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When it comes to SEO, the goal is often to rank high for certain queries or drive more traffic by targeting multiple queries and advanced semantics. However, high positions and coverage will not be achieved without a high-quality product card.
In today's competitive environment, the battle for consumer attention is becoming increasingly difficult.
What did I find? Product cards with high internal conversions demonstrate excellent results in organic traffic, that is, they receive free impressions. Moreover, the share of such impressions can reach up to 60% or even more, despite the presence of an extensive advertising campaign and high sales.
This confirms that marketplace algorithms favor high-converting cards, showing them to users for free, even despite the presence of advertisements.
Why is this happening? Because the algorithms take into account economic benefits:
1. Each ad impression costs money, both for the seller and for the marketplace itself. When a buyer enters a query in the search bar, the algorithm generates results and decides how to make money: from displaying advertising, from a commission from a sale, or from both.
For example, if the rate for 1000 ad impressions is 1000 rubles, the marketplace earns 1 ruble from each impression. However, if a product costs 1000 rubles, and the marketplace commission is 20%, then the marketplace receives 200 rubles from the sale. The difference is obvious.
Therefore, it is more profitable for the marketplace to show products with good conversions, since this brings in more income than just displaying ads.
2. Absolute indicators are not as important as conversion relative to competitors. If your competitor has a conversion rate of 15% to cart and 30% to order, and your card has 17% and 33% respectively, then you are more likely to be shown higher. Even a small improvement in conversion rates can significantly reduce advertising costs.
3. Recommendation shelves. Cards with high conversions have a greater chance of being included in recommendations. This is logical, because such products are most likely to lead to sales.
4. CTR. While a high CTR (click-through rate) may seem like a good result, without a high conversion rate within the card it can hurt rankings. Marketplaces are not interested in wasting customers’ time on clicks that don’t lead to purchases.
A high CTR without real sales not only wastes marketplace resources, but also distracts buyers from actual purchases, which reduces their trust in the platform.
Thus, if you have invested in SEO, but do not see an increase in rankings, the problem may be in conversion, and therefore in the quality of your product card and its internal slides.
Marketplaces have already learned to index not only text data, such as the name and description of the product, but also all the content inside the card.
✔️ If the SEO keywords from the description are not supported by the slide content, your rankings will not be high.
✔️ If your slides contain additional key phrases, this can significantly improve your rankings.
The explanation for this is quite simple: when a buyer enters a query with an SEO key and comes to your card, but does not find what he was looking for, he most likely will not make a purchase.
This is important for the seller, because why get positions if they don't lead to sales?
Thus, SEO without quality internal slides is a waste of effort that will not bring the desired results.
And in this context, marketers and designers working on product cards should work closely with SEO specialists to ensure efficiency at all stages.
For any questions, you can contact the SEO studio "SEO COMPUTER" by email: info@seo.computer
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