Etsy SEO: What is Etsy SEO & How to Improve It
With thousands of handmade, vintage, and unique products listed daily, standing out on Etsy can be tough. That's where Etsy SEO (Search Engine Optimization) comes in. Etsy SEO helps your products appear in search results, both on Etsy and Google, so more people can find and buy what you're selling.
Learning how SEO works on Etsy is key, whether you're selling or trying to boost traffic. In this guide, we'll explain Etsy SEO, its functions, and 13 practical tips to help improve your rankings and sales.
What is Etsy SEO?
Etsy SEO refers to optimizing your shop and product listings to improve their visibility in Etsy's search results. It also helps your listings appear on external search engines like Google. When buyers search for items using keywords, Etsy's algorithm decides which listings to show first.
SEO on Etsy focuses on elements like keywords in titles and tags, listing quality, and customer engagement. By adjusting these components, sellers can increase their chances of appearing in front of the right buyers.
Simply put, strong Etsy SEO helps connect your products with the shoppers already looking for them.
How Does Etsy SEO Work?
Etsy SEO isn't just about adding the right keywords. It's about helping the right customers find your products at the right time.
The process works in two main steps: query matching and ranking.
1. Query Matching
When someone types a search term into Etsy, the platform looks for matches. It tries to find product listings that include the exact words from the query.
So, your titles, tags, categories, and attributes must consist of keywords customers will likely use. The more closely your listing matches the search, the more likely it is to appear.
2. Ranking
After Etsy finds listings that match the search, it decides how to rank them. Several factors influence this:
Relevancy: How closely your listing matches the search query.
Recency: New or recently updated listings can get a temporary boost.
Listing Quality Score: Based on how often people click, favourite, or buy after seeing your item.
Shipping Price: Listings with lower or free shipping tend to rank higher.
Language & Translations: Etsy prefers clear, native-language listings.
Customer Experience: Shops with great reviews, completed policies, and fast shipping earn trust and better placement.
Context-Specific Rankings (CSR): Etsy also considers the shopper's location, browsing habits, and other factors to personalize results.
In short, Etsy SEO is a mix of technical setup and real buyer behavior. The better your listing performs, the more visible it becomes.
How to Improve Etsy SEO: 13 Tips for Success
Etsy SEO isn't a one-time task. It's an ongoing strategy. Whether you're just starting your business or looking to boost existing listings, these tips are for you. Follow these 13 actionable tips to increase visibility and drive more traffic.
Tip 1: Research Keywords That Drive Traffic
Solid keyword research is the backbone of Etsy SEO. It helps your products show up when people are searching for them.
1. Use Etsy SEO Tools
Keyword tools make Etsy SEO easier. They show you what customers are really searching for, so you can use those exact terms in your listings.
Here are three essential tools Etsy sellers rely on:
Marmalead: Marmalead gives you real-time insights into how keywords perform on Etsy. It shows search volume, engagement, competition levels, and seasonality. These details help you decide whether a keyword is worth using.
eRank: With eRank, you can explore keyword suggestions, track your competitors, and analyze how often shoppers search for a specific term. It also lets you audit your shop and track performance over time.
Etsy Search Analytics (found in Shop Manager): This built-in Etsy tool tells you which search terms people used to find your listings. It shows impressions, clicks, and conversion rates. It's a great place to review the actual search behavior of your visitors.
Pro Tip: Use all three tools together. For example, you might spot a rising trend in eRank and confirm its low competition with Marmalead. Then, you can check Search Analytics to see if it's already driving traffic to your listings.
2. Long-Tail Keywords
A long-tail keyword is a longer, more specific search phrase that matches detailed buyer intent. While shorter keywords are extensive and competitive, long-tail phrases attract a more targeted audience.
Example:
Instead of "candles," consider a "lavender soy candle gift set for her."
Long-tail keywords are particularly effective for small businesses because they help reach niche shoppers. They're also great for seasonal products, personalized products, or unique styles.
When creating your long-tail keywords:
Think like your ideal customer. What would they search for?
Use descriptive words: material, use case, style, recipient, or occasion.
Mix and match variations until you find phrases with solid traffic but low competition.
3. Competitor Keyword Research
Want to know what works? See what's already working for others. Searching successful shops in your niche can reveal high-performing keywords and trends you might miss.
Here's how to do it:
Search for your product on Etsy.
Click on the top listings with many sales or reviews.
Look closely at the title, tags, description, and customer Q&A or reviews.
