Episode 58: Shop Fitness Calculator Extravaganza

*** The shop fitness calculator is down at the moment for updates. Not sure when it will be back up as we ONLY allow the absolute best features to be live on our site. ***


In this episode, Richie and Gordon dive into Marmalead’s Shop Fitness Calculator. They discuss what it will cost (spoiler alert – it’s free) and what sort of information you’ll get from it (spoiler alert – a pretty decent amount). So read on for this next episode of Etsy Jam!

The secret weapon

So what’s the Shop Fitness Calculator all about? Well, it’s something we’ve had in our Marmalead arsenal for a while now. It’s available to anyone who has an Etsy account and would like to take it for a test drive. It was one of the first tools we built out when we were building Marmalead. What does it do? Basically, it looks at your shop at a much higher level than just what Marmalead focuses on with SEO. It looks across a much larger platform and will tell you how your shop is doing in many different areas. If you’d like to follow along with the calculator while listening to the Jam for this week or just reference the calculator as you’re reading the blog, you can find it here.

Getting started

Basically to start off with the shop fitness calculator, you’re going to fill out some information which the calculator will…calculate…and it will deliver you with a grade. That’s right, like a good old fashioned letter grade. In this blog (and Jam) we’re going to walk you through everything from the information you need to fill in on the calculator to how your results are shown at the end.

Back to basics

Let’s say you’re at the shop calculator. First you have to fill in basic info like your email and shop name. Then, the next really important thing you have to put in is what time period you want to look at when you’re calculating the score for your shop. You have a few different options with this. You can choose the last seven days, last thirty days, last three months, last twelve months…you get the picture. Maybe you made some changes in January and you really want to look at only the last twelve months and how those changes have affected you. Maybe you just started your shop and you don’t have twelve months of data yet and you want to see the last thirty days or less. You can do either of these things (and some in between) and specify what fits you best within the calculator.

Choose wisely

An important thing to remember when you’re choosing a timeline is this: for the remaining data we fill in from Etsy on the shop calculator make sure your time period matches between what you’re looking to do with the shop fitness calculator and what time period data you’re looking at in your Etsy shop stats. Here’s how you do this: when you log into Etsy, go to your shop manager. On the left hand side you’ll see a section for stats. When you go into your stats section at the very top right, there’ll be a drop down that defaults to a day (or today). If you click this it will give you some of the time period options we mentioned earlier. Make sure when you’re looking up numbers to enter into the shop fitness calculator, you always have those two time periods set up so that they match. Otherwise, the math behind the scenes won’t be right and things won’t add up correctly. Meaning your results won’t be accurate.

We have triplets folks

The next three pieces of info are things we’re going to pull straight from our Etsy stats page. (Side note: Again, you don’t have to have a Marmalead account to do this. You don’t have to pay anything. This is a free tool that we offer. You don’t even have to tie your Etsy shop to it. Just go to your Etsy shop, look up this data, type it in on this page and it does its thing for you.) So about those three things:

Number of active listings- To see this go to shop manager and then listings view. Look for the the number of active listings that are listed there. It shows over on the right hand side when you’re in your listings view. Now, let’s say you’re running this for last year. Unfortunately, Etsy won’t give you last year’s info, so you just have to use your best guess. If it’s not a number that’s exactly in line with what you have now (say you have two-hundred listings now and you know you only had fifty last year) go ahead and put fifty in here. This will help make things more accurate instead of going off of your current number of active listings.

Number of orders you had for time period selected – For this you’ll be in your shop manager in Etsy. We’ll get the next two numbers from the stats view. The first one is the number of orders. This is easy. Etsy does a great job with their revamp stats and number of orders is front and center at the top of the screen when you go to your stats view. Enter in whatever it says underneath orders.

Number of listings visits you have for time period selected  – Also on stats just to the left of where they show orders they show visits. You’ll want to take whatever number shows there and paste it into the shop fitness calculator as well.  

We have lift off

Another great thing to remember is if you’re thinking of launching a campaign, this is a tool that can be useful for that. It’s a great baseline measurement of how changes you’ve made to your shop are working for you. Let’s say you’re going to launch a Pinterest campaign. You’re going to start pinning things more often and you’re going to try and target your customers on Pinterest, pulling them from there to your Etsy shop. Running the shop fitness calculator at the start of your campaign and then running it again at the end can give you valuable insight into how all the stuff you did with your campaign actually worked.

