What you need to know in 2023
Second in a Three-Part Series
In the July/August issue of Laser Focused, we talked about how powerful the Etsy platform is for small business owners. However, in a vast sea of creativity, how can a seller ensure their products receive the attention they deserve? The answer lies in mastering Etsy SEO, a powerful tool for enhancing product visibility and driving sales. Guided by insights from the Etsy Seller Handbook, we will explore Etsy SEO and how it can be harnessed for success.
What is SEO?
Simply, Search Engine Optimization (SEO) is a strategy aimed at improving a website?s visibility in search engine results. But what does that even mean? On Etsy, basically, it?s how buyers find you on the Etsy platform. Etsy is like a large search engine! So, when a shopper searches for a product on Etsy, the search algorithm works to match their query with relevant listings. Optimizing product listings using keywords, tags, and other elements helps sellers get a prime spot on the search results page.
What makes up SEO on Etsy?
Keywords are the most important parts of Etsy SEO. They are the words and phrases that potential buyers type into the search bar when looking for specific items. The Etsy Seller Handbook suggests thorough keyword research as the starting point. Sellers should brainstorm a list of potential keywords related to their product, consider synonyms and variations, and evaluate their popularity. There are third-party tools out there, but the best resource is the Etsy Search bar ? and it?s FREE!
Type your keywords into the search bar and look for ones that ?auto-populate?, meaning they pop up down below as you type. Those are the most popular keywords that buyers are using!
Title: The title holds the most weight in Etsy?s search algorithm. It?s crucial to include the most important keywords here while maintaining a readable and engaging title. The best titles include multi-word phrases. So not just the words ?wall art?, as it has millions of results on Etsy, but ?baby room wall art woodland? has way fewer results and helps narrow down specifically what kind of wall art and where it goes!
Other Tips on Writing Etsy Titles
? Fill the entire space! We get 144 characters, so use them all.
? Use multi-word phrases (no single words)
? No need to include plurals and singles of a word (like book and books)
? Use proper spelling
? Use proper terms for where you live (so if its ?mum? in your country, use that. Etsy will interchange ?Mum? with ?mom? for US buyers)
? Include phrases that describe
? What the item is
? Who is it for
? When is it for, why would someone buy it
Tags: Tags are additional keywords that reinforce a listing?s relevance. Etsy allows sellers to input up to 13 tags per listing. It?s recommended to use all available tags, focusing on both broad and specific terms. According to the handbook, sellers get the best match when titles and tags match. A best practice is to copy your Etsy title and paste it into tags, splitting longer phrases up. So, ?nursery wall art woodland? becomes two tags: ?nursery wall? and ?art woodland? and it?s ok if those phrases don?t make sense as tags.
Product Descriptions: While keywords should naturally appear in the description, the emphasis should be on providing valuable information to potential buyers. Including keywords in bullet points or paragraphs helps improve readability and searchability. The most important keywords should appear at the top of the description.
Attributes: Attributes such as size, color, and material also play a role in search results. These should align with the product and the terms customers might use to find it.
Pricing and Shipping Optimization: Etsy?s algorithm also considers pricing and shipping factors. Competitive pricing and transparent shipping costs can positively influence a listing?s visibility. The Etsy Seller Handbook recommends factoring in all costs when determining prices to avoid surprises for both the seller and the buyer. Offering free shipping or providing accurate shipping times can further enhance a listing?s appeal. A good tip is if you?re not sure if you should offer free or paid shipping, try one way for a bit and then try the other way. See if one brings more sales!
Measuring and Adapting: Regularly monitoring the performance of listings is crucial. Etsy?s analytics provide insights into how customers are finding and interacting with products. Monitoring metrics such as views, favorites, and conversion rates can offer valuable feedback on the effectiveness of the SEO strategy. Based on these insights, sellers can adapt their approach and refine their keyword choices.
Wow, that?s a lot to consider. How do I manage everything? Etsy?s algorithms and best practices evolve over time. Sellers must stay updated on changes to the platform?s search algorithm and SEO guidelines. The Etsy Seller Handbook is a great resource, and its insights serve as a reliable guide for navigating the intricate world of Etsy SEO. However, you?ll get the most experience by trial and error! Make sure to join the Etsy Underachievers Group on Facebook to stay up to date on the algorithm! We give feedback and offer tips and tricks for Etsy Sellers every day.
Etsy SEO is a potent tool that empowers sellers to get in front of buyers with unique creations. By strategically implementing keywords and staying informed about Etsy?s guidelines, sellers can maximize their chances of reaching the right audience.
In the third installment of this Etsy series, appearing in the November/December issue of Laser Focused, we?ll delve into product photography and how to shine on the platform.
See the whole article HERE
Jessica Trueblood is an Etsy coach and strategist. She is the owner of Shop Review Crew, and founder of the Etsy Underachievers group on Facebook, which provides free resources to Etsy sellers. She teaches using only Etsy best practices to ensure her students get the best information possible! She lives in Colorado with her husband, son, and her Glowforge, Maxine. You can connect with her at www.shopreviewcrew.com