What benefit do keywords have for your brand on an online marketplace?  

When you search for a specific product on an online marketplace, you usually have keywords in mind that you want to enter into the search bar. These words are also called keywords and are an important factor for the success of your brand. Simply put, keywords are words or phrases that users enter into search engines to search for specific information, products or services. This is because the goal of the search engine is to always present the searcher with the right result for their search. And so that you become the right result for the customers, it is important to store keywords with your products. When thinking about which keywords fit your brand or product, you should know that there are several ways to formulate a keyword.

The different types of keywords for an online marketplace

Short Tail Keyword: Keywords that consist of very few words or only one word are also called short tail keywords. Examples of such keywords would be "dress" "red t-shirt" or "t-shirt dress".  

Longtail Keyword: Keywords do not have to consist of only one or two words. A whole sentence can also be a keyword and used to attract customers to your products faster. However, they have a lower search volume than keywords consisting of three or fewer words. An example of a long-tail keyword would be "website for clothing from different brands".

Negative Keywords: When thinking about which keywords fit your product, words or phrases that don't fit also come to mind. Using these words is also important to avoid unnecessary clicks and impressions on your products, because negative keywords describe words where your products should not appear.

What advantages do keywords bring to your brand on online marketplaces?

‍
Keywords play a major role when connecting to an online marketplace. As you can see from the paragraphs above, they bring a lot of advantages for your brand, which you definitely don't want to miss:  

Increased visibility: As mentioned above, the use of keywords that match the brand and the product has the advantage that potential customers become aware of the brand's offers more quickly. When customers search for products that match the brand's offer, its offer appears higher in the search results.

Targeted advertising: By using keywords, targeted advertising can also be placed on online marketplaces. For example, using keywords that target specific groups of customers can ensure that your ads are only shown to those customers.

Effective marketing: By using keywords on online marketplaces like Zalando or About You, it is possible to improve your brand's marketing strategy by creating content that targets specific search results from potential customers. This can also improve the visibility of your brand in the online marketplace.

How to find the right keywords for your brand

When connecting to an online marketplace like Zalando or About You, it is important to keep in mind that there are many brands with similar products. To make your products stand out from the competition, you should use strong and appropriate keywords for your brand. Since it is sometimes not easy to find the right words that describe your products perfectly, you should follow some steps and follow them.  

Step 1: At the beginning you should write down and collect all your thoughts and ideas in order to get a better overview of the words you can think of for your product. This step is very important and should not be neglected. The following questions should be asked and the answers should be written down somewhere:

What product do I have in front of me?  

What is the unique selling point of the product that sets me apart from the competition?

What words or phrases would I use myself to find the product?

How would a person describe my product who has never heard of it but is looking for something exactly like it?  

It is very important to take the perspective of the potential customer during the brainstorming part and try to think like them. Try to use words that are not too technical and might not be familiar to the customer.  

Step 2: Once you have decided on a few words or phrases that should apply to your product, you can test them using a search engine. Enter the selected words into the search bar and see what comes up. This has the advantage that words are suggested to you that you have not yet considered. If they fit to your product, the keywords can be noted and used for your product. On the other hand you can check if the keywords lead to the results you wanted to achieve. This way, many words can be discarded or adjusted again. Also the analysis of the competition by testing the keywords is not bad for the development of your keywords.

Step 3: Before you link your products to an online marketplace, the keywords you have chosen should be adjusted again and you should consider what the unique selling proposition of the product could be. This way you can stand out from the competition and increase your ranking. Especially the long-tail keywords can be used to describe your product in more detail.  

Step 4: During all the steps and considerations as well as checks you have added or deleted keywords again and again because some do not fit optimally. Now it's time for the keyword evaluation. Which keywords fit best to highlight your brand on an online marketplace? To be able to answer this question there are a few steps you should consider:  

Relevance: how important is the keyword for you and your brand? Is it the best description for your product?

Search intent: do the search results match the product you want to describe?  

Competition: how big is the competition for the keyword? Is it feasible to keep up or are there other keywords that are better to use?

Search volume: How high is the search volume, i.e. how often is it searched for by customers in the online marketplace? Is it a popular keyword or rather not?  

When connecting to an online marketplace such as Zalando or About You, it is therefore important to provide products with suitable keywords in order to stand out from the competition and attract the attention of customers. When doing keyword research, you should always put yourself in the shoes of your customers and think about how they might search for the product. It's also important to test your keywords enough to make sure they match the product perfectly. If you are still struggling with the connection to an online marketplace and the research of suitable keywords, our team of experts can assist you at any time and guide you through the connection.

‍