Enticing Titles: Keyword Dos and Don’ts
Nowadays, almost everyone knows that if you want something found on the Internet, you’ve got to use the right keywords.
… but eBay has taken keywords to a whole new level. Now, the keywords you use in your auction titles are ranked according to those that generate the most clicks, bids, and sales also called BEST MATCH. This is different from the good old days when search results were just a match between the searchers’ keywords and the sellers’.
Since search results are now prioritized not just by keyword match but by also keyword quality/popularity, you’ve really got to step up your auction title writing skills.
eBay gives you only 55 characters to create as much impact as you can, so avoid using extraneous punctuation or words like “LOOK!” or “AMAZING!” People don’t search for these words so they’re just a waste of precious space.
If you’ve got a few obvious keywords to start off with, brainstorm what other keywords might be relevant. It’s always a good idea to include brand names, artist names, etc. This means that if you’re selling an iPhone, you’ll get score extra points with eBay if you include keywords like “Apple” and “3G,” even if your customer searches using only the keyword “iPhone.”
The best (and easiest!) way to figure out which keywords really shine is to use eBay research tools like HammerTap or Terapeak. If you don’t know about these products yet, you’ll be amazed by the level of detailed research they provide. Both HammerTap and Terapeak suggest high-ranking keywords for whatever you’re selling, which will help your figure out how best to use your tiny 55-character plot of ad space.
A word of caution: don’t be tempted to include random keywords that have nothing to do with your item just because a given keyword is popular. In other words, don’t include the phrase “Michael Jackson” in your iPhone auction title. eBay is one step ahead of sellers who abuse the ranking system in this manner and will not hesitate to remove your listing and perhaps even shut your account down. Period.
Remember: popular, relevant keywords are the difference between a listing that makes the first page of search results and one that gets buried somewhere near the back. Take the time to get those 55 characters right!
Wishing You Rippling Auction and Online Success!
Svenja
Hi Svenja, this is really interesting. I have often been frustrated by the ‘best match’ thing as I want ‘item ending soonest’ up first, and this explains why it has changed. I always change it to ‘item ending soonest’ anyway. I never even look at the best match list as I find they often are not the best match. If I type in ‘oil lamp chimney for Duplex burner’ my listing comes up first – this is my title. If I type in ‘oil lamp chimney’ my listing is way down the page and there are a significant number of listings first that are supposedly ‘best match’ but say things like ‘glass oil lamp chimney’, or ‘chimney for oil lamp’ so I don;t understand how they can be the best match really. Oops, sorry, this has turned into a longer comment than I meant it to be!
Enjoy the journey.
Mandy
Oh, and I meant to say, jolly good post. Loving the series.
Enjoy the journey.
Mandy
Thank you, Mandy! With gratitude, Svenja
Hi Mandy,
Best Match is really a quite complex ranking system. It is mostly driven by what keywords buyers are entering. Since April of 2008, EBay is hemorrhaging heavily sellers to Amazon and other auction sites (you’ll see in future posts, how I will put it all together). Even big gurus are now starting to say that its necessary to seek business outside of eBay, to create an additional standing leg so to speak.
Don’t get me wrong, eBay is STILL one of the most visited sites on the Internet! It ranks under the top 10 every day! However, it’s unsurpassed glory days have come to a halt. In September 2008, eBay added Finding 2.0 to its search criteria, and this allgorisym is kept under tight wraps.
So, it’s complicated! Your particular listing doesn’t show up on top because buyers are not searching much for the keyword ‘duplex burner’. As you know, I have suggested over and over again research sites like Hammertap and Terapeak and this is the reason why. Their business hinges on helping the seller to come up with the BEST keywords to keep the listing up high!
Thank you fro such a great comment, Mandy! I really appreciate it. Perhaps my answer should have been the blog entry instead
Many Thanks,
Svenja
Another great post Svenja, thanks for this. About 18 months ago I started writing 55 character titles, and it’s only reading your post that has reminded me why I was doing it? I had completely forgotten that it was an eBay requirement!
……Keep these posts coming Svenja, with your regular blog reminders I am getting very close to actually starting on eBay. Best wishes for your business.
John
Hi John,
With the great artwork you are creating, buyers should be greeting you with open arms! I am personally looking forward to your first auction
Many Thanks!
Wishing you rippling success!
Svenja