Keeping up with Etsy SEO tips and best practices can be a headache, I know. The algorithm feels like it’s constantly adjusting, the process takes time, and there are a lot of small steps that can make a huge difference in Etsy success. You need a comprehensive resource to keep it all straight. And that’s where this guide to Etsy SEO comes in.
Professionally, I work in SEO. I’m a full time digital marketer and spend a good chunk of my time conducting keyword research, developing content and studying what it takes to succeed on the Internet.
I’ve leveraged my work experience, years of Etsy selling experience and my mad research skills alike to develop Etsy SEO tips that can help you finally start competing in the online marketplace.
Let’s get started.
- Finding Good Etsy Keywords
- Long-Tail vs. Short Keywords
- Etsy Titles & Tags
- Writing Your Listing Description
- Fill Out Your Item’s Attributes
- Creating Shop Categories
- Etsy Listing Quality & Shop Features
What is Etsy SEO?
When you’re searching for a product and results appear, it’s not magic. It’s a search algorithm at work. Etsy has an algorithm that they’re likely constantly tweaking, but we do know a bit about how to master it.
SEO stands for search engine optimization, meaning you’re optimizing your Etsy listings so the algorithm ranks them highly in search results. When we’re talking SEO for Etsy, the search engine in question is Etsy’s internal search function.
Performing well in competitive search results requires strategic listing details, keyword research and a fair bit of patience. There are a lot of factors in Etsy’s search algorithm, but we’ll take it step by step. Once you build these Etsy SEO tips into your process, you’ll have more consistent results over time.
We’re going to dig into the details, but for a quick look, here’s an overview of the important Etsy search ranking signals:
- Title and tag relevancy
- Exact match phrases
- Item attributes
- Listing quality
- Shop reputation
- Recency
- Geography
As you can see, good Etsy SEO will require a combo of keyword targeting and more general shop performance. First, we’ll dive into the bread and butter of Etsy search performance.
1. Finding Good Etsy Keywords
Keywords are crucial to your Etsy SEO strategy. They’re one of the core reasons your listing would ever show up in a given search result. We’ll talk about how to use them in a second. First, you have to identify which keywords you should target.
There are a few different strategies you can use here. Personally, I like to conduct keyword research within Etsy’s own platform. It’s the best way to see what kind of products appear for the keywords you’re targeting and get a feel for how users word their requests.
Etsy Analytics
One great way to find keywords is to dive into your analytics dashboard. Etsy’s search analytics function is currently in beta mode, but it already provides rich data on which of your products rank for which keywords. Honestly, this kind of access is something we can only dream of in real-world SEO.
In your shop dashboard, navigate to “Marketing” and then click into “Search analytics” to access this feature. Then, you can access keyword data for your shop throughout its existence.
I like to click on “position” to rank these results from highest position (i.e. I’m number one in search results) to lowest.
In 2018, I can see that I ranked highly for some keywords with great impression scores. I can optimize my listings to meet these exact match keywords, so they perform even better. Plus, I have some ideas for how to target keywords with new listings, because this feature gives me a feel for how people search on Etsy.
If you’re posting a new listing, keep this data in mind. Then, try searching for the keywords you’re thinking of including to see what your competition looks like. Click into these competing listings and take a look at the keywords they incorporate in their titles and tags. Soon, you’ll have a great list of potential keywords to work with.
Google Search
Another option for keyword research is utilizing Google’s Keyword Planner or some other kind of keyword discovery tool. While this is SEO 101 in my job, I don’t like to use this for Etsy. I find that Google’s search algorithm is too different from Etsy’s — and I want to focus my energy on the site’s internal search function.
2. Long-Tail Versus Short Keywords
Long-tail keywords are those that have lower search volume (not as many people are searching for them) but potentially much higher conversions — if your product matches the request.
As the reasoning goes, short keywords are incredibly broad. If someone searches “knit hat,” they get thousands of results. Not only is it extremely hard for me to rank for “knit hat,” but the chance of conversion is much lower. The user searching “knit hat” probably doesn’t know what they want right now — so they’re less likely to buy.
Most Etsy sellers will have more success targeting longer, more specific keywords. The person searching for a “hockey mom winter hat” has a definite goal in mind. If I can rank my hat for this keyword, not only am I more likely to beat out the competition, but I’m more likely to make a sale.
Focus your time and energy on specific, long-tail keywords. Once your shop blows up, then you can think about incorporating shorter keywords into your listings. But especially to start, it’s not a winning strategy.
3. Keywords in Etsy Titles and Tags
Now that you’ve got some great keywords to target, how do you use them? The absolutely most crucial SEO step for any Etsy seller is optimizing your titles and tags. When you have a shortlist of keywords, it’s time to properly insert them into your listing.
Etsy Title Tips
First, write your listing title. Etsy titles cannot be cute. I know, it kills me too. There’s nothing I’d like more than to name my hat designs adorable, catchy things, but if I did that, then they would never be found.
Instead, use your precious 66 characters to include your top keyword targets. Separate your keywords with dashes or commas to improve readability. I would suggest listing the keywords in order of which is most relevant and impactful.
