This post is for you if you want to start your eCommerce marketplaces like Amazon, eBay, or Etsy.
This SEO tips for Marketplaces article will show you how to increase the ranks of your marketplace website in search engine results pages.
Let’s first understand how a marketplace works and why an eCommerce site has to use SEO to improve its online visibility before I discuss the best SEO tactics for eCommerce multi-vendor sites.
Let’s get started!
A marketplace is an online store that offers and sells things that third-party vendors have uploaded.
It’s a marketplace that connects buyers and sellers. Shoppers can find and compare a wide range of products, while sellers can sell their products to a large group of buyers.
Amazon, eBay, Etsy, AliExpress, Shopee, and Rakuten are some of the best examples of marketplaces with large inventory.
What is the Difference Between eCommerce vs. Marketplace Websites?
The difference between a marketplace and an eCommerce website is that the former sells things uploaded by third-party sellers while the latter sells its products.
The following are some key differences between a marketplace and an eCommerce website:
- The term “eCommerce” refers to a platform designed for a single seller, while the marketplace platform can have more than one seller.
- An eCommerce website deals with a limited number of products, whereas a marketplace has a vast inventory of items uploaded by a large number of vendors.
- An eCommerce website is simple in terms of design and operation compared to a marketplace.
- The margins on every sale are lower in marketplaces, whereas eCommerce stores earn a good percentage of profits from every sale. Therefore marketplaces must sell more items to make more profits.
Why is SEO for Marketplaces Important?
For online marketplaces, SEO is important because it helps deliver relevant organic traffic, which leads to increased conversions and profits.
The following are the most important reasons why SEO is so essential for multi-vendor eCommerce sites:
Improves Organic Search Traffic:
According to studies, 96 percent of searchers do not believe in advertising. The best way to get web traffic and attract visitors, sellers, and customers to online marketplaces are through inbound marketing via SEO.
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Creates a sense of trust and authority:
SEO helps in increasing your domain’s authority. Higher authority means better organic ranks, which means more visitors. Searchers take higher organic rankings positively, and they prefer to buy from marketplaces that rank higher for relevant product searches.
Improves the user experience:
By optimizing the website, SEO helps marketplaces in improving the user experience. When you partner with any SEO agency or start doing SEO yourself, you perform several activities to improve your website’s speed, engagement, and readability. Improved UX leads to more sales.
Produces Long-Term Results:
In contrast to a short-term marketing strategy, which typically offers an immediate or one-time result, SEO produces long-term results. You start seeing the results in a few weeks, and regular SEO work continues to raise your online store’s organic traffic, conversions, and profits.
Challenges of SEO for Marketplaces vs eCommerce Websites
Marketplace owners face a number of SEO issues as compared to eCommerce websites.
Because there are fewer products on an eCommerce site, SEO is easier to handle. Because you have total control over your inventory and items, optimizing your product pages is simple.
However, since marketplaces have hundreds of vendors and thousands of goods, optimizing each product page takes time and effort.
The SEO Challenges of Marketplaces vs. eCommerce Websites
Marketplace owners face a lot of SEO issues as compared to eCommerce websites.
Because there are fewer goods on an eCommerce site, SEO is easier to handle. Because you have total control over your inventory and items, optimizing your product pages is simple.
However, since marketplaces include hundreds of vendors and thousands of goods, optimizing each product page takes time and effort.
Furthermore, marketplace owners must manage a large number of sellers to keep track of their inventory and delivery. Seller registration and product management should be simple, and the onboarding process should be easy.
Moreover, sellers sometimes duplicate product descriptions or use the same URL structure for many goods, confusing customers. To maintain the uploaded items SEO-friendly, they should be monitored regularly.
Best SEO Tips for Marketplaces
We’ve got at the most exciting part of our SEO marketplace lesson, where we’ll go over some of the best SEO strategies for increasing your eCommerce marketplace store’s online visibility.
Here are some of the top online marketplace SEO tips:
1. Optimize Breadcrumbs
Breadcrumbs are an essential element of every website that assists in navigation.
Breadcrumbs also improve the user experience and crawlability of an online store by displaying the entire product path to users.
Visitors may see the category and subcategory to the product they’re looking at relates to.
Here’s an example of a Newegg breadcrumb:
The complete product path is displayed, and visitors may observe that Desktops are categorized as Computer Systems.
Breadcrumbs also assist search engines in finding the category or subcategory for various items, hence improving the relevance score for various product pages.
Furthermore, Google provides breadcrumbs in the SERP to show people where the page on your website is located.
In the search result, here’s an example of a breadcrumb:
Additionally, Google Search Console offers a breadcrumbs report that you can find under the Enhancements section, as shown in the image below.
You may use this report to check for breadcrumb errors and to find all of the valid breadcrumb URLs.
As a result, breadcrumbs should always be used on your website because they are an important part of marketplace SEO.
