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Search Engine Optimization on Marketplaces

Search Engine Optimization (SEO) is useful not only for increasing visits and sales on your own website but also for when you list on marketplaces like eBay, Etsy, or Amazon. This is the first in a set of articles that explore SEO on each main marketplace. Here we'll look at a few general ideas and good practices. 

The two sides of SEO to know

Overall, there are two aspects of Search Engine Optimization:

  1. The website's architecture and webpage code need to be optimized to be correctly seen by search engines
  2. Once this first aspect is taken care of, focus must shift to content 

For those of us selling on marketplaces or posting on social media sites, the first aspect of optimization is not an issue we need to worry about. The platform we use (whether it's Facebook, eBay, or Amazon) takes care of adjusting their HTML, URLs, and often picture names to best be indexed by Google, Bing, or Yahoo.  This means we can turn our attention to product content.

Focus on content

Marketplace sellers should concentrate their efforts on product titles, descriptions, and all other pieces of content. Here are a couple of things to keep in mind when listing:

1. Consider both internal and external search engines

Products on marketplaces such as eBay, Amazon, or Rakuten will be indexed by both the internal search utility of each specific marketplace and standard search engines, such as Google or Bing. Keep this in mind when writing your titles and descriptions.

2. Write concise, error-free sentences 

Search engines try to mimic the way a human brain works (and they do a very good job at it). When you create content, try to write what you expect your customers to type in a search box. This will usually be a combination of keywords or one short sentence. Imagine you're describing your product to a good client of yours: put important content first, avoid typos, use only one language, and be clear without repeating the same words or concepts too much. The times of keyword-stuffing are long gone.

3. Use specific fields when provided by the marketplace

All marketplaces provide some obligatory fields you must fill in, plus a host of non-obligatory ones. Use as many fields as possible: tags, color, size, brand, and any other specific information you could provide. This information helps your items rank higher in searches because they are more complete than others. It also allows your items to appear in filtered searches (if a buyer filters for "color = blue" and the product doesn't have that specification, it won't appear in the filtered search).

4. Backlink to your listings

Inbound links can of course provide visits to your listings. The easiest way to get free links is to use your own accounts on social media such as Pinterest, Facebook, Tumblr, or Twitter. Keep your social pages active with posts that link back to your product listings. Sharing on social media can have a big impact on your SEO and visits, especially when a post gets comments or is shared.

How Nembol helps with SEO

In addition to making the listing process much faster and increasing the number of products you have online, Nembol will:

  1. Give you access to full product content for many of the brands you carry. Suggest to your suppliers to visit our Nembol for Brands page
  2. Help you fill in many fields on most marketplaces. Just tap "Need more fields?" at the bottom of the Nembol product card.
  3. Post your product on your social networks and add a backlink towards your main selling channel when you publish on both using Nembol.

You can download the free Nembol app here.


We will go deeper into each marketplace's SEO best practices in a couple more articles coming soon. What has worked for you? Share your experience in the comments below!