Search engine optimization is the process of building a website that performs well in search engine rankings and boosts traffic. For Etsy sellers, SEO helps individual listings appear in results from search engines such as Google, Bing and Yahoo. When selling on Etsy, you must also consider internal SEO factors, which help your store and products appear when customers use the search bar on Etsy.com. While there is a certain level of overlap between the two types of searches, Etsy offers site-specific features that can improve your internal search rankings.
Relevant keywords are the foundation for both traditional and Etsy-specific SEO. Your keywords should be the phrases customers search when they want to find the type of product you’re selling. To find optimal words and phrases, use a research tool such as Google Keyword Planner, Google Trends, or Keyword Tool.io. The Etsy search bar is also useful for SEO research. Type your product name into the bar to view a list of popular search terms on the site.
Effective Etsy SEO relies on two factors: your product description and Etsy-specific listing options. The product description is the major area of overlap between the Etsy search engine and external search engines; using your keywords frequently in the description can boost search rankings in both places. For maximum efficiency, place key phrases in the subheadings and also in varying positions throughout your content.
Etsy also offers a set of listing features that apply to the site’s internal search engine, including listing titles, tags and product attributes. The Etsy search engine places the highest importance on the opening words of the title, so it’s important to place your top keywords first. Place the same keywords in the tags to boost your listing’s relevance. The final pieces of the puzzle are attributes — features of the product such as size, colour, occasion and holiday. Fill these out completely to optimize your rankings. If a customer searches for “green toddler Christmas dress,” your matching colour and holiday attributes automatically make your listing more relevant and more likely to appear in search results.