Etsy SEO Bible: How to Rank High & Quickly Increase Sales

22 min. read
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How do I get my products to rank higher on Etsy in 2024?

💡 Quick Answer: Getting noticed on Etsy requires a strategic approach to SEO. You need to target relevant keywords, optimize your listings, and create an appealing storefront. Etsy uses customer reviews as part of its ranking algorithm, so selling high-quality products and offering exceptional customer service is also key. We tackle what else you need to do to get your products ranking higher on Etsy in today’s eCommerce environment.

Etsy is one of the best places to sell online.

It’s super-easy to get started. And you can get your products in front of a huge number of potential customers right away. What’s not to love?

Well, it’s also highly competitive.

Millions of sellers are on the platform, making it challenging to gain visibility.

So how can you get your products noticed?

The answer is Etsy SEO.

In this Etsy SEO everything you need to know ‘bible,’ we’ll dive into all the nitty-gritty of standing out and making sales on the Etsy platform.

This is the most in-depth and actionable guide you’ll find so buckle up. You’ll learn everything from keyword research and listing optimization to Etsy backlinks.

Grab a cup of your favorite coffee, and let’s get started!

Definition of Etsy SEO

Etsy search engine optimization (SEO) is the process of making your products more discoverable in Etsy search results. When a shopper searches for a related keyword, you want your product to show up at the top of the results.

It’s all about understanding what words and phrases potential buyers use when searching for the products you sell.

Keywords are vital, but there are other important factors you need to consider. We’ll cover every aspect of Etsy SEO in this guide.

Importance of Etsy SEO for sellers

So why should you even care about Etsy SEO?

Well, SEO is vital to success on the Etsy platform.

Even if you have fantastic products, you’ll struggle to make sales if your listing is hidden in the depths of Etsy search results.

Nobody is going to buy your products if they can’t find them.

Etsy SEO is about maximizing your visibility.

Overview of Etsy’s search algorithm

Now, let’s take a peek behind the curtain at how Etsy search works.

The algorithm considers a bunch of factors to determine where your listings land in search results.

Here are the key ranking factors:

  • Relevancy
  • Listing quality score
  • Recency
  • Customer and market experience score
  • Shipping price
  • Translations and languages
  • Shoppers’ habits

These factors collectively influence the position of listings. They help Etsy to tailor search results to match the preferences of individual users.

Quality score is the big one here.

It’s a metric influenced by the listing’s relevance to the search terms, the number of favorites it gets, the number of clicks it receives, and whether shoppers purchase the item after clicking on it.

The more positive interactions your listing gets, the higher your quality score will be. A higher quality score means better visibility in search results.

Examples of successful stores that have made big bucks with Etsy SEO

You might be thinking, “Does this stuff really work?”


Sellers are making buckets of cash on Etsy using SEO techniques.

Back in 2016, Jesse Anselm started selling on Etsy. He made some sales, but it wasn’t until he began studying SEO and what other successful sellers were doing that his business took off.

He switched up his strategy and watched the sales roll in.

Jesse is not a one-off. Thousands of sellers out there owe their success to Etsy SEO.

Don’t believe me?

Check out Reddit and see for yourself.

With some SEO knowledge and great products, Etsy can be a goldmine for creative entrepreneurs.

Let’s get into the Etsy SEO tips and tactics.

1. Keyword research for Etsy SEO

In this section, we’ll uncover the ins and outs of keyword research for Etsy SEO.

Understanding the role of keywords

Keywords are the foundation of Etsy SEO. These are the words and phrases that people use when searching for items on Etsy.

They play a pivotal role in getting your products found by potential customers. Strategically incorporating relevant keywords into your product titles, descriptions, and tags can increase your chances of appearing in the search results.

Conducting thorough keyword research

Start by brainstorming a list of keywords that are related to your product.

Put yourself in your customers’ shoes and consider what they might type into the Etsy search bar when looking for items like yours.

These will be your seed keywords.

For example, let’s say that you sell leather pencil cases.

You’re going to target the keyword “leather pencil case,” but there are a bunch of related keywords you can also target:

  • Pencil holder
  • Pencil pouch
  • Leather pouch
  • Pencil box
  • Pen case

You can go a step further and target even more specific long tail keywords.