Example:
You sell custom wedding guestbooks. A top competitor uses "rustic wooden guestbook with personalized engraving." If your current listing just says "wedding guestbook," you're missing a clear opportunity to upgrade with more targeted keywords.
Tip 2: Use Keywords in Your Shop
Once you've done all that hard work researching great keywords, don't just stick them in your product listings. Spread them strategically across your entire shop. Etsy's algorithm takes your shop setup into account. This includes your shop title and announcement.
1. Shop Title
Your shop title is the first thing people see in your Etsy search result. It also plays a role in how your shop ranks in Google. It should communicate what you sell and include your top keywords.
Example:
"LunaLoom — Handwoven Wall Hangings & Boho Home Decor"
This title tells buyers (and search engines) what the shop specializes in and gives a feel for the brand's style.
Here's how to craft a strong shop title:
Use 2—3 core keywords (e.g., product type + niche or style).
Keep it under 55 characters so it displays well on search results.
Avoid keyword stuffing, your title should still read like a sentence.
Include your brand name for recognition and credibility.
Test different titles over time using Etsy's stats. You can also use Google Search Console if your shop appears in Google.
2. Shop Announcement
The shop announcement is a short section that displays your shop name. It is the first thing visitors see when they enter your shop. Etsy also uses it as your meta description for external search engines.
That means it's a great place to:
Highlight what you sell.
Include key phrases naturally.
Mention current offers, bestsellers, or product categories.
Example:
"Welcome! Explore handmade crochet baby blankets, hats, and nursery decor—all crafted with love. Free shipping on all orders over $50!"
Tips for writing a strong shop announcement:
Lead with your strongest product keywords.
Keep it under 250 characters for the best mobile and SEO display.
Refresh it during seasonal sales or when launching a new product line.
Bonus: Google often pulls this text for your meta description in search results. If it's clear, keyword-rich, and inviting, it can boost your click-through rate from Google searches.
Tip 3: Optimize Etsy Product Listings
A well-optimized listing doesn't just help you appear in search results. It also gives buyers the confidence to click, explore, and buy. Etsy's algorithm relies heavily on how you structure titles, tags, descriptions, and attributes, so each element deserves careful attention.
1. Tags: The Hidden Search Boosters
Tags play a critical role in helping Etsy match your products to customer searches. You can use up to 13 tags per listing, so use them all.
Best practices for Etsy tags:
Use Long-Tail Keywords: Focus on descriptive phrases like "minimalist gold hoop earrings" rather than just "earrings." These are more targeted and align with how people search.
Avoid Repetition: Using the same tag twice doesn't double its impact. Instead, diversify your keywords to reach a broader audience.
Skip Plurals and Misspellings: Etsy automatically accounts for word variations (like "scarf" vs "scarves"). So, there's no need to include them both.
Don't Duplicate Attributes: You don't need to repeat details like color or size in your tags if they are already included elsewhere in the listing.
Example:
For a product like a handmade ceramic mug, your tags could include:
"handmade ceramic mug," "speckled coffee cup," "boho kitchenware," "pottery mug gift," "wheel thrown mug."
2. Titles: Keep It Clean, Clear, and Keyword-Friendly
Etsy's algorithm gives more weight to the beginning of your title. This makes it the best place for your top keywords. But clarity is key. Stuffing in too many keywords might help you appear in search, but it can drive customers away.
How to write effective titles:
Frontload with Strong Keywords: Lead with the most essential phrases buyers would search.
Avoid Overstuffing: Don't repeat 10 variations of the same term. Focus on what accurately describes your product.
Keep It Natural: Think like a buyer. If it sounds robotic, rewrite it.
Stick to Etsy's Limits: Keep titles under 140 characters, and avoid symbols like %, &, or #.
Example:
Instead of: "Boho Mug Handmade Ceramic Coffee Cup Wheel Thrown Rustic Speckled Brown Pottery Mug Unique Tea Cup"
Try: "Handmade Speckled Ceramic Mug — Rustic Boho Coffee Cup for Tea Lovers"
3. Descriptions: Convert Visitors into Buyers
Even though Etsy's search algorithm doesn't scan descriptions directly for keywords (yet), your buyers do. A clear, well-structured description can reduce hesitation, answer questions, and increase conversions.
Best practices:
Lead with the Essentials: Size, materials, features, and what makes it special.
Sprinkle in Keywords Naturally: Use 3—4 keywords naturally in the copy.
