If I mention the magic words: Amazon, eBay, Rakuten or AliExpress, surely you know how to identify the business quickly. All of them are Marketplaces, a term that you should control if your objective is to promote your products online, and boost your sales. And, to achieve this, you must know that the SEO in Marketplaces it is necessary.
They are Pthe platforms that have their own algorithms And, its organic positioning is independent of the one you do on your own website, if you have it. Therefore, in this post I am going to talk to you about everything you need to keep in mind for get a presence in these markets.
Why offer your products in a Marketplace?
According to data provided by TandemUp, in its 2020 Marketplace Study: a 66% of online users, when you intend to buy, search directly in a Marketplace; and these places are able to position 2 out of 3 searches on purchase. In fact, they have become the premier source of product information.
Data that, although many do not surprise us, are equally impressive, and reinforce the great value that these platforms can have for companies. Also, position in a Marketplace it will permit you get an idea of how your market is evolving, as well as finding new niches.
Is about a additional advertising portal for your products and your brand, and you can get synergies with products from other sellers. For example, if you sell mobile accessories, are you not interested in being in a market with other companies that sell telephony?
If I am in a Marketplace, can I have an e-commerce?
The answer is yes. In fact, It is recommended that you have both brackets. You should create an e-commerce, such as WooCommerce or Prestashop, for your brand with all your products, and apply different SEO positioning techniques in it strategically. So you start positioning with different keywords in search engines.
And, in parallel, you can register in the Marketplace that suits you best, depending on the characteristics of your products, and use this platform to expand your online presence and increase your transactions.
If you do this, you will be getting cover a wider audience, which are in different periods of the purchase process. What does this mean?
In general, those people who search through browsers use them to obtain information in a phase prior to the purchase process: they investigate the products they need to carry out a certain function, they find out about different brands, they seek opinions, comparisons, descriptions, etc.
In other words, based on informational searches, an opinion is created that, later on, can lead to a more specific search with a purchase intention. Instead, when the user searches for a product directly In a Marketplace, the main intention is to make the purchase.
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How to do SEO in Marketplaces
From what has been written so far, it seems that being part of one of these markets has great appeal, don’t you think? But you must take into account an important factor: you will be exposed to a great direct competition And users, just as they look at your products, will also be able to pay attention to those of other companies.
This is when visibility becomes important That, in the first instance, you will be able to achieve as your sales increase, you get opinions and the evaluations of your products are promoted. Well, Marketplaces are more focused on user-related issues.
If the quality of your products makes these factors positive, it will improve their classification and, therefore, their location. But are factors that are beyond your control. Instead, there are other aspects that you do have the ability to control and that can boost your sales. That’s right, you guessed it, I mean SEO for Marketplaces!
Let’s start with the tips! Here are the main SEO factors that you should take into account, so that your products gain presence in the eyes of your potential clients:
Learn about the algorithm
As I have already mentioned, these platforms have their own algorithms, and informing you about them will provide you with the basic knowledge to know what aspects you should focus on, to start improving your visibility.
For example, the Amazon algorithm, known as A9, among many other factors, takes into account that: the category is included in the product sheet, as well as the keywords used, value long titles, optimized descriptions, that quality images are included, etc. And all this is in your hand to optimize it!
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Know the type of buyer well
A key factor in SEO for Marketplaces is that you know, properly, qualities and demographic traits of buyers, such that adapt the product sheet to them to get their attention.
In addition, possibly you do not want to upload all your products to this platform and, knowing the characteristics of your potential customers, will provide you with data with which get an idea of which products may be more likely to sell.
Apply SEO on the product page
As I was telling you, with the example of Amazon above, many on page SEO techniques are highly valued by the algorithms of these platforms. Therefore you must:
- ✅ Select and apply keywords adequate. It’s about the algorithm liking you, so do a keyword search related to your products, and include them throughout the text, so that the algorithm recognizes them, and can start positioning.
- ✅ Optimize title. It doesn’t matter if it’s long, as long as it’s detailed and above all, you must include the keywords that you are interested in highlighting.
- ✅ Add a description as complete possible. It’s about a key element to enhance visibility. Therefore, you must expand to the fullest and, of course, include all the keywords you can, as long as it is natural.
- ✅ Detailed pictures and quality. The better they are the images, the more they transmit, and the better they show the product and its benefits, more likely to close a sale.
Categorize the product
Depending on the category you choose, the effort to position your product will be different. There are categories highly demanded, with a lot of competition, where will be much more difficult to get a good position From the beginning.
Given this, an alternative option is select another category that your product can be related to, which may have less competition, and where it is easier to gain positions, to evolve little by little. And later on, you can try changing the category and see what happens.
Use the Marketplace logistics service
Many Marketplaces have their own logistics service. For companies, integrating into these logistics services can be a strategic factor to consider. Since, not only they will be getting rid of much of the product management with buyers, but also will contribute to the positioning.
The more integrated you show yourself in front of the public with the Marketplace, more confidence you will convey to users and, therefore, more likely that they choose your product.
Whenever you can, try to apply discounts on your products and, possibly, you will notice how your CTR increases, since potential buyers tend to click more on discounted products.
SEO audit in Marketplaces
If you are unable to improve the presence of your products in a Marketplace, the most prudent thing is to delegate this task to professionals. If this is your case, from NeoAttack we can help you.
We have worked with large companies in Marketplaces, and we know how to make your brand achieve your goals. We will accompany you throughout the optimization process, and We will be able to give your products the visibility they need, to compete on the first page.