Leader of the pack

Once you’ve filled in all the basic info above, hit next. You’ll have three more pages of info to fill out, but it’s basically the same things repeated three different times. What we’re looking at inside of our Etsy stats is our highest three keywords. One of the cool things that Etsy shares back to us as sellers is this: inside of stats if you scroll down there’s a section called search terms.

The reason this is cool is because Google analytics used to do this by default. Then they removed it (giving you access only if you paid for ad words) but Etsy however, is basically telling you the keywords buyers are typing into search to find you. They’re saying here is what’s working right now so buyers can find your listings and get to them! What we want to do with this inside the shop fitness calculator is look at those top three keywords and score them. We want to let you know if these really are good keywords or could you be finding even better keywords than your top three? We want to make sure that you’re not using a general keyword where you could be more specific and vis versa. The point is, it could be a good keyword for your specific shop, but that doesn’t mean it’s good in all of Etsy. This is just the best of what you already have. It’s only going to show you keywords that buyers have used to find your listings. It’s not going to give you new keywords.

First page 

First we’re going to take our highest keyword and type it into the shop fitness calculator. Then, we need to find out the number of listings and the top one-hundred results for that keyword. The easiest thing to do is to go into Marmalead and do a search (we’ll need this data later anyway) for your keyword. As a Marmalead Entrepreneur you can filter down and say “show only my listings” and it’ll give you an exact number for how many listings you have that are in the top one-hundred. Enter that number in here. If you’re not a Marmalead Entrepreneur you can still use Marmalead and do a search. You’ll have to scroll through the different items that come up and count how many of yours you find. You can also put your browser into incognito mode, log out of Etsy, do a search on Etsy itself and count your listings that show up in the top one-hundred there. However you choose to find this number, you’re going to enter that.

Three more 

Next we want three more pieces of info from Marmalead. The first is the average views per week for that keyword. So, we already entered this keyword into Marmalead and we did the search on the keyword search page. Right at the top it’ll show you underneath the Marmameters how many average views per week this keyword gets. You’re going to put that number into the calculator. Right next to that in Marmalead is the average number of favorites per week that this keyword has. Enter this into the shop fitness calculator as well. Then the last piece of info here is the number of categories that this keyword has. The easiest way to see this is inside of Marmalead. When you do a search you’ll see the filter bar where you can say “just include my listings” and right across from this is filter by category. At the bottom of this it shows you how many categories there are.

Repeat after me

Now we’ve filled out all the info for your first keyword. You’ll need to click next and repeat this two more times for your other two keywords from your search terms in Etsy stats. Once you’ve repeated this for both words, you’ll want to enter those numbers into the calculator as well.

Getting the grade

We’ve filled everything out! We’ve made it through. We did all our basic shop info and our top three keywords along with all their info. Now we’re ready to be graded. Cross your fingers and hit next! The shop fitness calculator will give you an overall shop fitness score which is a letter grade. A, B, C, D, or F. It’ll show you what your score is as well as the average score of everyone who takes the shop fitness calculator. We realize that if we just gave you a letter grade and left you with that, it wouldn’t be a very useful tool. Instead, we break this down into different sections to try and give you an idea of where you could use the most improvement. We also let you know which sections you’re being an absolute rock star in! Then, inside each of these sections we also offer ways to improve this score if you need it. 

Sections one by one 

Listing visibility- this measures the number of views your listing gets per week against the average we’ve seen in Marmalead. This is a good way of measuring your listings compared to other sellers’ listings inside of Etsy on a big scale. If this needs work you can affect it in a couple different ways. Work on your SEO and try to target more people from Etsy search. Use Etsy’s promoted listings to try and pay Etsy to drive more traffic to your listings. You can also utilize social media platforms and google ads to try and drive more traffic to your listings as well. These can all help with visibility of your listings.

Conversion rate- basically this is measuring the amount of visitors you have to your shop that turn into buyers. If you take the number of orders and divide it by the number of visitors you’ll have your conversion rate. Typically you’ll see around 1.2%, which is the average we see inside the shop fitness calculator. Go listen to Etsy Jam Episode 40 for more awesome info on conversion rate! Some ways you can improve your conversion rate are these: make sure your items are priced appropriately, have your descriptions include all the info your buyers need, improve your listings photos and choose more specific keywords.

