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Search visibility analysis helps you understand how a listing ranks in search results. This information can help you understand how to improve your listing's ranking.
When a buyer searches for an item, search results display all listings that match the buyer's search criteria. We use Best Match, our standard sort order, to determine where listings rank in search results. Best Match ranks listings based on factors that are important to buyers, such as how well an item matches what the buyer's looking for, its price and shipping cost, and the seller's performance record.
Search visibility analysis provides information on factors that affect where your listing ranks in search results.
Your search visibility analysis report
You can run search visibility analysis reports for all your active listings. Your report shows you:
Where your listing appears in search results based on keywords you enter. Enter a keyword and you'll see which position on which search results page your listing appears on.
Conversion rates for your listing. If you list a multi-quantity fixed price listing, you'll see how many times it appears in the search results (depending on your keywords) and how many times members click on your listing.
Details that can help you improve your listing's rank in search results. For example, if you see that most of the listings on the first page offer free shipping, you can try offering free shipping for your item.
Accessing search visibility analysis
To get to the search visibility analysis page:Click My eBay at the top of most pages and sign in.
On the Account tab of My eBay, select Search visibility analysis from the dropdown menu.
If you're using Selling Manager or Selling Manager Pro, you can add the Search visibility analysis link from the Customize favorite links section.
From the search visibility analysis page, you can analyze one of your listings or all of your listings in a category.
Analyzing a single listing
To analyze a single listing, enter your listing's item number, and click Run report.
You'll see two sections on your search visibility reporting page: Best Match factors and Other factors.
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What you'll see |
Best Match factors |
The information at the top of the page under Best Match factors has the most impact on how your listings appear in search results. For example, your item and shipping costs help Best Match determine where your listings appear in search results. Under Best Match factors, you'll see:
Item and shipping costs: Listings with competitive item and shipping prices often attract more buyers. Free shipping boost: Offering free shipping may help improve your ranking in search results. This boost doesn't apply to all listings or all categories. Sales per impressions: The ratio of sales to the number of times the listing has been displayed to buyers in search results. This is a measure of how relevant buyers perceive the listing is to their search. Seller performance: Your seller performance impacts the visibility of your listings in search results. Top-rated sellers may be promoted in Best Match for fixed price listings. Sellers not meeting the minimum standard will have both their auction-style and fixed price listings lowered in search results.
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Other factors |
The Other factors section includes information on how your listing is performing. These factors indicate how effective your listing is. Under Other factors, you'll see:
Impressions: The number of times your listing has been displayed to buyers in search results. Unique clicks: The number of clicks on a listing from search results. Duplicate clicks aren't counted. Unique click-through rate (CTR): The ratio of clicks to the number of times the listing has been displayed to members in search results. This may indicate your listing's appeal in search results. Number of watchers: The number of people watching a listing. For listings with multiple variations, it's the total of watchers for all variants. Sales: The total number of transactions for a listing. For listings with multiple variations, it's the total number of transactions for all variants. Sales per unique click-through: The percentage of unique clicks that result in sales. This is an indicator of your item page's effectiveness.
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The metrics in your report don't represent any specific time period. They represent the combined totals for the lifetime of your listing.
You can use information from both sections to revise your listings and improve their performance. For example, if your listing has a very low click-through rate, try changing one or more of the Best Match factors to increase your impressions.
To make changes to your listing, click the Revise Listing button below the factors. Click the Tips and best practices link next to this button for more information on how to improve your ranking in search results.
Analyzing listings in a category
To analyze all your listings in a category, enter the category number and click Search. If you need to look up a category number, click the Category lookup link.
If you're analyzing listings in a category, you'll see:
The number of your listings that appear in that category
Your listing's ranking: Which position on which search results page your listing appears on a Best Match sort.
Impressions: How many times a listing has been displayed to buyers in search results.
Sales per impressions: The percentage of impressions that result in sales.
Click-through rate: The number of times a buyer clicks on your listing in search results and goes to your listing.
A Run report link for each listing
On the upper left side of the page, you'll see a Download a CSV file option. Click the link to download a spreadsheet that contains information on up to 3,000 listings in a category. It also contains additional information, such as what shipping options your listings offer and when your listing started, and lets you sort your information however you choose.
To analyze all your listings in a category, enter the category number and click Search. To look up a category number, click the Category lookup link. The table will display your listings from highest to lowest quality, according to Best Match.
Ranking in search results
The better your search standing, the higher your listings can appear in Best Match search results.
To see where your listing appears in search results:Go to the search visibility reporting page.
Enter a keyword in the search box, and click Search.
You'll see where your listing ranks in search results.
The rank tells you which page number in search results your listing appears on and which position on the page it holds. For example, Page 2 of 238 (position 28) tells you that your listing will appear on page 2 of the search results as the 28 listing on that page. If you click on the listing rank, you'll be taken to the search results page where your listing appears.
The keyword search for ranking only searches the title of your listing, so make sure you enter a keyword that's in your title. For example, if your listing title is AAA rechargeable batteries, you should enter AAA batteries.
After the ranking information, you'll see a search results summary. This gives you information on any non-featured listings that appear on the first page of the search results. For example, if your listing is on page 2, you can review the factors for the listings that are on the first page, and decide if you want to alter your listing to better compete with those listings.
Quick answers about search visibility analysis
Is the search results analysis available for all sellers? |
It's available to sellers who have at least 10 Detailed Seller Ratings (DSRs). |
My listing received a lot of impressions. Why doesn't it rank higher in search results? |
Your overall listing performance score is a better indicator of how buyers perceive your listing's relevance. For example, Best Match looks at the number of sales per impressions when determining a listing's rank. An item that appears on the first page of search results when a member enters the word iPod in the keyword search box received an impression every time a buyer searches for iPod. An item on the second page will receive an impression only if the buyer views the second page. This means a listing with 100 impressions and 10 sales will rank higher than 1000 impressions and no sales. |
Does this tool show all the factors that affect Best Match search results? |
No. We only show information on the factors that we think will be most helpful to sellers.
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Why can't I see a search visibility report on my listing? |
You may not be able to see a report on your listing if:
Your listing belongs to a category that isn't supported by search visibility reporting (for example, listings in Vehicles and Mature Audiences aren't supported). Your listing is newly listed. It may not be immediately searchable by keyword or category for several hours. Your listing was listed on an international eBay site. Your listing is a store listing. Your listing was listed on eBay Motors (only Parts and Accessories categories are supported)
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Can I use search visibility reporting for both my auction-style and fixed price listings? |
Yes. Search visibility reports are available for both auction-style and fixed price listings. |
How does Best Match determine which listings show up on the first page of search results? |
Best Match analyzes factors that are important to buyers, including how well the item matches what the buyer's looking for, its price and shipping cost, and the seller's track record. Learn more about how Best Match works. |
Does search visibility analysis show where I rank on product pages? |
No. It only shows listings that appear on our general search pages. |
Can I see Best Match factors and Other factors for listings with multiple variations? |
Yes. These factors apply to all variants of single multi-quantity fixed price listings. For example, the same sales per impression value is used to determine the ranking of all variants of a single listing. |
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