This is a guest post from Michael Folling. Michael is the founder of Limitless Designs and author of 101 eCommerce Tips. He enjoys building brands and writing about eCommerce. Follow him on Twitter to chat about eCommerce.
If you’ve ever struggled with getting your products to rank high in eBay’s organic search results, you’re not alone.
eBay is a competitive marketplace for sellers, and getting more views for your products is the first step towards growing your sales.
As an eBay seller, it can be hard to keep track of all of the options available for promoting your products, listing, and fulfilling your orders. That being said, it’s worth your while to understand how to optimize your listings for eBay’s search engine.
In this blog post I’ll discuss:
- What is eBay SEO
- Why eBay SEO is important
- Tips to improve your rankings in eBay’s search results
Are you ready to learn all about eBay SEO?
What Is eBay SEO?
Search engine optimization is a generic term used to describe the process for improving the ranking of a listing in a search engine.
People often associate SEO with Google but it can apply to any search engine that uses an algorithm to determine how its results display. For example, you can optimize your product listings in Amazon’s search engine to get more visibility as well.
Much like Google and Amazon, eBay relies on a proprietary algorithm to determine how to display results when a user conducts a search on their marketplace.
Doing SEO for your eBay product listings and your eBay store will result in more visibility for your products and hopefully more sales.
Why Is eBay SEO Important?
1) Study Your Competition
In eCommerce, it’s always a good idea to check in on what your competitors are doing, though that doesn’t mean you should obsess over them.
Instead you should dedicate some time to do a competitive analysis that will help you understand what they’re doing right and wrong so you can identify opportunities for your business.
This includes reading customer reviews, looking at their product pricing, and for the sake of optimizing your listings for eBay’s search algorithm, identifying what keywords they’re using in their listings.
This post from the CrazyLister blog gives you a detailed breakdown on how to do a competitor analysis on eBay.
2) Get Good Seller Ratings
While there’s no way to know how much weight seller ratings have on eBay’s algorithm, it makes sense to assume that positive ratings will result in more sales, which will create a flywheel effect that results in more visibility for your listings.
That being said, achieving 99% positive ratings will help you get categorized as an eBay “Top Seller,” which means your products will stand out from other search results with a “Top Rated Plus” notation.
3) Do Keyword Research
Anytime you start an SEO campaign, you want to lay the groundwork with proper keyword research.
You may already have a keyword in mind when listing your products on eBay, but that doesn’t mean you shouldn’t do your due diligence. By taking a pass at keyword research using a tool like Keywords Everywhere or KeywordTool.io, you can often uncover keywords that have even more search volume or less competition than the keyword you had in mind.
In addition, keyword research will help you identify variations of your main keyword that you can use throughout your listing to help you rank for more than one search term.
4) Use Keywords In Your Product Titles
Much like Google and Amazon, eBay places weight on what’s included in your titles. So in the case of eBay, include the main keyword you want your product to rank for in the title of your product.
In addition to sending a signal to eBay that your listing is relevant, it also will help your product get more views, because it will stand out in the search results, which generally results in a higher click-through-rate.
Notice in the example below that the first search result includes the keyword in the title.
5) Use Keywords in Your Product Description
As with other search engines, eBay crawls the text of their listings to look for keywords that are relevant to a user’s search terms. In addition to indexing product titles, they also index product descriptions and look for keywords in the descriptions as well.
Since you’ve already identified a target keyword that you’ve used in your product title, you’ll want to use that keyword in the description along with variations of your target keyword to help your product be more relevant for variants that eBay’s users may search for.
Remember, when writing your product description, it’s always a good practice to write for both humans and algorithms.
Do not use the keyword you’re trying to rank for in a context that doesn’t make sense just so you can rank high. Doing this means your descriptions won’t read well and they may confuse your audience, which will likely result in a lower conversion rate.
6) Use High Quality Images
In addition to high quality titles and descriptions that include relevant keywords, eBay also looks for product listings that include images, because it means a better shopping experience.
Consumers who are shopping online place a lot of weight on product images, because it helps make their decision easier. For that reason, you’ll want to include as many high quality product images as possible so that your listings get more clicks, which may signal eBay that your products are in demand.
Lastly, you’ll want to optimize your images to help eBay understand their content. A best practice is to include a descriptive keyword in your image’s file name and alt tag to give eBay a better indication of what the image is about.
Spending some time to learn the basics of eBay is a worthwhile investment that will help you stand out from other eBay sellers.
To grow and get better at eBay SEO, implement the tips I’ve mentioned above and monitor the results to see what’s working.
Finally, don’t forget to subscribe to the Deliverr YouTube channel for more actionable tips to grow your eCommerce business!