As an specialized SEO agency in Barcelona
, web begin a series of articles about the past, present and future of SEO, with the intention of providing reflections that can be useful to the digital marketing industry and our customers. Today we’ll talk about positioning the Market Places.
What is a Market Place?
The Market Places like Ebay and Amazon are based on a business model that relates retailers and consumers. It may be very similar to an e-Commerce because it allows you to buy products online, but its main difference is that on one website there are stores all over the world where they offer their products, and you can compare how best, given that it was sent by each store.
The popularity of such platforms has been increasing, as on one website the user is able to find different options of the same product without the need to query different web pages. For a company to have products in a marketplace means getting to customers anywhere in the world.
How does Market Places affect the SEO?
In this recent years this kind of websites and apps like the booming Wallapop or Amazon have given rise to many debates about how to position a product
as a result of a relevant search.
A first thought on this issue is that optimizing in non-traditional search engines will allow us to stop relying almost exclusively on Google for visitors to our products and improve our sales volume. But caution: this does not mean that we should stop our SEO work for Google
Anyway we'll be offering to our potential consumers to an additional way to find us. A very clear advantage is the conversion rate of these websites: they are very focused sales channels and don’t have other content that make us lose visibility.
Critics to this strategy
There are some SEO
gurus who advocate that enhance the positioning in Market Places can move our own results in the ranking, diverting traffic and reducing our visibility. But perhaps they not have done the following question: what if the users were looking directly at the Market Place and not on Google? The searching trends are directed precisely to this: users go increasingly direct to the market place
and not on Google.
On Google the user may seek general information about the product, characteristics, differences between brands, opinions, etc., but then seek to buy it directly in the Market Place
. According to the data presented by Forrester Research, 39% of online customers in the US begin their search at Amazon while only 11% came from Google. This trend is spreading to everyone, also to Spain, so it's something to keep in mind.
How to apply SEO to Market Places?Many SEO on page techniques are highly valued for the algorithms on these platforms. That's why you must:
- Select and apply the right keywords: It's a search for keywords related to your products.
- Optimize the title including the keywords you are interested in highlighting.
- Add a description that includes all the keywords you can, as long as it's natural.
- Incorporate quality images. The better the images, and the better they show the product, the more likely it is to close a sale.
Positioning Conclusion in Market Places
If our brand wants to sell online, is also advisable to advertise our products in the Market Places
, as they are a source of visits and sales with large market and will be bigger. And these efforts will have a positive impact will the SEO of your brand. That's why it's important that when you export or upload your products to the Market Places, please do it thinking on SEO criteria: titles, text, tags, image names, URLs, etc. Positioning in Market Places is essential
and will be even more in the coming years as an increasingly mature behavior of the users, they will search to find faster what they want, even informations or products. Perhaps yours!