A product title is the first thing a shopper sees in marketplace search, and the strongest signal to its ranking algorithm. Here are rules that work on Prom.ua and most Ukrainian marketplaces, with worked examples and the mechanics behind each rule, not just the rule on its own.
Keep the structure "Type + Brand + Model + key attribute"
Shoppers search with specifics. "Midi tulle dress, yellow" is found more easily than just "Beautiful dress", because it carries the type, the material and the colour — exactly what people type into search.
The order inside this structure matters too. The product type comes first, because that is what a shopper narrows the category by: "dress" first, then whatever narrows down which one. Brand and model follow right after the type, when the product actually has them — for unbranded goods, skip that block and go straight to the attribute. The last slot goes to whichever property shoppers search by most often in that category: size for clothing and shoes, volume for cookware and cosmetics, wattage for appliances.
Put the keyword near the start
Algorithms weight the first words more heavily. Start with what the product is, not with emotional adjectives.
This matters for the shopper too. Search result listings often truncate a title after a fixed number of characters, so words at the very end may never reach the screen. If the first words are "Stylish, comfortable, breathable…", the shopper still does not know what the product is, and scrolls past it.
Do not duplicate or stuff keywords
Repeating one word three times does not lift a listing — it reads as spam to both the shopper and the moderator. The platform's own requirements are collected in the Prom.ua integration.
Worked examples: a weak title and a strong one
Rules are easier to apply against real products than to memorise in the abstract.
Footwear. Weak: "Nice sneakers, on sale". Strong: "Women's Nike Air Max 90 sneakers, white, size 38". The second wins because it carries the type, brand, model, colour and size — every word a shopper actually filters shoes by — while "nice" and "on sale" match no real search query.
Small appliances. Weak: "Best price on a blender". Strong: "Braun immersion blender, 600 W, white". Sellers often add "best" or a run of exclamation marks to a title like this — moderation reads both as promotional filler, not as a product attribute — while a shopper searching for a blender types the function and the wattage, not the seller's opinion of it.
Children's products. Weak: "Educational toy for kids". Strong: "LEGO Duplo Farm building set, 120 pieces, 3+". "Toy for kids" fits thousands of different listings at once and narrows nothing; brand, set name, piece count and age are exactly the words a parent types into the search box.
The mechanics behind each rule
Character limits. Prom's title field enforces a hard length cap: past it, the field simply stops accepting characters. That is why the important keywords belong near the start of the title, not the end — the end is what gets cut, whether by the field's own limit or by truncation in the search results list.
Where search reads from. Prom's search weighs the product title first, then the category's structured attributes — the ones filled into their own fields, such as colour, size, volume — and only after that the description. A word that appears only in the description, and nowhere in the title or the attributes, barely affects where the product ranks.
What moderation rejects. Words unrelated to the product, and vague, catch-all phrasing. Filler like "buy", "order", or a region name is redundant in a title too — the platform's own system appends that kind of word automatically during indexing, so adding it yourself just reads as keyword stuffing. A title that trips a blocked word does not just lose ranking — the listing gets pulled from the catalog outright, not merely pushed down in results.
A checklist before you publish
- The product type sits in the first position.
- Brand and model are included, when the product actually has them.
- The category's most-searched attribute is present: colour, size, volume, wattage.
- The title fits inside the field's length limit without cutting off a keyword at the end.
- No word repeats twice or more.
- No "buy", "sale", "best", emoji, or ALL CAPS.
- The title matches the actual product, its photo, and the category it sits in.
Common mistakes and how to fix them
The title opens with an adjective. "Stylish, comfortable dress…" — the reader still does not know what the product is. Fix: lead with the product type, and either cut the adjective or move it to the very end.
The name is copied straight from a supplier's price list. Often that means the original language of the product, or an internal SKU code. Fix: rewrite it in the shopper's language, in the "Type + Brand + Model + attribute" structure.
The same set of words appears across dozens of titles. Fix: swap in whatever actually distinguishes that item — colour, size, volume — otherwise the listings read as duplicates of each other.
The name does not match the category or the photo. Fix: check that every word in the title describes this exact product, not a neighbouring model from the same price list.
Contact details or a call to action in the name ("Call now", a phone number). Fix: remove it — that is grounds for the listing to be pulled from the catalog, not a way to stand out.
What next
A finished file of titles exports in one click, and you upload it to Prom yourself. Selba generates titles, descriptions and specifications to each marketplace category's rules — and keeps your structure. Try it free on your own catalog, and once your volume grows, pick a plan sized to your catalog.