Are you doing the listing optimization, or just making the adjustment of listing?
" I have a listing that has fallen a lot lately, and has never happened since I started selling. I can't determine the cause of this situation, but I recently added some new words in search term. is this the reason for the lower ranking? ”
In the process of building a product, the optimization of listing is a necessary infrastructure, if a listing is not optimized, even if the product quality is very good, it may be because the product is not excellent and not the customer's favor. It is for this reason that many sellers will take the optimization of listing as an important job in operation.
It's natural to focus on listing, but it's wrong to think of listing as a daily routine.
In general, listing optimization should start before the product goes to the shelves, and when the seller selects a product, the optimization is already started when you are ready to publish listing. The seller needs to be familiar with the product's function and performance, need to know the product's product name, need to know the characteristics of the product, need to know about the consumer's concerns about the product … to master the above information, the seller, in addition to playing with the product, will learn from the competitor's listing – how the competitor's listing is written, what keywords are included, what is reflected in the competitive review, how the competitor's pictures are taken, what information highlights the product, and so on, in the process of analyzing competitors, the seller can further deepen the product and market
Through the above analysis, study, trial and use, the seller began to have a more comprehensive understanding of the product, based on this understanding, writing a characteristic, highlighting the selling point of the listing, and then the draft of the draft to his colleagues, to the local professionals to see, to the target market local professionals to give advice and changes, after a multi – round adjustment, a good potential of the listing was created, at this time, with a 100 – point standard to judge, your listing should be able to score more than 80.
After the product release, the listing optimization will no longer be a daily routine check adjustment because, according to Amazon algorithm rules, every time the adjustments to listing mean that listing weights are reordered, either up or down, which is why a lot of sellers reflect the reasons for the decline in listing and sales both decline – the original weight is greater than the adjusted weight, ranking natural decline.
So, not every time the listing adjustment can be called " listing optimization ", only the adjustment that can add weight to the listing is called" optimization. ".
So what situation can be adjusted to achieve the purpose of optimization?
When a listing is strong and the sales are growing rapidly, try not to make adjustments. unless it is the product parameter error in listing, the other small details of the listing are not perfect, you can temporarily ignore or record it, and don't make any adjustment;
When a listing is stable, the ranking is relatively stable, and the sales performance has basically reached your business expectations, at this time, do not make any adjustment;
When the sales of a listing decline sharply, and you compare the same with peers, it is time to adjust the listing, but at this time, you need to adjust and observe, adjust the content you think is better, record the changes before and after adjustment, and observe whether the adjustment of listing has changed the big or trend;
For a long time in silence, there is no or only very few sales of listing, the timing of adjustment, and because of the long silence, the weight of listing has been reduced to very low, every adjustment will be possible to activate the listing of the weight, let listing return to order, so in this sense, every adjustment is optimization.