Even the smallest formatting mistakes on your Etsy listings can tank your search ranking and traffic on the platform. So what are the top Etsy SEO mistakes that Etsy sellers are making every day? Let's learn more about how to avoid them!
What is SEO?
First, let's make sure you know what SEO really is. SEO stands for search engine optimization and it's how Etsy uses your tags, titles, and descriptions in the search algorithm to decide where your listings should rank in a buyer's searches on the platform.
It's a big deal because the marketplace has over 95 million buyers annually! And these buyers are heading to the Etsy search bar to look for listings just like yours.
To help Etsy shoppers have the best chance of finding you, you need to tell the algorithm that your Etsy shop is important for the keywords they're using to search for your products. It's the fastest way to get consistent sales on the platform.
What's included in the algorithm?
Etsy's search algorithm doesn't just include your listing title, tags, and description. It also includes what Etsy calls your listing's quality score. This includes your conversion rate, review history, customer experience, and more.
Click here to read more about what the algorithm includes.
While there are a lot of things you can't control for your Etsy shop included in the algorithm, there are a lot that you can. If you'd like to make the biggest impact in your search engine optimization, make sure to avoid these Etsy SEO mistakes.
The biggest Etsy SEO Mistakes
I've coached hundreds of students and assessed thousands of Etsy listings over the years. Not surprisingly, there are a handful of mistakes that most Etsy shop owners are making. These mistakes are the biggest factor limiting the traffic you get from Etsy search results.
Let's talk about each mistake individually.
1. Not using all 13 tags
Etsy gives you 13 tags to use and you need to use every single one in every listing in your Etsy shop. Do not skip this. You need to branch out into as many keywords as you can and using all of your tags is what gives you this opportunity.
Think about what you'd choose if you owned a physical shop. Would you prefer to be in a slow neighborhood that never gets any foot traffic or a busy neighborhood where potential buyers are always passing by your shop window?
Your tags are what get your shop in front of more and more shoppers. Use them all!
2. Using single-word tags
Etsy has always recommended using long-tail keywords because that's how buyers search on the platform.
Long tail keywords are 2-3 word phrases that niche down your keywords. And when you think about how you shop on any platform with a search engine, you probably use them too, right?
You wouldn't head to the search bar on Etsy, Amazon, Target, or even a local boutique and just type “shirts” most likely. Why? Because most shoppers have something a little more specific in mind when they start shopping.
They know they want a green shirt or a long-sleeved shirt or a sparkly shirt for a NYE celebration.
This is important to know for Etsy SEO because the platform uses query matching when deciding where to rank your listings. So a listing that specifically uses the exact phrase that the buyer typed into the search bar is more likely to rank for that search.
Another reason not to use single-word tags? They're more likely to have way too much competition.
“Jewelry” is hard to rank for and gives you low conversion rates. Green Boho Earrings, on the other hand, is easier to rank for and gives you shoppers that are further along in the purchasing process, which increases your conversion rates and gets you more sales.
You can see below that while the word “jewelry” gets 300,000+ searches done monthly on Etsy, it has over 24 million competing listings! That makes it incredibly hard to rank consistently for that keyword.
Compare that to a phrase like “stud earrings flat back” with less than 20,000 results for competition.
The long-tail keyword phrase will be much easier to rank for. It will also be easier to maintain that ranking to create consistent income from that search term over a period of years.
3. Not doing your keyword research
Keyword research is one of the most important parts of your Etsy SEO because it doesn't do you any good to rank for a search term that shoppers aren't actually searching for. Doing your research before publishing your listings helps you figure out what you should be targeting and what you can realistically rank for. And when you rank for the right keywords, you get found in search results consistently!
Make sure you're using the most relevant keywords for your Etsy shop and product listings.
4. Not matching your tags to your titles
Etsy recommends matching your most important keyword phrases from your title to your tags.
Some people will tell you instead to branch out and not repeat keywords to get found for even more buyer searches. My theory? If it's important enough to put in your title…then it should be important enough to want to rank for and you should put it in your tags as well. You're more relevant when you match in the Etsy SEO algorithm. So take advantage of that to show up in more search results.
5. Misusing Punctuation
Using punctuation in your titles makes them much easier for shoppers to read and understand. The type of punctuation doesn't matter…but the way you use it does. If you use anything other than commas, you need spaces in between every word. Let me give you an example.
Let's say you're listing a necklace. You want to target “Necklace for Mom” and “Blue Necklace Beaded.” If you use commas you can type “Necklace for Mom, Blue Necklace Beaded”.
If you use hyphens, you need a space between each word, like this: “Necklace for Mom – Blue Necklace Beaded.”
I see a lot of sellers type like this “Necklace for Mom-Blue Necklace Beaded” but unfortunately, Etsy sees “Mom-Blue” as one word and you won't rank for either of the phrases you're targeting.
6. Keyword Stuffing in your Description
A few years ago, Etsy changed the search algorithm to include your listing description. There are a few important things to know about this though.
First, only the first sentence or two of your description is factored in. We don't have an exact character limit, but it's important to put important keyword phrases in this location.
Second, work your keywords naturally into a sentence to avoid looking spammy. Copying and pasting a jumble of keywords from your item title into the description will prevent you from ranking highly.
7. Changing everything all at once
Etsy takes a little while to realize you've made changes after you've worked on your SEO and to test how you should rank after you make those changes. So if you change every listing you have at the same time, you'll completely tank your traffic.
Once you've come up with your SEO strategy, change a few listings a week. Keep track of what you've changed and if it's working. Then add new listings applying the new strategy while you're waiting to change a few more of the existing listings the following week.
8. Changing things too often
It can take up to 3 months for your SEO changes to start taking effect. So if you're changing your keywords on your listings every other week, they will never start showing up in search results. Etsy recommends doing an SEO refresh once every season. That's all! So pick a listing to change and keep track of when you changed it. Do not touch the SEO in that listing again for at least 30 days or longer.
Bonus Tip: Etsy Ads
If you aren't getting found in Etsy search, it's easy to think using Etsy ads might give your Etsy shop a quick boost of traffic and sales.
Unfortunately, Etsy ads are based on the keywords in your listings. So, if you haven't chosen good keywords, skipped keyword research, or have not formatted your listings properly, Etsy ads will not fix those issues and magically get you in front of the right shoppers. Instead, they'll magnify your SEO mistakes and you risk actually hurting your search rankings because of a low conversion rate (and paying more for the ads on top of it).
Wait to use Etsy ads, until you're confident in your keyword phrases. Click here to learn more about Etsy ads.
Conclusion
Your Etsy SEO strategy is important for showing up in relevant searches that buyers are making on the platform every day. Use your listing tags, titles, and descriptions to maximize your chances of being found in buyers' searches.
Are you making any of these common Etsy SEO mistakes? You're missing out on buyers if you are! To learn more about how to increase your traffic and improve your SEO, click here to grab a free copy of my Etsy framework!
Etsy SEO FAQ:
Do my images affect the algorithm?
While alt text on your listing photos helps Etsy become more accessible, it does not currently factor into the Etsy algorithm.
Is my listing description important?
Only the first 1-2 sentences of your listing description are a factor in your SEO on Etsy. Make sure they're SEO friendly, but readable.
Does my shop title make a difference in Etsy SEO?
Nope! Your shop title and announcement are not included in the algorithm. It's more important for your title to be memberable than SEO friendly.
How long does it take to show up in search results?
It can take your Etsy SEO 30, 60, or even up to 90 days to start working. That's why it's important not to make frequent changes. After you edit a listing title, tags, or description, watch for those words to appear in your stats over the next 3 months.
