Best SEO for Marketplace Websites Tips and Tactics in 2021

SEO for Marketplace Websites

Does SEO work for marketplace websites?

If yes, how do I get started with SEO for Marketplace websites?

Those are two commonest questions every multivendor website owner has, perhaps because of how highly competitive the online marketplace is.

Before we dive into the technicalities of SEO for marketplace websites, it is sensible to first explain what a marketplace website is and to also highlight the differences between a marketplace and an eCommerce website.

What is a Multivendor or Marketplace Website?

seo for marketplace websites - multivendor marketplace

In short, a Multivendor or Marketplace website is an online platform where multiple vendors come together to sell their products and services.

Examples of multivendor websites are Amazon and Aliexpress

Basically, all the vendors must be registered on the website in order to sell their products.


ecommerce websites - seo for marketplace websites - the seo hive digital solutions

eCommerce and marketplace websites are very similar, yet, distinctive.

The difference between the two lies in the size of the products and the number of active vendors on each platform.

There are three major differences between a marketplace website and an eCommerce store

  1. An eCommerce website is basically for a single seller while a multivendor website can have thousands of sellers.
  2. An eCommerce website usually has a smaller product inventory than a multivendor website mainly because the more the sellers, the more the items in inventory.
  3. Complexities – an eCommerce website is usually less complex in design and operations as compared to a multivendor website.

How to do SEO for Ecommerce Websites?

SEO for marketplace websitesIt is highly important these days for your online marketplace website to rank top on the search engine.

To make this happen, there are certain things you need to know and take into consideration in your SEO for marketplace websites.

1. Keyword Research

In search engine optimization, you cannot downplay the importance of keywords.

It is important to understand which keyword is best for organic ranking.

Rather than using short tail keywords, it is more suitable to use long-tail keywords. This gives you a higher chance of ranking.

Short tail keywords are usually between one and two words. They are highly competitive as opposed to long-tail keywords which are usually between 3-5 words.

Keyword cannibalization is also a huge problem in keyword application. This happens when you use the same keywords on more than one page on your website.

This means that you have duplicate pages on your website trying to rank for the same position.

The downside of this is that it weakens your chances of ranking and reduce traffic.

To make your keyword research easier, you can use Ubbersuggest.

2. Optimize Your Website for Speed

This is a technical SEO factor.

You should ensure your website doesn’t take more than 3-4 seconds to load.

Most visitors are not patient enough to wait so long for your page to load.

Once so much time is wasted, they exit your website and move on to the next.

This pulls your website down the SERP page when it becomes a regular occurrence.

3. Ensure Your Website is Mobile Responsive

This means that it should automatically be able to fit the screen size of the device used to access it.

A lot of people shop on their Mobile phones and you don’t want to make the process hectic for them.

4. Ensure You Add Products Reviews

This is an important local SEO ranking factor and can be an important CTR factor when doing SEO for marketplace websites.

Many customers are likely to buy from you when they see a positive comment from another customer.

Again, they are most likely to refer their friends to make purchases. Hence, you should leverage this.

The Role of Website Health in SEO for Marketplace Websites

Website health is a tool that helps you monitor how your site is doing.

When your website is not properly functional, it can affect your website ranking.

There are some tools you can use to check your website site health. However, you can easily check your WordPress site health with these easy steps.

SEO for Marketplace Websites Health Check

  1. Step one: Go to your dashboard
  2. Step two: Click on tools and go to site health.
  3. Step three: Once you click on-site health, WordPress runs a website analysis. Shortly after, your site health status is displayed.

You will notice a colored circle at the top of the page. If it displays green, your site is healthy.

If it displays yellow, your site needs to be improved.

Lastly, if it displays red, you need to work on your site health immediately.

A website’s health check is one of the easiest ways to determine if your marketplace website is performing optimally or not.

It can also be a big indicator for an optimization opportunity which you can fix with your SEO for marketplace website tactics & strategies.

What is search engine optimization (SEO)?

Search engine optimization – SEO describes the process of increasing the visibility of a website in search engines for the purpose of driving relevant organic website traffic to the website from search engines.

There are 4 parts to modern SEO for marketplace websites that must be continually audited and updated.

Technical SEO, On-page SEO, Off-page SEO, and Content Marketing.

Technical SEO is the act of improving the technical aspects of a website in order to improve the rank positions of its pages in the search engines.

The key technical components of a marketplace website that must be optimized for SEO are speed, site URLs, crawl update, website responsiveness, structured data markup, etc.

On-page SEO is the act of improving the on-page elements of a website in order to improve the ranking of the site’s pages in SERP.

A marketplace website with a poorly optimized on-page SEO will be difficult to rank for a keyword in SERP.

