How can we promote off-site to increase the natural position on the site? How should the internal and external sides of the site cooperate in this process, and how should the timing and rhythm of various operations be arranged?

Mr. Salt

My C position

Many sellers in this category have this kind of curve trend, and this one is more obvious. It feels like a mature strategy.
Link: B0BYTZ9Q6D
 
I offer a 50% coupon outside the site and can attract a lot of orders. At the same time, I also increase the advertising within the site to try to get a higher position under the main keyword. However, the natural position does not improve at all.

Why is it that other people’s products sell better after they stop selling off-site products, but mine go back to square one as soon as I stop selling off-site products?

I would like to ask everyone, how can we do off-site promotion to increase the natural position on the site?

What I can think of for now is that during the off-site promotion process, I can get the on-site label (such as new release) to obtain on-site traffic and thus improve the natural position, but there are too many doubts. How should the internal and external sides of the site cooperate in this process, and how should the timing and rhythm of various operations be arranged?

"Wonderful Reply"

Anonymous user

Agree from: Mr. Salt

The most obvious way to improve rankings is to push BD + in-site advertising at the same time , because the click-through rate and conversion rate of ads during BD are higher than usual (but this still needs to be compared with competing products), and data will quickly improve your keyword weight. If your ACOS can be covered during this period, it is best to increase the budget. If your budget is too low, it will still not help the ranking, because think about it, if there are only 1-2 orders per day for a certain keyword, it will not help at all, at least 8-10 orders may be able to leverage the ranking. So if your budget is not enough, it is best to focus on 1-2 groups of words, and don't place them too scattered.

Off-site advertising is usually done in conjunction with your sprint period. For example, if your BD+ keyword weighting efficiency is good during this period, placing off-site advertising during this period will add fuel to the fire and the effect will be more obvious. Simply doing off-site advertising will only increase the sales weight of the product, but will have a small effect on the keyword weight.

Before you generate traffic, you need to first confirm whether your conversion rate meets the standard through in-site advertising, and compare it with competitors and the industry average. If the conversion rate does not meet the standard, you will not be able to receive the traffic.

The main way to promote keyword rankings is to use advertising. It is recommended that the questioner use advertising to vigorously promote his or her keyword rankings.

Push keyword ranking

Method 1: (faster to reach the homepage) Big Keywords: In order to push the natural ranking of big keywords, directly use high bidding and high budget to hit this big keyword, fixed bidding (promotion costs are high, ACOS and advertising costs need to be temporarily ignored, regardless of cost to push the big keyword to the homepage), pay attention to the need to monitor and record the natural position and advertising position of the word every day. Also, if this keyword has been running for a week and the advertising cost has been spent, but it still cannot be pushed to the homepage, you need to change the keyword to promote.

Method 2: (Slower to get to the homepage, but higher success rate) Collect accurate long-tail keywords in the Phrase matching mode of the competitor products based on the keywords you want to promote
(It is equivalent to pushing up a series of phrase-matching long-tail words such as CAB, ABC, CABD, etc., and the big word AB will naturally go up. The advantage of doing this is that the overall cost of pushing big words AB is huge, the difficulty is also great, and the effect is not necessarily guaranteed; however, pushing the phrase-matching long-tail words AB will be much better in terms of success rate and cost.)

It is also easy to get blocked and warned when doing business outside the site. For example, if the traffic is too large in a short period of time, and coupled with the use of free reviews, VP, collections and purchases, it is easy to cause the link and account to be reviewed.

Gugujiji R - Post-90s female operator

Agree from: Mr. Salt

You can do off-site work but you can’t just do off-site work.
For people like them, they first use big off-site discounts to attract traffic. This traffic does not come from outside the site, and once you stop doing off-site traffic, the natural traffic will drop. However, with a large amount of off-site traffic and an increase in keyword rankings, it can also bring in some on-site traffic.

After the off-site promotion stops, there will be very little off-site traffic. If you want to maintain the order volume and traffic, you must use on-site methods to stabilize the keyword ranking. If you simply do it for a few days without taking any action, the effect will not be very good, and the keyword ranking will drop quickly. You can combine off-site promotion with on-site flash sales, and try to make the discount bigger or the on-site promotion will have the original discount or conpon. Advertising budgets cannot be reduced all the time. At least get the on-site traffic running first and then adjust.

Ying Ru Shi - A not very serious man

Agree from: Mr. Salt

Under this year's algorithm, off-site orders can increase link traffic and conversions, which can indeed improve the link's search ranking to a certain extent, but it is not a direct effect. The promotion of a link is inseparable from advertising and other on-site means.

Off-site promotion plays a more important role in supplementing orders and traffic. On the one hand, it stimulates link growth (category ranking and sales), and on the other hand, it increases the accumulation of sales data of links. The accumulation of sales and historical data also has an indirect impact on keyword rankings.

In this process, the search conversion rate, search click-through rate, market activity during the promotion period, and the comprehensive performance of the product on the site are also necessary conditions for the link to continue to grow. Off-site is one of the means, and the process requires the other party's traffic structure to be clarified. You can see that the deal rhythm of this link has increased significantly since October, and the ranking has increased significantly after several flash sales. Obviously, there is also a lot of flash sales traffic on the site.

