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Figure 2-3 eBay Stores main page
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eBay Stores main page. Here, you ll find an eBay Stores directory, with Anchor level store logos displayed at the top. Featured level stores are listed below. All stores are listed by category and alphabetically with links to the left. The links to open or manage your store are located at the upper right. (Note also the visibility of the Anchor Stores logos in the Stores Directory.)
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Click the Open A Store button. You ll begin by choosing a store design. You can use one of eBay s 39 predesigned store templates or use the eBay Easily Customizable tool (click the link in the upper-left corner of the page) to create a customized store look. We suggest choosing the Classic Left or Classic Top templates. These templates allow you to customize the appearance of your store, which is an excellent opportunity to build on your business s identity and brand. We further discuss brand-building store design strategies in 3. The Classic Left and Classic Top templates are also a wise choice for optimizing your store for search engines. These templates display the keywords of your store s name and description (which we ll discuss in the following two sections) at the top of your store pages. This is an important element to making your store pages visible to search engines. eBay studies have shown
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that the search engines will not be able to spider words that are covered up by the template. Classic Left and Classic Top allow your Store Name and Store Description to show through.
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After you ve chosen a basic store design, you ll be prompted to choose your eBay Store name. Give your store name special attention; although it s just 35 characters in length, those 35 characters are critical for search engine optimization. Your store name is one of the keyword text elements that are submitted by eBay to Internet search engines, so the name you give your store should reflect the products you sell. That way, buyers searching the Internet for your specific product are more likely to find your eBay Store. For instance, your business name and eBay user ID could be Jean s Fine Quilts. Your eBay Store, however, could be named something like Quilt Patterns Fabrics Notions Sew this way, the store name is filled with keywords so it will be easily spotted by people searching the Internet for quilts, patterns, fabrics, and similar sewing-related items. Then, once the user sees your listing on her search results and clicks the link, she ll go to your store and see your business name, branding, and goods for sale.
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The next store section to set up is the 300-character store description. Your store description is another area in which the text is submitted by eBay to Internet search engines, so again, choose your words carefully. This is not the place to say, Hi. Welcome to our store. Please feel free to browse. While that s certainly a kind greeting, it doesn t contain a single word that a potential buyer would use to search for the goods you sell. It s better to be highly descriptive of what you sell, including specific products and brand names. Some sellers use this space to list their goods creating store descriptions such as KitchenAid blender, Senseo coffee maker, Black & Decker juicer until they reach their 300-character maximum. While this truly optimizes the searchability of the eBay Store, some might fear they re losing an opportunity to connect with the buyer on a more emotional level. In the following section on customizing your store, we ll share a tip on using a customized store header to create a warm-and-fuzzy greeting to your customers.
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