Boost Traffic with SEO

Boost Traffic with SEO

What is SEO

1

SEO stands for “Search Engine Optimization” – and it can increase buyer traffic to your listings on the eBay site

2

SEO optimizing how your listings appear in search engines like Google, Bing, Yahoo, and even eBay’s search

3

Creating a listing that is informative is a good practice, however it is also important that the listings appear high enough in a buyer’s search results that the buyer knows that the listing exists

What is SEO

1

SEO stands for “Search Engine Optimization” – and it can increase buyer traffic to your listings on the eBay site

2

SEO optimizing how your listings appear in search engines like Google, Bing, Yahoo, and even eBay’s search

3

Creating a listing that is informative is a good practice, however it is also important that the listings appear high enough in a buyer’s search results that the buyer knows that the listing exists

So how are you going to do this? How does eBay’ Search Algorithm work?

eBay search engine

The eBay search engine works on the principle of Best Match. This means that in the search results, the buyer sees the results that best match the keywords he or she uses in a request.

For example: If the buyer is looking for a red mobile phone case, only mobile phone cases that are defined as red under Item Specifics will appear in their search results.

Our Best Match algorithm considers a number of different factors.

These include

So how are you going to do this? How does eBay’ Search Algorithm work?

eBay search engine: The eBay search engine works on the principle of Best Match. This means that in the search results, the buyer sees the results that best match the keywords he or she uses in a request.

For example: If the buyer is looking for a red mobile phone case, only mobile phone cases that are defined as red under Item Specifics will appear in their search results.

Our Best Match algorithm considers a number of different factors. These include:

Best Match Algorithm

How popular the item is

The price of the item

The quality of your listing

How complete the listing is

The listing terms of service

Your track record as a seller

How closely the listing matches the buyer’s search terms

How popular the item is

The price of the item

The quality of your listing 

How complete the listing is

The listing terms of service

Your track record as a seller

How closely the listing matches the buyer's search terms

Note : You can see how effective your listing is by looking at the page views information.

We recommend: For detailed information on your listings performance, go to the Performance section in Seller Hub.

Note : You can see how effective your listing is by looking at the page views information.

We recommend: For detailed information on your listings performance, go to the Performance section in Seller Hub.

Tips for search engine optimization

Use keywords that buyers would use to look up for the item

When deciding on the title, keep yourself in the buyer’s shoes and think – 

“what are the keywords that I would choose to search for this product?”

Are you going to use keywords like “Beautiful, Superb, Excellent” to search? Or is it going to be product specific, i.e. focus on its features and benefits?

Use keywords that buyers would use to look up for the item

When deciding on the title, keep yourself in the buyer’s shoes and think – 

“what are the keywords that I would choose to search for this product?”

Are you going to use keywords like “Beautiful, Superb, Excellent” to search? Or is it going to be product specific, i.e. focus on its features and benefits?

Make sure the title is 60-80 characters long

Avoid spelling errors & unwanted special characters

Do not use adjectives – titles do not have to be grammatically correct

Ensure the title captures the product details, features and benefits

Do not write the title all in CAPITAL LETTERS

Make sure the title is 60-80 characters long

Avoid spelling errors & unwanted special characters

Do not use adjectives – titles do not have to be grammatically correct

Ensure the title captures the product details, features and benefits

Do not write the title all in CAPITAL LETTERS

Remember that the search takes into consideration the first 5- 6 words mentioned by you. So be very thoughtful on the word placement. Also make sure that the title matches the information in the item specifics and description.

Remember that the search takes into consideration the first 5- 6 words mentioned by you. So be very thoughtful on the word placement. Also make sure that the title matches the information in the item specifics and description.

Avoid keyword spamming

Use keywords as naturally as possible, i.e. don’t over use key words!

Note that keyword spamming is both irritating to shoppers and a violation of eBay policy.

Avoid keyword spamming

Use keywords as naturally as possible, i.e. don’t over use key words!

