We have previously discussed the importance of creating a profitable keyword sheet. In "Researching Profitable Keywords," we covered how to locate the terminology your buyers are using. Then in "Maximize Your Profitable Keywords on eBay," we shared the various places on eBay that your powerful keywords should be used.
Now let's go more in-depth on where those profitable keywords need to be utilized in your eBay Store to achieve page one ranking on Google. Heck, if you do this right, these steps can get you in the top three links on page one.
First, let's go over some SEO basics. The term SEO refers to search engine optimization—ways to get our online business ranking as high as possible in Internet search engines. This involves knowing what search engines look for in determining their rankings. That one sentence alone would take us the next 10 years to explain in-depth.
Keep in mind that a site such as Google has a goal of making its customers happy. We type something into Google's search box and it returns the best possible results. Google "spiders" achieve the "best" results by going out to the Web, finding information and bringing it back to Google. Google then decides how those sites rank based upon that information.
Wikipedia defines a "search engine spider" as "a program or automated script that browses the World Wide Web in a methodical, automated manner." You'll notice I refer a lot to feeding your spider, giving it too much junk food, starving your spider… but we'll have to save that discussion for another article.
However, we don't know everything the search engines are looking for—Google considers this information a "trade secret," and the algorithm it uses also changes constantly. In fact, Google made more than 450 changes to its search algorithm last year alone.
But we do know many of the best practices you should use pertaining to eBay Stores and getting them ranked highly in Google. We have already mentioned some of these in previously articles. Others include:
- Use the words your buyers are using (the people with money matter).
- Always write for your audience first—that will keep the spiders happy and well fed.
- Use correct SEO linking strategies—don't link the typical "click here." Instead always link from your keywords (i.e., link the keywords "eBay Store Antique Anne" in the following sentence: You can see more xyz products at my eBay Store Antique Anne.
- Make sure your pictures are tagged with keywords—spiders can't read or eat pictures… but they can eat the keywords you tag them with.
There are six main areas of an eBay Store spiders will pay attention to. They are:
- Name of your store
- Description of your store
- Store categories
- Custom pages
- About the seller
- Search engine keywords (the ones you have control over in your store)
In this column we will cover the first three. Watch for Part 2 soon, in which we'll cover the other three.
Name of your store
If you already have an eBay Store name, don't change it. Many of your buyers have already bookmarked the URL; the spiders know the URL and you will have many other opportunities to take advantage of SEO in your Store. No worries.
If you haven't yet opened a store—why haven't you? Oops… that's another conversation.
OK, let's say you are just opening an eBay Store and were waiting for this column to be posted so you could do it the right way. When naming your eBay Store you have 35 characters to create the title. These words are some of the best spider food, so what you choose to put in this box is important. Instead of just being Antique Anne eBay Store, think about what other keywords you could add to that title besides the name of your business, perhaps Antique Anne Collectibles and Gifts? We know this is important to spiders because the name you call your eBay Store is used in creating the URL of your eBay Store.
Take a look at the difference from a spider's point of view:
We know Google spiders love the keywords used in URLs and, using the second example, you have just doubled their intake in this area. Nice job.
Description of your store
We know another spider food location is the description of your eBay Store and you have 300 characters to utilize here. Instead of using this area to say, "Welcome to our store. We have the largest selection of blah, blah, blah…," why not instead fill it with profitable keywords? Head back to your profitable keyword sheet from your homework and choose your top words to insert into this section.
Store categories
With 30 valuable characters for each of your store categories, don't be chintzy with keywords here. I had a client who had a category called "kit." Great. Not only don't your buyers know what that means—sewing kit, first-aid kit, Kit Kats? Who knows? But, you're starving your spiders with just a short, one-word category. Instead, we changed it to "Shelby Mustang Model Car Kit." Now customers know what that category means and can easily shop from this Store. Plus, the spiders are being fed with valuable keywords.
In Part 2 of this article, we'll discuss more places where using profitable keywords will help your eBay Store achieve higher ranking in search engines.
Janelle Elms is a best-selling author, inspiring educator and Visionaire of the OSI Rock Stars. You can hear her on wsRadio every Wednesday on Ask Janelle Radio. Learn the success information you need to grow your business at www.osiRockStars.com. For step-by-step training on how to set up an eBay Store for maximum exposure and profit, visit One Percent Coach.
Opinions expressed here may not be shared by Auctiva Corp. and/or its principals.
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