Online marketplaces are digital platforms that connect multiple sellers and buyers in a centralized digital space so that they can conduct transactions. Like normal SEO strategies utilized for traditional websites, SEO for marketplaces is also important. This involves optimizing product listings on e-commerce marketplaces such as Amazon and Etsy to increase visibility and increase conversions. In this blog, we explain the importance of SEO strategies for online marketplaces along with an effective marketplace SEO guide to kickstart your full-funnel marketing strategy.
As you dive in and learn more, some of you might confuse marketplace SEO with e-commerce SEO and traditional SEO. As both terms sound similar, considering that they offer the buying and selling of products online, there are differences.
SEO for marketplaces is all about optimizing an online digital platform where multiple vendors sell their products to customers. They include more products, which makes optimizing a time-consuming process. In contrast, e-commerce SEO focuses on optimizing a single online store and its product pages to rank higher in search engines.
This includes incorporating detailed product descriptions, images, and building domain authority, etc. Also, e-commerce stores have full control over stock, product listing quality, images, descriptions, etc. So, how does marketplace SEO fare with traditional SEO? The purpose of traditional SEO is to create and optimize content that matches the intent of the user search query, whereas SEO for marketplaces is about content optimization for commercial intent.
When it comes to the most popular online marketplaces, Etsy, Amazon, and eBay are some of them. As they all have their dedicated search engines to deliver accurate results to customers, let’s learn how they work and offer the best shopping experience.
Whenever users search for a product on Etsy, its search algorithm tries to understand how relevant the particular product is for the searched term. By focusing on these key areas explained in this etsy seo guide, you can make your products as relevant as possible and achieve higher rankings.
Even though SEO is essential for you, you’ll need more than that to achieve long-term success. This includes a good set of products and positive reviews. Despite that, incorporating an etsy seo guide helps get your products displayed to your customers first.
eBay has its dedicated search engine called Cassini, which, upon searching, lists multiple results of the same product offered by different sellers. This shows that there is a lot of competition happening on the platform, and getting your product ranked the highest in the search results increases the chances of generating more clicks.
When displaying your product listing, eBay’s search engine considers various factors rather than just keywords. This includes price, delivery time, response speed to inquiries, bidding prices, etc. Despite that, using relevant keywords with buyer intent is still important.
Just like eBay, the world’s most popular e-commerce platform, Amazon’s dedicated search engine, A9, has various unique features. Compared with Google, which offers solutions or answers to user questions, the Amazon marketplace SEO guide offers exactly what users want to purchase. The platform’s price tracking tools allow users to get the best deal on products. Also, Amazon doesn’t have duplicate listings, therefore, multiple vendors trying to sell the same product have to compete to get a top spot.
As shown in the image above, getting your product into the buy box depends on various factors such as the product title, ISBN/EAN numbers, high-quality product photos, product reviews, and seller feedback etc. Amazon prefers vendors who prefer to sell products through Fulfillment By Amazon (FBA). This means that you, as a vendor, are using Amazon’s fulfillment network to store, pack, and ship your products, and also handle customer service and returns.
If you have an online marketplace, implementing product page seo best practices will significantly boost your visibility to potential customers. However, before you do that, here are some effective marketplace seo tips which you can use to optimize your product listings, get higher rankings on search engines, and attract more customers to purchase them.
Content still rules the online market, making it one of the most important marketplace seo tips to implement. Creating good quality content and optimizing it for SEO increases your site’s ranking and online visibility. When it comes to product content, it can include descriptions, articles, blogs, and how-to guides, anything that addresses your customers’ pain points.
Creating content is essential to SEO for marketplaces. However, search engines must identify and understand what they are to better rank them. This is where schema markup helps. Also known as structured data, adding this code to your product HTML pages allows marketplace sites to show more information on the SERP.
This is pretty obvious considering the majority of your target audiences use smartphones to browse websites, buy and sell products, etc. No matter how good your marketplace site looks and how fast it loads on desktop, it has to achieve the same for mobile viewing.
Trust us, no customer will ever visit or even make a purchase from an insecure website. This is why you have to secure your site with the SSL protocol. This certification not only tells users that the site is secure, but it also creates an encrypted link between the web browser and the site’s server.
When users purchase a product from your site, it is always recommended to ask for their reviews. This is because customers first check the product reviews before making a decision. It offers trust and helps overcome the uncertainties of the products/services.
SEO is not only for traditional or e-commerce websites; marketplace sites also need it to achieve long-term success. Despite having its challenges, implementing SEO will help rank your products for user-specific keywords, increase organic traffic, and sales. The marketplace seo tips explained above, if followed correctly, should allow you to create the best e-commerce platform for seo. Or you can choose the scenic route, which is getting in touch with GTECH Information Technology, known for their renowned e-commerce seo services in Dubai. The choice is yours.
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