SEO ranking- this measures the number of your listings which appear in the top one-hundred for each of your top three keyword searches.  If you’re doing a great job with your SEO, you can have as many as three listings show up in the top one-hundred. This is because of the way Etsy currently ranks everything. If you get three listings in the top one-hundred for a keyword search, you’re definitely sitting pretty for that keyword. The opposite of course is true if you have none show up.

Keyword engagement- this measures the level of engagement from Etsy shoppers like views and favorites. This is for your top three keyword searches and it compares it with the average we have seen in Marmalead. If you feel like your top three keywords aren’t indicative of your listings, feel free to run the tool again with the keywords you’re trying to target. Then investigate why those aren’t in your top three. It’s always important to understand why things are the way they are. That way you can come up with a basic plan of action to try things out and then check them and see if they’re working for you.

One last thing

With the shop fitness calculator, the overall score that you’ll see at the top is the average score of what most users see when they use it. The average score is a C. If you’re getting a C, you’re average. Don’t be too upset about that, obviously there’s room for improvement, but don’t beat yourself up over this. Also, in each section we talked about above we also show what the average score is in each of these too. These also go by letter grade, an average being a C here as well. At the bottom of the results page there are a couple buttons. One let’s you print a report of your scores which can be helpful to have around. You can also click the button that allows you to do it all again. You can also tweet and share with your friends what score you got;)

So there you have it, folks! That’s the shop fitness calculator broken down. Let us know how it goes for you and if you have any questions or comments. You can email us at success@marmalead.com. AND if you’d like to be a guest on one of our Jams, we’d love to have you contact us! We love having guests on to chat with Gordon and Richie. As always, thank you for reading and listen to this week’s Jam! It’s full of extra tips and suggestions to help you get even more out of Marmalead. Happy selling, everyone!

In this episode, Richie and Gordon dive into Marmalead’s Shop Fitness Calculator. They discuss what it will cost (spoiler alert - it’s free) and what sort of information you’ll get from it (spoiler alert - a pretty decent amount). So read on for this next episode of Etsy Jam!

Etsy Jam Scoops

Episode 57: Great Keywords Delivered Weekly

In this episode, we have a handful of different ways that sellers are using Marmalead’s High Engagement Keyword emails to improve their listings and their shops’ success on Etsy. If you’re a Marmalead entrepreneur, or you’ve been thinking about becoming one, and you’re looking for some fresh ways to use your weekly list of the highest engagement keywords, read on!

What’s in your inbox?

The High Engagement Keywords email is sent out weekly to all our Marmalead Entrepreneurs. If you’re wondering why the heck you’re not getting these fantastic emails (and you should be) definitely look into that! Maybe you accidentally unsubscribed to some of our other emails. No hard feelings, we always want ya back;) Just pull up an old Marmalead email you received from us in the past. Go to the bottom and click the “unsubscribe” button. This will bring you to a site where all our emails are categorized. You can resubscribe to whichever emails you’d like to receive there. If you’re having a hard time with this, email us at success@marmalead.com and we’ll get ya hooked up!

All that feedback

A while ago, we asked our users to send us feedback on the Keyword email. We’re millennials after all and we looove feedback! We wanted to share some of that feedback with you!

Obviously when we started writing the Keyword emails the point was to share what some really popular high engagement keywords were. These were keywords that other sellers had found very helpful. We wanted to make finding those keywords much easier by saying, hey look, we’ve got the goods let us list them out for you and make your life a little more simple. Skim through them and see if they apply to your products. If you find that some do, cool! Throw them on the listings that apply! If they don’t apply, maybe some of week’s keywords will.

It’s better to share

When we started receiving feedback, however, our users were telling us many other reasons and ways they use our High Engagement Keyword email. Some of these reasons we hadn’t even thought of! And we wanted to share that feedback and those reasons with all of you. Our ultimate goal is that you can use these emails to their full potential. That’s truly our goal with everything we offer here at Marmalead. So, without further ado, here are the top five ways you can maximize our High Engagement Keywords email

Getting keyword ideas for your listings 

We already touched on this above, but this was one of the reasons we first started the emails to begin with. Stacy M. from Grand Rapids Michigan had this to say:

“It does give me an idea of what others are looking for and some words I might be able to add to my titles.

