Etsy Jam Episode 26: The NEW Marmalead

We have got some sweet new Marmalead Announcements for you today so stay tuned!

One of the big things that we hear from Etsy sellers all the time when they’re sitting down to work on their SEO is that it’s not always easy to know where to start. Let’s say I’ve got 300 listings in my shop; maybe I even have multiple shops and that means I’ve got a slew of listings and I need to figure out which ones need the most SEO help.

I can look at my Etsy stats and I can easily see which listings are performing well. But as we all know; there are so many factors that go into sales that I can’t really use that information to know how I’m doing SEO-wise. So that’s not always the best place to go.

That is what we’re trying to solve here, letting you know what needs work.

Let’s cut to the chase and talk about the new Marmalead!

We’ve got a handful of really cool features that we’re releasing and by the time you read this, they’re already out there. So go ahead and check it out!

We’re going to be talking about some of these new features today and what they mean for the Etsy community.

My Listings section

My Listings

The first big feature we’re rolling out with the new Marmalead is the “My Listings” section. When you log in, you will be asked to tie in your Etsy shop and when you do that, Marmalead is going to go through all of your listings in that shop and we’re going to analyze your listings looking at things that will impact your SEO.

We then present you with a giant grid of all of your listings and each one has an easy to understand letter-grade on it showing you how that listing is doing for SEO. It will range from an A+ all the way down to an F. By looking at this grid, its gonna be really quick and easy to see which of your listings stand out and what can you do to bump the other listings’ scores up.

The Listing Detail page

Listing Detail

When you get to your listing detail page, you will see plenty of information on how your listing is set up to perform on Etsy. Whether you are using all of your tags, how many tags you’re using in your title, and if you are using all of your photos.

Description Information

We’ve looked across the industry and at e-commerce in general – what we’ve found are killer information about where you should be targeting different spots in your description in order to make those listings perform their best.

There are studies that have been done to find out what descriptions work best and what’s the right number of words to target. You don’t want to have something that’s too short that it isn’t going to answer someone’s question. You don’t want it to be too long either that it scares people away and they don’t even want to read it.

There are studies out there and we’ve pulled that information into Marmalead and scored your descriptions based on that knowledge. How many words are in there? How many sentences you’re using in your descriptions? We even look at ‘sentiment’ of your descriptions!

What is ‘Sentiment’?

Sentiment is that positivity or negativity of how the description feels when you read it. Does it make people feel better or worse after they read it? You want people to feel good because when they feel good after reading your description, they’re going to feel good about your product. And that is how you would want to present it.

What is Readability?

This may shock you as it normally shocks those who first come across this. But regardless of the education level of the audience, apparently communicating at a fourth grade reading level is more effective across the board.

If you’re familiar with blogging and you use the Yoast plugin in your WordPress blog, you’re already probably familiar with the concept of readability level of the content that you’re writing. It’s a good thing to be aware of.

Tags Table

Tags Table

Also, there’s a table at the bottom that will show all of your tags that you’re using on that listing. Now if you are not using all 13 tags, it calls it out so you can make changes. We also show you what the strength of each tag is in your title so you can know how strongly you’re targeting that keyword. It’s important to put the keywords that you really want to target in both your tags and in your title. The best place for those tags that you’re targeting is at the very beginning of your title. Etsy has told us that the tags that you put at the beginning of your title carries more weight than the ones further back.

Related: How Etsy Search Works

We also show Marma-meters in that same table for each of the tags. So you can easily see at a glance what the engagement is on all the tags that you’re using, what the level of competition is on Etsy, and whether or not any of those tags will likely result in any of those dreaded category pages.

Circling back to keyword targeting and ranking – Etsy confirmed that they will rank higher for listings that people are buying. This means that if you have listings that keeps getting traffic but no sales; Etsy is going to prioritize you less and less. Because if you are in the position of physically selling something, you’re not going to keep offering people items that they won’t buy. The one that sells is what you’ll keep presenting. The same principle applies on Etsy.

