There is no worse place to be than on the third page of Etsy search results. Most shoppers purchase from the first page of search results so that’s where you want to be!

Drawing from my four years of selling digital products on Etsy, where I’ve landed bestsellers on the coveted first page, let’s go over the 2 crucial elements to get you there – keyword research and Etsy SEO.

These two things go hand-in-hand because if you are targeting a high-competition keyword, it will be hard to rank on the first page, no matter how great your product is. 

Before we dive in further, just a little disclaimer for you – due to how the Etsy algorithm works, there is no way to guarantee that your listing ranks on the first page of search results for every single person. 

The algorithm personalizes results based on individual shopper habits, meaning your product may land on page one for one person and page two for another.

Still, the goal is clear – aim for the first or second page. You will not make sales if your product is lost on page 20! 

Go After Low Competition Keywords

Keywords are the words or phrases people use when searching for products on Etsy.

Before you create new products for your shop, you should always research keywords with high-demand and low competition. 

In other words, you want keywords that many people are searching for but not many sellers are using.

Targeting the right keywords can be the difference of highly ranking vs getting lost among 1000s of other listings.

While broad keywords like “invitation” or “party game” are highly searched, they also come with massive competition. 

This is where long-tail keywords come in. 

Long-tail keywords are more specific, often consisting of three or more words, and they precisely describe what your product is about. 

i.e. Broad keyword = invitation || Long-tail keyword = retirement party invitation

Fewer people will be searching for these more specific terms but fewer shops will be using that same keyword in their listing.

By targeting these less competitive, more specific phrases, you increase the chances of your listing being highly ranked.

Less competitive keywords = higher likelihood of ranking on the first page = more eyeballs on your products = more sales!! (if your product is good that is!)

Finding Low Competition Keywords

You can use Etsy research tools like Erank or and Alura to find long-tail keywords with high demand and low competition. 

I like using Alura for my product research lately. I especially love their Chrome extension that helps me snoop on other shops to see what is selling for them. 

With Alura, you can search a keyword and it will give you a bunch of related keywords.

You can even sort these by competition levels. It is a great way to get new low-competition product ideas fast and easily!

You can see that a broad keyword like “invitation” has 550,000 monthly searches (lots of volume) and over 1.8 million listings on Etsy with that keyword (lots of competition!)

Instead, you want to find long-tail keywords to design for like bar mitzvah invitation or 25th anniversary invitation.

I go over exactly how I use Alura, Erank and Etsy to find low-competition product ideas in my Etsy Product Research Masterclass. Check it out if you struggle with product research!

How the Etsy Algorithm Works

To truly understand why Etsy SEO is important you need a quick rundown of how the Etsy algorithm works. 

The Etsy algorithm’s main goal is to connect people who want to buy something with the things they’re searching for.

The algorithm does two things when a shopper searches for something. 

First, it finds items that match what someone is looking for – or query matching.

Second, it decides the order in which those items show – or ranking.

Query Matching:

To find the right listings to show to customers, the algorithm looks at all the different details sellers add to their listings, like titles, descriptions, tags, categories, and attributes to show it to the right customers. 

This is where Etsy SEO comes in! 

You must put the right keywords in your listings so the Etsy algorithm knows what it is about and who to show it to.

More on how to SEO in a bit!

Ranking:

Once the Etsy algorithm has found all the items that match what someone is looking for, it has to decide which ones to show first. 

It does this by looking at a bunch of factors. Here are some of them:

Relevancy: If your item has the same keywords as what someone typed, it’s more likely to show up higher in the results because it’s considered more relevant.

Listing Quality Score: This is a score that shows how much people like your item. If many people look at it and then buy it, that’s a good sign, and your item gets a higher score.

Recency: New items or recently renewed ones get a little boost in the results, but it’s not a good idea to keep renewing your items just for this boost.

Customer and Market Experience Score: Etsy wants shopping to be a great experience. So, they look at things like your shop’s reviews, policies, and how you handle any problems. Good reviews and clear policies can help your items show up higher.

Next, let’s talk about the skill you need to learn to show up in search results – Etsy search engine optimization (SEO)!

What is Etsy SEO?

Etsy SEO is how you get your products in front of the right customers. 

Remember, the query matching we talked about a little earlier?

SEO is simply helping the Etsy algorithm understand what your product is about so it knows who to show it to. 

You do this by putting keywords in several places on your listings like your titles and tags.

So, when someone searches for a “minimalist reading tracker,” your product shows up in the search results!

Want a full-fledged game plan for your Etsy shop? Get step-by-step instructions with my Etsy Digital Profits course!

Do Etsy SEO Like A Pro

Once you’ve done your research and found long-tail keywords to go after, it is time to optimize your listings!

There are a couple of places you should be putting keywords.

Title:

Your title should have multiple keywords that describe your product or who it is for. Put the keyword you most want to rank for first. 

You should also use variations of your main keyword in your title. You can use up to 140 characters in your title so use it!

Example: Title: “Minimalist Reading Tracker, Printable Reading Tracker, Reading Log, Monthly Reading Tracker, Planner Reader Tracker”

Description: 

Use the keyword you most want to rank for in the first sentence of your description. This will help you rank for that term on both Google and on Etsy. 

Example: This minimalist reading tracker is the perfect way to track all the books you read this year!

Tags: 

Tags are another way to tell the Etsy algorithm who to show your product to. You can add up to 13 tags and they can be up to 20 characters. 

Repeat the keywords you most want to rank for and add some more diverse ones to reach as many people as possible. 

Alt Text:

On your listing photos, you can add alt text to help visually impaired people understand what your listing is. 

Put the main keyword you want to rank for here.

Attributes:

Fill out all relevant attributes and details about your product like the occasion or color. 

Etsy SEO FAQs

What if my keyword is too long for a tag?

If your keyword is longer than 20 characters, break it up into two tags. For instance, “minimalist reading tracker” is longer than 20 characters so the two tags would be “minimalist” and “reading tracker”

When should I change my SEO on a listing?

Never change the SEO of a listing that is already selling. That can do more harm than good. Focus on listings that are not getting traffic or sales. 

I can’t think of 13 things for my listing. Help!

You can use a tool like Erank or Alura to get more tags ideas. Also think about if the product can be a gift, occasions and synonyms. 

To sum it all up, breaking onto Etsy’s first search page can be done by mastering keyword research and Etsy SEO. 

Opt for those low-competition, specific long-tail keywords. Strategically place your keywords in your listing’s titles, tags, and descriptions. 

Use time-saving tools like Alura, Erank, and Etsy for your SEO game, and watch those sales pour in!