Marketplace SEO: How to Improve Your SERP Rankings with Data

Flipnode on May 29 2023

The importance of adhering to the guidelines, rules, and tips set by different marketplaces cannot be overstated. The success of your selling strategy largely relies on how well you comply with the specific regulations of a marketplace. While there may be innovative approaches to gain a competitive edge, it is crucial to meet the requirements initially.

To support this notion, one can look no further than the "Buy Box" featured on various marketplaces, which is accessible only to the highest-ranked sellers. Approximately 82% of buyers utilize this box to make their purchases. In the realm of e-commerce, the first three products generate 64% of sales. Ranking among the top sellers is essential but challenging to attain.

Several factors impact your marketplace search engine results page (SERP) rankings, and this article aims to explain, illustrate, and provide tips on improving your position.

Main drivers of e-commerce search algorithms

As mentioned, different e-commerce sites may prioritize their search algorithms with slight variations, but the core principles remain the same. In this section, we will consider six crucial aspects that determine the ranking of your data: keywords, title, pricing, item availability, rich product information with high-quality images, and backlinks.

Keywords

Keywords form the foundation of any search engine optimization (SEO) strategy. They are essential for ensuring that customers can find your products based on relevant search terms. For instance, if you are selling bicycles, it is crucial to understand the keywords that buyers use when searching for such products. Analyzing search suggestions and utilizing tools like the Google Keyword Planner can help identify the most relevant and popular keywords. Consider the demand and relevance of the keywords, as well as the likelihood of them being used. Additionally, depending on your niche market, long-tail keywords may be more suitable for attracting specific audiences.

Product title

Product titles should be approached with similar considerations as keywords. The title should be relevant and accurate, with the primary keyword prominently featured. It is also important to include relevant prefixes such as quantity, brand, key feature, and product purpose. However, check if there are any additional requirements specific to the marketplace. Each product title should be unique and tailored to its specific details, and competitor research can help determine the necessary information to include.

Product pricing

Price plays a significant role in SERP rankings. However, getting pricing right is more complex than it may initially appear. Marketplaces favor dynamic pricing strategies that involve incremental price changes rather than drastic increases or undercuts. Listing a product at a significantly lower price will not automatically boost its ranking. Constant monitoring and adjustment of pricing based on competitor pricing trends are essential to maintain visibility and prevent losing ranking due to negligence.

Item availability

Item availability is straightforward but crucial. Higher rankings are given to sellers who can meet the demand for their products. Ensuring an ample quantity is available increases the chances of achieving high SERP rankings. A seller with 30 bicycles of the same type is likely to have more visibility than a seller with only 2.

Rich product information and high-quality images

Providing rich product information and high-quality images is an effective way to differentiate yourself from other sellers. Clear and relevant data presented in bullet points, along with multiple images showcasing the product from various angles, help customers understand the product easily and enhance your visibility. Each section of the product description should provide concrete and informative data, avoiding vagueness. If existing images of your product are of poor quality, it is important to capture high-quality pictures to meet customer expectations.

Backlinks

Backlinks play a significant role in SEO, and the more quality inbound links you have, the higher your chances of ranking well. Establishing accounts on various social media platforms and creating a blog where you can inform potential customers about your products and provide valuable backlinks can boost your visibility and credibility. Engaging in effective backlink-building strategies can contribute to higher SERP rankings.

SEO product optimization tips for marketplaces

In the previous section, we discussed the primary driving forces behind algorithms. Now, we have the opportunity to draw various tips from these forces, starting with optimizing product titles and descriptions:

Optimizing titles and descriptions

Providing accurate and concise information to potential buyers is crucial. Here are some tips to consider:

1. Ensure the title matches the physical packaging of the product.
2. Keep the title length appropriate, avoiding irrelevant information that may lose customer attention.
3. Avoid using subjective descriptions like "top seller."
4. Use abbreviations for measurements, such as kg or cm.
5. Include brand names in the product descriptions.
6. If the product has sizes, mention them.
7. Clearly outline the material, especially for clothing items.
8. Highlight critical details like quantity and color availability.

Optimize product key features and images

Present the key features of your product in a bullet point list format, incorporating relevant keywords. The priority is to inform potential customers and aid their buying decision. Consider the following tips:

1. Avoid overwhelming customers with an excessive number of bullet points. A handful of clear and concise points is optimal.
2. List the key features that customers should know before making a purchase, such as dimensions and contents.
3. Reinforce important information from the title.
4. Avoid using promotional language or information in bullet points.
5. Create multiple eye-catching, high-quality images that showcase all the necessary aspects of your product.
6. Ensure the photos are well-lit.
7. Make the product easily recognizable in the images.
8. Use simple backgrounds that are not distracting.

Once again, it is crucial to follow the specific guidelines set by the marketplace to ensure optimal rankings. Pay special attention to the picture requirements, as there are likely specific size requirements to meet.

E-commerce data for improving Marketplace SEO strategy

This guide provides a wealth of tips, tricks, and information to help you meet the minimum requirements for higher SEO rankings. However, in a fiercely competitive online marketplace, simply meeting the standards is rarely enough. This is where data collection becomes crucial, allowing you to surpass expectations, drive business growth, and outperform your competition.

Take pricing, for instance. Without a dedicated tool, it's nearly impossible to maintain a perfect pricing strategy as your competitors continuously adjust their prices. However, with a reliable data collection tool that offers real-time, product-specific price monitoring, you can make intricate changes to outpace or undercut your competition without compromising your rankings.

Data collection also covers product availability. By receiving live information feeds, you can capitalize on split-second opportunities. When a product is nearing or out of stock, listing your items not only increases immediate sales potential but also boosts your rankings.

Additionally, these tools can help you fine-tune your descriptions, titles, and keywords. Analyzing and aggregating data from trending competitors enables you to discover the ideal combination of copy for maximizing SEO rankings and capturing natural search queries.

Reviews and seller ratings reveal who the top players in your category are and provide insights into their successes and failures. Imagine receiving a substantial number of positive ratings highlighting a specific feature of a bike. Incorporating that feature into your offerings would likely be beneficial. Similarly, if a significant portion of ratings expresses universal dissatisfaction with a particular material used in a bike frame, it offers valuable guidance on what to avoid.

Incorporating data collection into your strategies empowers you to gain a competitive edge, make informed decisions, and stay ahead in the dynamic landscape of online marketplaces.

Wrapping up

Achieving top rankings for your product listings in search results is no simple feat. It entails a multifaceted, highly competitive, and ongoing endeavor that demands a grasp of SEO fundamentals. It also requires adapting these principles to the context of online marketplaces and finding ways to differentiate yourself. However, the rewards make the effort worthwhile, considering that the majority of sales originate from the first search results.