ETSY SHOP KEYWORDS – WEEK #2

KEYWORDS

Week 2

TO DO LIST:

Understand how search engines work
Brainstorm keywords for my shop and another shop
Use tools to find new ideas for keywords
Rank them according to their relevance from a buyer perspective

Terminology:

  1. Visibility
  2. Relevance

 

Finding Keywords

This week we’ll find out about how powerful well chosen keywords can be when it comes to increasing your visibility on Etsy and other search engines.

When buyers run internet searches, they use words to describe what they are looking for and type them into the search box.  Search engines like Google scan the web over time to collect all sorts of information about each page and list the pages that are most relevant to the initial search.  The most important criteria are the words on the page, which help the search engines, understand the content.

In the case of an Etsy shop, if a buyer types, for example, “silver chain” and you sell silver chains but none of these words appears in your listing, there is very little chance that your shop will show up in the search results.

Essentially, the search engines do not have powers of deduction:

  • They are not capable of working out what your pages are talking about if you do not help them.
  • To understand what your listings are talking about, they mainly use the words you have written.

So what you have to do is give the search engine some good information so that your listings jump out when a buyer is looking for a product like yours!

Finding keywords is one of the most important things to do and, if you get your keywords right, they’ll give you the best return on investment in terms of visibility.  Don’t forget that it isn’t just about attracting more visitors; it’s about attracting more visitors who place orders.  So finding your keywords is about have a good knowledge of your target buyers, why they’re buying and how they’ll search for products like yours.  Put yourself in their place and imagine what they might type in to the search engine.

 

 FIRST STAGE

Initially, the advice is not to limit yourself, write down everything that comes into your head.

  • What is it about?
  • What are the specifics?
  • Who is the item aimed at?
  • How is it made?
    • Techniques, raw materials
PLEASE NOTE

A keyword doesn’t necessarily have to be a single word; it could be a group of words such as “2014 diary” or “gold wedding ring” likely to be used in this order by buyers.

 

  • What color is it?
  • How big is it?
  • How is it used?
  • What style is it?
  • What is the name of the pattern?

Also think of things which are specific to certain types of product:

  • The scent of a beauty product
  • The period of a vintage item

For each word, look for synonyms—you can access an online thesaurus.

Do this for all the languages you have activated for your Etsy shop.  It is advisable your shop at least be in English as well as your default language.

 

*If you wish more information on language preferences don’t hesitate to contact me and I will forward it to you.

 

 

 SECOND STAGE

Break down the keywords and define the most important terms, i.e. the ones that will bring you the most buyers—not necessarily the most traffic.   The following two elements need to be taken into consideration when prioritizing keywords.

RELEVANCE SEARCH VOLUME AND COMPETITION
WILL PEOPLE TYPING THIS KEYWORD BE HAPPY TO ARRIVE AT MY LISTING AND COULD THEY BUY SOMETHING FROM MY SHOP? IS THIS KEYWORD LIKELY TO BE TYPED IN TO A SEARCH ENGINE BY A BUYER AND IS THERE A LOT OF COMPETITION FOR THIS KEYWORD?
Be specific!

Terms that are too generic, even if they are relevant, are not necessarily the best idea.

 

For example, the keyword “jewelry” is very generic but people typing in to a search engine are going to come across all sorts of different results:  rings, necklaces, earrings etc.  Either they don’t know exactly what they want are perhaps not ready to proceed to a purchase, or they are likely to refine their search by adding more precise terms to find what they want.  By contrast, someone typing “gold phalanx ring” has a much better idea of what they to buy.

Don’t use all the terms that everyone searches for!

 

Lots of people want to use the most popular keywords, but there is often a lot of competition so it is more difficult to appear in the top search hits.

 

Try to choose words that are less competitive and less searched for:  these are normally more specific terms.  They may have a lesser search volume, but they will definitely bring you more targeted traffic.  Think of synonyms and more specific terms.

 

 

Also avoid keywords that are only remotely associated with your product. Also avoid terms that are too technical and that only professionals will understand.
For example, if you sell cookies, don’t use the keyword “tea” as those searching for tea will definitely want to buy tea and not cookies. Don’t forget to think like a buyer:)

ETSY RANK:

https://etsyrank.com/

Great tool for keywords because it works with your listings, shows what listings needs more tags, relevant keywords and much more.

Set up an account by registering your information.

 

 

GOOGLEADWORDS:  https://adwords.google.com/home/tools/keyword-planner/

GOOGLE KEYWORD PLANNER:  This tool was originally designed for people who wanted AdWords advertising campaigns on Google but it does offer various handy tools to allow you to research keywords without creating a campaign.

To access and use this great tool a gmail is needed.

Most searches on the internet, including searches within Etsy start with words called keywords.  Words or phrases describing your product or service that you choose to help determine when and where your listings appear in Etsy Relevancy searches.

