Etsy Jam Episode 42: The SEO Secret Hidden in Plain Sight with Joanna from EWDMarketing

In this episode, Joanna joins us from EWD Marketing. This is her SECOND time with Etsy Jam. She joined us in Episode 31. Check it out if you haven’t already. Joanna has been doing some testing and has found some really interesting things that she wanted to share with everybody. But we’ll get to that in a minute. 🙂

A Little Bit of Mythbusting

While helping people with their SEO, Joanna keeps finding that people are following rules which applied three or four years ago. These rules are no longer as relevant because Etsy is constantly tweaking and changing their search algorithms. Etsy is one of those spaces that changes very rapidly compared to other places online. If you’re selling on Etsy you want to make sure you are on top of those changes. Know what those changes are and what you need to do to your shop to position yourself in the best way you possibly can.

Often times, it’s easy to blame Etsy for our shops not getting sales or views. But  behind the scenes, Etsy is working feverishly to help shoppers find the products they are looking for. More sales means more success for Etsy AND its sellers. As sellers, we need to stay flexible and work with the changes. If we don’t, we’ll end up as yesterday’s news and losing our grip on the success of our shops.

Reworking your Listing Titles

People always ask what is wrong with their listings. When you tell them they need to update their tags and titles because these are not relevant and not working, they get frustrated. They feel it’s difficult to find relevant keywords and it’s hard to follow rules they’ve heard about – like avoiding keyword stuffing. Most sellers think they cannot use keywords more than once in their titles – or they will be “stuffing” them. However, it IS possible to re-use keywords in different context. For example: you can use silver starfish necklace, silver starfish bracelet and silver starfish ring and this doesn’t mean you are stuffing your title with the keyword “starfish.”

Another one of Joanna’s firm beliefs is that titles do NOT need to be customer friendly. Titles need to be search algorithm friendly because that is what makes it possible for shoppers to find your products. The only time your title needs to be customer friendly is when it’s on social media and you are trying to bring people back. Otherwise, you need to be writing relevant titles so that the algorithm can show your listings to shoppers who are specifically looking for them.

The SEO Secret in Plain Sight

Our tags and titles aren’t the only way we can help ensure our listings show up in search results. We can also renew our listings to get a nice bump in rank for they keywords we’re targeting. Many people think renewing does not work but it DOES. Joanna has tested this repeatedly with multiple shops to prove it. Check out this screenshot:

Joanna put her shop into vacation mode for a good length of time. Then after taking it out, she didn’t change anything in any of her listings except she started renewing listings frequently. As you can see in her stats graph, the shop lit up with activity as her listings started ranking for relevant keywords. Joanna repeated this with multiple shops to make sure her results were reproducible – and they were! This really illustrates the power of renewing listings which have been set up with relevant keywords.

Joanna makes sure to point out that if you do not have relevant titles and tags, then renewals won’t help  you rank for the best keywords – and you likely won’t see much benefit from renewing. So make sure you have your keyword phrases in ship shape condition!

How to Choose Relevant Keywords Phrases

Relevancy has been misunderstood by a lot of shop owners. What you have to do is go for long tail keywords. Most people limit their keyword phrases to 2 or 3 words. But if you increase your phrases to 4 or even 5 words, and use these long tail keyword phrases right at the beginning of your titles, you will have a much better opportunity to rank on multiple first pages of search.

What you don’t want to do is to use the generic terms (gift, gift for her, etc) and not fine tune them. It’s more important to have a long tail keyword phrase that is relevant to your product – and even more importantly is relevant to how your customer is searching for your product.

Try this Activity

So as an exercise, pick a product that you are struggling to find relevant keywords for. Grab your notebook and jot down some ideas. For our example, let’s use “sweatshirt.” Jot down things about the sweatshirt. It’s pink, it’s got a hood, it has a zipper front, it’s for women and it’s a size medium. Now use Etsy search to try to find 5 competitors that have a product just like yours BUT do not use any of your keyword phrases that you just wrote down. That’s a real eye-opening experience. When you try to look for a sweatshirt and you’re not using pink, or hood, zipper front, size medium but you do know it’s a sweatshirt for her. You have to start thinking differently – and NOW you’re thinking like a customer. Which is exactly how you want to be thinking when you’re picking keywords.

