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With the growing popularity of marketplaces and aggregators, competition in search results has become much more intense. Many commercial requests are now occupied by large platforms that offer a wide range of products and services. What should small online stores, medical centers, real estate agencies and other companies that cannot compete with such a choice do? Completely abandon SEO and rely only on paid advertising? No, there are alternative solutions. Although marketplaces and aggregators dominate search results, they do not make it impossible for ordinary businesses to receive organic traffic. Let's look at a few strategies that can help you progress and achieve good results.
Marketplaces and aggregators are platforms that collect offers from many sellers and provide them to users in a convenient format. These sites have a huge audience and a high level of trust from search engines. Let's figure out why they are so attractive to search engines.
· **Wide catalogue**. On such sites you can find tens of thousands of goods and services, which makes it much easier for users to find what they need. While large marketplaces may have millions of products, many small online stores offer much less. It is easier for a search engine to recommend one large site with a huge assortment than several small ones where the product may not be available.
· **Trust and authority**. Well-known marketplaces and aggregators have a high reputation among users, and search engines take this factor into account when ranking. Such platforms typically undergo strict moderation and guarantee a certain level of quality, which increases trust from both customers and search engines.
· **Convenience and simplicity**. These sites not only offer a wide selection of products, but also convenient ways to filter, compare, and detailed product information. This convenience increases behavioral factors, which has a beneficial effect on positions in search results.
Given these points, it is not surprising that search engines prefer to show aggregators and marketplaces in high positions. They allow you to effectively satisfy user needs by offering a convenient and varied selection.
You shouldn’t rule out the possibility of using marketplaces and aggregators in your promotion. Listing products or services on such platforms can be a great way to expand your audience and increase brand visibility. This is especially important for beginners who are just starting out selling online. Inclusion in such platforms will help you quickly attract customers while the site has not yet gained sufficient authority in search engines.
For experienced sellers, this strategy also makes sense: you can use aggregators as a way to “monopolize” search results. Create cards for your products on popular platforms and rise to the top among your competitors. This will increase the likelihood that a potential client will choose your brand.
One effective way is to adapt your website to the requirements of search engines and users, as aggregators do. Study how the major platforms organize their catalogs and try to create similar functionality on your site. To do this, you can create product categories and filters, taking into account all possible characteristics - for example, in real estate this could be area, cost, location, and for an online clothing store - type of clothing, color, size and other attributes.
You shouldn't imitate if your range is very limited. If you only have a few products, this approach will not be effective. Evaluate your competitors in search results and check which sites are already successfully promoting for your queries. This will help you understand how your offer can compete with large sites.
Internet users are looking not only for standard products and services, but also for unique, specialized offers. If your product or service has a unique selling proposition, you should target a niche market. Creating a website that specializes in a specific product or service category is a great strategy for standing out from your competitors.
For example, if you sell bedding, specialize in specific materials or styles, such as mako satin. This approach will help you stand out among larger platforms where sellers offer a wider but less specialized range.
By analyzing competitors, you can find gaps in information that marketplaces or aggregators miss, and use this for promotion. For example, if marketplaces lack expert articles, reviews, or detailed advice, you can provide quality information that will attract customers.
Marketplaces and aggregators mainly focus on commercial queries and often ignore informational topics. For most companies, this presents a great opportunity to attract customers through content marketing. Create articles, reviews, guides and comparisons that will be useful to your potential customers before they are even ready to buy the product.
If you have a blog or a recommendations section, you can use it to drive traffic from low-frequency queries. This will also help strengthen your authority in the eyes of search engines, as they will appreciate your ability to create useful content for users.
Marketplaces and aggregators are often limited in functionality, so you have a chance to offer more convenient solutions for users. For example, you can offer convenient calculators for calculating materials, setting filters based on specific parameters, or unique options for customizing products. By improving the functionality and user experience of your site, you will increase the likelihood that customers will return and recommend you to others.
Despite the growing share of marketplaces in search results, there are many opportunities to successfully compete with them. Don't forget that even if the marketplace is the first place a user goes, he may return to the search engine and then visit the sites of online stores or other specialists.
For most companies, there are several opportunities to “intercept” a customer: at the stage of product selection, through comparison of offers, and also through content that will better meet user requests. It is important to choose the strategy that works best for your business and continue to actively work towards promotion.
If you have any questions about SEO and promotion in search engines, you can contact the SEO studio "SEO COMPUTER" by email: info@seo.computer.
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