On the Ozon platform, search rankings are a key factor affecting product sales. It is crucial to understand how to influence these rankings by optimizing product pages. This article will analyze in detail how Ozon’s search algorithm works and how merchants can improve the position of products in search results by adjusting basic parameters and utilizing boost coefficients.
1. How Ozon search rankings work.
The goal of the Ozon search algorithm is to provide buyers with the most relevant products. The algorithm generates rankings by evaluating multiple aspects of products that match the search query, from the name of the product to the description, and other relevant fields. These evaluations are performed through a series of calculation steps involving basic parameters and boost coefficients, and ultimately a comprehensive score for the product in the search results is obtained.
2. Calculation and influence of basic parameters.
The Ozon platform first identifies products that match the search query in name, search keywords, and other fields, and then calculates basic parameters, which are combined to form a comprehensive score for the product. This score determines the initial position of the product in the search results. The scores of basic parameters are relative:
The product with the highest score receives 100 points;
The product with the lowest score receives 0 points;
The scores of other products are assigned according to a scale from 0 to 100.
3. The role and application of boosting factors.
Boosting factors can further affect the search ranking of products. Although they are not required, the use of boosting factors can bring additional boost to the position of products in search results. Merchants can decide whether to use boosting factors and how to use them according to the country/region where they sell. Boosting factors include products participating in Ozon promotions, the use of fast delivery options, and price advantages.
Super promotion:
Ozon regularly holds various promotions such as “Discount Marathon”, “Double Eleven” and “Black Friday”. Products participating in these activities can get additional exposure and boost.
Fast delivery:
Fast delivery is also important for search ranking. Ozon offers a variety of fast delivery options, including FBO, realFBS Express, and Ozon Fresh, which provide different degrees of boost factors based on delivery speed.
2. Strategy: Optimize Ozon search rankings.
To get a higher position in Ozon search rankings, merchants should first focus on parameters with higher weights.
Optimize product information:
Make sure that product titles and descriptions contain keywords related to the product to improve the match with search queries.
Collect and use buyer reviews:
Encourage buyers to leave reviews and manage reviews to increase the average rating and increase the number of reviews.
Competitive pricing:
Adopt a competitive pricing strategy, taking into account the combined impact of price and other parameters.
Utilize fast delivery:
Choosing the right fast delivery option not only improves customer satisfaction, but also increases the possibility of search ranking.
Participate in promotional activities:
Actively participate in Ozon’s promotional activities and increase the attractiveness and visibility of products through promotions.
Conclusion:
Search ranking on the Ozon platform is a complex mechanism that takes into account many different factors. Merchants need to be proficient in these parameters and use the boost factor to maximize the visibility of their products. Through the above strategies and suggestions, merchants can improve their search rankings and increase sales and market share.