Now take all those new descriptive keywords you just found by thinking like a customer and go to Storm inside Marmalead. See what they generate. Going through the list of keywords in Storm is where you find your actual keywords and come up with the long tail keywords.

Speak Your Customers’ Language

It is important to make sure you are speaking your customers’ language. Just because you are getting views does not mean you have perfect keywords. If you can’t get your views to convert to sales, you could be attracting a lot of people who are just window shopping. Your keywords could be too vague or not great descriptions of your product. Of course there are other factors that go into converting views to sales like your photos, pricing, descriptions, etc. But Just because you’re seeing more views, don’t assume that your SEO is set up with the best keywords. The more you learn to talk your customer’s language the better off it’s going to be for everybody.

The Last Chance Sale

Want to try something fun? Joanna told us about a fun activity she did with one of her Etsy teams. She encourages everyone to try it with one of their groups too.

Go to your Listing Manager in Etsy and open up your Stats. Deactivate anything that has 0 sales and basically no interaction for the last 30 days or 90 days. Those are the items that you will put into your Last Chance Sale. Put a hefty discount on them for the sale – and once the sale is over, pull them from your shop for good. That’s it! They’re out of your shop and you’re done. You have to do this because these items are hurting your conversion sale. Any item that has 0 sales is affecting your conversion rate and it has to go. Pull out all your 0 sales items, set them aside and pick out a date for when you’re going to do your Last Chance Sale.

Now you’re going to go in and use Marmalead to search for a keyword that nobody is using and brings up zero results. Use this keyword at the beginning of your titles and as your first tag for each Last Chance Sale item. Set this up and have your group announce to your audiences on Social Media. On your chosen date, go in Etsy and reactivate these products.

After the sale, make sure you remove all of the listings that didn’t sell. Your conversion rate will go up, sales performance increase and people will be able to find exactly what they are looking for. Conversion rate is as important as relevancy is.

Check it Out Yourself

Head over to Marmalead and type in “EDWMarmalead” then do the same thing at Etsy. Joanna has set up an example to show you how this is working in real time. Keep checking back to see how the views trend as more people search this term on Etsy and Marmalead!

Special Offer from Joanna and EWDMarketing

Anyone who spends $20 or more in Joanna’s shop can use the coupon EWDMarmalead to save 35%!

 

 

Scoops for this Etsy Jam are on the way!

 

In this episode, Joanna joins us from EWD Marketing. This is her SECOND time with Etsy Jam. Joanna has been doing some testing and has found some really interesting things that she wanted to share with everybody. But we'll get to that in a minute. :-)

Etsy Jam Episode 37: To Tag or to Title

In this episode, we talk about how you should put together your title and tags for the best SEO and which you should do first. We also discuss how the SEO grading in Marmalead works and what the TRUE meaning of keyword stuffing is. Spoiler alert – it has to do with turkey and gravy. Stick around for another great Etsy Jam feast.

 

There has been a discussion in our Facebook Group about how one should do their listings’ tags and titles. Eventually, it came down to two schools of thought. There are people who:

  • thinks that when you do your listing, you should do your titles first and then pick out what your tags will be from the keywords in your title
  • thinks that you should come up with all your keywords, put them as tags first, and then fit those into a title.

To Tag or to Title

If you start with finding the right keywords, it doesn’t really matter. If you want to take those keywords that you found and put them in your tags and then figure out your title – that’s okay. Or if you want to pick your keywords and put them in your title in an order that makes sense, and then putting those in your tags, that’s fine too. The ultimate and most important thing is to find the keywords first. Always start with finding quality keywords.

Related: The Quick and Dirty Guide to Finding Great Etsy Keywords


As long as we’re getting to the same spot at the end – which are keywords that end up in our tags and in our titles, it doesn’t matter how you get there. Whatever is easier for you and whatever works out for you. It doesn’t really make that much difference.

Targeting Keywords


You can have one target focus keyword. After that, you can have a number 2 focus keyword, number 3, and so on. You want this to happen because the front of your title is the strongest in relevancy search. The closer it is to the front, the better off you are and the stronger Etsy search thinks it is.

