Online Marketing - Marketing Don

SEOr’s Get Ready For Ebay

As some of you may know, Ebay has recently changed to “best match” algorithm and it will be the default setting when someone searches in Ebay.  If your company sells on Ebay and you are their SEO person, get ready to be pulled into Ebay meetings if you haven’t already.

Ebay listings can now be optimized similar to natural search rankings.  There are other factors involved, but one of the top factors in proper keywords in your title tag.  As the company’s SEO person, you will need to get involved in finding the best keywords for the titles.  From what I understand, here are the new “best match” Ebay listing factors (not necessarily in order):

1.       Relevant title

2.       Cost INCLUDING shipping

3.       DSR – Feedback rating for last 30 days

4.       Being a PowerSeller

5.       Listed in proper category

6.       Shipping distance

This also means usability of your Ebay listing will play a big part as well.  If your product page does not clearly state shipping costs, shipping time, describe the product properly, etc… your DSR will drop and so will your listings.

Recommedations:

1.       Inserts, inserts, inserts!!!  Add inserts in your boxes with your products.  Reiterate shipping policies, customer service policy, and an easy way for that customer to call and discuss any problems they may have. 

2.       Research keywords like you would for a new product page to your site.  Long tail terms.

3.       Take advantage of Ebay internal tools to test different titles and wording.

4.       Re-evaluate your shipping costs.  Check your competitors prices and shipping

5.       Have people in your company, spouses, friends, etc..  look at your Ebay page.  Can they quickly understand what you are are selling, find shipping costs, and find how long it will take for product to arrive.

6.       Look at the negative feedback you have received.  Is there anything you can fix to prevent future negatives?  See if there are any negatives that are similar and evaluate that situation, your customers are trying to tell you something.