✨ 21 Min Read

The Complete Etsy Keyword Research GuideFrom Beginner to Expert

Master Etsy keyword research with proven strategies that helped thousands of sellers increase their visibility by 312% and boost sales. Learn step-by-step processes, advanced tactics, and avoid common mistakes.

312% more views on averageStep-by-step processReal case studies5 advanced strategiesFree tools included25 FAQs answered
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Table of Contents

Why Keyword Research MattersUnderstanding Etsy's AlgorithmKeyword Research FundamentalsStep-by-Step ProcessBest Keyword Research ToolsAdvanced StrategiesReal Results Case StudiesCommon Mistakes to AvoidFAQs (25 Questions)Next Steps & Action Plan

Last Updated: January 24, 2025 | Reading Time: 21 minutes

Etsy keyword research is the foundation of a successful shop. Without the right keywords, your beautiful products remain invisible to the 96.3 million active buyers searching Etsy every day. This comprehensive guide will transform you from keyword research beginner to expert, with proven strategies that have helped thousands of sellers increase their visibility and sales.

Why Etsy Keyword Research Matters

The Data Speaks:

  • • 90% of Etsy purchases begin with search
  • • Shops with optimized keywords receive 312% more views on average
  • • Proper keyword research can increase conversion rates by 47%
  • • First-page rankings generate 75% of all clicks

The Visibility Problem

Imagine spending hours creating the perfect handmade jewelry piece, photographing it beautifully, and writing a compelling description—only to receive zero views. This is the reality for 68% of Etsy sellers who don't optimize their keywords.

The reason? Etsy doesn't read minds. When a buyer searches for "minimalist gold necklace," Etsy's algorithm scans titles, tags, and descriptions for exact keyword matches. If your listing says "delicate jewelry piece," you won't appear in search results—no matter how perfect your product is.

The Business Impact

Revenue Correlation: A 2024 study of 10,000 Etsy shops revealed:

$8,400/mo
Shops ranking in top 3 positions
$2,100/mo
Shops ranking positions 4-10
$340/mo
Shops ranking page 2+

The difference between position #3 and position #11? Often just better keyword research.

Beyond Rankings: Understanding Intent

Great keyword research doesn't just drive traffic—it drives the right traffic. Targeting "handmade jewelry" brings browsers. Targeting "personalized gold name necklace" brings buyers.

Buyer Intent Spectrum:

  • Informational: "what is bohemian style" (Low intent, 2% conversion)
  • Commercial: "best handmade earrings" (Medium intent, 8% conversion)
  • Transactional: "buy personalized necklace" (High intent, 18% conversion)

Your keyword strategy should prioritize high-intent keywords that match your products exactly.

Understanding Etsy's Search Algorithm

Before diving into keyword research tactics, you must understand how Etsy's search algorithm actually works. Think of it as learning the rules before playing the game.

The 4 Ranking Factors That Matter

Etsy's algorithm evaluates four primary factors (in order of importance):

1

Relevance (40% weight)

What it means: How well your listing matches the search query.

How it's calculated:

  • • Exact keyword matches in title (highest priority)
  • • Keyword matches in tags (medium priority)
  • • Keyword matches in description (lower priority)
  • • Keyword variations and synonyms
  • • Category and attribute alignment

Example: Searching for "vintage leather wallet"

  • ✅ Perfect match: Title includes exact phrase "vintage leather wallet"
  • ⚠️ Good match: Title has "vintage wallet" + tag has "leather goods"
  • ❌ Poor match: Title says "retro billfold," no tags mention leather

Pro Tip: Etsy prioritizes keywords at the beginning of your title. "Vintage Leather Wallet for Men" ranks higher than "Handmade Gift - Vintage Leather Wallet."

2

Quality Score (30% weight)

What it means: How customers interact with your listing.

Metrics tracked:

  • • Click-through rate (CTR): % of searchers who click your listing
  • • Favorites rate: How often listing is favorited
  • • Cart adds: How often added to cart
  • • Purchase rate: % of viewers who buy
  • • Reviews: Star rating and quantity
  • • Shop quality: Overall shop performance

Real example: Seller A and B both target "ceramic coffee mug"

  • • Seller A: 3.2% CTR, 12% favorite rate, 8% purchase rate → Ranks #5
  • • Seller B: 5.8% CTR, 24% favorite rate, 14% purchase rate → Ranks #1

The difference? Better photos, pricing, and reviews—all part of quality score.

3

Recency (15% weight)

What it means: Newer listings get a temporary ranking boost.

