What Is Etsy SEO and Why Is It Important?

If you’ve ever wondered how some Etsy shops seem to get all the traffic while others remain hidden in the depths of search results, the answer often comes down to Etsy SEO.

Etsy SEO (Search Engine Optimisation) is the process of optimising your shop and product listings so they rank higher in Etsy’s search results. In simple terms, it’s how you make sure your handmade jewellery, vintage decor, or custom artwork gets found by potential customers.

With over 96 million active buyers using Etsy in 2024, the platform represents an enormous opportunity for sellers. But this also means fierce competition. Without good SEO, even the most incredible products might end up buried pages deep in search results, far from customers’ eyes.

 

How Etsy’s Algorithm Works

Etsy’s search system works as a matchmaking service with two main phases: query matching and ranking.

When a shopper searches for something, Etsy first scans listings to find items whose titles, tags, categories, or attributes contain the search terms. Then, it ranks those matches based on several key factors:

Relevancy

How closely your listing matches search terms. Exact phrase matches can boost your ranking because the listing is highly likely to be what the buyer wants. For example, if someone searches for “baby shower gift,” a listing with that exact phrase in the title and tags will be considered highly relevant.

Listing Quality & Engagement

Etsy tracks how buyers interact with your listing. If people click, purchase, or favourite your items frequently, your quality score increases. A high conversion rate signals to Etsy that your product is desirable, boosting it higher in search results. Conversely, if shoppers quickly leave your listing, your score can drop.

Customer Experience

Your shop’s overall reputation matters. Etsy factors in your average review rating, response time to messages, and history of cases or complaints. Shops with solid records get a boost because they’ve proven they make customers happy. This is why providing great service is actually an Etsy SEO strategy.

Shipping Price

Etsy found shoppers were 50% less likely to purchase when shipping costs were too high. Since 2019, Etsy gives an advantage to listings with free shipping, especially in the US market.

Personalisation

Etsy tailors results based on each shopper’s browsing and purchase history. Two people might search identical terms and see different results based on their preferences.

 

Finding the Right Keywords for Your Listings

Keyword research for Etsy means understanding what your buyers type into search. We recommend starting with Etsy’s search bar suggestions. Type a general keyword related to your product, and Etsy shows popular phrases shoppers actually use.

For example, if you’re selling handmade candles, Etsy might suggest keywords like ‘soy wax candles’, ‘personalised candles’, or ‘luxury scented candles’. These are real searches by real customers.

Long-tail keywords (specific phrases like ‘vegan lavender soy candle’) also help. These keywords typically have lower competition and attract buyers ready to make a purchase.

You might also find third-party Etsy SEO tools useful for your research. Popular choices like eRank and Marmalead show you search volumes, competition levels, and suggest keyword alternatives you mightn’t have considered. Both offer free starter versions, with more features in their paid plans. 

 

Optimising Your Etsy Listings

Once you have some strong keywords in mind, it’s time to weave them into your listings. Optimising an Etsy listing means crafting the title, description, tags, and other fields in a way that Etsy’s search algorithm can understand and that appeals to shoppers. Here are the best practices for each element of your listing:

Titles

Clearly describe your product using essential keywords. For instance, ‘Handmade Silver Jewellery Set – Gift for Her’ works better than vague or repetitive titles. Keep it readable and appealing.

Tags

Etsy allows 13 tags per listing. Use all of them! Choose multi-word tags (‘sterling silver necklace’ rather than just ‘silver’). Avoid repeating the same keyword; vary your tags to reach more searches.

Descriptions

Write clear, engaging descriptions with important keywords naturally placed in the beginning. Etsy’s search algorithm now considers keywords in your description, especially in the first few lines. 

Start with a compelling introduction that incorporates your main keywords in a natural way (e.g., “Handmade ceramic mug featuring a rustic blue glaze – perfect as a coffee mug or tea cup”). Avoid keyword stuffing or simply copying your title. 

Include necessary details – size, materials, and care instructions – to convince buyers they’re making the right choice.

Categories and Attributes

Choose the most accurate category for your product and fill in all relevant attributes like colour, material, and style to boost visibility.