Multiple Etsy Shop Support

Multiple Etsy Shops

With the new Marmalead update, we can now handle multiple shops! You can connect as many shops as you have and you can also get your listings graded for all of them!

Keyword Storm

Keyword Storm

This whole process of keyword ideation is a challenge for a lot of people. It’s a hard thing to do and that is why we came up with a new tool!

The next big feature in Marmalead that we want to talk about is the Keyword Storm. You can find it in the left hand side of the app; it’s called Storm and has an icon of a lightning bolt. The whole goal of this feature inside Marmalead is to generate as many different keyword suggestions as we can that are relevant to you. The same Marma-meters that we use across Marmalead to show you bits of information about keywords are also present in Keyword Storm.

You can go there and type in any keyword you want. It’s going to pull up a bunch of suggestions for you based on that keyword. Of this list that you’re looking at, you can either ignore some of these keywords, or add keywords that you like to a list that’s gonna grow.

As you add words to your bucket of keywords that you want to keep, that list you’re pulling from is only going to get longer and longer. Not only because we’re pulling that first set of suggestions but every time you tell us you found a keyword; we’re gonna use that keyword to find even more suggestions for you.

It is going to be hard to go through that entire list. We’re basing this off of over 2,300,000 Etsy specific keywords. These aren’t garbage keywords that you’re gonna find all over the place. These are keywords that are going to be relevant to you.

The other cool thing with this Storm is as you create these things; you can save them off inside Marmalead and come back to them. It’s always going to show you your same Storm list, your same suggestions, all the ones you have saved, and will even remember the ones that you told it to ignore. You can have as many storms as you like, too!

Entrepreneur’s Course Library

Entrepreneur's Course Library

The last thing that we want to talk about here with you guys is about the Entrepreneur’s Course Library. Marmalead has been very focused on SEO and how your SEO can perform on Etsy. Lots of our tools are geared around that. Lots of the stuff that we talk about in Etsy Jam, and on our Blog are all geared around that too.

SEO is not everything. SEO is a huge component that helps you bring audiences, shoppers, and traffic to your shop but it’s not the only thing that matters. We talked a little bit before about descriptions, we talked about photos – but there’s a world out there that is bigger than SEO. You need to have a bigger understanding and a knowledge of concepts that span farther than just SEO on Etsy.

There are other skills involved and that is why we launched the Entrepreneur’s Course Library. We started out by seeding it with a couple of courses. We have a collaboration with Michelle from FourLetterWordCards and it’s about 5 Days to Holiday Bliss. It’s all about getting you prepared for the holidays because at this time of the year, people are gearing up for the holidays. That’s the type of courses that we’re putting in the Entrepreneur’s Course Library.

The very next course that we are about to put in is about AIDA. AIDA is something that you can use in your photos and descriptions. The main idea of this course is to increase your conversion rate and this is our channel for getting that information out to you. We know you have big plans, and big plans need big education to back it up.

We’re going to keep adding courses to this library. Anybody who is a Marmalead Entrepreneur is going to have access to this library of courses. It’s a huge asset to you as an Etsy seller to not only have a good tool to help with Etsy SEO but to have a really good understanding of lots of these other areas too.

Closing Thoughts

A whole lot of awesomeness for you guys that we talked to you about this week. Head out to Marmalead, check it out; and let us hear your feedback! Get out there, hook up your shops to Marmalead, check out how your listings are scoring, and what grades you’re getting on your things. Focus on the ones you know you’re doing really well but also check out the ones that need a little bit of help.

Try a Keyword Storm, go out there and create your own storms! Start building a list! Come up with some cool keywords and save it so you can come back to it later. Check out the Marmalead Entrepreneur’s Library while you’re there too.

From aiding you in brainstorming keywords for your tags, to grading your listings, to improving your copy. We've got fresh new features in store for you!

