I’m excited to bring you Part 3 in our series directed at Etsy Shop owners. This is another guest post from Natalie Gowen, a marketing expert who focusing on helping Etsy shop owners increase sales and visibility.
If you haven't already checked out her Part 1 on How to Charm the Etsy Search Engine and Part 2 on Tips and Tricks for Discovering the Right Keywords, you might want to read those first.
And now, we get to learn about tags and descriptions, and how to make them work for you... Take it away Natalie!
Now that you have your keyword down pat and your listing title is brimming with them, it’s time to move on to your item description and your tags.
PAINT A VIVID PICTURE
The description is mostly for your viewers, to help them fully understand what their money will get them. However, sprinkling in a few of the primary keywords and a few secondary ones will help you come up in the search results – if not on Etsy, definitely on Google.
And hey, who wouldn’t love a little bit of love from Google!
But really, as far as the Etsy results go, descriptions don’t really boost your results – so here’s your chance to really write for the people rather than the robots.
Give them what they want to know before parting with their money.
- Be thorough, try to give people an understanding of the product as if they were holding it in their hand.
- Put yourself in their shoes – what questions would you want answered?
- List any exclusions or limitations
- Describe the materials used
- Give ideas for coordinating products in your shop
Tags on the other hand are not at all important for Google, but they are very important for the Etsy results.
Remember that list of keywords? You picked the most important one and put it in your title. But there are plenty of other keywords and phrases that are relevant to your item. They tap into the “long tail” results of a keyword search.
The long tail is marketing speak for all the people who don’t search by the most popular keyword or phrase. If 35 percent of people looking for a bunting banner type in “bunting banner” there’s still a large share of the market that uses other terms like flag banner, party banner, fabric banner, etc.
To make sure you don't lose this larger share of the market, fill your tags with these outlying phrases.
Here’s a few helpful tips for getting it right:
- Because the bots are looking for exact matches, use short phrases – two to three words at the most.
- Use as many of your keywords as you can.
- Add in descriptive words – texture, color, size, style
If you’re not trying to be sneaky, you’ll be just fine in most cases – but it’s always wise to be up to date on those policies.
Thank you once again for all your insights and knowledge, Natalie!
Natalie is a craft-a-holic with a wickedly nerdy marketing streak. Her blog, MoxieTonic.com is the love child of her two passions – educating, enlightening and empowering Etsy-shops owners towards greater success through tried and true business practices. Check out the blog or follow her on Facebook.
Also, if you are an Etsy shop owner and haven’t joined our Catch My Party Etsy team, please do so! We will be announcing our second Design Challenge just in time for Valentine's Day. Did you see our first one?