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.
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.
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.
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.
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."
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
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.
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.
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.
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.
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
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.
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
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:
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
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.
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.
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
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.
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.
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.
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.
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.
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.