Long tail keywords are detailed search terms that potential buyers might use to find a product. They usually consist of three or more words and are often less competitive than broader keywords.

Here are a few examples of long tail keywords for Etsy SEO:

  • Handmade rustic wooden picture frame
  • Vintage floral print summer dress
  • Natural soy wax lavender scented candle

Using long tail keywords can help you rank higher in search results and attract more relevant traffic.

A great way to find more specific related terms is to use the Etsy auto-complete feature. Start typing your seed keywords into the search bar and see what Etsy suggests:

This can show you the popular terms shoppers search for on Etsy.

Utilizing keyword research tools

Etsy auto-complete can give you some great keyword ideas. But it doesn’t give you insights into search volume, competition, and other important metrics. That’s why it’s important to use keyword research tools.

For example, a tool like Alura can give you all the data you need to decide if a keyword is worth targeting. Type in your seed keyword, and you’ll get a breakdown of the demand and competition. It will also give you a bunch of long tail keywords related to the search term.

If you haven’t used a tool like this before, seeing a page full of data can be a bit overwhelming. We’ll break down what these metrics mean in the next section.

Alura isn’t your only option. There are lots of handy tools that can make your job much easier. Google Keyword Planner is a free keyword tool that offers insights into search volumes and trends. For a dedicated Etsy keyword research tool, you can try Marmalead. It’s an alternative to Alura that provides data on search volume and competition.

Identifying relevant and high-traffic search terms

So how do you know which keywords are the best ones to target?

That’s where metrics like demand (search volume, search traffic) and competition are helpful. Let’s take a closer look at what these metrics mean and how to use them to narrow in on the best keywords.


Demand shows the number of times people search for the keyword each month. This metric is also known as search volume.

A high demand indicates a lot of potential customers searching for the keyword. Generally, you should prioritize keywords with high demand. But you’ll also need to consider the competition.


As you might have guessed, competition shows you how many sellers are competing for the same primary keyword. The way this is calculated depends on the tool you are using. Some tools measure the number of times the keyword is used in listing titles, while others measure tags.

Spying on competitors’ keywords

Spying on your competitors can be a great way to identify lucrative keywords. All you need to do is search for your product on Etsy and see which listings rank on the first page of results.

Look at the keywords that competing sellers use in their listing titles. Pay close attention to the first few words. The Etsy algorithm gives more weight to the beginning of the title. That means the first few words are likely the ones the seller is targeting.

You’ll also want to look at the best-seller list. The keywords used in these listings have a proven demand. You know that shoppers are searching for these terms and buying the products they find.

Titles aren’t the only place to look for lucrative keywords. You can also spy on the tags the seller is using. You’ll need to use a tool like Alura’s Keyword Research extension to do this. Activate the extension and scroll down to the bottom of the Etsy listing. Then, you’ll see a bunch of information, including multiple keywords the seller has added as tags.

Use this tactic to spy on the tags of competing listings and the best-seller list. It can be a great source of inspiration for your keyword research.

2. Optimizing product titles and descriptions

You should now have a list of target keywords for your product listings. So what’s next?

In this section, we’ll uncover how to create product listings that rank well in Etsy search results and catch the eye of potential customers.

Crafting compelling and keyword-rich titles

Your product page title is the first thing customers see. So it better make a great impression!

Start by incorporating relevant keywords. It’s essential the keywords describe your product accurately. For example, the keyword “gold earrings” might have a huge search volume. But if you sell silver earrings, there’s no point in adding the keyword to your listing.

You’ll want to front-load your title with the most important keywords. This can have a positive impact on your search rankings.

Product titles are much more than just a bunch of keywords. They need to catch shoppers’ attention and stand out on the search engine results page. Think about what makes your product special, and highlight its unique features in your title.

Writing compelling product descriptions

Your product description is an opportunity to target additional keywords and sell the benefits of your product. Avoid being overly technical or boring. Instead, use engaging language that speaks directly to your ideal customer.

Try to address the customer’s needs and pain points. What problem does your product solve? How will it make their life better?

In the example above, you can see how the description addresses a common pain point with jewelry stands. Low-quality jewelry stands are often top-heavy and can easily be knocked over.

Pro tip: Bullet points are your friends!

