Search algorithms are the core of online marketplaces because they determine which products a platform’s users will see when they enter a search query.
Understanding how eBay’s search algorithm works can give you a competitive advantage and enable you to create listings that consistently rank near the top of the search results for relevant queries.
A common misconception among sellers is that eBay search engine optimization ends with keyword research and uploading product photos, when in fact, it is only the tip of the iceberg.
The amount of time you spend on the platform daily, the number of new listings you add to your store every week, or the value of the information you include in the product description all play a role in your listing’s performance on eBay’s search engine.
Let’s explore some of the listing optimization practices that can boost your products in search results and help attract more customers to your store.
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What’s the difference between Best Match and Cassini Algorithms?
The underlying algorithm that powers all eBay marketplaces is called Cassini. So, when a user searches for a new keyboard for their PC, the algorithm analyzes all relevant listings containing appropriate keywords and related terms.
The algorithm does much more than simply searching for relevant keywords. It processes product descriptions, images and videos, seller’s business policies and performance metrics, and other information to create a pool of listings potentially relevant for the user’s query.
The Best Match algorithm then takes listings from this pool and arranges them in a specific order based on the following factors:
- The item’s price and popularity
- Listing’s relevance for the original query
- Listing’s overall quality (including how complete it is)
- Seller’s business policies (returns, handling time, payment)
- Seller’s track record on the platform
Best Match rewards sellers who follow the best listing optimization practices by pushing their listings to the top of the eBay search results and penalizes those who fail to adhere to them.
It’s worth noting that there’s no magic recipe for optimizing listings for the Best Match because the algorithm uses ranking parameters similar to those of the Cassini algorithm.
So, the best way to improve the rankings of your product listings is to follow eBay’s guidelines.
The optimal listing frequency for eBay sellers
Expanding the scope of the products you feature in your store has manifold benefits. Aside from giving your customers a greater variety of choices, frequently adding new listings to your eBay catalog can positively affect your store’s visibility.
Cassini and Best Match algorithms favor active sellers, so creating new listings regularly improves your chances of ranking among the top options for relevant queries.
The listing frequency is a heavily debated topic among eBay sellers. Some claim that creating multiple listings daily is a must, while others prefer weekly or monthly bulk uploads.
The optimal frequency for your store depends on various factors, ranging from your niche to the availability of new products.
Still, maintaining a daily or weekly listing schedule is advisable as it will help you engage customers, improve the ranking position of all other listings in your store, and increase sales.
What’s more, creating new listings can help increase the number of recurring customers in your store because it allows you to present them with new options constantly.
The importance of relisting
Stale listings can drag down your store’s performance and limit your sales on the online marketplace. eBay offers a solution to this problem as it automatically renews Fixed Price listings at the end of the month. Still, you can relist an item more often to improve its visibility and sales.
When relisting an item, you can choose between these two options:
- Relist: This option is available in the Unsold section of the My eBay window. It utilizes the same item ID as the old listing.
- Sell Similar: The feature allows you to create a listing with a new item ID while copying all other details from the old listing. Most sellers opt for this option when refreshing stale listings because it allows them to create a listing the algorithm treats as entirely new.
Some products from the Tickets & Travel, Business, and Home & Garden categories aren’t relisted automatically, and sellers must relist them manually.
It is important to remember that eBay may charge a small fee for manual relisting. You must check if the fee applies to the item you’d like to relist.
eBay search engine optimization practices all sellers should know
Actively monitoring metrics in the Seller Hub, like the number of page views and impressions, can help you identify underperforming listings.
The data available in the Seller Hub can also indicate that you need to tweak your listing optimization approach to make your listings more search engine-friendly.
Let’s look at some of the listing optimization practices and eBay SEO tips that can help attract potential customers to your store.
Do your best to match the search intent
Finding the high-volume keywords that fit the product listing you’re creating doesn’t guarantee the listing’s high ranking in the search results.
eBay’s algorithm is evolving rapidly to better understand eBay users and their needs and provide them with the best recommendations for the products they’re looking for.
That’s why understanding the search intent is a crucial element of eBay SEO optimization, which helps sellers put themselves in the buyer’s shoes and discover search parameters that can be a valuable traffic source.
So, when conducting keyword research, sellers must also consider the reasons buyers are searching for a specific item and the search terms they’re likely to enter into eBay’s search bar to find that item.
Use the appropriate listing format
The listing optimization process starts with selecting the right listing format for the product you’d like to place on the marketplace.
eBay lets sellers choose between Auction-style and Fixed Price listings depending on the type of item. Auction-style listings are best suited for rare items like collectible trading cards or handmade jewelry that can easily spark a bidding war.
Additionally, sellers can use these listings for seasonal items or whenever they’re unsure of the product’s value.
Merchants can add the Buy It Now option to these listings to allow buyers to purchase the item at a price that is at least 30% higher than the starting auction price.