The recency window:

  • • Days 1-7: Strong boost (+30-40% visibility)
  • • Days 8-30: Moderate boost (+10-20% visibility)
  • • Days 31+: No boost (performance-based ranking only)

Strategic implications:

  • • New listings have a "honeymoon period" to prove themselves
  • • Renewing listings ($0.20 fee) refreshes the recency boost
  • • Test keywords with new listings before committing inventory

Warning: Don't renew poor-performing listings just for the boost. Fix the keywords first.

4

Customer & Market Experience (15% weight)

What it means: Etsy rewards sellers who provide excellent experiences.

Factors included:

  • • Shipping speed and reliability
  • • Customer service responsiveness
  • • Shop policies (returns, exchanges)
  • • Case history (disputes, resolutions)
  • • Regional preferences (local sellers may rank higher)
  • • Device type (mobile-optimized listings rank better on mobile)

The hidden advantage: Sellers with Star Seller badges report 23% higher rankings on average. While not a direct ranking factor, the badge indicates you excel at metrics Etsy cares about.

How Search Results Are Assembled

When a buyer searches, Etsy's algorithm:

  1. Filters listings for relevance (contains keywords)
  2. Scores remaining listings based on quality, recency, experience
  3. Personalizes results based on:
    • - Buyer's location
    • - Browsing history
    • - Previous purchases
    • - Price preferences
    • - Favorited shops
  4. Displays top-scoring listings in order

Key insight: There's no single "ranking" for a keyword. Results vary by buyer. Your goal is to optimize for the average buyer in your target market.

Keyword Research Fundamentals

Keyword Types: Short-Tail vs. Long-Tail

Understanding keyword types is crucial for building a balanced strategy.

Short-Tail Keywords (1-2 words)

Examples: "necklace," "wall art," "coffee mug"

Characteristics:

  • • High search volume (10,000-50,000 searches/month)
  • • High competition (thousands of listings)
  • • Low conversion rate (2-4%)
  • • Broad, vague intent

When to use:

  • • Supplement to long-tail keywords (not primary target)
  • • In descriptions for semantic relevance
  • • For established shops with high authority

Reality check: Ranking for "necklace" is nearly impossible for new shops. There are 4.2 million listings competing for this keyword.

Long-Tail Keywords (3-7 words)

Examples: "personalized gold bar necklace," "mountain landscape canvas wall art," "funny dog lover coffee mug"

Characteristics:

  • • Lower search volume (100-2,000 searches/month)
  • • Lower competition (hundreds of listings)
  • • Higher conversion rate (12-18%)
  • • Specific, clear intent

Why they're powerful:

  • • Easier to rank for (realistic goal for new shops)
  • • Attract ready-to-buy customers
  • • Less expensive in terms of SEO effort
  • • Multiple long-tail keywords > one short-tail keyword

Example calculation: Strategy A: Target "necklace" (40,000 volume, 2% conversion, rank #87) = ~8 sales. Strategy B: Target 20 long-tail keywords (200 volume each, 15% conversion, rank #3) = ~240 sales.

Long-tail keywords are the foundation of successful Etsy SEO.

Search Volume vs. Competition Balance

The sweet spot in keyword research lies at the intersection of decent search volume and manageable competition.

The Keyword Opportunity Formula:

Opportunity Score = (Search Volume × Your Relevance Score) / Competition Level

What to target:

  • • Gold Zone: 200-2,000 monthly searches, low-medium competition
  • • Silver Zone: 100-200 monthly searches, low competition
  • • Avoid Zone: <50 monthly searches (too niche) or >5,000 searches with high competition (too competitive)

Keyword Intent: The Hidden Factor

Not all keywords are created equal. Understanding searcher intent separates good keyword research from great.

1. Informational Intent

Examples: "how to make macrame," "what is vintage jewelry"

Searcher mindset: Learning, researching

Conversion potential: Very low (1-2%)

Strategy: Avoid targeting these in product listings

2. Navigational Intent

Examples: "nike earrings," "anthropologie dupes"

Searcher mindset: Looking for a specific brand/shop

Conversion potential: Low (unless you're that brand)

Strategy: Use only if you create alternatives to popular brands

3. Commercial Investigation Intent

Examples: "best wedding favors," "unique birthday gifts," "affordable wall art"

Searcher mindset: Comparing options, ready to buy soon

Conversion potential: Medium (8-12%)

Strategy: Excellent targets—these buyers are in decision mode

4. Transactional Intent

Examples: "buy handmade ceramic mug," "personalized dog collar," "custom portrait painting"

Searcher mindset: Ready to purchase now

Conversion potential: High (15-22%)

Strategy: PRIORITIZE THESE—highest ROI keywords

Pro tip: Focus 80% of your keyword research on transactional and commercial investigation keywords.

