Etsy SEO: A Practical Guide to Titles and Tags
"SEO" can sound technical, but on a marketplace it comes down to one question: when a shopper types a search, does your listing contain the words that describe what they want? This guide explains how to choose and place those words in your titles and tags, using methods any seller can follow without paid tools.
How marketplace search works
Marketplace search has two stages. First, the search engine finds listings that match the shopper's words, using your title, tags, categories and attributes. Then it ranks the matches, using signals such as how relevant the listing looks, how shoppers have responded to it, the quality of your listing and shop, and the shopper's own context. Etsy does not publish its exact ranking formula, and anyone who claims to know a secret trick is guessing. What you can control is easy to state: match the right searches accurately, and make your listing attractive enough that shoppers click and buy.
Start with buyer language
Before you write anything, list the phrases a buyer might type to find your item. Ask yourself:
- What is it? "leather crossbody bag", "silver hoop earrings", "soy candle"
- What is it made of? "full grain leather", "sterling silver", "beeswax"
- Who is it for? "gift for her", "gift for dad", "teacher gift"
- What is the occasion? "anniversary gift", "bridesmaid gift", "Christmas gift"
- What style is it? "boho", "minimalist", "western", "vintage style"
- How is it used? "work bag", "travel jewelry box", "everyday purse"
Type the start of each phrase into the marketplace search bar and note the suggestions that appear. They show what real shoppers commonly search for. Look at a few well-reviewed listings for similar items and see which phrases they use, but write your own wording.
Writing the title
Etsy titles can be up to 140 characters long, but long is not automatically better. Search results, especially on mobile, show only the beginning of a title, so start with the clearest description of the item. Then add one or two other important phrases, for example the material or a gift angle. Write for a person reading quickly:
Weak: "Beautiful Amazing Unique Bag Bag Purse Tote Leather Gift Gift"
Better: "Leather Tote Bag for Women, Large Handmade Shoulder Bag, Work Tote with Zip Pocket"
The better version says what the item is, who it is for and a useful feature, and it does not repeat words. Keep within the common character rules: start with a letter or number, use %, :, & and + no more than once each, and keep ALL CAPS words to three or fewer. Our title and tag checker flags these problems automatically.
Choosing all 13 tags
Etsy gives you 13 tags of up to 20 characters each. Treat every tag as a separate search phrase that could bring the right buyer. Some guidelines:
- Use all 13. An empty tag slot is a search you cannot appear in.
- Use phrases, not single words. "leather tote bag" matches more precisely than "leather" on its own.
- Mix broad and specific. Combine popular phrases such as "tote bag" with specific ones such as "cowhide tote bag". Specific searches have fewer results and often bring shoppers who are ready to buy.
- Cover different angles. Spread your tags across type, material, style, recipient, occasion and use, rather than writing 13 versions of the same phrase.
- Stay accurate. Do not tag "vintage" on something new, or "gold" on something gold-colored. Mismatched visitors rarely buy, and misleading listings can break marketplace rules.
- Stay within 20 characters. If a phrase is too long, shorten it: "gifts for girlfriend" fits exactly, while "christmas gift for girlfriend" does not.
Don't forget categories and attributes
Categories and attributes (color, material, occasion, style and so on) also help your listing match searches and filters. Choose the most specific category that fits and fill in every attribute that is true. Attributes are a free way to tell the search engine more about your item, and they save tag space for other phrases.
The description still matters
Shoppers read the opening lines of your description to decide whether to keep reading. Open with a clear sentence that repeats the main phrase naturally and gives the most important facts: size, material and what makes the item useful. Then give the details buyers ask about, such as dimensions, care, personalization options and processing time. Write for people. Repeating keywords makes descriptions hard to read and does not help.
Photos and click-through
Ranking depends partly on how shoppers respond, so the first photo is part of your SEO. A sharp, well-lit image that shows the whole item clearly gets more clicks than a dark or cluttered one. Add descriptive alt text to your photos as well. It helps shoppers who use screen readers, and it describes the image in words. See our alt text guide.
Measure and adjust
Search changes slowly, so give changes a few weeks before you judge them. In your shop statistics, look at which search terms bring visits and which listings get views but no sales. When a phrase brings visitors who buy, use it on related listings. When a listing gets views but no favorites or sales, look at the photos, price and shipping before you change the tags again. Change one or two things at a time, so you know what made the difference.
Checklist
- Title starts with what the item is, in the words buyers use
- No repeated words or keyword stuffing in the title
- All 13 tags used, each 20 characters or fewer, all accurate
- Tags cover type, material, style, recipient, occasion and use
- Most specific category chosen and all relevant attributes filled in
- Clear first photo and descriptive alt text on every image
- Description opens with the key facts
Check your title and tags in seconds with the free Etsy title and tag checker.
This guide is general information for sellers and is not financial, tax or legal advice. Marketplace rules and fees change, so always confirm in your own seller account. DailyToolLab is not affiliated with Etsy Inc., Shopify Inc. or eBay Inc.