Break down your product’s features and benefits into easy-to-read bullet points. This can help potential buyers quickly grasp the value of your product.

Avoiding keyword stuffing and maintaining natural language

I know we’ve talked about the importance of keywords. But there’s a fine line between strategic use and keyword stuffing.

Stuffing your titles and descriptions with an excessive number of keywords can actually harm your search rankings. It will also put off potential customers.

The goal is to create a natural, engaging reading experience for your customers. Use keywords strategically to signal to the Etsy search algorithm what your product is all about.

Once you’ve written your listing title and description, read your listing aloud. Does it sound natural, or does it feel forced and robotic? If it’s the latter, consider rephrasing it to flow more smoothly.

3. Utilizing tags and attributes

Tags and attributes are key tools for Etsy SEO. In this section, you’ll learn how to use them to boost your store’s visibility and attract more potential customers.

Significance of tags and attributes in Etsy SEO

Think of tags and attributes as breadcrumbs that help potential customers find their way to your Etsy store. When a customer conducts a search, Etsy matches their search term or query with the keywords used in listing titles and descriptions. But it also factors in product tags and attributes.

You can increase the chances of your product appearing in search results by using relevant keywords in your tags and attributes.

Selecting appropriate tags for better discoverability

You’ve already created a list of keywords that potential customers might use when searching for items like yours. The process of choosing tags for your listing is very similar. But this time, you want to brainstorm a list of tags that reflect the essence of your product.

Here are Etsy’s best practices for product tags:

As you craft your tags, consider the language your ideal customers use. For example, a younger demographic might use terms or phrases that an older audience wouldn’t understand. Your products might be “on fleek,” but you should use more accessible language if you’re targeting an older demographic.

Optimizing attribute choices to improve search rankings

Attributes are product characteristics that provide additional context for your listings. The Etsy search algorithm considers attributes when matching search queries with relevant products.

So if a shopper searches for a cotton t-shirt, they won’t see lycra gym wear appearing in the search results.

Some of the relevant attributes you add to your listing include:

  • Size
  • Color
  • Material
  • Manufacturing information
  • Unique features

Try to be as specific and accurate as possible. Customers often use attribute filters to narrow down their search results.

4. Build backlinks to your Etsy shop

The Etsy SEO techniques we’ve discussed so far take place on your product listings. But what happens away from your listing page is also important.

Building backlinks to your store is one of the best ways to boost your ranking on Etsy and in Google search results.

A backlink is a hyperlink from one website to a page on another site. Google and other search engines use backlinks to judge a web page’s relevance, credibility, and trustworthiness. In simple terms, the more backlinks pointing to your Etsy shop and product pages, the more likely they are to get attention from shoppers.

So how can you build backlinks?

Collaborate with other Etsy shops

One of the best ways to build links to your store is by partnering with other sellers on Etsy.

Does your product complement an item sold by another seller?

Let’s say that you sell home office desk lamps. Your product could pair nicely with home office furniture items like a desk.

You could contact the other Etsy seller and suggest swapping links to each other’s products. That way, you both benefit from some extra exposure.

There are a bunch of online communities for Etsy sellers where you can find potential partners.

Make sure you check out Facebook and Reddit. You’ll find a ton of networking groups where you can meet other sellers.

Get HARO links

Help A Reporter Out (HARO) is a platform that connects experts with journalists looking for sources for their articles. It’s one of the most effective ways to get media exposure and build backlinks from reputable publications. It’s also completely free to use.

Once you sign up as a source, you’ll receive emails 3x per day with journalist requests like the one below:

Reply to the request with expert insights, and you can get featured in the journalist’s story. They will cite you as a source and usually include a backlink to your Etsy store in the article.

Find your product images online

Product images are super important for Etsy SEO. We’ll show you why in the next section…

If you’re creating eye-catching product photos, people may have used your images on their websites and social media channels. It’s surprising how often this happens.

You can use a reverse image search of your product photos to find where they have been used online. If you find your images on a website, contact the owner and ask them to credit your image with a backlink.

5. Enhancing product images for SEO

Product images play a crucial role on Etsy. They grab shoppers’ attention as they scroll through Etsy’s search results. In this section, we’ll explore the power of images and reveal how to optimize them for maximum visibility.

