We introduced the Etsy Shop Fitness Calculator on January 18th and have been delighted with the number of sellers who have engaged with it! In just under a week, we had over a thousand Etsy sellers run their shops through the tool. In the infographic above, we’ve broken down the results from other Etsy shops so you can better understand where you stack up! If you’re not a fan of infographics, here’s a quick breakdown of the Etsy Shop Fitness Calculator Results:
Etsy Shop Fitness Calculator Results
1096 shops scored their fitness in the FIRST WEEK!
172 Shops scored their fitness more than once.
The most times a single shop scored its fitness was 7.
The average seller conversion rate (orders / views) is 1.11%.
The average number of orders a shop fulfills in a year is 311.
The highest number of (verified) orders in a year is 12,436.
The average shop has 158 active listings.
The highest number of (verified) active listings is 2,281.
The average number of views a listing gets in one week is 44.6.
The highest number of views a listing got in a week was 1,252.
Now before you throw your hands up with Etsy sellers everywhere and start getting nervous about your products’ abilities to rank in a shopper’s search results, take a step back and remember something: Google and Bing have already been personalizing their search results for YEARS. The tools, methods and strategies that people use to successfully rank on Google are still very much relevant to Google SEO – in spite of personalized search results. The same will be true for these Etsy search updates.
There will STILL be a lot of commonality on Etsy. Everyone will see MANY of the same generic listings but there will be some listings which appear because of where someone is, what they have searched for in the past, and which listings they’ve engaged with. Let’s take a deeper look at some of the factors Etsy will be using and how you can use the latest Etsy search updates to your advantage.
Someone in the US searching for “football earrings” will get results about American Football. Someone in the UK will get results for what American’s call soccer (and the rest of the world calls football – you weirdos 😉 ). If your listings aren’t deemed relevant to a particular country, then you have less of a chance of showing up for those countries. If you feel like you should still be relevant, then you should work on your international SEO. While you may not be able to move your shop around the world, keyword suggestions can help you find alternate descriptions for things like soccer and football.
What has the shopper searched for in the past? What listings have they clicked from their search results? What listings have they added to a list or favorited? Unlike country personalization, there’s no easy way to try to make your listings more relevant. Instead, this places more weight on the first impression that your listings make – and the brand loyalty you build with your customers. Whenever a shopper clicks on your listing in their search results, you want to make sure you’re delivering a fantastic experience so they’ll either come back later, add your listing to a list, or favorite it. You can do this through excellent product photography and through great thorough descriptions of your listings. If your branding is consistent across multiple listings, as shoppers search, they will recognize your products and return to your other listings despite them potentially being lower in the results list. This behavior will strengthen your position for that shopper and for other shoppers like them.
What’s the next logical step for Etsy?
What do shoppers share with others? What do they tweet about or email or text to their friends? Mapping out these networks provides another way to boost a shop’s listings within search results for shoppers and friends of that shopper. How do other sites do this? They use what developers call “query string parameters” which is a fancy way of saying “information in the URL.” When you click an article posted on Facebook, chances are the link will contain special information which will allow the site to track where you found the article. Adding these types of tracking codes to listing URLs would allow Etsy to see if you shared a link with a friend. Is this definitely Etsy’s next move? Not necessarily. But it’s a logical next step in personalizing search experiences even further so don’t be surprised to see it in the next few rounds of Etsy search updates. Anticipate this and make your listings share-worthy!
How will this affect the keyword research you do in Marmalead? Well, the short answer is, it won’t. Remember how Etsy said there will still be a lot of commonality in search results? Only a handful of listings will get bumped up based on a shopper’s personal information. You will still want to use Marmalead to measure the overall shopper engagement with different keywords to understand the best tag/title combinations to target. You will still want to use Marmalead to understand the size of the market you will be competing with for each keyword. You will still want to use Marmalead to understand the price spread of each keyword and learn where you should be pricing your products to be competitive.
Summary of Etsy Search Updates
These new changes to Etsy’s search algorithm put more weight on the quality of the listings you’re putting in front of shoppers. This is something Etsy has stressed in the past – just like when they said they’d give priority ranking to shops who had filled out their policies. (Speaking of which, you DID fill out all your policies, right? Right??) At the end of the day, Etsy’s goal is to sell more products to more shoppers. They’re constantly testing to see what works best. Any changes they make are aimed at getting more shoppers in the door and getting more of those shoppers to spend more dollars. They’re trying to put more quality listings in front of shoppers. So let the changes work FOR you and make sure your listings are the best quality they can be! You’ll find yourself doing better than ever!