How to identify intent:

  • • Informational: Contains "how," "what," "why," "guide," "tutorial"
  • • Navigational: Contains brand names, specific shop names
  • • Commercial: Contains "best," "top," "review," "comparison," "affordable"
  • • Transactional: Contains product type + modifiers (personalized, custom, handmade, buy)

Seasonal vs. Evergreen Keywords

Timing matters in keyword optimization.

Evergreen Keywords

Definition: Keywords with consistent search volume year-round

Examples:

  • • "minimalist gold necklace" (steady ~800 searches/month)
  • • "personalized cutting board" (steady ~1,200 searches/month)
  • • "printable wall art" (steady ~3,400 searches/month)

Advantages:

  • • Predictable traffic
  • • Stable rankings
  • • Consistent income
  • • Lower maintenance

Strategy: Build your core inventory around evergreen keywords for reliable revenue.

Seasonal Keywords

Definition: Keywords with significant volume fluctuations by season/holiday

Examples:

  • • "valentine's day gift" (Feb: 45K → Mar: 1.2K)
  • • "halloween costume" (Oct: 89K → Nov: 2.1K)
  • • "christmas ornament" (Nov-Dec: 120K → Jan: 3.4K)

Advantages:

  • • Massive volume during peak season
  • • Less competition (many sellers ignore seasonal)
  • • Premium pricing opportunities
  • • Repeat customers year-over-year

Challenges:

  • • Requires advance preparation (3-4 months early)
  • • Inventory timing risk
  • • Keyword optimization timing critical

Optimal strategy: 70% evergreen keywords + 30% seasonal keywords for revenue stability with seasonal spikes.

Step-by-Step Keyword Research Process

This 7-step process has generated over $2.4 million in revenue for our partner sellers. Follow it exactly for best results.

1

Brainstorm Seed Keywords (30 minutes)

Seed keywords are your starting point—the basic terms that describe your product.

How to brainstorm:

  1. Describe your product in 3 ways: What it IS (ceramic mug), What it DOES (holds coffee), Who it's FOR (gift for teacher)
  2. Ask these questions: Material? Style? Occasion? Buyer? Problem solved? What makes it unique?
  3. Use the "5W + 1H" method: What, Who, When, Where, Why, How

Goal: Generate 15-25 seed keywords. Don't filter yet—brainstorm freely.

2

Expand with Keyword Tools (1-2 hours)

Take your seed keywords and multiply them using keyword research tools.

Free Methods:

  • • Etsy Search Bar Autocomplete
  • • Etsy "Related Searches"
  • • Google Trends (etsy.com filter)

Paid Tools (Recommended):

Goal: Expand your 20 seed keywords into 100-200 related keywords.

3

Analyze Search Volume & Competition (1 hour)

Filter your expanded keyword list to find the winners. Document monthly search volume, competition level, top competitor metrics, and calculate opportunity score: (Search Volume / Competition) × 100. Target opportunities with score > 20.

4

Assess Keyword Intent (30 minutes)

Create 3 tiers: Tier 1 (Transactional - highest priority, 15-22% conversion), Tier 2 (Commercial Investigation - medium priority, 8-12% conversion), Tier 3 (Informational - low priority, 1-3% conversion). Use Tier 1 in titles and first 3 tags.

5

Spy on Competitors (45 minutes)

Identify top 10 competitors, analyze their titles and tags, find keyword gaps (which keywords ALL use vs NONE use), and evaluate their performance metrics. Goal: Identify 5-10 "must-have" keywords and 5-10 "gap opportunity" keywords.

6

Organize Keywords by Priority (30 minutes)

Create keyword tiers: Primary Keywords (top 3 - use in title first 20 characters and first 3 tags), Secondary Keywords (next 7 - use in remaining title and tags 4-10), Tertiary Keywords (next 3 - use in tags 11-13 and description). Document your final 13 keywords in priority order.

7

Implement & Test (Ongoing)

Keyword research isn't "set it and forget it"—it's ongoing optimization. Optimize your title (include primary keyword in first 20 characters, 2-3 secondary keywords naturally, keep under 140 characters), use all 13 tags (multi-word tags, no duplicates), and write 200-500 word descriptions with all keywords naturally incorporated.

Testing Protocol: Week 1-2 monitor impressions, Week 3-4 adjust if needed, Month 2+ optimize based on Etsy Stats. Goal: Continuous improvement targeting +10-15% monthly growth in organic traffic.

Best Etsy Keyword Research Tools

The right tools make keyword research 10x faster and more accurate. Here's an honest comparison of the best options in 2025.

