The title consists of keywords, and buyers can find the products they need by searching for keywords; only if the title contains the keywords that buyers search for, can the product be displayed in front of buyers; sellers can only display their products in In front of buyers, it is possible for buyers to enter your store. For new products, traffic generally comes from keyword search exposure, and each keyword will more or less bring exposure opportunities to the product. The more keywords the newly uploaded product information title covers, the more product exposure it will have. The prerequisite is that the keywords have a certain degree of search popularity.
Generally, 50 to 80 keywords can be used in a subcategory. Therefore, it is recommended to upload 20 to 30 products in a subcategory, and these products cover all 50 to 80 keywords. No matter which keywords buyers search for, there will always be opportunities for products to be exposed.
Sellers sometimes ignore the importance of the title and always think that writing 128 characters is enough. But if the title has no search popularity, buyers cannot see the product; if buyers cannot see the product, how can the store talk about visitors and orders?
1. Copy and translate supplier titles
For convenience, some sellers directly collect the titles of domestic suppliers when collecting products, and copy them into English to form product information titles. . Putting aside whether the keywords are popular in searches, the titles of domestic suppliers are literally translated into English, which often fails to express the true meaning and may even make some jokes.
For example, the title of a dress on the 1688 platform is “Large size women’s fat mm autumn and winter fashionable belly-covering 75kg160cm dress for fat girls to lose age and look slimmer sweater dress”, which is translated into English as “Large size women’s fat mm autumn” and winter foreign air cover belly 150 pounds 160 dress fat sister younger age was thin sweater skirt”, and then translated from English into Chinese, “plus size women’s clothing fat mm autumn and winter foreign style cover belly 150 pounds 160 pounds dress fat sister younger age was thin sweater skirt” ”, the meaning of the expression is completely distorted, and there are only 3 to 5 keywords with search popularity. Products using such a title do not have many exposure opportunities, so the author recommends that sellers not directly translate the supplier’s title.
2. Excessive reference to peer product information titles
Many novice sellers “learn” from peer product information titles, thinking that their products are similar to those of their peers. Since peer sellers can use this title to If it is ranked on the homepage of the category, then directly copy and paste the product information title on the same homepage, and your own products can also be ranked on the homepage.
Imagination is always beautiful. The product information title on the homepage is indeed very good for a single product, but it cannot be used for new products, because every keyword has weight, and every keyword with search popularity can gain initial exposure after being used. For example, a keyword’s initial exposure is 50, which means that 50 buyers can see the product; according to the click-through rate of the same level of product peers, if 3 buyers out of 50 buyers click on the product, then this keyword will be exposed through the search engine. It can be seen by more buyers, so novice sellers who “copy” the titles of peer sellers cannot bring much exposure to their products.
It is recommended to cover the entire category of keywords to avoid the phenomenon that some of the uploaded products are exposed, some are not exposed, or have less exposure.
3. Use the title generator to automatically generate titles
In order to save time in combining titles, many novice sellers will choose to use software to automatically generate them. It’s not impossible for software to generate titles. It’s just that the title software generators on the market are uneven, and it is difficult for the generated titles to achieve the purpose of covering keywords.
It is recommended that novice sellers do not use software to generate product information titles, mainly for the following three reasons:
(1) The keywords in the automatically generated titles may not match the product description, which will lead to purchase Return the product or receive negative feedback.
(2) The automatic title generation software has not updated the vocabulary for a long time. The title generation software generates a keyword database by grabbing keywords from the AliExpress seller’s backend. Keywords are constantly changing, such as some seasonal products or updated products. If the thesaurus has not been updated for a long time, the generated keywords lack search popularity, or the search popularity is very low, buyers search less, and the product exposure rate is not high.
(3) The keywords captured by the title generator are generally words with high search popularity, which is beneficial for products that continue to issue orders. For new products, if all keywords with high search popularity are used, there will be more competing products, and the weight of new products in the early stage will be lower. It will not be easy to obtain rankings for industry keywords, and the probability of gaining exposure will be limited. The author recommends that sellers use a combination of large and small words in the early stage, so that “small words” can easily obtain rankings. After product orders are stabilized in the later stage, they can then consider optimizing title keywords and replace them with words with higher search popularity.
4. Stacking and abusing keywords
(1) What is keyword stuffing? AliExpress title rules stipulate that the same keyword cannot appear in the title three times at most. Stacking keywords will not only fail to increase the chance of exposure, but will also be punished by the platform. Words can be segmented in the title, so sellers should not reuse keywords just to make up characters. This is a waste of characters. It is better to cover one more keywords and get more exposure opportunities.
(2) What is keyword segmentation? When some sellers create titles, they pay great attention to the smoothness of the title. In fact, this is not necessary because the title can be segmented into words. Word segmentation means that search engines can search for all keywords that appear in the title. For example, the title is: 2021 dress women long sleeve women summer white shirt sexy mini casual cotton party puff sleeve elegant dress. When buyers search for the keyword “2021 mini dress”, they can also search for this product.
(3) What is keyword abuse? When creating titles, sellers who use keywords that have nothing to do with the product in order to pursue keywords with high search popularity are abusing keywords. For example, the material of the handbag is PU leather, but the keyword “genuine leather” is used. Some products are obviously not waterproof, but the keywords include some waterproof words; What’s more, the product is actually a wireless mouse, but “wired” appears in the title. The keyword “mouse”; the product is actually an ordinary dress, but the keyword “evening dress” appears in the title. In daily diagnosis stores, we often find titles like this, which cause the keywords searched by buyers to be inconsistent with the products that jump out. The consequence is that buyers will not click on the product at all, and the product will naturally not be exposed. The search engine gives the product a chance to be displayed, but does not get feedback data from buyers, so the search engine will think that the product is not liked by buyers.