B2B Marketplace as a Continued Tool to Make Your SEO and Content Marketing Strategy a Success

Online marketplaces are becoming increasingly popular tools for connecting suppliers and buyers. These platforms provide a convenient way for brands to present their products and services, and for consumers to find a variety of products that fit their criteria.

By 2025, Gartner expects 80% of B2B sales interactions between suppliers and buyers to occur in digital channels.

Advantages of online marketplaces

Using an online B2B marketplace as a brand promotion tool has a number of advantages for both sellers and buyers:

• Audience expansion: Online marketplaces allow sellers to reach a global audience, which increases the potential for sales. Statistics show that nearly 60% of B2B buyers report having made purchases from companies outside of their own country in the past year.
• Low costs: Presenting a digital showcase on a marketplace typically requires less investment than launching a traditional retail business.
• Consumer-friendly: Buyers can easily find and compare products while using various search filters for effective targeting.
• Scalability: Marketplaces can scale quickly, attracting more sellers and buyers.

SEO and Content Marketing on Marketplaces

In today’s world, where marketplaces are taking a more prominent place in B2B online commerce, proper SEO promotion within these platforms is becoming an important tool for companies. Orders are getting bigger and competition is tougher, so it is important to create quality content and optimize it with the latest updates and algorithms of marketplaces. Therefore, for a business to stay afloat and steadily make successful sales, you can’t do without a perfect digital presentation.

Competent descriptions in product cards, properly selected keywords, relevant video content, semantics setting – all this plays a key role in increasing the visibility of the product in the result ranging system and reaching higher positions.

Stages of SEO on the marketplace

In order for all the constituent elements of your presentation to get to the top of the search results of the marketplace, they must be worked out in all parameters. It is necessary to take into account the peculiarities of a particular marketplace and act according to the classical scheme, step by step preparing the showcase.

How to form a selling textual content of the presentation on the marketplace

To be in the top offers, the seller should write keywords in all sections of the digital presentation: in the description of activities, in the descriptions and characteristics of products, in the texts of news and offers.

Step 1: Forming headlines

The headline is the first element a potential buyer pays attention to. It affects the clickability of the page and the ranking of the product.

Step 2: Writing descriptions

Here it is important to describe the product or the company’s activities in as much detail as possible in order both to include more keywords, and to close all possible questions and objections of potential customers.

When creating product descriptions, pay attention to the product category. For example, for electronics and gadgets is important not only visual design, but also a full disclosure of technical characteristics. Children’s goods industry is closely connected with safety and durability, food products – with naturalness and flavor characteristics, sports equipment – with practical application. Content should soothe and ease the pain of the audience, compensating for the inability to physically try on or feel the product.

Pay attention! Do not embellish the product and endow those properties that it really does not possess.

Step 3: Specifying characteristics

Indicating the properties of the product allows you to complement and enhance the effect of the description.

Characteristics should include:

• Information about the complete set, size and weight of the product.
• Its full composition: materials, ingredients.
• Technical data (if any).
• Storage conditions and expiration dates (relevant, for example, for cosmetics and food products).

Why visuals are important on marketplaces

Publishing visual materials (product images, product catalogs, videos) on marketplaces, which consists in preparing bright presentation content, has a direct impact on sales dynamics. A properly designed digital showcase increases the volume of orders by at least 20%, images stimulate conversion growth up to 9%, and over 65% of consumers first study photos and images, then – characteristics from descriptions.

Uniquely designed visual elements help generate the following measurable business results:

• Increase in CTR (click-through rate): the number of product post clicks in relation to impressions is taken into account;
• Increased conversion rate;
• Reduction in the percentage of exchanges and returns: clear visuals allow the consumer to fully examine the presented product, which reduces the risk of claims after receiving the order;
• Improved position of product posts in the search results due to stable clicking rate and increased volume of successfully concluded transactions.

Why content updates are vital to the success of your SEO and content marketing strategy

The more often you update and enrich the content in your B2B marketplace presentation, the more effective SEO will be.

For example, Kompass.com, one of the top 10 online B2B marketplaces in 2025, recommends to its members to create the following content when designing showcases in the Booster line:

1. Company data: Here you can edit your company contact information, upload your company logo and motto (slogan), and set the exact geolocation of the company at any time. It is important to update the contact and manager information in time in case of any changes.
2. Products and services: Here it is possible to publish descriptions and images of your products in 26 languages (it is recommended to give at least national and English versions for each product, as well as three images). Backlinks in the text of the description are allowed. It is recommended to complete all fields of the product post as much as possible (especially prices and technical specifications), as well as to add new products regularly.
3. Activity description: Here you should publish a free text description of the company’s activity in the national and other languages.
4. Keywords: Here you can add keywords to make your company profile better indexed by search engines. It is recommended to add keywords in different languages.
5. Activities: Here you can fix the Kompass classification positions relating to your activities. You can find the necessary positions by entering keywords into the search box of the classification system. The more positions you select, the better chance you have of being listed in the search results more often.
6. Video: Here you can (and should) upload up to 20 videos with appropriate description.
7. Scanned catalogs: Up to 25 product catalogs, certificates and up-to-date price lists can be uploaded here. Such materials add value to your presentation and inspire confidence in your brand.
8. News and events: Here you can publish current news, promotions, offers and posts of your company without limit. We recommend doing this at least once a week.
9. Offers: Here you can post time-limited promotions, offers of discounts and bonuses, etc.
10. Trademarks: Images and descriptions of the brands your company represents are published here.
11. Our clients: Here the visitor sees the names of your clients with their logos.

To sum it up

Optimizing content and launching SEO within B2B marketplaces is a task that requires a systematic approach and careful study of various aspects. Proper design, analytics, keyword selection will help your product to reach the first positions in the search category, increase the number of orders, reach a new level of sales.

Remember that SEO and content marketing is not a one-time action, but a process that requires regular work and corrections. In a content marketing strategy on B2B marketplaces, a properly designed digital presentation plays a key role: it engages the consumer, keeps his attention and allows the seller to get a head start on competitors.

Kompass.com Business Place is a B2B marketplace to do business and find new contacts, partners, buyers, suppliers, importers and importers; a business portal where B2B connections and opportunities meet; a place where you do business according to international standards using the most innovative online prospecting, targeting and lead generation solutions.

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