eBay title optimisation

What goes into a title

Buyer words, not trade words

Write titles in the words buyers type. A supplier might call an item a 'polyester fleece pullover'; buyers may search 'fleece jumper'. Look at the words buyers use in questions and messages, and at how comparable sold items are titled. Where buyers use two common names for the same item, and there is space, include both in a natural way. Avoid filler such as 'L@@K', 'wow' or 'must see', which use characters without helping anyone find the item.

What to leave out

Order and readability

Put the words that identify the item first: brand, model or type. Then add the details buyers use to tell items apart, such as size or colour. A title should still read as a sensible description, not a list of keywords, because buyers decide whether to click based on it. Check how it looks on a phone, where long titles may be shortened in some views.

Example: rewriting a vague title

Titles for used and faulty items

For used items, include condition words only where they help buyers and are accurate. An item sold for spares or repair should say so in the title, so buyers looking for a working item are not misled. Detailed condition notes belong in the condition field and description.

Titles and item specifics

Details in the title should match the item specifics. A title that says 'size 12' while the size specific says 14 confuses buyers and can lead to returns. Fill specifics fully as well; eBay UK advises adding required information and product identifiers, and buyers filter by specifics, not by title words.

Consistency across a range

For ranges of similar products, agree a title pattern, such as brand, product type, key detail, size, colour, and use it for every listing. It makes titles quicker to write and listings easier for buyers to compare.

Finding the words buyers use

Start from evidence rather than guesswork. Buyer questions and messages show the words people use for your items. Titles of comparable items that have sold recently show which words sellers in your category rely on. Note the common names, model references and details that keep appearing, and use them where they accurately describe your item. Keep a short word list for each product type so new titles start from the same evidence.

Changing titles on live listings

When you change a title on a live listing, note the date and compare views and sales over the following weeks against the weeks before. Change titles in small groups rather than all at once, so you can tell whether the new approach helps before applying it across the Shop. Keep a record of old titles in case you need to revert.