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Member Workshop: Keywords are the Key to Success - May 21
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Last Post May 21, 2007 10:12 AM by: deirdre@ebay.com
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Member Workshop: Keywords are the Key to Success - May 21

Apr 30, 2007 12:37 PM
Topic: Member Workshop: Keywords are the Key to Success

Host: biznesswriter
Date: Monday 05/21
Time: 09:00 a.m. to 10:00 a.m. Pacific time
Location: Workshop Board

Description: Did you know that at least 80 percent of online browsers (including eBay shoppers) search for items using keywords? When used wisely, keywords can be your key to success! Please join Charlene Davis, author of “How to Sell Clothing, Shoes & Accessories on eBay” and co-author of “Make Big Profits on eBay,” as she chats with members about the importance of using strategic keywords in auction titles and listings. We’ll also go over eBay’s Keyword Spam policy and how to avoid using inappropriate keywords that may confuse and discourage potential buyers.

Cheers,

Deirdre
eBay Community Development
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:21 PM
Introduction

Hi everyone! I’m Charlene Davis, author of “How to Sell Clothing, Shoes & Accessories on eBay” (Entrepreneur Press, 2006) and co-author of “Make Big Profits on eBay” (Entrepreneur Press, 2005). Today I want to talk about the importance of using strategic keywords in your auction titles and listings. When used wisely and appropriately, these gems can be your key to a successful eBay business.

I’m going to open up the workshop with some of my own thoughts and ideas on keyword strategies; then after I have finished posting that material, I hope some of you will join in with your own tips and tactics and/or questions.
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:23 PM
Did You Know?

Although at least 80 percent of online browsers search for items using keywords, a surprisingly large number of eBay sellers overlook their enormous potential to drive traffic to their listings. For this reason, appropriate keywords are critical for both the auction title and description.

The main key is to use as many legitimate searchable words and phrases in your title and description as possible to be sure your item will come up when bidders are looking for something.
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:24 PM
Think Like a Buyer

With more than 80 million searches conducted on eBay every day, you have to think about how buyers will find you. Knowing exactly what your customers are looking for can help you write better titles and descriptions so they can find your auctions.

By default, eBay conducts keyword searches on auction titles only if the buyer doesn’t check the box to “Search title and description”. This means your title needs to include the keywords that someone who is looking for your item might conduct a search for. Be creative in the language you use in your titles, but avoid keyword spamming which I will discuss in more detail later in this workshop.

Although misspellings are usually the kiss of death, grammar can be sacrificed for the sake of squeezing in additional keywords. Think of everything your item relates to, and figure out how you might be able to get as many of those words as possible into your title. I’ll provide a couple of examples in a few minutes.
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:26 PM
Attention-Grabbing Titles

As I just mentioned, auction titles with accurate keywords are critical. There are millions of listings that people have to wade through every day, so make yours stand out by using descriptive keywords that clearly convey what you’re selling. Get ideas by browsing closed listings for similar items and see which titles drew high closing prices.

eBay allows 55 characters (letters and spaces) for your listing’s title; make each one count. Your title must make a prospective bidder want to learn more about your auction. Though you might see them often, devices such as “L@@K” and excessive exclamation points waste precious space and don’t attract additional bidders because they are not looking for those terms. Use all caps sparingly and only to make certain words stand out.
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:27 PM
Small Details Matter

Someone who is trying to sell a basic, white blouse is simply going to cough up listing fees without anyone looking at it if they don’t use essential keywords in the title. Even if it’s new-with-tags (NWT), there is a high likelihood it will get lost in the crowd of 5,000 other white blouses that are currently up for auction unless it has a coveted designer label.

Figure out what is unique about that particular blouse. Could it be classified as vintage wear that is no longer made? Does it have special embroidery or lace; is it dressy or casual? Let browsers know if the blouse can be paired with a square dance skirt or worn under a sarong by adding relevant keywords.
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:30 PM
Auction Title Examples

The following example illustrates what NOT to do. The entire title is in all caps, has two misspellings, and does not give a size.

Poor Example: CHANEL 2 PEICE SKIRT SUIT MOUVE 100% AUT. NWT

Unfortunately, the auction above did not close with a sale. On the other hand, the example below highlights the designer’s name in all caps, indicates the size, color and style, as well as the retail price. In addition, the seller has added three relevant keywords that buyers might use looking for this type of garment: top, blouse, shirt.

