1) Add value to the Internet, and
2) Provide unique content
Adding eBay content via tools like the Editor Kit and the API is a great start; but to be indexed highly on the search engines (and to avoid being excluded from their indexes), it must be supplemented by relevant information and content. That content doesn't need to be overly extensive, but it must support the eBay level data (products, listings, pricing) presented on the page. For instance, consider a webpage dedicated to the classic board-game Monopoly. There are over 3,000 "Monopoly" listings on eBay.com - all of which can displayed on your webpage(s) via our Editor Kit and API tools. That information is great, but the search engines want to see it alongside other value-adding content such as an introductory paragraph. A 200-250 word introduction would provide unique content, improve conversion rates and user experience, in addition to improving search engine rankings.
About.com is a strong example of a site that develops short, informational "articles" across 1,000s of categories and products. Consider the articles written for "Monopoly" as a good standard for informational, unique content: http://boardgames.about.com/cs/monopoly/a/monopoly101.htm. Developing the Content: Best Practices
- Keep it relevant and pertinent
- Keep it brief: For higher level pages (Nike), 200-250 words is ample; for specific products (Nike Shox NZ), 50-150 words will suffice
- Place alongside matching products using either the Editor Kit or API
- Highlight your keywords in the title and text
- Avoid textual "spamming": the content must be coherent and valuable
Generating unique content can be time consuming. If content is needed for only select number of pages, it can be done by oneself or internally. If content needs to be generated across 1,000s of pages, content development becomes tougher. One solution is "outsourcing" authorship to various copywriting companies that specialize is writing website content. These companies usually have staffs that specialize in various categories and often provide bulk rates for mass production. Though we do not endorse any particular company or website (nor are we affiliated with any), we have provided a short list of some available companies that are worth exploring:
- Elance.com
- Elance.com: Web Content Providers
- InfoSearchMedia.com
- Chillibreeze
- Guide5.com
- Copywriting.Net
- M.L. O'Brien Communications
- Website-Writers.com
Another solution is to automate the authoring process by writing scripts to convert the text and information from eBay's API into coherent, relevant "articles" that appear alongside the listings. eBay's API enables affiliates to access listing-level titles and descriptions - a wealth of text and information that can be turned into valuable content. For standardized items like DVDs, Books, CDs and electronics, this information is standardized and cataloged - and is accessible via the API. For instance, look at the listings for "Terminator 3: Rise of the Machines" on eBay; there is valuable content in each listing that would supplement any related affiliate webpage. Of course, our information can be parlayed alongside other forms of relevant content such as datafeeds, pertinent articles, blogs, etc… just remember, content is only worthwhile if it is relevant and adds value!
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