How Are You Doing This Summer? And Reasons To Be Happy

Summer has been in full swing, and many are now focused on back to school. For many Etsy shops, that means the slow season is coming to an end and soon will be on the road to the holiday rush.

This is a great time to make sure your Etsy SEO strategy is ready. Fortune favors the prepared and it’s far easier to keep momentum than to build it. Especially as we’ve seen that listings with sales momentum have an edge in being found.

Be those listings with momentum early on!

Marmalead has the tools you need to build your strategy and get those early wins.

If you have questions about how to do that, we can help with that too. An Etsy SEO strategy doesn’t have to be confusing. It’s just new to many sellers. Like learning anything, we all start at square 1 and from there it looks confusing.

Let’s switch gears and talk about Etsy as a platform for a moment.

Whether you’re new to ecommerce or a seasoned seller, Etsy belongs in your stables. With a strong brand and over 20 million buyers and growing fast, Etsy is formidable.

Let’s look at some reasons be happy! 

Etsy competes with retailers for the attention of the Etsy buyer. An Etsy buyer has the choice of shopping with any online or offline retailer, whether large marketplaces or national retail chains or local consignment and vintage stores or other venues or marketplaces.

Etsy is able to compete for Etsy buyers based on the unique goods that Etsy sellers list in their marketplace, their brand awareness, the person-to-person commerce experience, their reputation as a trusted marketplace, their mobile apps, ease of payment and the availability and reliability of their platform.

Did you know that as of December 2015 there were 1.6 million active sellers?

How about that 13% of those sellers have been on Etsy for 4+ years?

That means 87% of Etsy Sellers are relatively new. New to Etsy, probably new to selling in general.

This is a community that’s still very much figuring things out. There’s a lot of opportunity for anyone to participate. That means you.

In a 2015 survey of Etsy buyers, 92% agreed that Etsy offers products they cannot find elsewhere.

They believe many Etsy buyers are motivated by more than simply price and convenience; they believe there is value craftsmanship, artistry, uniqueness, authenticity and sustainability.

Etsy buyers want to know how items were made, where they were made and who made them. Etsy buyers can enjoy a personalized shopping experience and build relationships through direct interactions with Etsy sellers.

In 2015, there were over 5 billion search pages viewed. That’s a lot of opportunity. Search is a powerful thing.

Where to go from here? 

Marmalead Entrepreneurs

If you’re already a Marmalead Entrepreneur, awesome! You have the tools you need to win the year! If you’re still unsure how to setup a strategy, no problem. Let us know and we’ll get you going in the right direction.


If you’re a Dabbler, now is the time to step up your game. I can’t tell you how many sellers wait until they’re stuck in a rut to try something different.

There’s a saying in sales, “the best time to make a sale is right after you made a sale.” It’s a contagious momentum.

Let’s talk about the cost real quick.

Would you spend $0.88 an hour for a month to reach your dreams?

Marmalead Entrepreneur is $19 if you go monthly.

What does that really mean though?

If you spend just 5 hours working on your Etsy SEO, over the course of a month, that’s just $0.88 (yes, that’s cents) per hour to super charge your efforts.

So when someone says they’re willing to do anything to get ahead and won’t spend $0.88, I know they’re not serious.

Really think about that.

Every time I try to be cheap, it sets me back and I regret it. There really is no free lunch. Don’t be fooled.

“Today I will do what others won’t, so tomorrow I can do what others can’t.” – Jerry Rice

What will you do today?

We’re very much looking forward to the selling season picking up again. Hearing your success stories keep us motivated too.

If you haven’t checked out our Podcast Etsy Jam, you should listen in and hear some inspirational interviews for yourself.

– Richie, Gordon, and Kevin

Get Found on Etsy with MarmaMeters

Get Found on Etsy with the new Marma-Meters

Introducing our latest addition, the MarmaMeters. It’s the next level in our quest to help you get found on Etsy. It’s a right-brain friendly green, yellow, and red system of measuring three important criteria of keywords.

