• PANEM / SEO for Marketplace

SEO for Marketplace

Increase visibility, conversions, and improve your ranking in search engine results with SEO for marketplaces. Explore the benefits of search engine optimization to boost and scale your online business.

What Is Marketplace SEO?

Marketplace SEO involves optimizing listings on marketplaces such as Amazon and Etsy. Implementing SEO strategies here improves your business’s visibility to potential buyers, thereby increasing lead quality and conversion rates.

However, marketplace SEO has become a separate niche for a reason. The key aspect is that marketplace websites have their own rules and policies that must be taken into account. Here, the primary focus of SEO efforts is to optimize your product listings, thereby increasing your visibility across both external (Google) and internal (on the marketplace site) search engines.

Differences Between Marketplace SEO and Ecommerce SEO

At first glance, marketplace and e-commerce SEO may seem almost identical. However, several fundamental differences influence the approach to optimization and content strategy.

SEO for e-commerce vs SEO for marketplaces:

  • Control. With e-commerce, you have complete control over descriptions and product pages. Online marketplaces have platform limitations that need to be taken into account.
  • Competition. While e-commerce SEO focuses on search engine competition, in marketplaces, the main competition occurs within the platform that connects buyers and sellers.
  • Algorithms. E-commerce SEO accounts for search engine algorithms to attract organic traffic, while the marketplace SEO strategy is built around the platform’s internal algorithms.
  • URL structure. E-commerce sites have their own URLs and structure. Meanwhile, online marketplace websites have standardized platform-specific URLs.
  • Ranking. In e-commerce, the primary focus is often technical SEO, link building, and keyword strategy. Key factors in SEO for marketplaces include sales, reviews, and seller ratings.

Why Invest in Marketplace SEO?

When it comes to traffic to your marketplace store, it’s essential to understand that most users find your business and marketplace products through search (both external and internal). This means that attracting organic search traffic is one of the best ways to acquire customers. Rankings, valuable content created using keyword research, and targeted efforts all increase your visibility and drive conversions.

SEO for marketplaces focuses on organic traffic, both external and on-platform. This is a more effective long-term strategy for sustainable business growth than paid advertising campaigns aimed at short-term results. Furthermore, by partnering with Panem’s SEO experts, you can spend your marketing budget wisely, as SEO is about natural growth, not artificial influx.

SEO Packages for Marketplaces

Service Type Cost
Initial Consultation Free
SEO Audit from $300
Ongoing SEO Support from $500 per month

How We Help Marketplaces Succeed With SEO

Partnering with Panem gives businesses access to our SEO expertise to implement effective tactics and strategies tailored to their unique needs, requirements, and goals.

With a wide range of services—from audits and SEO tips to identify problems and areas for improvement to technical performance and trust-building—we cover various aspects of online boosting.

Benefit from removing duplicates, creating high-quality and relevant content, implementing titles, meta, and schema for better indexing, and ongoing efforts to make timely changes and keep everything up-to-date.

Benefits of Panem SEO Agency for Marketplaces

By starting a project with Panem, you can work with a wide range of specialists to cover various aspects of your marketplace business, attract organic traffic, and increase your visibility.

At Panem, we guarantee:

  • A data-driven approach to creating custom strategies that deliver results
  • Proven tactics and methods that take marketplace specifics into account first and foremost
  • Ongoing support of efforts and adjustments to strategy as needed, considering KPI metrics
  • Transparency of processes and reporting of all steps we have taken or plan to take

Common SEO Challenges for Marketplaces

Here are the popular SEO obstacles marketplace businesses may struggle with:

Duplicate Listings and Thin Content

This is a common hurdle as various stores often sell the same products, and since the descriptions of these products are usually thin + non-unique/duplicate content, Google can lower rankings.

Scaling With Thousands of Vendor Pages

Because there are thousands of pages from different vendors with similar content, it becomes difficult, or impossible, to manually optimize each one, which leads to problems with page indexing.

Faceted Navigation, Filters, and Crawl Budget Issues

Another issue is that Google may spend crawl budgets on useless pages rather than important ones, due to filters that generate numerous URL combinations (for example, by adding color, size, brand, and other parameters in the link).

Managing Expired or Out-of-Stock Listings

In online retail, items often run out of stock or are removed from sale entirely. While the page remains indexed, it becomes useless because there are no available items.

Building Trust With User-Generated Content

User-generated content such as reviews and Q&A sections can contain spam, duplicates, and thin content, which can cause Google to downgrade a site for low-quality UGC.

Companies We Worked With

Our Marketplace SEO Services

Explore comprehensive SEO services for marketplaces to suit your needs:

1

Technical SEO for Marketplaces

Take advantage of technical SEO to improve the speed & performance of page and marketplace listings, as well as apply schema markup to provide structured data for your products, helping search engines interpret them properly and improving the user experience. Furthermore, technical SEO enables you to manage duplicate content (when multiple vendors sell the same product) to avoid creating duplicate item/category pages, which can negatively impact your rankings.

