eBay Best Match 排名规则（转）

大家都知道DealeXtreme，focalprice，milanoo，dinodirect目前在外贸B2C里面做的风生水起，而

DealeXtreme做过ebay
focalprice做过ebay
milanoo也做过ebay
dinodirect.com也做过ebay ……不胜枚举

所以ebay是前期积累的一个不坏的选择：

1、试出了各类产品的需求量

2、价格区间

3、如何游走于各种品牌保护边缘（包括google seo，Adwords.google，shopping.google，很多时候都仅仅是为了这一条）

4、还积累了启动资金

……

那么如何在ebay上同类产品的竞争中获得好的拍卖，吸引更多精准需求者的青睐呢？

1.What is Best Match?
(什么是Best Match？)

2.Why Best Match?
(为什么要用Best Match？)

3.What's the difference between the way Buy It Now and auction items are sorted in search results?
(在搜索结果中一口价和拍卖格式的排序有什么区别？)

4.What can I do to get my listings to appear at the top of search results?
(如何能让我的物品在搜索结果中更靠前？)

5.Which factors influencing Best Match are weighted the heaviest?
(哪些因素最能影响Best Match结果？)

6.How do my recent sales affect my listing's position in the search results?
(近期销售成绩如何影响我listing的排位？)

7.If I make changes when I relist, will I keep my popularity/recent sales score?
(如果我把listing翻新，我物品的流行度/销售成绩是否会保存？)

8.What happens if I make changes to an active multi-quantity listing after there's been a sale on it?
(如果我更改了一个正在销售中的listing，会有什么变化？)

9.How do I use SMP automation rules while ensuring that I retain my popularity/recent sales score? 
(如何使用SMP(Selling Managing Pro)自动化规则并同时保留我listing的流行度/销售成绩？)

10.Will it still be possible to sort a mixture of auctions and BINs by 'Time: ending soonest'?
(是否可以同时提供拍卖和一口价格式，从而使BIN按拍卖结束时间来排名？)

11.Do item specifics matter in Best Match?
(物品的详细信息是否会影响Best Match结果？)

12.How do Featured Plus and Featured First work together?
(Featured Plus和Featured First一起出现是将如何排序？) 

 fayqing:

Best Match is a way of ordering items that shows buyers the most relevant listings first, based on what they've gone on to buy after searching for similar items in the past. Factors such as recent sales/popularity of multi-quantity items, relevance of keywords in the item title, value and Detailed Seller Rating (DSR) scores all have a bearing on where listings will feature in the search results.

Best Match是一种排序的规则，此规则基于买家之前的购物喜好为买家提供搜索时最相关的产品。影响排序的因素包括：最近的销售/流行度，标题中相关的关键字，价格和Detailed Seller Rating (DSR)分数等都会影响搜索结果。
 

Why Best Match? 为什么要用Best Match？

Displaying items based on the end time of the listing ('time: ending soonest') isn't always the most useful way of sorting search results. Buyers are interested in good value listings from trusted sellers more than when listings end – especially so for fixed price items, which can be bought at any time.
 

根据物品结束时间(ending soonest)并不一定是最有效的搜索结果排序方式。买家更偏喜有价值的物品和值得信赖的卖家-尤其是对“一口价”的物品，因为买家可以在任何时间购买这类物品。
 

What's the difference between the way Buy It Now and auction items are sorted in search results? 在搜索结果中一口价和拍卖格式的排序有什么区别？

Buy It Now (or fixed-price) items are sorted based on recent sales history – how many have sold from a multi-quantity listing - as well as, relevance of keywords in the title, value, and DSR scores. We sort Items in the auction format based on 'time: ending soonest' and DSR scores (items demoted if any DSR is lower than 4.4).

一口价(或固定价格)的排序是根据最近的销售记录(物品售出数量)、相关的标题关键字、价格和DSR分数决定的。拍卖格式是基于时间排序：即将结束和DSR分数（任何一项DSR低于4.4将被降低排序）。
 

What can I do to get my listings to appear at the top of search results? 如何能让我的物品在搜索结果中更靠前？
 
We calculate Best Match based on a number of factors. The following is relevant for Buy It Now listings
•  Number of recent sales: The more sales that are made from a multi-quantity listing, the higher that listing appears in search results.

•  Keyword relevance: This is based on the items that buyers clicked on and bought when doing the same search in the past.
•  Price/value: The better value a listing is, the more buyers it is likely to get, and therefore the higher its recent sales score. Sellers who price items low and try to make up for it with high PP costs will score poorly in the P&P DSR, and will feature lower as a result.
•  30-day Detailed Seller Ratings (DSRs): If any one of a seller's 30-day DSRs is lower than 4.4, their listings will be demoted in search results.
•  Listing duration: We recommend listing items with longer durations to help you increase your recent sales score while minimizing insertion fees and listing maintenance overhead.

