Marketplace SEO: Optimization for Better Visibility and Higher Sales

Marketplaces like Amazon, eBay, or specialized platforms have become essential for many businesses to sell products to a broad customer base. However, these platforms have their dynamics and a competitive environment that require targeted optimization of one's offerings. In this article, you will learn what marketplace SEO is, why it is essential, and how to make your products more visible and increase sales with the right strategies.

What is Marketplace SEO?

Marketplace SEO is the optimization of product listings on platforms like Amazon to increase visibility within the marketplace's internal search engines. This optimization differs from traditional search engine optimization (SEO) for search engines like Google, as marketplace algorithms often have different requirements and priorities. For example, they place greater emphasis on sales figures and customer reviews, as these factors serve as indicators of a product's popularity.

The Importance of Marketplace SEO

Search engine optimization on marketplaces allows businesses to place their products in the top search results, reaching more potential buyers. For many smaller vendors, this can be crucial as they can benefit from the large user base and reach of established marketplaces.

Like on Google, the likelihood of a sale decreases if a product does not appear among the top results. A well-thought-out SEO strategy can give you a competitive advantage and increase sales in the long term.

Relevance in numbers

• Products with keywords in the product title appear twice as often on page 1.
• 33% more traffic when a product is found organically on page 1.
• 13% more conversions when a product is found organically on page 1.
• Up to 40% increase in sales when a product is found organically on page 1.
• Up to 48% increase in sales when a product from page 1 moves into the top 10.

The Basics of Ranking Algorithms on Marketplaces

Although each marketplace uses its own algorithm, some general factors influence product rankings.

• high keyword relevance
• sales figures
• number of positive reviews
• product images
• accurate technical details

In addition to high keyword relevance, achieved through a suitable product description, sales figures and the number of positive reviews are also central factors. Marketplaces prefer products that sell well and reward them with better placement. Product images that show the product from different angles and accurate technical details also contribute to the discoverability and attractiveness of a listing.

A closer look at the algorithms—such as Amazon's A9 algorithm—reveals that conversion rates and the time customers spend on the product page also play a significant role. Amazon uses these metrics to identify which products are particularly appealing to customers. This algorithmic difference from Google is crucial for sellers, as Amazon prioritizes completed purchases and positions products that lead to sales more prominently.

Steps to Successful Marketplace SEO

An effective SEO strategy for marketplaces starts with thorough keyword research. Consider what terms potential customers might use for your product. Various tools can help analyze which terms are frequently searched. The selected keywords should then be integrated into the product title and description so that customers immediately understand what the product is about.

Our CONTENT COMMANDER software module optimises product content by suggesting platform-appropriate solutions to resolve issues and improve performance. You will always receive high-quality GenAI content based on market data, eliminating the need for time-consuming manual input or checking.

In addition to a concise title, a benefit-oriented product description is also essential. Make sure to highlight the product's advantages and address potential questions or concerns from buyers. A clear and concise description that preemptively answers customer doubts increases the likelihood of a purchase. A mix of short bullet points for a quick overview and more detailed explanations within the long product description can provide all relevant information.

Practical Examples and Common Mistakes in Marketplace SEO

Practical examples are helpful for illustrating marketplace requirements. Let's consider a product like a “high-performance blender." A well-optimized title could be “High-Performance Blender 1200W—For Smoothies and Shakes, Stainless Steel, BPA-Free." A faulty description, on the other hand, might omit technical details or add unnecessary information, which can reduce discoverability and ranking. Common mistakes also include inaccurate product titles, incorrectly assigned keywords, and neglecting customer reviews.

Differences Between Marketplaces

Not all marketplaces have the same requirements for product information and optimization strategies. Amazon is heavily focused on sales data and conversion rates, while eBay also highly emphasizes auction and buy-it-now options. For specialized niche platforms like Etsy in the DIY sector or Zalando for fashion products, it is advisable to tailor the content to the specific customer needs and algorithms, as these platforms often have their own approaches to ranking. Cross-channel adjustment optimizes overall results and ensures consistent content.

Reviews and Their Role in Marketplace SEO

Customer reviews are an important criterion for ranking and purchasing decisions. Positive reviews can strengthen trust in a product, while negative reviews often provide valuable insights for areas of improvement. It is advisable to actively collect reviews and respond to customer feedback to increase customer satisfaction continuously. This can help ease entry into higher rankings, especially for new products.

