One of the greatest benefits of selling on Etsy is that is has become a BIG marketplace.
Every day, a massive amount of customers are going to Etsy with a strong buying intent for an incoming birthday, anniversary, party gift, or simply to find something beautiful and special for themselves.
Etsy buyers are confident that they will find unique designs and reactive sellers. So, they do their product searches directly on Etsy.
Ranking high in the internal search engine of Etsy is an incredibly powerful tool to get more visits and more sales. Like all search engines, Etsy’s has its own preferences and SEO optimization.
Good use of best practice on SEO increases chances of ranking high in the first page of searches.
Before we go into detail on the SEO methods, let’s determine how you should design your global SEO strategy. First, you need to decide a niche for your product.
If you already have products, you should decide how you want to sell them. Are these wall posters for housewarming party or anniversary gift? If you do not have existing products, I recommend you read our articles about The Best selling items on Etsy and the 10 best selling digital items on Etsy.
You can also analyze deeper whether you are making the right choice with “Shop Analysis” Tool , where you can see other data, like average price for the shop’s listings, sales per day etc…
This way, you know that other people are already selling in this niche. Better go fishing where the fishes are, that always helps.
And finally, you should calculate how much profit each sale will bring, so you are sure you can make a decent living once good SEO has boosted your sales. For this you will need to calculate your production costs, and look at selling price from similar shops. Online help, like the Calculator Tool from Seller-Way can help you to be sure to calculate it well and not have a bad surprise with fees or taxes eating away your margin.
Now you have a product niche. And you need to use the right keywords for being found by the buyers. The ideal keyword has a lot of people searching it every day, and almost no other sellers mentioning it. Remember, on Etsy, a lot of searches have a strong buying intent, they are not browsing Google images for ideas, they are already looking for a product to buy.
Try to think of keywords as “what people write in their search”. Are they searching for specific needs, special materials, some gift thematic? Each product and category will have different relevant keywords. And sometimes the buyer thinks of it in a very different way than the seller.
This is because as sellers, we KNOW our product in excruciating details. We care about the quality grade or sourcing of its raw materials, if it’s created in a way or another. Buyers know very little about it, they just know they like how it looks and feels. So, they will search for what they know and feel.
The “Keywords” Tool from Seller-Way can help you get accurate data on the competition on a keyword. This way you will avoid the keywords on which every shop tries to rank, and actually get very little visits from. And you can find which of these keywords have a lot of views/day/listing.
It is recommended by Etsy to use titles readable by a human. This is rather important for the first 3-4 words, which are the only ones displayed in the search front page results. In my opinion, the rest of the title should stay readable, but with less focus on grammar and more on niche keywords people are searching for. And it seems the type of separators do not matter, so you can use any of , / - .
Also try to not spam the same keyword again and again, and instead get creative for smaller, less competitive keywords. This way you can catch different types of searches and get more visits and more sales. Do not forget to mention useful elements too, like materials used, production method, etc…
So less “Poster for wall, printed poster for wall, wall poster printing, colorful poster, glossy poster”. And more “Wall Poster, Housewarming Party Gift, New York NY Cityscape, City Line Skyscrapers, Glossy Printing”.
Oh, and do not hesitate to use all the characters available if possible. I have never had, over the years, one client complaining that a title was too long. The majority of buyers will not read the full title and judge your listing from its picture. The truth is, many do not even read the product descriptions and buy on an impulse. Beyond the beginning of the title, confirming to buyers it is the right type of item and making them click, the title is mostly for the search engine, not humans.
Tags are a pure SEO tool. Virtually no buyer will ever pay attention to them, as they are buried at the very end of the product listing. However, they are very useful for the search algorithm to understand what it should understand from your title and description. So do not hesitate to repeat a lot of your title keywords and group of keywords into the tags. This is even recommended.
Tags are also a great tool to start ranking higher on small, niche searches. Every shop is trying to rank high on general keywords like jewelry, Tshirt, etc… Considering that hundreds of thousands of listings try to be on the first page for these searches, this will be an incredibly difficult task to manage for a small or new shop, almost impossible.
So the key is to think of what YOU would search if you were looking to buy something. It is unlikely that anyone is searching for your shop name or some technical terms that only craftsmen know about. But they are likely to search for things like “husband gift ring”, “yosemite sunset”, “cute dragon tattoo”, etc…. Dig deeper into how your buyers are thinking, and why they buy such items, at a personal and emotional level, not technical.
This is related to an old marketing saying that you never sell a drill, you sell the hole. No one wants a drill, they buy it to get the hole. No one is buying a “landscape poster”, they are buying a “red sunset beach” or a “housewarming gift” poster.
I hope this will help you to boost your sales and build durable success on Etsy. SEO is a lot of work, but this is also the best investment you can do in your shop, as it will keep bringing more buyers to your craft items. Also, more clicks from search and more purchases per visitor will boost your shop ranking in general. With the right tools, you can find the perfect niche and make your work more visible to the world.
Happy selling on Etsy!