Keep It Buyer-Friendly: Think of it like a mini sales pitch. What would make you hit "Add to Cart"?
Example for a soy candle:
"Hand-poured lavender soy candle in a reusable glass jar. Made with 100% natural soy wax and essential oils, this calming candle is perfect for gifting or unwinding after a long day. Burn time: approx. 45 hours. Size: 8oz."
4. Attributes: Give Etsy (and Buyers) More Clarity
Attributes help Etsy's algorithm better understand your item and improve its visibility in filtered searches. These vary by category and include details like size, material, color, and style.
Tips for using attributes effectively:
Choose What Applies: Only include accurate information. Don't guess or mislabel.
Avoid Repetition: If you've mentioned a detail in attributes, you don't need to repeat it in tags.
Be Specific: Specificity improves matching.
Example:
If you're selling a wedding ring:
Category: Jewelry > Rings > Wedding Bands
Material: 925 Sterling Silver
Style: Minimalist, Modern
Size: Custom options available
Tip 4: Offer Competitive Shipping Prices
Etsy's October 2024 algorithm update made one thing clear: shipping prices matter a lot. Listings with lower shipping fees (especially under $6 for U.S. domestic orders) are now favored in Etsy's search rankings.
There are ways to make shipping work for both your customers and your profit margins.
1. Incorporate Shipping into Product Prices
Rather than listing a product for $25 with $5 shipping, consider pricing the product at $30 and offering free shipping. This approach works. Because shoppers love the words "Free Shipping." Plus, Etsy highlights free shipping listings in search results.
Example:
Instead of: "$18 item + $4.99 shipping"
Try: "$22.99 item with free shipping"
Pro Tip: Raise your product price slightly and track the results. Use your Etsy Shop Stats to see how it affects traffic and conversion.
2. Offer Free Shipping Thresholds
If free shipping on every item isn't sustainable, offer it on orders over a certain amount. Etsy allows you to set this up easily in your shop settings.
Why it works:
Encourage buyers to add more to their cart.
Give you a competitive edge without hurting your margins too much.
Keep your shipping reliable and easier to manage.
Example:
"Free shipping on all U.S. orders over $35."
This tactic helps you rank higher in search results and increases your average order value.
3. Optimize Packaging for Cost Efficiency
Review your packaging to reduce weight and size wherever possible. This can significantly cut shipping costs, especially for international or heavier items.
Look into USPS flat-rate boxes, eco-friendly mailers, or local courier discounts.
Also, offer multiple shipping options (e.g., standard, expedited), but ensure your default option is affordable and visible in your listing.
4. Communicate Shipping Value
Even if you can't offer free shipping, show buyers the value they're getting. Are you offering tracking? Eco-friendly materials? Fast processing times? Let them know.
By integrating shipping into your pricing model, using Etsy's free shipping tools, and keeping buyers informed, you increase your chances of ranking higher.
Tip 5: Prioritize Visual Appeal with Quality Photos and Video
Your product photos are your shop's first impression. Buyers can't touch or try your items, so your visuals need to do the heavy lifting. A great image grabs attention and helps shoppers imagine the product in their lives.
1. Use All 10 Photo Slots
Etsy gives you up to 10 photo spaces—use them! Show your product from multiple angles, zoom in on the details, and include size references (like the item next to a hand or coin). You can also add lifestyle shots of the product in use.
2. Add a Product Video
Even a short 10—15—second video can make a huge difference. Show the item being held, worn, or used to helps buyers connect with your product. This is especially important for jewelry, textiles, or anything that benefits from showing texture, shine, or scale.
3. Keep It Visually Consistent
Make sure your listings have a branded look that is clear and consistent. Use similar lighting, backgrounds, and angles so your shop looks professional and trustworthy. Avoid cluttered backgrounds or distracting props—your product should be the star.
Bonus Tip: Your first image will appear in search results, so make it your strongest. Choose a clean, clear photo that makes someone want to click.
Tip 6: Use Social Media to Get Backlinks
Etsy doesn't rank listings based on backlinks like Google. However, traffic from outside sources still affects your shop's performance. More visits from social media, blogs, and other websites can improve your listing's quality score and boost engagement.
Here's how to use social media and content platforms to drive external traffic to your shop:
1. Share on Social Media Platforms
Platforms like Instagram, Facebook, TikTok, and X help you reach people not browsing Etsy. These people can become buyers once they discover your product. Consistent posting builds brand awareness and keeps your shop top of mind.
