Learner questions: The number of orders for big words has increased, and the advertising data is good, why has the organic ranking of my keywords dropped?
Background:The market competition is a general product, the link is about half a year, the daily order volume is maintained at about 30 orders, more than 200 evaluations, and the review star is 40 or so, the ratio of natural orders to advertising orders is about 3:7. The advertisement is manual and accurate, the advertising position is in the middle of the homepage, the budget is 50 dollars, and the budget is increased to 100 in these two weeksThere are more orders in precision advertising, but the natural position of keywords in precision has decreased.
Is it that if the budget is increased and the orders are increased, the natural position of keywords will definitely increase?Not necessarily.
First of all, look at the conversion rate, after adding the budget, it is possible to generate a large amount of traffic, although there are orders, but the overall conversion rate is lowered, so it may lead to a decrease in natural bits.
SoRelying on a large number of burned ads does not necessarily drive organic rankings。The premise is that the click-through rate, conversion rate is stable, and the sales generated are higher than other products in the same category. If the A9 algorithm thinks that your traffic utilization efficiency is too poor (** more but less clicks and low conversion), even if you burn a lot of advertising money and the number of orders goes up, your organic ranking may not rise, and the corresponding organic traffic is difficult to obtain.
Some sellers will also wonder why the organic ranking of keywords has not changed much or even decreased. Another reason is because your competitors are also placing ordersIf your order rate is slower than your competitor's, it does not break the threshold of the A9 algorithm, then it is possible that the ranking will not go up.
Or if you increase orders through the form of off-site natural orders, it may still have a negative effect on the ranking improvement of keywords, because off-site orders will dilute to your natural bit, resulting in a decline in natural bits. If there is a lot of off-page traffic, it will cause a large amount of invalid traffic to the link in a short period of time, which will lower your conversion rate and affect your keyword rankings. Off-site generally pulls the BSR ranking, which has little effect on the organic search ranking.
Coupled with the seller's problem, the advertising order is much higher than the natural order, whether the order cannot be made without advertising, whether the product competitiveness is insufficient, whether the copywriting attracts enough to attract buyers, and whether there can be more keywords included in Amazon, these are all issues that sellers need to consider. Remember that advertising is only an adjunct, just a pusherThe ultimate goal of advertising is not advertisingWith the help of advertising, precise delivery can achieve the growth of natural rankings, because natural weight is king, and natural orders are also the only remaining dividends for Amazon.
What are the factors that affect the organic ranking of Amazon keywords?From the perspective of Amazon's algorithm to improve the customer experience:
1. Click-through rate:Customers have needs.
2. Conversion rate:Attractive to sellers, fully functional.
3. Sales weight: Immediate sales (suddenly bought by many customers) and historical sales (consistently recognized by customers).
4. The relevance of keywords(Amazon's system's inclusion of listings).
Amazon's natural ranking is the result of the system algorithm matching, the higher the "matching degree" of keywords and products, the higher the natural ranking, the matching degree is roughly through static matching (listing in the system when the system is introduced into the system to the listing title, five points, product description, QA to determine the relevance weight of each keyword and the listing) and dynamic matching (the after-sales platform according to the customer's browsing, clicking, comparison, additional purchase, collection, Behaviors such as placing orders determine the correlation between products and keywords). Amazon's allocation of organic traffic is also based on static and dynamic indexing.
Here, Xiaojiang can also deduce a point, which is what Mr. Dong often mentioned before: it is not recommended that sellers immediately play automatic advertising after a new product is put on the shelves.
Although most sellers open automatic ads for the purpose of expanding words, when placing automatic ads, some related words will run out, but the corresponding can also run out more irrelevant words. When these irrelevant words are included by Amazon, more irrelevant words will be fissioned out from the next day, which will not only waste a lot of advertising costs, but also spend a lot of time on operations to deny. If it is not denied in time, the link will become more and more deviant, and the link may be scrapped in the end.
Therefore, when sellers play automatic advertising, they must remember to do a good job of negative word matrix for words that are irrelevant to the link to exclude irrelevant traffic.
If the words buried in the entire listing copy are very inaccurate, it is recommended to re-investigate the keywords, redo the keyword matrix, and rewrite the copy"Four quasi-two more".Test the standard first and then put it on the shelf. The underlying foundation of A9 and Amazon Search Engine Optimization (SEO) is:Keywords and copyIf the underlying foundation is not solid, the stability of the listing will be very poor, and many of the words typed out in the later advertisements are garbage words, thus wasting advertising costs in vain.
In addition, the organic ranking is also related to the number of orders issued in different time periods, that is, the order rate mentioned earlier. For example, the number of orders issued in 7 days, 14 days, 30 days, 45 days, 60 days, etc., these weights will also affect the final ranking.
In other words, sales volume is a factor in Amazon's measurement of listing performance, and the incremental sales volume is a large part of the determining factor of the A9 algorithm. If your sales are stable and you maintain an average daily balanced growth at a certain stage, you can do itThe greater the weight assignment of the listing weight, the more organic traffic distributed by the Amazon system, and the ranking will naturally go up.
Today, that's all for the discussion of the factors that affect the organic ranking of Amazon keywords, and sellers with ideas are welcome to actively communicate in the comment area!