Marketplace SEO and Ecommerce SEO
The regular Ecommerce SEO also focuses on the content, but it also deals with the page structure, linkage, meta data, URL and more page aspects. While these are very important - sellers usually have little to no control of these parameters on the marketplace listing page. Hence the difference between the marketplace SEO and Ecommerce SEO and hence the approach to the optimization of the product pages on site and the product listings on a marketplace is slightly different.
Marketplace SEO and Ecommerce SEO are distinct. The former focuses on product listings on marketplaces, the latter is used to boost the positioning of the website on the search engine rest pages.
The difference stems from the different objectives of the search engines as well as their implementation. While Google search will show the results that best match the query, the marketplace search will show the results that are most likely to be purchased following the query.
Marketplace SEO basically means a much deeper optimization of the listing content, including some technical aspects, and of course, keywords. Google’s indexing of marketplace listings is relatively poor with a notable exception of Amazon. It is the result of a marketplace listing page's relatively short life, as well as very limited linkage to the page from outside the marketplace. Moreover each marketplace may require specific tweaks to deliver the best performance.
The regular Ecommerce SEO also focuses on the content, but it also deals with the page structure, linkage, meta data, URL and more page aspects. While these are very important - sellers usually have little to no control of these parameters on the marketplace listing page. Hence the approach to the optimization of the product pages on site and the product listings on a marketplace is slightly different. Keep on reading for information on Marketplace specific search engine optimization tips.
Improve Your Marketplace SEO in 8 Steps
- Conduct Keyword Research
In order to find out which keywords are best to use to attract potential customers, sellers must conduct a marketplace keyword research. Even if the website has already gone through traditional search engine SEO, it is not enough for the marketplace itself. Remember, when searching for best hiking boots on Google, it will answer with websites listing the best hiking boots.
Visitors to marketplaces are usually beyond this point, and will search for a specific brand or model, or special features. As a matter of fact, most marketplaces frown upon using words like “best” or “#1” in product titles, as they serve no purpose (nobody is searching them) and they take the place of much more useful keywords.
There are several tools and applications to help sellers conduct the keyword research. However, sellers can also do it by themselves, although it might take some more time. A nice way to begin the research is to go to the search bar and start typing. The auto suggestions are a good indicator of popular searches.
- Optimize Everything
After the keywords research, you should have a list of popular keywords for each product you sell. The next step is to incorporate the keywords in the product listings - in the title, description etc. If the product has a unique feature, highlight it on every level of the listing.
Here is an article on how to do it on eBay:
- Optimize listings for Ebay search
- Product Title
Titles are one of the most important parts of the listing, because it is the first thing shoppers see of the product. That is why it is crucial to use the right keywords in the title.
Since most marketplaces limit the length of titles, sellers need to find creative ways to both accurately describe their product and include as many keywords and keyphrases they can. An-80 character title is usually about right, fitting well on regular as well as mobile screens.
It is useful to follow this formula when creating product titles:
Brand Name - Product Name - Highlighted Feature - Size/Model - Color
- Product Description
The product description inside the listing is where sellers can and should provide as much detailed and relevant information about the product as they can, and include relevant keywords and keyphrases.
Unlike in the title, most marketplaces do not limit the number of words in the description, however, it is recommended to stick to 200-250 words. This gives sellers enough creative room, and space to use long-tailed keywords than in title, without making the text too long for the average shopper.
The product description should present the shoppers with all the product’s attributes and features, and it is always helpful to let shoppers know how the product might help them and why they need it. In addition, since there are natural variations in the phrases shoppers use when searching for products, try to include such variations in the description. For instance, in a listing for hiking boots, it is worth including such phrases as climbing boots, hiking shoes, etc. to make sure each variation leads to your listing.
- Highlight the Product’s Best Qualities
As mentioned above, the product description should be informative, accurate, short, but still highlight the product and encourage shoppers to make the purchase. A great way to engage with shoppers is by using bullet point lists.
Bullet point lists are easy on the eye, and easily scannable, allowing shoppers to quickly gather all the information they need in order to make an informed purchasing decision. These lists should include:
- General specification
- Measurements
- Useful facts and features
- Operating instructions
- Use High Quality Images
No listing is complete without the product’s image. It is a great way to highlight the benefits of the product, and to improve conversion rates. On the other hand, listings without images rarely convert, since they raise suspicions among shoppers.
It is recommended to use a number of high quality images, showcasing the products from different angles, when relevant, so that shoppers can really see the details. Finally, sellers should name their image files with informative file names, and try to include relevant keywords, so the marketplace search engine can index them accordingly.
- Include Product Videos
Images are a must-have in any product listing. But product videos are what takes the listing to the next level. According to studies, 73% of all shoppers are more likely to purchase a product after watching videos reviewing it. Sellers should attempt to give the shopper the most complete view of the product, so that the shoppers can enjoy the shopping experience and make a better informed purchasing decision.
Sellers can also include videos of testimonials and user feedback, as well as promotional videos. All these help encourage shoppers to engage with the listing, increasing the chances for conversion. On the other side of the equation, marketplace search engines look for images and videos in listings, and promote them, so for sellers who choose to include videos in their listings it’s a win-win!
- Pricing Optimization
Price is not directly connected to marketplace SEO, but it does affect the number of page visits and conversion rates. Before setting prices for products, it is recommended to research the market to see what prices are.
As price is a critical factor for shoppers, it is always better to stand out and offer competitive prices, if you are able to. Too high of a price, and the listing will attract only few visitors, if at all, and much too low will raise suspicions and drop conversion rates.
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