Amazon listing weight principle, see this is enough! - cross - border e - commerce partner
In order to avoid unnecessary literal meaning disputes, we should first explain several nouns, so as to avoid the deviation of understanding. It is mainly three nouns; 1. high – frequency words, many people are called hot words, big words, I call it high-frequency words, refers to the daily search ratio more words, each industry is different from high-frequency words, this mainly depends on the distribution of the industry search terms.
2. if words, as the name suggests, are searched every day under high frequency words, but there are also very good search quantities, which are often more than the number of high-frequency words.
3. long tail words, this best understanding, search is not much, but more accurate words, attention to the long tail word is mostly accurate words, in turn the precise word is not necessarily a long tail word.
1. lifting the veil of product weight
For the a9 search engine ranking weight composition, in the eyes of many businesses has been very mysterious things. Of course, this is also a core secret of the Amazon search engine, and only a few core members of the core team know the details. Even the EPIC system on this planet is written by code. Since it is written by code, there must be very specific logic, rules, or relevant indicators.
Product ranking weight index is composed of two parts, product weight = product itself weight + store overall weight. Let us continue to subdivide this formula: the weight of the product itself = sales of the product + transaction quality + other indicators; Store weight = service level + store volume + activity activity + other many other indicators.
The transaction quality involves kedanjia, click rate, conversion rate, and stay time. Other indicators such as review score, product growth, etc.; Sales of products are divided into recent sales, medium sales, long-term sales.
Sales of products = keyword sales + activity sales ( standing, inbound ) + other sales
We'll probably expand the above formula altogether:
Product weight = ( service level + store volume + activity activity + other many indicators ) + [ ( kedanjia + click rate + conversion + residence time ) + ( review score + product growth ) + ( recent sales + medium sales + long-term sales ) ]
The above weight composition is only directional, the actual indicators constitute a far more complex than this, and each subdivision of the index of the overall weight of the contribution rate is very small. The a9 search engine from the initial few indicators slowly developed to several dozens, to the current hundreds of indicators is actually a continuous improvement of the formula process, such as the elimination of the weight of the large discount sales.
You can see that the above set of indicators may suddenly feel that Amazon is no longer good, and has lost confidence in scalping. Back up, Amazon is a commercial company, so several business related index contribution can not be reduced too low, otherwise it will deviate from the original intention of business.
Next, we will elaborate on the segmentation of the product sales volume;
Product sales = keyword sales + activity sales ( inbound, inbound ) + other sales, the overall weight of the store will also accumulate to a single product, but Amazon platform to weaken the concept of shop, the store weight is only a small contribution to listing.
Keywords sales = a keyword sales + b keyword + c keyword + … 。
Each keyword sales can be broken down into recent sales, medium sales, and long-term sales, which you understand why not change the core of the key words.
2. scalping tempo
Scalping's keyword planning rhythm is similar to the rhythm of keyword optimization, basically following the process of excessive from the long tail to the intermediate frequency to high-frequency words, each of which is different from the rhythm of the growth transition. As Amazon's operation and promotion, master some common sense is only the foundation, can combine the industry, product characteristics to develop effective operation rhythm is really EPIC. So we see small operations in the annual trade change shop, big operations change shops, but rarely change trades.
The new product title early duo a few long tail words, these basic knowledge must be clear that everybody knows, only the long tail word competes the quantity small quantity only then has the opportunity to show. Note that the display is not flow, the product itself is not competitive, usually show no flow, the a9 engine to show you is a waste.
The term scalping lasts about a week
Early new products are mostly long tail words, and then a small amount of scalping, don't worry about this time Amazon check you, the base is too small to trigger the inspection system. Note that you do not mean that you can do anything to simulate a real deal.
For new products, the initial product itself has a larger contribution to the relevant indicators ( the system does not have historical indicators, can only increase the contribution of the product itself ), the effect of scalping will be obvious, this scalping will be about a week or so. After a week's performance, the long tail word rank relatively high, the intermediate frequency word rank promotion, high-frequency words still missing.