Again, this was front and center in our mind from the beginning. This email would help our users to find quality keywords at different competition levels. Which brings us to what “competition levels” means exactly, just in case you haven’t heard us mention it before. We have different levels of engagement that we score within Marmalead. We also have different levels of competition that we score for a keyword inside of Marmalead. Different shops can compete at different levels. So, even though you might be using a keyword that’s super high competition, you may not be able to target that level of competition. Meaning you may want to drop that particular keyword because it really isn’t getting you any traffic. And with the keyword email, we didn’t want to just give you high engagement keywords alone. We wanted to break down the levels of competition so you would know where you fall within them.

Possible avenues 

Kim F. in L.A. said this:

“Not only is it good for keywords to use, it also gives me ideas of possible avenues to pursue with my jewelry.”

This is someone who’s been looking through the keyword email a lot. She realizes even though a certain keyword might not apply to what she’s creating right now, it’s possible to find related areas she might be able to jump into with her current product. Which is always important especially when you’re in fashion. Staying on top and ahead of the curve is fantastic!

In the know 

So many people wrote in and told us the keyword email helps them follow what’s going on and what’s new. Being aware of what’s trending and how it’s changing is VERY valuable information for any seller. Patty P. in Philadelphia said:

“I do look to see if any trends are in the emails and it does make me think of related areas. I applied some of the relevant keywords to my listings yesterday and have already had more views!”

This really is awesome! Definitely not something we thought of when we came up with the keyword email.

Down the funnel

Brian C. from Vancouver Canada brings us into our fourth point: 

“I’m using your email for quick market analysis to understand the trends for my product development. Also, I’m learning how the customers are funneling the keywords in their searches.”

Sales funneling is basically the different stages a buyer will go through when they’re going to buy a product. At some point, you’re not aware you even need a certain product and then, you suddenly have something arise and you need…something:) Then, you figure out what you need, but now you have a variety of things to choose from. Pricing suddenly comes into play and the narrowing down of your choices begins. Maybe a specific color is important. Or it might depend on what something feels like. Whatever the case may be, the funneling and narrowing down process is in full swing and the buyer starts moving through the different stages.

So, how does this fit into the keyword emails? Within the emails you’ll see pretty generic descriptors. But as you get more specific with these keywords with lower levels of competition you can kinda get into the buyers head. It helps you see how they’re specifically searching at different levels of competition. And if you know how a buyer will walk through the searching and narrowing down process, you’ll be one step ahead of the game when it comes to keywords and listings.

Let us remind you

Lisa K. from Copenhagen Denmark said:

“It’s very useful because it keeps me up to date with trending keywords and also acts as a reminder to keep reviewing my keywords.”

This is a great way to remember to stay on top of your keywords! You can’t just pick keywords and then leave them alone for years on end. As we said above, keywords trend. If you’re serious about having a revolving door to your shop staying on top of your keywords is a crucial part of this.

One last thing 

Something else we wanted to mention: when you open the email, we show you that there are grouped chunks of keywords by the levels of competition we already talked about. Next to each keyword is a score and that’s the actual engagement score for that particular keyword. They’re also in order. As a seller, you’re going to want to find the keywords that have the highest amount of engagement for the level of competition you’re able to target. By showing the scores it can help you compare words between different levels of competition. This is also helpful in knowing how you should apply them. It also helps you see how the engagement on those keywords is trending.

And the feedback goes on

So, if you’ve already been maximizing the emails or if you’re starting now, give us your feedback! We often hear that our users would like even more info added to the keyword emails. That’s actually something we’re literally limited on since we’re only allowed to put so much info into an email. Also, if we send out an email with the top 40-50 highest keywords in each category instead of the top 15 highest, you’d still be sifting through keywords a lot. We’re trying our best to maximize information and give you top value information. If you have other ways not listed here that you’re using the emails, please send them to us. And this goes for all of Marmalead. We’re always looking for ways to improve and give our users the best experience possible. Please let us know what ya think!

As always, thank you for reading our blog and go listen to this week’s jam! Per their normal humor the guys mention of Sriracha shirts, polos, talking faster and sports jackets;)

Happy selling everyone!!!


In this episode, we have a handful of different ways that sellers are using Marmalead’s High Engagement Keyword emails to improve their listings and their shops’ success on Etsy. If you’re a Marmalead entrepreneur, or you’ve been thinking about becoming one, and you’re looking for some fresh ways to use your weekly list of the highest engagement keywords, read on!