Good Example: CHANEL Casual White Top Blouse Shirt Sz 42 NWT $990

The following is another good example for listing a white blouse that can be used for square dancing:

Good Example: Square Dance White Shirt Blouse Ruffle Collar Size L
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:32 PM
Keyword Brainstorming Ideas

At eBay Seller Central put your finger on the “eBay Pulse” (Link) to see what items buyers are watching and searching for the most often.

Use Overture’s free keyword suggestion tool found at: Link. Keywords will be ranked in order of popularity giving you a better idea of what types of searches people have recently conducted online.

Google AdWords (Link) has a keyword tool that helps to generate potential keywords based on Google statistics and search performances.
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:33 PM
Avoid Keyword Spamming

Avoid something known as “keyword spamming”—including words in your title and description that are not actually related to your item just because you think buyers would find those words appealing and because they are words a search would pick up. This is against eBay’s listing policies.

For a better understanding of eBay’s keyword spamming policy, I highly recommend that sellers take eBay’s Search and Browse Manipulation Tutorial at:
Link
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:35 PM
Keywords and Compatibility

eBay has a section in their Keyword Spam policy (Link) that addresses “compatibility.” Sometimes sellers use brand-names to indicate their item is compatible with the product of a specific designer, which can cause confusion about who the manufacturer truly is. The policy states (in part): “Sellers may not mislead buyers into believing they could be purchasing a product made by the same company that makes the brand or model with which compatibility is claimed.” To avoid confusion sellers are recommended to include words such as “compatible with” or “fits” in the title and description.
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:37 PM
Comparison Keywords

Sellers also are not allowed to make comparisons in an auction title, although they can in descriptions. The reason for this is because it creates a poor shopping experience for buyers by returning search results they are not interested in. Some comparison words that are prohibited are: “like”, “style”, “similar”, “inspired” or “lookalike.” That means if you have a used Gucci wallet that is in excellent condition, you cannot say that it is “like new” in the title. But you can in the description, while extolling the wallet’s other merits and including other relevant keywords.
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:39 PM
Look Closely at Your Competitors

Research completed auctions by looking at what keyword tactics successful sellers used in their auctions. You can do this using the Advanced Search feature and entering the appropriate keywords to find your competitors’ auctions. Then check the box for “Completed Listings Only,” ask it to sort by “Price: highest first,” and look for listings with a bold green dollar amount (red means the item didn’t sell).

Although eBay only provides information on closed auctions for two weeks, if you have found a couple of sellers whose previous auctions you would like to see, click on their feedback and you will be able to pull up links to those auctions for up to 90 days.

Many sellers invest in useful traffic analyzers to quickly and efficiently pick out strategic keywords, but if you have the time you can do it for free while picking up some extra tips along the way. Then test out applicable keywords in your own auctions and see if traffic increases.
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Member Workshop: Keywords are the Key to Success - May 21

May 18, 2007 2:46 PM
Hi everyone:

Please take a moment to read through the workshop material. We'll be back on Monday, May 21 at 09:00 a.m. Pacific time to answer any questions and respond to comments you might have workshop material.

See you on Monday,

Deirdre
eBay Community Development
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Member Workshop: Keywords are the Key to Success - May 21

May 21, 2007 8:56 AM
Welcome and thanks for joining us today!

We love workshops to be interactive, so please feel free to ask your questions that directly relate to this topic.

Added note: If you click on the "Watch this discussion" link, you will receive an email each time someone posts to the workshop.

Stop Watching: If at any time you no longer want to receive updates on a thread you are watching, just click on the link titled "Stop Watching Thread" found in the specific thread being watched. Also you can remove any watched thread by clicking on the "Watched Discussions" link located in the log in bar and deleting the watched thread.

If you're new to the discussion boards, please be sure to check out the board tutorial:

Link

A from our Legal Department: The statements and opinions made in this discussion board are those of the workshop host only and do not reflect eBay policy or eBay's opinion with respect to such statements.


Cheers,

Deirdre
eBay Community Development
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Member Workshop: Keywords are the Key to Success - May 21

May 21, 2007 8:59 AM
Good morning everyone! Glad you are joining us today. Once you have had a chance to review the workshop material, let us know your thoughts, questions, and comments.

Charlene
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