Etsy SEO

How to Improve Your Etsy SEO in 2023 | 10 Easy Steps

Etsy SEO means optimizing your listings so shoppers can find your products when searching for them online. And a solid SEO strategy is one of the most effective ways to bring more organic traffic to your Etsy shop. To improve your Etsy SEO in 2023, follow these 10 simple steps.

When your Etsy listings are optimized for search, more shoppers can find your products, giving you an opportunity to land more sales. Improving your Etsy SEO strategy in 2023 will set your listings up for success for the rest of the year.

Need another reason to focus on your Etsy SEO in 2023?

When you optimize your Etsy listings for search, you’ll benefit not only from search traffic on the Etsy marketplace but you’ll also see an increase in Google search traffic as well!

So let’s dive in.

Group of Etsy sellers improving their Etsy SEO inside at a conference table.

Improve your Etsy SEO in 2023 with these 10 simple steps

  1. Research better Etsy keywords
  2. Drop your worst keywords
  3. Use long tail keywords
  4. Use all 13 Etsy tags
  5. Use focus keywords
  6. Stop keyword stuffing
  7. Use your 14th tag
  8. Update your shop policies
  9. Get more 5-star reviews
  10. Promote your Etsy shop more

What is Etsy SEO?

Etsy SEO is the practice of optimizing your listings to tell the Etsy algorithm that your product is relevant for certain search terms, thus increasing your product’s visibility in Etsy’s search engine.

SEO stands for search engine optimization.

Letter tiles that spell out SEO.

Like all social media channels, Etsy has its own algorithm. Simply put, when a shopper searches for something on Etsy, the algorithm attempts to put relevant listings in front of them.

But before the algorithm can put an Etsy listing in front of a shopper, it has to run a couple SEO checks on that listing. Part of what the algorithm looks for is a pattern of keywords.

These SEO checks include, but are not limited to:

  • Listing Title
  • Tags
  • Category
  • Attributes
  • Description

Essentially, the keywords used in these areas help the algorithm determine whether your listing is relevant to an Etsy shopper’s search.

What is an Etsy listing quality score?

Well-optimized keywords aren’t the only thing the Etsy algorithm checks when attempting to show your listing to shoppers.

While the algorithm will certainly check each shopper’s previous search history and engagement patterns, it will also check the history of your listing performance. And it’s your listing performance that helps determine your overall Etsy listing quality score.

Your Etsy listing quality score is directly and indirectly affected by its:

  • Number of views
  • Average time on listing page
  • Add to cart frequency
  • Click through rate
  • Favorites
  • Completed purchases
  • Positive Reviews

Positive interactions with your listing, like favorites and sales, will greatly improve your listing quality score. While negative interactions with your listing, like stale engagement or a high bounce rate, will decrease your listing quality score.

Does Etsy SEO matter?

Woman improving her Etsy SEO on a laptop on her home office.

Etsy SEO is one of the most important ways to improve the overall performance of your Etsy shop. Because SEO literally means optimizing your listings to perform better in the eyes of Etsy’s algorithm. And if you can do that, you’ll get your listings in front of more buyers and make more sales.

But remember, Etsy’s algorithm looks at the overall performance of your listings, not just your keywords.

So not only do you need to target keywords with high search and engagement, but you also need to provide a quality product that people are eager to buy and will react to positively.

And to do this, you must keep Etsy’s SEO and listing quality factors in mind.

Why is Etsy SEO so hard?

It doesn’t have to be. You’re just thinking about it the wrong way.

Using auto-complete in the Etsy search bar is a good way to find out what shoppers are searching for. But how are you supposed to know if those keywords are over-saturated with tons of competition? Or if you’re on the tail-end of a particular search trend that’s about to die out?

Using keywords with high search and engagement is ideal. But what if your listing isn’t optimized to compete in the same space as those highly competitive markets?

Getting Etsy shoppers to find your listing is one thing. But what happens when they find your listing and they’re put off by poor listing photos or a misleading description?

Sure, it’s not impossible to sell an item on Etsy. But what if you’re over-pricing your products, and multiple buyers feel like it’s cheaply made? Negative reviews and refund requests will do more harm to your Etsy shop than those sales will do good.

