Sellers on Etsy know that running an online shop goes far beyond simply making great products. You also need to attract customers so they can discover those wonderful items you have for sale. This is where search engine optimization (SEO) comes in.
Understanding how to optimize your Etsy listings and shop for search can help dramatically improve your chances of showing up when buyers search for products like yours. Implementing Etsy SEO best practices takes some time and effort, but it is one of the most valuable things you can do to grow your Etsy sales.
In this comprehensive guide, we will walk through key Etsy SEO tips to help you improve your shop’s visibility in search and reach more customers.
What is Etsy SEO
Etsy SEO, short for Etsy Search Engine Optimization, is the process of optimizing your Etsy shop and listings to improve their visibility in Etsy’s search results. Just like Google or any other search engine, Etsy has its own algorithm that determines which shops and listings appear at the top of the search results. By understanding and utilizing Etsy SEO effectively, you can increase the chances of your products being found by potential buyers.
How Search Works on Etsy
Before diving into specifics on optimizing your listings, it’s helpful to understand the basics of how search works on Etsy.
When a shopper searches for something on Etsy, the site’s search algorithm goes to work to display the listings it determines are the closest match to the user’s search query. Listings with relevant titles, tags, materials, and other attributes matching the search terms have the best chance of appearing higher in the search results.
Etsy wants to connect buyers with the right sellers. So optimizing your listings to align with what shoppers are searching for can help your products appear during those key moments when buyers are actively looking to purchase.
Why Etsy SEO Matters
Most shoppers who land on your Etsy listings will have found you through search, either by searching directly on Etsy or through search engines like Google. So if you want to drive traffic to your shop, rankings in Etsy search results are critical.
Appearing on the first page of search results can increase your shop’s chance of making a sale by over 50 times compared to appearing on page two or later. And showing up higher in the results, especially in the top 3 listings, leads to more clicks and orders.
SEO for Etsy essentially means using relevant keywords and optimizing your titles, tags, photos, descriptions, and other elements to improve your visibility when buyers search for products like yours. The time invested in Etsy SEO almost always results in higher search traffic and lower marketing costs over time.
Optimize Your Etsy Listing Titles
Your Etsy listing’s title is the first and most prominent element buyers see in search results. An engaging, keyword-rich title is critical for grabbing attention and clearly conveying what you sell to shoppers.
Some best practices for Etsy listing titles include:
- Put your main keyword first: Place your most important 1-2 keywords at the beginning of the title. This helps catch the buyer’s eye and signals relevancy to Etsy.
- Accurately describe the item: List the item name, colors, materials, and defining details so shoppers clearly understand what you are selling.
- Keep it under 60 characters: Title length affects how text wraps on mobile, so keep it short and scannable.
Here is an example:
Grey Knit Winter Infinity Scarf with Pom Poms – Chunky Cable Knit Circle Scarf
This works well because it leads with a “knit scarf” which is likely what buyers would search for. It effectively describes the colors, style, materials, and design elements of the scarf using keywords shoppers frequently search for. And it concisely conveys the useful details in under 60 characters.
Follow this formula of front-loading titles with main keywords while succinctly describing your products to create listing titles optimized for Etsy search.
Leverage All 13 Tags
Tags serve as an important signal to Etsy’s algorithm about your listing’s topic and what it’s about. You have 13 tags to work with, so use all 13 and make them as relevant as possible.
Some tips for optimizing Etsy tags:
- Use naturally searched terms: Include words and phrases people would naturally search for your item, like colors, materials, item type, occasion, recipient, etc. Tags like “boho dress”, “linen pants”, or “custom pet portrait” capture popular searches.
- Avoid 1-word tags: The exception is your shop name or product brand name. Otherwise, tags with 2+ words are more helpful.
- Use both general and specific tags: For example, use “earrings” as well as a longer variation like “statement earrings”. Apply this to other attributes like colors, materials, descriptions, etc.
Your goal is to reflect all the nuances of your product. Use every tag slot to cover descriptive keywords buyers frequently search for.
Optimize Your Shop Section & Listing Descriptions
After titles and tags, your shop section text and listing descriptions represent prime real estate for optimizing relevant keywords and helpful details about your items.
Shop sections give you 200 characters to describe what your shop offers. Succinctly highlight your products, materials, product types, or categories to indicate what buyers can expect from your listings.
In your listing descriptions, eloquently elaborate on the materials used, sizing details, care instructions, packaging, personalization options, your process or inspiration, and your brand story.
Use keywords naturally and in context within your descriptions. Additionally, incorporate relevant words and phrases in:
- Section headers: Break up long descriptions with headers like “Materials”, “Dimensions”, “Care”, etc.
- Bulleted lists: Pull out key attributes into bullets like shipping times, delivery options, personalized touches offered, etc.
- Image alt text: Improve context for product photos by describing the image in the HTML alt text attribute.
These techniques help reinforce critical listing details for buyers while also signaling keywords to Etsy and Google Shopping.
Choose the Right Product Categories
Accurately categorizing your listings helps connect them with more focused niches of buyers searching specific categories on Etsy.
For example, categorizing a ring as both “Jewelry” and “Wedding & Engagement” can lead to more exposure to someone searching “engagement rings under $500”. Listing hats under both “Accessories” and “Kids” can capture searches for “toddler winter hat”.
Review all of Etsy’s item categories and treat them as a tagging system for your products. Select both high-level categories as well as niche sub-categories whenever relevant to ensure your listings appear across more related searches.
Link Your Social Profiles
Connecting social media accounts is an easy way to improve SEO on your Etsy shop. Platforms like Instagram, Facebook, and Pinterest give you more opportunities to promote your brand and products.
Linking to these profiles from your Etsy shop provides signals to search engines about your business and content on those additional sites. This can help your Etsy shop’s overall visibility, including improving rankings in Etsy search.
Make sure to keep the username consistent (ideally match your Etsy shop name) on all platforms you connect. Consistent naming and profile imagery also help reinforce your brand identity across channels.
Analyze Your Shop’s SEO Performance
While this covers the essentials of Etsy SEO best practices, you may be wondering how to track your progress and find areas needing improvement.
Etsy provides useful SEO tools and stats to help sellers monitor the effectiveness of their optimization efforts:
- Etsy Search Stats: This shows how your listings are ranking for target keywords across Etsy Search. Monitor rankings weekly to gauge your progress.
- Google Search Console: Connect this free tool to see your Etsy shop’s performance in Google Search. Review search queries driving traffic, top pages attracting clicks, and more.
Regularly analyzing your performance in Etsy Search and Google Shopping can indicate how well your SEO tactics are working and uncover problem areas to refine.
Consistency is Key to Long-Term Success
Like most things worthwhile, improving visibility through Etsy SEO takes time and consistency. However, sellers often find their effort pays off through steady growth in orders and conversion rates.
Follow Etsy’s SEO best practices outlined here as you craft new listings and periodically review existing listings. Optimizing over time, analyzing your shop’s performance, and refining based on insights are key steps for long-term success selling on Etsy.
If you need help with SEO, contact 427 Digital today!