Think of keywords as markets. Every search is really a market. I like to take it a step further and think of markets as buckets. It has a specific set of listings that return and the shopper is somewhere in the Customer Journey.
It goes like this: Keywords are buckets. Listings go in these buckets.
Here’s an example:
Pretend that I sell different kinds of starfish jewelry.
It’s going to take an awful lot of time and effort if I were to come up with a unique set of keywords for every listing I own. For Etsy sellers that sell hundreds of different items, this just isn’t feasible.
This is the type of scenario where the buckets strategy comes in handy.
I’m going to make several buckets for my listings.
- Starfish Necklace
- Starfish Bracelet
- Starfish Ring
- Starfish Earring
- Starfish Jewelry
- Silver Starfish
- Gold Starfish
- Gold Starfish Ring
My first listing is a starfish bracelet.
It fits under the Starfish Bracelet bucket, but it’s also a Starfish Jewelry and a Silver Starfish so you can put them in there as well. It’s not a Gold Starfish or a Starfish Ring so save those buckets for later.
How do you title/tag this listing? [starfish bracelet] [starfish bangle] [silver starfish] [starfish jewelry] … [bridesmaid gift] [gift for her]
Note how I put my strongest keywords in the front for stronger relevancy in search.
Second one is a starfish ring.
It’s obviously not a Silver Starfish though, but it’s a Starfish Jewelry, a Gold Starfish, and a Starfish Ring. Those are the buckets where they would fit.
How do you title/tag this listing? [gold starfish ring] [starfish ring] [gold star ring] [starfish jewelry] [sea star ring] … [gold jewelry] [beach ring]
Note that I tend to put only 3 of my best targeted keywords per listing (3 buckets/listing). Since you have to have the keyword in your title, after 3 is probably too weak to target strongly. This is no reason not to use up all 13 of your tags though.
Third one is a starfish necklace.
Same rules like last time. It does NOT fit under Gold Starfish, Gold Starfish Ring, Starfish Earring, Starfish Ring, and Starfish Bracelet. But it can fit under Starfish Necklace, Starfish Jewelry, and Silver Starfish.
How do you title/tag this listing? [starfish necklace] [starfish pendant] [silver starfish] [sea star necklace] [silver sea star] [starfish jewelry] [starfish charm] [seaside pendant] [sterling silver] [silver pendant] [sea star charm] [sea life jewelry] [sea star jewelry]
Note: Take a look at that example. Sometimes you have more than 3 targeted keywords for a listing. It’s a waste not to use them but it’s also a waste stuffing them in a single listing. One cool hack Richie discovered is to make a copy of your listing and put in your other best keywords to target a different market.
This ‘new’ listing is made specifically to spread out and target more keywords. Yes, you are allowed to do this as long as you have enough quantity to sell.
When I say ‘targeted keywords’ or ‘best keywords’; these are the strongest words that:
a. Best fits your listing; and
b. Keywords/markets you’re trying to target.
Essentially, I have covered 3 of my listings just by cleverly putting them in buckets. You can continue to do this with more keywords, starting from broad ones to super specific – that way you cover each stage of the customer journey.
It’s okay to repeat the same keyword (starfish in this case) multiple times in your listing. Not only you are reinforcing your relevancy in search, but you’re also covering multiple ways people might use to find your item.
And that’s the bucket strategy!
Over to you:
I’d love to keep the conversation flowing in the comments. What do you think of this strategy? Do you have your own techniques you are willing to share? Or maybe you’ve already seen improvements since you’ve used the system? Let us know!
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— Marmalead (@marmalead) January 26, 2016