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How to create content for the marketplace. Сontent management of the trading platform

Previous article in the cycle 'Marketing of the marketplace. What does the platform sell and to whom?'

Content is important for any site. Content is the reason why users come to the site in most cases.

Content can teach, entertain, solve problems, satisfy curiosity, help buy, help sell, find the partner.
These and many other tasks cannot be solved without high-quality content on the site.

What is quality content?

This is clear content. It should be clear to your target audience without unnecessary footnotes and additions. If you sell in b2b, you don't need cheap tricks and timers. Communicate succinctly your advantages and benefits to the client, and do not take up more time than necessary.

This is easily accessible content. It is easy to find on the site, the structure is logical, the search is fast and with the necessary filters. The content that the user didn't find doesn't exist.

This is complete, consistent, and comprehensive content. All parts are coordinated with each other, and 90% of the questions that arise in the user's mind are solved immediately without the involvement of a consultant.

This is the absence of 'water' in the texts. Everything is as specific as possible, the user does not need to break through the thicknesses of 'water' in search of grains of meaning.

If this is a product, what are the requirements for its description:

  • High-quality photos from different angles,
  • Description of characteristics,
  • Configuration description,
  • Description of installation and usage nuances,
  • Usage images (see the same Aliexpress in this plan),
  • Payment and delivery details,
  • Video reviews (it is the experience of using the device, not telling how good and functional it is),
  • Detailed reviews,
  • Information about the supplier and its reliability,
  • Product availability in stock,
  • Environmental friendliness of materials, contraindications,
  • Refund guarantee,
  • Expiration date

The more details described, the easier and faster it is for the buyer to make a purchase decision. If some issue is not resolved, most likely, it will be a stop factor for the person - 'I will go read more or look for it'.

Note that the list contains semantic elements, not design elements. Even if it is just a structured list, it will be better than a modern design with a picture and a General description.

How do I create high-quality content for a site?

Here comes the most important problem for the site - how to create essential high-quality content. It is very difficult to get suppliers to create their own content (in most cases, you will have to enter content for them at first).

What can help here:

  • You can take and create a folder yourself (your own operators)
  • Offer to reduce the commission if the products are fully described as much as possible
  • Do not publish products until they reach a certain quality indicator

Look at Yandex.Direct. They simply won't allow you to publish bad ads (with errors, obscenities, or crooked images). An ad is also content.

The quality of content can only be achieved by strict measures. Suppliers themselves will not move much and they need to be motivated either by rules or by additional benefits.

Relevance of content and outdated information

The second big problem is the relevance of the content. If the content loses its relevance, then unnecessary gestures begin. A simple example is relevance of prices and stock balances.

Relevance of content can be kept either by clever flexible rules or by implementing deep integration.
On Yandex Market, use the YML file and you can update prices quickly. Even better, prices can be pulled up at any time from the accounting system on request, for example, when placing an order.
Of course, it's not that simple - not every supplier can have their own price API. At a minimum, they should be required to provide a price list in Excel format.

By flexible tricks, I understand: 'Check the price with the supplier when ordering', 'The delivery cost may differ from the one indicated on the site'. In other words, the supplier puts the phrase 5-7 working days and the phrase that this period may change. This is not very convenient for the user, because in fact it does not give specific information and confidence, but it is a way out when it is not possible to implement the process in any other way.

Content structure

It may happen that your suppliers do not have normal structured content, I.e. they only have a description, image, and price. This is a stalemate. In this situation, you will not be able to make a normal catalog with filters and convenient search. This means that the user will not find what they need, so the supplier will not receive the order. Therefore, he will decide that it makes no sense for him to be on your site, therefore, you started this venture for nothing.

How can this situation be resolved? You need to create your own structured catalog, a single item, and the supplier only attaches its offer to a single item. In this case, we do not need anything from him, only his price offer for the product in our database.
In this case, you are essentially responsible for all the work of creating the catalog. But at the same time you get a high-quality catalog and full control over its content.

Yandex Market is an example of this approach. In the search you find a specific microwave oven, and on the product page you already see the price offers of suppliers for this product.

Site relevance map

The next thing you need to know is the key queries and semantic clusters that target the page.
For example, a person wants to create a repair portal. He can enter in the search 'how to make a repair portal', 'create a finishing site','create a repair site'. These are different words, but the essence is the same. This is a cluster of queries that are related in meaning as a single whole.

The main rule of promotion is that there should be one page per semantic cluster on the site.
Our task is to identify keywords, collect them in clusters, and create a page for each query cluster.

Each page will clearly correspond to this cluster.

Mapping pages to a query group is called a relevance map.

If you are creating a blog site, you can go this way:

  • Find all-all key queries (look for the articles 'How to create a semantic core'),
  • Group them into clusters,
  • Assign each cluster a page,
  • Optimize for each page for cluster keywords (don't overdo it)

In the case of a platform, things are a little more complicated with this approach.
Your main content is the catalog. The folder has a typical structure and it should close typical clusters.

Let's take tourism.
We don't need to define specific clusters now. We need to define the cluster types.

The first type - by country and other geographical items, such as 'Tours to China', 'Tours to Athens'
The second type - by type of recreation, 'hiking', 'river rafting'.
The third type - according to price offers and conditions, 'hot tours', 'economy'.
The fourth type - by brand, 'Biblioglobus'.

Having defined the types accordingly, you can multiply them by each other and you will get many additional types of clusters such as Country + vacation type, or Price + country + brand.

Your directory structure will need to respond to all these types of query clusters.

For example, a person types 'Rafting on the Karelia river economy' in the search.
You should have a page in the catalog that filters by these three parameters Alloys, Kaleria, Economy. This is 3 attributes for tours, and your catalog has a pre-structure for all possible requests.

Thus, we do not process specific queries, but rather cluster types, and the lion's share of such queries is in the catalog.
At the same time, it is of course important that the directory allows such clustering and is easily accessible for indexing by search engines.

No SEO specialist knows better than you how and what your clients type in search results.

Actively participate in creating the site structure and the relevance map. The correct structure and accurate understanding of user requests gives the right traffic to the site.

It is very useful to analyze existing large marketplaces and create their site structure.
Go through the sections and see how they define the types of query clusters. Try writing different queries in search engines for a specific area and see who answers them and how.

For example, 'buy winter tires in Reykjavik', 'Cordian tires with spikes' and so on. For top sites, be sure to track the moment with the pattern of processing these requests (i.e. they did not specifically sharpen for this particular request, but the sharpening was done universally immediately for a large group of similar requests).

In the next article, we will look at the internal optimization of the site engine and the key requirements of search engines. This is something that is completely under our control, which means that we must make every effort to further successful progress. 


Learn how to make a semantic core yourself in the network (complete list of key queries), find relevance map templates, and view the KeyCollector program.

Next article in the cycle 'Internal optimization of the site. SEO for the marketplace'

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The author of the article is Ruslan Ryanov

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