Search engine optimization, or Search Engine Optimization, is a sometimes complex but extremely powerful process that aims to improve the visibility of a website among the search engine results. For those who manage a shop on Etsy it is important to know the logic and best practices of SEO , to be able to better structure their shop on the platform and make it more visible and easily accessible by potential customers.
An optimized Etsy store will have a greater chance of being successful and reaching the top positions, both on Google and within the search function of Etsy itself . Here’s how to improve SEO for the famous e-commerce platform and increase sales on your Etsy shop .
- Etsy Rank, how does it work?
- Selling on Etsy: product choice and customer experience
- Etsy SEO: the title of the shop on Etsy
- The sections of the Etsy shop
- How to create effective adverts on Etsy
- Select keywords for effective Etsy SEO
- Updating and inbound marketing
Etsy Rank, how does it work?
The search tool of the Etsy site is created to return to customers who browse the platform results that are based on two factors: query matching and ranking . While query matching checks the correspondence between a search term entered by the user and the Etsy database, a complicated algorithm analyzes the titles, categories, tags and characteristics of the ads to find the best match to return as a search output. The order in which Etsy ads are presented also depends on several elements, the most important of which are relevance , i.e. correspondence to the query entered initially and the quality scoreof the ad, which is its ability to convert in terms of views and purchases.
Equally important are the date of the announcement , as the most recent appear temporarily among the first results, and the reviews left by customers to the shop. Shipping prices also influence the ranking , a point particularly taken into consideration by potential customers, the completeness and consistency of the announcement and the geographical position of the shop with respect to those who do the research.
Etsy is also able to recognize the buying habits of registered users and to show them the items that are most in line with their tastes and those that are most likely to buy.
Understanding how Etsy determines its search results it is essential to understand how to use this information to optimize a shop’s SEO and improve sales on Etsy.
Selling on Etsy: product choice and customer experience
Before even understanding how to implement the best SEO, it is necessary to carefully consider what to sell on Etsy and how to offer an excellent user experience to its users , elements that the site takes into enormous consideration. Offering a unique product with a strong appeal and creating the right atmosphere in your online store are therefore crucial steps. The completeness of the information entered, for example payment options , shipping terms, privacy and return policies, is immediately followed , and no less important is a maniacal customer care that responds to customers promptly and impeccably manages feedback and requests.
Etsy SEO: the title of the shop on Etsy
Within Etsy SEO the title of the shop is what is of the greatest importance and creating an ad hoc one is the first rule for achieving good SEO optimization for Etsy, possibly with the help of an industry consultant . It cannot be longer than 55 characters but it should contain an accurate description of the store and the items it sells. The title will be the text that will also appear in the search engines and should be explanatory and captivating at the same time : a claim, a slogan or even the name of the business or the owner of the store, if you are sure that buyers could look for the products also offered that way.
The sections of the Etsy shop
Another important aspect that can influence Etsy SEO is the choice of the names of the sections of the store. To sell effectively on Etsy, you must first organize the sections of your shop clearly and efficiently , and you can have up to 20 sections customized for each shop. Each section name can contain a maximum of 24 characters and must briefly describe the type of articles included in that section as well as the relevant most relevant keywords . It will not only help users navigate the store, but it can be decisive for being found and chosen online, appearing in the SERP of the search engines that link to the store.
How to create effective adverts on Etsy
Each listing on Etsy is made up of basic elements such as title, description and tags, all of which are important for SEO optimization. The title of the article must clearly describe the object included in the advertisement, using the keywords that a possible buyer would use to search for it. The title has a key role both within the Etsy search engine and for having chances of appearing among the Google results : the title of the article is used by Etsy as the title of the listing page and the search engines they will show the first 66 characters in their SERP.
The description of the article is equally important, and in this case it will be the first 160 characters to become part, in the SERP, of the description meta tag relating to the insertion page. It is good practice to insert the key characteristics of the product in the first 40 characters, but the spiders will take into consideration all the description and keywords present in it.
Finally, it is good to pay close attention to tags . When you fill out an ad, you are required to fill in the title, category and description, while the tags section is not mandatory: however, it is recommended to include several tags in the advertisement to make it fully optimized on the SEO side and take advantage of all the 13 tags allowed to add synonyms, nuances of meaning or long tail keywords, without however repeating product attributes already explained elsewhere.
Select keywords for effective Etsy SEO
The keywords within your Etsy shop should be original and well planned and serve to report the relevance of your store or ad to the query entered by the shopper to Etsy and Google. It is essential to use them in a natural and non-redundant way , and avoid optimizing multiple articles for the same keywords: you would risk unnecessarily competing with your own ads, due to the de-clumping implemented by Etsy which wants to guarantee a certain variety of different stores in its search results.
The keywords chosen should make it clear to Etsy what its store offers , so as not to create doubts when query matching and ranking is created. The advertisements containing the search keys entered in both the titles and the tags will take precedence within the search results, underlining once again the crucial importance of placing significant keywords in every part of the advertisement and the store in general.
To choose the keywords you can identify yourself in the potential customer and understand which queries it would use to search for the product, and then carry out tests on the Etsy search engine to understand if the keywords identified correspond to the hypothesized results. The careful use of long tails , as already mentioned, leads to intercept precise research intentions and are potentially more profitable. Another idea is to target an article not only with keywords inherent in its form or its basic functions, but also characterizing its opportunity for use , the solution it offers to the buyer or his particular style.
What are the SEO tools to consider when looking for the best keywords to use on Etsy? Popular tools such as Google Keyword Planner, Answer The Pubblic or Google Trends are excellent ideas, but there are more specific search tools for SEO on Etsy, such as Etsy Rank and Marmelead : they allow you to know which keywords are most used, their performance over time and how to best optimize the SEO of your descriptions.
Updating and inbound marketing
The last tips to optimize your SEO on Etsy are two: update your ads constantly and do good inbound marketing . The actuality of the advertisements plays an important role in Etsy’s search algorithm, and offers a temporary competitive advantage. This is not a long-term SEO strategy, but only a suggestion to give a temporary boost to your listing.
Lastly, backlinks are a priceless source of authority for Etsy shops: quality backlinks and in significant quantities can greatly influence the positioning on the site. Make your Etsy shop known by connecting it, for example, to a personal website or blog, or ask for the collaboration of influencersor to use the sound box offered by social networks , and activate affiliate programs, can be excellent strategies for obtaining quality links that point to your Etsy store and give a boost to search engine positioning and conversions.