Posts Tagged ‘Seo’

For Etsy Shop Owners: Tips and Tricks for Discovering the Right Keywords

I'm excited to bring you Part 2 in our series directed at Etsy Shop owners.  This is a guest post from Natalie Gowen, a marketing expert who focusing on helping Etsy shop owners increase sales and visibility.

So without further adieu, take it away, Natalie...

Customers get on Etsy with a picture in their mind. They’ve imagined the perfect party for their kiddo and they have to somehow translate that picture into words to begin a search. If you can get inside their mind and figure out what words they’re going to use – you have hit the search engine jackpot!

In my last post I talked about coming up with a list of possible keywords. There are undoubtedly some golden phrases on your list – but how do  you separate the good ones from the duds?

Google It! Of course.

Google is a treasure trove of Internet data. Every day millions of people enter searches on their site – and Google, being a smart little cookie, keeps track of this data.

Then, because Google is great at sharing information, it lets you see just how many searches are performed on any keyword or phrase you can dream of. And even though it’s Google’s data, you can bet if people search for it on Google, they search for it on Etsy too.

To access the data you need to visit Google AdWords. This is where Google sells the ads that appear at the top and side of your search results. Their keyword research tool is going to tell you how popular a search term is and give you ideas for alternatives.

Take your list of keyword ideas and go to Google AdWords Keyword Tool. For the sake of this example I’m going to be searching keywords for my delicious cake pops. (Photo courtesy of The Sweet Source Cake Pops)

When you open up the keyword tool:

  • Take the most basic description of your item as your first keyword to search
  • Enter it in the “Word or phrase” box
  • Select “Only show ideas closely related to my search terms”
  • Jump throw the CAPTCHA hoop and prove you are a human being
  • Hit "Search"
Understanding your results

The first row shows you the results for your exact phrase. In the case of cake pops – 368,000 people search this term on Google every month. This is a lot of people! Granted, not all these people are looking to buy, but it’s a great indication of the popularity of my product.

etsy-google-adwords-keyword-tool

The next set of information is Keyword Ideas. This is the area where you can find alternative keywords for your title listing.

etsy-google-adwords-keyword-tool

 

etsy-google-adwords-keyword-tool

The cake pop results tell me a couple of things.

  • Most people are searching for recipes or tutorials on making cake pops
  • When searching for cake pops, people like to enter in the occasion they are shopping for
  • Baby boy cake pops, bridal shower cake pops, etc.
  • They also like to look for the ingredients – red velvet cake pops, chocolate cake pops, etc.
This little window into the shoppers mind is priceless.

When I go back to Etsy to write my product title, I’m going to try and incorporate the last two search methods as I come up with my title. I should also repeat the process with a variety of keywords to see which one yields the best results.

Actual Title Options

  • "Cake Pops." This is a hugely popular term. A general rule of thumb is to make sure you have about 5,000 monthly searches. In this case we have over 300K.
  • I want to tell people what the occasion is. So I could add “Baby Shower” to the title
  • People want to know what’s inside that pretty frosting. So my title becomes “Baby Shower Cake Pops, Dark Chocolate Cake Pops”
Adding this last bit to the listing not only tells people what’s in it, but it gives me a chance to sneak my keyword into the title a second time. This plays right into the search engine bots hands. The more times it sees the phrase in your title, the higher ranking you’ll get.

Keep in mind that the closer the keywords are to the front of your title, the more weight it gets. So I might want to rearrange my title to put cake pop at the front: Cake Pops: Baby Shower Cake Pops made with Dark Chocolate.

And that’s it! No need to be cutesy or creative with your titles. Pour all your creativity into your product and the product photo - that’s what pulls people into your listing. The title is more for the robots – so speak their language with tons of key phrases!

Thank you, Natalie, your posts are always so enlightening!

And stay tuned for Part 3 of our series...

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.

For Etsy Shop Owners: How to Charm the Etsy Search Engine

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...

SEO

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 you see

This is what a search engine bot sees:

search-engine-bot-code
What the 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
Most importantly, stop thinking like a seller and try and crawl inside the mind of a buyer. Which elements would become most important to you when searching for a product?

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.

 

 

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