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Marketplace SEO

Marketplace SEO is very different from regular SEO. Are you curious about what
marketplace SEO can do for your business? TFE can help with content optimization,
keyword analysis, and optimization. All this with the result of being more visible on the
marketplaces you are already active on.

What is SEO

SEO stands for “search engine optimization” and actually means nothing more than keyword
optimization. The ultimate goal of SEO is to achieve the highest possible position in an
organic way. Because every marketplace uses a different algorithm, it can be complicated to
find the right information and position it correctly. This is where TFE can help.


To be more visible on the marketplaces you are currently active on, you have two ways to
achieve this: the previously described SEO or SEA methods. SEA stands for Search Engine
Advertising. SEO allows you to get to the top organically, while with SEA you pay for your
acquired position. The costs for this vary greatly depending on the marketplaces, products,
and popularity of the keywords you want to target. Also, with SEA you pay per click on your
product, also known as CPC (cost per click).

Why choose SEO?

SEO is a strategy that you choose for the longer term. Unfortunately, it’s not that you
optimize your product data and content today and suddenly come out on top tomorrow. This
requires optimization, patience, and knowledge. The advantage of SEO is that it is free.
Therefore, less budget has to go to SEA and it saves money in the long run. In addition,
optimized content can also be used for your website or snippets on social media

The benefits at a glance

The disadvantages of SEO

Search engine vs marketplace SEO.

The big difference is in the stage of the customer journey your customer is in. If a customer
is looking for a product you sell, the customer already knows it has a need, and the solution
to fulfill the need is already known: the product you sell. Because the need is known you can
adapt your content to fulfill the need of your customer. On well-known search engines such
as Google, you have a much wider range of search traffic. Your customer can be at any
stage of the customer journey and therefore the content should be adjusted accordingly. This
is much more difficult.

Different search terms

Within SEO and SEA, you have different search terms. Depending on what stage of the
buyer journey your customer is in, the search term will be different. Common search terms

Informative search terms:

With this type of search term, you should think about ‘how to maintain my shoes’. Your customer knows his shoes are dirty and wants to clean them (the need). However, he or she does not yet know how to get his shoes clean again.

Targeted search

In this phase, your customer knows how he can fulfill his need (e.g. by using shoe polish or by buying a pair of new shoes). Thus, search terms that your customer could resort to are, for example, reviews about shoe polish of brand X or the warranty terms regarding shoes of brand X

Purchase oriented search

Your customer has chosen how he will clean his shoes. in this example, we will assume that he or she will use shoe polish to make his shoes look new again. Search terms your customer might use are: ‘shoe polish for fabric/leather’ ‘shoe polish for *color* shoes’ or
‘clear shoe polish’

The right SEO strategy

To rank as high as possible organically, it is important to choose the right strategy. First of all,
it is important to write with the intended target audience in mind and not for an algorithm. To
come back to the dirty shoes: how does your product solve the need of the customer? In
other words: how does your product ensure that your customer walks around with clean
shoes. Make sure the customer feels addressed and gets the feeling that your product fulfills
his need. you can do this by adding important information to your description.

Optimizing content

Online, of course, you can’t hold, smell or try on the product. Therefore, it is important to
include essential information already in your content. Think for example of the size, color,
quality, and warranty, or to put it another way: USPs (unique selling points). These are
unique features of your product to gain the trust of your customer so he ultimately chooses
your product.

Important SEO elements:

Many marketplaces consider it quite important that customers buy good quality products.
Therefore, reviews from your customers are very important. In addition, the lead time should
be good. With lead time we mean: how long does it take for the customer to get his product
and until when can he order it to have next day delivery be applicable, for example. To keep
it organized, we have made a list of the most important marketplace SEO elements.

TFE can help

Perhaps you are now thinking, well, this seems like a lot of work and how should I even
start? We understand this predicament very well. That’s why we like to think in tandem about
the possibilities and opportunities that lie ahead for your company relating to SEO. We are
able to rewrite the existing content or even deliver new content. When creating or rewriting
this content we implement the keywords you want to be found on tactically so you will be
found on these specific keywords. This will save you a lot of time so that you can focus on
what you do best: building your business and selling your products. Feel free to contact us
without any obligation so that together we can look at the possibilities suited for your

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