Note that keyword spamming is both irritating to shoppers and a violation of eBay policy.

Choose the right category for your listings

The first steps that a buyer takes to search for an item is to enter the keyword and the second is to look for the appropriate category.  So, if you are listing items under the wrong category you have clearly reduced your chances of a getting potential buyers. Buyers are smart and they know under which category a particular product should be listed.

Listing in two and more categories increases the chances that your item will get in front of an interested buyer. You’ll pay an insertion fee for inclusion in a second category — this fee still applies even when using a free listing. Though, if you have an eBay Store, you can use both a “main Store category” and a “secondary Store category” for free.

Make sure the category chosen by you matches with the product that you are listing. Also choosing a wrong category may result in mis-categorization which is a policy violation.

Choose the right category for your listings

The first steps that a buyer takes to search for an item is to enter the keyword and the second is to look for the appropriate category.  So, if you are listing items under the wrong category you have clearly reduced your chances of a getting potential buyers. Buyers are smart and they know under which category a particular product should be listed.

Listing in two and more categories increases the chances that your item will get in front of an interested buyer. You’ll pay an insertion fee for inclusion in a second category — this fee still applies even when using a free listing. Though, if you have an eBay Store, you can use both a “main Store category” and a “secondary Store category” for free.

Make sure the category chosen by you matches with the product that you are listing. Also choosing a wrong category may result in mis-categorization which is a policy violation.

Adding the right Product Identifiers

One of the most important things you can do to make sure your listings are found by search engines to include unique identifiers like Universal Product Codes (UPCs), European Article Numbers (EANs), International Standard Book Numbers (ISBNs), and Manufacturer’s Part Number in your listings.

Unique identifiers because that information is used by eBay and search engines to connect buyers to the products they’re looking for and to give them the information they need to make their purchase.

Adding the right Product Identifiers

One of the most important things you can do to make sure your listings are found by search engines to include unique identifiers like Universal Product Codes (UPCs), European Article Numbers (EANs), International Standard Book Numbers (ISBNs), and Manufacturer’s Part Number in your listings.

Unique identifiers because that information is used by eBay and search engines to connect buyers to the products they’re looking for and to give them the information they need to make their purchase.

Add detailed Item Specifics

Assume you are looking for an item on the eBay site and have now got a big list of results. What are you going to do next? Of course – Refine your search – so that the results get minimized based on your requirements. 

Item specifics are descriptive keywords that tell a buyer about your item. They may include brand, size, length, width, height, type, color or style and many more. 

You can add Item Specifics using the listing form. Please note that Item Specifics vary in the listing form depending on what you’re selling. Thus, Item Specifics in the Fashion category differ from Item Specifics in the Books category.

We recommend: Pay attention to the hints to Item Specifics in the Create Your Listing form. They show the number of search queries that buyers make when they look for an item.

Missing on the item specifics again means that your listing is going to miss the chance of appearing in the refined search results of the buyer. 

Add detailed Item Specifics

Assume you are looking for an item on the eBay site and have now got a big list of results. What are you going to do next? Of course – Refine your search – so that the results get minimized based on your requirements. 

Item specifics are descriptive keywords that tell a buyer about your item. They may include brand, size, length, width, height, type, color or style and many more. 

You can add Item Specifics using the listing form. Please note that Item Specifics vary in the listing form depending on what you’re selling. Thus, Item Specifics in the Fashion category differ from Item Specifics in the Books category.

We recommend: Pay attention to the hints to Item Specifics in the Create Your Listing form. They show the number of search queries that buyers make when they look for an item.

Missing on the item specifics again means that your listing is going to miss the chance of appearing in the refined search results of the buyer. 

Provide multiple photos of the item

eBay gives you the option of adding up to 12 images per listing absolutely free. And if you are listing multiple variations – each variation can have its own 12 images. 

