The second you started selling online, this weird thing you’d never heard of before suddenly became the center of your life. It’s called SEO and you’re not even 100% sure what it stands for.
All you know is that you have to SEO the hell out of everything. You have no idea how to actually do that. So you’ve just copied other sellers, or aimlessly read articles that didn’t actually explain anything…they just told you to do something so you did it. #mindlessdrone
Guess what? I spent the last seven (boring corporate) years as an SEO consultant for a fortune 500 company.
Guess what ELSE? I quit that job to sit here and talk to you instead. So let’s get your shit straight.
SEO = who cares what it stands for (search engine optimization…yawn!). Here’s what it DOES:
SEO is how Etsy finds your product and decides which customers to show it to.
Seriously, that’s what all the fuss is about.
In recent years, SEO has become more of a “strategy” and less of a simple algorithm. This strategy involves YOU saying “screw you, Etsy”, and using tactics to get YOURSELF found. So rather than relying on Etsy search alone, a good strategy would include:
- Etsy Tags, titles, and descriptions
- Social Media
- Paid Ads (like Etsy promoted listings or FB ads)
- An Email list
- Guest Posting & Features
This strategy is called a “marketing funnel”, but I don’t expect you to just go off and create one instantaneously. (A funnel takes time. It took me a year to get mine right, and I’m tweaking all the time).
Instead, we’re going to focus on the most important item, the one I put at the top of the list for a reason:
Etsy Tags, Titles, and Descriptions
Why do they matter? Well, Etsy will send you buttloads of traffic if these bits are in order.
You want Etsy traffic because these are people who are ready to buy. They’re already on Etsy, and they already have their credit cards out.
A customer that comes from somewhere other than Etsy is less likely to make a purchase. They just met you. They need a minute to decide if you’re for them. (That’s where the rest of your marketing funnel comes in).
So let’s focus on the low-hanging fruit: people already on Etsy
Use SEO to Get Etsy Buyers to find You
SEO works by using something called keywords. (Keywords = fancy way of saying ‘use a word or two to describe your item’. That’s it. What matters most is how you pick your words).
On Etsy, keywords are called “tags”. But you also get a chance to use keywords in your product title and the first 125 characters of your product description.
Etsy asks you for 13 tags, but what it doesn’t tell you is that you need a FOCUS keyword.
This is the one word (or words) you’re using to describe your item to the world. You’ll use that word in your tags, description, and product title.
Here’s an example of a focus keyword in a product title –
And in the description –
And in the tags –
It’s really as simple as that. All you have to do is repeat your word a few times, and your SEO is hardcore ON POINT.
If you were filthy rich and hired a top SEO expert to optimize your shop, they would do exactly what I showed you above. Verbatim. (You’re welcome!)
But WAIT, there’s one more step before the SEO gods inaugurate you into their den of traffic and sales:
Learning to Choose the RIGHT keywords
SO…what sort of insane guessing game do you use to pick your Etsy tags? I’ve seen some crazy shit out there among my fellow sellers. Bottom line: if you aren’t using a TOOL to pick your keywords, you’re doing it wrong.
#1 most important thing you MUST know about keywords:
Every single solitary tag you choose for your Etsy product needs to describe your product 400% PERFECTLY. So many sellers do this wrong. Instead of describing what they’re selling (“art print”, in my case above). They’ll describe what’s in the product “nerd”, or what materials they used to make it “heavyweight paper”, “pigment ink”, etc.
All those things go in your “materials” section. Use tags for things people actually search for.
Which brings me to:
#2 most important thing you MUST know about keywords:
Unresearched keywords = imminent shop failure.
Stop pulling your Etsy tags out of a hat.
How do you research Etsy tags? Well, you could spend all day comparing yourself to other sellers. OR you could just use a tool that does it for you.
Marmalead is the only Etsy SEO tool out there, and it’s pretty freakin’ excellent. I use it every single day, and it’s given me some insane results:
- When I first started my home décor shop, I didn’t make a sale for my first 30 days.
- When I opened the wedding shop, I used Marmalead for all my listings. And I made my first sale in 4 days.
- Recently, I opened an Etsy shop for my brother, and I used Marmalead + my focus keyword strategy above…and he made a sale in less than 48 hours.
Pretty sure I’ve got hard evidence that Marmalead is awesome.
Watch the video below to see a complete breakdown of how I use Marmalead + my focus keyword strategy:
GET THE ETSY TAGS WORKSHEET
Want the worksheet from the video? Grab it below!
Want to map out your Etsy success plan in an afternoon?
Download the Etsy Niche Workbook and turn your
awesome ideas into a best-selling online boutique!