Avoiding Duplicate Content

Another aspect that is often overlooked is the avoidance of duplicate content. Use unique descriptions for each product listing on different platforms. This not only helps improve ranking but also ensures consistent brand perception. If you need assistance phrasing different texts, text generators like ChatGPT can help by easily rephrasing content.

Future Trends and Technical Developments in Marketplace SEO

Automated and AI-powered technologies will increasingly shape the future of marketplace SEO. Tools for automated text and image analysis allow sellers to optimize their products more precisely and respond more quickly to algorithmic changes. An invaluable feature in this area is ranking analysis. It allows sellers to check how their products are positioned compared to the competition based on specific keywords. This helps identify products whose organic placement can be improved through optimized content, a better pricing strategy, or targeted advertising efforts.

AI systems are becoming increasingly proficient at examining product image and text quality. Product images and descriptions across different channels are evaluated to ensure they meet the brand's and platform's requirements. A consistent and appealing presentation is critical to visibility and conversion rates. Complete and high-quality content also reduces return rates and increases customer satisfaction.

Review analysis has become critical for successful positioning. Reviews contain valuable insights into what aspects of a product are particularly important to customers—both positive and negative. By strategically evaluating this data, brands can adjust their content to meet customer needs better and eliminate existing weaknesses. It's also beneficial to keep an eye on the competition. If a competing product is regularly criticized for a particular feature, this could present an opportunity to highlight your own strengths.

Measuring Success and Continuous Optimization

Marketplace SEO is an ongoing process. Regular success measurement helps monitor progress and make adjustments. Key metrics such as the average ranking of products, click-through and conversion rates, and the share of your products in the top search results provide insight into the effectiveness of your optimization efforts. It is advisable to monitor these KPIs continuously and make adjustments as needed.

Webinar Tip: In-Depth Insights into Marketplace SEO

Carsten from XPLN and Lisa from SEOCATION held an extensive webinar on marketplace SEO. In this webinar, the two experts provide practical insights and valuable tips on optimizing product listings on various marketplaces. You can watch the webinar online if you're interested in the topic and want to dive deeper into the content.

KI-Systeme sind immer besser darin, die Bild- und Textqualität ihrer Produkte zu untersuchen. Dabei werden die Produktbilder und Beschreibungen auf den unterschiedlichen Kanälen evaluiert, um sicherzustellen, dass sie den Anforderungen der Marke und der jeweiligen Plattform entsprechen. Eine konsistente und ansprechende Präsentation spielt eine entscheidende Rolle für die Sichtbarkeit und Conversion-Rate. Vollständiger und hochwertiger Content reduziert zudem die Retourenquote und steigert die Kundenzufriedenheit.

Die Analyse von Rezensionen wird für eine erfolgreiche Positionierung immer wichtiger. Bewertungen enthalten wertvolle Insights darüber, welche Aspekte eines Produkts Kunden besonders wichtig sind – sowohl positiv als auch negativ. Durch eine gezielte Auswertung können Marken ihren Content strategisch anpassen, um auf Kundenbedürfnisse besser einzugehen und bestehende Schwachstellen auszumerzen. Auch der Blick auf den Wettbewerb lohnt sich: Wenn ein Konkurrenzprodukt regelmäßig für eine bestimmte Eigenschaft kritisiert wird, kann dies eine Chance sein, die eigenen Stärken gezielt hervorzuheben.

Erfolgsmessung und kontinuierliche Optimierung

Marktplatz-SEO ist ein kontinuierlicher Prozess. Eine regelmäßige Erfolgsmessung hilft dabei, den Fortschritt zu überwachen und Anpassungen vorzunehmen. Kennzahlen wie das durchschnittliche Ranking der Produkte, die Klick- und Konversionsraten sowie der Anteil Ihrer Produkte in den Top-Suchergebnissen geben Aufschluss über die Wirksamkeit Ihrer Optimierungsmaßnahmen. Es ist ratsam, diese KPIs fortlaufend zu beobachten und gegebenenfalls nachzujustieren.

Webinar-Tipp: Vertiefte Einblicke in Marktplatz-SEO

Carsten von XPLN und Lisa von SEOCATION haben ein umfassendes Webinar zum Thema Marktplatz-SEO abgehalten. In diesem Webinar geben die beiden Profis praxisnahe Einblicke und wertvolle Tipps zur Optimierung von Produktlistings auf verschiedenen Marktplätzen. Falls Sie sich für das Thema interessieren und die Inhalte vertiefen möchten, können Sie das Webinar online nachschauen.