Those criteria are Engagement and Competition.


Measures how much shoppers are interacting with listings. While search volume counts the number of times shoppers have searched for a keyword, engagement means they searched, and then went on to interact (view and/or favorite) the listings on the page. Higher engagement is always better.


Measures how many listings are trying to be found in this search. The more competition there is, the more challenging it is to keep your listings at the top. In the most competitive searches, listings are being added/updated by the second. Lower competition is usually better.


How it helps you get found on Etsy

Let’s take a moment to define “getting found”. It’s targeting keywords that have solid engagement. You’re not found until you’re seen.

Found = Views.

Our MarmaMeter ratings are data driven by Etsy data and scale to the size of the market. For example, when a keyword is rated with “High” Engagement, we’ve taken views per week and scaled it to fit the level of competition.

Whether you’re an analytical show-me-the-numbers-left-brain type or a creative just-tell-me-what-it-means-right-brain type, you’re going to love the Marma-Meter.

We’re doing the heavy lifting for you so you can quickly see what keywords are a good fit, and still showing the numbers you’re used to for when you want to drill down further.


Here we have a search for “silver jewelry”. You’ll notice that Engagement is actually “Low” even though it has 56 Views/Week. That’s because for the number of competing listings (Competition is “Very High”), it’s not really that impressive.


Here’s how the Marma-Meter looks in Keyword Comparison. Now you can sort out the good from the bad keywords even faster!

Don’t worry, the numbers you’re used to are just below. 

Not sure where to start?

Head over to our Shop Fitness Calculator and see how you’re doing for the keywords that your shoppers are using to find you. Then jump over to Marmalead and use the new Marma-Meters to find related keywords that work even better!

Marmer Questions

marmer questions

Ah yes, you’ve arrived at the FAQ. Or what we like to call – Marmer Questions.

We’ve gathered questions asked and answered by fellow Marmers so we can all benefit from sharing the knowledge. This is a living document, we’ll continually add to it as the discussion continues. You’re encouraged to ask questions in our open forums (Facebook group, Etsy Team, Twitter, etc) so that we can all learn from one another.

Search Engine Optimization

  • Since I have been using your site I have moved up to the front – they seem to put 1 listing on front and 1 each consecutive page. Is that how it works? – Cynthia

That’s correct on the spreading out of the listings in search. Etsy will de-clump them and put one per page. Aim for your shop to be on pages 1-10 for each target keyword. The more listings you have show up, the greater the chances you’re going to get explored. – Richie

  • Can Marmalead be used to get SEO for a website? – Bethany

You will want to use Google Adwords to help with SEO for a website. I don’t think Marmalead can help as it is geared towards Etsy versus anything else. – Mina

  • I had written to Richie regarding a question I had about something an SEO expert had told me. They said that Marmalead doesn’t give you tags/keywords that are used by shoppers, only sellers. Whereas Google Keyword Planner gives you what is used by buyers. Maybe Richie could clarify what the differences between Marmalead and Keyword planner are pertaining to our Etsy shops. Thanks. – Gina

Google keyword planner is designed for selling ads on Google. If you’re buying Adwords, use Google keyword planner.

If you’re selling in an Etsy store, use Marmalead. You should be concerned with listing engagement, not what people Google.

Anyway, it’s the single biggest misunderstanding about Marmalead. We don’t say hey 10,000 people per month Google this word because it doesn’t help you. It only matters what people engage with (views and favs) on Etsy. The further down the funnel the better. We tell you how many views and favorites are there and what rank each listing is. – Richie


  • When I change my titles and SEO my items are landing on the first or second page, which is awesome. The down side is I’m still not getting any more sales. – Bethany

Compare your items to those listed on the front page of the search terms you are using. How do your photos look compared to others listed? What about your price points? Are your descriptions up to par and captivating?