2. Use Schema Markup
Schema markup is a language that search engines use to understand the content of a webpage.
Schema data also helps in the indexing of websites in search results and allows marketplaces to offer rich snippets with more product information.
Schema markups may be used to display information such as reviews, ratings, product details, and breadcrumbs in the SERP.
Proper schema markup is critical for a marketplace to boost product exposure in search results.
A marketplace website can use a variety of formats, but the product structured data is the most important.
Product markup may be used to display a range of product properties, such as price.
For more help on adding the product schema codes to your website, you can visit this resource from Google.
Product schemas can help you beat your competition by improving your product’s click-through rate (CTR) (Clickthrough rate).
3. Ensure the Website Loads Fast and is Responsive
Slow loading has an impact on 79 % of buyers’ willingness to buy a product.
Moreover, slow websites result in a 4.42 percent decrease in conversion rates.
Page speed is another ranking factor used by Google. The Page Experience Search Update focuses on metrics related to the user experience, such as page loading speed and bounce rate.
A faster marketplace site can undoubtedly bring more users and sales.
Google PageSpeed Insights, GTmetrix, and Pingdom may all be used to test the speed of your website.
If your page speed is slow, then you can use these page optimization tactics to improve speed:
- Choose a reliable web host since your hosting plays an important part in making your site load faster. You should go with dedicated hosting, VPS hosting and Cloud Hosting for marketplaces, and they offer maximum uptime and performance.
- Use tools like Tiny PNG, Compressor.io, and Ezgif to compress all of the photos on your store. Image compression will significantly increase the site’s performance.
- Use a CDN (Content Delivery Network) as it helps to cache content in multiple locations and serves the content from the visitor’s nearest location.
- Use a responsive website since they load faster on mobile devices and provide a better user experience.
4. Make Site Security a Priority with SSL
Secure Sockets Layer (SSL) is an acronym for Secure Sockets Layer. It’s a security protocol that creates a secure connection between a web server and a browser.
When you use SSL to secure your website, HTTPS shows in the URL, as shown below:
Because Google uses HTTPS as a ranking signal, securing your marketplace with an SSL certificate is important.
SSL protects all user information and prevents security breaches.
As a result, you should add SSL to your website to secure user data while also boosting SEO.
Some of the top SSL providers to create and install an SSL certificate on your marketplace are GeoTrust, Comodo, and GoDaddy.
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5. Use Proper Sitemaps
A marketplace site includes thousands of pages that must be updated regularly to provide users with the most up-to-date product information.
A sitemap is useful for indexing your target landing pages properly. A sitemap tells search engines which page to index and how often they should be indexed.
You may create a sitemap by hand or with the help of a service like XML Sitemaps.
After you’ve created a sitemap, you’ll want to upload it to Google Search Console.
Uploading the sitemap to Search Console ensures all your target landing pages get properly indexed and display updated information in the search results.
To submit a sitemap, go to Search Console and choose your property/domain.
You can now monitor the progress of your sitemap as well as the overall number of URLs found.
If you add new URLs to your website or change the content of existing URLs, you should update your sitemap.
6. Increase Customer Engagement by Using Ratings and Reviews
Customer engagement is helped through ratings and reviews, which encourage people to purchase a product.
Amazon is a great example of a marketplace website with ratings and reviews.
Here’s an example of an Amazon product page with hundreds of buyer ratings and reviews.
Reviews make it easy for buyers to make a buying decision. It also improves customer satisfaction.
Send out emails on a routine basis to customers who have purchased a product but have yet to submit a review.
Make it simple for people to submit reviews on your site, and employ different strategies to encourage customers to do so.
Google sees reviews as a strong indicator that your site is trustworthy. Hence, you should always take proper steps to attract user reviews on all your products.
7. Make Content Marketing a Priority
Search engine optimization relies heavily on content marketing.
Preparing high-quality, relevant, and distinctive content can assist you in engaging your customers at all phases of the customer journey.
Here are some of the most effective techniques to increase your marketplace SEO using content marketing:
- Create a content hub and share articles on certain topics to help buyers during critical stages of the customer journey.
- Make use of influencers to promote your products across various social media sites. This will attract people to join your website, and your brand will attract both sellers and buyers.
- All of your product pages should have unique, SEO-friendly content. To improve the relevance score of your target keywords, use LSI keywords.
- Create product and service buying guides for your customers, since they are beneficial to both new and repeat customers.
- People enjoy infographics and videos, so make them. Infographics are used by 65 % of brands to improve their content marketing efforts. Adding product videos is also a great way to lower bounce rates and improve time spent on the page.
- Share customer stories on social media and on your blog. Success stories are a great method to get more people to come to your store. As a marketplace owner, you should target both vendors and buyers, so share their success stories.
For marketplace websites, SEO is critical because it helps product and category pages rank better in search results, increasing organic traffic and revenue.
To increase your marketplace’s SERP presence, use the SEO techniques for marketplaces discussed in this article.