While optimizing eBay product listing for our clients, we have observed that so many product listings have been optimized with the basic principle of GOOGLE SEO and don’t perform well on marketplaces like eBay and Amazon.
This happens because of most of the businesses provides marketplace management to the same firm which provides them SEO services for Google. So, the same title optimized for Google also gets utilized when listing products on eBay or other marketplaces.
Due to this, they may not get desire result from eBay and blame their potential. But truth is, optimizing product listing on eBay and optimizing for Google is two distinct things.
Here’s the detailed explanation why.
Search Result Display Behavior
When you search very generic keywords on Google like “Apple Ipad” or “Play Stations”, Google will display product category page which contains a variety of choice related to your search terms. Google will display product pages only when you would search very long tail keyword that points to a specific product, which provides a precise signal for the product like “Black iPhone 4g 64 GB.
When you search the same search term on eBay, eBay will display actual product listing of the product you searched.
As eBay’s success depends on providing you the best offer from different sellers, it is necessary to show you the actual product that matches closely with your search term and you can compare price, shipping and return etc from result page itself, instead of navigation further.
Search Relevancy and Users Prospective
Both Google and eBay try to provide the best possible result that is related to user’s entered search term, but the method of calculating relevancy is totally different.
When it comes to Google, it calculates the relevancy on a variety of factors like page title, content of the page, searcher’s device, total backlinks and bunch of SEO factors that define relevancy with users search term.
When it comes to eBay, it calculates the relevancy of product listing with users searches term on different bases. It considers the freshness of listing, seller’s feedback, distance between buyer’s and seller’s location, seller’s feedback, buyers shopping history, listing click-through rate, listing sale through rate(ratio of no. of times listing is viewed compare to sales it generates) other factors that mostly based on seller’s listing and content have less important.
As most of the people logged-in when they try to purchase something on eBay, it is easier for eBay to track all these factors and the result is based on real statistics.
As you may have heard, when it comes to SEO, content is the most important factor and content doesn’t mean the content of a single page or product category page, it’s the content of entire website and content that you update on a regular base.
When it comes to eBay, content plays an important role but not as important as optimizing for Google. We have observed many listing which performs really well and don’t have any content.
So, it is must to have great content when it comes to Google SEO where for eBay, it would be ok if initially, you don’t have enough money to invest in great content.
Page Authority & Backlinks
Of course, you need to hire professional SEO firm to increase your page authority and backlinks and these are the key factor that Google considers when displaying the search result.
In other words, you have to wait for long-enough to see the result of your efforts driven by SEO.
When it comes to eBay, even new sellers can also have chances to appear top in the search result and generate revenue without building links. We will explain later how.
This is the reason the marketplaces like eBay and Amazon should be the first choice of ecommerce business which requires less investment and profit can be noticed in short time.
Location of the Business
Based on the location of searchers and your website settings in webmaster tools and plenty of other local citation other social signals, Google considers the relevancy in broad-way.
When a user is searching from his device with GPS enabled, this is the only strong signal Google considers when taking location preference closely.
When it comes to eBay, as all users are logged-in to their account with previous purchase history and precise seller information, it calculates the location relevancy more closely.
And if a seller is nearby buyer’s location, chances are bit higher compared to other sellers with far distance.
Title of the Website Vs Title of eBay Product Listing
In both cases, page title plays important role in driving more leads or conversions but the pattern of optimizing the title is totally different.
As we have explained before, as Google gives more priority to category pages for the popular search term, people try to target a specific group of keywords with very close or least variation in keywords.
Well in case of eBay, as we have said, it gives the priority to actual product pages than store category pages of the seller.
Along with keyword relevancy, eBay also calculates the click-through rate and sale through rate of the product listing. Sale through rate refers to the ratio of no, of times your items are viewed compared to sales it generates where click-through rate refers to the ratio of no. of times your listing are displayed when someone searches to no. of times a user clicks.
As eBay users are logged-in to their account, it becomes easier for eBay to track such advance information, which isn’t possible with Google.
So, when you optimize title for Google, you only focus on few keywords which are closely related to each other and point to the specific product range, While optimizing title for eBay requires you to consider click-through rate and sale through rate, which has equal significance.
Along with title above two important factors, you also need to apply keywords more smartly that don’t indicate spamming and seem natural to users and eBay.
Some Factors Relevant to eBay only
Buyer Shopping History
from buyer’s past shopping history in account, it can learn and know the kind of listing results in sales and which do not, which is a huge advantage of portals like eBay and Amazon.
With Google, it is somehow possible with conversion tracking if you running pay per click campaigns but with organic clicks, Google can’t use or track your data to reflect the search result based on users query.
eBay Is very strict about their seller policy and any seller who seems to violate that policy immediately result in a ban on account or restriction on selling limit.
So, all the sellers try to earn the best possible feedback from their buyers supplying quality products and great customer support.
It is also the reason why marketplaces like eBay and Amazon have a large pull of loyal customers which continuously helping to grow these marketplaces.
Factors in Favor of Buyers
As every seller on eBay would try to accomplish their share of profit, it is mandatory for sellers to implement certain factors that are in favor of buyers which other sellers don’t offer.
Factors like free shipping, money back guarantee, free return, 15 or 30 days unconditional return and zero restocking fees play an important role. If a buyer would stick between the variety of sellers selling the same product at the same price, these are the factors that they would try to look and compare when making a final purchase decision.
So, these are the things which make difference between Google SEO and eBay SEO. eBay aim for short-term profit to their sellers and try to help even small sellers if set-up correctly without violating eBay’s policy where it comes to Google, small businesses have to wait long enough to see good revenue from their organic search appearance.
Bottom line, you should optimize your website as well as eBay listing but don’t apply the same principle or methods for both. Instead, think about above-mentioned factors and try to implement a listing that is actually useful for buyers to generate quick profit from marketplaces.