A scalping has been observed for about a week
After the incubation period, the status of listing in listing is relatively high in the long tail, the word rank of intermediate frequency is gradually promoted, high-frequency words are still missing. Next, the product title will gradually replace some intermediate frequency words, scalping keyword plan in terms of intermediate frequency + long tail word, and the amount of scalping is significantly higher than last week, tell the engine I grow very fast, more give me some weight ( the engine is ah, only a few days after what the devil ).
How to divide the specific product and industry, look at the industry situation and report. This period to observe the situation of the product keywords, adjust some no words in time. About two weeks later, the performance of the intermediate frequency words is less stable, the long tail words are not stable, high frequency word rank is gradually improved.
The deposition of intermediate frequency words is about a week
After the previous two weeks of continued overweight scalping, the title has been transitioned to intermediate frequency and long tail, intermediate frequency terms are not too stable. Then we decided the intermediate frequency words to continue to add the brush, to observe the word rank of the word, and to think about the relative relationship between the volume and ranking. If the word competition is more competitive, the relative stability needs a larger sales pull.
This stage can organize a batch of rankings, traffic also line of words, continue to add the brush, long tail words to retain some effective line. After 3 weeks, the general if word will have relatively stable ranking, high-frequency words will gradually rise, the best time to occasionally assist some high-frequency words scalping, for the later ranking.
Stable ascending phase, continuous spiral
After the first three or four weeks, the initial observation of the product itself is basically finished, and then the words deposited in the upper stage are added to the continuous spiral brush, the words are gradually transition to high-frequency words + intermediate frequency words. This period of the long tail word can rely on the weight of the product itself, not too much need to stack the weight of the keywords. But intermediate frequency words and high-frequency words very need the keywords themselves to turn the sales volume to drive the weight, the later service index weight contribution to the product weight gradually increased.
This time, if the other indicators of listing itself are not healthy ( such as bad review, a – z, delayed delivery, etc. ), scalping can lead to less weight, and scalping's input to output is not very good. Do well the weight of the listing related to ascension, and then superimposed scalping itself to the weight of the product, the growth will be better. Scalping can bring listing to the waist, but to enter the top bestseller, listing itself is very important. Unless your scalping sells far more than your peers, it's not only the risk, but also the cost.
The above stages of scalping control are only for most industries, but also relatively robust rhythm. After all, different teams can mobilize resources, each person is not the same level of radicalism, many special cases are not in the scope of the discussion.
3. impact of intermittent and progressive scalping on weight
From the previous product weight index formula can be seen, the growth of the product is a very important indicator, especially for new products. So let's look at the impact of intermittent scalping on the indicators, a product has been relatively good in the past week, the impact of recent indicators and growth indicators are forward, weight will be superimposed. A few days or a week in the middle, so mid – term sales are definitely affected, and growth indicators are also affected. Search engine, see, no, this product is a drum of courage, and then decline, three and exhaust. Unable to last, the rank weight naturally also drops.
So continuous scalping, we look at the growth of this indicator, over the past period of time can maintain a certain growth, recent sales stability, medium-term sales stability, long-term sales stability, and is stable.
For the Amazon platform, this is definitely a quality product ah ( shop other indicators synchronization optimization ), the weight must be high. Amazon needs a big wave of such high-quality products, high-quality shops to promote the development of the whole ecological.
Well, whether intermittent or gradual, scalping has to have a head right. This is to see the environment of the industry, the comparison of the industry, there is really no head, such as some of the products of 3c. If in a relatively " pure" industry, the product to the first page stability rankings, if the product itself is very competitive, then the natural real flow of the continued growth is enough to push the listing to a good location.
Like the launch rocket, the early breakthrough of the atmosphere needs a lot of help, to the fixed orbit after the natural synchronous orbit. The product ranking is the same, the previous several occupied a large amount of traffic, occupy a dividend, but the process is very difficult.