Before beginning with the most important features of the keyword enrichment activity in your Etsy listings, we need to understand what "Keyword Enrichment" means on Etsy.The "Keyword Enrichment" is an activity that describes the initial saturation of titles & tags with a rich variety of keywords, incl. most searched terms from listing's stats and relevant product phrases.
In other words the goal of Keyword Enrichment / one-off SEO is to maximize the variety of phrases in the listings to give you the best chance for a good "first impression" on the algorithm.
Keywords are the bridge between what buyers are searching for and the products sellers are offering. When a buyer enters a search query on Etsy, the platform’s algorithm analyzes the terms used and matches them with listings that contain those same keywords.
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Now it is time to dive in more details.
The first step
This is where you start. You begin with the “keyword enrichment” activity of your listings - this basically means as we stated before adding more keywords and filling up your listing's tags and titles. This is fundamental and an essential step in any effective online marketing strategy, as it helps increase your shop's visibility and attract more targeted traffic, leading to better sales and business growth in time which depends on other factors like product photos, prices, delivery time, shipping and many more indicators that are directly linked to Conversion Rate metric.
The Idea behind
At the beginning, the keyword enrichment optimization gives the algorithm a signal to boost listings and the idea is to give your listings a chance to be seen in more places and to gather data from customer interactions.
The algorithm is always reevaluating your listings - on top of the keywords. Etsy is always calculating the quality score of your listings to rank them best for these searches. If you perform this activity just once it's normal for performance to decline after an initial boost and that's why is important to understand that SEO is on-going process. Its not one time work on your listings or in other words "Set and forget it".
On the other hand the goal of SEO Success / continuous SEO is to take into account all the factors above and the feedback you get from the algorithm through Etsy stats in order to cultivate top performing listings and make the most of seasonal opportunities and new trends.
If your listings have way to low number of keyword phrases in their title and your tags are not fully used - your exposure in Etsy search will be very limited. In addition if you use the same keywords over and over again you will not reach any other relevant niches that your products is suitable for and you can achieve so called keyword cannibalization. At this current stage, people will have very little chance to see your products in search. Through improved SEO, your products will show in search for a wider range of searches.
Ultimately, your long-term results and revenue will depend on how well the audience perceives your product - do they click to open your product, do they buy, do they leave a good review. Keyword enrichment is just the first step in this process.
The keyword enrichment is absolute "must to do work" if you want to plant the seeds for more analytical and advanced activities.
The buyer journey
Etsy buyers use a variety of approaches to search for products, include typing of a specific keywords into Etsy search bar field, browsing by category or navigating through various internal Etsy pages such as similar searches, category related tags etc.
That is why it is important to include as many different broadly relevant keywords into your listings and increase you chances to be noticed. One of the best practice while performing keyword enrichment of your products is to mix the keyword phrases and tags between general related ones and more specific keywords also knows as long-tail keywords. In that way your listing will have a chance to be seen in both search results where the competition is much stronger and also you will have chance to showed up in less competitive niches.
But first you need to
Understand your target shoppers
Before you can choose the right keywords, you need to understand who your ideal customers are. Ask yourself the following questions:
- What problems do my products solve?
- Who is most likely to buy my products?
- What search terms would they use to find my products?
- What materials I used to craft my items if they are physical products?
- Which season is most suitable for more products, what occasions/events are related to my products, which are the current trends are most suitable for my items?
If you been able to understand your target audience's needs and behaviors - this will help you identify the most relevant keywords for your listings.
How Etsy's search algorithm works
Etsy's search algorithm, also known as Etsy's "Ranking System," determines the order in which products appear in search results. The algorithm considers several factors, including:
- Relevancy - the algorithm evaluates how well your listing matches the buyer's search query based on the keywords used.
- Listing Quality Score - this score is based on factors like click-through rates (CTR), conversion rates, and customer feedback.
- Customer and Market Experience Score - this score includes factors such as customer service, reviews, and shop policies.
- Recency - new listings or recently updated listings may get a temporary boost in search results.
- Shipping Price - free or low-cost shipping can positively impact your ranking.
- Buyer’s Personalization - Etsy tailors search results based on the buyer's location, preferences, and previous activity.
Understanding these factors is crucial because it highlights the importance of using relevant and well-researched keywords in your listings. Keywords are the primary means by which the algorithm determines the relevancy of your products to a buyer's search query.
To sum up
Keyword enrichment is a crucial first step in optimizing your Etsy listings to boost visibility and drive sales. By strategically filling your titles and tags with a wide range of relevant keywords, you enhance your chances of making a strong initial impression on Etsy’s algorithm. This approach allows your products to appear in more search results, reaching a broader audience.
However, it’s essential to treat keyword enrichment as an ongoing process rather than a one-time task. Continuously monitor your performance, adjust keywords based on trends and customer interactions, and refine your listings to maintain success. By understanding your target audience, staying informed about Etsy’s search algorithm, and consistently improving your SEO strategy, you can position your shop for long-term growth and better conversion rates. Start with keyword enrichment and remain committed to evolving your SEO efforts to maximize your shop’s potential on Etsy.
Are you wondering how to do all of this?
Just make sure to check our Etsy Services here.
You can also look into our Etsy Store and specifically in our Etsy SEO Keyword Enrichment Subscription or if you looking for more advanced optimization including various actions that are taking place you can check our SEO Success Package.
