Etsy SEO

How To Improve Your Etsy SEO in 2021

Well, It’s February. Are you still sticking with your resolutions? As we continue into the new year, it’s important to remember the goals you set for yourself in January. If improve your Etsy SEO in 2021 is on your list, then we’re here to help!

With a surge in online buying due to the pandemic, a new Etsy SEO strategy for the year can help you stand out from the noise. Refreshing your search engine optimization tactics is a great way to automate the growth of your Etsy store.

Need another reason to focus on your Etsy SEO in 2021?

By optimizing your Etsy SEO in 2021, you’ll not only benefit from Etsy search traffic but Google search traffic as well!

So let’s dive in. 

Related: How to Thrive With the Latest Etsy Search Change

Etsy SEO in 2021 isn’t just your listings

Most of the tips in this article will focus on optimizing your Etsy listings for SEO. However, there’s much more to it than just adding a few keywords into a product’s description. 

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.

The number and quality of reviews also factor into your Etsy SEO, as they’re a relatively accurate measurement of trust. This is reflected in the fact that 90% of users read customer reviews before purchasing in an online store. So answer customer queries as quickly as possible, process returns promptly, and provide the best possible customer service you can. 

Encourage your sellers to leave good reviews to improve your Etsy SEO in 2021.

Do some fresh Keyword Research for Etsy SEO in 2021

Trends come and go – not just seasonally, but some also fade and die out completely (when was the last time you heard the word fidget-spinner?). This may have an overall impact on your Etsy SEO in 2021, as some keywords might not be of value to you anymore. Some may have lost all search volume, while some may have become so competitive that it’s just not worth your effort to try and keep up. 

So start the new year by doing some new keyword research. 

Look at your Etsy analytics from last year by going to Shop Manager -> Stats. Here, you’ll find page views, traffic sources, and most importantly, search terms that have resulted in page views. Use these search terms and page views alongside sales data, and you’ll get a rough idea of what keywords have resulted in sales.  

Of course, high-volume keywords are fantastic, but it’s niche-keywords that can help grow your revenue. Low volume keywords are, well, low volume, but they’re also more likely to be less competitive. 

Rather than trying to take on the big guns, your strategy for Etsy SEO in 2021 may bring in more dollars by focusing on some niche keywords!

Pro Tip: Struggling for new keyword ideas? Checkout Marmalead’s Storm tool.

Use all 13 of your tags

It’s easy to overlook the importance of tags. Put your thinking cap on when brainstorming tags and try to find synonyms for your product—for example, handbag, women’s bag, purse, clutch, so on and so forth. 

Related: Help! Choosing Between Similar Etsy Keywords

Get as creative as you can when writing your 13 Etsy tags for SEO. Avoid using plurals (bracelet, bracelets) and aim for 2-4 focus keywords per listing leaving you with 9 to 11 tags to be creative with!

Pro Tip: Using focus keywords (keywords that are matched exactly in your title and tags) is a sign to the algorithm that you’re extremely relevant for that particular keyword. 

Think as hard as you can to come up with all 13 tags to improve your Etsy SEO in 2021.

Leverage trends and seasonal keywords for Etsy SEO in 2021

Using seasonal keywords in your Etsy listing can help you get ahead for seasonal holidays like Valentine’s Day. So it’s a great idea to go through your Etsy inventory and see which products would make great ‘gifts for him’ or ‘valentine’s present.’ 

If your products are made specifically with a certain holiday in mind, say ‘Veteran’s Day’ or ‘4th of July’, then you’ll not only want to make sure your listings are optimized with those keywords for the season but all year round!

See how Marmalead’s seasonality tool can help you find the best trending keywords for your Etsy store.

Use your important keywords first

After doing your Etsy keyword research you have to use those keywords in your listing, but it’s important to use them effectively. One of the best ways to do that is to use your main keywords as early as possible in your product titles.

