SEO, or search engine optimisation, is the process of optimising your content to improve its ranking on a search engine. For Etsy sellers, this means optimising your shop and product listings to rank higher in Etsy’s search algorithm. Higher ranking leads to more views, favourites and sales.
Etsy ranks listings through a two-step process: query matching and ranking.
- Query Matching: Etsy identifies listings eligible to rank for a specific keyword based on elements like title, tags, categories, attributes, and product description. Any listing containing the search keyword in these areas can be considered for ranking. This means you should use keywords that accurately describe your product.
- Ranking Factors: Then Etsy ranks them based on these factors:
- Relevancy: How well your listing’s keywords match the shopper's search terms.
- Listing Quality Score: Based on how well the product converts (clicks, favourites, and purchases).
- Product Description: Uses keywords and descriptive language to improve ranking.
- Recency: Newly added or renewed listings get a temporary boost.
- Shop’s Age: Newer shops may receive a brief ranking boost.
- Customer and Market Experience Score: Reviews, completed shop policies, and other customer satisfaction metrics.
- Shipping Price: Lower or free shipping can improve ranking.
- Translations and Language: Natural language descriptions in multiple languages can provide a small boost.
- Shoppers’ Habits: Context-specific ranking based on user behaviour.
- Shop Location: Local shops rank higher in certain regions.
What Ranking Factors Are In Your Control
You can directly influence factors like product titles, tags, descriptions, and shop policies. Improving customer experience, product photos, and gaining positive reviews are also within your control.
What Are Out of Your Control
Factors such as shop location, translation, and the age of your shop are either fixed or very difficult to change.
Keyword Research
Effective keyword research involves understanding what potential buyers are searching for. Using keywords that they are also using can improve the chance of showing up in front of them. Here are a few ways I use to gather keyword ideas:
- Brainstorm Keywords: Describe your product, considering its attributes, style, intended use, and occasions.
- Monitor Customer Conversations: Look for keywords on social media, forums, or Etsy competitors.
- Identify Keywords from Competitors
The A-to-Z Method for Finding Long-tail Keywords
- Etsy Search Bar: Use autocomplete suggestions to discover popular search terms.
- Search Filters: Analyse Etsy’s search filters for additional keyword ideas.
- Related Listings: Check related categories and searches for more keyword inspiration.
Keep in mind that long-tail keywords (phrases with 3-5 words) are often less competitive and more targeted, increasing the likelihood of converting views to sales.
With a list of keywords, you can implement them in your listings like this:
- From Specific to General: For your listing title, put your most descriptive long-tail keyword in the beginning, and then finish the listing title with broader terms.
- Align Titles and Tags: Match product tags with keywords from the titles.
- Optimise Descriptions: Write a short paragraph in the beginning of your product description that includes relevant keywords and describe product benefits.
Other than listing titles, tags and description, optimise these other parts to rank better on Etsy:
- High-Quality Product Photos: Use clear, compelling images to increase clicks and engagement.
- Complete Policies and About Section: Make sure all sections of your shop are filled out to improve your shop’s credibility and SEO score.
- Encourage Positive Reviews: Great product, timely customer service and after sale care help you get good reviews, which improve conversion rate and ranking.