Some of the most important on-page SEO factors are page title, keyword density, user experience, content optimization, image alt optimization, etc.

Off-page SEO is the act of building a website reputation vi link building, citation, PR, and social media.

In fact, off-page search engine optimization is considered as the most important ranking factors by Google.

Content Optimization ever heard the phrase “content is king”? Content has become the fourth pillar of SEO.

Content optimization simply refers to how your content is structured and your keyword density.

Website content can be a simple blog post, video, podcast, animation, infographic, etc.

How to do SEO Audit for a Marketplace Website?

As mentioned above, the success of your SEO for marketplace websites depends on your ability to identify new optimization opportunities.

The question now is, how to do SEO Audit for a Marketplace Website?

Below are the 7 simple ways to new SEO opportunities for marketplace websites:

  1. Analyze your website speed with GTMetrix
  2. Analyze your website backlink profile with Ahrefs
  3. Analyze your keyword using Google Keyword Planner and Ubersuggest
  4. Spy on your competition with SEMRush
  5. Check your website responsiveness
  6. Check for schema markups
  7. Analyze your on-page with site checker.

The Four Types of SEO for Marketplace Websites

There are four basic types of SEO for marketplace websites are;

  1. On-page search engine optimization (SEO)
  2. Off-page search engine optimization (SEO)
  3. Local search engine optimization (SEO) and
  4. Technical search engine optimization (SEO).

Marketplace websites are very unique and the only three types of SEO tactics relevant for marketplace websites are the on-page SEO, off-page SEO, and Technical SEO.

How does SEO for marketplace websites work?


Search engine optimization works a bit differently on multivendor marketplace websites.

This is because web pages are dynamically created.

Therefore, sellers on multivendor websites are oftentimes mandated to follow some strict guidelines while adding products to the website.

Some of the important fields that must be added during product set up are:

  1. Product Title – which can also represent the page title.
  2. Product images – most multivendor platforms will not publish any product with anything less than 7 images.
  3. Product description – comprehensive product description which can double as the SEO description of the page. A lot of multivendor websites would mandate sellers to add product descriptions with at least 500 characters.

Once this information is added, it is dynamically fed and optimized into the page property.

What is the genesis of SEO for marketplace websites?


Since online shopping was invented in 1979 by Michael Aldrich, the basic objective has been the same; connect customers to products online at incredible speed.

We live in a fast-paced world and the only way to stay ahead of the competition at all times is if customers are able to find your products very quickly.

This need is the same for every online business and what was birthed SEO for marketplace websites.

Customers must be able to find your products before they can buy them and a search engine is a primary way that customers use to find products online.

Why your marketplace website needs a comprehensive SEO strategy?

Since search engine optimization (SEO) is the art of acquiring organic traffic from web search engines (typically Google, Bing, etc).

In most cases, this means improving the positions or ranking of your website pages for specific search terms or keywords in order to acquire free traffic from Google.

Google remains the dominant search engine with more than 90% of the market shares in some geolocations such as Africa, Australia, Canada, etc.

Available stats show that Google users perform more than 80,000 search queries every second.

Therefore, there is an unlimited traffic opportunity with Google and why your SEO for marketplace websites strategy must be designed with Google rank in mind.

Technical SEO: the hidden engine of marketplace growth

Technical SEO can potentially supercharge your online marketplace growth.

What is technical SEO?

Technical SEO is the type of SEO that focuses on the non-content or structural aspects of your site.

The purpose of optimizing the technical elements of your website is to enhance your site’s usability and efficiency. Some of the important technical elements you want to optimize on your online marketplace website are:

  1. Crawl errors
  2. XML Sitemap
  3. Robot.txt file
  4. Keyword cannibalization
  5. Broken link
  6. JS & CSS Minification
  7. CDN Setup
  8. Etc.

Now that we know that technical SEO for marketplace websites is a worthwhile pursuit, let’s have a closer look at the other 7 quick ways to do SEO for marketplace websites.

What is the place of keyword research in SEO for marketplace websites?

seo for marketplace websites - what is a keywordNo SEO strategy is complete without comprehensive keyword research.

One of the major hurdles to overcome when setting up keywords for your SEO for marketplace strategy is how to find the right keyword type.

Keyword research works a bit differently for SEO for marketplace websites.

The right approach is to find long-tail, low competition, and high volume transactional keywords.

Types of keywords for SEO for marketplace websites

There are four basic types of keywords namely:

  1. Shorttail keywords
  2. Longtail keywords.
  3. Geo-targeting
  4. Transactional keywords
  5. Navigational keywords
  6. Informational keywords
  7. Latent Semantic Indexing (LSI) keywords
  8. Vertical keywords
  9. Low competition keywords
  10. High competition keywords

All of these keywords have their special strength that can multiply your marketplace SEO efforts when used in a strategic manner. Typically, you want to research longtail, low competition, transactional keywords

7 Proven SEO for Marketplace Websites Tips & Strategies

Customers search Google and other search engines using transactional queries or keywords, which are matched against the information (title, description, etc.) you provide for a product.

