In the evolving world of e-commerce, Etsy has emerged as a popular platform for artisans, crafters, and vintage enthusiasts to showcase their unique products. As the marketplace grows, so does the competition among sellers. One crucial aspect that can make or break a shop's success on Etsy is the proper SEO optimization of the listings and the first thing you see when you edit any listing right at the top is the "Title". It is no coincidence that its the first aspect of the about section of the item and one of the most important assets of the listing and it could be compare to the title of any book you read.
But how to master the writing of Etsy listing titles? What are the best approaches? How to use the keywords effectively? Which titles works better (keyword stuffing titles or descriptive written titles) we will about to find out.
But first we need to know
How Etsy's algorithm works?
Before we dive into the different strategies of keyword usage, it's essential to understand Etsy's algorithm. In general Etsy uses a complex algorithm to determine the relevancy of listings in search results. This algorithm considers various factors, including keywords, titles, tags, and even the behavior of users. The goal is to match buyers with the most relevant products based on their search queries. This is the way of how the listing quality score is formed and its one of the most important factors for ranking and performance on Etsy.
More information on how to master your Etsy store SEO you can find our in one of our other blog posts.
What does Etsy say about optimizing item titles?
Your item title is used to create the page title for your listing page. Search engines only show the first 50 to 60 characters for a page title, so put the most important keywords first.
Clearly describe your item at the beginning of the item title. Your title should sound natural, and a buyer who sees the title on Google should quickly be able to read and understand it.
Use keywords you think a shopper may search, but avoid repeating the same phrases over and over again. This could be construed as keyword stuffing, which is when a page is loaded with keywords to manipulate a site’s ranking. Keyword stuffing may have a negative effect on your listing page performance in Google.
There is an limitation of 140 symbols that you can use in your listing title!
If you want to find our more about what Etsy is explaining about the SEO for your shop and listing pages you can check here
What is keyword stuffing? (The machine approach)
Keyword stuffing is a practice where you write as many relevant keywords as possible into the titles or descriptions of the listing and separate them by using different punctuation most frequently commas.
How it looks?
1) What are the advantages of using this method?
- Initial search ranking boost - by including multiple keywords, a listing might initially appear in more search results.
- Broad audience reach - more keywords can mean the product reaches a wider audience searching for different terms.
- Higher CTR (click-through Rates) - listings with numerous keyword matches might attract clicks from various search queries. Even if the match is not exact, having a variety of keywords can lead to appearances in related searches.
- Outranking your competitors - More keywords might help in outranking competitors who use fewer keywords.
2) What are the disadvantages?
However, this method can backfire at some point due to:
- Etsy algorithm penalties - Etsy's algorithm is designed to detect keyword stuffing and can penalize listings that use this tactic excessively. This can result in lower search rankings over period of time.
- Customer user experience - listings with keyword-stuffed titles and descriptions often appear cluttered and unprofessional. This can deter potential buyers, leading to lower conversion rates.
- Limited context - while keyword stuffing might include many relevant terms, it often lacks context. This makes it difficult for buyers to understand the product's unique features and benefits.
- Reduced conversion rate (CR) - listings that don’t resonate with buyers because of awkward phrasing or irrelevant keywords can see lower engagement and conversion rates.
What is descriptive titles? (The human approach)
Descriptive titles, on the other hand, focus on providing clear and concise information about the product. This approach prioritizes the buyer's experience and aims to create a compelling narrative that resonates with potential customers.
How it looks?
1) What are the advantages of using this method?
Here are some advantages of using descriptive titles
- SEO benefits - Etsy’s search algorithm favors titles that are both relevant and informative. By using descriptive titles, you can improve your listing's search rankings.
- Relevance matching - using descriptive titles ensure that listings appear in relevant search results, attracting more targeted traffic.
- Clarity - shoppers can quickly understand what the product is, leading to a higher likelihood of clicks and purchases also well-crafted titles convey professionalism and attention to detail, enhancing your shop’s credibility.
- Increased conversion rate - using descriptive titles help you attract more buyers who are specifically looking for what you’re selling, leading to higher conversion rates. Buyers who know exactly what they are getting are more likely to be satisfied with their purchase, reducing returns and increasing positive reviews
2) What are the disadvantages?
- Limited Space - Etsy imposes a character limit on titles, which can be a challenge when trying to include all relevant details. You need to find the right balance being descriptive with being concise, which can be difficult at some cases.
- Less Keyword Density - Focusing on being descriptive can sometimes lead to lower keyword density, potentially impacting search visibility if not done correctly. You must carefully prioritize which keywords to include, potentially leaving out less critical but still relevant terms.
- The process of writing - Creating well-crafted, descriptive titles requires more time and effort than simply listing basic details. Keeping titles updated with trending keywords and ensuring they remain relevant over time can be tough work.
- Too much information - There is a fine line between being descriptive and overloading the title with too much information, which can confuse potential buyers. Titles that try to pack in too much detail can become hard to read and less effective.
What works the best and how to know?
When it comes to optimizing Etsy listing titles, finding the right balance between keyword stuffing and descriptive titles is crucial. Each method has its strengths and weaknesses, and the optimal approach often depends on the specific product and target audience. Here's an in-depth look at what works best and why.
A/B Testing
Regularly test different title approaches to see which performs best. Compare keyword-heavy titles with more descriptive ones to gauge which approach drives more traffic and conversions. Keep an eye on your listings' performance metrics, as Etsy provides insights on views, clicks, and sales that help you understand how your titles impact your overall shop performance. Stay updated with market trends and adjust your titles accordingly, integrating trending keywords or phrases that potential buyers are searching for.
One of the best methods of testing the both types of titles is when you have a big amount of similar items in terms of the designs and features and in some listings you can use descriptive titles in many different way of writing and on other you can write down keyword phrases and separated them by commas. This will help you recognize which approach works best for your shop and how the listings are performing during peak periods or while targeting specific trends.
Duplicates
This is probably the most secure and safest way to test different approaches on titles and beyond. When you copy/duplicate listings you can test different methods of presenting the products by using various techniques including mixing the titles between keyword stuffing and descriptive approach. This strategy can be used to enhance the presence of your top performing listings or giving another shot of some of the low performers while keeping both of the listings.
In our experience we had many cases of duplicated listings both with descriptive and stuffing titles overtaking the original listing. If you want to know more about the purpose of duplicated listings you can check our blog here
Low-performing listings
The other approach to test different type of titles is to do it on some of your low-performing items of your shop, because as you probably aware as a seller you can't sell everything at once all the time. You can experiment on your low visited items and try to boost them using both methods of titles. This is winning strategy especially during your peak periods where your top-selling listings are crushing the competition.
Conclusion
Optimizing Etsy listing titles is a delicate balance between keyword stuffing and descriptive writing. Understanding Etsy's algorithm and how it prioritizes relevant, clear, and engaging titles is the first step toward improving your shop's visibility and performance.
The most effective strategy combines elements of both approaches. By front-loading important keywords and integrating them naturally into descriptive, engaging titles, you can enhance your listings visibility and appeal. Regularly testing and refining titles through A/B testing and monitoring performance metrics is crucial. Additionally, duplicating listings to test different title strategies on similar items or low-performing listings can provide valuable insights into what works best for your shop.