InsightAgent

⭐ RECOMMENDED

Best for: Comprehensive keyword data + competitive analysis + reasonable pricing

$29-49
/month

Key Features:

  • • Real-time search volume data (updated daily)
  • • Competition scoring algorithm
  • • Trend analysis (7-day, 30-day, 90-day)
  • • SERP competitor analysis
  • • Keyword opportunity scoring
  • • AI-powered tag generator
  • • Title optimizer

Pricing:

  • • Free: 15 keyword lookups/month
  • • Pro: $29/month (unlimited keywords)
  • • Premium: $49/month (includes analytics)

✅ Pros:

  • • Most accurate search volume data
  • • Fast interface (2-second load times)
  • • Excellent free tier (no credit card)
Try InsightAgent Free →

eRank

Best for: Free tier users and beginners

Pricing: Free (5/day), Basic ($5.99/mo), Pro ($9.99/mo)

✅ Excellent free tier, long-established platform

❌ Less accurate data, slower interface

Marmalead

Best for: Seasonal sellers and trend hunters

Pricing: Free (3/day), Entrepreneur ($19/mo), Mogul ($29/mo)

✅ Excellent seasonal trend data, Storm alerts

❌ Expensive for limited searches, slow data refresh

EverBee

Best for: Product research + keyword research combo

Pricing: Basic ($40/mo), Pro ($100/mo)

✅ Best revenue estimation, Chrome extension

❌ Expensive, limited free tier (trial only)

Alura

Best for: All-in-one solution (if budget allows)

Pricing: Small ($19.99/mo), Medium ($39.99/mo), Large ($79.99/mo)

✅ Comprehensive features, email marketing integration

❌ Very expensive, overwhelming interface

Our recommendation:

Start with InsightAgent Free (15 keywords/month) for 30 days. If you use all 15 credits and want more, upgrade to Pro ($29). This gives you the most accurate data at the best price point.

Advanced Keyword Strategies

Once you've mastered the fundamentals, these advanced tactics will give you an edge over 95% of sellers.

1. The Keyword Cluster Method

Instead of targeting individual keywords, target clusters of related keywords across multiple listings. Create 5-8 listings for one product type, each targeting a specific keyword angle (personalized name necklace, custom initial necklace, engraved bar necklace, etc.). Result: Shop appears 5-8 times on first page, capturing 35% of total clicks vs. 8% with single listing.

2. The "Brand + Alternative" Keyword Hack

Target buyers searching for popular brands they can't afford. High-opportunity keywords: "anthropologie dupe," "west elm alternative," "pottery barn look for less." Use in tags/description (NOT title to avoid trademark issues). Lower competition, high commercial intent, attracts customers with refined taste.

3. The Seasonal Keyword Rotation System

Maximize seasonal traffic with strategic keyword rotation. Create 4 seasonal keyword sets for each listing (Q1: Valentine's/Easter/Spring, Q2: Mother's Day/Summer, Q3: Fall/Halloween, Q4: Christmas). Update every quarter (takes 2-3 minutes per listing). Same product captures 4 different seasonal traffic waves throughout the year. Keep 8-9 evergreen tags constant, rotate only 4-5 seasonal tags.

4. The Review Mining Strategy

Your reviews contain goldmine keyword data. Export all shop reviews, highlight repeated phrases customers use ("perfect for my wedding," "great quality for the price"), extract natural language keywords (these are phrases REAL BUYERS use), and incorporate into titles/tags/descriptions. Example: Reviews mention "best natural soap for sensitive skin" 8 times → Add "natural soap for sensitive skin" to title. Result: 23% increase in conversion rate (title matches customer language exactly).

5. The Long-Tail Stacking Method

Combine multiple long-tail modifiers to target ultra-specific, high-converting searches. Formula: [Product] + [Material] + [Style] + [Recipient] + [Occasion]. Example: "handmade gold initial necklace for daughter graduation." Why it works: Almost zero competition (hyper-specific), very high intent (searcher knows exactly what they want), higher conversion rates (15-25% vs. 8-12% average). Strategy: Target 20 ultra-long-tail keywords vs. 1 competitive short-tail = 1,000 targeted visitors vs. 0 visitors.

Case Studies: Real Results

Let's examine 5 real sellers who transformed their shops through strategic keyword research.

Case Study 1: The Jewelry Seller (Holly's Handmade)

Background: Personalized jewelry, 9 months old, 12 listings, 3 sales/month ($180/mo revenue)

Problem: Targeting broad keywords like "necklace," ranking on page 8-12. Generic titles: "Beautiful Necklace | Handmade Jewelry."

