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

Making sure that your products are found 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 optimise your product listings on retailer sites for search. Wondering how to do that? We’ve put together our top insights for optimising your products’ findability.

Learn more about how to optimise 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 optimising your listings for getting found. The tricky part is that each reseller sets their own criterias for what makes a relevant result. This means that there simply is no one-size-fits-all approach when it comes to optimising for search on various reseller sites. Each reseller can be seen as an ecommerce search engine requiring a different approach to ensure your products are found. You’ll have to research keywords for each reseller and optimise 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 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” as a way to help products appear in relevant search results. Make sure to include your chosen keywords on the reseller sites and don’t forget to monitor them and analyse the results. There are often trending keywords or phrases, along with new keywords your competitors may be using that impact the search ranking of your products.

Optimised Titles

The product title helps your product get a good ranking but also plays a key role for a consumer to want to click and learn more. Also make sure to 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 your product is found.

It is not unusual for resellers to customise your content to make it unique for their site. Therefore, it’s crucial that you 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. Make sure to read up on the requirements specific to the retailer or marketplace you are writing for. In general, 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 the size and quantity of your product. Of course, it’s important to make sure you have correct spelling, capitalization and highlight the best features of your product.

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 optimise 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 that are in stock. Not only can limited or no product availability lead 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 of the homepage. Using appropriate categories not only enhances the consumer experience but also makes it easier for your products to be found by search engines. There are many tools out there that might be helpful for you to get ideas on how to categorise 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 keep an eye on 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 another. Together they can become a powerful sales driver for your business.

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

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Originally published Oct. 26, 2020, updated Nov. 24, 2020

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