How does Listing Grades work inside Marmalead?

Tags in Title

It basically means “Tag and Title Match”. How many of your tags can you fit inside your title? If you have your title keywords written EXACTLY as it is in your tags, then Marmalead counts that as a tag and title match. That is good because Etsy likes to see that.

If it’s different; say you have “wedding dresses as a tag, but you have “wedding dress” in your title, then that’s not going to fit because it’s looking for your tag in your title. But to add to the confusion, if you had wedding dress as a tag, but wedding dresses” in your title – that would match. Because that’s a subset of “wedding dresses” so it would ‘technically’ find that phrase in your title.

In our grading, you don’t have to fit all 13 tags in your title because you are limited by the 140-characters. We only look for 7 tag and title matches for you to have a full score. Etsy is a different thing because they don’t really care how many you fit into your title. What they care about is if the tag exists in your title. Marmalead is just measuring how well you’re making use of that title to match as many tags as you can.

Recency

Renewing is part of the grading as well. People have asked us before “Why is my grade changing when I haven’t changed anything on my listing?”

The answer is: Your listing is getting older. While your listing is getting older, the market space is constantly having new listings being added to them. When people renew or one of their listings get sold, they are automatically renewed and go to the top too.

Keyword Stuffing Explained

There’s a lot of places where people talk about keyword stuffing. We see this in the Etsy Forums a lot. It comes up in our Facebook Group every now and then too. There are other thought leaders in the Etsy space that talks about keyword stuffing a lot and unfortunately, most times that we’ve seen it used, people are using that term incorrectly.

To best understand this, we should get back to before there was Etsy. Back in Google days. Way back in the day when they wanted to figure out how well a site was geared to talk about a specific keyword, there became a term known as “keyword stuffing”. Keyword stuffing back then was the practice of writing really spammy content in a sense that you take a single keyword and you just insert it in every sentence you possibly can even though it looks awful and doesn’t really add a lot of value. It’s just the same keyword over and over.

If you’re putting a bunch of different keywords in your title and tags – that’s not keyword stuffing. It sounds like it is because you’re ‘stuffing’ all those keywords in there, but you are not using the same keyword over and over so you’re good. If your tag and title looks like “Wedding dress wedding dress wedding dress wedding dress” – that’s keyword stuffing. If you’re targeting something ‘wedding’ related, and 4 of your keywords have the word ‘wedding’ in them, don’t be overly concerned because they’re not the same thing.

We don’t grade the quality of your keywords

Your letter grade does not involve the quality of your keyword. At least not yet. That’s why we show the Marma-meter scores in the Tags table. We score how that tag is performing as far as Engagement and Competition.

Things that sellers can optimize to impact their keyword relevance

First, is choosing strong keywords to target (i.e. choosing words that are as high engagement and low competition as you can find and that are a good fit for your listing).

Secondly, you can make sure that you put them together in your shop in a way that makes Etsy want to find you to be the most relevant. That would be putting the target keyword in the front of your title and in your tags and make sure that those two things match exactly.

Third, is renewing. You can renew your listings to stay relevant in the search you are trying to target.

Things that you can’t control

When people search for you and then they visit your listing; whether or not they purchase. Although you can technically control the outcome because you can have great photos and compelling descriptions, the right price point, and making sure you’re targeting the right keywords. All of these techniques can help improve your conversion rate.

Related: 12 Simple Strategies to BOOST your Conversion Rate

In this episode, we talk about how you should put together your title and tags for the best SEO and which you should do first. We also discuss how the SEO grading in Marmalead works and what the TRUE meaning of keyword stuffing is. Spoiler alert - it has to do with turkey and gravy. Stick around for another great Etsy Jam feast.

Etsy Jam Episode 36: Do Less Be More

In this episode, Richie and I share our top goals for 2017 and encourage you to think about your own goals too. We also go a step further and talk about what systems and techniques you can use to make sure you have the best shot of achieving your goals.