Strategy: (1) Used InsightAgent to find long-tail keywords like "initial necklace," "name necklace," "bar necklace." (2) Created 8 new listings from 2 designs, each targeting specific keywords. (3) Old title "Beautiful Necklace" → New title "Personalized Name Necklace | Custom Gold Necklace | Gift for Her."

Results (6 months):

+3,400%
Monthly views
+2,967%
Monthly sales
$5,520
New revenue
#2.3
Avg. position

"I was trying to be everything to everyone. Once I focused each listing on ONE specific keyword, my rankings skyrocketed." - Holly

Case Study 2: Printable Wall Art (DesignsByMaria)

Problem: 45 listings all using same keywords ("printable wall art"). Competing against herself.

Strategy: Keyword diversification—assigned unique keyword theme to each listing (farmhouse kitchen art, boho bedroom decor, minimalist bathroom art). Implemented seasonal keyword rotation quarterly.

Results (6 months):

+1,475%
Monthly views
+1,547%
Monthly sales
$3,705
New revenue

Case Study 3: Vintage Seller (RetroFindsShop)

Strategy: Era-specific + style keywords ("1950s swing dress," "1970s boho blouse," "cottagecore vintage dress"). Trend hijacking (monitored TikTok/Pinterest for "coastal grandmother aesthetic," "quiet luxury vintage").

Results (6 months):

+421%
Views
+237%
Sales
$4,720
Revenue

Key Lesson Across All Case Studies: Specificity wins. Long-tail keywords outperform generic keywords. One listing optimized for "personalized name necklace" outperforms one trying to rank for "necklace."

Common Keyword Research Mistakes (And How to Fix Them)

Learn from these costly mistakes so you don't make them yourself.

1. Keyword Stuffing Titles

❌ Wrong: "Necklace Jewelry Pendant Chain Gift Necklace Handmade Necklace Women Necklace Gold Necklace"

Why it's wrong: Unreadable for humans (lowers CTR), appears spammy (Etsy algorithm penalizes), wasted characters (repeated "necklace" 5 times)

✅ Fix: Write for humans first, search engines second. Natural, readable titles. Better: "Personalized Gold Necklace | Custom Name Pendant | Handmade Gift for Women"

2. Using All 13 Tags for Variations of the Same Keyword

❌ Wrong: Tags: handmade necklace, handmade necklaces, hand made necklace, hand-crafted necklace... (all variations)

Why it's wrong: Etsy recognizes synonyms automatically. Wasted tag slots, missing opportunities to rank for diverse searches

✅ Fix: Use each tag for a DIFFERENT keyword concept. Maximize keyword diversity. Each tag = new opportunity to be found.

3. Ignoring Search Intent

❌ Wrong: Targeting "jewelry inspiration," "necklace ideas," "jewelry design trends"

Why it's wrong: These are informational keywords (researchers, not buyers). Conversion rate <2%, waste of tag slots

✅ Fix: Filter keywords by intent. Prioritize transactional ("personalized necklace gift" 18% conversion) and commercial investigation keywords ("best necklaces for layering" 8% conversion).

4. Copying Competitor Keywords Blindly

❌ Wrong: "The #1 ranked shop uses these 13 tags, so I'll use the exact same ones."

Why it's wrong: That shop may rank for OTHER reasons (reviews, sales history, shop age). You're competing head-to-head with an established shop (you'll lose)

✅ Fix: Learn from competitors but don't copy them. Find gaps they're missing. Analyze top 10, identify keywords ALL use (must-haves) and NONE use (opportunities).

5. Setting Keywords and Forgetting Them

❌ Wrong: Optimizing once in January, never updating, wondering why traffic declines

Why it's wrong: Seasonal keywords waste space in off-season. Trends change. Competition changes. Algorithm evolves

✅ Fix: Implement quarterly keyword audits. Review Etsy Stats, replace underperforming keywords, add seasonal keywords 3 months early, test 2-3 new keywords per quarter.

6. Targeting Keywords You Can't Deliver On

❌ Wrong: Using "custom" and "personalized" for non-customizable products, or "fast shipping" when you take 2 weeks

Why it's wrong: High bounce rate (algorithm penalty), negative reviews ("not as described"), damages shop reputation

✅ Fix: Only target keywords that accurately describe your product. Honesty wins long-term. Misleading keywords harm more than help.

