Switching your print on demand supplier? Get in touch with us here

1. An overview of Etsy's search engine

12 Etsy SEO tips to help you get discovered in 2024

Updated Feb 26 2024

Running an online business is not for the faint of heart. You created a shop on Etsy's marketplace because of the massive customer base. With over 300 million monthly visitors, it's hard not to want a piece of that pie.

With so many shoppers using the site and steep competition on the seller side, leveraging search engine optimization is essential to help your shop get more visibility, rank higher, and build a loyal customer base.

In this post, we're covering everything you need to know about incorporating an SEO strategy into your Etsy listings to rank higher in the search engine results on Etsy.

Main takeaways from this article:

  • Etsy SEO is vital for shop owners to enhance visibility, rank on the first page of search results, and stand out in a crowded marketplace, ultimately boosting organic traffic and attracting new customers.

  • Etsy SEO ranking factors include relevancy, listing quality score, recency of listings, shipping price, personalized search results, language considerations for multilingual shops, and accurate translations.

  • Utilizing Etsy SEO tips and best practices is a highly effective way to rank higher than competitors.

  • Incorporating relevant search terms, product tags, high-quality imagery, and strong keywords will help improve the placement of your Etsy listing.

  • Optimizing Etsy listings for relevant search traffic will help expand your customer base and drive more sales.

An overview of Etsy's search engine

Etsy's search engines are designed to match shoppers with the most relevant items they are looking for to make the shopping experience more seamless and enjoyable.

Etsy's search engine operates in two phases - query matching and ranking.

Query matching works by matching a shopper with the most relevant listings to the search term they used. Etsy's algorithm analyzes relevant product listings' attributes, keywords, tags, listing titles, descriptions, and categories to find matching keywords.

The ranking works by prioritizing the listings found from query matching. Rank is based on product relevancy, listing quality score, customer and market experience score, shipping options, shoppers' habits, and more.

Because of how Etsy's search engine works, having a foolproof Etsy SEO strategy is critical to performing well on this platform. Let's discuss how to create an Etsy SEO strategy and how it can benefit your online store.

How important is Etsy SEO when selling on the Etsy platform?

As with any other ecommerce platform, SEO is important for Etsy shop owners because it helps improve their content (including listings and the shop title), boost organic traffic, and attract new customers. By optimizing their shops with the built-in Etsy SEO tools, Etsy sellers can make their brands visible and rank higher in the search results. 

Etsy is a crowded marketplace. There are thousands of other Etsy shops that your brand is competing with, so it's necessary to optimize your marketing efforts in order to stand out in the crowd. 

This is where Etsy SEO becomes crucial, as appearing in the top search results improves your chances of being found by potential customers.

Etsy SEO ranking factors

Every product listing you create must be SEO-optimized. Let’s look at different factors that impact your Etsy listings' SEO rankings.


Ensure query matching, as it is Etsy's top priority. Your Etsy listing's tags, attributes, product descriptions, and titles must be similar to people's search queries so that your products rank higher when similar products are searched for.

Listing quality score

Your listing quality score improves each time one of your products matches a customer's search intent, and they land and stay on the product page for an extended period. However, if the person quickly clicks on and off your listing, it can mean that your items match the search terms but not the buyers’ search intent, making them irrelevant to the Etsy shopper.


As with the new Etsy shops, every new listing gets a search boost from Etsy, with its algorithm evaluating how customers interact with the product. Once a few days have passed, Etsy ranks the product accordingly.

Shipping price

High shipping costs can deter Etsy shoppers from placing orders. Plus, listings that include free shipping get bumped up in search results. Therefore, consider including shipping costs in the product prices to be able to offer free shipping while boosting your search ranking.

Personalized search

Since Etsy yields search engine results based on user interests, your products may rank higher for some Etsy shoppers than others. This tailored approach helps the platform display your products to customers with a high purchase intent.


When you create product listings on Etsy, make sure to use your local language. This is because Etsy automatically translates the titles and labels into the language of potential buyers. However, if you are fluent in multiple languages, Etsy recommends creating multilingual shops, as human translations are more accurate than translations done using software.

12 expert Etsy SEO tips to improve your visibility

It's pretty simple - the Etsy shops that optimize their listings in the right ways can rank higher in search results on Etsy, driving more visibility to their shop, increasing sales, and fostering more happy customers. Here are the top tips for improving your Etsy and Google search visibility.

1. Use all 13 product tags

Etsy tags are the unique terms you can use to describe the products in your Etsy store. Utilizing relevant and unique product tags will help your shop rank higher in search results, particularly for the shoppers who know exactly what they're looking for. Some Etsy tags can be broad, like "canvas print," or an exact match, like "custom bridesmaid tote bag."

