Manage | keyword analysis and seo
one size does not fit all
HOW MUCH TIME SHOULD YOU SPEND KEYWORDING YOUR LISTINGS?
You may as well ask how long is a piece of string? The answer depends on how many skus you have, what else you might do with the time, what valuable terms are currently missing and many other factors.
Every part of our optimisation process is aimed at boosting visibility and sales. When we build an eBay title, we include as many of the key terms as we can usefully fit. Categories and many attributes are indexed so we make sure we have those covered as well.
Like many things we do, we use a mixture of automation and people to produce the ultimate balance of quantity and quality based on each seller’s needs.
ART? Science? Or somewhere in between?
each marketplace is different so you need to adapt your approach.
Marketplace SEO starts with the listing.
There are many tools out there promising to mine the perfect search terms for your product. We work with many of them but, while they are helpful, they do require some human interaction to be of benefit.
For each listing, we create a list of target keywords and, as much as is relevant, ensure that they are included somewhere in the listing that the search engine will index.
Each marketplace is different so we tailor our approach to suit each one.
For example, on eBay, the Title is King so we focus on using as much of the available space as we can while considering that a number of Item Specifics are also searchable.
On Amazon there is an additional search field where you can add hidden searchable keywords (although it is amazing how many sellers use this badly or not at all).
BUILDING YOUR KEYWORDS
There are the obvious things that we will likely include as a matter of course: the brand, the product type for example. But, they have their own fields and should be in the titles already so, what about the additional search fields. What should you do with them?
There are a number of rules we follow and we’re not going to give away all of our secrets, but here are some key tips to give you a flavour:
Synonyms: Some people will search for Headphones, others, earphones. You want to capture both searches so include both terms. Just don’t put them both in the title unless you really have to (eBay, I’m looking at you).
Don’t Repeat Words: “Chopping Block” and “Chopping Board” are both valid terms but you don’t need to include the word Chopping twice. Search doesn’t work like that.
Singular & Plural: You don’t need both. Most search engines are smart enough to recognise them as the same thing.
free tools to help with your research
We use a variety of methods to research our keywords and, again, we’re not giving away all our secrets here but there are some obvious tools you can use:
Amazon: Enter a search in the Amazon search bar and they will start making some suggestions. These are based on their own search data so can be a good source for ideas.
Google’s Keyword Planner: If you are running a PPC campaign on Google, the Keyword Planner is built in and search results are likely to be similar to the marketplace’s own.
Sponsored Products: Amazon again provides some valuable data thorugh their PPC reporting. If you are running a campaign, you should be feeding this back in to the listing to drive continuous improvements.