Impact of images on SEO and customer engagement

Your product images can make or break your online store. In a survey of shoppers by Etsy, images ranked as the most important factor in purchasing decisions. Even more influential than pricing, shipping costs, or customer reviews.

And your images also play a role in Etsy SEO. Remember how we mentioned listing quality scores before?

The Etsy algorithm uses customer engagement metrics like click-through rates, favorites, and purchases when ranking products. These metrics are all influenced by product images.

If you have high-quality images that get clicks, it sends positive signals to the Etsy algorithm. That can result in a boost to your Etsy search engine ranking.

Maintaining image quality for better search visibility

High-quality images are essential. You can have a fantastic product and a well-optimized listing targeting the perfect keywords, but you’ll struggle to get any sales if your product images suck.

You want to present your products in the best possible light. It’s well worth investing in professional photography. Show your product from different angles to provide customers with a comprehensive view.

If you go the DIY route, make sure your images are well-lit and clear. Blurry or poorly cropped images can put off customers and negatively impact your search rankings.

Optimizing image titles and alt text

It’s not just the images themselves you need to pay attention to. You can optimize your image titles and alt text to boost your search ranking.

Titles and alt text provide additional context for your images. If your image fails to load or a visually impaired user visits your listing, this information is used to describe your images. Be descriptive and include relevant long tail keywords to help search engines and users understand your images.

6. Store and shop sections optimization

Etsy SEO doesn’t just involve product listings. You also need to optimize and improve your Etsy storefront to maximize visibility on the platform. In this section, we’ll show you how to optimize your store and make it more appealing to shoppers and Etsy’s search algorithm.

Importance of an optimized store for improved visibility

An optimized store makes it easier for customers to find what they’re looking for and encourages them to explore your product range. It can have a significant impact on Etsy SEO.

When your store is well-designed and organized, it can positively impact customer engagement metrics. You’ll see an increase in browsing time and the number of items viewed. That signals to Etsy that your store offers a great experience and is worth showcasing in search results.

Use keywords in your Etsy shop name

Your Etsy shop name is featured in your product listing on the search results page. It’s one of the first things that shoppers will see.

It’s an excellent opportunity to include a keyword related to your products. For example, the Etsy shop JewelleryGemBox sells jewelry and accessories. The shop’s name is memorable and closely related to its range of products.

But don’t sacrifice branding and originality for SEO. Try to balance keywords and creativity when choosing a name for your own Etsy shop.

Organizing products into sections for easy navigation

Imagine you stepped into a supermarket for the first time. You look around and realize all the products are randomly placed around the store. And there are no signs to guide you.

It would be a memorable shopping experience. But it’s unlikely you would ever go back to the store again!

The same goes for your Etsy shop. You want to make it as easy as possible for shoppers to find their way around and discover your products.

Create shop sections that clearly describe your product categories.

Consider the categories your customers would expect to see and use descriptive titles. If you need some help, head to Amazon and look at the product categories in your niche.

Creating a cohesive and attractive shop layout

Etsy doesn’t provide you with many customization options. So you need to make the most of the design features it does offer.

First, choose a compelling hero image for your storefront. Try to use a color palette that complements your products and brand identity. You can also add a logo as your store profile image.

Further down the page, Etsy gives you the option of adding featured items. This is an excellent opportunity to showcase your best-selling or most eye-catching products.

These attention-grabbing “hero” products can draw customers in and encourage them to explore the rest of your range.

The goal is to boost customer engagement and sales. Remember, the more time customers spend engaged with your store, the more favorably Etsy views your shop. That can lead to improved visibility and higher search rankings.

7. Leveraging customer reviews for SEO

Just like Amazon and eBay, customer reviews play a crucial role in visibility and conversions on Etsy. In this section, we’ll explore the influence of customer reviews and how you can use them to elevate your product listing rankings.

Understanding the role of customer reviews in Etsy SEO

Customer reviews are a powerful form of social proof. According to a 2021 study, 99.9% of customers read reviews when they shop online.

Positive reviews showcase the quality of your products to potential customers. They also have a significant impact on Etsy search rankings.

