How Does eBay’s Cassini Search Engine Work?
How Does eBay’s Cassini Search Engine Work?
Hi guys, Neil Waterhouse. How Does eBay’s Cassini Search Engine Work? This week’s video is about how the eBay search engine works so you can sell more on eBay. eBay’s current searchengine is called Cassini. If your goal is to make youreBay listings appear higher in the eBay search results you need to understand howthe eBay search engine works and that’s what thisweek’s video is all about. And the good news is over 95% of eBay listingsare not fully optimized. So yeah, you need to learn onemore optimization technique than your competitor to beat them. Then when new this channel,my name’s Neil Waterhouse. I’ve been selling on eBay for 24 years.
I’m Neil for a million-dollar eBay business from home. So let’s launch straight into it. First of all there are four areasthat eBay’s Cassini search engine development team arecontinually working on, and if you research all thechanges that eBay’s implemented over the last 20 odd years the must all come downto these four areas. Relevancy, trust, convenience,and price grouping. So let’s drill down into what each of these four areas are so you know how to tilt the eBay search engine in your favor. First of all, relevancy. eBay, like Google wantsto give buyers a good relevant experience when theysearch for any item a buyer and eBay is searching for say, a toaster.
It’s very important that the buyer is shownrelevant search results for the keyword phrasethat the searching for. Are you a toaster?
The buyer almost certainlywants to see toasters and not some spam non-relevantproducts like a canoe or a dog bed or anythingelse that’s not relevant. Relevancy, after all is how Google became thenumber one search engine in the world back in, as mykids call their medieval days before Google search engines like Alt Vista, Yahoo,Dogpile, and many others will notoriously shownon-relevant search results.
You’d search for somethinglike a local weather forecast and a search engine would showsomething like a home loan. Now this of course,was really frustrating. Then long came Google. Suddenly you could searchfor a local weather forecast and Google would show youa local weather forecast. Bingo, perfect. Because of Google’s attentionto relevancy, Google quickly became the number one search engine. eBays the same. The Casini developmentteam is continually working and making sure bias seerelevant search results.
The way that eBay or Casini continually sorts out the relevant listings to the non-relevant listings is from what is called the eBay impression-to-sell ratio. eBay’s impression-to-sell ratio plays a huge part in determining where your listings appear in the search results. Let me explain. The impression-to-sell ratio is all about how well your item sells compared toother eBay listings for the same and or similar keywords. An impression is when abuyer on eBay does a search on eBay for a keyword or a keyword phrase On a toaster, and eBayshows the search results for that keyword phrase or they show the listingsfor that keyword phrase.
For example, let’s say I do a search on eBay for the keyword phrase cat tower.
eBay shows me the search results for cat tower and that’sfor 3,400 listings because eBay showed methese 3,400 listings on the eBay search results.
This is called an impression. In other words, all of these 3,400 listings just got recorded. Another impression now witheBay, Because it’s a business it’s got shareholders and it wants to show thelistings that are most likely to get the most sales for the minimum amount of impressions for any search keyword or keyword phrase. In other words, the eBay listingsthat get the highest ratio of sales for the least amount of impressions go to the topof the eBay search results. The listings that have the worst ratio of impressions to sales goes steadily down to the bottom of the search results.
This is why it’s critical to optimize for the correct keyword phraseand in the correct category. eBay and Google are exactly the same. The first page of the search results gets themost traffic by a long way. There’s a saying in the industry where’s the best placeto hide a dead body? The answer is page twoof the search results. In the case of eBay, eBay shows listings at the top of the searchresults that get the most sales for the least amount of impressions. The good news is that there’s many things we can do to radically improve the impressionof so ratio of any listing and you need to know onemore optimization technique than your competitor to beat them.
I’m not going to go into optimizing listings for relevancy in this videoas I’ve done that before in a previous Weeks’s video,but if you miss that video I’ll put a link to it atthe end of this video. Number two for Casini is trust. Trust on eBay consists of many factors. How old is your account? What status is your account? What’s your feedback rating? What’s your defect rating? How many transactions has the account done in the last 30 days and 12 months? What is the account’s item notreceive ratio or INR ratio? It’s called, do you offerreturns if you do, how long for when people are looking at your listings to they get a feeling of trustin the first six seconds? Does your gallery imagegive the feeling of trust? If so, what is the click-through rate? Again, I’m not going to go intohow to optimize listings for trust in this videoas again, I’ve done that in that previous weeks’ video, but again if you miss the video,I’ll put a link at the end of this video.
Number three, the four area that drive EBAs Casino search engine development team is convenience. How long will it take forthe buyer to receive what they ordered? Where is the item being shipped from? Where is the buyer located? eBay, like Amazon lawyers, give more weight to a seller That is closer to the buyer as eBay knows the location ofall buyers and all sellers. What shipping service do you offer? Do you offer free shipping? Do you offer express? What’s your handling time? Is it one day, two days, threedays, or what is it again? The convenience algorithmin Casini takes all this and more into account ifeverything else is equal.
Any one of these choicesmakes a difference. With eBay, it’s all aboutsingle individual baby steps. Every little baby stepthat you take leads more of your competitors behindMany people out there especially beginners, aretrying to find the one killer eBay optimizationtechnique, the silver bullet but it doesn’t exist. It’s all about doing theselittle tiny baby changes one baby step at a time. Next, Vic, senior’s price. Now price is not the be-on-end all that many people think it is. The impression-to-sell ratiohas got the huge weight on eBay.
Price, of course, has taken into account but it’s not as much asbeginners often think it is. You can often sell the same product to a different audience oneBay for different prices. This is done all the time,especially with drop shipping. Shipping is also takeninto account with a price. Total price of course,is the price of the item plus shipping, so if aseller offers free shipping eBay also takes this into account.
Now, if you want to know howto optimize eBay listings for Casini to get them to thetop of the eBay search results and get more sales, make sureyou watch this video up here and also put a link onthe screen and below. If you have any questions please leave them in thecomment section below. And if you found any value in this video please get a thumbs upas it helps the channel and make sure you hit thesubscribe button to the no fluff. Add free channel, teach step by step how anyone canmake a full-time living from the comfort of their own home. Until next week, stay safe.
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