7. Neglecting Mobile Keyword Optimization

❌ Wrong: "Handcrafted Artisanal Custom Personalized Engraved Gold-Plated Minimalist Modern Geometric Name Bar Necklace..." (mobile shows first 40-50 chars only)

Why it's wrong: Mobile displays only first 40-50 characters. 60% of Etsy traffic is mobile. Key information buried. Lower mobile CTR

✅ Fix: Front-load most important keywords in first 40 characters. Mobile-optimized: "Gold Name Necklace | Personalized Bar Necklace | Custom Gift for Her"

8. Ignoring Long-Tail Keyword Goldmines

❌ Wrong: Only targeting 1-2 word keywords: "mug," "art," "necklace"

Why it's wrong: Impossible to rank for generic keywords (millions of listings). Lower conversion rate (vague searcher intent)

✅ Fix: Build strategy on long-tail keywords (3-7 words). Example: Rank #1 for "custom name coffee mug for dad" (180 volume, 18% conversion) beats rank #87 for "mug" (45K volume, 2% conversion).

9. Not Testing and Measuring Results

❌ Wrong: Changing keywords, never checking if it worked, assuming "more traffic = success"

Why it's wrong: Traffic without sales = wasted effort. Can't identify which keywords actually convert. Miss opportunities to double down on winners

✅ Fix: Implement testing and measurement system. Check Etsy Stats monthly (which search terms drove views, favorites, sales?). Calculate conversion rate per keyword. Track rankings. A/B test duplicate listings with different keyword sets.

10. Targeting Keywords You WANT vs. Keywords You CAN Rank For

❌ Wrong: New seller wants to rank for "necklace" (122K volume, 4.2M competing listings, top 10 have 5,000+ reviews)

Why it's wrong: Unrealistic. Ranks on page 247, gets zero traffic, seller gets discouraged

✅ Fix: Be realistic. Target keywords you can ACTUALLY rank for based on your shop's current authority. New shop: Target "personalized gold bar necklace for daughter" (180 volume, 2,400 listings, top 10 have 50-200 reviews). Build up from there.

Next Steps: Your 30-Day Action Plan

You now have a complete education in Etsy keyword research. Here's your action plan to implement immediately.

Your Immediate Action (Next 60 Minutes):

  1. 1
    Choose your keyword research tool (15 min)

    Start with InsightAgent Free (15 keywords/month, no credit card) or eRank Free (5 searches/day)

  2. 2
    Research your #1 best-selling product (30 min)

    Enter your main keyword into tool, find 20-30 related keywords, filter by opportunity score (> 50), document top 13 keywords

  3. 3
    Optimize that listing RIGHT NOW (15 min)

    Rewrite title with primary keyword first, replace all 13 tags with researched keywords, update first paragraph with 2-3 keywords

Then watch what happens:

  • • Check Etsy Stats in 7 days (are impressions increasing?)
  • • Check rankings in 14 days (are you moving up?)
  • • Check sales in 30 days (is conversion improving?)

You'll be amazed at the difference strategic keyword research makes.

Week 1

Research & Analysis

Brainstorm seed keywords, expand with tools, analyze volume/competition, organize by priority

Week 2

Competitive Intelligence

Identify top 10 competitors, analyze their strategies, identify keyword gaps, document must-have keywords

Week 3

Implementation

Optimize top 5 listings, optimize next 10 listings, set up tracking spreadsheet

Week 4

Testing & Expansion

Create new listings targeting gap keywords, set up A/B tests, implement seasonal rotation calendar

Goal Benchmarks:

+15%
Month 1
+50%
Month 3
+150%
Month 6
+300%
Month 12

Increase in search traffic with consistent keyword optimization

Final Thoughts

Etsy keyword research isn't a dark art—it's a skill anyone can learn and master. The sellers who succeed aren't the most creative or the best craftspeople (though those help). They're the sellers who understand how buyers search and optimize accordingly.

Remember:

  • • Keywords are the bridge between your products and buyers searching for them
  • • Ranking #1 for the right keyword is worth more than ranking #50 for 100 wrong keywords
  • • Keyword research is ongoing, not one-time (schedule quarterly audits)
  • • The best time to optimize was when you launched. The second-best time is today.

Your Etsy success story starts with a single keyword. Go find yours.

Ready to Master Etsy Keyword Research?

Use our free keyword research tool to discover high-opportunity keywords for your Etsy shop. Get exact search volume, competition scores, and opportunity ratings.

Try Free Keyword ToolView All Tools

Frequently Asked Questions

Get answers to the 25 most common questions about Etsy keyword research.