Etsy Jam Scoops

Episode 56: Keyword Decision Tree

** For the most RECENT and RELEVANT information about Marmalead and Etsy SEO, head over to Marmalead’s Help site! We’re circling back to update this post and jam with the latest changes. **

So, you’re working on your SEO and you found a keyword. Is it a good keyword? Will it work for you? Will it end up with sales? In this episode, Gordon and Richie walk you through Marmalead’s Keyword Decision Tree and show you 6 steps you can follow to decide if a keyword will work for you.

Knock, knock! Who’s there?

Surprise! Keywords are back! Because, we never talk about keywords (ha!) and they’re kinda a big part of SEO. It’s not always simple when you look at a keyword to know if it’s a good keyword. A lot of times the guys will get questions about keywords. Can they explain them? Absolutely. But, sometimes those questions are starting out in the middle of the “finding a good keyword process” which takes the guys explaining the entire process from the beginning. Also, it can be hard for Marmalead to tell you if a specific keyword is the best for you. As the seller, you need to have more info about the keyword you’re wanting to use. It’s definitely not a black and white answer for everyone across the board. The same keyword isn’t going to work like magic for every seller, even if they’re selling the same thing.  Can we help you figure keywords out? Yes! But this is a team effort between you and us.

Follow the yellow brick road

We know there are several steps in figuring out if a keyword is good for you or not. What we’ve done to try and simplify the process is put all the steps together. Introducing our Keyword Decision Tree! This will help you see exactly how we recommend if a keyword is actually a good fit for you. If you’d like to view this and follow along as we’re talking through it, you can find it here. Let’s get started!

Is engagement at least moderate?

If you’re not familiar with what engagement is and what we mean by it, inside of Marmalead we have Marmameters. They score the engagement, competition and category page of a listing. Engagement is basically measuring how many people are engaging with listings that use a specific keyword in them. Are buyers clicking on the listing, favoriting it, viewing the shop and purchasing an item? All of these steps would be engagement. We have a five step score for this, scoring from low to high. You want to stick with moderate and above for your score.

Broaden your horizons

If you look at a keyword and do a search in Marmalead that comes back “low” at this point (unless you’re an expert and know what you’re doing) you’re going to want to abandon that keyword or tweak it. If you can find another keyword that’s similar to the one scoring low and this one has a higher score, then perfect! Go with that! This happens a lot with super specific keywords that are very niche. You might need to broaden and remove some of the more specific words if it’s a phrase.

For example: Let’s say the keyword we’re looking at is Mason Jar Sconce. Now, engagement for this particular keyword is very high in real life. But for the sake of our example, let’s pretend that it has very low engagement. Someone searches this keyword, which is very specific, and the results come back with six items. Even if your item happens to be within the six results, the buyer searching will more than likely rethink his/her search, because buyers like more options than just six. So, to broaden this keyword, you could change it to Jar Sconce. This still describes your item but also puts you in with more listings.

Another great (and funny) example is the difference between how people in the states search for “flip flops” and how a larger part of the world does. In many countries, the word for flip flops is thong. So, if a buyer searches for “thongs” on Etsy, the search comes back very different;) And the engagement goes down because what they were expecting to see is definitely not something worn on your foot;) Which brings us to the question…if across the pond you call flip flops “thongs”…what do you call undergarments with less material?? Ok, moving on…

Hate to burst your bubble

So, let’s say you search a keyword in Marmalead that you want to use, and the engagement score comes back very high! Are you good to go? Can you just slap it on your listing and forget about it? Well, no. This just takes us to the next step on the decision tree: Is the level of competition in a range where I can be on the first couple search pages? This might be confusing because this keyword has scored with high engagement. But, you can’t just look at engagement alone. You also have to consider the competition of the word.

Test it out. There’s no magic formula.

The best way to explain this is again in the Marmameter. The Marmameter also has different levels of competition. And depending on your shop, listing quality score, how recently you’ve renewed your listing, this all factors in on where the listing will go within Etsy. These are things that you as a seller have to feel out. We don’t know what level of competition your particular listing can rank for. You will have to test out different formulas to see how well a keyword or words works on your particular listing. Where is it placing you? Are you moving up in ranking?

This is kinda the point that you have to prove yourself to Etsy. If you try different formulas and are steadily receiving more positive engagement, sales, reviews, better conversion rate, your ranking will definitely go up putting you ahead of your competition. This takes time and persistence though. It’s not a magic overnight formula.

