eBay's search algorithm (called Cassini) determines which listings appear first—and first means sales. Understanding how to optimize for Cassini can dramatically increase your visibility and sell-through rate.

How eBay's Cassini Algorithm Works

Cassini's goal is simple: show buyers the listings most likely to result in a purchase. It considers:

Relevance: How well your listing matches the search query
Seller performance: Your track record and metrics
Listing quality: Photos, descriptions, item specifics
Buyer behavior: Click-through rates, sales velocity
Price competitiveness: Are you priced reasonably?

Key Insight:

Cassini rewards listings that convert. Two sellers with identical titles—the one with better photos, faster shipping, and higher ratings will rank higher because they're more likely to make the sale.

Title Optimization: The Most Important Factor

Your title has 80 characters. Every word matters for search visibility.

Title Structure Formula

[Brand] + [Model/Style] + [Key Features] + [Size] + [Color] + [Condition]

Example:

Lululemon Align High Rise Leggings 25" Size 6 Black Nulu Fabric NWT

Title Best Practices

Do

Front-load important keywords
Use all 80 characters
Include brand and model names
Add size, color, condition
Use words buyers actually search

Don't

Use ALL CAPS (looks spammy)
Add excessive punctuation !!!
Keyword stuff unrelated terms
Use abbreviations buyers don't search
Include "LOOK" or "L@@K"

Keyword Research

Search eBay: Start typing and see autocomplete suggestions
Check sold listings: See what titles actually sell
Use Terapeak: eBay's built-in research tool (free for sellers)
Google Trends: Find trending search terms

Item Specifics: Don't Skip These

Item specifics are the dropdown fields eBay provides (brand, size, color, etc.). Cassini heavily weighs these.

Critical:

Fill out EVERY item specific eBay offers. Listings with complete item specifics rank significantly higher and appear in filtered searches. Incomplete specifics = invisible to filtered shoppers.

Most Important Specifics

Brand: Always exact match
Size: Use eBay's standard sizing
Color: Match eBay's color options
Condition: Be accurate and detailed
Style: Helps with category searches
Material: Buyers filter by this

Photos That Convert

Better photos = higher click-through rate = better Cassini ranking. It's a virtuous cycle.

Photo Requirements

Minimum: 1 photo (but never just 1)
Recommended: 8-12 photos
Size: At least 1600px on longest side
Background: Clean, neutral (white/grey preferred)
Lighting: Natural light or professional lighting

Photos to Include

Front view (main photo)
Back view
Size/brand tag
Material/care tag
Any unique details
Any flaws (zoomed in)
Item laid flat for proportions
Item in context (optional: styled/worn)

Photo Tip:

Your first photo determines click-through rate. Make it your best, clearest, most professional image. Think: would you click on this in a sea of similar listings?

Seller Performance Metrics

eBay tracks your performance and rewards good sellers with better visibility.

Metrics That Matter

Metric	Target	Impact
Feedback Score	98%+	High
On-time Shipping	97%+	Very High
Tracking Uploaded	95%+	High
Defect Rate	<0.5%	Critical
Cases Closed w/o Resolution	<0.3%	Critical

How to Improve Metrics

Ship same or next day: Don't use full handling time
Always upload tracking: Before carrier scans
Communicate proactively: Message buyers about delays
Resolve issues: Refund quickly to avoid cases
Describe accurately: Prevents "not as described" claims

Shipping Strategy for Better Rankings

Free Shipping (Recommended)

eBay's algorithm favors free shipping listings. Build shipping into your price.

Appears in "Free Shipping" filtered searches
Psychologically preferred by buyers
Simpler pricing = more conversions

Fast Handling Time

1-day handling beats 3-day handling in rankings
Only promise what you can deliver
Late shipment = seller defect

Returns Accepted

30-day returns boost visibility
Free returns rank even higher
Higher price point can offset return costs

Promoted Listings: Worth It?

eBay's advertising platform lets you pay for better placement. But is it worth the cost?

When Promoted Listings Work

High-margin items (can absorb 5-15% fee)
Competitive categories with many listings
New seller accounts building visibility
Seasonal items needing quick sales

When to Skip Promoted Listings

Low-margin items (fee eats profit)
Niche items with little competition
Unique/one-of-a-kind items (will be found anyway)

Promoted Listings Strategy:

Start at 2-3% ad rate. Only increase if item isn't getting views. Monitor your Promoted Listings dashboard—if cost per sale exceeds profit margin, turn it off.

The "Watchers" Strategy

Items with watchers rank higher because eBay sees buyer interest. Here's how to get more watchers:

Tactics to Increase Watchers

Competitive pricing: Just under market attracts watchers
Great photos: Eye-catching = saved for later
Best Offer enabled: Watchers wait to negotiate
Share to social: External traffic that watches

Convert Watchers to Buyers

Send offers to watchers (eBay feature)
Price drops trigger watcher notifications
Limited quantity creates urgency

Listing Refresh Strategy

Stale listings rank lower. Keep your inventory fresh:

When to Refresh

No views in 7 days
Views but no watchers/sales in 14 days
Seasonal items not moving

How to Refresh

End listing and relist (best option)
Revise title with new keywords
Update photos
Adjust price (even $1 triggers activity)
Add or update item specifics

Quick Wins Checklist

Optimize Every Listing

Use all 80 title characters
Fill out all item specifics
Upload 8+ high-quality photos
Offer free shipping (built into price)
Enable Best Offer
Accept returns (30 days minimum)
Set 1-day handling time
Write detailed description with measurements

Common eBay SEO Mistakes

Incomplete item specifics: Invisible to filtered searches
Poor first photo: Low click-through rate tanks rankings
Keyword stuffing: Cassini penalizes irrelevant terms
Slow shipping: Hurts seller metrics and rankings
No Best Offer: Missing negotiation-ready buyers
Ignoring mobile: 60%+ of eBay traffic is mobile

Bottom Line

eBay SEO isn't magic—it's doing the basics better than your competition. The sellers who consistently rank higher:

Write keyword-rich, descriptive titles
Complete all item specifics
Take excellent photos
Maintain strong seller metrics
Ship fast with tracking
Keep listings fresh

Do these things consistently, and Cassini will reward you with visibility.

eBay Algorithm Hacks: How to Rank Higher and Sell Faster