Clean, clear and detailed images talk more about the product and also the seriousness of you as the seller to the buyer regarding customer experience. 

Make sure each listing has maximum photos

Capture every angle, take close-up shots for every detail 

Do not add props around the product 

Have a plain and clutter free background

Add photographs of the actual item – which is in your possession

Provide multiple photos of the item

eBay gives you the option of adding up to 12 images per listing absolutely free. And if you are listing multiple variations – each variation can have its own 12 images. 

Clean, clear and detailed images talk more about the product and also the seriousness of you as the seller to the buyer regarding customer experience. 

Make sure each listing has maximum photos

Capture every angle, take close-up shots for every detail 

Do not add props around the product 

Have a plain and clutter free background

Add photographs of the actual item – which is in your possession

Write a detailed and impactful description

In about 200 words, describe your item the best you can, in as much detail as possible. Your most important keywords should make up 5% to 7% of the description. 

For example, in a 200-word description, you’ll want to use those keywords 10 to 14 times. Search engines only read a certain amount of text per page, so including more and irrelevant description isn’t worth your time.

Also make sure that your description has information about various instructions that a buyer would find useful – such as measurements, make and manufacture details, instructions to assemble  the product, precautions to be taken during washing etc. Buyers often  look for this information in the description.

Write a detailed and impactful description

In about 200 words, describe your item the best you can, in as much detail as possible. Your most important keywords should make up 5% to 7% of the description. 

For example, in a 200-word description, you’ll want to use those keywords 10 to 14 times. Search engines only read a certain amount of text per page, so including more and irrelevant description isn’t worth your time.

Also make sure that your description has information about various instructions that a buyer would find useful – such as measurements, make and manufacture details, instructions to assemble  the product, precautions to be taken during washing etc. Buyers often  look for this information in the description.

Create clear Payment, Returns & Shipping Policies

Make sure that the terms of sale for your items are transparent. Your buyer should have a clear understanding of the Payment Policy, Shipping Options and Return Policy. Be sure to specify a Handling Time.

Create clear Payment, Returns & Shipping Policies

Make sure that the terms of sale for your items are transparent. Your buyer should have a clear understanding of the Payment Policy, Shipping Options and Return Policy. Be sure to specify a Handling Time.

Payment Policy

eBay is now managing payments;  Buyers have more payment options (credit, debit and gift cards; Apple Pay, Google Pay, PayPal and PayPal Credit). No separate PayPal account required – for buyers or sellers.  This means that you do not have to worry about which payment methods should you be offering. Irrespective of how the buyer pays, payments are made to your Payoneer account; Payoneer then makes the payouts to your bank account registered on Payoneer

Do not offer any payment method that is not suitable for Cross Border Trade

Make sure that the mentioned Payoneer information is up-to-date in your eBay account

Payment Policy

eBay is now managing payments;  Buyers have more payment options (credit, debit and gift cards; Apple Pay, Google Pay, PayPal and PayPal Credit). No separate PayPal account required – for buyers or sellers.  This means that you do not have to worry about which payment methods should you be offering. Irrespective of how the buyer pays, payments are made to your Payoneer account; Payoneer then makes the payouts to your bank account registered on Payoneer

Do not offer any payment method that is not suitable for Cross Border Trade

Make sure that the mentioned Payoneer information is up-to-date in your eBay account

Shipping Policy

Shipping Policy

(i) Handling Time

Buyers like getting their items fast, so the sooner you ship, the happier they’ll be. It also increases the chance of your listings getting higher ranking in search results.

Less the Handling Days specified in the listing, shorter would be the Estimated Delivery Date shown to the buyer

Your listings will get preference over competitors in the search results

High chances of the listing appearing in search even buyers filter their search by “Shipping”

(ii) Shipping Policy

Shipping Policy defines what the offered handling times and shipping options are, including costs.