Gordon’s goals this 2017

First Goal

My first one is to be healthier. The way I’m gonna measure that is by losing weight. My goal is to lose 50 lbs. throughout the year of 2017. It’s a big goal for me and I definitely have to work for it, but I have a year to do it and I think if I stay with it, I’ll be able to hit that at the end of the year.

It’s not the weight that really concerns me but feeling healthier and feeling that I am in better shape than I am right now. I’d like to get back to something where I feel I am in a healthier spot in my life and I’m going to measure that with weight.

Second Goal

Number 2 for me came from a video by Gary Vaynerchuk where he was encouraging people to set up a goal for themselves to make $20,170 this year. The whole idea is by starting to sell little things around your house that you’re not interested in and then you grow that up over the course of the year to finding things that have a higher value on eBay and selling these things online. It becomes more of a side hustle with the goal of making $20,170 through the course of the year. Why $20,170? Because it’s 2017.

My real goal is not really the money end of things – but I like the idea of purging and going through the stuff that I have in my house that is just taking up space. Watching the video got me thinking about all that stuff and how it would be nice to either sell or donate them.

Third Goal

In our Phone Apps Episode before, I shared with you that I made a mobile game with one of my really good friends, Alex. Along the same lines, about 40 years ago, my dad started developing this idea that he had for a game and he was actually working with Atari at the time. Unfortunately, before it got to the end of the cycle where they were going to release it and put it in stores – the whole program got scrapped. It never saw the light of day other than the people and the relatives of people in Atari who got to play with it.

He always thought that this could be a cool thing to build. When mobile phones became a thing, he thought it would be the perfect mobile game to play because it’s a little fun game you can do on the side without having to devote a bunch of your time to get something from it.

I don’t want to overshare here but my dad’s health isn’t the best; it’s been declining – so one of the things I want to focus on this year is building out this game and engaging him with it to make sure his vision of the game is in there while modernizing it so it is still relevant in today’s culture. My third goal is to complete and publish the game by the end of this year.

Richie’s goals this 2017

First Goal

Unsurprisingly, I fit into that 75% that also share Gordon’s first goal. I’d like to lose 25 lbs. and the reason goes back to the same – it’s not about what the internet says my number should be. I am between 6’2″ and 6’3″, I currently weight about 245 lbs. But if I lose 25 lbs., I’m going to be in that 220 lbs. range. It is still way higher based on BMI standards but based on the best shape I’ve ever been in, that’s the weight I weigh. So based on my personal experience, I feel that’s a really good one.

I think it’s true for so many things too. What’s the right amount of this? What should I be doing? Do you feel good about it? If you don’t feel good about it, it’s probably not the way you should be doing it.

Second Goal

I’d like to focus only on the things that matter. The things that are really valuable so I can be fully present in them. It goes back to being busy vs. having a full schedule.

Full schedule could be busy. That’s one way to look at it but sometimes, busy is just unorganized chaos. So if I want to do a lot of stuff, I want it to be intentional. Intentionally full schedule as opposed to having a lot of things going on but chaotic, unfocused, and plenty of unintentional noise.

What I’m trying to do is instead of doing a bunch of stuff in a bunch of little pieces, and not really being in it; I want to just focus on the things that matter and be present for it.

Third Goal

For my number 3 goal, I’d like to go with “learning to learn”. I think we all have a pretty basic understanding of learning things. Some of us are visual learners, auditory learners, kinesthetic learners, or even a combination of those. I find myself to be more of a kinesthetic learner – I definitely learn more by actually doing it.

I want to go beyond that. Learning to learn faster, learning to learn more thoroughly, and having more things stick – that’s my goal. Because there’s a lot of things I still want to do in life and I want to make sure that I don’t spend 10 years learning something where I could get proficiency in a couple months.

Systems to Achieve those Goals

Breaking Barriers

A lot of times, goals are set like: “Im going to run this many miles per week” or “I’m going to hit the gym X days a week”. But a lot of times too, we build up big barriers why we can’t do that.

Maybe it’s something like “Do 50 push-ups”. The problem with lists like this is the next thing you know you’re building up excuses why you can’t do it today. You’ll say things to yourself like “I’m wearing this polo shirt, and I’m going to get all sweaty doing push-ups, then I’m gonna have to take a shower”, and then this and that.

