Keyword research for the OTTO marketplace: finding search terms that sell

Why marketplace keywords are different

People searching on otto.de usually want to buy. Their search terms are concrete and describe the product: product type plus a feature, such as "kindermatratze 70x140" (children's mattress) or "gaming headset kabellos" (wireless). Broad how-to questions, common on Google, matter less.

otto.de is a German marketplace, so research the German terms your shoppers use.

Source 1: Otto search box suggestions

Type the product type into the otto.de search box and note the suggestions. They show how shoppers continue the term. Try variations with sizes, materials and target groups.

MarktRank does this automatically: "Discover keywords" reads your product on otto.de, asks Otto's search box for suggestions and keeps only terms that match the product.

Source 2: Product attributes and variants

Size, material, colour, target group and use are often exactly the words people search with. Write down the features that make a shopper decide, and combine them with the product type.

Source 3: Your customers' language

Reviews, customer questions and return reasons show how customers talk about your product. If many customers call the mattress "waschbar" (washable), "kindermatratze waschbar" is a candidate.

Source 4: Products that already rank at the top

Search your main terms on otto.de and look at the titles of the products in the top positions. Which words keep coming up? That's a good hint at what counts as relevant for that search.

Choosing keywords: precise before broad

• Start with precise terms that describe the product exactly. Competition is smaller and purchase intent higher.
• Add broader terms only once the product ranks well for the precise ones.
• Start with about five keywords per product and expand what works.

Tracking and expanding your keywords

A keyword is only as good as the position you reach for it. Check the organic position weekly – at full depth, because otto.de shows 120 products per page and a new product often ranks far back. Keep terms where the product moves forward and replace those where it never appears.

How to work the terms into your listing: otto.de SEO.

Frequently asked questions