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From Zack, Faire’s SEO lead
Getting discovered by retailers on Faire – and boosting wholesale orders – starts with how you set up your product listings. Strong SEO (search engine optimisation) makes it easier for retailers to find – and buy from – you.
This checklist will walk you step-by-step through the essential SEO moves to help your products rank higher in Faire search and beyond. Start with the essentials like product titles and descriptions, then layer on the other elements to maximise your visibility.
1. Product titles
Why they matter: Titles act as your headline – they’re the strongest signal in Faire search results and are your top priority to address for SEO.
☐ Use 35 to 60 characters
☐ Lead with the keyword buyers would search for to find your product (e.g. “lip balm” vs “SKU123”)
☐ Add details like size, scent or material
☐ Avoid filler words or brand-only product names (e.g. “amazing” or “the glow”)
Pro tip: Every word in your product title should help a buyer find your product. If it doesn’t add clarity (like size, scent, material, colour, etc.), then it doesn’t need to be in the title (e.g. “stylish travel mug” vs “reusable ceramic travel mug 12 oz”).
2. Product descriptions
Why they matter: Buyers skim descriptions before purchasing, and search engines may use them as snippets with their search results.
☐ Start with one to two sentences using key phrases buyers might search
☐ Cover what it is, what it’s made of, who it’s for and how/when to use it
☐ Add use cases, ingredients/materials and seasonal terms if relevant
☐ Keep it scannable – use bullet points
☐ Aim for 250 to 1,000 characters
How do I use key phrases? This means weaving in the natural language a buyer might type in while looking for products like yours. Think of this as including product type + key trait + customer use case.
For example, “a snack bar your customers will love” becomes “these gluten-free snack bars are made with oats, almonds and honey. Each pack includes 12 individually wrapped bars, ideal for on-the-go shoppers.”
3. Images
Why they matter: Clear visuals improve trust and conversion, and can boost visibility in other external search engines, like Google Images.
☐ Upload at least three high-quality images
☐ Include packaging and lifestyle imagery when possible
☐ Make file names and alt text match the product name
4. Product details and attributes
Why they matter: Different from your product description, product details and attributes power Faire’s filters and help match your product to buyer searches.
☐ Fill out all applicable fields for the product (ingredients for food, fabric for clothing, etc.)
☐ Avoid keyword stuffing or irrelevant fields
5. Categories and subcategories
Why they matter: Correct categories determine where products show up in browsing, filtering and discovery on Faire.
☐ Each product must be placed in a single, most-specific subcategory
☐ Avoid general categories when more specific ones apply
☐ Choose these based on buyer behaviour vs internal brand logic
Examples:
-Lip Balm → Beauty & Wellness > Skincare > Lip Care
-Hot Sauce → Food & Beverage > Condiments & Sauces > Hot Sauces
Take your SEO work even further…
Collections (optional, but powerful)
Why they matter: Collections help retailers quickly find and bundle products, driving bigger orders.
☐ Create collections for seasonal, themed or functional groupings (about 8 to 25 SKUs)
☐ Use intuitive, keyword-friendly names (e.g. “Autumn Favourites”, “Self-Care Gifts”)
☐ Group by use case, price or audience
Seasonal updates
Why they matter: Retailers plan ahead, so seasonal terms help you show up at the right time in the wholesale buying calendar year.
☐ Update tags, titles and descriptions to reflect seasonal search behaviour
☐ Refresh copy around holidays, gifting moments and annual retail cycles
☐ Seasonal searches usually peak about two months before the season hits (e.g. Easter search peaks in February on Faire)
Pro tip: Think about how a customer might use your product seasonally – for instance, a spice blend may shift from cosy winter chili for matchday to summer barbecue must-have.
Beyond Faire SEO (for Faire-hosted pages)
Why it matters: Whether buyers use Google or AI search, these steps help drive traffic to your Faire shopfront.
☐ Use unique product descriptions to stand out in Google’s index
☐ The first 160 or so characters of your description often appear in search snippets
☐ Link your Faire shop page product in your customer channels (social, website, etc.)
☐ Directly embed your Faire shop link into the wholesale tab of your website or with the Faire Direct widget
Pro tip: Make sure your Faire Direct link is easy to access for potential retailers who may come across your brand – don’t make potential retailers scroll.
The bottom line
Investing in SEO isn’t just about search – it’s about sales. Optimised listings surface more often on Faire, helping you connect with retailers who are actively looking for products like yours.
Strong titles, clear descriptions, complete attributes and curated collections all work together to boost visibility and conversion. Retailers can’t buy what they can’t find – so, the easier it is to discover your products, the more likely you are to turn views into wholesale orders.
Even small updates – like refining a title or adding seasonal keywords – can make a measurable impact. And, when you pair these optimisations on Faire with off-platform efforts (like linking to your Faire Direct page from your website or social channels), you’ll maximise your chances of being found by the right buyers, at the right time.
Keep coming back to this checklist, and visit our Help Centre to find out more about how search works on Faire.
