Sunday, January 29, 2017

Guide to eCommerce Product Listing SEO

The Complete Guide to eCommerce Product Listing SEO

Getting your product listings to the top in ecommerce marketplace search results (on Amazon, eBay or Other eCommerce Marketplace) is one of the major differences between success and failure – between making money or not.

Whether you’re a seller, online marketer or just web merchandiser, understanding how to optimize product listing, is crucial to your long term online business success.

Imagine, You have a store on eBay or  Amazon filled with great product but not getting enough sell from it. 

Do you know why?

When a buyer is searching for your products on Google or in the the marketplace, the site unable to locate your products. Because your product listing is not optimized for it as it should be.

So, How to optimize then listing then?

Well, The simple answer is, You have to integrate SEO technique when you create new product listing or update existing listing.

Search Engine Optimization aka SEO is the art and science of optimize website for higher organic ranking, same method can be applied to rank your product listing in the eCommerce marketplace like Amazon, eBay, Etsy, etc.

Before we dig more about how to optimize eCommerce listing, lets talk about how these marketplace search works?

When someone search enything in an ecommerce marketplace, the marketplace search engine want to show best possible result to the user as search engine like Google & Bing Do.

These marketplace search engine gather data regarding user search, product listing, engagement, reviews and user personal purchasing behavior; the came with best products user can buy.


Product Title

One of the most important components of eBay SEO is the use of keywords. “Key” words are those words that shoppers use when searching for products.

One of the very best ways to find those specific keywords and keyword phrases is by using the eBay keyword research tool – Terapeak. You can also research SEO keywords using the eBay search field. Based on the keywords or phrases you type in the field, eBay will suggest more words culled from actual searches.

Title tags are often used on search engine results pages (SERPs) to display preview snippets for a given page, and are important for eCommerce SEO. The title element of a web page is meant to be an accurate and concise description of a product's.

This is not as thorough a method as using Terapeak but it does help. There are several other tools I use as well – Google Keyword Planner and when performing keyword research for larger sellers I use a few paid SEO tools.

Be sure to write your titles for buyers. Just shoving a whole bunch of keywords into a listing title in the hopes of showing up higher in the eBay search engine can result in a lower click-through rate. Buyers need to see a flow of words that make sense to them – very much like a complete sentence. When humans see a bunch of disjointed words, our brains literally stop. Then it has to start again to recognize the next word. Then stop, then start, again and again. They are less likely to click on your title if the title immediately above or below has a “smooth” set of words that is easily understood. That said, it’s helpful if you get proficient at finding the SEO keywords and using them effectively in your titles.

Product Description

When I perform an eBay Store Audit, this is almost always one of the biggest areas the merchant is deficient in. Please, please, please fill in your item descriptions! You don’t have to write the great American novel but by having a well-thought-out description you achieve the following:

The description is a character snippet, a tag in HTML, that summarizes a product's. Search engines show the description in search results mostly when the searched for phrase is contained in the description. Optimizing the description is a very important aspect of SEO.

Higher SEO scores – use keywords in the description and HTags Increased sell-through score by providing complete and valuable info for buyers Customer loyalty and trust – buyers know a seller who gives good info is one who has their best interest at heart.

Category Selection

I make a really big deal out of categories when I teach.

Why? Because eBay has graciously done a great deal of SEO work for us all! When we choose categories and sub-categories for our listings, the names of the categories are very well researched and uber targeted keyword phrases!

Be sure to use all relevant categories for your listings. Do not “category stuff”. Meaning, don’t put your items in categories where it don’t make sense for them to be. This lowers your customer engagement, click-through, sell-through, and quality listing scores. Bottom line? You disappear from the search results.

Offer Free Shipping

Free shipping is hassle free shipping for the buyer. eBay loves this. Cassini loves this. Buyers love this. I’ve never understood why shoppers perceive “free shipping” as a “deal”. It just makes no sense.

Surely they must know shipping costs have been blended into the price of the item. And yet, they flock to “free shipping deals”. So, just do it. Adjust your prices as you can and offer the dreaded “free shipping”.

Add High Quality Photos

Since the sell-through rate is part of the algorithm that determines where your listings show up in the eBay search engine rankings and photos are a BIG part of making a sale – it’s time to get good at eBay photography. Large, crisp, well-lit images instill buyer confidence and increase the odds of making a sale. High-resolution is the name of the game! And eBay gives sellers the opportunity to put in 12 images – for FREE! Take advantage of that gift!

Believe me, Cassini knows the quality of your images based on pixels, compression, etc. And, since Google has gotten creepy good at “reading” images, I presume eBay has similar abilities. Adding multiple, good quality photos to your listings is a show of good faith. It shows customers and Cassini alike that you are invested in making sure all details are disclosed. Plus, you’ll have far less returns and this helps keep your seller trust score high!

Offer Hassle-Free Returns

This is kind of like the “grin and bear it” idea from the Feedback & Seller Trust section. Nobody likes to accept returns but, in all fairness to buyers, not all sellers are honest. My theory has always been that if you are an eBay seller who knows what they are doing and if you are thorough and honest in your listings, then your return rate will be almost zero.

If this sounds like you, then I highly suggest taking returns and offering to take returns on a “no questions asked” basis. You might have to smile through gritted teeth every now and again, but those transactions should be few and far between. 

Customer Inquiry Response Time

Some initials statistic gathered by industry leader suggest that "Shop Managed To Respond Same Business Day Tend to Rank Higher".

Besides “same business day” responses to customer questions being great for increasing sales, I believe response time is part of the Cassini algorithm.

My opinion is that the search engine see’s it as part of customer engagement so do your best to respond on the same business day. If you simply can’t respond on the same day, make sure your turn around time for answers in definitely within 24 hours.

Choose a Responsive Templates

Responsive eBay templates size up and down according to the size of the browser and are, by default, mobile themes. Since over 50% of Internet shoppers use their phones to browse and buy, a well crafted mobile/responsive template can help build your brand, increase customer engagement, and give you a higher conversion rate.

It is all about list your product with appropriate information and how much value you can offer to the buyer as a seller. Previously, it was very easy to manipulate search engine by flooding listings, but this is no longer the case.

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