Another good thing to check is how much buyer attention that keyword search seems to be getting. If you look at “Avg. Views / Week” and “Avg. Favs / Week” in Marmalead, you can usually get a good idea if there are lots of people interested in those products. A typical number of views per week will be in the 50’s or 60’s….any less than that and it may indicate a market where not many people are shopping. More than that and you’ve got a hot one! For favorites, the average is around 8 per week. – Gordon

Sometimes you have to look at the full picture and work on everything collectively. SEO can only get people on to your page; it is up to you to work on everything else for sales. – Mina


  • I used Marmalead a few weeks back, even though I did not get any sales, I was landing on the first 7 pages, mostly pages 2-4, but through a Paid FB group, I was told to use Google Ad Words, which I did and I went from 100 views in a week down to a few since I switched? I am so confused right now that I have stopped everything. – Brianna

Google Adwords is sooo different from Etsy. Plus it’s designed to sell Google ads. It’s even been accused of suppressing good keywords in favor of more profitable keywords for them.

Also, don’t make sweeping changes to your shop all at once. Test changes! – Richie


Keywords and Tags

  • Is it okay if we use “comma, dashes, and back slash” in our title? – Jay Ryan

In all seriousness those characters all perform the same in search. It’s just an aesthetic preference on how you want to break up the words to look best.

I’ll also add:

A lot of sellers don’t think titles are important to shoppers because a lot of people focus on the pictures. Yes, as a shopper I am initially drawn in by the pictures. BUT the title is what I look at next to assure me it’s what I’m looking for.

Make sure I can read it without a headache. – Richie


  • Bulk editing – How it will affect the shop listings if more than one item have the same title and tags? – Yassena

I don’t think bulk editing will hurt in some ways, but then you will be competing with your own listings too. – Mina


  • Question: My shop offers an online design service. I have placed most of my listings in the category of Home and Living, with the sub-category being Home Decor. On the 2nd sub-category, I usually grab something, but it doesn’t necessarily apply, does that make sense? My question is, how do I branch out to show up on everything HOME related, such as art, furniture, etc? Should I include these items in my Title, Description, and Tags, to gain that exposure? Thanks. – Catz

You can actually use Marmalead to compare different search results and how popular each one is with views etc. Honestly, I am not sure how many people use online design services, but you can use the Etsy search bar to type in the first word of what you offer to see how Etsy users are actually searching for your type of service.

If you type in “interior” into Etsy, you’ll see a few different search results that actually are useful for your titles and tags. You can then take them into Marmalead and compare which ones get the most hits to find the best keywords of value and match up your titles/tags with your new words. – Mina


  • Would it be a good idea to do half listings with certain top keywords and tags, and the other half with the other top? Just so you remain in the top of all searches? – Dara

Yes and no. I would vary some of the same keywords and titles so that it would hopefully scatter where you are on what pages for the first results. If you had 20 listings with the same exact titles and keywords, only one listing would ever be on each page. If you had 20 listings using the same titles and tags but in different orders, it would help ensure a more varied result. – Mina


  • I do have a question about renewing. Should we renew our listings every time we change the SEO? – Bethany

It’s better to renew so you know exactly where your listing would be compared to your competitors (who may get renewed automatically when an item is sold), and you want to compete with them right? – Joshua


  • What are the “Other Ideas” for? What purpose or how should I use that data? – Brenda

Those are what people search in Bing. You want your title, description and tags to jive with what people are searching for. When people are going to purchase your products what would they look for? If I wanted a Christmas wreath, I’d search for things like Christmas wreath, burlap wreath, snowflake wreath, etc. Make sure your tags, title and description all have those words in them; in the order you feel they are important. Marmalead helps you find where you rank to see if all the SEO work is paying off. – Dara


  • If my most searched keyword is nursery decor, and Marmalead shows that it can only find 6 of my listings in the first 101-500 results, where should I be adding the “nursery decor” keyword – in the title, the description, tags, in all 3?  I am also having a hard time ranking/ getting found in the browse sections… is there a trick to that too? Thanks – Yassena

Basically you should be matching your keywords in your title to the keywords in your tags. You want your STRONGEST or (the most important keyword you use) to be the first keyword in your title and in your tags.

