Fine-tuning: how to effectively SEO-optimize product cards on Ozon and increa...
Recommendations for promoting and search engine optimization of cards on a popular marketplace, secrets and techniques for increasing conversion - in the article from the Topface Media team .According to Data Insight , cited by Forbes, by the end of 2023, the number of active sellers on Ozon exceeded 253 thousand. Competition is high and, according to the same experts, will only intensify in 2024. Entrepreneurs trading on the marketplace need to use all promotion tools to win the fight for the attention of active buyers. According to Ozon , 87% of orders are made by users on the first page of search results. Therefore, one of the important methods for increasing sales on this marketplace is SEO cards.
What influences the card's position in the marketplace results
Ozon's search algorithm takes into account a social media marketing service number of factors when ranking product cards, and the platform itself offers sellers appropriate recommendations.
Content
Relevance of texts to the request, completeness of characteristics. We will tell you how to fill out the card correctly and optimize its texts for the Ozon search engine in the next section.
Competitive price of the product
Ozon offers to automate tracking with the “pricing strategy” tool.
Product and seller rating
The marketplace trusts stores with a high rating more and promotes their cards first, all other things being equal. One of the free ways to additionally influence the brand image on Ozon and the level of sales is to design a showcase.
information on the Ozone showcase
Example of information on the display window (source: Ozon sellers website)
The seller's rating is influenced by: the number of sales, participation in Ozon promotions, the quality of filling out his cards, the total number of positive reviews, the number of remaining items.
Number of reviews
Ozon offers to increase the number of product ratings and reviews by connecting the “Reviews for points” function.
Discounts and other promotional activities
The seller can conduct sales themselves or use Ozon tools (coupons, installments). By participating in Ozon promotions with discounts, the seller increases the card's potential to reach the top of search results.
Possibility of fast delivery
Ozon recommends storing products in its warehouses to speed up delivery and improve customer satisfaction.
Number of remains
Ozon shows product cards with large balances higher than those where stocks are running low.
Interest in the product (frequency of openings and purchases)
Attractive, informative cards will get more attention from users, they will be opened more often, which will have a positive effect on their place in the search results. It is better to use all types of content on each card: text, photos, videos, infographics. When thinking about the design, it is useful to look at the examples of competitors to stand out from their background.
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High-quality product photos from several angles should give the user a realistic idea of the product. 360° photos do this best, and should be included if possible.
The video cover and video in the gallery also make the card more noticeable.
Infographics allow you to quickly communicate the benefits of a product.
Infographics in Ozon product cards
An example of using infographics in a carousel
The marketplace also enables sellers to attract external traffic to their cards and improve SEO using contextual, native and targeted advertising in search engines, social networks and other sites. You can collect statistics and evaluate the effectiveness using Ozon's analytical tool using UTM tags.
Taking into account the criteria that Ozon's search algorithms rely on and following the marketplace's recommendations, the seller can influence the positions of their product cards.
How to optimize a product card on Ozon
Ozon search algorithms take into account the maximum relevance of the card content to user search queries. The more precise keywords the seller includes in the card texts during SEO setup, the higher the chances of attracting traffic.
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