Let us help

Yeah, we know it’s not a black and white formula. However, we’re doing our best to help you figure out the process. Check out the mini work shop on our website called “Is It Working” here (scroll to close to the bottom of the page). Level one will help you figure out how often to renew to keep your listing on the first page of search results. No, we can’t breakdown every single thing about keywords and SEO, however, we can give you tools to help you in your journey to discovering what will and won’t work for you.

Another thing we do for our entrepreneurs is to send out an email once a week. This email shares what the highest engagement keywords were for the previous week across all our searches on Marmalead. We break this down by level of competition, which is important to do because not everyone can rank for the higher level competition keywords. If you can figure out what the highest level of competition you can rank for is, when you receive the email you’ll be able to look at it and know hey, these keywords will work but these definitely won’t.

An example of some of the very low competition high engagement keywords in our last email were: hand writing bracelet, mason jar sconce, and weekly student planner. These are really specific and niche words. The competition for them will be really low, but a good plan might be to also sprinkle in some more high competition keywords as well. Yes, you may have to renew more often to make sure you’re staying on top, but we wouldn’t discourage you from using higher competition keywords if you can rank for them. Some of these higher competition keywords would include: crochet pattern, choker and home decor.

Don’t abandon it

So let’s say you do you’re search inside of Marmalead and your keyword engagement looks great, but your competition is very high and you can’t rank for it. You’re no where in the top one hundred search results. Does it mean you shouldn’t use that keyword? Yeah, probably not that exact one. But, you don’t have to completely abandon it. You can try and make that keyword more specific. Being more specific definitely lowers the competition. So take that specific keyword and tweak it so make it slightly more specific.


Ok, so NOW you’ve got a keyword that has great engagement, you’re level of competition is good and you’re ranking for it! You’re done, right? Well no, not quite yet. The next step is evaluating if the Category Page is “Low Risk.” Right now on Etsy, it’s super low risk because Etsy recently turned this off in their search. They must be listeners to the Jams/readers of our blog;) Because we’re not big fans of the category page. Thankfully it’s now off, so moving on!

Matchin’ those numbers

Alright, you don’t have to worry about the Category Page. Is your keyword good now?! Nope, because being thorough is important. So we’re going to take a deeper look. Up until now, the Marmameters have told us what we want to know. Now, we want to look at the matching listings table in Marmalead search results. Do most of those listings have strong views and engagement? If they are, the chances of you having the same thing when you rank there is very high! Do they ALL have to have high engagement and views? No, because maybe some of them simply don’t have good pictures and it’s easy to see why no one would click on them. Just make sure that you have views per week that match these listings, if you were among them. Usually we say about 15-20 views per listing, but remember, the higher the competition keyword the more views you’ll get. This doesn’t mean they’re engaging views, but these more broad keywords do tend to bring in more views in general than a super niche keyword.

Point and click 

Why do photos matter when we’re talking about keywords? Keywords set expectations for what will show up after you hit enter on a search. If the pictures pop up and a buyer doesn’t see what they want, they’re going to do another search. Buyers won’t waste time just aimlessly clicking around. So, the photos of competing listings need to be a good fit for your product. If there are forty other listings on a page and yours stands out for the wrong reasons it doesn’t matter that you’re ranking on the first page, no one will click that listing. Buyers click the few listings that look interesting to them and match their search, then they move on.

Also, if every other listing on a search page has high quality photos and yours is blurry or grainy, this will NOT work in your favor. If this is the case, get your photos up to speed! Bottom line: make sure your photos fit with those around you and that they’re good quality. It seriously matters and makes a huge difference.

Rollin’ in the dough 

There’s another very important piece to this keyword puzzle before we’re all done: pricing. Is the price of your listing appropriate with the other search results around you. We don’t mean is it cheaper. We don’t even mean, is it the same. The example we give is this: if I want to be a high quality competitor, am I priced properly? Buyers will often use price as a surrogate for quality. We are all conditioned to a certain extent to think of a higher priced product as a higher quality product. Obviously, the product needs to reflect this and hold up under those expectations. But, if you’re way under pricing your listing, the first thought could be, “what’s wrong with it?” The rule here is, if you truly have a high quality product, price it as a high quality product. If you have an average or middle of the road product, price it moderately, etc.

Green means go!

