SEO Tips: 5 things you need to know while doing SEO on your Ecommerce Website
SEO Tips: 5 things you need to know while doing SEO: There have been some big changes on the News platform this year and the big stone by far is the recent changes in the search algorithm that was announced last month in September by the Etsy team. So what are those SEO changes and what does it mean for your handmade shop? Let's dive in SEO Update: 5 things you need to know while doing SEO on your Ecommerce Website
When it comes to Etsy SEO, one thing is for sure - it always comes with some speculations, some forum talks, Some rumors and really that's not what we want to do here. We finally have some clarity because we finally have an official statement and a brand new shiny SEO guide from the Etsy team themselves, So we're not going to speculate.
I'm not going to dive into some crazySEO strategies. I really want to take the time though with you to understand what really changed and what really is going on with Etsy SEO these days. And to do that, I want to review five very important
1. Context specific
The first one is CSR or context specific ranking. Now we knew that before September, before the announcement in September, but it's still important to understand what it is and to note that Etsy now uses a technology called CSR or context specific ranking. And in plain English it means that Etsy tracks and analyses shoppers' behaviour on the platform and that the results they will display for each shopper or for each visitor will be different.
So if you type in 'minimalist bracelet' on Etsy and I type in the same keyword on Etsy search and we compare our result pages, we take a screenshot and we compare to see what's going on, this would actually look very different.
And that's because Etsy with the CSR technology is able to know what I'm most likely to click on, what I'm most likely to like and to purchase, most importantly, purchase really. And so they are going to display different results to each of us so that we can see things that we're most likely to actually purchase.
So there is no such thing as ranking number one because everyone has a different number one result for each keyword search.
2. Focus on long tail keyword
Number two is to focus on long tail keyword. Now I want to put this graphic on the screen for a second and it's actually a graphic that is part of the Etsy SEO guide on their website. And what this represents really is the search volume on the vertical axis and the conversion rate on the horizontal axis for a given keyword.
And the part of that arrow of that graphic that's orange are long tail keywords. Long tail keywords, don't get as much volume as the general keywords, but they get a much higher conversion rate. So in plain English: people don't look for these keywords as often, but when they look for them, they're more likely to purchase and that's really what we want.
And again, that's something that we knew before the announcement that Etsy made in September, but now they've really officiated it by saying that you should focus on long tail keyword.
What is a long tail keyword?
Well,a general keyword would be, for example, 'baby gift'.
Now,a long tail keyword would be 'baby romper dinosaurs', and the reason why 'baby romper dinosaurs' is a better fit is that although not as many people are going to look for this specific keyword, people who are searching for something like 'baby romper dinosaurs' are much more likely to buy because they know exactly what they're looking for.
If you think about how someone wanting to purchase a baby gift might behave on the Etsy platform, the first thing they might type into a search as a keyword will be probably a more general broad keyword like 'babygift'.
That's when the visitor or the shopper is just really trying to find even just an idea of what to get as a baby gift.
And then they're going to see results and they're going to notice a few rompers there and may be the think,' okay, you know what? That's actually a good idea.
Let's get a baby romper' and may be they're going to start a new search with that keyword instead. And as they're browsing the results from that specific research, they start noticing a few rompers with dinosaurs on them and they're thinking,
This is what I want to get'. And then they were type in the search 'baby romper dinosaurs' and so that is a much more targeted, much more specific way to search for something to purchase on Etsy. And that's why Etsy is advising you to actually focus on those keywords because it will help you rank better and also because it will help you make more sales, which in turn will help you rank better.
So it's really a virtuous circle. So to sum up with a long tail keyword: less volume in search, but more conversion is good an you need to add long tail keywords to your listings. It's good for SEO, it's good for sales and it helps Etsy understand what it is really that your product does and what your product is so that it makes it easier for Etsy to put it in front of the right people, the people that are ready to purchase your products.
Now this is part of actually getting your listing clicked on when it shows in search because that is going to actually boost your SEO score when someone clicks on your listing because Etsy thinks,' oh, this listing is working, we want to show that a bit more'.
And we already know that to get your listing clicked on your images, and most importantly, your featured image, the main image of your listing, of your product is super important.
So I'm not going to dive into the details of how to take pictures in this article, but Etsy said something else about how to get your listing clicked on that they pay attention to and recommend you pay more attention to, and it's your titles.
Now, it's always been important for Etsy SEO but what they've said is that they recommend they'd be short and easy to read.
Now, let's break that down short.
You can use up to 140 characters for your titles, but Etsy is pretty much saying you don't need to necessarily use all of those characters for your titles. Instead, they want you to keep in mind that those titles need to be easy to read and there's two reasons for that.
The first is mobile friendliness.
Most people are now using the app to shop. So they're using their mobile, they're not using a desktop and it doesn't show the same amount of characters than on the desktop one on the website. So you want to keep that in mind in your title because mobile shoppers really area big chunk of the visitors on the platform.
The second is that you want titles that are created and written by humans for humans and not by humans for computers. And let's be honest, when you find a listing and the title is something like 'TV led TV, 4K TV, 40 inch TV, fine time gift gift for her nice TV. This isn't really human friendly.
This is a human, a shop owner that has decided to put as many keywords as possible in the title so that Etsy, the computer behind the algorithm will pick that up and score their SEO, score that listing higher. But really it is not really human friendly, and so when Etsy's saying 'short and easy to read', that's part of what they mean. You want to have a title that people feel like they can click on because it resonates with what they're looking for.
So be descriptive of what your product share, but don't start stuffing your title with keywords and trying to use absolutely those 140 characters.
The most important thing, it will get you more clicks, which will one more time help you with your SEO score for that listing.
Point number four is all about the shipping. Now this one is a touchy one and it has made a lot of makers and a lot of Etsy shop owners really quite upset. And here's what Etsy actually said: to make it easier for shoppers to find listings with competitive shipping prices, Etsy search factors shipping price into search ranking.
Reducing your shipping prices makes your items more likely to rank higher in search". If you can lower your shipping prices, it will help you rank better in the Etsy search results. There are a few things you can do here, but I won't get into the details too much because I want to stay very factual with this article rather than diving into the strategy. But very quickly here are a few things you can do.
Add the shipping to your item price, split the shipping cost between your item price and the actual shipping fee. So that you can decrease the shipping fee.
Set a minimum order amount, set a minimum order quantity, and finally only allow for free shipping to local area or local orders so that if, I'm in Australia. I want to ship for free in Australia -that's fine, but I'm not going to ship for free to the US. Because that is just too expensive and I can't recoup the cost myself.
I know it's not easy for every shop and every niche and depending on the type of products that you're selling, I know for those of you who are selling bigger, larger items, it might be complicated to actually decrease that shipping fee.
But do try to take it into consideration because not only it helps you rank better because of the algorithm change, but it also gets you more sales, which again, that virtuous circle,
more sales = better conversion rate;
better conversion rate = better SEO score.
5. Renewing items
Now it appears that renewing your item isn't quite as useful as it might have been in the past. Etsy does say in their SEO guide that items that are new or renewed get a small temporary boost.
They also say that it might not be entirely worth it. Let me read exactly what they have to say about it.
'Renewed listings get a temporary boost that can last anywhere from a few hours to a few days, depending on how often people are searching for a particular item.
This is really a nice way of saying The effort isn't really worth it compared to all the other points that" don't bother".
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