Lately we have been offering some great tips on Blogvertising, Advertising on Facebook, and Using Facebook as a Marketing Tool. But, I think it’s time we turn our attention to a different way of getting traffic to your shop. It’s time to talk about Etsy Search Engine Optimization. Since this a loaded topic, I’ll be covering it in a series of posts.
So, Why Etsy SEO? In a recent study, Google found that searchers were 72% more likely to click on a natural listing than on a pay-per-click ad. This means you can get people who are actively looking for your products to your site and convert them into sales without having to spend a small fortune doing so.
There are several important elements in this whole SEO thing, they are:
- Keywords, keywords, keywords
- Meta data
- Inward links
- Header tags
- Alt tags
- Internal links
Like I said, I’m going to chunk this whole SEO deal down for you into edible little pieces that you can take and implement in your shop as we go. Optimizing your Etsy shop will take some time, it’s not something that you should try to do overnight. You wouldn’t rush your finest handmade creation, so you don’t want to rush your shop optimization. Let’s start with the most important element of search engine optimization: KEYWORDS.
Keywords are words that a person would type into a search engine, like Google, when they are looking for a product, service or information. Your job is to try and anticipate words and phrases that someone would use to find your shop. You want to use different keywords for different pages and make sure they are relevant to what you are offering on the given page. For example, if you offer handbags, you want to use keywords that describe the handbag such as, the color, what makes it special, what type of bag it is, etc. It could be something like: laptop sleeve, recycled handbag, upcycled sleeve, old yellow raincoat handbag, one of a kind bag, handmade purse.
Keyword placement is extremely important. Keywords should be incorporated into the following areas:
- Title Tag (shop title)
- H1 (item title)
- Body Text ( item description, shop homepage and profile page)
Keywords that appear in your Shop Title, Item Title, and the first paragraph of your item description are worth more than keywords that appear at the end of a description. Again, the trick is to use keywords that are relevant to your shop, so a little research is in order.
The biggest mistake most people make is trying to target as many keywords as possible or targeting just a single keyword. In order to decide on relevant keywords, you should write down all the keywords and keyword phases (a long tail keyword) that describe the content on your shop page or item page. Once you have your keyword list, it’s time for a second, third and maybe even a fourth opinion.
Use the Google Keyword Selector to find the number of searches which were conducted for the keyword or keyword phase (aka long tail keyword) and the amount of competition that exists for the particular keyword. Most people are inclined to use keywords with the highest monthly searches. As enticing as this may seem, your chances of making it to page 1 or 2 of a search engine actually become slim to none. Keywords with a larger number of searches also have a large amount of competition. Which means that your shop would need to boast some heavy optimization. The best advice I can offer is to choose keywords with less competition and in the mid-range of the search range – find your niche.
If you have configured Google Analytics for your Etsy Shop, you can logon and view which keywords your visitors have used to get to your shop. Although you should beware that some of the keywords that Google Analytics displays may not be the actual keywords that landed them directly on your page. They more than likely are keyword(s) they used to get to some page on Etsy which then landed them in your shop.
Long Tail Keywords
Most search engine searches are long tail keywords or keyword phrases. They account for 94.3% of all searches. Think of the times you’ve done a Google search; how many times have you typed just one word? ‘Nuff Said…
Long tail keywords should be used over single keywords. Here are some examples, of how you can turn a single keyword and turn it into a more relevant long tail keyword:
Single Keyword Long tail keywords
laundry detergent eco-friendly laundry detergent
laptop bag upcycled 20 inch laptop bag
mineral makeup handmade loose power foundation
Don’t these examples look like something you could use as a product title or product description? Well that’s the point, if you use long tail keywords you will more likely appear in a search than if you used the single keyword terms. I’m sure you get the picture. Take your keywords and turn as many as you can into long tail keywords that can be incorporated into your shop in the most important placement areas.
Don’t overthink your keywords, narrow them down to a solid number of keywords and sprinkle them on your pages. Let’s sum it all with a list of DO’s and DON’Ts:
- DON’T target too many keywords
- DON’T target an individual keyword
- DO research keywords before using them
- DON’T use generic keywords
- DON’T use highly searched keywords
- DO use long tail keywords (keyword phases)
- DON’T use the same keywords on every single page
- DO watch your keyword placement
Your homework is to go and create a list of keywords for each of your pages, research them and then finally incorporate them into your pages. In my next post, we’ll be discussing LINKS.
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