By selecting high-quality, relevant keywords for your listings are to help you reach shoppers who are more likely to become your customers.  And a great keyword list can help improve the relevance and views of your listings.

 

  1. Google search bar put in Google Adwords.
  2. ****Very Important Step Here*** Click on the blue highlighted words: START USING KEYWORD PLANNER SKIP GUIDED TOUR
  3. Top row click on the tab that says TOOLS
  4. Click on KEYWORD PLANNER
  5. Go to the first box “Search for new keywords using a phrase, website or category”.
  6. Ignore the 2nd box totally.
  7. Go to the third box: “Your product category” – Enter or select a product.
  8. After you have exhausted your ideas, then click the blue box at the bottom: “Get Ideas”.
  9. Google Adwords will show you a blue graph at the top of the page and there will be 2 tabs:
    1. Ad group ideas (the default)
    2. Keyword ideas
  10. Click on the tab that says keyword ideas, Google Adwords will take you to all the ideas you have entered.
    1. On the right side you will see a column that says: Average monthly searches.
      1. In this column are numbers for those searches. This is the only information you will need.
        1. The rest is for people wanting to buy Google Ads.
      2. Ad group ideas have lists in categories by relevance in blue with a little number next to it. This number will tell you how many keywords are in that category.
        1. The average monthly searches in this group adds up to the total of the number within the list.
        2. When you click on the blue highlighted category, it will show you other keywords (and often long tail keywords) and the average monthly searches for each individual keyword.
        3. The “L” with the jagged line is the bar graph for each word and category. You can use this as a reference point to see how well that keyword or group of keywords performed in the last 12 months.  It can help you make a determination as to whether or not the keyword is viable.
      3. You can always add keywords.
        1. Modify search in the upper right hand corner next to: Get ideas.
        2. At the top is a small box that has all the ideas that was originally entered and you can also add more keyword ideas there.
        3. Just remember to put a comma and a space between each keyword idea
      4. **BONUS**
        1. You can download the list of keywords for future reference under the down arrow key and download tab.
        2. The list of keywords can be opened in a spreadsheet program such as Microsoft Excel and sorted into alphabetic order, average monthly search count or any other order that you would like.

 

This table will help you become familiar using Google Adwords and give a comparison with keywords that are already bringing you traffic.  Try 5 listings from your own shop.

GOOGLE KEYWORD PLANNER/ETSYRANK KEYWORDS BRINGING YOU TRAFFIC

 

 

Open area for notes:

 

 

 

 

 

 

PRACTICAL EXERCISE

This practical exercise works when we compare our own shop with the shop directly above in the list of participating shops, choose one or two items from the photos not the listing description and fill in the table below

It’s possible that a category does not apply to your shop or the shop directly above or maybe difficult to answer based on photo alone, note N/A.  Try to answer as many as you can.

YOUR SHOP SHOP ABOVE YOU
WHAT IS IT?

(In no more than 3 words)

AND MORE PRECISELY?

 

WHO IS IT FOR?

 

MATERIALS

 

COLORS

 

TECHNIQUE, METHOD

 

PLACE AND CONTEXT OF USE

 

SIZE

 

STYLE

 

PATTERN, IMAGES

 

SCENT, FLAVOR

 

ERA – VINTAGE

 

ASSOCIATED OCCASION

(ANNIVERSARY, HOLIDAY)

 

 

Referring back to the practical exercise and using Keyword Planner or EtsyRank look for synonyms, Etsy search suggestions, and keywords to include that will strengthen the items relevancy.

 

SYNONYMS

YOUR SHOP

SYNONYMS

SHOP DIRECTLY ABOVE

 

 

ETSY SEARCH SUGGESTIONS

YOUR SHOP

ETSY SEARCH SUGGESTIONS

SHOP DIRECTLY ABOVE

 

 

 

Defining the most important keywords; remember that they must be the keywords which could be entered into the search engine by a buyer and that a keyword can consist of multiple words to target buyers with specific needs.

Write down the 20 keywords you think are most important to your shop and the shop directly above.

 

KEYWORDS

YOUR SHOP

KEYWORDS

SHOP DIRECTLY ABOVE

1. 1.
2. 2.
3. 3.
4. 4.
5. 5.
6. 6.
7. 7.
8. 8.
9. 9.
10. 10.
11. 11.
12. 12.
13. 13.
14. 14.
15. 15.
16. 16.
17. 17.
18. 18.
19. 19.
20. 20.

 

Draw a circle around the 10 most important keywords on this list in both columns.

Of these, draw a circle around the 3 most important keywords for the listing.

 

Let’s discuss our findings in the team’s SEO workshop thread.  Great opportunity to offer suggestions, opinions on our findings and everyone benefits.

 

 

END TEAMVINTAGEUSA SEO WORKSHOP WEEK #2

 

 

 

 

 

 

Vintage Summer Fun!

Vintage Summer Fun!