How to Outshine Your Biggest Competitors on eCommerce Marketplaces
Selling online is a popular way to reach a wide audience of shoppers, whether you offer products that target a specific niche or those that suit the general public at large. Catching a buyer’s attention, however, is a different story, one which requires significant research and knowledge of the best eCommerce marketplaces that suit your selling tactics. There are a number of ways you can make your listings stand out against the competition and position your products where your customers are most likely to see them.
Choose eCommerce Marketplaces With High Visibility
When selling your products, it’s important to do your research beforehand and make a list of the places you’re likely to reach your target audience. Selling on Amazon, for example, can help you reach millions of consumers in a single location, as it’s a widely known eCommerce market that’s both user-friendly and easy to navigate. Selling on eBay is also simple, but like Amazon, it’s a saturated market that requires know-how when creating listings and marketing. Other potential sites to sell include Etsy, if you sell the right kinds of products, Groupon, and Ratuken.
Provide Eye-Catching Photos
Shopping is a visual experience for most people, and they like to see the products and goods up close and personal. Shopping online makes it difficult, so pictures are the next best thing. Most, if not all eCommerce marketplaces, have several allotted spaces to upload pictures. Hire a professional and showcase your photos adequately on a clean background that’s not distracting. If you don’t have pictures already, hire a professional or set up a light box where you can take your own. Remember that the picture will likely sell your story before the customer ever sets eyes on the description, so it needs to be of high quality.
Write SEO-Optimized Descriptions That Draw Attention
It’s easy to describe a product and put it up for sale, but without optimizing it for search engines, you’re likely to get buried in a sea of listings or stores that offer the same line of merchandise or competing products. There are several keys to a good description, including:
- Product-appropriate keywords
- Proper keyword density
- Unique descriptions for each product
- Proper use of grammar
If you’re selling on a marketplace like Amazon or eBay, it’s not just about ranking in Google. In fact, ranking your product descriptions in Google is actually a secondary consideration. In these circumstances, you should follow the marketplace’s specific guidance on using and placing keywords for visibility on that particular marketplace. Amazon, for example, has very different requirements for ranking a product on its marketplace.
When it comes to creating narratives, the keywords are the backbone of every product description. It’s important to do a thorough analysis to see what customers are searching for in the product niche. If you’re unable to do the analysis yourself, outsourcing the work to a professional is highly recommended. Using analytics, each keyword is rated based on the number of times shoppers use the search term and how significant its visibility is on popular search engines such as Google, Yahoo, and Bing.
In addition to using the right words, it’s also essential to use the proper keyword density, which refers to how many times a search term appears in the description. Professionals recommend using these established keywords with a density between 1 and 3 percent. Don’t overuse the keywords, as this can lead to being penalized for keyword stuffing. Rather, insert terms organically throughout the text so it reads naturally and not as though you’re trying to oversell the product.
The Benefit of Being Unique
Unless you’re developing something brand new, chances are you already have a lot of eCommerce competitors to contend with. When you’re crafting descriptions for your products, consider the who, what, where, when, why, and how of it and how to best convey the functions and features to shoppers. Put your own spin on it in your company or brand’s voice, while keeping it easy to read and grammatically correct as these factors do affect ranking and visibility on popular search engines. Another thing to bear in mind is that each product should have a unique description. Duplicate content actually hurts rankings. Even though it may appear to be the easier option, it’s actually a hindrance in the long run.
While research and data are instrumental in developing a strong eCommerce marketing strategy, it’s also important to keep your approach to customers in mind with a brand-specific voice. A healthy balance of both will help establish presence, which is the main thing you need to stand out from competitors.