Recently I had an eye exam. I always feel like they are trying to trick me when they ask me to look through the different lens options to determine my prescription. “Which is better — one or two? Three or four?” Are they trying to confuse me or are they really just helping me improve my vision? When you’re selling online you can sometimes feel that same way when it comes to improving the visibility of your products.
At ChannelAdvisor, we believe in implementing a diverse strategy to promote your products and using all of the tools available to you to help you get your products seen. We’d like to talk about one key marketplaces strategy that is generally applied to digital marketing: search engine optimization (SEO).
You’ve probably heard the term SEO lots before, but when I say SEO and marketplaces, you may think I’m talking about the actions a marketplace like eBay or Amazon takes to pay a search engine like Google to promote its products through paid advertising. That happens, too — but what I’m talking about is optimizing your products listed on a marketplace for that marketplace’s search and browse algorithms. That is what SEO on marketplaces is all about.
Here are seven tips to whet your appetite:
1. Relevance is king when it comes to SEO. For any data provided, if it’s not relevant, skip it.
2. If relevance is king, then titles are queen. They’re highly visible and carry a lot of power to impact SEO.
3. Some product values on marketplaces act as validators to double-check relevance. Category and product attributes confirm or contradict keywords you provide.
4. Search terms are the place to convey the additional synonyms and misspellings that you want to include without keyword stuffing. (Or sounding a little crazy.)
5. You may have to do extra work to get your SEO efforts for Amazon (and other marketplaces) to see the light of day.
6. You can use digital marketing SEO tools to help inform your marketplace SEO.
7. If you don’t want to optimize listings for free, then you can also pay to promote with two new marketplace programs: eBay Promoted Listings and Amazon’s Sponsored Products.
Oh, and I know a company that understands everything about how to “be seen.” And not just through the methods mentioned above, but in all things e-commerce — from traditional SEO to Google’s Shopping campaigns to cross-border trade to newcomers like Jet.com. Call us today to learn how we can help your business and your products be seen.
Blog post by Rachel Miller, senior product marketing manager, ChannelAdvisor