Stop thinking about Etsy SEO the wrong way. Here’s how to optimize your Etsy listings for 2023.

10 Steps to Improve Your Etsy SEO in 2023

Follow these 10 steps to improve your listing performance and reach more Etsy buyers in 2023.

Step 1. Research the best Etsy keywords for your products

Product trends come and go. And so do the top-performing keywords for your market. So if you want to find the best keywords at any given time for your products, one of the easiest ways to do it is with Marmalead.

Once you link your Etsy shop to your Marmalead account, you can see exactly which keywords are expected to outperform the rest. You can even add hundreds of keywords for your product market to a list, then check back throughout the year to find out when search and engagement are about to spike.

Etsy SEO 2023: Snapshot of keyword analytics in Marmalead.

Ready to improve your Etsy SEO and give Marmaelad a shot? Try it for yourself.

Keeping an eye on keywords is one thing. But researching the best keywords for your product market is entirely different. Because if you don’t know how to find effective keywords, your SEO strategy won’t be off to a great start.

This is exactly why we wrote a full tutorial on researching the best Etsy keywords to keep your listings on point.

How to research Etsy keywords in 2023:

  • Use Etsy shop stats to see which search terms buyers are already using to find your products
  • Plug those search terms into Marmalead to find related keywords and how well they’re expected to perform
  • Look for keywords with high search and engagement, but low competition
  • Save the keywords you like to a keyword list
  • Check your lists throughout the year to stay on top of each keyword’s expected performance
  • Repeat for each Etsy listing on a seasonal basis

Watch the video above for a detailed tutorial on one of the ways Marmalead helps with Etsy SEO and keyword research.

Are your products in style, or are they old news? Stay ahead of the competition with active trends from Marmalead. Subscribe to The Squeeze for new trends delivered to your inbox every week.

Step 2. Drop your worst Etsy keywords to make room for better ones

Life is too short to drink cheap wine. It’s also too short to use poor-performing Etsy keywords. To improve your Etsy SEO in 2023, you’ll need to get rid of your worst keywords to make room for better ones.

Again, this means using your Etsy shop stats to determine how your existing keywords perform for your listings.

Follow our lead:

  1. In Etsy, go into your Etsy Shop Manager.
  2. Navigate to your Stats on the sidebar.
  3. Scroll down, and you’ll see your Etsy Listings. Choose whichever listing you intend to optimize.
  4. Scroll down to see a list of Search Terms buyers are already using to find your products.

These search terms will tell you exactly which keywords are performing well for that particular Etsy listing and which keywords aren’t.

The keywords with the least number of visits bring less organic traffic to that listing.

If some of your keywords aren’t on this list at all, they’re not bringing any organic traffic to that listing.

Find out which keywords aren’t performing and drop them. But make sure you replace them with keywords that are expected to perform better!

Step 3. Use long tail keywords to improve Etsy SEO in 2023

Woman using her laptop on her bed.

Long tail keywords are an important part of your Etsy SEO strategy. And we never miss an opportunity to talk about them.

And although we bring up the importance of long tail keywords from time to time, many Etsy sellers simply aren’t using them.

What is a long tail keyword for Etsy?

Long tail keywords are specific search phrases that combine multiple keywords and attributes for an identified target audience.

They focus on a particular niche that will admittedly have smaller demand but, most importantly, less competition.

Long tail keywords are great at dialing in your Etsy SEO strategy to a specific keyword phrase that’s extremely relevant to your product. And the result of using effective long tail keywords means that any buyer that finds your listing is already intent on making a purchase.

Why are long tail keywords important for Etsy SEO?

Ranking in Etsy search results is easier with long tail keywords than with common search terms. This is because there’s less competition for long tail keywords, which means fewer Etsy listings battling for placement.

When you use long tail keywords on your Etsy listings, you increase the opportunity to achieve a high conversion rate. While specific long tail keywords are used less often in search, Etsy shoppers who use these search terms have narrowed their product hunt to exactly what they want to buy.

As a result, when they find your listing, there’s a higher chance they’ll purchase from your shop rather than the few remaining competitors in search results.

