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Enhancing eBay Search Visibility & Classification Strategies

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On September 27, 2012, Tom Wagstaff, Best Match Manager of the eBay Search team, discussed the critical connection between search visibility and successful transactions. The focus was on understanding search impressions and item page clicks as key indicators of performance. Thus, maximizing visibility is just the first step. By aligning with buyer expectations and preferences, sellers can increase their sales and ensure a more effective search experience on eBay. Discover how search classification plays a vital role in achieving business goals.

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Enhancing eBay Search Visibility & Classification Strategies

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  1. ® Search Visibility & Classification27 September 2012 Tom Wagstaff, Best Match manager, Search team, eBay
  2. Search Visibility
  3. Search Impressions VISIBILITY IS JUST THE FIRST STEP TOWARDS A SUCCESSFUL TRANSACTION View Item page clicks Sales
  4. WHAT BUYERS WANT FROM SEARCH
  5. HOW YOUR LISTINGS GET VISIBILITY
  6. GIVE YOUR LISTINGS A CHANCE TO BE SEEN
  7. GET YOUR LISTINGS HIGHER UP IN SEARCH http://pages.ebay.de/help/sell/listing-analytics.html
  8. ..BUT WE ALSO HAVE A RESPONSIBILITY TO OUR SELLERS Fair Competition Tools
  9. LISTING ANALYTICS
  10. Search Impressions KEEP CREATING BEST IN CLASS LISTINGS & FOCUS ON YOUR LISTING FUNNEL View Item page clicks Sales
  11. Classification Overview
  12. CLASSIFICATION’S PURPOSE IS TO PROVIDE STRUCTURED DATA ABOUT THE INVENTORY ON OUR SITE Sellers provide us with Categories Item Specifics Buyers interact with Navigation Filters Item Details
  13. WE ARE WORKING TO UPDATE & REDESIGN CLASSIFICATION ACROSS THE SITE Alignment Across eBay sites (where market differences allow)
  14. Seller Release 12.1 Seller Release 12.2 CATEGORY AND ITEM SPECIFIC CHANGES 2012 Baby Clothes, Shoes & Accessories Computers/Tablets & Networking Home & Garden Sound & Vision Toys & Games Computers/Tablets & Networking DVDs, Films & TV Home & Garden Jewellery & Watches Music Musical Instruments Vehicle Parts & Accessories
  15. WE ARE WORKING TO UPDATE & REDESIGN CLASSIFICATION ACROSS THE SITE
  16. OUR TOOLS ENABLE US TO GATHER QUANTITIVE DATA ON HOW A NEW STRUCTURE PERFORMS
  17. UP-TO-DATE CLASSIFICATION ON LISTINGS IS IMPORTANT TO MAXIMISE VISIBILITY TO EBAY BUYERS Tips Make sure your item is listed in the correct category Fill in as many of the eBay recommended item specifics as possible As much as possible, it’s best to use the eBay recommended item specifics and item specifics values
  18. WE USE THIS DATA TO CREATE MORE ENGAGING EXPERIENCES
  19. twagstaff@ebay.com
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