We are going to optimize the Gold Antler on the left. Let's take a look at how we are currently listed on Etsy when someone searches for Gold Antler.
Since our antlers can be used to decorate the home, we want to optimize for the 'Home & Living' category. The competition isn't very large, so a few tweaks should help us out. Let's click on Home & Living to see what we can find out. We showed up in this category, yay! However, we are in the 6th row. People may not scroll down that far, so we want to see if there is anything else we can do to get in the top 3 rows of the front page. Right away, I can see that my photo isn't the best. So let's add a few more photos to our listing and change the main image.
I made the mistake of only posting one image in my listing. It doesn't show people how big it is or how it looks in relation to how they might use it in the real world. So let's add a few more.
I added more photos with some real world context, and changed the primary image to reflect the one I thought was best in this group. Now when people view this listing, they'll have more images that create a story for them and inspire them to think of how they can use this product in their own home.
Now let's head over to Google's Keyword planner under Tools in Adwords.
I want to find out how people might be searching for antlers within Google. The reason why we would do this is because people generally use the same search terms across all sites. Meaning if they use the term 'gold antlers home decor' on Google, they'll probably use the same phrase on Etsy, Pinterest, Ebay, etc.
Google will help me figure out how many people search for Gold Antlers. Currently, my title says, 'Gold Antler with German Glitter Glass.' That may not be the best description. Let's see what Google thinks about my choice of headline. I'll type in Gold Antler and ask Google to get ideas.
According to Google, the term Gold Antler gets between 100 and 1000 searches each month. The competition is high, meaning that people are paying for this keyword, which is good news for me. It means that I chose a good keyword that people actually use. Let's take a look at one of my competitors and see what they are using for their title.
This shop is using a lot of phrases or 'long-tail keywords' in their title. I didn't really use any other than Gold Antler. Not very thorough. This shop is targeting Gold Antler Decor, Faux Taxidermy, Gold Antler Wall Decor, Antler Coat Rack, Gold Antler Jewelry Rack, Gold Antler Nursery Decor and Stag Head Decor.
Now, I can plug these keywords into Google Keyword Planner and see how many searches these terms get each month. Chances are, if this is a popular shop, they are using keywords that work, so I can probably just add the ones they used and that make sense for my product. But research is fun, so let's see what Google has to say about Faux Taxidermy. That's a new term I didn't think of and I'm curious to see how many searches it gets! Surprise! That term gets between 1000-10,000 searches each month. Who knew?
Right away, I can see that I'm losing out on some eyeballs because I'm not using search terms that would help my product rank higher. For instance, Ceramic Deer Head is a term I could use since my product is made out of ceramic material. It's not quite the whole head, but I can still use it. Paperweight is also a highly searched term, so I'll use that in my title as well. I also really like 'rustic decor' and 'rustic elegance decor.' Now, let's look at Etsy's native search prompts. Let's see what they say people are searching for with regard to antlers.
When I type in 'deer' I can see a few things that I might be able to use. Just 'Deer Antler' would be good. Also, 'Deer Decor.' I'll add those to my title too. I decide that the 'long tail keyword' that I want to use is going to be 'Gold Antler Decor.' This is the phrase that I want my product to show up on the top of the search page for, so I'm tucking that in the back of my mind.
Now, here is my very sad description! It really pays (literally) to take your time and fill out your description completely.
I'm missing some huge opportunities here to really position my product in the mind of my potential buyer. They have to feel an emotional connection to my product in order to see it as something for their home. First, I will replace the word synthetic with the word 'ceramic.' Let's go take a look at my competitor and see what they have in their description. This, along with the keywords I found in Google Keyword Planner, will help me rank higher in search.
Check out the difference in my competitor's description! Oh my, but do I have a lot of work to do. This must've been my last listing in a long day of listing, so I got lazy. Lazy doesn't pay off! What I like about this is that they are able to use their keywords again, and use even more like 'rustic cabin decor' and 'perfect for a man cave.' I am definitely taking notes and will go back and fill in my description more thoroughly! You can take a look at my updated listing here, if it hasn't sold already! Here is a screenshot of my dismal stats from Etsy over the past month. 26 views but only a few favorites and no sales. Hopefully, all of our hard work will pay off. I will keep checking on this listing and see how well our SEO work helped us.
Now it's your turn. Are you thinking of third-party seller sites like Etsy and even Pinterest like search engines? I sure hope this post inspires you to update your listings and test out your SEO skills. Let me know if you do. I'd love to hear how it improved your listings.
*Running Facebook Ads can be good for SEO too. Download the 3-Step Facebook Ads Worksheet for Makers and start planning your shop advertising strategy.
*UPDATE - After spending some time working on all of these SEO strategies, my listing became the very first one on Etsy for the phrase 'Gold Antler Decor.' Right after the ads and I jumped past my competitor! You can do this too. Let me know how it goes!