On the other hand, Fixed Price listings are an excellent fit for consumer products that are easy to restock and have a readily determinable market value.
eBay Store subscribers can create up to 100,000 Fixed Price listings for free and use them to continue offering the product as long as it is in stock.
Besides choosing the appropriate listing format for their product, sellers should also pay attention to assigning the product to the suitable category to increase the listing’s chances of landing in front of the right audience.
Prioritize listing title optimization, but don’t forget about subtitles
Keywords are still the cornerstone of every eBay SEO strategy, despite the growing importance of search intent for the listing’s performance on eBay’s search engine. Still, you shouldn’t prioritize the keyword’s search volume without considering how useful a keyword can be for potential buyers.
Strategic use of keywords in the listing title, description, and item specifics, while avoiding keyword stuffing, can considerably improve the listing’s ranking.
It’s also worth noting that a clear and concise title is likely to draw the attention of shoppers browsing eBay’s search results, even if it contains a single keyword.
However, sellers often overlook the importance of implementing short-tail and long-tail keywords into the listing’s subtitle.
This feature isn’t enabled by default, and sellers must pay a fee to unlock it. Even so, adding subtitles to your eBay listings can help you provide buyers with additional information about the product and get you extra room for keyword implementation.
Write value-oriented listing descriptions
87% of online shoppers consider product descriptions a crucial factor when making the decision to purchase an item. Moreover, 64% of people who shop online return a product because its description was inaccurate.
These numbers clearly indicate how important it is to create accurate descriptions that deliver key information to potential customers.
In addition, descriptions provide sellers with room to add secondary keywords to the listing that could widen the listing’s reach and secure a high ranking position for a variety of queries.
So, focusing on understanding which questions customers need answered before they decide to purchase a product can increase its conversion rate and push it higher in the search rankings for relevant queries.
Make the most out of structured data
The product description is only one aspect of the structured data that eBay’s algorithm uses to recommend items to users.
Product identifiers, like the Global Trade Item Number (GTIN), item specifics, and product category, also play an important role in how a listing performs in the search results.
Sellers must fill out each field when creating a new listing to provide shoppers with information about the product’s size, color, manufacturer, and other details.
Adding this information to the listings also improves their ranking in search results, makes it easier for shoppers to discover them, and reduces the chances of shoppers leaving poor reviews about products they purchase from your store.
Don’t underestimate the power of the video
Product photos increase the likelihood of sales by almost 5%.
Even so, sellers shouldn’t focus exclusively on the creation of high-quality photos and neglect the video’s importance for the listing’s performance.
Aside from providing shoppers with additional information about the product, videos can also be a crucial part of the search engine optimization process.
Videos can prompt buyers to click on a listing, increasing the engagement rate. They can also help them reach the purchasing decision faster by providing context and suggested product uses.
Although producing a high-quality video can be pricey, investing in video content creation can help sellers boost the ranking of their products and improve sales.
Gain a competitive advantage with flexible pricing
The price at which you list an item can affect its ranking because the Best Match algorithm uses it as one of the factors for determining the listing’s positioning in the search results.
The recommended first step in determining your product’s price is to research your competitors and check their prices for the same or similar products.
Targeting a price slightly below the one offered by your competitors may give you an advantage, but keep in mind that lowering the cost of your products too much can affect their profitability.
Also, make sure to include all fees and costs in the product’s price, even if you’re offering them at a discount.
Build a positive selling history
A seller’s reputation and sales history are crucial factors Best Match considers when determining the ranking order for a specific query.
Hence, all sellers’ actions on the platform, ranging from how active they are to restocking the inventory frequently, can affect a listing’s position in the search results.
Canceling sales, failing to deliver an item on time, or failing to address the issues buyers are experiencing can negatively impact the performance in the search rankings of all sellers’ listings.
So, consistently providing excellent customer service and shopping experience to all your customers can help you secure a top position in the search rankings for the products you add to your store.
Dominating eBay’s search algorithm through listing optimization
The key to a winning strategy on eBay marketplaces doesn’t lie in one specific action but rather in the sum of all sellers’ actions on the platform.
Everything you do matters, from how often you add new products to your store to the number of characters you use in the listing title.
That’s why your listing’s ranking position in the search results doesn’t depend only on the keywords you use or the number of pictures, as listing optimization also involves maintaining a positive selling history, offering competitive prices, and various other factors.
Optimizing listings for eBay’s search engine can be overwhelming, especially if you offer your products on international markets. Webinterpret can make this task a lot easier. Contact us to find out how we can help improve the rankings of your eBay listings.
About Webinterpret
Webinterpret supports merchants selling on eBay.
Our AI-based solutions enable more effective selling through automated listing localization, advertising, and returns and ensure all products placed on EU markets are GPSR-compliant.
By giving your international customers a full, end-to-end local shopping experience, Webinterpret improves your conversion and helps establish your business globally.
