What is a search proof title and how to create it on marketplaces

What is a search proof title and how to create it on marketplaces

Providing your products with strong and search proof titles plays a significant role in the marketing strategy. But what do we consider a good title and how to make it visible on marketplaces?

What exactly is a “good title”?

  1. One of the important aspects to keep in mind is matching the search results of the potential buyers. For instance, when customers are looking for a backpack, they probably search on brand, type, or/and color. Therefore, your product title needs to have multiple characteristics. Think of: brand - product name - type - size - style - color - condition. The more distinguishing characteristics used in the title, the easier your product will end up high in the search results.
  2. Another point to consider is the length of the title. Different marketplaces vary in terms of title length. For instance, Amazon prompts you to make it no longer than 60 characters. However, many titles on this channel go well beyond this limit. Also, it should be noted that Amazon.de counts the sharp S (ß), ä, and á as a double character. Similarly, Bol.com advice to apply about 70 characters; however, it allows to extend this amount up to 100 characters depending on the category. For both marketplaces, space is also considered a character. Although, if you want your products to be found on the marketplaces, you should only add valuable information in a shortened but informative title. In short, when you are selling on multiple marketplaces, pay attention to the different title and data requirements from the channels.
  3. Finally, you should always remember to place the most relevant and essential information at the beginning of the title. Why? Because, on average, customers spend 2-3 seconds scanning the product title. Also, wordy titles are at a higher risk to be displayed partially in the search results, omitting critical information. For instance, if buyers do an item search on a mobile phone, only the first 25-35 characters are visible.

Ready to get started? This is how we can help you out.

ChannelEngine allows you to set up strong, search proof titles in smooth and efficient ways. Among the most useful features are smart rules with replacement tags option. With smart rules, you can easily add custom rules based on built-in ChannelEngine fields and your own fields.

When you put all your product attributes into the system using replacement tags, you have an option to indicate which of these attributes you want to include in the product titles. This approach eliminates the need to create and edit each title manually. Think of this example: if your product is a red-colored sneaker and your title says ‘Red Shoes,’ it might not sound specific enough. To address this issue, you can edit it as ‘Red Sneakers’ with the following replacement tag: {CE: Name|Replace{Shoes|Sneakers}}. Another option is to highlight your title by using only uppercase characters. Hence, ‘Red Shoes’ will turn into ‘RED SHOES’ when you use the replacement tag {CE: Name|ToUpper}. Also, you can trim spaces to save your amount of characters {CE: Name|Trim}.

It is possible to combine multiple fields and static text in one value while defining the mapping using replacement tags. Besides replacing the value of the title field, you can also apply advanced actions on the replacement tag’s content.

Sounds like a good deal to improve your product titles? Read more about these options on our help page. Also, you can book a demo to learn about these and other features of the ChannelEngine platform.