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ESO – eBay search optimizer
The optimization of your on eBay listed items essentials 4 emphases. The sorting “best match”, the new search and the general keyword optimization of your item
Emphase 1: Sorting „best matchl“
Since the 20th of february the default sorting method is not anymore set to “ending soonest”, but the items are now sorted by “best match”. (eBay: best match) This change affacts only a few categorys, but a few more will follw. For sellers, this will represent a basic change of the eBay platform. While previously items, which endede soon were displayed automatically at the head of the searchresults, they now could expire on a few pages behind the first page, without any visitor, who found the item. Certainly it is to note that this sorting by searching for auctions is sonner a disadvantage, because, the customers will not see the items, which will end soon.
An other aspect is that the by default shown items – which are classified as popular - will be probably more sold than the items, appearing on the following pages. This items will allway be shown at the top of the search results and will get more visitors. This will cause that the popular items will become more and more popular, because of the more sales (Due to more visitors and the associated probability to buy).For sellers this means: When the items of a seller are classified as not popular and are consequently shown in the the rear pages of the search results, the items will get fewer visitors and buyers. This will cause that the items are getting more and more unpopular. In reverse this will mean, that popular items will also famous in the future.This items are quasi pushed by their own status. The placement of the items on the leading pages gets thus a double acceptation: It is more improbably, that items that are indicated as unpopular in the future will become popular. At least it will be dificult to achieve this change.
Criteria & affected categories at eBay
At the moment not all categories are affected through the new sorting, but in half of the categories the new default sorting ist allready active. When further categories will follow is unknown. Here we have to note, that the not affected categories also will be sorted by “best match” but also in reference to the ending time. The difference is, that seller with a DSR below 4.0 will be displayed more behind. Altogether there are 31 different secret criteria, which are included in the formula, that calculates how popular an item is. Some of these criteria certainly should not have a big effect of this sorting. It is sure that the quantity of bids, watchers and purchases in the past will be a basic factor for the new sorting. A keyfunction is accorded to the title of an item: With the title eBay detects, if an item is the one, the was frequently bought in the past. If declared the Item-specific attributes of the single items will be also consulted.
After some tests we found out, that most of the 31 criteria, which are responsible for the sorting, play an uniportant role, whereas there are some criteria that are not manipulateable (e.g. Feedback score, DSR rate etc.) After the test we were able to reconstruct, which are the 3 most important criteria for the sorting and could get our test items on one of the first pages, often actually the first page. The three most important criteria, which the seller can manipulate are:
1.) The title:
When you are using keywords in the title, that where frequently searched for in the past, so the postition of the item will be improved considerably, to the point of the first position. Here are included keywords in the category, that were searched for on the one hand and on the other hand this includes keywords they were most frequently searched for, in combination with the mainword (e.g. iPhone)
2.) The Item-specific attributes
If the Item-specific attributes are completely filled the item, will get a considerably better pageranking then articles without or wiht only party fill Item-specific attributes. The Item-specific attributes can improve the pageranking up to 2 pages.
3.) The watchers:
The more watcher an item has, the better is the pageranking of the item. For example we could improve the pageranking of an item about 1 page, by watching this item with 4 other eBay accounts. The quantity of the watcher is different. When you want to impprove the pageranking of an item, which is in a category, where items often are beeing watched you will need to have more watchers than in categories, where items are not so often beeing watched. For example: When the items on the first two pages have 10 watchers, it will be impossible to reach the first page with only 2 watchers. The quantity of the watches you can see in the Top 100 of the most popular items.
These three criteria are changeable for every seller and can be manipulated under the uspect of the ESO. – This is where Amboseller ESO approaches
Amboseller ESO
Of course Amboseller ESO can not improve a rarely saled item, so that it will become very popular and appear on the first page. Possibly changes in the formula, that calculates whether an item is popular or not, will keep the sorting dynamicly. An optimization today will for sure not allways have the same succes in the future. Similarly to search engines like google, you allwas have to check if the criteria for the most popular items has the same weithing like the previous week. But with aimed overworking of an item, Munit ESO can basicly improve the pageranking and the quantity of visitors you receive. This will not only result from the fact, that your articles are further ahead in the search results, no this will also be the result of the possibility, that you can optimize your titles with keywords, where customers often are searching for.