SO, you’ve done all the above steps, everything is looking fantastic…do you actually have a good keyword?! YES! Finally! Now you have something worth trying:) Is this a full proof formula? No. If you try out all these steps, are you giving yourself a better chance of a sell? Absolutely! So often sellers will approach keywords and SEO as something they really don’t want to do. Why can’t ya just throw something on there and let Etsy sort it all out?? Well, you can do that, it’s just that if you only do it half way you won’t get the results you’re hoping for. If you’re willing to try this process though and test out the formula, tweaking it as you need to, you will reap the benefits. You are truly the best one to fully understand what will work best for you. You are the one intimately familiar with your product, waaay more than we are:)

In summary

Ok, so a quick review to determine whether a keyword is good, because we wanna make it easy:

1.) Is the level of competition in a range where you can be on the first couple pages?

2.) Is the Category Page “Low Risk”? (Don’t really have to worry about this one for now.)

3.) Look at the Matching Listings table. Do the number of view per week for most of the listings look strong?

4.) Do the photos of competing listings look like a good fit for your product? Will it look favorable?

5.) Is the price of your listing appropriate compared with other results?

Give us some feedback on the Decision Tree and how this is all working out for you. We LOVE hearing how it’s all going and what we can do to improve our material. If you’d like to do that, email us at success@marmalead.com. As always, go listen to this week’s Jam! The guys have some great details not captured here. Also, their closing thoughts are fantastic! Thanks for reading, everyone and happy selling.

So, you’re working on your SEO and you found a keyword. Is it a good keyword? Will it work for you? Will it end up with sales? In this episode, Gordon and Richie walk you through Marmalead’s Keyword Decision Tree and show you 6 steps you can follow to decide if a keyword will work for you.

Etsy Jam Scoops

Episode 55: Is your Etsy SEO done?

In this episode, Richie and Gordon have a candid conversation about why a seller’s SEO can’t ever be “done.” If you’ve been in the habit of practicing set-it-and-forget-it SEO, you may want to stick around and rethink your strategy.

Spooky views

If you pull up this week’s Jam (which you totally should) you’ll notice that unlike other Jam’s, this one is black and white. It’s different….aaaand a little creepy (think The Blair Witch Project) which reminded the guys of Halloween. And because we’re all kinda random around here, we thought, who always wants Christmas in July anyway?? What about Halloween in July?! Believe it or not, this all leads right into what Gordon and Richie want to talk about in this episode. Only they could randomly connect the dots like that;)

Prep away

It’s true that now might be a little too early for the end consumer to be prepping for Halloween. If you start thinking ahead though, you’ll realize that someone has to start prepping Halloween (or whatever holiday/event we’re talking about) way before the end consumer buys whatever the product is. When we walk into a store and think, “Oh gosh, it’s Halloween already?!” someone else has been thinking about this long before the idea to buy those little candy pumpkins ever popped into our heads. You can follow this rabbit trail a long ways back, too. Before that person ever started thinking about stocking their shelves, someone else was thinking about making those items.

Magazines, websites, anyone who is doing content pieces on a Holiday will be looking for products and shops to feature well ahead of when anyone will read them. They’ll compile all of this and organize a production schedule. So realistically, someone up stream is thinking about Halloween come July. As a seller you have to think about that too. So we’re reminding you!

On your side 

Etsy sends out newsletters about three to four weeks ahead of anything that’s themed. They tend to leave a little bit of a buffer. They try have people think ahead for purchases they’ll need in the future. Etsy understands that it takes time for hand made items to actually be made, shipped and arrive to the buyer. They’re trying to allow for some of these time demands. This definitely puts Etsy on your side as a seller. Their editors are always thinking ahead and brainstorming what to include in these news letters or on their website and recommendations to send out for their sellers.

These ideas are being created well in advance of anything Etsy is actually sending out to buyers. SO, as a seller you want to make sure that your keywords and products are ready to go when that rush comes in. It doesn’t matter when Etsy sends out that “Christmas” news letter (it could literally be in July) you want to be ready to go when that happens. Be prepared for the onslaught of searching that will happen. This is also the whole way SEO works. Wanna know how to get featured somewhere? Plan ahead. Be there. Most of the time, it’s all about showing up. 

A friendly reminder

We’ve said it before and we’ll continue to say it. Your SEO is never done. There will always be things to do with your SEO throughout the year. Seriously. Then, when the next year starts you keep right on going. There are a handful of reasons for this. The previously mentioned reason, staying ahead of the holidays, is a main component. Another reason is that there are things that come in and out of fashion. Things can be popular one moment and then gone the next. Hello, mood rings, chia pets, pet rocks and maybe even fidget spinners! However, you can definitely capitalize on things that are super trendy. When everyone is talking about the trends and people are looking for something clever to say about them, you can take advantage of that. Even if it’s a funny meme about fidget spinners or mood rings, that can be an opportunity for items like t-shirts and mugs to be sold.

