SEO optimization of cards comes first

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This is especially true for WB. The algorithm considers the product description in the same way as on the website. To create an effective description and take into account the necessary key queries, I use: Section “Popular queries” in your personal account. Service for selecting LSI phrases. Based on the desired basic query, it analyzes commercial sites and produces a keyword cloud. MPSTATS service for working with SEO: monitoring positions, selecting queries, checking product cards, etc. Selection of requests Common mistakes: "Copy-paste." Simply copying the product description from WB and using it on OZON may not work.

For example, on one marketplace you may come across a high-frequency Email List  request for “cutlery storage tray,” which can be used for the name of the product. On the other hand, users do not use it and such a name for this site will be irrelevant. Uploading data from the internal system without changes. Often large companies, in order to make their lives easier, automatically download data from internal systems, leaving product names unchanged. In the best case, there will be “product name + brand”; in the worst case, just an article number. It is almost pointless to write the brand in the name, unless it is an iPhone14, of course, or a similar product that will definitely not be searched for in any other way. Paid promotion Internal advertising - effective formats The most effective type of promotion on Wildberries and OZON is search advertising. This is due to the fact that in most cases users enter the desired query and study the results.

       

The platform provides only 10 advertising spaces - 5 on the first two pages. This is advertising for relevant queries. Unlike contextual advertising, here the marketplace itself selects requests for promotion, analyzing your card and competitors’ cards. Therefore, the effectiveness of an advertising campaign indirectly depends on high-quality SEO optimization. Another advantage of such advertising on OZON is that you pay for sales. Wildberries cannot boast of this - regardless of the advertising format, you pay for 1000 impressions, that is, even if there is no result, the marketplace will take money from you. A similar advertisement on Yandex.Market is “Sales Boost” . You set a bid for impressions and pay for ad sales. Boost sales on Yandex.Market