Offer an option of free shipping — more than 80% of customers look for products with free shipping

Offer multiple shipping options for a buyer to make his preferred choice 

Offer at least one option for Expedited Shipping – at extra cost

Offer shipping discounts and additional relevant promotions clearly — in order to win your customers’ hearts

(i) Handling Time

Buyers like getting their items fast, so the sooner you ship, the happier they’ll be. It also increases the chance of your listings getting higher ranking in search results.

Less the Handling Days specified in the listing, shorter would be the Estimated Delivery Date shown to the buyer

Your listings will get preference over competitors in the search results

High chances of the listing appearing in search even buyers filter their search by “Shipping”

(ii) Shipping Policy

Shipping Policy defines what the offered handling times and shipping options are, including costs.

Offer an option of free shipping — more than 80% of customers look for products with free shipping

Offer multiple shipping options for a buyer to make his preferred choice 

Offer at least one option for Expedited Shipping – at extra cost

Offer shipping discounts and additional relevant promotions clearly — in order to win your customers’ hearts

Pay attention

Specify the Handling Time within which you would be able to fulfill the shipping commitment.Do not try to simply reduce the handling time and later not be able to meet them.

Pay attention

Specify the Handling Time within which you would be able to fulfill the shipping commitment.Do not try to simply reduce the handling time and later not be able to meet them.

Returns Policy

Another important aspect that buyer use as filter to refine their search other than shipping options and other item specifics is  – Returns Policy. 

Buyers seem to trust the sellers who offer free returns – its way of telling the buyer “Trust Me, the product will be as per description and if anything goes wrong in the product, I am here to take care of it” 

That is why we recommend that you offer a reasonable returns policy.

Please specify

The return time-frame: 30 or 60 days

  • For some categories the return period can be for 14 days

The type of return:  Exchange for a different product or a refund

Who is responsible for the returns shipping cost (seller or buyer)

Returns Policy

Another important aspect that buyer use as filter to refine their search other than shipping options and other item specifics is  – Returns Policy. 

Buyers seem to trust the sellers who offer free returns – its way of telling the buyer “Trust Me, the product will be as per description and if anything goes wrong in the product, I am here to take care of it” 

That is why we recommend that you offer a reasonable returns policy.

Please specify

The return time-frame: 30 or 60 days

  • For some categories the return period can be for 14 days

The type of return:  Exchange for a different product or a refund

Who is responsible for the returns shipping cost (seller or buyer)

Choose Listing Upgrades to enhance your listing

Although Listing Upgrades come with an additional fee and are non-refundable, they can at time be helpful in bringing your items to notice in the search results. Listing Upgrades help your listing to stand out from the crowd in the search results.

You have options available

Bold type font in your Item Title

Subtitle

Gallery Plus benefits — a buyer can click or hover over the icon with their mouse, and a larger version of the picture will appear

Choose Listing Upgrades to enhance your listing

Although Listing Upgrades come with an additional fee and are non-refundable, they can at time be helpful in bringing your items to notice in the search results. Listing Upgrades help your listing to stand out from the crowd in the search results.

You have options available

Bold type font in your Item Title

Subtitle

Gallery Plus benefits — a buyer can click or hover over the icon with their mouse, and a larger version of the picture will appear

Note: Compare the item price with the fees for optional listing upgrades.

Note: Compare the item price with the fees for optional listing upgrades.

Tips for search engine optimization

Use keywords that buyers would use to look up for the item

When deciding on the title, keep yourself in the buyer’s shoes and think – 

“what are the keywords that I would choose to search for this product?”

Are you going to use keywords like “Beautiful, Superb, Excellent” to search? Or is it going to be product specific, i.e. focus on its features and benefits?

Use keywords that buyers would use to look up for the item

When deciding on the title, keep yourself in the buyer’s shoes and think – 

“what are the keywords that I would choose to search for this product?”

Are you going to use keywords like “Beautiful, Superb, Excellent” to search? Or is it going to be product specific, i.e. focus on its features and benefits?