Tips:
Post high-quality product photos with direct links to your listings.
Share behind-the-scenes content like packaging or production.
Use relevant hashtags and tag your location or niche to increase visibility.
Drive clicks by making it easy for people to find your shop through your About section or story links.
2. Use Pinterest to Drive Long-Term Traffic
Pinterest works more like a visual search engine than a social app. It's especially effective for handmade, home decor, gifts, and fashion products. Unlike other platforms, your posts (called Pins) can continue sending traffic to your Etsy listings for months.
Tips:
Create vertical pins that highlight your product's best features.
Write clear, keyword-rich pin descriptions.
Organize your collections by themes like "Gifts for Her" or "Minimalist Jewelry."
3. Get Featured Through Blogs or Influencers
Contributing guest posts to blogs in your niche or partnering with influencers can help drive traffic to your Etsy listings. Many small business blogs and lifestyle websites accept guest submissions. This is especially true if you offer helpful content and include a natural link to your shop.
You can also reach out to content creators on Instagram, YouTube, or TikTok who share your audience. Offer them a free product for a review, feature, or mention.
4. Track Your Results
Use your Etsy Shop Stats to monitor traffic sources. This helps you understand which platforms send visitors and which posts or Pins perform best.
Tip 7: Use Etsy Advertising Tools
Etsy Ads are a great way to get more eyes on your products. Organic SEO takes time, while Promoted Listings provide instant exposure, driving traffic and gathering valuable performance data.
1. Start Small and Test
Begin with a small daily budget. $1 to $5 is enough to get valuable insights. Etsy automatically promotes your listings for relevant search terms. This allows you to see which products and keywords are generating clicks. Use this data to adjust your titles, tags, and pricing.
2. Focus on High-Performing or Seasonal Listings
Put your budget behind listings that sell well or have seasonal relevance. This helps you scale what's working and capture buyers during peak shopping.
Example:
Promote Valentine's Day gifts in January and February, or focus on top sellers during the holiday shopping season.
3. Pair Ads with Strong SEO
Before turning on ads, ensure your listings are fully optimized. Titles, tags, photos, and descriptions should all be clear and compelling. Ads can drive traffic, but well-optimized listings improve your return on investment.
Tip:
Run social media promotions together to create momentum across channels.
4. Monitor and Adjust Weekly
Check your Etsy Ads dashboard regularly. Pause underperforming ads and shift your budget to converting listings.
Tip 8: Choose Specific Categories
Choosing the correct category for your product helps Etsy understand precisely what you're selling and who should see it.
Etsy's algorithm uses your category selection as one of the key factors in search placement. Broad or general categories can hurt your visibility. Specific subcategories, on the other hand, can get your product in front of the right buyers faster.
Etsy has an extensive and frequently updated category system. You can't create your own categories, but you can and should select the most detailed subcategory available. This is especially useful for niche products like handmade, vintage, or digital goods.
Example:
Let's say you sell handmade woven storage baskets. Don't stop at Home & Living > Home Decor. Instead, go deeper:
Home & Living > Home Decor > Baskets > Woven Baskets
This shows Etsy (and buyers) that your item fits a niche.
Pro Tip: Check out similar top-ranking listings in your category and see how deep they go. Then match or improve on their specificity.
Tip 9: Refresh Your Listings Regularly
Etsy gives newly published or updated listings a slight short-term boost. In contrast, this doesn't replace long-term SEO tactics like strong keywords or sales performance. It's a smart way to increase visibility during peak times or when launching a new product line.
Refreshing your listing need to:
Edit the title, tags, or description.
Update or adding new images.
Slightly adjust the price.
Renew the listing manually (especially if it's about to expire).
Why it works:
Etsy sees recent activity as a signal of relevancy.
It gives stale listings a chance to reappear in search results.
You can test changes and see how your traffic impacts your Etsy Shop Stats.
Best practice:
Refresh listings during high-traffic shopping hours, like weekday evenings, weekends, and holidays. Avoid doing it during low-traffic times like early mornings or Monday afternoons, when few shoppers are active.
Example:
You see fewer views on a listing that's been live for 3 months. You:
Add a new lifestyle photo.
Replace a generic keyword with a more specific one.
Renew the listing at 6:30 PM on a Saturday. Then monitor performance over the next 24—48 hours.
