Etsy SEO and Search Analytics
written by Irene
What is Etsy Search Analytics?
Etsy Search Analytics is an invaluable free tool you can use to extract information about your customers’ ‘shopping behaviour’. In other words, it shows you how your customers find your shop, which keywords they use when searching for items to buy.
In case you are new to SEO and have never heard about keywords before, which to be honest I strongly doubt, let’s clarify a few things before learning more about this tool Etsy offers for free.
What is a keyword?
A keyword is the word or combination of words a potential customer uses to search for a product. Keywords must be chosen in a way that will benefit your digital business SEO. Don’t pick random keywords. Not only won’t it help you with your Etsy sales, it will actually hurt your business.
Why are keywords so important for your SEO?
Whenever a potential shopper searches for a product by typing one or more keywords in the Etsy search bar, there’s a match to their query. The more relevant the keywords you use for your products, the higher the possibility for your products to appear.
An approach you could benefit from, while trying to ‘guess’ what keywords a customer would use, is to try ‘becoming’ a customer yourself. How would you think?
Should you use different keywords?
You should definitely use different keywords for similar products. Always keep in mind that if you use the same keywords for similar items, they will compete with each other and that is not what you want. Etsy allows you to use up to 13 tags for each of your listing, so why not take full advantage of that?
Use ‘long tale keywords’ instead of trying to compete for generic ones. Most likely to buy, are the customers who use accurate words. Someone who types the word ‘t-shirts’ in the search bar is more likely to scroll endlessly on his phone for t-shirts of all kinds, but doesn’t really intend to buy. On the contrary, if someone types in ‘short-sleeve, cartoon, t-shirts’, which is a long tail keyword, knows exactly what he/she is looking for, therefore they are more likely to make a purchase.
In a nutshell, always use multi word phrases rather than individual words.
If your keyword phrase surpasses 20 characters, you can break it into smaller phrasal tags.
One last thing about keywords. Many ask whether using plural or singular makes a difference. The answer is no. A search for ‘planner’ or ‘planners’ will matched with the same listings.
When building your Etsy SEO strategy, consider Etsy as a search engine, just like Google. It wants its customers happy! Etsy administrating team wants to make searching for an item an easy and straight forward process. That is why they reward you – the seller- every time you help with that.
“If customers click on an item of your shop but don’t buy it, this tells Etsy’s algorithm that your item is not a good match for the keywords shoppers are using. Therefore, you will stop ranking highly for this particular keyword and fewer people will see your shop when searching with this keyword. The opposite will happen if many people buy your items after searching with a particular keyword. Etsy will rank you high for that keyword.”
Apart from ‘keywords’ you can’t understand Search Analytics unless you are familiar with tags, titles, categories and attributes.
How do I use Tags, Titles, Categories and Attributes?
As I already mentioned, Etsy allows you to use up to 13 tags (single words or phrases) to describe your listings. Take advantage of that and use all 13 of them. Look at it this way: each unique tag is your chance to match your product with a shopper’s search. Why missing on it? All 13 tags should be unique. Don’t repeat the same words or phrases.
Your tags can be up to 20 characters long. Instead of using single words, it’s better to combine two or more. For example if you sell ‘fitness planners’, it’s preferable to use one tag ‘fitness planner’ instead of separating it in two words ‘fitness’ and ‘planner’. You can also use synonyms, instead of repeating the same words over and over again.
Your titles must be short and clear. The description should make it easy for shoppers to understand exactly what your product is and how it is different from other similar products.
Etsy’s algorithm is important, but remember that your potential customer is a human being not a machine. Thus, try to include more descriptive keywords while keeping it simple.
Categories are like tags. When you list an item, make sure you add it to more than one category. You can add more specific categories to your listings, which are called subcategories. This way your products will be included both in the specific subcategory and all the categories that subcategory is nested within, which raises the chances for your product to be found.
After you have chosen a category, you can add further information about your product. These extra details are called attributes. Attributes also act like tags, meaning that they help match your product with shoppers’ queries.
Be aware. When you use an attribute it’s not necessary to add a tag that is an exact match for the attribute you have already used. Be creative and use something different.
The description of a product is very important. Ask yourself these questions before describing your listings:
What kind of product do you sell? Is it physical or digital? Is it hand made or vintage? Who is it for? Men, women, children? Is it for a special occasion, like weddings, baby showers, Valentine’s Day? Is it seasonal? For Halloween, Christmas or Easter? Does it solve a problem? Maybe it makes an individual’s everyday life easier, like a home-schooling planner does for a busy mom! Can it help your customers with the growth of their own business? Also consider that for some products, physical or digital, size is a key factor
I hope you have understood the meaning of keywords, tags, attributes, etc. by now. If not, don’t worry, you will eventually, after you have spent a lot of time optimizing your shop’s listings. Practice makes perfect!
Let’s move on and talk a little bit about Search Analytics.
What can Search Analytics show me?
1. The most essential information you can derive from this tool, is understanding the ‘digital behaviour’ of your customers. Mainly this means, which keywords they use when searching for items to buy.
2. It also shows you which of the tags you use for your listings, match customers’ queries.
3. The number of visits. The higher this number is, the more your listings are showing in the search results. This alone is not enough as someone who takes a look at your products, won’t necessarily buy. Nevertheless, it is an indicator that you are doing well with the selection of tags and keywords.
*Be careful: visits don’t necessarily end up in sales!
4. The percentage of searches that converted into sales. What if a buyer visits your shop but eventually doesn’t buy? Ask your self ‘why’? Isn’t, my product good enough, or is there something missing with the item’s description?
5. The average position of your shop in search results, for a specific query. This is the optimal way to understand how relevant the tags you use are, for the queries buyers make. Replace the keywords which are not bringing you traffic with others that do.
6. The average order value. You can find out what was the average amount of money your customers spent on your shop, for any time frame you choose.
7. Finally, you can track your revenue for specific time frames. See what your shop has earned through a day, a month or a year. If your shop exists for a long period of time, you can compare months’ or even years’ earnings. What changes have you done through those periods? This kind of information can be of high value for your business’s future.
How to use Search Analytics?
Log in to your Etsy account. Go to ‘Shop Manager’ and click on ‘Marketing’ and then ‘Search Analytics’. It’s that simple!
Now it’s time tot get familiar with this valuable tool.
All in all Search Analytics can serve you in two ways:
1. It can help you track your customers’ interests and preferences.
2. It stores data of high value for you to use, in order to rank high in the search engines.
Check your Etsy stats often, as it’s not a one time task that you finish and forget. Trends change, so do customers’ behaviour.
It’s obvious that like any other SEO tool, Search Analytics won’t do the SEO for you. As said at the beginning of this article, it is a tool that can provide you with all the information you need. Your job is to work consistently on your own.