For Amazon, which indicators have weights, how much of the weight is, and how the weights are calculated,
Everyone has different opinions all the time,
Let me introduce you here,
You must have some experience in your work practice,
There are different views, welcome to discuss!
Listing weight:
Listing has weight, which most people think has.
The main evidence is:
When the weight of the same listing is different, the ranking of the same keyword is different,
In other words, similar products with different weights rank differently under the same keywords.
What factors determine the weight of listing?
Sales volume, score, number of comments, conversion rate, click through rate?
Or in other words,
Is there really a specific indicator of listing weight?
In fact, there is no specific indicator of listing weight,
The ranking is only determined by a pile of scattered indicator data, which makes people mistakenly think that there is listing weight?
Keyword weight:
The keywords have weight, which should be generally recognized by everyone,
The main evidence is:
The same listing has different rankings under different keywords.
At the same time, will the keyword weight also affect the CPC bid of advertisements?
According to the analysis of work practice, it is mainly the sales volume, conversion rate and click through rate below the word that affect the keyword ranking.
Wait, click through rate?
This may be controversial. Does click frankness affect keyword ranking? Moreover, the click rates of different categories vary greatly.
I have also seen that no matter what the click through rate is, it can be done well just by exposure.
Store weight:
Shops have weights. The main indicators of store weights are the performance in terms of feedbacks and ODR in terms of self delivery,
So, how does the store weight add to listing?
The higher the weight, the more traffic can be brought to listing? Better ranking?
How to calculate it?
For example, 10000 feedbacks, ranking+100, 500 feedbacks, ranking+20?
Have you ever been a friend of Taobao to come out and talk about how Taobao stores bring weight to products? What are the specific aspects of weighting?
If we just say that more feedbacks in stores can increase trust, it can increase the conversion rate. This is the same as what we see on Taobao that it is Crown stores and it is easier to place orders. This can only be said that the trust in consumers' hearts has led to the improvement of conversion rate, not counting the weight added directly by the platform from the algorithm level.
Is there any direct evidence?
Advertising weight:
There is a big dispute about advertising weight,
Some people say that advertising has no weight. The weight is in the listing, and the advertising group can close and open it at will. Their way of playing is that if an advertisement is not effective, it can be closed and opened again. If it is not good, it can be closed and opened again. Even if the effect of an advertisement has become worse after a long time of opening, it will not hesitate to close and reopen it. I know that the god of best is such an operation.
Some people say that the advertising weight is in the advertising group, so they dare not close the advertising group at random. The same advertising group will be optimized and polished slowly until it gets better and better. At present, more people use this operation.
The main evidence for the weight of the advertising group is that the same listing can be followed by another store, but the performance data may be much worse or better.
The main evidence that advertising groups have no weight is that sometimes new advertising groups perform better than old ones.
Is there any other evidence?
SKU weight:
This is a bit of bullshit. Some people say that the weight is not in the listing, but in the SKU in the store. This view should not be highly recognized. I don't agree, so I won't elaborate.
Correlation weight:
Many people may not have noticed this, but I also thought about it myself,
Is the index of relevance a score range or a simple yes or no judgment in Amazon's program code and ranking formula?
give an example,
A， Score range.
B， Yes or No: When a buyer searches for a keyword, Amazon will judge your relevance. If yes, enter the pool for the next round of competition (historical sales, conversion rate, score and other indicators). If no, do not enter the pool and do not show at all. Then, it is useless to bury words repeatedly. Just bury the core words and key long tails.
Dear friends, does the above weight really exist?
Existence means that it will be specifically used in Amazon's background ranking formula (program code),
If it is just a conceptual weight, it can be considered that this weight does not exist at all.
