On eBay, the title of your listing is the single most important factor for search visibility. With millions of items competing for attention, buyers rely on the search bar to find exactly what they want, and eBay's search engine, known as Cassini, relies heavily on the words in your title to match listings with queries. A poorly written title can bury even the best product, while a well-optimized one can drive consistent views and sales. In this guide, we will explain how eBay search works and walk through a practical process for creating SEO-friendly eBay titles that attract buyers and convert.
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How eBay's Search Engine Works
eBay's Cassini search engine evaluates listings based on relevance and buyer experience. Relevance is heavily driven by keywords in the title and item specifics. Buyer experience factors include seller performance, click-through rates, conversion rates, shipping options, and return policies. A strong title improves relevance and click-through rate at the same time, which is why it deserves careful attention.
Understand the 80-Character Limit
eBay titles allow up to 80 characters. Use as much of that space as possible with meaningful keywords. Every character is an opportunity to match additional search terms. However, do not fill space with filler words, punctuation, or symbols that buyers never search for.
Research the Keywords Buyers Use
Start by typing your product into the eBay search bar and noting the autocomplete suggestions, which reflect real buyer queries. Review sold listings for similar items to see which titles performed well. Look at the most successful competitors and identify the terms they consistently include. Tools such as eBay's Terapeak research feature can reveal search trends and pricing insights for your category.
Follow a Proven Title Formula
A reliable structure for eBay titles is: Brand, Model or Product Name, Key Feature or Type, Size or Specification, Color, and Condition. For example, a title might include the brand, the exact model number, the product type, the capacity, the color, and whether it is new or refurbished. Put the most important keywords near the beginning, since buyers scan titles quickly and eBay may truncate titles on some devices.
Include Specific Details
Buyers often search with specific intent. Including model numbers, sizes, compatible devices, materials, and years helps your listing appear for precise searches, which tend to convert at higher rates. Specific titles also reduce returns because buyers know exactly what they are getting.
Avoid Common Title Mistakes
Avoid words like "wow," "look," "L@@K," or "amazing," which waste space and do not match searches. Do not stuff irrelevant brand names or keywords into your title, as this violates eBay policy and can get your listing removed. Avoid excessive capitalization and unnecessary punctuation. Also, spell words correctly; eBay handles some variations, but accurate spelling ensures the best match.
Support Your Title With Item Specifics
Item specifics are structured fields like brand, size, color, and material. eBay uses them for filtering and relevance. Fill out every applicable item specific, even optional ones, because buyers frequently use filters to narrow results. Consistency between your title and item specifics strengthens relevance signals.
Optimize the Rest of the Listing
A great title gets the click, but the rest of the listing earns the sale. Use high-quality photos from multiple angles on a clean background. Write a clear description covering features, condition, and what is included. Offer competitive pricing and shipping, and maintain a strong seller rating. All of these factors influence how Cassini ranks your listing over time.
Test and Refine Your Titles
Monitor impressions, click-through rates, and sales in your seller dashboard. If a listing receives impressions but few clicks, experiment with a different title structure or keyword order. If it receives few impressions, add more relevant search terms. Small adjustments can make a noticeable difference in performance.
Consider Seasonal and Trending Keywords
Buyer language changes with seasons, events, and trends. A jacket might be searched as a "winter coat" in December and a "rain jacket" in spring, while collectibles can spike when a related movie or anniversary appears in the news. Review search trends in your category regularly and update titles for active listings to reflect how buyers are currently searching. For evergreen items, keep the core keywords stable and adjust only the secondary descriptive terms, so you capture seasonal demand without losing the relevance your listing has already built.
Conclusion
Creating an SEO-friendly eBay title requires understanding how buyers search and how Cassini evaluates listings. Use the full 80 characters, research real buyer keywords, follow a structured formula, include specific details, and avoid filler words. Support your title with complete item specifics and a high-quality listing. With consistent testing and refinement, your titles will help your products stand out and sell faster.
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