我们根据若干因素来计算Best Match。以下是有关一口价排序的因素：
• 近期销售数量：某个listing销售越多排名越靠前。
• 关键字相关性：这是基于买家过去点击购买的习惯。
• 价格/价值：越有价值（美观、信息量等）的listing越可以吸引买家，因此销售数量也越高。部分卖家欲通过降低价格增加邮费来弥补差价，这种行为将在DSR的邮费项目中被扣分，最终造成DSR分数低从而降低其搜索排名。
• 30天的详细卖家评级(DSRs)：如果卖家在30天内任何一项DSRs低于4.4，那么其listing将在搜索结果中被降位。
•上架(listing)时限：我们建议使用长时间的listing (30天)以帮助您提高销售评分和降低费用。

Which factors influencing Best Match are weighted the heaviest? 哪些因素最能影响Best
Match结果？
In general, recent sales history is a very important factor. How all factors are weighted relative to each other varies by category and over time. Best Match responds to recent buying patterns, so it'll evolve according to which combination of sorting criteria is working best for a particular category. This means that any breakdown we give could change.

We'll be keeping a close eye on Best Match to make sure that the most relevant, good-value and reliable items get the most visibility and lead to the highest number of completed purchases.

In the meantime, if you are a seller, it's a good idea to experiment with different title keywords and formats to see what works best for you – but make sure you don't lose your ‘recent sales’ score in your multi-quantity listings.

总的来说，最近的销售历史是一个非常重要的因素。其他因素加权是相对于不同商品目录(Category)和时间变化的。Best Match是根据eBay最近的总体购买情况来计算，所以它会结合这些发展更改分类标准。这意味着，我们给出的任何现有的分析都有可能会改变。我们将密切关注Best Match，以确保最相关的、最有价值的和最可靠的listing可以获得最大的曝光率。在此同时，如果您是卖家，您可以尝试不同的标题关键字和格式来确定哪种方式最有利于您的销售-但请务注意不要丢失您最近的销售成绩。

How do my recent sales affect my listing's position in the search results? 近期销售成绩如何影响我listing的排位？
If you list items using the multi-quantity format, and there are sales from your listing in recent days, you'll build up a popularity score that will help boost your listing's position in the search results. The reverse is also true: if your listing has had poor sales performance compared to similar listings, it'll appear lower in the search results. You can use Featured First or Featured Plus to help kick-start sales.

如果您上货时使用多数量的格式(用BIN卖N个同样的物品)，并在最近有销售，那么这将有助于提高您的物品的排位。反之亦然：如果您的物品的销成绩低与相似产品，那么它在搜索结果中会排名较低。您可以使用Featured First 或者 Featured Plus来帮助提高初期的销售

If I make changes when I relist, will I keep my popularity/recent sales score? 如果我把listing翻新，我物品的流行度/销售成绩是否会保存？
Your popularity/recent sales score will revert to zero when you relist if you
•     change the category
•     change the title of the listing
•     change the condition (eg: from 'New with tags' to 'New without tags' or 'Used')

如果您上货时使用多数量的格式(用BIN卖N个同样的物品)，并在最近有销售，那么这将有助于提高您的物品的排位。反之亦然：如果您的物品的销成绩低与相似产品，那么它在搜索结果中会排名较低。您可以使用Featured First 或者 Featured Plus来帮助提高初期的销售
您的流行/销售成绩将被置零如果您：
•     变更产品目录
•     更改标题
•     更改使用状况（例如：从'全新并有标签'改为'全新无标签'或'二手' ）

What happens if I make changes to an active multi-quantity listing after there's been a sale on it? 如果我更改了一个正在销售中的listing，会有什么变化？
Your popularity/recent sales score will revert to zero when you relist if you
•     change the category
•     change the title of the listing
•     change the condition (eg: from 'New with tags' to 'New without tags' or 'Used')

您的流行/销售成绩将被置零如果您：
•     变更产品目录
•     更改标题
•     更改使用状况（例如：从'全新并有标签'改为'全新无标签'或'二手' ）

How do I use SMP automation rules while ensuring that I retain my popularity/recent sales score? 如何使用SMP(Selling Managing Pro)自动化规则并同时保留我listing的流行度/销售成绩？
The optimal way to use SMP automation rules is to mirror the functionality of a multi-quantity Good 'Til Cancelled (GTC) listing as follows:
•     Create a product with the right quantity available to sell
•     Create a template with any quantity and duration except GTC.
•     Assign automation rule – 'Relist continuously whether it sells or doesn't sell'
•    As stock arrives or gets depleted (outside of eBay sales), modify the quantity available in the Inventory product. eBay sales will update the quantity automatically. This is will retain your recent sales score and keep the listing alive until the quantity is sold out.