But if your list just said, “Do pushups.” then the barrier disappears. If you do even 1 push up, then you technically win. Right? But once you do 1 push up, you’ve broken the ice. Now you can do 50.

Reducing Friction

From a systems point of view, you need to remove the things that are going to clutter up the system. Look at the failure points of your system. Things that are going to make it harder for you to achieve your next tasks – you want to remove those and you want to add things that can make it easier.

Let’s say your goal is going to the gym. Just go to the gym. Even if you just set foot in there, and you did a couple of curls, you already won. But how do you make yourself do that in the first place? Well, you know you’re going to change clothes and bring your gym bag with you, right? Put the bag down where you know you’ll be walking. You will eventually and intentionally step over the gym bag reminding you that what you’re supposed to be doing is going to the gym.

Fun Fact: Apparently, within the first 10 days of the New Year, 90% of people have abandoned their goals. By the time this is posted, 90% of you have already abandoned your goals. Get back on it!

Related: Gary Vaynerchuk on New Year’s Resolutions

Dealing with Non-stop Phone Notifications

Gordon: For emails, I use Inbox. One of the cool things about this app is it can suppress certain messages from you. When I get stuff from Facebook or promotional messages from email lists I’m subscribed to, it doesn’t give me a push notification. Now if I look at the app icon, there’s a little badge there that lets me know there’s a message, but it’s not interrupting me with those things. If you’re getting an email from a friend or family, it prioritizes those things and the app will shoot you a notification for it. Overall, it’s been really good at hiding things that you don’t really need to be interrupting you throughout the day.

Richie: I found way too often, I check my iPhone for notifications. Maybe it’s a notification from our FB group. I’ll check it on the go and now, I can’t stop thinking about it. Because it’s on the phone and it’s with you all the time. When I get this email or a message or whatever it is, I get aware of it and I want to respond to it as fast as I can. If I’m doing something, I have to drop whatever it is because I’m thinking about it and I want to act on it. All because I went and checked it when I wasn’t ready to actually work on it. So it’s best to limit your time checking your phone for notifications.

Do Less, Be More

Do less, be more, and just do it now. Go execute today. Don’t set yourself up for failure. Always set up yourself to win.

Good luck with whatever goals you guys have set up and let’s continue the conversation on our FB group too. We’d love to hear back from you guys and what systems you have found to work well for you!

Etsy Jam Episode 35: 2016 Year in Review

In this episode, we celebrate 2016 in true Marmalead fashion – by the numbers! We go over some interesting stats from 2016 concerning Marmalead and Etsy and offer some peeks into when different seasons begin trending. Enjoy some insights and get ready to make 2017 your year! We’d love to have you as a guest on Etsy Jam this year too so hit us up at success at marmalead dot com!

Shops Helped

This is probably the one that means the most to Richie and me, and that’s the number of shops that we were able to help throughout 2016.

Personal Support

One of the other things that we pride ourselves on is our level of Personal Support that we provide. We’re not just some kind of closed-off tool that it’s really hard to get to people behind the scenes if you have any questions or stuff like that. We want to make sure that we are super accessible via emails and Facebook but one of the best ways to reach us is through the Contact Us button inside the app. Throughout 2016, we were personally able to help over 3,000 Etsy sellers which is awesome.

Forgotten Passwords

Also, in 2016 we had over 18,000 Forgotten Passwords. That’s just not good – that’s crazy! That’s 4 times more than 2015! Use Lastpass, guys!

Keyword Searches

Keyword Searches inside Marmalead. In 2016, we had 1.27M keywords searches which is 7 times more than 2015! That’s fantastic growth and we’d love to see this continue on for 2017 too. We want to get more people in the tool using it and more people getting meaningful information about SEO by doing keyword searches inside Marmalead.

Keyword Comparisons

Another feature we have is Keyword Comparison. If you’re an Entrepreneur inside Marmalead, you can easily compare up to 4 different keywords and see quickly which ones has higher Engagement, which ones have more Competition, and what the Price Spread looks like for the different keywords. Throughout 2016, we have almost a million comparisons done inside Marmalead between different keywords. It’s gotten 29 times more than 2015! We think it’s a super useful tool as you are trying to drill into which keywords you should be using inside of your tags and title.