Here’s an example title from my penguin hat listing:
Etsy Tag Tips
Next, choose your tags. Always, always use up all 13 of your tags. The more you use, the better your chances are of being found.
Plus, make sure you use the exact keywords you put in your title in your tags, too. Etsy SEO will be much more effective if both features are targeting the same exact match phrases.
For example, here are the tags I made sure to include in my tags for my penguin hat listing. See how they match up with the title?
As time goes by, periodically check your listing’s performance in Etsy search. You can tweak the keywords in your title and tags to match those that you feel will drive more results. It’s a little bit of trial and error to find the phrases that will work best.
Lastly, don’t compete with yourself. Try not to target the exact same keywords with multiple listings. Currently, Etsy’s search algorithm is set up not to flood search results with a ton of listings from just one shop. Instead, if you have similar listings, create a full list of keyword options and switch them up between products.
4. Writing Your Listing Description
Your listing description gives you a ton of space to detail your product, process, care instructions, and anything else that might factor into a buyer’s decision to stick your item in their cart. But Etsy SEO tips still apply here, too.
The first 160 characters of the description serve as the meta description for your item. The meta description is the paragraph of text that will show up under search results on Google or any other search engine. As best practice, make sure these first 160 characters explain your product properly and contain one or two of your main target keywords.
For the rest of your description, be as clear and helpful as possible. This is what will help a potential buyer convert. What could they possibly need to know before they buy? What’s the item’s story? What’s it made of? How do they care for it?
Finally, make sure you weave your most important keywords into the description text. While not as crucial as titles and tags, it can still help you optimize your listing to appear in search results for the phrases you’re targeting.
5. Fill Out Your Item’s Attributes
The more information you can supply about your products, the better. Here’s what you should fill out, if applicable:
- Colors
- Material
- Occassion/Holiday
- Customization Option
- Varieties
- Personalization Notes
- Shipping Information
Etsy will use these options to help users specify their queries. If any of these attributes works for your listing, it’s always better to fill them out as both a trust signal and a way to show up in filtered search results.
6. Creating Shop Sections
If your Etsy shop sells different types of goods or publishes series of items, then you probably use shop categories to organize your listings for anyone browsing your shop. But did you know these categories can help your SEO, too?
This is mostly helpful for appearing in Google search results. Make sure your category names are appropriately titled and maybe even contain a broader target keyword. For example, I organize all of my Harry Potter knitting patterns under “Harry Potter Knit Hats.”
Not only is it great for my shop taxonomy, but it could help me rank for that keyword, too!
7. Listing Quality and Shop Features
Your listing’s keyword targets aren’t the only things that will matter for ranking in search results. Your shop needs to demonstrate that it’s cared for — and trusted by other Etsy users.
Make sure you fill out your Etsy shop’s about page and policies as thoroughly as possible. Beyond that, Etsy pays attention to how much other users favorite your shop and listings, leave positive reviews and interact with your items.
Etsy also tracks how much an item actually converts; they’re more likely to highly rank a product that their users have shown interest in buying. This is what they consider “listing quality.” Favorites, clicks, and of course, conversions all help boost your item’s listing quality.
Finally, recency plays a role, too. Being proactive about updating listings and posting new items can help you perform better. After all, newness signals dedication and activity from the Etsy seller, and that’s a great sign for the platform.
It might be frustrating knowing that a product you’re excited about is affected by a lack of shop activity. But it’s just the reality of the search algorithm. If you’re feeling let down, then my last Etsy SEO tip is especially important for you to take to heart.
8. Practicing Patience is the Key to SEO on Etsy
The grueling part of Etsy SEO — well, any SEO strategy, honestly — is that results take time. You can do everything right: killer keyword research, perfectly optimized titles and descriptions, earning rave reviews. But results will likely not crop up overnight, so staying on top of your shop’s SEO requires consistency and patience.
I’ve not always been great about devoting time to my shop’s SEO. There have been stretches of time where I’ve never tweaked a listing, looked for new keywords or updated my tags. But last year, after I finally learned Etsy SEO for myself, my shop had its best year ever.
The best way to hold yourself accountable is to schedule periodic time to edit your shop listings and dig through analytics. Try blocking out an hour or two every month to pop some popcorn or brew some coffee, then just sit yourself down and focus on these Etsy SEO tips for a little bit.
The technical side of Etsy selling is way less fun than the creative bit, I know. So you may just have to force yourself. And most importantly, don’t lose heart. Consistent effort and a few deep breaths can help you quell the uncertainty and trust in the process over time.
The Ultimate Resource for Etsy SEO Tips
When you’re starting a crafting or creative business, search algorithms and keywords probably aren’t at the forefront of your mind. But if you’re struggling with sales or simply hoping to take your shop to the next level, then a comprehensive guide to Etsy SEO can help you evaluate your process and find room for improvement.
Some of these Etsy SEO tips might feel like old hat. Some of them might be new to you. What have you found to be most effective for your shop? Is there anything you’d like to see any more information on? Please share your thoughts in the comments!
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