SEO for marketplaces: A guide to growing online visibility

The role of Search Engine Optimisation (SEO) in shaping digital marketing strategies for online marketplaces is undeniably paramount. Leveraging SEO for marketplaces is the pathway to increased visibility on search engines like Google, leading to a surge in organic traffic and the attraction of potential customers.

To successfully employ SEO in your marketplace, it’s vital to consider numerous crucial elements that collectively form a robust strategy. This guide aims to delve into these elements, offering an all-encompassing guide to marketplace founders who are eager to optimise their marketplace platforms for search engines effectively.

What is SEO for marketplaces?

Before we explore the various aspects of SEO for marketplace websites, it is important to have a clear understanding of what exactly SEO for marketplaces is. SEO, short for Search Engine Optimisation, is the technique of optimising a website to enhance its visibility on Search Engine Result Pages (SERPs). When applied to marketplaces, this involves the use of specific methodologies and strategies to ensure your platform ranks higher in search results when potential customers search for products or services that fall within your domain.

Marketplaces are presented with unique challenges in the realm of SEO. Such platforms typically encompass an extensive array of individual product or service pages, necessitating a well-structured site architecture and making sure that search engines can effectively crawl and index your content. Moreover, as marketplaces usually host multiple sellers or service providers, the battle for search visibility can be intense, making it all the more vital to employ a comprehensive and targeted SEO approach.

SEO for marketplaces comprises a blend of technical, on-page, off-page, and content-related optimisation techniques. These strategies are designed to augment your platform’s user experience, enhance your website’s authority and credibility, and ascertain that your content is relevant and engaging for your target audience. By adopting a holistic SEO approach, marketplace founders can boost their platform’s visibility in search results, generate traffic, and ultimately, escalate conversions and revenue growth.

Technical SEO

Technical SEO revolves around organising your website architecture in a manner that is both user-friendly and intuitive. This implies ensuring simple navigation, minimising load times, and optimising your marketplace for various devices, including mobile phones and tablets. By crafting a smooth browsing experience, you augment the likelihood that users will linger on your platform and interact with your content.

Schema Markup

Assisting search engines in understanding your content by incorporating schema markup or structured data is an integral part of SEO for marketplaces. This coding language aids search engines in better understanding your products, services, and content, which subsequently enhances your organic search result rankings. By utilising schema markup, you provide invaluable context to search engines, ensuring your marketplace is accurately and effectively displayed within search results.

UX (User Experience)

Guaranteeing a positive and engaging experience and a visually appealing, responsive, and user-friendly marketplace website is vital for luring and retaining visitors. By focusing on User Experience (UX), you ensure that your platform is not only aesthetically attractive but also easy to navigate. A positive UX promotes repeat visits and cultivates a loyal customer base, contributing significantly to your marketplace’s success.

Mobile-First Indexing

Given the growing ubiquity of smartphones and tablets, Google has embraced a mobile-first indexing strategy, rendering mobile optimisation a priority for all websites. Consequently, it’s imperative to ensure that your marketplace is fully optimised for mobile devices, delivering seamless navigation and swift loading times. This not only improves user experience but also enhances your chances of ranking higher in search results.

On-Page SEO

Enhancing individual pages for optimal performance – On-page SEO is the methodology of improving individual pages to enhance user journeys and render them SEO friendly. This involves refining components like titles, headings, URLs, and meta titles and descriptions based on keyword research. By optimising these elements, you increase the likelihood that search engines will prioritise your marketplace in their rankings, thus driving more organic traffic to your platform.

Keyword Research

Targeting the appropriate audience Identifying and targeting the most pertinent high search volume keywords for your marketplace is essential to lure the right audience and improve your search result rankings. Comprehensive keyword research enables you to comprehend the terms and phrases your potential customers utilise, allowing you to customise your content and SEO strategy accordingly. By emphasising the most relevant keywords, you enhance your chances of ranking higher in search results and driving targeted traffic to your platform.

Content Creation

Producing informative, captivating, and unique content forms the crux of any successful SEO strategy. By generating high-quality content that resonates with your target audience, you motivate users to remain on your platform, share your content with others, and ultimately convert into customers. Regularly refreshing your marketplace with fresh, relevant content also signals to search engines that your platform is active and valuable, escalating your chances of ranking higher in search results.

Conversion Rate Optimisation (CRO)

Conversion Rate Optimisation (CRO) is the methodology of continuously testing and improving your marketplace’s user experience and content to boost conversion rates and generate more revenue. By focusing on CRO, you can identify areas of your platform that may be causing friction for users and implement modifications to enhance their experience.

By simplifying user journeys and refining your content, you increase the likelihood that visitors will complete desired actions, such as signing up, making a purchase, or sharing your content. As a result, your marketplace can experience increased revenue generation and sustained long term growth.

Link Building

Securing high-quality, relevant backlinks is a crucial aspect of SEO for marketplace websites. By building a solid backlink profile, you elevate your platform’s authority and credibility as an online business, which positively impacts your search result rankings. Link building involves reaching out to reputable websites, blogs, and influencers within your niche, requesting them to link back to your marketplace. By securing links from authoritative sources, you signal to search engines that your platform is trustworthy and valuable, increasing your chances of ranking higher in search results.

Who should take on SEO for marketplaces?

As a marketplace founder, you might be contemplating who should bear the responsibility for implementing SEO for your platform. While the answer may vary based on the size, nature, and objectives of your marketplace, it is vital to acknowledge that SEO is a continuous, collaborative effort that often involves a combination of internal teams and external expertise. Below, we investigate various options for managing SEO for your marketplace.

SEO marketplace specialists

Collaborating with a reputable marketplace SEO specialist, like markko, can be a good choice for marketplaces seeking extensive, ongoing support for their SEO endeavours. SEO specialists typically boast a team of experts with diverse skill sets, allowing them to provide a holistic approach to your platform’s SEO strategy. Moreover, they often have access to advanced tools and resources that may not be readily available to in-house teams or freelancers.

In-house team

If your marketplace is equipped with an in-house marketing team, it may be beneficial for them to undertake your platform’s SEO efforts. Having a dedicated team working on your marketplace’s SEO ensures that they possess a profound understanding of your business, target audience, and unique challenges.

SEO freelancers

Engaging SEO freelancers can be an option for smaller marketplaces or those with limited resources. Freelance SEO experts typically have experience working on a variety of projects, which can be advantageous in terms of bringing fresh insights and diverse expertise to your marketplace’s SEO strategy. However, it’s important to meticulously assess potential candidates to ensure they have a proven track record of success in SEO for marketplaces.


Implementing SEO for your marketplace effectively requires a multifaceted approach that addresses various aspects of your platform. By focusing on technical SEO, schema markup, UX, mobile-first indexing, on-page SEO, keyword research, content creation, conversion rate optimisation, and link building, you can establish a solid foundation for your marketplace to flourish in the digital landscape.

By staying abreast with best SEO marketplace practices, measuring its success, and continuously refining your strategy, you can ensure your marketplace remains competitive and continues to attract the right audience. This in turn will drive organic traffic and grow revenue.

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