Marmalead is a great keyword tool to help Etsy sellers find long tail keywords and improve their Etsy SEO strategy in 2023. Give it a shot and start searching for long tail keywords with Marmalead.

Step 4. Use all 13 Etsy tags to improve your Etsy SEO in 2023

Stacked river stones.

This is a no-brainer. Etsy allows you to upload 13 tags for each of your listings. So don’t publish your Etsy listing without using all 13 of them!

If you’ve racked your brain to think of more tags to include on your Etsy listing, it’s time to use a keyword tool for help. That’s where Marmalead comes in.

Are tags important for Etsy SEO?

Yes. Your tags are the most straightforward way to attach effective keywords to your Etsy listings. With each tag you include on your listing, you’re telling Etsy’s algorithm that you want to rank for that search term.

The best listings use all 13 of their Etsy tags. And you should too.

With Marmalead, it’s easy to find out how many tags your competitors are using and how those keywords are expected to perform. Once you know this, you can brainstorm your own tags that are projected to bring more search and engagement.

How to brainstorm Etsy keywords that are better than your competitors:

  • Use Marmalead to search for one of your products
  • Scroll down to find a table of Sample Listings
  • Hover over the Tags column to see each tag your competitors are using
  • Plug those tags into Marmalead individually and save them to a list
  • Go through your list of competitor tags and plug those keywords into Marmalead’s Storm tool
  • Use Storm to brainstorm keywords that are projected to perform better than the keywords your competitors are using
  • Now you can keep track of the tags your competitors are using and monitor their search and engagement performance over time

Try this experiment during your next brainstorming session to help fill all 13 of your tag slots.

Step 5. Use focus keywords in your Etsy listing title, tags, and description

Woman jotting down Etsy keyword ideas in her SEO strategy book.

As of May 2022, Etsy’s algorithm now considers keywords and phrases within your listing descriptions when ranking your listings on Etsy.

In other words, the keywords you use across your listing titles, tags, categories, and attributes have all been essential when it comes to matching your listings to the right buyers. And now, the keywords you use in your descriptions are just as important.

What are focus keywords on Etsy?

Focus keywords are Etsy keywords that are used in your title, tags, and description. This helps let Etsy’s algorithm know that your listing is extremely relevant for whichever keyword appears in these three areas.

So pick the most important keyword you’d like to rank for your Etsy listing and make this your focus keyword.

Basically, you’re letting Etsy’s algorithm know you want it to pay special attention to this search term when it’s scanning your listing and running its SEO checks.

Ideally, your focus keyword should be one that gives you the best opportunity to perform extremely well while remaining hyper-relevant to your product. So you shouldn’t waste your focus keyword on an irrelevant one or one that lacks promising stats.

But for that matter, you shouldn’t waste any of your tags on keywords that are irrelevant or lacking in promising stats. Remember, life’s too short for that, just like cheap wine.

How to use focus keywords for Etsy

Once you know which keyword you’d like to target as your main focus keyword, you should use it as early as possible in your product title and description.

This is known as frontloading. Frontloading keywords helps grab your buyer’s attention immediately. After all, this will be one of the first things they see when scanning through listing titles in search results.

Alternatively, when you use your focus keyword as soon as possible in your listing description, you’re immediately confirming to your potential customer that your listing matches their search intentions.

Focus keywords are especially important for Google SEO. This helps the search engine identify which keyword to rank your listing in Google search results.

Step 6. Stop keyword stuffing to improve your Etsy SEO in 2023

Letter tiles that spell our the word JUMBLE.

It’s time you stop stuffing your Etsy listing’s titles and descriptions with keyword nonsense. Not all of your Etsy tags will appear in your listing title, and they shouldn’t.

Etsy doesn’t want you to keyword stuff your titles and tags, nor do we. Because it’s not very helpful to the buyer experience when browsing products on the marketplace.

You’ve seen this before. A listing title that is nothing but a stream of keywords stuffed together in seemingly random order. Any shopper that looks at this will be put off, and if your listing photo doesn’t completely “wow” them, they’ll keep scrolling.

