How to optimize cards on marketplaces: why is it necessary

Marketplaces are places where thousands of brands sell successfully. However, this environment is filled with fierce competition. The problem with similar products has become perhaps the number one issue. So many sellers are fighting for customers’ attention and putting a lot of effort into their product cards.

If you think that to be successful on marketplaces, you just need to upload a product card and label it with the product name, you are mistaken.

Nowadays, things work differently. Products that are properly optimized are the ones that sell. We will talk about optimization and how to work with it in this article 👇🏻

What is SEO optimization on marketplaces, and why is it necessary?

SEO optimization is the adjustment of all elements of a card (name, description, photos, and characteristics) so that they match users’ search queries. The better the card is optimized, i.e., the more it matches the queries, the more views and clicks it will get thanks to its high position in the search results. 

In fact, sellers need it to promote their products and get organic traffic without additional investment in advertising.

Agree, when you are looking for a particular product, you first pay attention to the cards that appear first. Yes, we can often dig deep into the search results and look for something unique, but most users stop at the top.

Comparison of paid and free promotion methods

Paid advertising on the marketplace definitely has its place. It is the same booster that can once again attract buyers’ attention to your product. It is an effective method, but it only works as long as you pay for advertising. After the campaign ends, the product returns to the bottom of the list.

Formats:

• Advertising through Google Ads and other platforms, also known as external advertising;
• Advertising in the search feed by keywords (CPM or CPC);
• Placing banners on the main page or in sections;
• Placing in your competitors’ cards (for example, as “Also bought,” “Similar products,” etc.);
• Etc.

SEO optimization differs in that here you yourself create a “connection” with the marketplace algorithms, which then promote your product. There is no immediate effect here, as is the case with paid promotion methods. But it can be much more sustainable. When a listing is well optimized, it continues to attract users, and this does not require additional investment to maintain the effect and prevent you from falling behind again.

A few more words about the advantages of SEO optimization:

• High-quality listings = trust in the brand;
• Organic traffic = a steady stream of buyers;
• Do it yourself = save on advertising and don’t invest extra;
• The main advantage: a long-term effect that lasts even a couple of months after publication.

So how do you optimize a card?

Card optimization is working directly with its content. As we mentioned earlier, the top products are those that best meet the needs of buyers.

First, you need to collect semantics, i.e., a list of keywords that people use to search for your product. You can use both simple and more detailed queries, taking into account the size, color, shape of the product, and more. This way, you cover a wider target audience and have a better chance that they will buy from you. 

Now let’s work with the card:

• Title: product type ➡️ brand ➡️ model ➡️ characteristics (color, size).
• Description: simple, structured, with keywords, but it is very important that there is no spam.
• Characteristics: as detailed as possible so that the algorithm understands exactly what is being sold.

Check how the card is displayed in the search results. If there are problems with finding the product by keywords, then it is worth revising the description and characteristics.

A few more points:

• High-quality visuals — this will increase the level of trust;
• Interaction with users (i.e., quick and detailed responses to comments/private messages);
• Set a competitive price, use promotions, emphasize fast delivery and ensure it, allow returns (all these details also build trust in your brand and motivate potential buyers to choose you among thousands of others);
• If the product is sold in several colors or sizes, it is worth keeping them in stock;
• Test different design formats and monitor changes in statistics.

In conclusion

Oh yes, SEO optimization can work wonders 🪄

It cannot be said that paid advertising is completely unnecessary and that you should switch entirely to SEO. In certain cases, paid promotion is also necessary, for example, if you want an instant effect. However, it is much better to master the art of SEO and bring your cards to the top yourself without additional investment 🙌🏻