After pawning off goods on eBay for over 8 years, I’ve learned quite a bit about how to sell effectively. Good photos are necessary as is being upfront with shipping costs. However, probably the single most important aspect is how your auction is titled. And it’s utterly amazing how little research sellers do in this regard.
What does this have to do with SEO? If you’re in the process of choosing keywords for organic search, then there are some commonalities. Both eBay sellers and SEOs need to be highly conscious of performing initial research and understanding the target audience. The following explains:
- Don’t be too vague – While sifting through eBay listings of MP3 players, I sometimes see a title that’s simply ‘Apple iPod’. Well thanks, that’s very helpful. What model iPod is it? How large? How old? Titles that lack these stats make the seller appear like a neophyte who doesn’t know what they’re doing. The same goes for SEO; if your site offers reviews of vintage stereo equipment from the 1970s, then don’t target highly competitive words like ‘speakers’ and ‘audio’, because it’ll be very difficult to attain search visibility. And even if you did, most of those searchers would probably not be interested in your niche.
- Know your market – With eBay, use keywords that searchers regularly use for your specific products. Don’t describe clothes using opinions like ‘Really cute T-shirt that would be great for a night out!’. Instead, use facts – ‘Black Women’s Lacoste T-shirt – Size Large – NWT’ (NWT = New with Tags). Doing so would assist eBayers with a clearer understanding of your item’s specificities.
Similar situations happen regarding company decisions about keyword choices. Words and phrases used internally are not the same as those that the Googling public is searching for. Therefore, you need to do your research beforehand. Use the Google Keyword Tool to find monthly search volume of potential keywords. Also, simply enter these words in search engines to see what the competition is like. If they have nothing to do with your product, then it might not be a good phrase to optimize around.
eBay selling and SEO are both partly based on the use of targeted keywords. One requires optimal use in an auction title, the other rewards website that propagate them throughout content. By doing some research and knowing your audience, you’ll be sure to see more money in your pocket from eBay sales and/or a higher level of relevant visits to your website.