There’s a holiday coming up, and you want to know how to get the most out of Marmalead for your Etsy holiday keywords. So today on the Jam, we’re talking about using Marmalead to prepare for Etsy’s holiday season (whichever holidays those are).
But, no matter where you are in the year, this will apply to you if you’ve got holidays coming up.
Basically, you want to ensure that your listings are set up with the best keywords for the season that’s coming up for your Etsy shop. We’ve got some steps for you guys to follow here. This is how we would use Marmalead to best accomplish this goal for you.
Identify keywords to replace
The first thing you’re going to want to do is to identify the keywords that you want to replace.
Ask yourself: Where can you sprinkle in some holiday keywords on your listings? Obviously, if you have listings missing tags, that’s an obvious opportunity to do that, but hopefully, you don’t have any of those.
Something you can look at is listings that are already bringing your shop traffic. Some people might call them hook listings where they just really do well in search, and people click them a lot. You get a lot of traffic into your shop from those listings. These could have some good opportunities to use holiday keywords to pull people in.
Be careful with your hook listings
You want to be very careful when adding holiday keywords to your hook listings. These listings are already bringing traffic to your shop right now, and you really don’t want to mess that up. You’re going to want to find out what keywords you have on those listings that aren’t actually doing anything.
An excellent way to find out which keywords are actually working is to go into your Etsy Stats, and you can see what keywords people are visiting that listing for. If you have Google Analytics, you can see it in there too (if you’re comfortable there), but your Etsy Stats is an excellent way to get this information. Take a look at the tags on your listings, and then look at the keywords Etsy shows are bringing you traffic.
Etsy tags that aren’t contributing to your Etsy keyword traffic need to go
Compare the keywords that are bringing you traffic vs. the Etsy tags on your listings. Any tags or portions of those tags that aren’t bringing you traffic need to go.
Once you’ve found keywords that aren’t bringing you traffic, well, now you can identify the tags on a successful listing that really aren’t contributing to its success. That’s a good candidate for a keyword to replace, whether you’re testing something else out (like we’re talking about today) or if you want to drop some holiday keywords in there.
Use the Marmalead Storm tool to find effective Etsy holiday keywords
Once you’ve removed the Etsy tags that aren’t bringing you traffic, you’re going to want to start brainstorming effective Etsy keywords. A great place to start is the Marmalead Storm tool.
That’s really what Storm was designed for, to help you brainstorm effective Etsy keywords.
Start by seeding your list in Storm with keywords that may have worked for you in the past. For example, if this isn’t the first year your shop has been open, you might have some holiday keywords that worked well last year. This would be a great spot to kickstart your research instead of starting with a blank page.
Weed out ineffective Etsy holiday keywords
You’ll find out too that there might be thousands of Etsy holiday keywords related to Christmas, but not all of them really apply to your listings. So, for example, if you’re not selling Christmas wreath-related items, all of those Christmas wreath keywords won’t apply to you. So you’ll need to weed out the keywords that don’t apply to your listings.
Save the Etsy holiday keywords you find to a list
While you’re doing this work, save those Etsy holiday keywords to a list. And we don’t mean just writing them down — you can actually create your own keyword lists in Marmalead.
If there are Etsy holiday keywords that you’ve used in the past and they worked, save those keywords to a list so that you have that list for the holidays you want to target next year. That’s one of the nice things about keyword planning for the holidays. You’re doing all of this work up front, and with Marmalead, your work will be saved for next year. This is something that you can benefit from every single year.
Incorporate new holiday trends into your lists
When you put keywords in a list, Marmalead keeps those keywords up to date. So when you show up for the next holiday season, it’ll already show you which words we’re forecasting are going to do well for that holiday.
Then you can just keep going back to those lists, and you’re not starting over every time.
You definitely want to continue adding to those lists every year because new holiday trends will pop up every year. Make sure to add to those lists and remove keywords from those lists if some things were trendy on there that aren’t going to be moving forward. You can keep those lists groomed. That way, you always have actionable Etsy keywords on hand.
Apply Etsy holiday keywords ahead of the season
Since you now have a great list of Etsy holiday keywords, it’s time to use them in your listings to bring more holiday traffic to your shop!
Make sure to apply the strongest and most relevant keywords well ahead of the holiday, because (most) people don’t start shopping the week before the holiday. They start shopping well ahead of time.
As soon as people sense that holiday feeling in the air, they’ll get excited about the holiday coming up. Buyers will be making their way over to Etsy to explore what’s going on for the upcoming holidays. Even if they’re not ready to actually put something in the cart and buy it yet, they’re going to start getting the gears rolling ahead of time. So you want to be top of their minds.
Take note of the Etsy newsletter schedule
Something to remember, too, is the newsletter Etsy sends out for the holidays. And don’t forget all of Etsy’s marketing and content they share on social media. All of this content is aimed at bringing buyers to the platform. For example, if Etsy shares a holiday gift guide for Christmas-related items, this will come weeks before Christmas. So when they are taking the time to curate those lists, featured posts, and featured listings that they want to show, they’ll do this well ahead of the holidays. Of course, Etsy needs to find those items first, get them approved, and all of that sort of stuff.
Get ahead of Etsy’s marketing
You want to take note of when Etsy’s sending out those marketing communications. Prep your listings ahead of Etsy’s prep so that when they start searching, your listings show up for them. They’re not going to find your listings if you don’t have your Etsy holiday keywords added yet.
Don’t forget this important thing
Keep in mind, if you follow our method for holiday keyword prep, you’ll be removing keywords that aren’t doing anything for your Etsy traffic right now anyways. So even if you add your Etsy holiday keywords a little early, or they’re on there for a couple of weeks ahead of time (before Etsy starts building those marketing materials), you’re really not losing out. By adding your holiday keywords early, they’ll be primed and ready to go so that when Etsy is curating their holiday guides, you’ll show up in search.
Prepping your holiday keywords for Cyber Monday
Take this Etsy holiday as an example. Cyber Monday is a big shopping sale ahead of Christmas, so you will definitely want to make sure that your listings are set up well ahead of time. This will ensure you’re included when buyers start to search with Cyber Monday keywords.
Pro tip: Put some of your listings on sale to join in the Cyber Monday sales event! That’s a whole other topic that we get into in a separate Jam 😎
In any case, include some of your listings in seasonal sales events. That’s just extra promotion for you!
So, there you guys go! There are some tips to make the most of Marmalead when preparing for the holidays! Your holidays will be off to a fantastic start with effective Etsy holiday keywords added to your listings. Good luck this holiday!
Happy selling, everyone!
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