How should a good title be done in e-commerce operations?

How to give a good name to a product in e-commerce operation?

Officially, the universal formula is this: brand name + product word + attribute word / selling point word + other modifiers + model number.

This doesn't seem like a problem, but I never use it that way, and very few other buyers I see use it that way either. The reason is simply because we don't have a brand, so the first word would be out of place.

And in the absence of a brand word, directly put a product word, that is, the original name of the goods, such as clothes, shoes, bicycles, etc., will be very hard, so this time the attribute word / selling point word to advance.

The so-called attribute word is to refer to the characteristics of the product, nature, etc., such as Bluetooth headphones, wireless headphones, Bluetooth here, wireless is the attribute word.

The so-called selling point word is the place where the product stands out, the place where it is different from other products, the place where it has an advantage. For example, waterproof pants, multi-pocket pants, here the waterproof, multi-pocket is the selling point word.

Of course, many times the attribute word may be the selling point word, so they are used together, do not make a special distinction.

So in this case the formula becomes: attribute word/selling point word + product word + other modifiers + model number.

Other modifiers are other words that describe the product, such as material, specifications, color, scope of application and so on.

Multiple modifiers stacked on top of each other are often referred to as long-tail words.

As for model number, it's used more often in electronics, so I don't usually use it. I would replace it with a near-synonym, for example, if you buy a T-shirt, I can write top, short-sleeved, etc. near-synonyms after it to increase the probability of being searched.

And in addition to these, you can usually add marketing words, such as buy one get one free, in stock, COD, have a freebie, etc.. And these words are often the ones that buyers pay most attention to and that attract them the most, so they can be brought forward to the top, and a parenthesis can be added in order to distinguish them as product titles.

So this way down, a good title can be like this: marketing words + attribute words / selling point words + product words + long-tailed words + near-synonyms

Knowing the formula, it is necessary to begin to go to the selection of words.

Different words, the selection of different criteria, but are used to promote the conversion. First of all, the marketing words, this to understand the local more important marketing content, for example, our site in the Philippines, more focus on the speed of delivery, so the marketing words here we usually write Ready stock, and put it at the top.

Attribute words/selling point words + product words should be emphasized here, the attribute words should not be too long, and the product words should be accurate.

Because buyers will see a lot of products when they enter from the search interface, and there is a limited number of titles that each product can show, so you need to let buyers know what the product is the first second they see you.

If the attribute word or selling point word in front is too long, resulting in the product word to the back, the buyer has not from the title of the display, see what you are the product, it will slide away.

So try to be as short as possible, usually two or three words are enough.

And this so be accurate, because the system will these words to determine, if the higher the relevance, your product quality will be considered better.

Here is another point, the product word to do a good job of investigation, each place the use of language habits are not the same, such as T-shirts, can be T-shirt, can also be Tee, then choose which one? Or if both are used, which one to put on the front door?

This requires research and looking at data. Things like official weekly reports, Google Trends, search boxes, etc.

And attribute words/selling point words/long-tail words and so on are traffic words, just look at those traffic and related words, you can add them all. But note that the attribute words in front of the product words, must be accurate.

Because this is a seller often search for words, if the accuracy is not high, the conversion will not be very good, which in turn affects the weight. There are also many buyers who will use this as a filter.

As for the back of the long-tail words these, is to give the system to see, because the use of some of the small or medium-sized words, buyers rarely pay attention to. Before coming in, buyers can not see the back of the title, after coming in, buyers are more concerned about the picture and description.

So the back of the stack of modifiers, is to rub the flow of traffic, because the search engine to match the time, these words in the title of the sort does not have any impact, of course, with the quality of the product score is certainly related.

So the order of the title of the product is the most important words for buyers at the top, the second most important in the second place, the least important at the end.

The above is my understanding of the title, I hope it will help you.

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