Words matter

This not only applies to trending items, but trending words and terms in our culture as well. Just like popular items to be sold, words can be capitalized on. But, this usually depends on the staying power of that trendy word or phrase. And this all leads back to your SEO. Let’s say you have all your listings set up and ready to go. You’ve picked out the best trending keywords to describe your items. Then, you let your keywords/SEO sit for five (or two) years. What happens? You’re missing out on a huge opportunity to use new keywords and trends to describe your listings!

If there are trending words that are constantly changing that means your buyers are constantly using new search words. You want to make sure you’re showing up with those trending terms. Which is another reason why your SEO will never be done. Make sure you’re on top of those new trending terms and that your plan of attack with this is always targeting how buyers will search for the items you’ve listed.

Think outside the box

Ok, so back to the whole fidget spinner thing. Why do you see them being sold in grocery stores? Why are toys sold there? Or pharmacy products for that matter? None of these things are food. They really don’t belong in a store devoted for groceries. Yet, there they are. That’s called brilliant target marketing. The store is anticipating what their customers MIGHT want and supplying it for them. This is exactly the way you should think about your shop. Anticipate what your buyers will want. Unless of course, you don’t want to expand and only want to stick with a certain item. And that’s ok, as long as you realize this is limiting your potential growth and success.

Understanding your customer 

Another reason your SEO is never done is that your customer is always evolving. No matter what you’re selling, listing and what your keywords are, there’s usually room to niche down. You can always have a better understanding of who your customers are and what their needs will be. You can also get super specific with the keywords you’re targeting. This is important in attracting the type of customer you’re looking for. This also ensures that those customers are really interested in what you have to offer in your shop.

Now, when you find more specific keywords the engagement with them may not be as high as engagement on the bigger generic keywords. But remember, you’ll be competing with less sellers. And this is the balance you want to strike when you do this: finding keywords that are less competition, more niche, but still having reasonably high engagement that sellers are actually shopping for.

Also, keep in mind that you might get less buyers, BUT the buyers you do get will be further along in there searching process. These would be your more serious buyers. And if they’re more serious about what they’re looking for, you shouldn’t need as many of them to get a sale. For example, on a broad keyword you may need upwards of one hundred views before you make a sell. On more specific keywords, you may only need upwards of twenty-five.

One of our customers and an Etsy Jam guest, Joanna, helps people out with their SEO. One of the things she’s said is this: a lot of the time when she helps someone find the best keywords to describe their listings, they actually get less views but will end up with more sales. This is fantastic and will increase their conversion rate like crazy. Etsy will love this because they’ll see that you’re using great keywords that draw buyers in and this will improve your ranking.

The variety pack

Recently, Gordon’s friend Alex was looking for a gift for his wife. He was awesome enough to let Gordon watch him search around on Etsy so Gordon could get a better idea of how shopper engagement was. Alex started his search really broad. First it was “handmade gifts” because, he didn’t even know where to start. Then, after seeing a few things pop up, handmade soap caught his attention. Very quickly his search changed to “handmade soaps” which brought him to the realization about how many different kinds of handmade soaps are out there! It began to dawn on Alex that even though he knew his wife really well he didn’t know which scent she might prefer in soap. Well, what else to do then but search for a “variety pack” just to make sure she got what she liked! Now his search was “handmade soap variety pack” and as he continued, Gordon watched Alex get more and more and more specific in his search.

This is all exactly what the shopper process looks like. Walk by a window, something catches your eye, walk into the store, walk to a certain section of the store and suddenly you’ve found two certain things you want and there it is. You’re down to a choice of what exactly to buy.

The variety pack isn’t a new concept. We see it all the time in grocery stores. It might be a variety pack of chips, beer, cookies, whatever! The masses are already being conditioned to know that this sort of purchase is a possibility. You can definitely use this to your advantage in your own shop. Pay attention to where people go in the real world and what’s being marketed to them. Then, relate that back to your business and try to implement the ideas and strategies you’ve found there. 

In this episode, Richie and Gordon have a candid conversation about why a seller’s SEO can’t ever be “done.” If you’ve been in the habit of practicing set-it-and-forget-it SEO, you may want to stick around and rethink your strategy.

Etsy Jam Scoops