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SEO Your eBay Store

Posted on 6.18.2008
eBay provides several ways to help merchants optimize their stores for placement in the search engines. Store naming and custom URLs, store descriptions, custom pages, custom categories, listing headers and search engine keywords to name a few. But during a session recently at an ecommerce tradeshow, Todd Luftwak, Director of Seller Services for eBay, let the proverbial SEO cat out of the bag by describing what it really takes to place directly on the search engine results pages.

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Store and URL Naming: The Store name you choose determines your Store's website address (URL), so choose a descriptive store name that tells buyers what you sell. This will also help Web search engines find your Store when buyers are looking for the products you offer.

Store Description: Using keywords that people use when searching for products, presenting accurate descriptions for products, and using a Store name that includes Store description in the header all help increase the likelihood of appearing in the search engines.

Custom Pages: Custom pages are a set of unique pages you can create or edit for your Store to help showcase items and special promotions, describe the history of your business, etc. Use all the custom pages available to you - they're great real estate, and provide a great SEO opportunity for your business.

Listing Headers: Today, Store owners can link up to five Store categories in the Listing Header. Opt-in to show listing headers in your listings, and link to some of your most important Store pages. Remember, it's important to link to your Store pages wherever possible.

Search Engine Keywords: Store owners can customize keywords associated with each Store Page to increase the chances of buyers finding their  pages when using search engines. Be sure to edit your primary and secondary keywords. Note that eBay uses these keywords to create Page Titles and Meta Tags, so be sure to update these appropriately!

The single most important thing you can do to optimize your eBay store is to create multiple custom categories. Developing custom categories not only help buyers browse your Store and directs them to the products they want, but also influences whether your site will be indexed or not! Luftwak stated that eBay stores need at least five categories with subcategories before they would be indexed by the search engines (speaking on Google specifically). eBay enables users to create up to 300 categories and subcategories for a Store, but Luftwak said that using use relevant, popular keywords in your custom category names was essential to placing on the SERPs as well.
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