eBay SEO Guide: How to Optimize eBay Listings for Cassini
- 1digiethic.com/blog/ebay-seo-guide#1
eBay SEO Guide
- 2example.com
A national directory listing
- 3example.com
A competitor's old blog post
- 4example.com
A comparison site
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Quick answer
eBay SEO means optimizing listings so Cassini, eBay's search engine, shows them to more buyers. Put the words buyers search into your title, fill every relevant item specific, choose the most specific category, use clear photos, and offer competitive price, shipping and returns. Cassini rewards both relevance and a good buyer experience.
Key takeaways
- Cassini ranks listings on relevance and listing quality.
- Build titles from real buyer searches, most important words first.
- Item specifics power eBay's search filters, so fill them all.
- Photos, price, shipping and returns affect where you rank.
- Refresh underperforming listings instead of leaving them to go stale.
How eBay search (Cassini) works
Cassini is eBay's search engine. When a buyer searches, it picks the listings that match and sorts them, by default using "Best Match". Two things matter most:
- Relevance: how well your title, item specifics and category match the search.
- Listing quality and buyer experience: price, shipping speed and cost, returns, photos and your seller performance.
eBay doesn't publish the exact formula, so treat eBay SEO as giving Cassini the clearest, most complete listing for the search.
How to find keywords for eBay titles
- 1Use the eBay search bar. Start typing your product and note the suggestions. These are real buyer searches.
- 2Check sold listings. Filter for sold items and look at the words in titles that sold, not just listed.
- 3Look at top competitors. Which brand, model and feature words appear again and again?
- 4Think like a buyer. People search by brand, model number, size, color and condition.
- 5Use eBay's tools. Seller Hub and Terapeak (eBay's research tool) show search and sales data for many categories.
How to write an eBay title that ranks
eBay titles allow up to 80 characters. Use them, but don't stuff them.
| Do | Don't |
|---|---|
| Brand, product, model, key specifics, condition | Repeat the same word |
| Most important words first | Use "L@@K", "wow" or symbols |
| Exact model numbers and sizes | Add brands you're not selling |
| Words buyers actually type | Copy a supplier's title |
Example: *Nike Air Max 90 Men's Running Shoes Size 10 White Black New* tells Cassini and buyers exactly what it is.
Item specifics, categories and descriptions
Item specifics are the structured details, like brand, size, color, model and material, that eBay uses for search filters. If a buyer filters by size 10 and your listing has no size, you don't show up. Fill every required and recommended specific, and use eBay's suggested values where possible.
Pick the most specific correct category. Keep descriptions mobile-friendly and scannable, and avoid active content such as JavaScript and links off eBay, which eBay restricts. A clean, reusable eBay listing template makes this easy across your whole catalog.
Photos and video
Use several clear, well-lit photos on a plain background, showing the whole item, details, labels and any flaws. eBay also lets sellers add a short video to listings in many categories, usually from the mobile app or Seller Hub. A video showing size, condition or the item working builds trust, especially for used and higher-value items.
eBay listing optimization checklist
- Title uses the main buyer keywords, most important first
- All relevant item specifics filled
- Most specific category chosen
- Several clear photos, plus video where useful
- Price checked against recent sold listings
- Fast, clear shipping and a returns policy
- Mobile-friendly description with no restricted content
- Old, unsold listings revised or relisted with improvements
Short on time? Our eBay SEO service and eBay listing services do this for you.
eBay SEO and Promoted Listings
Ads don't fix a weak listing. Optimize first, then use Promoted Listings to give your best listings extra visibility. A well-optimized listing usually needs a lower ad rate to win sales.
Frequently asked questions
What is eBay SEO?
It's optimizing your eBay listings so Cassini, eBay's search engine, shows them to more buyers. The main levers are titles, item specifics, category, photos, price, shipping and returns.
How many characters can an eBay title have?
Up to 80 characters. Use as many as you need for the important keywords, without repeating words or adding filler.
Do keywords in the eBay description help?
The title and item specifics matter most for eBay search. The description helps buyers decide, so make it clear and accurate rather than stuffed with keywords.
How do I add a video to an eBay listing?
In supported categories you can add a short video when creating or editing a listing, usually through the eBay mobile app or Seller Hub. Check eBay's current help pages for length and format limits.
Is there a free eBay keyword tool?
eBay's own search suggestions and sold listings are free and reliable. Terapeak, eBay's research tool, is available to many sellers through Seller Hub.
Sources
Platform rules change often, so we check sources at every update. Last reviewed October 23, 2026.
Written by
Zia Ur Rehman
Founder & Lead SEO Strategist, DigiEthic
Zia Ur Rehman is the founder of DigiEthic, with 14 years of experience in digital marketing. He works hands-on across technical SEO, AI search optimization (AEO/GEO), Local SEO, Google Ads and Meta Ads for service businesses and e-commerce brands.
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