Keywords 101: Everything You Need to Know

 Follow these dos and don’ts when adding tags, and brainstorm new keywords with these proven techniques.

People shop on Etsy because they know they’re going to find something special. They type a few words in the search bar and are matched with unique products. The keywords you add to your listings are an essential tool for matching your listings to those searches. Etsy search is designed to help shoppers find what they’re looking for and inspire them to click “Add to basket”.

The essentials

The keywords you use across your listing titles, descriptions, tags, categories, and attributes are essential when it comes to matching you to the right buyers.

Etsy Search gathers all the listings that have keywords that match a shopper’s query. Then, we rank those listings so shoppers see the items most relevant to their query. Using strong, relevant keywords in your listing creates an opportunity for your items to be shown in search results. Here are some tips on making the most of keywords in your shop.

Categories

Categories act like tags. Be sure to add the most specific subcategory option available for the item you're listing. Adding more specific categories will give you more opportunities to match with a search. Remember: When you add specific subcategories to your listings, your items are included in all the categories that subcategory is nested within.

Since categories act like tags, which we’ll cover in more detail below, you don’t need to add tags that repeat the phrases that appear in your categories and attributes. For example, if you have a listing in the Nail Stencils category, your listings could appear in results for “nail stencils” searches. Adding Nail Stencils also means your listing appears in the categories above it, including Craft Supplies, and Makeup and Cosmetics.

Attributes

Attributes are the extra details you can add about your listings after choosing a category. Some are more general, such as colour and material, while others are specific to the category you choose, such as pattern for clothing or room for home decor.

Since each attribute you add acts like a tag (and helps you match with shoppers’ searches when they use matching terms), it’s important to add all the relevant options, even if they’re less precise. While you might use the word “magenta” to describe the yarn you’re listing, if “pink” is also accurate you should add it as a colour attribute. You might describe the pattern on your t-shirt as “nature inspired,” but don’t miss an opportunity to add the Plants & trees pattern attribute. Once you’ve added all the attributes that could describe your item, you can use your listing description, title, and tags to describe it in your own terms.

You don’t need to add tags that are exact matches for attributes you’ve already added. For example, if you add the Faux fur attribute to your rug listing, you don’t need “faux fur” as a standalone tag. You can still add it to a multi-word descriptive tag, such as “faux fur accent rug”. Learn more about attributes in Add Attributes to shopper’s Help Increase Your Shop's Visibility.

Titles

Keywords in your title can help you match with a shopper’s query, but they’re just one of the factors Etsy search looks at. Etsy search looks at all the information you add, including your categories and attributes, to find keywords that match a shopper’s search.

Focus on writing short, clear, descriptive titles that make it easy for shoppers who are scanning a busy search results page to see what you’re selling. Lead with the keywords that best describe what your item is since that’s what shoppers see first when browsing, especially on mobile devices. Where a phrase is used in your title doesn’t affect a listing’s ranking. You can use punctuation and some symbols in your titles to separate phrases and Etsy search will still be able to read each of those phrases to see if they match with a shopper’s search.

When writing your titles, be sure to include your most descriptive keywords but keep a buyer in mind, not a computer.

Adding long lists of keywords to your titles may confuse buyers or turn them off your listings. For example, this kind of title might be difficult for a buyer to understand at a glance:

“Personalised washbag men’s leather washbag groomsmen gift add a monogram”

This title, however, still contains important keywords and covers the basics including material and recipient and can be understood in an instant:

“Monogrammed leather washbag best men gift”

Remember, while you want to be descriptive and appeal to buyers, make sure you’re using accurate descriptors that follow our policies in your titles, descriptions, and tags. Etsy prohibits the sale of products whose presentation may mislead buyers including mislabeling. For example, don’t describe your listing as “cashmere” if your products are not made of cashmere. Learn more about Etsy’s House Rules here.

Listing descriptions

Etsy search considers keywords and phrases within your listing descriptions when ranking your listings. The keywords you use across your listing titles, descriptions, tags, categories, and attributes are essential when it comes to query matching, the first phase of search ranking, within Etsy’s search algorithm.

Some tips for writing listing descriptions:

• Aim to incorporate relevant keywords in the first few sentences of your listing descriptions.
• Avoid copying your title verbatim or simply listing your top keywords. Instead, you want to craft a sentence or two that casually incorporates a few of your top keywords in a way that sounds human and written in your brand’s voice.
• Continue to include important information that will help buyers best understand your product.

Tags

Tags are your opportunity to include 13 phrases that describe your unique product. Each tag you add is a chance to match with a shopper’s search, so spread them around and add some variety! Here are some tagging dos and don’ts:

Tagging dos

• Do use all 13 tags. Each tag you add is an opportunity to be matched with a shopper’s search.
• Do use multi-word phrases. Your tags can be up to 20 characters long. It’s better to use multiple phrases than to load your tags with single words. For example, “custom bracelet” is stronger than “custom” and “bracelet” and frees up another tag for you to use.
• Do consult your Shop Stats. Refresh the tags on listings that are getting less traffic and diversify the terms you’re using.
• Do consider synonyms and regional phrases. If shoppers use regional spellings like jewellery in their search, we’ll still show them listings tagged “Jewellery”. However, we don’t account for some regional phrases. For example, if you sell flip flops and a lot of your customers are in Australia searching for “thong sandals”, you should add “thong sandals” to your tags.
• Do target “long tail” keywords. Instead of trying to compete for popular, generic searches, like “tote bag” or “diamond ring”, priorities less popular phrases that describe what’s really special about your products. For example, “canvas tote bag” or “natural diamond ring”. Shoppers who know what they want to buy often use more specific searches — and you can deliver just what they’re looking for.