How can I do eCommerce SEO for a marketplace?

How can I do eCommerce SEO

Every seller wants its products to rank high in searches on popular marketplaces such as Amazon and eBay, but not all of them succeed. SEO for the marketplace is much more than optimizing content and integrating keywords as you might do when optimizing for a Google search. Consider all factors that marketplaces use to rank products. Things like product price, conversion rate, and product reviews all of which are known to improve the chances of your products ranks at the top of a marketplace. Since every marketplace has their own on-site search engine and a unique search algorithm.

Here’s a list of eCommerce Strategy specifically designed to drive improved ranking and success on marketplaces:

Make sure your product data is complete and includes every aspect of the product 

It’s your product information that is going to hold the key when it comes to improving the visibility of your products on a marketplace. Every aspect of your product (title, price, features, descriptions, and images) need to be as precise and specific as possible in order to match the most likely search terms buyers use while searching for a product.    

Make sure your product data focuses on these aspects:

  • It includes all features and benefits of the products
  • It has a clear and preferably high-quality image of the product with different angles.
  • It includes all variants of size, color, material etc.
  • It lists ratings and reviews, its quality, its USP, the kind of material used, differentiating aspects etc.

Use a powerful product title for creating first impression upon buyers 

Your product title will be the first thing a potential buyer gets to know about what you’re trying to sell them. So, naturally, the title should not only be strong but also relevant so that search engines can rank them easily.

You should keep in mind a few things for your product title, including:

  • The title should be friendly to search
  • The title must have the primary keyword
  • The title can also have key features and product purpose
  • The title should have all the key highlights or aspects or features to get the buyer interested first up itself
  • The title should help the buyer understand everything about the product easily
  • The title should be written to the marketplace’s requirements which can differ dramatically from one site to the next.

Focus only on the right and relevant keywords

Using the right and relevant keywords is vital in your effort to make your product feature prominently on marketplaces. If you don’t get the keywords right, chances are buyers won’t be able to find your product at all. So, if you want to attract more traffic and boost conversions with ecommerce SEO, make sure you get the keywords right.

Here are a few important points to consider when using keywords for products:

  • Find relevant keywords by using any tool like Google planner
  • Understand the possible related keywords, search volumes and conversion chances
  • Use the marketplaces type-ahead feature which will suggest what it believes are the high demand and most relevant search phrases
  • Include long-tail keywords in product content for voice search

Get your pricing strategy in tune with ranking rules

There is some connection between the pricing of a product and its role in ranking. When pricing is smart and competitive it helps drive the sales. On the contrary, getting the pricing wrong can adversely affect the performance of any product on the marketplace. Although pricing is purely a marketing decision taken at the management level, you can still tweak it to some degree to match it with the ecommerce SEO trends. And so, products that have prices neither too low nor too high or whose pricing is competitive often outperform their competitors. After all, pricing affects sales and we know how sales can affect the visibility of any product.

Trust backlinks for listings for better SEO results

Backlinks often don’t get the respect they deserve when we talk about factors affecting visibility of products. They should because sites that have more inbound links often perform better in search engines. Plus, they are not an expensive way to do SEO and anyone can benefit from them easily particularly for marketplace SEO.

Here are a few things you can do about backlinks:

  • Use your social media accounts for backlinks
  • Share posts on social media regularly with link back to your product listings
  • Publish content regularly and share it with third party for quality links


Clearly, it takes some effort to crack the ecommerce SEO code for the marketplace and if you’re able to do that there is no way your products can’t sell like hot cake. With just little effort and time, you can easily make your products rank higher in top marketplaces.

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