Just like a search engine, you need visibility to compete with rival global brands within marketplaces

SEO for international marketplaces

Marketplaces have come to play a central role in e-commerce. For many, specialist retailers, they represent their primary access to the market. Even for larger retailers, marketplaces are seen as a vital channel to run alongside own brand websites and other sales channels. They offer an excellent way for any retailer to expand their reach, attract new customers, trial new ranges and put a stake in the ground in new territories – often without having to make significant capital outlay.

Across international markets, a wide range of marketplaces present opportunities on a global level (Amazon, eBay), on a regional basis, e.g. Mercado Libre in Latin America, or are key players within specific markets, e.g. Rakuten in Japan, Flipkart in India, Cdiscount in France or Konga in Nigeria.

Oban product offer

The marketplace challenge for any brand is competition – just like a search engine, you need visibility to compete with other brands within the marketplaces. Our first step is to use relevant keyword research to inform both your product strategy (which products we are likely to sell) and your technical/tactical implementation.

For example, we can use your existing product shopping feed data and apply market specific keyword insight to modify and improve the relevance of your product metadata and text descriptions. This process is akin to on page optimisation but bears in mind the specific technical requirements of each marketplace for product data, e.g. length of the descriptive text, image specifications etc.

Where possible, our solution will be automated so that modifications to your feed data (e.g. pricing data) can be incorporated in real time with no manual intervention. Overall, we review all the known marketplace algorithm factors (e.g. eBay’s best match algorithm) and tailor our solutions accordingly.

We can also advise you on how best to create compelling product pages, how to engineer your content to maximise sales, and whether you should consider using ‘paid for’ advertising on marketplaces, e.g. via Amazon sponsored products.


As with on-page optimisation, cultural and local understanding is crucial to SEO for marketplaces. Linguistic, cultural, technical and regional input from our Local In-Market Experts (LIME) network is key to planning and executing successful SEO for international marketplaces.

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Some of our SEO clients


Merlin Entertainments

We have worked with Merlin since 2017 on a range of SEO, Content and UX projects for their attractions, including London Eye and Madame Tussaud's, as well as providing paid media support for the launch of Legoland Japan.


Jo Malone London

We have worked with Jo Malone London since 2015, through their sale to Estee Lauder Group and ever since. We provide ongoing technical SEO services and SEO migration consultancy across 21 markets,  plus SEO training for their broader team.

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BBC World Service

We have worked with the BBC World Service since 2015 and have won several awards for our work, most recently in India. We provide above the line planning and buying across a range of markets in Africa, the Middle East and Asia, including  Egypt, Nigeria, Ethiopia, Kenya, Senegal, India and more.   We run a diverse range of campaigns using multiple formats, from wrapped buses in Nigeria to TV advertising in Egypt and radio advertising in India.

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Global software company Unit 4 partners with Oban. We support them with SEO, including managing the consolidation of their multiple sites to one main domain.


Big Bus Tours

We started working with Big Bus Tours in 2015. We promote tours in over 20 cities to travellers from over 150 countries. We meet ambitious growth targets year after year, delivered within strict cost parameters, providing impressive and sustainable growth. Google have used our work as a worldwide case study. We have won awards including Travolution's prestigious Best paid Media Campaign and  Digital Marketing Campaign of the Year.  Since the pandemic,  we have bounced back to our best ever set of results in 2023, winning an E-commerce Cross-border award. The judges said 'It’s a master class in paid media resilience and adapting to changed circumstances and demonstrates how a three-pronged paid media strategy delivered stunning results, far exceeding the last year before the pandemic. For marketers looking to understand the optimal blend of manual and Smart Bidding, this entry provides key insights – as well as proving the value of a granular campaign structure, bespoke user journeys for different audiences, multi-lingual opportunities, and continually iterating campaigns to deliver sustainable competitive advantage.' 

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We provide Paid Media,  SEO and Content for AXA Global Healthcare working with consumers across 140 markets. We have won several awards for our work including Best Use of Search and Most Effective Marketing Campaign. We have worked with AXA since 2014.

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We worked together on a range of services including technical SEO, content,  UX and Paid Search in the UK, US Germany and Thailand.  'We've worked with Oban for almost 6 years now and we trust and value their opinions across both organic and paid media.'



IFS develops and delivers enterprise software for manufacturing and distribution businesses. Oban have been working with IFS since 2019 to create and deliver their SEO strategy and implementation, which included consolidating 19 sites into one with no loss of organic visibility.



We have been working with Conair for three years providing a mix of Paid Media support and Above the Line activity across European markets for their portfolio of brands which include BaByliss and Cusinart. Navigating a complex retail landscape with multiple resellers, we help drive brand awareness in an increasingly cluttered and competitive market.



YMCA Downslink is Oban's chosen charity, supporting young vulnerable people and preventing homelessness. We provide strategic advice and digital marketing support to help them recruit supporters and achieve their fundraising goals.


First Sentier Investors

First Sentier Investors is a global asset management business. We have worked with FSI for 5 years providing a mix of global SEO strategy, implementation and migration support across markets in Asia and Oceania, delivering continuing sustainable organic traffic and session growth. 

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