm considers the price of the product and its attractiveness to buyers. Products with obvious price advantages may receive higher rankings in search results.
Delivery (3% weight)
The speed of delivery is also one of the important factors considered by Ozon. Fast delivery options, such as Express services, usually increase the score of products in search results.
The influence of non-merchant-controllable parameters:
Although these parameters are determined by external factors, it is equally important to understand their contribution to search rankings.
Based on query popularity (weight 29%)
Product popularity is calculated based on the frequency of buyer interaction, including the number of visits to the product page, purchases, additions to shopping carts or favorites, and comparisons. The more popular the product, the higher it ranks in the search results.
Product sales (weight 17%)
The frequency of sales of a product in the past 60 days directly affects its ranking in the search results. Products with high sales will receive higher weights.
Total popularity (weight 10%)
This parameter takes into account the overall popularity of the product, including the number of purchases and other user interactions on Ozon.
2. Strategies for optimizing Ozon search rankings.
Improve the match between products and search queries:
Optimize product titles and descriptions, and make sure they contain relevant keywords.
Use high-quality images and detailed product specifications on product pages.
Enhance buyer reviews:
Encourage satisfied customers to leave reviews.
Respond to buyers’ comments and address negative feedback.
Competitive pricing strategy:
Regularly check your competitors’ prices and adjust them as appropriate.
Offer discounts and promotions to attract buyers.
Speed up delivery:
Choose efficient logistics services.
Ensure that orders are processed quickly.
Conclusion:
Understanding the factors affecting Ozon’s search ranking and optimization strategies is essential for selling successfully on this platform. Through this article, merchants should be able to effectively improve their products’ search rankings, maximize their online sales potential, and ultimately achieve growth in turnover.