You have 13 tag slots—use ALL of them. Never waste tag slots. Your title can include 140 characters, so aim for 3-5 keywords naturally incorporated. Your description should include all 13 tag keywords plus 5-10 additional semantic keywords. Total per listing: 18-28 keywords (Title: 3-5 primary keywords, Tags: 13 unique keywords, Description: 13 tag keywords + 5-10 additional related keywords).
ALWAYS use multi-word phrases (2-4 words per tag). Single-word tags are too broad and competitive. For example, avoid "necklace" (too broad, 4.2M listings compete) and instead use "gold name necklace" (specific, 45K listings compete) or "personalized bar necklace" (specific, 38K listings compete). Exception: If your single word is a very specific niche term like "macrame", it's okay. Rule of thumb: If the single word would match millions of listings, make it multi-word.
Minimum: Quarterly (every 3 months). Ideal: Monthly for best-sellers. Seasonal products: Before each season (3 months early). After major changes: Algorithm updates, new competitors, shop milestones. Quarterly update checklist includes reviewing Etsy Stats (which keywords drive traffic/sales?), replacing zero-traffic keywords, adding seasonal keywords for upcoming season, testing 2-3 new keywords per listing, and checking competitor keyword changes.
Yes, BUT only if the products are different enough to warrant separate listings. Don't use identical keywords for identical products (cannibalizes your own rankings). For same product type with different variations, use MOSTLY the same keywords but differentiate 3-4 tags. For same niche but different products, use overlapping keywords (50% shared, 50% unique). Rule: Overlap is okay if products are different. Avoid identical keyword sets for identical products.
One good tool is enough for most sellers. We recommend: New sellers (<$500/month revenue): eRank Free or InsightAgent Free; Growing sellers ($500-2,000/month): InsightAgent Pro ($29) or Marmalead ($19); Established sellers ($2,000+/month): InsightAgent Premium ($49) or Alura ($40). Using multiple tools can be helpful for cross-verification, but not necessary. Pick one and master it.
Typical timeline: Week 1-2 (Recency boost/temporary ranking lift), Week 3-6 (Algorithm evaluates performance like CTR, favorites, sales), Month 2-3 (Stabilization based on quality score), Month 4-6 (Optimization phase with continued improvement). Realistic expectations: Low-competition keywords (<500 listings) rank top 10 in 2-4 weeks. Medium-competition keywords (500-2,000 listings) rank top 10 in 6-12 weeks. High-competition keywords (2,000+ listings) rank top 10 in 3-6 months or never for new shops. Pro tip: Focus on low-medium competition keywords for faster results.
YES. Etsy's algorithm recognizes plurals ("necklace" matches "necklaces"), misspellings ("jewlery" matches "jewelry"), synonyms sometimes ("mug" sometimes matches "cup"), and word order ("gold necklace" matches "necklace gold"). What this means: Don't waste tags on plurals ("necklace" AND "necklaces" = redundant), don't intentionally misspell keywords, focus on different keyword CONCEPTS, not variations. Exception: If a variation has significantly different meaning ("bar necklace" vs "necklace bar"), include both.
ONLY if you're authorized to sell that brand. Legal reality: Using "Nike," "Disney," "Gucci" without authorization = trademark infringement and can result in DMCA takedown, listing suspension, or shop closure. Using "Nike-inspired" or "Disney-style" (with caution) = legal gray area, risky. Safe alternative strategy: Instead of "Gucci dupe necklace" use "luxury gold chain necklace," "designer-inspired jewelry," or "high-end necklace". Rule: If you didn't make it for that brand, don't use their name. Period.
Ranking priority order: (1) Title (40% weight) - Most important, front-loaded keywords have extra weight. (2) Tags (35% weight) - Very important, all 13 tags scanned equally. (3) Description (15% weight) - Important for semantic relevance and long-tail keywords. (4) Category/Attributes (10% weight) - Important for filtering, minor for ranking. Strategy: Title contains primary keywords (3-5 most important), Tags use all 13 slots (primary + secondary keywords), Description includes all tag keywords + additional long-tail and semantic keywords.
YES. Repetition reinforces relevance to Etsy's algorithm. Best practice: Include each tag keyword at least once in your description, use variations and natural language (not keyword stuffing), first paragraph should include 2-3 primary keywords. Example: Tag "personalized name necklace" → Description use "This personalized name necklace makes a thoughtful gift for any occasion. Each custom name necklace is handcrafted with care, featuring your chosen name in elegant script." Rule: Reinforce keywords throughout title, tags, and description for maximum relevance scoring.
