I’ve brought up Etsy SEO a lot when it comes to getting found on Etsy. Mostly because it is the foundation of winning on Etsy. Sure you could use marketing strategies to drive traffic to your shop, but Etsy SEO is such a low hanging fruit, how could you pass up the opportunity.
In my post about Etsy SEO, I go into full detail about SEO and how it works. But today I want to talk about a component of SEO – long-tail keywords. Long-tail keywords are keywords phrases that are specific in nature, but less commonly searched for. Although long-tail keywords get less traffic, they tend to get a higher conversion rate because they appeal to those that are ready to make a purchase.
Long-tail keywords make up 70% of total search traffic?
Yup, if you are only using broad keywords in your titles and tags, you are missing out on a large opportunity to get in on traffic to your Etsy shop.
If you are like me, I am always down to upleveling my skillset to grow. Then you are right where you need to be to learn a keyword strategy that can drive traffic to your Etsy shop.
Today, I am going to teach you how to stand out amongst the crowd within your niche by finding low-competition keywords that will help you attract the right shoppers to your Etsy shop.
Okay first, let’s answer a couple of questions.
What is a long-tail keyword?
This word gets thrown around a lot and you may not understand how important it is to SEO. What is it? Why should I be using it?
Long-tail keywords consist of 3 or more words that make up a phrase describing your product. Here’s an example to work with…
Someone searches printable planners, this a broad keyword. A broad keyword consists of 1-2 words, generic, and has a very high search volume.
On the other hand, when someone searches printable planner business, this is a long-tail keyword. You see it’s a phrase that consists of 3 or more words and narrows in on exactly what a shopper is looking for.
Why should you target long-tail keywords in your Etsy SEO strategy?
Yes, you read that right.
SEO is a strategy. Once upon a time, SEO was the primary way for your products to be found. Now it is more of a strategy in which you implement SEO AND other efforts to be found. You are no longer relying solely on Etsy to get visibility, but instead…
:: Etsy SEO
:: Social Media
:: Email Marketing
BUT, and yes this a big but…
I don’t expect you to make all of these things happen right off the bat. It takes time to build a full out strategy. Your main focus is your SEO.
Okay, back to the question. Why should I target long-tail keywords in your Etsy strategy?
Well, long-tail keywords make up a huge chunk of search traffic. This means if you are only targeting high-volume keywords (broad keywords), chances are, you are facing a lot of competition to try to rank for the same keywords. Like crabs in a barrel trying to get to the top.
But instead, if you are targeting long-tail keywords this allows you to capture quality traffic from Etsy much easier. You are actually giving your products a chance to be found by shoppers.
What you are doing here is: 1. You are attracting shoppers who are ready to buy, 2. You are making it easier for your products to rank in search because the competition is low.
Here’s how you can stand out using long-tail keywords
1 | You attract shoppers who are later in the buyer cycle stage
The buying cycle is stages of where a shopper is during their shopping journey. The buying cycle is broken into three stages:
- Awareness – shopper is aware of a need they want to fulfill. This could also refer to when a buyer becomes aware of your product.
- Consideration – shopper starts evaluating solutions for their need.
If a shopper is in the early part of the buying cycle, they are browsing around and trying to get more information. If a shopper is in the latter part of the cycle, they are more likely to complete a purchase.
Long-tail keywords target shoppers that are further along the buying cycle. Those who are searching for more specific, narrowed keyword phrases are more likely to know what they want are likely to convert into a customer.
Someone searching for planner insert is likely in the awareness stage and they are simply browsing. Whereas, someone searching for business financial printable planner has their wallets open and ready to checkout.
2 | You have lower competition = easier to rank in search
Long-tail keywords have lower competition and with that, it makes it much easier for your products to rank higher in search. The secret to getting more traffic from long-tail keywords is targeting a variety of keywords.
You want to choose keywords that describe what your product is. Uber important! Adding keywords that have nothing to do with your product is misleading and is an ineffective strategy to bring in traffic. So choose the right keywords and use a variety to help you reach a larger pool of searches.
3 | You should use a Keyword search tool
One of the biggest mistakes I see Etsy sellers do all the time is pulling keywords from the sky. There is no rhyme or reason for your keyword strategy. I’ve found when you are getting help you avoid the chance of failing.
There are several tools to find keywords. My first three months were crap. No sales and struggled to figure things out. I discovered Marmalead, implemented SEO and yeah my shop actually began to make sales.
Marmalead is not a free service, so if you are not there yet where you commit to paying (although it is well worth the investment) you can try something with a little bit less risk. You can start with the Etsy search bar. Etsy search is a good way to brainstorm. I would not put a ton of stock on keywords from Etsy search however because it is based on what people are searching for at the moment. But again, it’s a great way to brainstorm ideas.
I’ve found the best place to find long-tail keywords that are free is Pinterest. Pinterest is the go-to for people who are seeking inspiration and looking to shop. So why wouldn’t you got to the very place that people are there to find products to buy. It is free and super easy to use.
Etsy SEO does not create an overnight success. Although it is a quicker way to get found, it takes time. The benefits of SEO begins to fully show around 1-3 months. If you don’t have the patience, then you shouldn’t be in business at all.
Sure, you can use other marketing channels and marketing strategies to bring traffic to your shop, whether it be paid advertisements or social media. You should certainly stick with Etsy SEO and give it time to reap the benefits of being found.
What are some some areas you struggle with finding keywords for your product listings?