Indigo Tangerine

Up Your Etsy SEO Game

Transcript

1. BY RACHEL BODE TUCKER UP YOUR ETSY SEO GAME
2. WHO AM I? • Etsy user since 2007 • Launched two successful Etsy shops both still operating • Current shop has had 800% increase in revenue in one year. Went from a 4 figure annual revenue- generation to 6 figures within three months. • Economics Major from Covenant College • Mom of 5 boys ages 9-16. • In May 2016 decided to make my Etsy shop my full- time job rather than finding work outside of my home.
3. MY 2016 ETSY SHOP STATS
4. WHO I AM NOT • Employed by Etsy or Marmalead. • An expert on this topic. • Someone with a history in marketing or the corporate world
5. OBJECTIVES • Learn why keywords matter. • Learn to use Marmalead to optimize your Etsy listing for higher conversions with well-researched keyword strategies. • Apply this knowledge in 3 easy steps: 1. Adding keywords to titles 2. Adding keywords to tags 3. Adding keywords to other effective locations in your shop
6. 1. Without keywords no one can find you. • Shopping at Target for a slow cooker but there are no signs to direct you to the right section of the store. What would you do as the buyer? WHY KEYWORDS MATTER
7. WHY KEYWORDS MATTER CONTINUED • Without descriptive keywords very few people can find you. • Shopping at Target for a 2 quart rather than 3 quart slow cooker but the box doesn’t have the size on it. The box next to it does have the size clearly marked. What would you do as the buyer? • Similarly if you are selling a blue topaz pendant and you call it only a pendant, someone searching for a blue topaz pendant will find your competitor first.
8. WHY KEYWORDS MATTER CONTINUED • Without relevant keywords the wrong people will find you. • If Target puts the crockpot in the camping section of the store, who would find it and how likely would they be to buy it? • Similarly if you are selling a blue topaz pendant as a father’s day gift on Etsy, who would find it and how likely would they be to find it?
9. WHY KEYWORDS MATTER CONTINUED Etsy is a glorified search engine. If Google = Atlantic Ocean, then Etsy = Gulf of Mexico. If you are not using descriptive, relevant keywords on Etsy then you are quickly falling behind your competition to the bottom of Etsy search where no one can find you.
10. TYPES OF KEYWORDS • keyword categories • Product Style/Type: Literal definition of the product with adjectives. • Example: blue topaz silver pendant • Product Function: Celebration/Occasions/ Events/Lifestyles • Ask yourself where can this be used, why would someone use it, when would they use it, what would they use it for? • Example: december birthday gift for mom Think beyond Product Types and incorporate Product Function into your keyword strategy for increased exposure.
12. CREATING A KEYWORD STRATEGY But how do you decide what keywords are the best fit for your product that also generate the best conversions on Etsy?
13. INTRO TO
14. INTRO TO MARMALEAD • What is it? • Etsy Search Engine Optimization (SEO) and market research tool for Etsy sellers. • Why use it? • It takes the guess work out of identifying the best keywords for your products in two ways: 1. Allows you to research the most effective keyword for a particular product listing on Etsy. 2. Monitors how well that keyword is working for your listing in real time. No more throwing spaghetti against a wall!
15. HOW TO USE MARMALEAD FOR KEYWORD RESEARCH • Marmalead replicates Etsy’s search algorithm, allowing you to see how many people are searching for specific keywords, how many sellers on Etsy are competing to rank for those keywords, and how many searches for those keywords are converting into engagement i.e. likes and sales. Etsy’s algorithm rewards listings with good engagement!
16. VIEW HOW WELL KEYWORDS PERFORM IN ETSY SEARCH
17. IDENTIFY THE COMPETITORS ON ETSY FOR THOSE KEYWORDS
18. VIEW COMMON TAGS USED BY THOSE COMPETITORS IN ORDER OF POPULARITY
19. VIEW COMMON TAGS USED BY THOSE COMPETITORS IN A CLOUD DISPLAY
20. USE THOSE TAGS TO GENERATE ADDITIONAL KEYWORD IDEAS
22. WELL-OPTIMIZED ETSY LISTING
23. NOT OPTIMIZED ETSY LISTING
24. USING MARMALEAD TO MONITOR LISTINGS • Link your ETSY shop to Marmalead to determine how well your listings are actively ranking for your target keywords.
25. LISTING GRADES
26. INSIDE THE LISTING GRADES
27. VIEW HOW MANY OF YOUR LISTINGS ARE RANKING IN REAL TIME
28. VIEW OF SLIGHTLY DIFFERENT SEARCH
29. ADD AND DELETE WORDS TO BROADEN YOUR EXPOSURE
31. USING THIS INFORMATION TO OPTIMIZE YOUR ETSY SHOP EXPOSURE • Using your keywords in your title and tags • Titles limited to 120 characters • Tags limited to 13 tags, 20 characters each • Duplicate words from your title in tags in as much the same order as possible. • Best title and tags utilize the maximum amount of characters available (keyword stuffing = good) • Use a combination of product types/style and product function keywords in your titles and tags. • Remember: each listing can only rank once for a specific keyword and each shop will only rank once per page. This means, if you want to rank multiple times for a keyword then you need to create multiples listings for that keyword. When in doubt, trust Marmalead’s advice over Etsy.
32. USING THIS INFORMATION TO OPTIMIZE YOUR ETSY SHOP EXPOSURE • Other places to utilize keywords in your shop • Shop title • Shop sections • Shop updates • Shop announcements • About section • Where keywords don’t matter • Listing descriptions (these can help with google SEO, but not Etsy) • photos (metadata doesn’t help with google or Etsy SEO i.e. alt text, title text, etc.)
33. ADDITIONAL INFORMATION • Monitor daily for highly competitive keywords, less often for less competitive ones • Renew often—the more competitive a keyword, the more often you should renew • Experiment with promoted listings • Create many listings for the same product using different titles for each one (do NOT copy listings exactly).
34. OTHER RECOMMENDED TOOLS • Auto renew listings • Etsymarketingtool.com • Etsyonsale.com
35. CREATE A LISTING TITLE EXERCISE • Group activity: • Create a listing title and tags for a product.
36. PRODUCT KEYWORD EXERCISE • Name a product • Create a title using a combination of product type and product function • Share with class