Best Practices for Using Product Tags
  • Use all 13 Etsy tags to increase your chances of matching with a shopper's search terms

  • Use long-tail keywords (up to 20 characters) to target Etsy shoppers who have specifics in mind when they search

  • Avoid repeating tags and diversify your language to expand your audience reach

  • Add Etsy tags in the language you selected when you created your Etsy store; Etsy will translate the tags for you into other languages

2. Add categories

Categories are another way to optimize your shop for Etsy SEO. Product categories are how you would describe your product to potential customers, and the more specific you get, the greater your visibility will be in Etsy search results.

For example, say you are selling clothing on Etsy. Clothing is your top-level category, and you can select subcategories, including men's or women's clothing, tops and tees, t-shirts, hoodies, and more. The more specific and dialed down your subcategories are, the easier your Etsy shop will be discovered in the search results.

We highly recommend every Etsy seller avoid repeating categories at all costs; categories already act like tags in search, so you don't need to repeat them as tags. If one of your listing's subcategories is graphic t-shirts, you don't need to add it as a tag. Utilize other tags to broaden your reach and visibility instead.

3. Ensure your product images are high-quality

Ensure your product images are high-quality

You can do all the right things to get your Etsy store noticed by search engine algorithms, but if your Etsy listings need to be optimized, you will still need help to get sales. Some Etsy sellers neglect product photography and never reach their full potential; don't let this be you!

Prioritizing high-quality product images will showcase your professionalism and credibility and build trust with potential customers. These photos can be used on your social media accounts and on each listing page. High-quality images help your Etsy store stand out from the competition and encourage customers to visualize themselves using your product.

Imagery tips:
  • Use high-resolution images so customers can see your products

  • Use a simple background to avoid any distraction

  • Showcase multiple images of your product at different angles, being used or worn, etc.

4. Use keywords wisely

When a shopper types search terms into the search bar, the Etsy algorithm gathers all the listings containing keywords that match that query.

Therefore, using strong, relevant keywords is a unique opportunity to be shown higher in Etsy's search results. Keywords should be used in every listing title and listing description, along with the product categories, attributes, and tags, to rank higher in shopper searches.

Best practices for keyword use
  • Lead with descriptive keywords in a listing title that will entice customers

  • Use natural language and keep the buyer in mind

  • Use long tail keywords to describe the product and appeal to buyers

  • Incorporate relevant keywords in the first few words and sentences of each Etsy listing

  • Avoid keyword stuffing, as the Etsy algorithm can pick up on it, and your listing can be negatively impacted

5. Include attributes

Attributes describe your Etsy listings and products in greater detail for customers, from material, color, size, pattern, and many more. Attributes are category-specific and are based on extensive shopper search behavior.

Attributes can be added as a bonus to the 13 product tags, making your items more likely to show in relevant searches if you use them properly.

An example of attributes in the Hoodies & Sweatshirts category includes fabric, material, color, sizing, and style.

Best practices for using attributes
  • Use only the most relevant attributes to describe your product

  • Don't repeat attributes; this can decrease the chances of customers seeing your shop page

  • Keep in mind that attributes work in conjunction with your listing titles, Etsy tags, keywords, and listing descriptions

6. Inspire positive reviews

Inspire positive reviews

Positive reviews build trust and credibility between an Etsy shop and potential customers, and they can also help improve your rank in search results. Reviews are one factor in Etsy's customer and market experience score, which impacts your shop's placement in search results.

Because of the role reviews play, fostering positive reviews should be a critical piece of your Etsy SEO strategy. Here are a few ways you can improve reviews:

Tips for fostering positive reviews in your Etsy shop:
  • Respond quickly to inquiries from potential buyers

  • Accurately depict your products through imagery and descriptions

  • Include a thank-you note, discount code, or gift in every order

  • Offer helpful customer service

  • Follow up with customers after their orders have arrived

  • Respond to negative reviews in a receptive, friendly way

  • Offer only high-quality products

7. Regularly renew your listings

Once you've had some positive actions on your listings, like an increase in views, clicks, and purchases, renewing your existing Etsy listings is an effective way to improve your rank in Etsy search engine optimization.

Renewing listings can improve the listing quality score of each product, which, in turn, will improve your rank in search engines and ultimately drive more sales to your shop. You can update your product images, adjust short and long-tail keywords on the listing, and adjust the price before you renew (if you want to make any tweaks).

Renew Etsy listings regularly to keep your shop top of mind and give your merchandise a refresh by moving it to the front of your shop into the New section.

Because of this, you should renew your older items during high-traffic periods when you know your Etsy store gets more action, like during the holidays or particular hours of the day.

8. Offer free shipping

Etsy rewards the shops that offer free shipping with priority placement in US search engine results. This incentive is rewarded to shops providing free shipping on orders over $35 by putting their products in the most visible rows of search results.