The procedure will be the following: At first a token for the account, which has to be optimized, has to be created. Now Amboseller will import all items of the eBay account. Articles with same title, that are listed in the same category will be merged.
Then a title consisting of the most frequently used search terms in reference to the category and the main word will be suggested. Afterwards you have the possibility to to edit this suggestion. Furthermore you can add Item-specific attributes for every single item. After you have saved your changes, Amboseller ESO will automatically overwork the items, you want to edit. In constant intervals Amboseller scans your eBay account for items, that haven’t been optimized yet. Another kind to optimize your items are the watcher accounts, you can add. These watcher accounts can automatically watch your items. Because of the fact, that every account can only watch 200 items, we have integrated a rotation function, that will watch the articles, that will end soon and then rotate, so that the next 200 items will be watched. All of these three arrangements can basicly improve the page ranking of your items and let appear them further ahead at the search results. Additionally Amboseller ESO affords relevant information about the succession of the best match items. So you can for example hav a look at the Top 100 of the most popular items of a category or a keyword. There you also have the chance to see, how mandy watchers these items have. In addition Amboseller ESO affords information like the most frequent used keyword or category based search terms.
Emphase 2: The new search
By the end of august 2008 altogether 15000 (!) sub-categories will be closed and the main-categories will get new Item-specific attributes. We also can assume that new search will be imminent. (eBay: new search). But already yet after the closing of most of the categories a rethinking is mandatory, when you wanna make sure, that your items will be found. By making use of the new search your are for the most part not longer able to restrain the result by using categories, now you can restrain the search results only with Item-specific attributes. To test the Item-specific attributes we have searched for a digital camera by using the Item-specific attributes – we have found 62 articles. Now when we use the default search by typing in the model, we will find 158 cameras. This means that the mass of the sellers do not / or do not completely fill out the Item-specific attributes.
Amboseller ESO can add these Item-specific attributes and arrange a better findability for your items. Furthermore Amboseller ESO can show the most popular Item-specific attributes. As customers because of the closing sub-categories are not anymore able to grub the categories, they mostly will use the Item-specific attributes, which will become more and more relevance.
But with the new search just another aspect is connected: Instead of before, not only the item title be searched, in the future the articles also will be shown, that are listed in relevant categories or already includes the relevant search term in the Item-specific attributes. This means that keywords, which are included in the title and the Item-specific attributes, can be removed from the title and the item although will be found.
The limited up to 55 signs title, which is important for the findabilaty of the item, now can be filled out with other relevant keywords. These keywords you can viewed category based as well as keyword based. By using furhter important keywords in the item title, the items will be found more frequent. This is where the third emphase approache
Emphase 3: Keyword optimization
The perfect title – the solution for a high selling rate ? Not only. But no part of the description is as important and variable as the title. When the title is filled with relevant keaywords, a better findability will be assured. Amboseller ESO suggests an optimum title. Amboseller ESO goes about it like the following: The program outpputs relevant keywords per item – based on the category, where the article is listed in on the one hand and on the other hand in reference to the so-called “main word” of an article. This main word like “iphone” must be assigned by the seller at first for every single item. After this, the most important keywords in reference to the main word will be output. Now the seller can decide out of which keywords the title should be generated.- category based, main word based oder both of them. Amboseller ESO will hereupon suggest the optimum title, but this title has to be checked at first – cause not all frequently searched terms are in relation with your offered item. Please also have a look at the eBay guidlines, particularly about keyword spamming. (eBay: search manipulation). By using keywords, customers often are searching for, your items will be found more frequent. New on this is particularly, that Amboseller ESO is the first tool ever, that combines the research with the possibility of a direct change of your items. So Amboseller ESO can identify items with same title, which are listed in the same category and overwork them automaticaly, if a optimized title for this already has been released by the seller. Beside the the overworking of these data, Amboseller ESO can also edit the return policy.
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