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Bonanza SEO: How to Maximize Traffic and Sales on a Seller-Centric Marketplace

By on November 19th, 2019 Reading Time: 6 minutes

Looking for a new marketplace to sell your custom Printful products? Look no further than Bonanza. With more than 50,000 active sellers and more than 2 million monthly visitors, this seller-centric marketplace is popular with small and medium-sized business owners and is an ideal choice for niche brands. 

What sets Bonanza apart is its commitment to support sellers on the platform by offering powerful tools that help build a profitable online business. For example, their customer management tool lets you market to past customers. Bonanza also puts an emphasis on human interaction—sellers are encouraged to use the chat function Booth Chat to talk to their customers in real-time.

It’s easy (and free!) to create a Bonanza store. However, like with all marketplaces, you’re competing against other sellers. One of your best chances of getting noticed by potential customers first is by observing the rules of SEO.

In this blog we’ll look into the ins and outs of Bonanza SEO by covering:

  • The basics of SEO (Search Engine Optimization) 
  • How to find keywords for your Bonanza listing
  • Best practices for Bonanza listing optimization
  • Overview of Bonanza’s Feed Partners

The basics of SEO

SEO is one of the most cost-effective marketing strategies out there that increases the quantity and quality of traffic to your store. To put it simply, SEO will bring you potential customers who want what you offer, but don’t yet know about you. These are people that will browse through the search results that show up for the product or service they’re looking for. 

SEO optimizing involves several steps, like keyword research, competition analysis, on-page optimization, link building, and site speed improvements. If you’re a marketplace seller, however, there are just a few steps you’ll need to take: do keyword research and then optimize your listing. More on these below!

How to research keywords for your Bonanza listing

Keywords are what you type into Google when you’re searching for something. Researching and using keywords in ecommerce is important because they connect people’s search intent with your product offering.

Look into Bonanza’s search function

The first step to finding keywords for your product listing is thinking like your potential customer. If you were searching for your product online, what keywords would you use? Type them into Bonanza’s search and see what comes up.

This will give you a better idea of what customers are looking for in your product category. For example, when I entered the term “Christmas sweater,” I got suggestions like: ugly Christmas sweater, Christmas sweater vest, and others. 

Bonanza search
Source: Bonanza

Once you’ve done a search, study the top products that came up and the sellers’ pages. Pay attention to their:

  • Titles and descriptions.
  • Keyword use.
  • What they all have in common.

This will help you understand what works for others in your niche, and you can then incorporate those practices into your own Bonanza listings.

Use keyword tools

If you’re just starting out, you can work with keywords suggested by the search engine you’re using, just like I did with the Christmas sweaters on Bonanza’s engine.

As you get more serious, I’d suggest using a keyword tool like KeywordTool.io, which is free, or an industry leader like Ahrefs, which is paid. They gather data from numerous search engines, so they’re the fastest way to discovering keywords on any topic. 

Using a keyword tool consists of two parts: generating keyword ideas and identifying keywords with the highest potential. 

Generate keyword ideas

To generate keyword ideas, all you need are broad words for your niche. Let’s say I sell themed t-shirts and sweatshirts. I start by typing a few broad keywords related to my online store, and the keyword tool then shows me all keyword ideas that contain my target keywords.  As you can see from the screenshot below, the keyword tool shows more than 300k keyword ideas that contain my target keywords.

ahrefs

The metrics I pay attention to are search volume (the average monthly number of searches for the keyword) and keyword difficulty (how hard it will be to rank in the top search results). More on how to pick the best keywords below. 

Pick the keywords with the highest potential

Now that you have a list of potential keywords, time to pick the ones that’ll help your listing . Ecommerce store owners often make the mistake of using keywords that have both high search volume and high keyword difficulty. 

However, with this strategy, it’ll be difficult to get your store to rank on Google, or in other search engines. If you just opened your ecommerce store, your keywords will be going into a battle with much larger stores, placing it lower in search. Instead, focus on niche-specific keywords with lower search volume and lower difficulty. That way you’ll target smaller, but more niche audiences!

Once you’ve collected several keywords, you can incorporate them into your listing title and product description! 

How to optimize your Bonanza listing

If you want your products to become Bonanza best-sellers, don’t stop at adding a few keywords in your listing title. Optimize your Bonanza item traits, product description, pricing, and images. 

Start with your item title

A Bonanza item title should fit into an 80 character limit and be descriptive enough to inform shoppers about what you’re selling. Here are the steps to help your item title perform the best:

1. Put your most important keyword in your title

Now that you’ve done your keyword research,  put one or two of your most important keywords in the listing title. Don’t overdo it—too many keywords will make your title long and difficult to read.

