a) 79 million times each day buyers
use eBay's search box to locate items in which they
are interested.
b) eBay's standard search system takes the search
words keyed in, and compares them with the titles
in its database of 10 million auctions. (Note it
doesn’t compare them with sub-titles, nor auction
descriptions)
c) If an auction title doesn't contain the words
keyed into the search box, the auction won’t get
returned in the search list. And that’s another
of the 79 million searches you’ve missed out on!
d) If an auction isn't returned in a search list,
it can’t be clicked on to have the auction description
viewed.
So, the whole of eBay's default search system relies
on matching keywords with auction titles. And that’s
the secret power of auction titles. If your title
contains words which the buyer searches upon, your
auction will be returned time and again in search
return lists.
Actually, that’s not quite everything. Let’s say
you want to create a new auction. Your auction title
has three functions:
1) To contain keywords. (Number one on this list
for the reason you now know!)
2) To persuade buyers to click through to your auction
description page
3) To convey what the item is
To decide on the keywords to use, you have to think
like a buyer. What words would be used by a person
interested in searching for an item like yours?
At this stage, just list them. Don't put the words
into a sentence yet. Spend as long as you like on
this exercise. The more effective you are with this,
the less likely you are to have one of those sleepy
auctions that rarely gets a visitor.
Having listed as many keywords as you can think
of, you have to decide which are the strongest.
Remember, you only have 55 precious characters for
your auction title.
Taking your best keywords, you now create your auction
title. It's not an English exam, so it doesn't matter
if it doesn't scan like a sentence.
You can add a power word or two if you've space.
By this I mean words like stunning, limited edition,
unique, rare, new, one-off, exclusive, distinctive,
dramatic etc. These are words which can influence
buyers to click through to your auction description.
They won’t be searched on by buyers, so use them
sparingly. For the same reason, I don’t advocate
the use of "clever" words like l@@k or w0w!
Finally, do the words in your title convey what
the item is? If so, that's it. You've created a
powerful and compelling auction title. And your
title will appear more often in search return lists.
And, as you know, that’s the key!
If you can get your auction to appear more frequently
in search return lists, more buyers will view your
auction description page. The more people that visit
your auction description page, the more likely you
are to make a sale at an acceptable price.
Now you know the secret power, why not create a
new title today for one of your auctions? If you
do, believe me you’ll get your fair share of the
79 million eBay daily searchers.
Good luck in all your
eBay
selling.
About the author:
Brian McGregor is an internet entrepreneur specializing
in leveraging the power of eBay. He is author of
‘The eBay Formula’ on how to sell successfully on
eBay time after time, and is editor of the eBay
Auction Newsletter. http://www.workwinners.com