By optimising titles, tags, categories and descriptions, you give your listings the best chance to shine in Etsy’s marketplace. Regularly check your shop stats and refresh keywords on underperforming listings, borrowing from your successful items. 

Though SEO for Etsy requires ongoing attention, these practices will set your shop up for success from the start.

 

Why Great Images Matter 

Keywords bring visitors, but images convert them into buyers. High-quality photos significantly impact your Etsy SEO through improved click-through and conversion rates.

For best results, we recommend:

• • Use bright, well-lit photos that clearly showcase your product
  • Fill all available image slots with different angles, close-ups and context shots
  • Include a short product video if possible to boost engagement
  • Ensure your thumbnail (first image) is particularly eye-catching to stand out in search results

 

The average Etsy conversion rate is around 2-3%. Better images directly improve this metric, leading to more sales and better search rankings over time. 

Consider your listing page as your storefront. Appealing visuals combined with strong keywords create the winning formula for Etsy success.

 

Common Etsy SEO Mistakes to Avoid

Now that we’ve covered the do’s of Etsy SEO, let’s talk about some common pitfalls. Even well-intentioned sellers can hurt their own rankings by making these mistakes!

• • • Keyword Stuffing: Keep your language natural rather than cramming too many keywords.
    • Ignoring Tags or Categories: Use all tags and categorise your items correctly to enhance visibility.
    • Low-Quality Images: Poor images discourage buyers. Always prioritise clear, appealing photos.
    • Neglecting Customer Service: Good customer experiences lead to better reviews and higher rankings. Always communicate clearly and promptly.

 

Avoiding these mistakes will save you from a lot of frustration. Most are easy to correct once you’re aware of them. In essence, always keep the buyer’s perspective and Etsy’s guidelines in mind: be relevant, be honest, and provide a great experience. If you do that, you’re unlikely to run afoul of any major SEO faux pas.

 

The Role of Etsy Ads in Your SEO Strategy

While this guide focuses on organic SEO, it’s worth mentioning how Etsy Ads can complement your efforts. Etsy Ads won’t directly improve your organic search rankings, but they can provide an indirect boost in several ways.

When you promote a listing through Etsy Ads, you’re essentially paying for extra visibility in search results. This increased exposure can lead to more sales and engagement, which in turn can improve your listing’s performance metrics like conversion rate and sales history. These improved metrics may eventually contribute to better organic ranking.

Etsy Ads can be particularly useful in these scenarios:

• • • Giving new listings or shops a jumpstart to gather initial traffic
    • Breaking through in highly competitive categories
    • Ensuring visibility during peak shopping seasons
    • Testing which keywords and listings perform best

 

Start with a modest budget (£1-5 per day) and monitor your results closely. Pay attention to the Search Terms report in your Advertising dashboard. It reveals which keywords are driving clicks and conversions, potentially uncovering valuable SEO keywords you hadn’t considered.

We’d like to stress that Etsy Ads won’t fix poorly optimised listings. Make sure you’ve implemented the SEO best practices we’ve discussed before investing significantly in advertising. Think of ads as a complement to good SEO rather than a replacement for it.

 

Final Tips & Etsy SEO Best Practices

At its core, Etsy simply wants to connect buyers with what they’re searching for. When you make it easy for them to understand what you’re selling and deliver products customers love, you’ve done most of the work!

Despite all the technical bits, Etsy SEO boils down to knowing your ideal customer and creating a shop they’ll adore. 

Take a quick peek at your shop as if you were a first-time visitor – can you immediately tell what’s special about these products? Would you buy from this shop?

Overall, Etsy SEO is the perfect blend of art and science – beautifully showcasing your creations while strategically using the right keywords to get found. Even as a beginner, you now have enough knowledge to make meaningful improvements to your shop’s visibility.

At CRKLR, we specialise in helping creative businesses thrive on Etsy. Whether you’re struggling with SEO implementation, want an expert audit of your listings, or need help optimising your Etsy Ads campaigns, our team is here to help.

Book a free consultation to see how we can help.