Bonanza listing
Source: Bonanza

2. Use simple words

A good item listing is straightforward, so include enough information for customers to know what your item is at a glance. Stick to simple words that explain your product’s value proposition.

3. Put key info at the beginning of the title

For Bonanza, the most important product details are the type of item you’re selling, and if applicable, the gender, and brand of your item, so the marketplace recommends putting them at the beginning of the title. Other traits like color and fit should go at the end.

Bonanza listing
Source: Bonanza

4. Follow grammar rules

Your listing title is the first thing a potential buyer will see, so spelling mistakes give a bad first impression and make you look unprofessional. Incorrect punctuation can also hurt your title ranking. Using punctuation marks to make your title stand out (“!! B*E*S*T Christmas sweatshirt!!”) looks scammy and fake, and will be a turn-off for customers.

Add item traits

Wherever applicable, add product traits when creating your Bonanza listing. They’ll enable your customers to filter the search results based on various traits like size, color, and brand. Adding accurate information will boost your chances of visibility in search results.

Bonanza item traits
Source: Bonanza

Add product photos

Give items three category levels if possible. If you’re not sure what category your item belongs to, take reference from your competitors, or use Bonanza’s Guess My Category tool.

To convince buyers to purchase your product, provide sharp, clear images of the product you’re selling. Make sure your photos have a clean background, and avoid adding watermarks and advertising texts such as “buy now.” If your product image has a cluttered background, correct it using Bonanza’s background burner tool.

If you’re using Printful, you’re all set—our free mockup generator offers a generous selection of product photos for you to choose from.

Printful mockup general

For next-level sales, take your own photos to match your brand’s aesthetic. Take advantage of Printful’s sample orders—get your products at a discount and photograph them how you like. We also offer ecommerce photography services, where we print and photograph your products upon request. 

How Bonanza Feed Partners works

Bonanza has a powerful advertising program that can feed your listings to popular product search websites like Google Shopping, Bing Ads, eBay Advertising, and Bonanza’s own affiliate program. 

Bonanza offers four advertising levels:

Bonanza feed partners
Source: Bonanza
  • Basic (9% transaction fee): Access to Google Shopping, Bonanza’s own network of affiliate bloggers, and Bonanza Promotions.
  • Standard (13% transaction fee): All the channels of Basic, plus publishing to eBay.
  • Superior (19% transaction fee): All the channels of Standard, plus BingAds.
  • Elite (30% transaction fee): All the channels of Superior, plus a higher ad spend.

Bonanza’s advertising program works especially well for new sellers—you don’t pay upfront! Bonanza will cover the advertising cost until your item sells. There’s a catch though: the more partners you choose to advertise with (as seen in the screenshot below), the trickier it gets to optimize your listing in a way that complies with each advertising partner. Each has their own expectations on how your listing should look, and it’s content. And if you don’t comply with these rules, your listing can be rejected.

Bonanza ads
Source: Bonanza

Thankfully, when you publish a new listing, Bonanza takes it upon themselves to optimize it, so that it complies with each advertising partner’s rules. For example, they have technology that automatically gets rid of all caps in your listing titles (which is a no-no for Google Shopping). However, doing a little extra work yourself will bring you even better results! 

How to make sure your products perform on partner feeds

Most Bonanza advertising partners have very particular rules for what will cause rejection, so it’s relatively easy to create product listings that will be approved. Here are some guidelines that Bonanza recommends you apply to your listings: 

Product Image: 

  • All feed partners require that your listing has a product photo.
  • Don’t include any watermarks or promotional text (“buy it now,” “lowest price,” etc.)

Description: 

  • Add a strong keyword to your product description to rank higher on Bonanza. 
  • Don’t use filler words in your product description—give your customers relevant information only. 

Traits:

  • For product categories like clothing and apparel, include traits like color, size, gender,and age group.

Boost traffic and sales on your Bonanza store today

If you already sell on Bonanza, or are looking to expand your ecommerce business by setting up store in this seller-centric marketplace, the best thing for you is to start implementing an SEO strategy as soon as possible. 

No SEO strategy brings overnight results—it’s something that takes time, patience, and constant tweaking. However, the results you’ll see in time are worth it!

While SEO strategy improves your visibility, Bonanza’s excellent Feed Partners program is what gives you a fair chance of improving your sales, and setting you up for top-selling products. When you apply both with the right force, you’ll get the results you want.

Diana is a content marketing specialist with an ever-growing book collection. When she isn’t writing, she’s probably feeding her shopping addiction.

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