Free shipping is a significant perk for Etsy users, encouraging shoppers to make a purchase. Shoppers are also more inclined to pay a higher price for an item if the shop offers free shipping.

9. Promote your shop

Promote your shop

Promoting your shop online is essential to drive traffic and rank higher in Etsy search engines and Google search results.

There are a few effective ways to market your shop online:

  • Use social media to gain followers, share product information, and build connections

  • Use Etsy Ads to run advertising campaigns that share your Etsy listings on relevant pages and in Etsy search results

  • Collect email addresses through social media and create a monthly newsletter with discount codes, product launch details, and behind-the-scenes information

  • Collaborate with influencers to promote your products to their followers

10. Add store policies

Provide your customers with your shop's policy information before purchasing. This will build trust with shoppers as they understand the rules regarding refunds, returns, shipping, payment, and privacy.

Adding clear store policies can even improve search ranking in Etsy search engines; use the store policy template provided by Etsy to get an additional boost in search engine results. Etsy's template makes it easy to know what information is worth including for selling on Etsy.

11. Complete your shop's "About" section

Etsy users are much more likely to feel a connection with your brand if they know your shop's story. You can share the inspiration behind your shop, the materials you use, any employees you have, and what makes your business unique. Doing so will paint a picture for shoppers and build your credibility as an Etsy shop.

12. Expand your product offering

Expand your product offering

Expanding your product offering will improve the possibility of being discovered by Etsy shoppers because your shop will cast a wider net.

For example, if you only offer t-shirts or tote bags, your Etsy shop will attract shoppers for those two items. But if you carry phone cases, wall art, hoodies, and other products, you'll attract shoppers searching for a wider range of products, and you'll be able to cross-sell your various products.

For Etsy sellers who want to expand what they're selling on Etsy, print on demand is an excellent way to effectively diversify their shop without the headache of inventory management or ordering in bulk. Once an order is purchased in your Etsy shop, your print on demand partner fulfills and packages the order, then ships it out to customers on your behalf.

Elevate your Etsy store with print on demand

Optimizing your Etsy store and products is a significant part of running a successful Etsy shop. An effective Etsy SEO strategy can propel your business to the next level, and fortunately, most of the tactics to get there are directly controlled by sellers and how much effort they're willing to put into it.

If you're interested in selling custom products on Etsy that shoppers will love, Gelato can help. We offer high-quality print on demand services emphasizing sustainability, customer satisfaction, and excellent print quality for every order.


How long does it take for SEO to work on Etsy?

Once you've implemented changes and updates to your product listings, give your Etsy SEO strategy about a month to start performing and showing tangible results. Both Google SEO and Etsy SEO need time to adjust and push new traffic to your shop. Stay vigilant, but be patient!

Finding the sweet spot may take a few rounds of tweaking, and that's OK. Be sure to wait about a month between each round of edits to give the search engines time to adjust.

Why is Etsy SEO important?

Etsy shop SEO is essential for shop owners to improve their content (including listings and the shop title) and drive organic traffic to their stores. By optimizing their shops with the built-in Etsy SEO tools, Etsy sellers can enhance their shop’s visibility and rank on the first page of search results, beating thousands of other Etsy shop owners selling similar products.

How does Etsy's search algorithm work?

The algorithm used by Etsy takes into account different factors like relevance, recency, and listing quality score of your products. These factors are Etsy SEO metrics, and if your shop aligns with these factors, it has a better chance of ranking higher in search results and attracting more potential customers to your products.

What are the key components of Etsy SEO?

There are four key components of Etsy SEO for your shop's pages: title, description, images and video, and policies. The shop title comes under your shop name and must be up to 55 characters. The shop description should come under your name and briefly describe your shop and the items you sell. Next, you can add a video and up to five images on your shop's homepage to give customers a glimpse into your story or processes. Finally, in the 'Shop Policies' section, you must mention shipping, payment options, returns, and exchanges.

Are there any restrictions or guidelines for Etsy SEO?

Expert Etsy sellers recommend starting SEO by optimizing product listings. Every product listing must be optimized for its title, description, images, videos, and backlinks. Backlinks, also known as inbound links, help indicate to Google that your shop pages contain interesting content that may be relevant for Etsy shoppers. For a detailed read, you can refer to this Etsy page on SEO.

How do I know if Etsy SEO is working?

Evaluate the Stats and Search Analytics within your Etsy dashboard. If your products' views increase and sales are up, your Etsy SEO strategy is gaining traction!

Key metrics to watch in Search Analytics include search traffic, conversion rate, page visits, and more. This information will help you to determine what changes are working and what areas need work.


Next steps

Start selling products with Gelato