Search Engine Optimization (SEO) vs. Marketplace Optimization (MPO), Listing Optimization, or Marketplace SEO
The concept of Search Engine Optimization (SEO) began before the inception of Google. According to legend, the band Jefferson Starship served as one of the primary reasons for the term SEO around 1995-1997. Promoter Bob Heyman received an angry call from the band when they were on the road and couldn’t find their webpage.
Marketplace Optimization (MPO), or its generic name “Listing optimization,” is similar to Search Engine Optimization (SEO). MPO uses signals to rank sellers or their products to relevant buyers in marketplace searches. It is the product rankings on any website or mobile app like Amazon, Facebook marketplace, Etsy, eBay, etc.
Nowadays, almost everyone purchases from their preferred online shopping sites like Amazon, Etsy, eBay, etc. Today, online shopping has become more secure than ever with multi-layer protection and trust built by convenience options like ‘Try before you buy ’ and product exchange.
If you own a business, understanding how to rank higher on search engines is still a critical component of any successful marketing effort. But if your business sells products online, listing optimization is a key to success.
According to multiple recent surveys, consumers consider the following critical elements in their shopping journey while purchasing products at the Facebook marketplace:
Ratings: Is your product trendy and cool among the customers that it deserves 5 stars? If yes, then congrats your product is definitely ranking higher than usual. But, No – stars? Then you need to step up your game.
Reviews: What are your customers saying? Was the product as advertised? How good was the experience?
Description: The first thing that customers are going to read is the product description. Make sure it’s informative, concise, and focuses on the product’s unique selling proposition. But make sure you are using your keywords wisely and not causing keyword stuffing. Your customers already know your product, and that’s why they are on your page. Make sure your descriptions are clear, and to the point, and speak about the benefits.
Videos and Photography: Only content is boring; your customers will trust your brand more once they get a glimpse of how it looks. But be genuine with images & videos. Take photos and video from different angles, incorporate 360º video, and also be sure to add product demos or unboxing videos. Add meta information and alt text to every photo and video. Lastly, include a transcript with your videos.
Consistency: Consistency across all marketplace listings is very important. There are various online marketplaces, shopping aggregators (that allow product comparisons), social shops & niche websites, and each of them has its own set of ranking algorithms, nomenclature, etc. While there are some similarities, there are some differences as well.
Including Frequently Asked Questions (FAQs) in your product listing is another optimization technique that has shown positive results. Providing the best answers to your buyers’ questions about your product improves sales and your product ranking on the marketplace. Incorporating keywords into the answers. Keep the FAQs up to date based on your customer feedback and support.