‘Frontloading’ keywords helps to grab the buyer’s attention immediately, and it helps Etsy determine what your store is selling. While frontloading a title will not give you a boost in SEO, it’s certainly one way to make sure your customers are immediately clear about what your listing actually is. And that can be very helpful for converting your engagement into a sale!

Pro Tip: Dropping a few of your best keywords into your description will help you optimize for Google search. Keep in mind this won’t make a difference for Etsy’s algorithm… but who doesn’t want a little Google bonus! 

Promote your store externally 

External traffic sources, like Pinterest, blogs, and other websites that link to your Etsy store and listings can help push traffic to your Etsy store. More traffic (if you’ve got a solid SEO strategy and rock-solid sales factors) generally leads to more sales. And more sales means you’ll end up higher in searches for relevant keywords.

Working with influencers and other bloggers is a great way to build trust-building links to your site. You’ll not only get traffic going straight from the blog to your site but also get the benefit of higher search rankings in both Etsy, and (bonus) Google!

Related: How to Leverage Social Media for Etsy

Use social media to promote your store externally and improve your Etsy SEO in 2021.

Over to you

Etsy SEO in 2021 hasn’t changed much from the previous years. However, as the marketplace is always getting more and more competitive, it’s something that you’ll always have to be ‘active’ about. 

If you’re a seasoned veteran, a little refresher of your Etsy store will help you keep the search traffic coming. If you’re a newbie, use the above tips to build a solid foundation to get those initial sales and become an Etsy behemoth!

Got any burning questions about Etsy SEO? Ask us 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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4 replies on “How To Improve Your Etsy SEO in 2021”

How do you work with influencer’s, that a side of things I know nothing about. I have Instagram and I post somewhat regularly but I never get more than 50 hearts. Even when I use the same hashtags as other people..

Hey Dylan (great name btw! 😂)

We discussed on the Jam earlier this year about using social media to market your Etsy shop. You can check out that article here:

As far as working with influencers, you could try approaching some smaller Instagram accounts that fit with your brand – you’d want to make sure that your products would be a natural fit for their IG. Offer to send them some free products in exchange for a review or post, or you could flat out pay them to post an #ad. Hope this helps!

Hello, this paragraph:

“Pro Tip: Using focus keywords (keywords that are matched exactly in your title and tags) is a sign to the algorithm that you’re extremely relevant for that particular keyword. ”

was denied multiple times by Etsy staff during a “listing critique event” in November 2020. Among the people who denied, in addition to CEO Josh Silverman himself, also one of the Product Managers, Sonja Perry which I quote:

“You also don’t have to include all the terms you used in the title if you use them instead in your tags”

Also, according to Josh Silverman, tags ideally are there to refine the research result:

“[…]Any keywords that don’t make it into your title can be included in your tags where you’ll highlight the finer details of your listing like style, specific colors, materials, and themes”

This thing of duplicate the tags, it’s a legend that go ahead since years and it’s hard to die, on youtube channel, apparently here too and also on eRank that cross reference the title with the tags to establish the potential quality of the listing.

Hi Erik – thanks for your comment and for checking out our article! The Etsy Seller Handbook states that the “most descriptive and relevant keywords for your listings should appear in both your titles and your tags.”
So, when coming up with your titles and tags, your focus keywords should in fact be the most descriptive phrases and keywords that best describe your products. This will be the most important keyword that you think your product is extremely relevant for.

Not all of your tags will appear in your title of course, and they shouldn’t. Etsy wants you to avoid keyword stuffing in your titles, which may be what they’re referencing in the quotes you provided. Your titles should be clear and concise to make it easier for buyers to understand while searching, so stuffing your title with keywords won’t help in that regard. The keywords that don’t make it into your title, should be included in your tags.

Another thing to keep in mind is that Etsy states that along with titles and tags, the algorithm takes into account your categories and attributes. “Adding the exact same phrases that appear in your categories and attributes is actually a missed opportunity” since the algorithm will include you in search results for the phrases that make up your categories and attributes already.

I hope this information is helpful! Here’s the section in the Seller Handbook about titles and tags:

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