2

Keyword Research and Category Strategy

We conduct SEO audits and keyword research to determine the most effective marketplace SEO strategies that will work for you, ensuring measurable results. With a multi-level category structure for different types of search queries, as well as competitor and marketplace query analysis to enrich content with relevant keywords and proper product titles, you'll get more clicks from interested buyers to your product marketplace store, boosting conversions.

3

Content Optimization and Vendor Enablement

SEO helps you optimize your product titles, descriptions, and content, which is valuable to both search engines and potential buyers searching for the products you offer. By leveraging high-quality content, unique category and subcategory descriptions, and on-page SEO, along with vendor enablement to inform content/sales strategies, businesses can shorten sales cycles, improve traffic and rankings, and achieve goals.

4

Internal Linking and Navigation

Well-designed navigation and internal links are essential for marketplace optimization. They make your pages user-friendly and increase the likelihood that visitors find what they need and make a purchase. Linking related products and offering recommendations to improve indexing and user retention, a site/page structure that's understandable for search engines, and a link equity distribution, all directly correlate with sales; the more user-friendly and effective they are, the higher the chances.

5

Link Building and Authority Growth

Your store's authority is crucial to both potential buyers who check reviews and to search engines. With an SEO service for marketplaces, businesses can enjoy effective content marketing by creating valuable content and publishing it on trusted third-party platforms to build high-quality links. Mentions, unique and relevant content, and links from trusted media & industry resources help attract more customers to your listings.

Customer Reviews
Lily Smirnova

Marketing Director, CoreValue

Panem Agency is an ongoing partner that handles SEO, PPC, and content marketing efforts. They aim to improve Google rankings and boost traffic by revising targeted keywords, link building, and web development.
Dmytro Lazarchuk

CMO Relokia

Panem has been our SEO friend for about 3 years. During our cooperation, we've made significant progress in promoting our products and services. The Panem team is result-oriented and, unlike other SEO companies, they are always on the client's side. I strongly recommend Panem as a reliable and effective partner in the field of SE-optimization and promotion.
OLEH SLOBODYANNYK

CEO Visengine

Panem team is professional and always committed to results. We were quite impressed by the in-depth analysis of the market prior to setting out our campaigns. With a hand-in-hand approach Panem team has delivered even better results than expected.
Alex Igrov

CMO, ITFin

They’re responsive and always available to answer any questions about the project. We’re absolutely satisfied with the results, our goals have been met and even exceeded. Their knowledge of PPC and transparent communication is most impressive.
Alexey Shapran, CEO

PioGroup

Their specialists are as professional and as efficient as possible in fulfilling their tasks. Thanks to Panem Agency's work, the client's position in search engine results pages rose to the top five. Panem Agency delivered items on time and communicated transparently. Moreover, they offered good reports, explained things clearly, and met all of the client's expectations overall.
Hennadii Akimov

Lead Marketing Manager, Devlight

Panem Agency provided PPC services for a mobile app development company. The team conducted competitor research and keyword research, wrote ad copies, launched ads, and constantly monitored campaigns. They are experienced, knowledgeable, and client-oriented.
Olena Shabunina

CEO, Semantrum

Thanks to Panem Agency's efforts, we saw a 20% increase in website traffic and a 15% improvement in keyword rankings. We were most impressed by Panem Agency's ability to provide tailored SEO solutions.
Kira Kolesnik

Marketing Specialist, Nimbus Platform

Panem Agency handled a software company's SEO initiatives. They conducted a website review, developed SEO and backlinking strategies, and optimized on-page content, keywords, and meta-tags. We were impressed with their SEO knowledge and commitment to tailoring solutions to our unique requirements.
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Frequently Asked Questions (FAQs)

How long does marketplace SEO take to show results?

Typically, you can see the results of an SEO strategy within 4-6 months.

What is the cost of marketplace SEO services?

The cost may vary, but most often it falls within $1,500-5,000 per month.

What results can I expect from marketplace SEO?

SEO increases your visibility to platforms' algorithms and search engines, driving more traffic to your listings and boosting conversions and sales.

Can vendors optimize their own listings for SEO?

Yes, this is common practice. However, partnering with a marketing agency allows you to noticeably improve the effectiveness of this practice and receive valuable tips for marketplace SEO.

How do marketplaces manage duplicate content across vendors?

Platforms typically use methods such as canonical tags to specify a primary version of a page, unique product identifiers, and PIM systems for consistency. Marketplaces also encourage vendors to create unique content following structured templates to avoid duplicates.

What happens if the marketplace platform migrates?

Migration can create inconveniences, such as short-term operational disruptions, traffic losses, and data integrity issues. However, these are quickly resolved in most cases.

What SEO tips do you recommend for optimizing marketplaces?

The most useful are the markup scheme, creating clear and relevant product descriptions, titles, and content, as well as optimizing images.
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