06 Jan Airo AV Announces: eBay SEO for Beginners: The Complete Guide to Optimizing Yo…
Before your product listings can sell on eBay, people need to be able to find them. That’s where eBay SEO can help.
SEO, which stands for search engine optimization, is the practice of making your listings more appealing to the algorithms that determine which pages show up in search results. Google is the most famous search engine, but eBay also has its own search engine named Cassini.
Search engines like Google and Cassini exist to help match people with the things they are searching for. They want to show the listings that will most likely satisfy the user. In Cassini’s case, the search engine looks at factors like relevance, value, trust, and convenience when deciding which listings to rank higher on eBay. If your eBay listings are optimized with rich information, they can show up higher on Google as well.
In essence, eBay SEO means optimizing your listings and your seller presence to create a better experience for buyers. And the good news is you don’t need any special software or technical expertise to do it. We’ll show you exactly how to optimize your eBay listings, complete with a checklist of action items and an example you can follow.
1. Optimize your eBay listings
Your eBay listings can be optimized for SEO by paying attention to two major dimensions: keywords and conversions. Keywords will require some research first, and conversions will bring the added benefit of helping with sales. Let’s dig in.
Optimize your listings for keywords
What are keywords? They’re simply the words that searchers use to find what they want. You want to use the most relevant keywords in your text to signal to the eBay search algorithm what your listing is about.
Searchers on eBay have a number of ways they can search using keywords. They can type freeform keywords in the search bar and hit search, and Cassini will scour all of eBay to find the products they want. They can also specify the categories they want to search.
The search bar gives an option to conduct an advanced search, which lets buyers specify even more parameters.
Many buyers use eBay’s extensive filters to specify keywords like size, color, and condition to drill down and find just what they want. In this example, a search for “womens green sweater” returns over 125,000 results. Narrowing the search with specifics like size, sleeve length, pattern, style, material, and delivery options helps them get closer to the exact item they want to buy.
For your listings to show up in searches, they must use the keywords that searchers are looking for. This is why you’ll want to fill out every field you can — the more complete your listings, the better.
eBay gives you plenty of opportunities to add information to your listings. You can optimize this info by using keywords.
We’ll show you how to do this as we create a listing on eBay for an item of clothing.
First, to come up with basic keywords, think about what you’re selling. In our case, we’ll be selling a women’s green sweater.
Now that we have a basic keyword phrase to work with, we want to make it more specific. That way, when it shows up in an eBay search, it will be more likely to match what the searcher is looking for. Next, we’ll think of unique identifiers. Our sweater is emerald green with three-quarter sleeves from the brand J.Crew in size medium and made of merino wool.
To find more specific keyword ideas, we can use keyword tools that SEO pros use to optimize for Google searches, like Google Keyword Planner (free) and Ahrefs (paid). Or you can tap into eBay-specific tools, like Keyword Tool. This tool gives you some ideas for keywords but does not list search volumes in the free version. eBay’s own tool, Terapeak, is a powerful tool for keyword research and much more, but it’s only free if you subscribe to an eBay Store. (If you’re not a subscriber, you can still access Terapeak for under $20/month.)
There’s a basic hack to come up with keyword ideas you can use when you’re just starting with eBay SEO. eBay keyword research tools typically rely on the same data that eBay uses to power the autocomplete feature you see in its search bar. Anyone can take advantage of this data completely free by searching on the keywords you brainstormed and then seeing what eBay suggests.
In our example, you can see that popular keywords relating to “womens green sweaters” are size XL, small, olive, christmas, and large.
You can also try searching on Google in the same way to see what related terms are popular in general internet searches. This may give you more ideas if the ones showing on eBay don’t really fit. As a bonus, you can add a free Chrome plugin like Ubersuggest to see search volume to help you choose the most popular keywords.
In our example, we tried a couple of different color descriptors: emerald green and kelly green. Ubersuggest showed that more people search on emerald green sweaters (1,900 searches per month) versus kelly green (1,600 searches). We want to pick the color that best describes the item, too, and in this case, emerald green works. We also saw that another listing specified “jewel tone green,” which could be an attractive way to describe the color but doesn’t show any search volume. We’ll hang onto this term for our description.
Before you begin adding keywords to optimize your listing, search on Google and eBay for those same keywords to see the listings you’ll be competing with. This way, you can get some ideas to improve your listing.
Here we can see the exact same style of sweater (Tippi) but in a different size. This is useful as it gives us a sense of keywords, as well as image quality, pricing, and delivery methods, which you’ll see are also important.
For our example, we’ll use the following keywords based on our research:
- Emerald green
- J Crew
- Size M
- 3/4 sleeve
You’ll want to use keywords naturally in your listing.
You can add keywords the same way you would normally add text to your listing. The following places are…