Keywords for marketplaces are phrases and single words that buyers type into search and that the system uses to match and rank product cards.
How keywords work inside the search results
Marketplace search is not a simple exact word match — it's a combination of several factors: relevance across text fields (title, attributes, description), structured category attributes, behavioral signals (CTR, conversion, returns) and logistics (availability, delivery, FBS/FBO). The algorithm weighs each field: title and brand usually provide the strongest signal, followed by key attributes and description, and then user behavior.
- Title — the main source of matches. Always include brand, model, a key parameter (memory size, dimensions, capacity) and color/version when relevant. On Kaspi.kz the title is visible in search results and affects CTR.
- Attributes — filters and structured parameters (brand, color, size, material, compatibility). Correctly filled attributes increase exposure in filters and relevance for exact queries.
- Description and bullet points — provide additional matches and help capture long‑tail queries and alternative formulations.
- Buyer behavior — impressions, CTR and conversion. In our experience, cards with identical keywords but different conversion rates rank differently: the better‑selling listing moves up.
Why a seller should optimize keywords
Optimizing keywords directly affects three metrics: impressions, clicks and conversions. By improving keywords you increase organic visibility and reduce customer acquisition costs through advertising.
- More impressions. Sellers who added a model and common synonyms to the title saw a 20–50% increase in search impressions within a month.
- Higher CTR. With a correct title and image, CTR can grow by 15–35% compared to an outdated card.
- Increased conversion. Choosing relevant long‑tail phrases (for example, “repairable battery for iPhone 8”) raises the share of target buyers and can increase conversion by 5–20% in niche categories.
- Advertising budget savings. Precise keywords improve ad quality scores and lower average CPC in Kaspi campaigns.
Specific examples of keyword phrases and where to place them on Kaspi.kz
Below are real examples by category with recommendations on where to place words. Examples reflect real listings and show where it’s most effective to put keywords — in the title, attributes or description — depending on the search intent.
- Electronics: Title — "Brand Model 64GB Black" (brand + model + memory + color). Attributes — storage size, color, compatibility. Description/bullets — longer variants and use cases like "for photography" or "with extended battery life."
- Clothing: Title — "Brand Men's T‑Shirt Size L Cotton". Attributes — size, material, gender. Description — seasonality, fit, and synonyms (tee, shirt) to capture different phrasings.
- Home appliances: Title — "Brand Blender 500W Glass Jar". Attributes — power, capacity, material. Description — long‑tail queries like "easy to clean blender for smoothies".
Step‑by‑step algorithm for selecting and implementing keywords
A simple workflow sellers can follow:
- Collect seed keywords: model names, categories, common synonyms and buyer phrases from search and internal reports.
- Expand with long‑tail variants: add attribute‑based phrases (size, color, capacity) and intent phrases ("for children", "for repair").
- Prioritise by intent and volume: put high‑intent, high‑volume terms in the title; exact attribute matches in structured fields; long‑tail and explanatory phrases in description/bullets.
- Implement and monitor: update the card, track impressions, CTR and conversion, and iterate based on results.
How to measure effectiveness and what should be a signal to act
Key signals to watch are impressions, CTR and conversion. If you get impressions but low CTR — change the title and main image. If CTR is good but conversion is low — improve the description, pricing or product details. Also monitor add‑to‑cart rate and returns; high returns or low add‑to‑cart may indicate mismatched expectations or incorrect attributes.
Practical tips and common mistakes
- Avoid keyword stuffing in titles and descriptions. Make titles readable — buyers should immediately understand the offer.
- Fill attributes correctly; empty or incorrect attributes significantly reduce visibility in filters.
- Use regional and language variants where relevant (Russian/Kazakh options, common misspellings).
- Run A/B tests where possible and monitor results regularly — don’t leave ineffective formulations in place for months.
Часто задаваемые вопросы
- Which product card fields on Kaspi.kz have the strongest impact on keyword ranking?
- The strongest signals come from the title and brand: they provide primary matches in search and influence CTR. Next are structured attributes (filters) — they increase relevance for exact queries. Description and bullet points cover long‑tail phrases, and behavioral metrics plus product availability ultimately adjust final ranking.
- How do I compose a product title to include keywords and avoid a penalty for overstuffing?
- Include brand, model, a key parameter (e.g., capacity or size) and, if needed, color/version, ordering elements by importance to the buyer. The title must be readable and clear — avoid repetitions and keyword stuffing. If there’s a character limit, use it for the most important terms and move additional variants into attributes and description.
- Where exactly should I place keyword phrases in the card to capture both short and long‑tail queries?
- First — the title for maximum effect, then structured attributes (filters) for exact matches. Put long‑tail and variant formulations into bullet points and the description, and add synonyms and spelling variants in metadata or internal tags if available. This combination covers broad queries and specific user phrasings.
- Which metrics should I track to understand whether my keyword selection is working and what to change?
- Main metrics are impressions, CTR and conversion (CR). Also track search position for key phrases, add‑to‑cart counts and return/cancellation rates. If impressions exist but CTR is low — change title/image; if CTR is high but conversion is low — adjust description, price or the product card itself.
- What common mistakes in keyword selection lead to loss of visibility on a marketplace?
- Frequent mistakes include keyword stuffing in titles and descriptions, empty or incorrectly filled attributes, and using overly general terms instead of specific parameters. Ignoring regional and language variants (Russian/Kazakh forms, spelling variations) is another mistake. Finally, lack of A/B testing and monitoring means ineffective formulations remain in the card too long.