Once you have your words- you’ll want to only use the same first word in your title and keywords on 6-10 items. People generally have a short attention span and will not usually look through 10 or more pages to find something they want.

So vary up your keywords in your titles and tags and try to use each set of the same keywords to hit other markets. – Mina

Etsy in General


  • Should I split my shop into 2 or 3 different shops? I have such an eclectic mix of items for sale. I don’t believe I would have the energy to run more than 1 shop. Does it matter if it’s all together? – Sue

I believe it’s best to have one shop. Each listing is an opportunity to get someone into the virtual door of your shop. An eclectic mix just means you have more opportunity. – Richie

  • I have found a strong keyword in Marmalead but it is not appearing in Etsy search drop down. Should I use this keyword? – Kim

I’d recommend utilizing the Etsy search bar to see what terms buyers are currently searching. For example, when I run a search for “X,” I can see suggested searches populating beneath the search bar. These suggested searches are popular terms that buyers are currently using on Etsy. Do any of these terms apply to your listings? If so, I’d encourage you to add them (or variations of them) to your titles and tags.

The terms you see in our drop down will be relevant to the term you are entering and not popular items for all of the site. – Etsy via email

  • Have any of you had issues with ETSY closing your account because of copyrighted products? I’m making custom NFL mugs and Stein. – Anthony

Yes, Etsy can and actually does go after people who break copyright law. If you do not have legal permission to print NFL merchandise, then Etsy can close the listings that have NFL logos, or can just close your whole shop. It is at their discretion. – Mina



  • I love talking about SEO and even more, experimenting to find out what is working and what isn’t. Recently, I’ve been trying to figure out effective places to advertise on the web. I’d love to hear what has worked for y’all! – Kim

Blogs have been a huge help in getting my name out there. I would also want to add that I have made friends with some smaller blog owners that have really helped because they feature my items from time to time. Making friends with others in your market can be a huge help. – Molly


  • Does anyone have any thoughts on paying well-followed Instagram accounts to advertise your work? – Molly

I have seen a few that have advertised services to feature an item etc. Do some researches before you agree to pay for anything. You can find the date the item was advertised for other shops and then look at their sales on Etsy. If you don’t see that product being sold or have many sales, you know that no matter how many followers they have, an advertisement or plug isn’t going to be worth it. – Mina

Keep in mind that advertising is all about context. If the account matches your niche it will work a lot better than one off topic. – Richie


  • My main focus is coming up on first page results as often as possible without any paid advertising through Etsy. There is an oversaturation in my market, which I’d like to stand out from using strong SEO. Do you have any tips how I can do that? – Molly

I’ve been told in a few Etsy groups and also in the forums that you want to pair up your title and keywords. That may help strengthen your search results. Also, try to find the words people are using to search for: e.g. “Wedding Cake Toppers”. – If you actually pull it up in Etsy, you can see at the bottom are other suggested categories. You can use that info in Marmalead to see what keywords and tags get searched the most. – Mina



  • For those of us who were not available for the webinar, was it recorded? If so, how can we access it? Thanks. – Pat

Yes, we recorded every webinar so you can watch it later. Check them out here!


  • I have a question about pricing. I am making at least 50%, should it be more? – Katie

You need to factor in materials, time and actual profit. Depending on the item – you could be making more than 400% – again, you are only worth as much as you say you are. – Mina

I’ll add that you need to price for the market. If you want a premium price, make shoppers understand why you’re worth it. Your true customers will pay for it. – Richie