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After this little intro, head over to our Getting Started with Marmalead page where you’ll find valuable videos and resources to get you going quickly.
How being found (Etsy SEO) works:
A little background on getting found in Etsy search. Etsy search relevancy while always being tweaked will likely always be consistent on a few key points:
- Listing Titles are a strong factor in relevancy. If you want to be highly ranked in search, make sure your Title matches the search phrase as closely as possible. Especially since Tags have a 20 character limit, you want to maximize your Titles for long tail search phrases (search phrases made up of multiple words).
- Tags help search understand your product. They’re limited to 20 characters so you’re going to want to maximize meaningful combinations. For example, “crackling wick” and “hand poured candle” are better than “crackling”, “wick”, “hand poured”, “candle” as separate Tags. The more specific the less competition and more likely you are to be found. Tags are your opportunity to expand the relevancy that your Title started.
- For best results, in a non-spammy way, try to get your title to incorporate your best 2-3 tags.
- The buyer will have variety of shops and listings on each page. You may have heard about the clumping then de-clumping of listings from the same shop. Basically Etsy doesn’t want buyers to feel like their search returned too many listings from one shop even if all of those listings really did match the search better than the others.
— Marmalead (@marmalead) December 17, 2015
- Brainstorm phrases buyers would use to search for your product.
- Maybe read reviews for other shops selling similar items and see what words buyers use themselves. e.g. “This is a perfect ____________ candle”. Example, personally if I’m shopping for a candle, I might search for something like “soy blend container candle”.
Why so specific you ask? Because someone that searches this specific is someone with intent to buy. They know what they’re looking for and when they find it they’re buying it.
- The Materials section of your listing has some great Tag potential. If you’re mentioning some of these as materials, I’m assuming they’re important to buyers and you should take advantage of that in Tags.
- In the Marmalead search bar, enter the first search phrase to evaluate. I’m going to use “soy blend container candle” as the example for this guide.
- At the top of the page, you’ll see some key stats about the search results.
Price is part of your product. Higher than average price is seen as higher quality, lower than average is seen as lower quality, and average is actually indistinguishable. Buyers typically avoid the middle and justify their purchase as going “cheap” or “premium”. Price accordingly.
Price Spread visually shows you the price ranges that listings fall into. The high points of the graph show that there a larger number of items in that price bracket compared to the others. You can of course price your product outside of this range, however, you should have a very good reason to do so. Otherwise, your product may deserve a different search phrase. Price Spread will give you an idea where your product falls in the existing market, which dictates how buyers will perceive your product.
On the screenshot above, I illustrate that products below the middle are positioned to buyers as lower cost and lower perceived quality. This is all else being equal of course. You may find that the lower cost items are simply smaller versions and still the same quality so use your judgment. Again these set initial impressions or anchors for shoppers.
The word cloud provides a visual of the most popular tags from the 100 listings. The larger the word, the more frequently the tag was used. It’s a good brainstorming tool. Combinations of short tags can be made into stronger single tags. Example: I see “holiday” and “jar candles”, I may put them together and try “holiday jar candles”.
Now I have valuable information for my first search phrase:
- How many listings I’ll compete with
- The pricing spread
- If any price points stand out for views/favs
- The number of views per week similar listings receive
- Ideas for more phrases and tags
Run through the same process for more search phrases and pick the one that targets your market the best where you can also be a top result. Use the best as a title, and use the others as tags. At the end you’ll have a listing that attracts the right kind of traffic; the kind that buys your product.
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