Just stumbled across a killer piece on Search Engine Journal by Kevin Indig: “Effective Marketplace SEO Is More Like Product Growth.” And honestly? It’s one of those articles that makes you slap your forehead and say, “Duh! Why didn’t I think of that?”

For years, we’ve treated marketplace SEO as just another arm of marketing – keywords, backlinks, the usual suspects. But Indig flips the script. He argues that truly effective marketplace SEO is product growth. It’s about building SEO into the very fabric of your platform. Think of it as not just optimizing content, but optimizing the entire user experience for search engines.

This resonates deeply. Consider Etsy, the poster child for marketplace success. Their SEO isn’t just about listing keywords; it’s intrinsically linked to how sellers structure their shops, how buyers search for products, and how the whole platform is designed. It’s a holistic approach that yields massive results.

So, what does this look like in practice? It means thinking about search intent at every stage of product development. For example, imagine you’re building a marketplace for freelance designers. Instead of just focusing on “logo design” keywords, you’d need to consider related terms like “affordable logo design,” “modern logo design,” “logo design for startups,” and bake those variations into your platform’s search functionality, category structure, and even seller onboarding process.

Why is this so critical? Because marketplaces are built on long-tail keywords. According to Ahrefs, 92.42% of all keywords get ten searches per month or fewer. This is where the volume is, and marketplaces, with their vast product catalogs, are perfectly positioned to capture it. However, you won’t capture it by simply throwing up listings. You need a system.

Indig also touches on how AI will likely disrupt this space, specifically focusing on its ability to automate tasks like keyword research, content generation, and even on-page optimization. I see it less as a threat and more as an opportunity to scale those “SEO as product” principles. AI can free up teams to focus on strategic initiatives, like improving site architecture or developing more personalized search experiences.

Here are my key takeaways from the article:

1. SEO is a Core Product Feature: Stop thinking of SEO as an add-on. Build it into your product roadmap from day one.
2. Focus on Long-Tail: Marketplaces thrive on long-tail keywords. Optimize for niche searches and specific user needs.
3. User Experience is King: A great user experience translates into better SEO. Site speed, mobile optimization, and intuitive navigation are non-negotiable. Think of core web vitals.
4. Embrace Automation: Use AI to streamline SEO tasks and free up your team to focus on strategy.
5. Data-Driven Decisions: Track your SEO performance religiously. Use analytics to identify what’s working and what’s not, and iterate accordingly.

Essentially, Indig is highlighting a shift in mindset. Marketplace SEO isn’t just about chasing rankings; it’s about creating a product that naturally attracts and converts organic traffic. It’s about building an experience that search engines love because it delivers value to users.

FAQ: Marketplace SEO as Product Growth

1. What exactly does it mean to treat marketplace SEO like product growth?

It means integrating SEO principles into the core design and functionality of your marketplace platform, rather than treating it as a separate marketing activity. This involves optimizing the entire user experience, from search functionality to product categorization, with search engines in mind.

2. Why is long-tail keyword optimization so important for marketplaces?

Marketplaces typically have a vast product catalog. Long-tail keywords represent specific, niche searches, allowing marketplaces to capture targeted traffic that is more likely to convert.

3. How can I improve the user experience of my marketplace for SEO purposes?

Focus on site speed, mobile optimization, intuitive navigation, clear product descriptions, high-quality images, and a seamless checkout process. The easier it is for users to find and purchase products, the better your SEO will be. Core Web Vitals are a good metric to track.

4. What role does AI play in marketplace SEO?

AI can automate tasks like keyword research, content generation, on-page optimization, and even personalization of search results. This allows teams to focus on strategic initiatives and improve overall SEO performance.

5. How can I measure the success of my marketplace SEO efforts?

Track key metrics such as organic traffic, keyword rankings, conversion rates, bounce rates, time on site, and revenue generated from organic search. Use tools like Google Analytics and Google Search Console to monitor performance and identify areas for improvement.

6. What are some common mistakes marketplaces make with SEO?

Failing to optimize for mobile, neglecting long-tail keywords, having poor site architecture, and creating thin or duplicate content are common pitfalls. Also, ignoring user experience and focusing solely on keywords can hurt your SEO in the long run.

7. How often should I update my marketplace’s SEO strategy?

SEO is an ongoing process. It’s important to regularly monitor your performance, adapt to algorithm updates, and continuously optimize your content and platform. Aim for a monthly review and adjustment of your strategy based on performance data.

8. What is the best way to handle duplicate content on a marketplace?

Use canonical tags to indicate the preferred version of a page to search engines. Also, encourage unique product descriptions from sellers and avoid duplicating content across multiple pages.

9. How important are backlinks for marketplace SEO?

While high-quality backlinks are still valuable, they are not the only factor. Focus on creating valuable content and a great user experience, and backlinks will often come naturally. Prioritize earning backlinks from reputable sources in your industry.

10. What are the key SEO considerations when launching a new marketplace?

Conduct thorough keyword research, plan your site architecture carefully, optimize your platform for mobile, and ensure your site is fast and secure. Also, create a content strategy that targets long-tail keywords and provides value to your target audience. Remember SEO is not a post launch, SEO is apart of the launch.