Higher ratings and glowing feedback make shoppers more likely to click on your product listing. That can translate into more favorites and more sales. These metrics have a direct impact on the Etsy algorithm. It signals that your product deserves a high ranking in Etsy’s search engine results.

Providing excellent customer service

The secret to earning positive customer reviews is providing excellent customer service. Be responsive to customer inquiries and assist them with any issues. And make sure that orders are carefully packaged and delivered on time.

You can proactively reach out to customers and encourage them to leave a review. The timing of this is key. Generally, the best time to reach out is when the product is due to be delivered.

That way, you can ask if they have any issues with the order and provide instructions on how to leave feedback. It also allows you to resolve any problems before a customer leaves a negative review.

Responding to reviews to build credibility

It’s important to respond to both positive and negative reviews. This is an opportunity to express gratitude and demonstrate your commitment to providing exceptional products and service.

Even if a review isn’t perfect, respond with professionalism. Address any issues raised by the customer and offer to resolve them. Etsy only lets you respond to each review once. So make sure you choose your words carefully.

8. Utilizing promoted listings to boost SEO performance

Etsy SEO is about boosting your organic ranking in search results. So why have we included a section on promoted Etsy listings?

Well, you can use Etsy Ads in combination with SEO to amplify your visibility and drive more sales. Promoted listings are a secret weapon for SEO.

Complementing Etsy SEO efforts with promoted listings

Etsy Ads give your products priority placement in relevant search results and on the Etsy platform. This means more eyes on your listings and can lead to more sales.

But it can also result in more clicks and favorites. Etsy’s algorithm considers these engagement metrics when deciding where your product should rank in organic search results.

You can use Etsy Ads to make immediate sales and boost your organic search visibility. Over time, you’ll climb the organic search results and be able to reduce your ad budget.

Setting budget and targeting options for optimal results

Etsy provides you with a range of campaign options to suit your goals and budget. Start by setting a daily or lifetime budget. You want to balance your budget with your advertising goals.

If you want to boost organic ranking, spreading your budget across multiple products is a good idea. You’ll want to focus on Etsy on-site ads. These ads are shown on the Etsy platform.

Etsy also offers off-site ads shown to audiences around the internet on third-party websites and social media platforms. This ad type is more about generating sales than engagement.

Once you get some performance data, you can optimize your strategy and dedicate more of your budget to high-performing products.

Pro tip: You can’t choose which keywords you want to bid on, like Google Ads. Etsy automatically bids for you. That means you really need to put in the work to optimize your listings for relevant keywords.

Monitoring and adjusting promoted listings

It’s essential to keep an eye on the performance of your promoted listings and make adjustments when needed. Regularly monitoring key metrics like click-through rates, conversions, and ad spend can help you evaluate the effectiveness of your campaigns.

Identify which promoted listings deliver the best results and consider increasing your budget. You might want to lower your budget or pause promoted listings that aren’t performing as well.

Etsy doesn’t let you choose which keywords will trigger your promoted listings. But it does let you decide if a keyword is relevant or not. It’s similar to the use of negative keywords on Google Ads.

In the Etsy advertising manager, click “search terms →” for your promoted listing. This will show you the keywords that have triggered your ads.

Analyze the list of keywords and decide if they are relevant or not. If you turn off the “Relevant keyword” button, Etsy won’t display your ad to shoppers using that term in their search queries.

This feature helps you to prevent your ads from being shown to people that are unlikely to be interested in your product. For example, let’s say that you sell vegan handbags. You could use the “Relevant keyword” button to stop your ads from being shown to users searching for “leather handbags.”

9. Monitoring and adjusting Etsy SEO strategies

Etsy SEO isn’t something you can “set and forget.” In this section, we’ll explore why you need to monitor your store’s performance and what to look for.

Importance of ongoing monitoring and evaluation

Etsy makes regular updates to its search algorithm and ranking factors. Regular monitoring helps you stay in the loop on changes that may impact your product visibility.

It’s also important to keep an eye on which keywords are driving traffic and sales to your shop. You might discover new relevant keywords to optimize your listings.

If you’re not continually improving your SEO, you risk being left behind by competitors that are putting in the work.

Using tools to track SEO performance

Etsy’s native analytics dashboard provides insights into views, favorites, and sales data. This information can help you fine-tune your product listings and target your audience more effectively.

