Posts Tagged ‘Search Engine Optimization’
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?
I met Natalie Gowen at Bloggy Bootcamp Denver. She is an a marketing expert who focusing on helping Etsy shop owners increase sales and visibility.
I asked Natalie if she would do a few guest posts directed at our Etsy shop owners on how to get your listings on the front page of Etsy. Here's what she had to say...
It stands for search engine optimization. And it’s so boring it can put you to sleep before you even get to the end of the sentence. But changes to the way Etsy displays search results has suddenly made understanding SEO the only way to keep your listings in front of buyers.
Even buying ads requires a little SEO knowledge. The shops that get it, end up on the first page of search results. The shops that don’t, are watching their business dwindle.
SEARCH ENGINE WORKER BOTS
Every search engine – whether it’s Google or Etsy – relies on little robots to comb the Internet and catalog all the pages. It’s not a small job. There are lots of little bots scurrying from site to site and from page to page trying to make sense of it all.
When an Etsy robot views a new product listing, it doesn’t look at the page the same way we do. Our eyes immediately focus in on the fabulous product photos that show us color and size. and tell us immediately what we are looking at. This is what you see from The Things I Sell on Etsy.
This is what a search engine bot sees:
Your web browser translates this mess of letters and numbers into rows and columns, separating words from pictures and rendering a pretty web page. But all the search engine bot cares about is a few key indicators that tell it what the listing is.
By placing words and phrases in key places within the code you help the bot identify and catalog the listing. The next time someone searches for something using the keywords in your listing – the little bot says – “Oh! I’ve got the perfect match” and pops your product on the front page.
GET READY TO SPEAK SOME ROBOT
Lucky for us, Etsy takes all the hard work of SEO off your plate and leaves you with the easiest bits.
The words you enter into your listing titles and product tags are placed in the code right where the bots will look. All you need to do is load the title (especially the title) and the tags with tons keywords that buyers use in their search.
GET IN THE RIGHT MIND FRAME
Finding the right keywords is going to make all the difference – if you miss the mark you won’t get found. So it’s worth it to spend some time researching your keywords.
There are lots of technical ways to come up with keywords but the first step is to brainstorm. Start with a pen and paper (and maybe even a thesaurus):
- Write down as many adjectives as you can think of to describe your product: color, texture, materials, alternate product names
- Ask a friend to help you – go through the same exercise with them
- Check out your competitors – what keywords are they using in their listings?
- Get someone totally unfamiliar with your craft or product to describe it
This list is the first step in determining the right keywords to use in your titles and tags. Next week we’ll talk about how to decide which ones are going to get you the best results.
Thank you, 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 Stuff Etsy team, please do so! We have a lot of great stuff planned.