Key factors such as the degree of text match to customers’ queries, price of your item, availability of the products, website reviews, and sales history will help to determine where your product appears in a customer’s search results.

By providing relevant and comprehensive information for your products, you can increase your product’s visibility and sales.

Without much further ado, let’s dive into the 10 ways to boost a multivendor rank in SERP through search engine optimization (SEO).

1. Improve your website speed

Website speed is one of the most important factors that affect the performance of your SEO for marketplace websites.

The website speed is a direct and indirect ranking factor. Website speed became a ranking factor since Google released its algorithmic speed update.

Also, website speed can affect the ranking in SERP by increasing the bounce rate and reducing dwell time.

Since online commerce is highly competitive and dynamic, improving your website speed should always come first. A few things you can do to improve your page speed are:

  1. Minify (or compress) your Javascript, CSS, and HTML files.
  2. Reduce your image files (optimize your web images to less than 20kb in size).
  3. Do not host your videos locally – it is always better to host your videos on YouTube or on Vimeo and link to your website to improve loading speed.
  4. Setup CDN to improve your website speed – you may need to discuss with your web host to figure this out or reach out to our team to help out
  5. Migrate your website to a better hosting company.

The above steps are quick simple and easy to implement. Optimize your website speed today to rank your multivendor marketplace better in search engines.

2. Go secure - SSL

Which better way to show prove your credibility and to show that you are serious about privacy, and the protection of user data other than a secure website?

Asides the factor that Google already listed SSL as a weak ranking signal, a secure website also adds a lot of credibility to your website.

All website hosting companies have some form of SSL (free or premium) available and you only need to talk to them to get started.

3. Use Microdata or schema markup

Structured Data are formatted descriptions in your web pages that tell search engine crawlers more about the content of your those pages.

It helps search engine crawlers to better understand your page and improve the indexing of your website.

Schema Markup also helps search engines (such as Google and Bing) to display additional information about your web pages via the so-called rich snippets.

Rich snippets in search results include additional details such as business hours, reviews, product details, breadcrumbs, etc that appear alongside your web pages in SERP.

Rich snippets generally improve the organic click-through rate of your web pages which is a key component of SEO for marketplace websites.

SEO for marketplace websites

Structured data is also an important piece of SEO for marketplace websites because it increases the chances of your business appearing in Google Maps as well as Knowledge Graph cards.

SEO for marketplace websites

4. Make your website responsive

One SEO factor for multivendor marketplaces you can’t afford to skip is the responsiveness of your website. This is because more people use mobile devices than desktops in recent times.

Mobile devices are also important channels for researching products and services. A responsive website simply means a website that can be easily accessed on all types of devices.

SEO for multivendor websites

So you definitely need to improve your mobile conversion rate for SEO for marketplace websites.

5. Improve your user navigation

Ever been lost?

Well, chances are that you haven’t.

A website with poor navigation elements or placement makes you feel lost. Users are not able to easily navigate through the website which leads to a high bounce rate.

Good website navigation helps your users to be able to easily find products, categories, or whatever they are looking for on the site.

Although website navigation isn’t a ranking factor, however, it indirectly affects page rank in search engine result pages (SERP).

  1. Good website navigation reduces the bounce rate of a website.
  2. Good website navigation helps with user experience.

6. Lower website bounce rate

Since the latest Google algorithmic update, the bounce rate has become an important factor in page rank.

The bounce rate of a website is the percentage of visitors that left the landing page of a website without interacting any further with the page or site element.

The bounce rate of a website measures the relevancy of the site. Search engines believe that nobody would bounce on a website that has interesting content.

Therefore, the higher the bounce rate of a website, the lower the page rank in SERP.

Lowering the bounce rate of a website should be one of the key elements of your SEO for marketplace websites template

7. Supercharge with link building

A website with no backlink is a website not going anywhere.

Good and quality website backlinks remain the most important SEO ranking signal. and it is very unlikely for a web page with no backlink or poor backlink strategy to rank in search engines.

The next phase of optimization after fixing all your on-page and technical SEO issues on your eCommerce site is to get backlinks to your site.


In order to increase sales and revenue via your multivendor marketplace website, you must be able to drive the right traffic to the business website.

Implementing the quick strategies discussed in this SEO for marketplace website guide will help you to attract the right audience and increase your revenue.

Not sure how to get started? Talk to us to get started!

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