This is how you optimise your products for search on retailer sites and marketplaces

Ensuring that we find your products in searches on retailer sites and marketplaces plays a key role in driving product sales. Searches no longer only start on Google or other search engines; many consumers turn directly to the retailer or marketplace.

A recent study by Statista found, 63% of product searches by consumers worldwide start on Amazon, followed by 48% on search engines and by 33% of searches that start on retailer sites, and 25% on other marketplaces.

This means you need to optimize your product listings on retailer sites for search. Wondering how to do that? We’ve put together our top insights for optimizing your products’ findability.

Learn more about how to optimize for conversion

SEO Approach

As customers turn to retailers and marketplaces’ to find the products they’re looking for, taking a Search Engine Optimisation, (short: SEO) approach is the first step to optimizing your listings for getting found. The tricky part is that each reseller sets their own criteria for what makes a relevant result.

This means that there is no one-size-fits-all approach for optimizing for search on various reseller sites. We can see each reseller as an eCommerce search engine requiring a unique approach to ensure customers find your products. You must research keywords for each reseller and optimize accordingly.

Get started by digging deeper into how your key online reseller search rankings work. Most larger marketplaces and resellers have resources available to help you with this. Smaller retailers, you can ask for insights on how their search works.

Keyword Research

In its simplest form, identifying your keywords is about putting yourself in the consumers’ shoes and thinking about what you would type if you were searching for these products. By studying your competitor’s products, you’ll see what keywords they are using. This can help you find new relevant keywords and potentially broaden your perspective.

If you are selling products on Amazon, you might be familiar with the term “backend keywords” to help products appear in relevant search results. Include your chosen keywords on the reseller sites, and don’t forget to monitor them and analyze the results. There are often trending keywords or phrases and new keywords your competitors may use that impact your products’ search ranking.

Optimized Titles

The product title helps your product get a good ranking and plays a key role for a consumer to want to click and learn more. Also, include your keywords in the product description shared with the reseller to help your products rank well in search engines. The product page is not only your opportunity to inspire your customer to switch from visitor to actual buyer. It’s also key in making sure customers find your product.

It is not unusual for resellers to customize your content to make it unique for their site. Therefore, you must monitor if your product listing includes your carefully selected keywords and selling points.

There are different tips and tricks for choosing the perfect title depending on your industry. Read up on the requirements specific to the retailer or marketplace you are writing for.

It is recommended to make the product title descriptive by including your brand name, a clear description of your product, and, if applicable, specify the color, mention key ingredients/measurements/materials, and clarify your product’s size and quantity. Of course, it’s important to make sure you have correct spelling, capitalization, and highlight your product’s best features.

Here is one example of how to create titles.
Here is one example of how to create titles.
Here is one example of how to create titles.
Here is one example of how to create titles.


Rich Content

During the past few years, rich content has grown in popularity. It’s no longer sufficient to provide basic product information. Consumers now expect videos, animated content, and other elements of information to get inspired. Brands that do not provide this have a disadvantage compared to competitors.

Apart from the fact that product content affects the conversion rates (and a high conversion rate of a product often leads to a higher positioning in search ranking), the resellers need to provide a good customer experience to be the “go-to” retailer or marketplace. Make sure that you learn the content requirements for your key resellers. Once you’ve done that, it’s time to optimize your content for each reseller.

Reviews and Ratings

If you look at a typical marketplace, you’ll often notice that the top-ranked products have many reviews.

Learn how you can collaborate with the reseller to gain more reviews. Retailers and marketplaces often use Product Review platforms. By figuring out how you can gain more reviews and responding to reviews on those platforms, you can affect your ranking.

Avoiding Out-Of-Stock

If your product is out-of-stock, it might cause you to lose out in ranking to competitive products in stock. Not only can a limited or no product availability leads to poorer product findability, but it also has a clear impact on your product sales.

Category Search

Category and subcategory pages on e-commerce sites account for about 50% of organic traffic outside the homepage. Using appropriate categories enhances the consumer experience and makes it easier for search engines to find your products. There are many tools out there that might help you get ideas on how to categorize your products, for example, Google Product Taxonomy.

However, as with general product findability, the challenge with selling products on reseller sites is that not all of them use the same taxonomy – so you need to monitor what works and what doesn’t.

Some variables that affect your product ranking on the reseller sites are initially outside of your control simply because the algorithms for search ranking differ among retailers and marketplaces.

But there are things you can do to keep in control. Building a good relationship with resellers is step one, monitoring your product findability on their sites. Together they can become a powerful sales driver for your business.

Want to learn more about how to optimize your products for reseller sites? Download our guide on all things optimizing online product sales here.

Want to learn more about what we do at Detail Online? Book Demo.

Originally published Oct. 26, 2020, updated Feb. 04, 2021

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