使用的SMP自动化规则的最佳方式反映在使用multi-quantity Good 'Til Cancelled (GTC)格式，操作顺序如下：
•     创建一个产品，并填入适当的可销售数量
•     创建一个模板，并填入随意数量和时间（GTC除外）
•     选定自动化规则 - 'Relist continuously whether it sells or doesn't sell'
•     如果库存有更改（新货到库或易趣站外有销售），在库存产品中修改现有数量。易趣将自动更新销售数量。这可以保留您最近的销售成绩并使listing一直存在直到是销售完毕。

Will it still be possible to sort a mixture of auctions and BINs by 'Time: ending soonest'? 是否可以同时提供拍卖和一口价格式，从而使BIN按拍卖结束时间来排名？
By default, search results on eBay.co.uk are sorted by 'Best Match'.  To change the sort order, hover your mouse over the text 'Best Match' that appears immediately above the search results, then choose an alternative order from the list that appears. You can also customise search results so they'll always appear as you want them to.

默认情况下，搜索结果是按照Best Match规则排序。如要更改排序顺序，将鼠标悬停在搜索结果中'Best Match'上，然后选择一个替代命令列表来显示排序，您还可以自定义搜索结果，以便搜索结果更适合您的需求。

Do item specifics matter in Best Match? 物品的详细信息是否会影响Best Match结果？

Best Match sorts the results after they've been returned for a search query – it doesn't determine which listings are returned. Your item is more likely to be returned in a query if
•     the item title is well written and has relevant keywords
•     you fill out the item specifics form when listing
•     you give a thorough description of your item
•     You list in the correct category
Filling out the item specifics form can make it more likely that your listing will be returned in the search results. But it won't be a factor we'll consider directly when we sort the search results that are returned. Even so, bear in mind that describing your item fully and accurately will have a secondary positive effect on your listing's placing in the search results: you'll score well in the DSR for item description, which can help prevent your listing being demoted in Best Match.

Best Match将在搜索命令发出之后整理结果，但并不确定哪些物品将被显示。您的listing更有可能被显示在结果中，如果：
•     物品标题写得好，并有相关的关键词
•     您填写了物品的具体信息
•     你对物品的描述很到位
•     您选择了正确的分类/目录（Category）
填写产品具体信息可以使您的物品有更多的机会显示在搜索结果中。虽然如此，请切记准确并全面的描述您的物品也将是提高排位的一个正面因素。因为您将在DSR评分中得到更高的‘物品描述’分数，它可以帮助防止您的物品被降级。

How do Featured Plus and Featured First work together? Featured Plus和Featured First一起出现是将如何排序？
Featured Plus and Featured First both appear in the Featured Items area of search results. On any given page of results, we show as many Featured Plus listings as would naturally appear on that page. For example, if Best Match selects three listings for a page that have the Featured Plus upgrade, all three of those listings will move up into the Featured Items area on that page. But if no Featured Plus listings meet the Best Match requirements, there won't be any Featured Plus listings in the Featured Items area on the page.

On page one of results, we show a maximum of two Featured First listings, and on subsequent pages, we don't show any. If there are more than two listings with the Featured First upgrade, then the ones shown are picked at random.

The same sort order applies to the Featured Items section as to the rest of the search results. So in a Best Match sort, Featured Plus items could appear higher than Featured First items if they've had more recent sales or are of better value.

Featured Plus和Featured First都会出现在搜索结果的Featured区域。在任何一个搜索结果页面上，我们都会显示尽可能多的Featured Plus物品。例如，如果Best Match在一页选择了三个有Featured Plus的listing，这三个这些物品将被上升到Featured区域。但是，如果没有Featured Plus符合Best Match要求，将不会有任何Featured Plus的listing显示在此页面的Featured区域。

在一页搜索结果中，将最多出现两个Featured First的listing，并且在随后的页面中将不会显示Featured First的listing。如果有两个以上的Featured First listing，那么结果将随机挑选。Best Match规则在Featured区域也适用。因此，销售成绩或更优价值都将影响Featured 区域的排序。
 

来源：http://bbs.paidai.com/topic/31226