Related: Get Found on Etsy with Marma-Meter

Total Searches

Recently, we just crossed the 3M keyword search mark total since Marmalead has been around! We think that’s awesome.

Top 5 Most Searched Keywords

New Features

Keyword Storm

It’s a way of brainstorming keywords for your listings based on a seed keyword. You throw a keyword at it and it will start coming up with a whole bunch of keywords for you. As you add more keywords into your bucket, new ones will pop up.

Listing Scores

Now, you can tie your shop to Marmalead. We will analyze every single one of your Etsy listings and give you a letter grade score for how that listing is performing with respect to SEO. Anything that impacts SEO gets factored into this grade.

Listing Details

You can drill in any one of those listings to see even more information about that listing. Things that don’t necessarily impact SEO but stuff that you might want to keep a close eye on. A lot of that has to do with descriptions – how long that is, how readable it is, and sentiment whether your description is leaning towards being positive or negative.

Entrepreneur Course Library

Entrepreneur's Course Library

If you’re an Entrepreneur on Marmalead, you’ll have access to a library of videos which we will constantly be adding to throughout next year going forward.

Related: The NEW Marmalead

Storms

We only introduced the Storm right at the beginning of November but just in those months, we’ve already had over 35,000 Storms generated by Marmalead users! It helped people find over 271,000 new keyword ideas.

Listings Analyzed

We talked about scoring listings. Over the past couple of months since this feature has been released, we’ve analyzed over 20 million listings for Etsy sellers!

Entrepreneur’s Course Library

Our course library has started small with only 2 courses out there so far (we plan on adding more as time goes by) but even just in those couple of months with those 2 courses – we’ve had over 735 people participate and seen those videos. We also thrown in an ebook in there. So check out the courses + the ebook!

2016 Top 5 Keywords with the Highest Engagement

What is Popular When?

Christmas

It’s good to know when things are starting to pick up on Engagement for different holidays. You can look at the graph above and see that Christmas starts to pick up a bit in September but really starting to ramp up in October and November. Expect lots of Christmas engagement during those months and then it tapers off a little bit in December.

Wedding

Wedding searches throughout the year are pretty constant. There’s not one part of the year that really jumps out above the others. We do have little peaks around August and May, and a little bit on January and February.

Mother’s Day

Very beginning of May. No surprises there. But the big lead up to that is in the first two months before that – March and April.

Father’s Day

Can’t forget the fathers! The big months for that are May and June.

Fourth of July

Common theme here. A couple of months ahead of time. June and May have the highest engagement right ahead of July.

For anything you’re considering – whether that’s Halloween or Valentine’s day – a good practice is to assume that the first couple of months leading up to that are going to be the best months to start working in those tags into your listings; so you can start showing up in people’s searches.

Shop Fitness Calculator

It’s another cool tool that Marmalead offers and you can find it here. It’s a free tool you can use to grade your whole shop.

Looking across the data from 2016 – we can see that on average, the average Etsy seller has 4,277 views per month across all their products.

In that same vein, the average seller sees about 39 sales per month across all their listings.

The really meaningful part is when we combine these two numbers together – we can figure out the conversion rate (an important number to keep in mind for any person doing e-commerce). The average conversion rate for an Etsy seller right now is about 0.9%. Etsy says to shoot for 3%, but the average that we collected from sellers seem to be about 1%.

2017 is Your Year

Set your goals, set your sights on what you want to hit this year – whether it’s a certain sales goal on your Etsy shop, whether it’s leaving your day job, whatever those goals happen to be, set those up now and make 2017 your year!

Go get after it. Don’t overthink it, don’t over-plan it, just go – take action. Do it.

In this episode, we celebrate 2016 in true Marmalead fashion - by the numbers! We go over some interesting stats from 2016 concerning Marmalead and Etsy and offer some peeks into when different seasons begin trending. Enjoy some insights and get ready to make 2017 your year! We'd love to have you as a guest on Etsy Jam this year too so hit us up at success at marmalead dot com!