Your titles should be clear and concise to make it easier for buyers to understand what it is they’re looking at. If a buyer has to think hard about what you’re selling, you’ve already lost them.

If you’re having trouble writing a listing description that sounds like a human wrote it, follow these 5 tips to improve your writing.

Step 7. Stop repeating categories and attributes in your Etsy tags

You may not realize this, but your listing category is essentially your 14th tag. Because Etsy’s algorithm already factors in your categories and attributes when it runs its SEO checks on your listing.

So if any of your current tags include an exact copy of your listing category or attribute, you’re just wasting space.

If you’re correctly filling out your attributes and picking the right category, Etsy already uses this information to help place your listing in search results.

Instead of duplicating your listing category and wasting a tag space, try using Marmalead to brainstorm more keywords that show a pattern of high search and engagement.

Step 8. Update your Etsy shop policies and About section

Etsy SEO 2023: Hands writing calligraphy on leather strips.

Etsy wants to know that you’re a serious seller. And part of being a serious seller is treating your Etsy shop like a legitimate business.

One easy but often overlooked way to improve your Etsy SEO is to complete your shop policies and About section. This includes updating all the necessary information available in your Shop Manager. You may not think this is important for Etsy’s search results, but it definitely is.

Part of Etsy’s listing quality score includes another score that Etsy likes to keep tabs on for its sellers: Your “customer and market experience score.”

Essentially, Etsy wants to give its shoppers the best possible buying experience. So it will provide more traffic to stores that have completed their:

  • Return policy
  • About section
  • Privacy policy
  • Payment options, etc.

Step 9. Get more 5-star reviews to improve your Etsy SEO in 2023

Remember your Etsy listing quality score? It’s that secret number Etsy doesn’t tell you about. Well, a big factor for placing your Etsy listing in search results is determined by the number of positive reviews on your listing.

Positive reviews are arguably one of the most important factors for your Etsy shop. This shows potential customers that you have a history of providing a quality product that accurately reflects your listing photos and description.

Improve your chances of getting that 5-star review by simply thanking your customer for their purchase. 

Etsy SEO 2023: Snapshot of a marketing presentation on a laptop.

Step 10. Promote your Etsy shop externally

If you’re a new Etsy shop, one of the best things you can do to improve your Etsy SEO is to promote it to your friends and family on social media. They’ll immediately be excited about the idea of your Etsy shop, which should lead to more than a handful of sales and some potential positive reviews.

Not only will this start your Etsy experience on a high note, but this should also lead to some more word-of-mouth sales between acquaintances and other social circles.

If you’re following all of the other steps in this list appropriately, the handful of initial sales you can gain from your social media followers will give you a much-needed boost to your overall shop performance.

Invest in social media marketing for Etsy

Once your Etsy shop is underway, it’s time to invest in external traffic sources, like Pinterest, blogs, and other social media platforms that link to your Etsy shop.

An easy and fun place to start is through Instagram Reels and TikTok. Not only is Etsy investing in short-form video content through the use of their new Etsy Explore feature, but this type of marketing strategy has proved helpful for countless Etsy shops and handmade businesses like yours.

Ready to invest more time and money in your marketing strategy? Here’s how to leverage social media to sell more Etsy products.

Etsy SEO 2023: Hand browsing social media icons on a smartphone.

Over to you

A good Etsy SEO strategy starts with the right product and a mindset for great customer service. Throw in a handful of solid Etsy keywords, outstanding product photos, and a well-optimized listing, then your sales will continue to rise in 2023.

If you’re a seasoned veteran, use the tips in this article as a little refresher to get your Etsy SEO back on the right track. If you’re a newbie selling on Etsy for the first time, follow this guide to build a solid foundation for your business!

Have any burning questions about Etsy SEO and other ways to improve your shop in 2023? Ask away down in the comments!

Grow your online business, develop your SEO, and launch your sales into the stratosphere.

Read The Squeeze each week to see what’s new with Etsy and the growing industry of eCommerce. There’s a lot of noise out there getting in the way of your success. Cut to the chase with tips and tricks you can implement in your business right now. Let The Squeeze be your guide.


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