In this article you will learn how the process of adapting titles works. Here you will find some tips on how to best adapt the titles of domestic items.
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Adapting titles - overview
It's highly advisable to prepare the titles of your original listings for automatic translation. Webinterpret's Adaptive Translation System (ATS) is quite sophisticated, but adapting titles - the most important element in search queries - to the system's logic will improve the listing process and result in better sales performance on international markets.
Adapting titles - tips
Here are some tips on how to adapt titles:
- Write original item titles as concisely as possible. Do not use expressions that have homonyms or homographs. In other words, do not use expressions that have double meanings. The word "point", for instance, might have multiple definitions. It can mean tip, direction, location, mark, etc. Try to use a word that doesn't have alternate meanings when possible.
- Write the most important words and expressions at the beginning of the title. ATS might strip words to meet a platform's character limitations, and words at the end of the title are considered more expendable than those at the beginning.
For example, do not write a title as follows: "Brand new controller (white) with motion sensor plus for the Nintendo Wii". Instead, write it as follows: "Nintendo Wii controller motion sensor plus". "Nintendo Wii controller" are more important words than "motion sensor plus", and especially more important than "Brand new" and "white". The following point explains why they were removed from the title. With ATS, function is more important than form.
- In case you haven't noticed, we removed the expression "brand new" in the above proper title example. Items on many platforms like Amazon or eBay use each platform's settings to identify if an item is new, used or refurbished, so such expressions are redundant. ATS might strip those title details to meet a platform's character limitations.
Similarly, some platforms have subcategories like color, size, gender, etc., which function like terms included in titles during search queries, so avoid using words already covered in an item's subcategories. Spend the valuable characters on other useful expressions.
- Try to limit the amount of descriptive terms to only those most likely to yield results. A title like "Hot Trendy Sexy Summer Beach Nylon Polka Dot Bikini" uses a lot of characters with useless expressions (and the most important words are again at the end). Simply writing "Nylon Polka Dot Bikini" would be enough.
- Please remember that some languages have a tendency to put important words at the end of sentences, but for the sake of our Adaptive Translation System, try to keep important words at the beginning of the title.
- ATS will remove useless terms like "wow", "awesome", "the best", etc.
- ATS will remove emoticons and symbols like parentheses, hearts, stars, etc.
- Some symbols, however, can be an asset. Try using the "+" or "&" instead of "and", "with" or "plus". This way you will save a few characters.
- ATS will remove sizes from titles, brand names and part numbers, but only if they are mentioned in the item specifics and only as a last resort to meet platform character limitations.
- International marketplaces have different title rules. For example sizes in titles aren't converted for every category.
- We try to keep the original title’s capitalization but ATS only retains some limited patterns:
- If all letters in words are capitalized: NICE SKIRT
- If the the first letter is capitalized: Nice skirt
- Abbreviations are changed to lower caps and aren't translated.
- Sizes are only removed from the title if there is no more room (last resort), but only if sizes are mentioned in the item specifics and other parts.
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