Nicole Botello, I have been working in the field of web design since 2005.
Marketplaces are very popular with entrepreneurs today. The advantage of these sites is that a business can immediately start selling goods, and for this, you do not need to create your own website or develop social networks. Popular marketplaces are ready-made online stores where you can register and start trading right away.
But just adding photos of goods, their descriptions t, and then sitting and doing nothing will not work. There is a lot of competition on marketplaces, and in order for the buyer to notice your product and not go to another seller, ad texts need to be optimized for key queries - this way your product will be found faster when searching. How to do it correctly and how SEO-optimization of a marketplace differs from a regular site, experts from the Ingenious Guru agency will tell.
Search optimization of the product card is necessary for the marketplace search algorithms to see the seller’s offer and show it to potential buyers. SEO for the marketplace works on the same principle as in Google or Bing search engine optimization: the buyer enters a search query and the system offers him products. To get into the TOP of offers, the seller must use keywords in the description of product cards: in the title and characteristics. And you also need to add high-quality photos.
What does good marketplace SEO look like to the seller?
On the other hand, not only does the seller needs optimized product cards, but it is also beneficial for the marketplace. After all, if the seller is engaged in improvement and SEO optimization, then the marketplace as a whole becomes more convenient for customers. And as such, more sellers; all the better for the site.
When a business is engaged in SEO promotion of its website or online store, it is always a combination of internal and external factors:
As a result, we get a huge scope of work.
There is also a lot of work in SEO promotion on marketplaces, but the focus is always on one main tool: you need to constantly expand the semantic core. The larger it is, the higher the chance for the seller to get to the TOP of organic search results.
A large semantic core is available to sellers with a wide range of products. For example, you sell sports goods in Moscow and you have many different categories: goods for boxing, football, basketball, gymnastics, ballet, dance, martial arts, and so on. For each category, you can have hundreds of products and for all of them, you need to choose keywords and phrases. You select 5-10 keywords for each and add them to the descriptions on the landing pages. If everything is done correctly, the search engine will rank your store highly on the marketplace and display pages in the first positions in the search results.
Say your competitor also sells sporting goods on the same marketplace, but he focuses on only two areas: sports uniforms for football and soccer. You can make a large semantic core here, and, most likely, it will be more difficult for him to get into the TOP than you.
Here are our recommendations to the seller that will help you get to the TOP of the search and which you can do yourself:
We conducted an experiment and found out what else affects the positions of the TOP products in the search for marketplaces:
Various businesses apply to our agency for promotion on marketplaces. We work with sites like Wildberries, OZON, Lamoda, Aliexpress, and others. Our work consists of the following steps that you can take into service:
We do it together with the client. We answer the question “How many sales from the marketplace do you need to get?”.
It is important to understand what can be emphasized in the description in order to catch the attention of users.
If the client has already placed his products on the marketplace, we look at the available product cards: what are their characteristics, photos, and whether everything is correct from the point of view of SEO. We compare with the cards of competitors' products in ours, how they are better or worse?
We form the same semantic core, which was discussed above. According to the keywords that we collect, we will promote products. We also include the buyback volume and the number of reviews that need to be placed in the strategy.
We correct titles and descriptions, order all the texts on the product pages. We develop, if necessary, card designs and infographics for product presentations.
This is also a very important stage of search engine optimization for the marketplace. And it is based on creating positive reviews about the goods and the seller and posting them on the marketplace, review sites, and social networks. Reviews can be in the format of texts and videos. The more reviews, the higher the seller's rating.
We promote product cards on Bing and Google marketplaces using SEO methods. Additionally, on the pages of marketplaces, we provide contextual advertising in Google. Direct, targeted advertising in social networks, and so on. This allows you to increase sales and card conversion.