Still feeling nervous about the Etsy search updates?
Take several deep breaths (or have a couple of glasses of wine)
Keep making sure you’re targeting the right keywords
Make sure you’re using those keywords in your tags and title
Keep an eye on your pricing vs your competition
Fill out all your shop policies
Improve your product photos
Write fantastic shop descriptions that answer shoppers’ questions before they even ask
Deliver an unforgettable customer experience to keep them coming back time and time again
Yes, we’ve talked about it a lot. We mention it in differentgroups, in blogs, in our emails, and even in our webinars! What is this buckets strategy all about and how do you use it?
Think of keywords as markets. Every search is really a market. I like to take it a step further and think of markets as buckets. It has a specific set of listings that return and the shopper is somewhere in the Customer Journey.
It goes like this: Keywords are buckets. Listings go in these buckets. Ideally, you would want to be found in the first 12 pages; so you fill each of these buckets with 12 of your listings.
Why 12 pages? Well, you could go 15, 25, or 30 pages but at this point you are only competing with yourself. A lot of shoppers never go past 12 pages, so anything more than that would only be a waste. I would refocus and put the remainder of my listings in a different bucket instead.
Pretend that I sell different kinds of starfish jewelry.
It’s going to take an awful lot of time and effort if I were to come up with a unique set of keywords for every listing I own. For Etsy sellers that sell hundreds of different items, this just isn’t feasible.
This is the type of scenario where the buckets strategy comes in handy.
I’m going to make several buckets for my listings.
Gold Starfish Ring
My first listing is a starfish bracelet.
It fits under the Starfish Bracelet bucket, but it’s also a Starfish Jewelry and a Silver Starfish so you can put them in there as well. It’s not a Gold Starfish or a Starfish Ring so save those buckets for later.
How do you title/tag this listing? [starfish bracelet] [starfish bangle] [silver starfish] [starfish jewelry] … [bridesmaid gift] [gift for her]
Note how I put my strongest keywords in the front for stronger relevancy in search.
Second one is a starfish ring.
It’s obviously not a Silver Starfish though, but it’s a Starfish Jewelry, a Gold Starfish, and a Starfish Ring. Those are the buckets where they would fit.
How do you title/tag this listing? [gold starfish ring] [starfish ring] [gold star ring] [starfish jewelry] [sea star ring] … [gold jewelry] [beach ring]
Note that I tend to put only 3 of my best targeted keywords per listing (3 buckets/listing). Since you have to have the keyword in your title, after 3 is probably too weak to rank well. This is no reason not to use up all 13 of your tags though.
Third one is a starfish necklace.
Same rules like last time. It does NOT fit under Gold Starfish, Gold Starfish Ring, Starfish Earring, Starfish Ring, and Starfish Bracelet. But it can fit under Starfish Necklace, Starfish Jewelry, and Silver Starfish.
How do you title/tag this listing? [starfish necklace] [starfish pendant] [silver starfish] [sea star necklace] [silver sea star] [starfish jewelry] [starfish charm] [seaside pendant] [sterling silver] [silver pendant] [sea star charm] [sea life jewelry] [sea star jewelry]
Note: Take a look at that example. Sometimes you have more than 3 targeted keywords for a listing. It’s a waste not to use them but it’s also a waste stuffing them in a single listing. One cool hack Richie discovered is to make a copy of your listing and put in your other best keywords to rank on a different market.
This ‘new’ listing is made specifically to spread out and target more keywords. Yes, you are allowed to do this as long as you have enough quantity to sell.
When I say ‘targeted keywords’ or ‘best keywords’; these are the strongest words that:
a. Best fits your listing; and
b. Keywords you’re trying to rank on.
Essentially, I have covered 3 of my listings just by cleverly putting them in buckets. You can continue to do this with more keywords, starting from broad ones to super specific – that way you cover each stage of the customer journey.
It’s okay to repeat the same keyword (starfish in this case) multiple times in your listing. Not only you are reinforcing your relevancy in search, but you’re also covering multiple ways people might use to find your item.
Now let’s pick up where I said “you would want to be found in the first 12 pages”. If you do it right, and you filled each of your buckets with 12 of your listings (and assuming that you rank well in that keyword), you might see something like this:
One listing for every flip of the page for 12 pages! It’s like having 12xmore chance of landing a sale! That right there is the power of the Buckets Strategy.
Over to you:
I’d love to keep the conversation flowing in the comments. What do you think of this strategy? Do you have your own techniques you are willing to share? Or maybe you’ve already seen improvements since you’ve used the system? Let us know! If you know someone who you think would benefit from this article, share it with them!