Selling more on eBay.co.uk – without the cost of PPC!

When you’re selling things online there always seems to be this “invisible barrier” between the sales volume you have and the sales volumes you would like to achieve. While eBay now offer all sorts of programs to “boost” sales there are often easier & cheaper things you can do to help your sales grow.

One of the most noticable changes was their introduction of the eBay PPC (pay per click) program, where you can advertise in places you normally wouldn’t be seen for a per-click rate (which of course is variable depending on the keywords, competition and placement for the advert). You could also call on traditional ad networks like Google Adwords to get your products out there, or even price comparison websites such as shopping.com – again costing you per-click prices…with no guarantees of conversions.

I found the following article when digging through my bookmarks the other day, and while it is a couple of years old, many of the facts stand true today (SEO is more effective than PPC). What I want to take from it is that a good seo campaign will generally improve sales over time, and will keep driving sales even when you stop paying the bill. PPC is just a switch. As soon as you stop, sales slow.

Anyway – here’s a couple of ideas on how to boost your SEO rankings with your eBay shop:

  1. When creating listings, place the title of your item and other descriptive terms in H1 and H2 headers. These titles need to contain relevant keywords to your product, with high keyword density. When looking for keywords you can use the Google Keyword Analyser Tool to show search volumes for different keywords. The tool will also suggest other keywords to try. Try to think about terms people might search for most and put these in bold. Using the H1 and H2 headers essentially gives search engines a ‘snapshot’ of what that page might be about, and the bold text will be taken as important; giving it some extra weight in the search engines.
  2. Make sure you list products regularly to keep the search engines coming back for indexing. The more active your eBay store seems to the search engines, the higher (and more frequently) it will be listed.

  3. Make use of the free eBay tools such as Blogs, Reviews and Guides. You get free accounts with your seller account and you’ll see many of the larger sellers with tags such as “Top 25 Reviewer” etc. They have written lots of reviews or guides, which have then been indexed by the search engines. Every one of these reviews, posts or guides contains several links back to that seller’s shop and products.

  4. Use the RSS feeds included in eBay stores. You can automatically set Google to grab your products and essentially promote them for free in search results, comparison shopping and more. This used to be done through the google store connector, but now you have to setup the google base – ebay feed link yourself.

  5. Make use of the “Manage My Store” section in My eBay. Under Store Design, click “Search Engine Keywords.” You can use the Google Keyword Tool mentioned earlier to find high traffic keywords – but remember to only use keywords related to your store else you might be punished for keyword stuffing (using too many, or non-related keywords).

Thats all 🙂