The coordination of promotion inside and outside the site usually involves: combining deals and coupons with traffic tags to place them outside the site, avoiding deliberately lowering the conversion rate on the site when doing off-site promotions, and then choosing channels with little audience deviation as much as possible to place them, avoiding introducing too much invalid traffic and lowering the overall conversion rate of the link too much.

Anonymous user

Agree with: Shooting the Eagle with a Bow

In the past two years, we also used fake orders, self-supporting accounts, small cards and other tricks, but after being hit, we now operate in a white hat manner. Off-site marketing is a very important part of our promotion. Now many people complain that the off-site effect is not good. In fact, the off-site effect is indeed not as good as before, but in our real case test, we relied on off-site methods to promote products in the early stage.

Continuously doing off-site activities will promote keyword rankings. As long as there are orders, it will have an effect on keyword rankings, but the effect is not as good as clicking on keywords to place orders. Another part of the off-site effect also depends on the competitive environment of the market category. The more competitive the category, the worse the off-site effect will be.
 
You need to do it continuously and keep it off-site for 2-3 weeks. The discount is in the form of cod+coupon. For example, if you want to do 50% off-site, you can do 20% code+30% coupon. The purpose of coupon is to ensure conversion on the site, so that you can cooperate with advertising and other promotional activities to achieve better results.

Off-site sales require continuity and after-site sales, you need to use large coupons and advertisements to stabilize the sales, and don’t let the order volume fluctuate too quickly. After accumulating a certain ranking and keyword weight (you can enter the first three pages with keywords), you can use advertisements to achieve better results than directly using keywords. Then expand from point to surface and gradually expand to other keywords.

jkkj054 Cross-border rookie - ...

Agree from: Mr. Salt

The core factors that generally affect keyword rankings are: orders and conversions. The reason why your ranking is not stable is probably because the surge in orders only lasted for one day, which makes it difficult to stabilize the keyword ranking. Basically, it will fall back in one day. We have tested it before, and it must be stable for at least 7 days before the entire keyword ranking will be relatively stable. Amazon's in-site advertising must be maintained (this is what you described), but product listing optimization must also be done all the time. You can plan in-site flash sales and other promotions, and subsequent product sales will definitely stabilize! !

In fact, doing business on Amazon is all about who does the details better. Off-site promotion is to attract traffic and promote sales. The ultimate means to maintain rankings is to optimize the on-site listings. Then plan when to do off-site promotion to further stabilize conversions and sales. At the same time, continuously accumulate reviews and feedback on the site. This virtuous cycle is the real way and means to maintain Amazon rankings.

Anonymous user

1. After looking at the categories, the competitors first upgraded their products, and the styles have certain advantages.
The natural position of on-site traffic must be stable, and the click-through conversion rate must be better than the average

Bloggers can go to the business opportunity detector to check the weekly traffic of competitors and judge the conversion of competitors by predicting sales.
Compare the traffic and conversion of the blogger to see if your traffic is not up to par or your conversion is lower than that of your competitors.

In addition, the blogger's advertising word position has not increased. Is your word performance not as good as the competitor's, so the increase is not as fast as the competitor's?
 
2. Rhythm outside the site
I do relatively little off-site advertising, but when the page can handle it, such as when there are comments and the page conversion is good, I will put it off-site, and after the end, I will use high discounts to stabilize the conversion. During this period, I will use some precise words to push up the word position. At the same time, I will review the changes in the number of orders brought by off-site advertising and the change in sales volume after a week through discounts. If the effect is good, I can put it again. Increase the number of orders as soon as possible to obtain deal promotion qualifications

Xiao Ai957

The main purpose of off-site marketing is to improve the ranking of single-volume categories and keyword weights, but the improvement is not much. Moreover, off-site marketing now basically has a discount of 40 or 50 yuan. If you want to do off-site marketing, you basically have to falsely mark the prices on the site. If you falsely mark the prices on the site, the conversion rate of advertising will definitely be very poor.

It is best to first mark the price falsely and make a big discount outside the site, close the discount and reduce the price to get the crossed-out price. It is better to have a new product list. Generally, there will be natural category traffic at this time, and the keywords will have a certain weight. The advertising bid will be correspondingly lower, and the pressure to promote will not be so great. There are more orders outside the site, and there is also room for evaluation. With the evaluation of advertising keywords, this is very easy to promote if you have the resources.

There is a sky in my pocket

1. Off-site activities themselves cannot play a crucial role in key rankings, it can only play a role in comprehensive rankings. If you stop off-site activities, your conversion rate will drop if it cannot keep up.

2. Generally, it is more appropriate to do off-site sales for new products and clearance sales. Otherwise, your products will be like a roller coaster, which is not conducive to the stability of search rankings.

3. If you want to obtain natural traffic, you need to place orders for your advertisements on the search homepage or other search positions.

Anonymous user

Agree from: Mr. Salt

This company has off-site advertising, but there are basically no advertisements on the site. The advantage is that the conversion rate of natural positions is good, but the disadvantage is that if a new product impacts the site, pure natural traffic cannot maintain the position. They have opened some video ads, so you might as well try it.