Tip 10: Avoid Too Many Repeated Keywords
Etsy's algorithm uses de-clumping to limit how many products from the same shop appear on one search page. So if all your listings use identical keyword tags, they'll compete against each other.
Example:
You sell five styles of handmade ceramic mugs. Instead of using "ceramic coffee mug" as the main keyword in all 5, diversify like this:
"Rustic stoneware mug"
"Hand-thrown pottery cup"
"Large ceramic tea mug"
"Speckled glaze coffee mug"
"Wheel-thrown drinkware"
Each one targets different buyer search terms, avoids overlap, and increases the chance of more listings showing up in search.
Pro Tip: Use Etsy's search bar autocomplete and your Shop Stats to discover keyword variations that people are using.
Tip 11: Complete Your About Section and Shop Policies
Your About section and shop policies aren't just for show. They signal trust, professionalism, and transparency. Etsy values all of these when ranking shops in search results.
1. About Section
Think of this as your shop's personal story. It's your chance to tell buyers who you are, why you create, and what makes your products special.
Add behind-the-scenes photos or short videos of your workspace, process, or packaging. This will not only humanize your brand but also boost credibility.
2. Shop Policies
Clear, easy-to-read store policies create a smooth shopping experience and protect you and your customers. Etsy doesn't require you to fill these out. However, having them can improve your quality score and help you rank better.
At a minimum, include shipping and processing times, return/exchange policy, and privacy policy (especially for GDPR compliance).
Use Etsy's built-in policy templates. They're designed to guide you through all the key sections.
Pro Tip: Review your policies regularly. Outdated info can hurt trust and lead to disputes.
Tip 12: Encourage Customer Reviews
Reviews are one of Etsy's most powerful trust signals. Listings with more positive reviews tend to perform better in search. Buyers are more likely to purchase from a shop with great feedback.
But reviews don't just appear. You need to earn them by providing an exceptional buying experience from start to finish.
How to encourage reviews:
Include a thank-you message in the packaging.
Send a polite follow-up message after delivery.
Respond quickly to customer messages.
Resolve issues with kindness and professionalism.
Why it works:
Etsy's algorithm favors listings and shops with high star ratings.
Reviews influence new buyers and help boost conversion rates.
Engaging with reviewers (even the negative ones) shows you care.
Pro Tip: Never offer incentives or discounts in exchange for a review—that's against Etsy's policy.
Tip 13: Keep Improving Your Strategy
Etsy SEO is not a one-and-done task. The marketplace is constantly evolving, so your strategy should, too. Regularly reviewing what works (and what doesn't) helps you adapt and grow.
Use these two free tools:
Etsy Stats: See where your traffic comes from, what listings perform best, and what keywords people use to find your shop.
Etsy Search Analytics (available in Etsy's Shop Manager): Get more profound insights into how your listings rank in search and which tags drive the most clicks and purchases.
Ideas to test:
Try new thumbnail photos or listing videos.
Experiment with different keywords or tags.
Launch seasonal products or collections.
Adjust pricing and shipping to see what impacts conversion.
Pro Tip: Keep a spreadsheet or notebook to record your changes and the dates they were made. That way, you can track what made a difference.
Conclusion
Mastering Etsy SEO doesn't happen overnight, but it's an investment that pays off in the long run for your handmade business. By fine-tuning your listings with the right keywords, you can improve your visibility. Focusing on a great shopping experience can boost your sales.
Etsy's search algorithm loves high-quality, relevant listings, so keep your products and descriptions updated to stay competitive. Testing, adjusting, and refining your approach leads to better search rankings and higher profits.
FAQ
Does Etsy SEO matter?
Absolutely! When done right, Etsy SEO helps you stand out, bringing more traffic to your shop and ultimately leading to more sales.
Is Etsy SEO worth it?
100% yes. Investing time and energy into Etsy SEO is one of the most effective ways to level up your shop's performance. When your listings are optimized, they appear more often in searches. This allows you to connect with buyers who are actively looking for what you sell.
Why is Etsy SEO so hard?
It can feel tricky because Etsy SEO balances keywords, quality product photos, customer reviews, and listing optimization. On top of that, Etsy's algorithm constantly evolves, so you need to stay on your toes to keep up.
How long does it take for Etsy SEO to work?
Patience is key! It typically takes a few weeks, or even a couple of months, for Etsy SEO changes to make an impact. Etsy's algorithm needs time to process the changes and adjust your rankings accordingly. Keep going and stay consistent.
