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Search engine optimization (SEO) remains a crucial factor for businesses aiming to attract potential customers. Rich Skinner, Head of Product at Talivity, has navigated the complexities of talent acquisition and leadership for decades. He’s observed how software marketplaces can significantly enhance SEO efforts. Let’s explore why these platforms are valuable for SEO and how you can leverage them effectively.

Why Are Marketplaces So Beneficial For SEO?

Marketplaces generate traffic from a broad spectrum of SEO terms that specific solutions are unlikely to dominate. While individual solutions typically rank well for their brand terms and highly targeted use cases, marketplaces excel at appearing in a wide range of broader search results.

Marketplaces can leverage their position as independent authorities to rank well for high-volume, category-level searches. These include comparisons of software, “best in category” searches, and reviews. Additionally, they often capture niche, low-volume search terms that, when combined, account for a significant portion of Google searches.

“It’s worth noting that marketplaces frequently appear on the first page of Google results for brand searches,” Skinner points out. “While they may not outrank a brand’s own website, they provide an additional opportunity to present your solution to potential buyers. Ensuring your marketplace profile accurately reflects your offering can help you make the most of this visibility.”

How Can Premium Profiles Supercharge SEO Performance?

There are several advantages that premium profiles offer for enhancing SEO performance:

1. Additional backlinks: Google values backlinks as a measure of credibility. Premium profiles often provide an extra call-to-action (CTA), allowing for another backlink to your site. Skinner recommends using this secondary CTA to link to a different part of your website, benefiting both SEO and user experience.
2. Focused user attention: Premium profiles typically remove the “similar solutions” section, helping visitors concentrate on your offering. This can increase the likelihood of converting leads and reduce outbound links, potentially boosting the credibility Google assigns to links pointing to your site.
3. Enhanced content opportunities: Google favors content-rich pages. Premium profiles allow for significantly more content through expanded product information sections. “When completing these sections, it’s advisable to incorporate your target keywords strategically,” Skinner advises.

What kind of SEO results have we seen in the Talivity.com marketplace?

There have already been some impressive results from Talivity.com’s recent SEO efforts. Over the past quarter, as they’ve increased their focus on SEO, the marketplace has seen SEO traffic more than double.

“We’ve also observed notable increases in two key metrics we use to gauge SEO success,” Skinner notes. “The number of search queries where Talivity appears in the top three results, and those where we appear on the first page of Google results, have both improved significantly.”

However, Skinner recognizes there’s still substantial room for improvement. SEO will continue to be a significant focus of their work throughout the remainder of this year and into 2025, as they aim to maintain and accelerate this growth rate.

Marketplaces offer a unique opportunity to enhance your SEO strategy and expand your digital footprint. By leveraging these platforms effectively, businesses can capture a wider range of searches and drive more qualified leads. As the digital landscape continues to evolve, integrating marketplace strategies into your SEO efforts could prove to be a key differentiator in your online success.

Rod Hess

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Rod Hess is a marketing mad man, but more Doc Brown than Don Draper. Rod is the Content Marketing Director for Talivity (formerly RecruitmentMarketing.com) and has been working in online marketing and advertising for over 15 years. He's been featured in publications like Forbes and Mashable. If you catch him tapping a pencil or bouncing his leg, it's because his brain never turns off. He's just dreaming up his latest AI scheme.