How Does SEO Work on eBay? Decoding Cassini and Ranking Higher

Hey fellow sellers!

If you’re running a business on eBay, you’ve probably spent countless hours sourcing products, taking great photos, and setting competitive prices. But here’s the frustrating part: you can have the best product and the best price, yet still be buried on page five of the search results. Why?

The secret to success on eBay isn’t just great inventory; it’s understanding and mastering eBay SEO (Search Engine Optimization).

Unlike a regular website that needs to rank on Google, your eBay listings need to rank highly within eBay’s own search engine, which is powered by a powerful algorithm called Cassini.

Think of me as your guide to Cassini. I’m going to break down exactly how this unique search engine works, what factors it prioritizes, and the detailed steps you need to take to push your listings to the coveted top spots.

Part 1: The Basics – What is Cassini and How is it Different?

eBay’s search algorithm, Cassini, is the engine that decides which listings appear first when a buyer searches for a product. Unlike Google, which prioritizes information and authority, Cassini’s sole mission is to prioritize listings that are most likely to lead to an immediate sale.

This focus on conversion simplifies the game: Cassini rewards listings that make buyers click, watch, and ultimately, purchase.

The Four Pillars of Cassini’s Ranking

Cassini judges every listing based on four core values. Mastering these is non-negotiable for high rankings:

1. Relevance: How accurately your listing details (title, specifics, category) match the buyer’s search query.
2. Value: How competitive your price and shipping policies are compared to similar items.
3. Trust: Your overall seller performance, history, and customer feedback score.
4. Convenience: Fast shipping times, clear returns policies, and the general ease of the buying experience.

Part 2: On-Page Optimization – The Keys to Relevance

This is the technical side of SEO. These are the elements you directly control within the listing itself.

1. The Listing Title: Your 80-Character Crown Jewel

The title is the single most important factor for Cassini’s initial relevance scoring. You have a maximum of 80 characters, and you need to use them wisely.

• Think Like a Buyer: Don’t use slang or “salesy” words like “WOW!” or “L@@K.” Use the specific terms a buyer would type into the search bar.
• Front-Load Keywords: Place your most important, high-volume keywords at the beginning of the title.
  • Bad Example: “Amazing Nike Shoes—Used but Great Deal—Free Shipping!”
  • Good Example: “Nike Air Force 1 ’07 Men’s Black/White Trainers Size 10 Used”
• Include Key Attributes: Always include the Brand, Model, Key Specifics (Size, Color, Condition), and the Item Type.

2. Item Specifics: The Filter Powerhouse

Item Specifics (like color, material, style, processor speed, etc.) are the backbone of eBay’s search filters. This is a critical area that sellers often neglect.

• Fill Out Everything: Never leave an optional item specific blank if it applies. Cassini heavily rewards listings that are complete.
• Match Keywords: Ensure the details you put in your Item Specifics directly reflect the keywords in your title and description.
• Appear in Filters: If a buyer filters the search results by “Material: Leather” and you didn’t fill in that specific field, your item will disappear from their view, regardless of your title!

3. Product Description: Selling to the Human

Contrary to popular belief, Cassini doesn’t weigh the description as heavily for ranking as it does the title and Item Specifics. However, the description is vital for conversion—the final sale.

• Write for the Buyer: Use clear, honest language. Highlight the benefits of the product and address any potential questions (e.g., “Why am I selling this?”, “What’s included?”).
• Use Formatting: Break up text with bullet points, short paragraphs, and clear headings. This improves readability, especially on mobile devices.
• Natural Keyword Use: Sprinkle in relevant secondary keywords naturally. Avoid “keyword stuffing,” which can look spammy and reduce your rank.

4. High-Quality Images

Cassini tracks buyer engagement, and the most engaging element is your primary photo.

• Quality and Clarity: Use high-resolution photos (eBay recommends at least 1600 pixels on the longest side). Use a clean, neutral, or white background for the main photo.
• Multiple Angles: Upload 7-12 photos to show the product from every angle, including any accessories or—crucially—any minor defects if the item is used. High photo engagement signals listing quality to the algorithm.

Part 3: Off-Page Signals – Earning Cassini’s Trust

These factors are based on your performance as a seller. This is where Trust and Convenience come into play.

1. Seller Performance Metrics

Your track record directly impacts your visibility. Cassini actively promotes listings from sellers who provide a consistently excellent experience. Key areas include:

• Feedback Score: A high percentage of positive feedback is non-negotiable. It signals credibility.
• Defect Rate & Late Shipment Rate: These must be kept extremely low. Cancellations due to being out of stock or shipping delays are heavily penalized.
• Response Time: Respond promptly to buyer inquiries. High seller engagement is rewarded with higher visibility.

2. Pricing and Shipping Strategy (The Value Factor)

You must be competitive, but not necessarily the cheapest.

• Competitive Pricing: Research your competitors using eBay’s “Sold Listings” filter. Price your item fairly within that range. Listings priced significantly higher than the average are often demoted.
• Free Shipping: This is a major factor. Listings with free shipping tend to rank higher because it improves the customer experience and simplifies the value proposition. If you can’t offer free shipping, keep the cost as low as possible.
• Fast Handling Time: Offering same-day or 1-day handling time is rewarded by Cassini, as it signals quick convenience to the buyer.

3. Click-Through Rate (CTR) and Conversion Rate

These are the most powerful metrics, as they tell Cassini whether your listing is actually good at converting clicks into sales.

• CTR (Clicks / Impressions): A good title and a stunning main photo will earn you a high CTR. If buyers click your listing over your competitor’s, Cassini says, “This listing must be relevant!” and boosts your rank.
• Conversion Rate (Sales / Clicks): If a buyer clicks your listing and then buys it (high conversion rate), Cassini says, “This listing is the best match!” and your ranking skyrockets. If they click but don’t buy, the ranking will gradually fall.

Final Step: Consistency and Data

The core of eBay SEO is not a one-time setup; it’s an ongoing process.

1. Monitor Your Traffic: Use the eBay Seller Hub to check your impressions, clicks, and sales velocity. See which keywords and categories are working best.
2. Refresh Stale Listings: Listings that haven’t sold in a long time can get “stale.” Consider ending them and relisting them with updated titles, better photos, and complete Item Specifics to signal activity to Cassini.
3. Leverage Promotions: Use eBay’s Promoted Listings tool smartly. While this is paid advertising, it is one of the fastest ways to gain initial sales velocity and build the sales history that Cassini loves. Once the listing has a strong sales history, it will often begin to rank highly organically.

Mastering eBay SEO is mastering the art of the perfect online retail experience. Focus on making your listings complete, your prices competitive, and your customers delighted, and Cassini will reward you with the visibility you deserve.