You can use these insights to determine which listings are performing well and which need improvement.

The dashboard also shows you traffic sources.

This is super-useful information, especially if you promote your products on social media and other platforms.

You’ll have to use a third-party tool like Marmalead or Alura for more in-depth performance data. These external tools can provide additional insights into keyword data, competitive analysis, and trends.

Making necessary adjustments to improve results

If you notice that certain products are receiving more attention than others, consider what sets them apart. Take a look at your product titles, descriptions, and tags. Are you doing anything different with your successful listings that you could implement on your underperforming listings?

It’s important to stay adaptable and be open to experimentation. You can test different keywords, images, and pricing strategies to see how they impact performance.

You don’t want to test too often. Make sure you leave enough time for your optimized listing to settle into the search rankings before adjusting your Etsy SEO strategy.

10. Crucial Etsy SEO mistakes to avoid

There are lots of different things you need to do to optimize for Etsy SEO. It’s not easy. And it’s even more difficult if you make mistakes. In this section, we’ll uncover some crucial pitfalls to avoid.

Editing listings that are performing well

If a listing gets clicks and sales, think twice before messing around with its tags and titles. Seriously, it’s risky business!

You could end up removing important search terms that were driving traffic. And that could totally tank the listing’s performance.

Instead, focus your efforts on optimizing the ones that need a little boost. Use the Etsy analytics dashboard and third-party tools to identify your underperforming listings. These are the ones you should focus your optimization efforts on.

Assuming your listing rank is the same for everyone

Here’s the thing. Etsy personalizes search results based on a user’s IP address and shopping habits. That makes it impossible for you to accurately check your listing’s rank by just regularly searching for your target keyword.

Your search results are going to be different from everybody else. And logging out of your account or using incognito mode won’t remove the personalization. It’s tied to your IP address. Even using a VPN won’t work, as the search results will still be personalized based on the VPN’s location.

Guessing keywords

Don’t guess which keywords to target. It’s like throwing darts at a board with a blindfold on!

You need to use accurate data to back up your keyword choices. That means finding out how often specific keywords are searched for each month. This data can help you pick the best keywords for your listing tags and titles.

Renewing your listings to get a boost in search

Remember how we mentioned the “listing quality score”?

Well, when you add a new listing to your shop page, it doesn’t have a quality score yet. So Etsy gives it a slight boost in search results. During this boost phase, Etsy watches how shoppers interact with your fresh listing. Etsy wants to figure out where it should be placed in search results.

Here’s where it gets interesting.

Etsy doesn’t collect any engagement data if you keep renewing your listing. You keep changing the listing before shoppers get a chance to interact with it.

The result?

Etsy thinks that nobody is interested in your product. That could lead to your listings dropping lower and lower in the search rankings.

Being impatient and expecting overnight success

Building a successful Etsy store takes time, dedication, and perseverance. There are lots of established stores on the platform. If you’re selling similar products, it will take time to get a foothold.

You need to continually refine your Etsy SEO strategies and learn from your experiences. Over time, your visibility will increase, and sales will grow.

Maximize traffic and sales with effective Etsy SEO

We’ve reached the end of our comprehensive Etsy SEO Bible. Let’s recap the takeaways:

Keywords are essential

Identify relevant, high-traffic search terms and seamlessly integrate them into your titles, descriptions, and tags.

Optimize your shop and images

Organize your products into well-crafted shop sections and focus on image quality to attract customers and boost search visibility.

Customer reviews are vital

Showcase your credibility to shoppers and the Etsy algorithm by encouraging customers to leave product reviews.

Promoted listings enhance visibility

Complement your Etsy SEO efforts with promoted listings. You can generate more sales and improve your organic SEO performance.

Success on Etsy doesn’t come easy, especially when you’re just starting out. But if you stay dedicated and apply effective SEO practices, you can climb the rankings and grow your online business.

Etsy offers great opportunities for sellers.

And if you’re looking for new products to add to your range, check out the SaleHoo Directory. You’ll find thousands of vetted suppliers selling everything from jewelry and clothing to garden furniture and kitchenware.

If you need help launching your store or have any eCommerce-related questions, contact our 24/7 customer support team. We’ll provide expert advice and guidance to help your business thrive.


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