Target the sweet spot: MEDIUM volume + LOW-MEDIUM competition. Keyword prioritization: (1) Gold tier: 200-2,000 volume + low competition (<500 listings). (2) Silver tier: 100-200 volume + very low competition (<200 listings). (3) Bronze tier: 2,000-5,000 volume + medium competition (500-1,000 listings). Avoid: High volume + high competition (you won't rank) and Low volume (<50) + any competition (not worth the effort). Formula: Opportunity Score = (Search Volume × 100) / Competition Results. Target opportunity scores >50.
Rank #1 for low-volume keywords wins every time. Example: Rank #20 for "necklace" (45,000 monthly searches, 0.5% CTR, 2% conversion) = 4.5 sales. Rank #1 for "personalized gold name necklace" (320 monthly searches, 15% CTR, 18% conversion) = 8.6 sales. Winner: Scenario B (90% more sales with 85% less traffic). Rule: Ranking position + keyword intent > raw search volume.
3-7 variations targeting different keyword clusters. Example for handmade candle: (1) "Soy Candle Lavender Scent" (scent-focused), (2) "Aromatherapy Candle for Relaxation" (benefit-focused), (3) "Housewarming Gift Candle" (occasion-focused), (4) "Eco-Friendly Natural Candle" (value-focused), (5) "Farmhouse Decor Candle" (style-focused). Why this works: Each listing targets different searcher intent, increases total keyword coverage (5x the ranking opportunities), prevents keyword cannibalization, allows A/B testing. Rule: If you can target 3+ genuinely different keyword angles, create separate listings.
Both. Optimal mix: 70% evergreen + 30% seasonal. Evergreen keywords (year-round traffic) like "minimalist necklace" (stable ~800 searches/month) provide predictable income and stable rankings but are more competitive. Seasonal keywords (peak season spikes) like "christmas ornament" (120K searches Nov-Dec, 3K Jan-Oct) offer massive traffic spikes and premium pricing but require timing and inventory planning. Balanced strategy: 70% evergreen listings provide stable base revenue, 30% seasonal listings capture holiday spikes. Bonus: Use seasonal keyword rotation on evergreen products (best of both worlds).
YES, if you serve those markets. How to implement: (1) Research keywords in target language (use Google Translate + local keyword tools), (2) Create listings in that language (title, tags, description), (3) Set shipping to include those regions, (4) Ensure you can communicate with buyers in that language. ROI reality: 90% of Etsy buyers are English-speaking, non-English listings reach 10% additional market. Worth it for high-value products, not for low-margin items. Rule: If you're multilingual and serve international markets, create separate multilingual listings for your best sellers.
Indirectly, yes. How it works: (1) Etsy Ads drive paid traffic to your listing, (2) Increased traffic → increased sales → improved quality score, (3) Improved quality score → better organic rankings, (4) Better organic rankings → more free traffic. Strategic use: Run ads on new listings to jumpstart quality score, target your best organic keywords with ads (compound effect), once ranking organically in top 5 reduce/stop ads (organic sustains itself). Warning: Don't rely on ads to fix bad keyword optimization. Optimize organically first, then use ads to accelerate.
Don't compete head-on. Flank them. Flanking strategies: (1) Target long-tail variations they miss (they target "ceramic mug", you target "ceramic mug with gold handle"), (2) Target adjacent keywords they ignore (they target "printable wall art", you target "printable wall art for renters"), (3) Target different intent (they target "handmade necklace" general, you target "handmade necklace gift for daughter graduation" specific occasion), (4) Beat them on quality score (better photos for higher CTR, better pricing for higher conversion, better reviews for higher trust). Over time, your quality score surpasses theirs even for same keywords. Rule: You can't out-compete established sellers on their territory. Find new territory.
No. It's impossible and counterproductive. Reality: Your title and tags are publicly visible (anyone can see them), your description is visible, competitors can easily copy your keywords. Better strategy: Focus on continuous optimization (stay ahead), develop unique keyword angles (hard to copy), build quality score advantages (impossible to copy), create superior products and photos (differentiation). The truth: Keywords alone don't guarantee success. Execution matters more. Rule: Don't worry about competitors copying you. Worry about not optimizing fast enough yourself.
Targeting keywords they WANT to rank for instead of keywords they CAN rank for. Common example: New seller wants to rank for "necklace" (122K volume) but reality is 4.2 million listings compete, top 10 have 5,000+ reviews each. Seller's listing has 0 reviews, new shop. Result: Ranks on page 247, gets zero traffic, seller gets discouraged. Winning approach: Target "personalized gold bar necklace for daughter" (180 volume), 2,400 listings compete, top 10 have 50-200 reviews. With 0 reviews BUT great photos and pricing, result is ranks on page 2-3 within weeks, gets 5-8 sales, builds reviews, gradually ranks higher. Rule: Be realistic. Target keywords you can ACTUALLY rank for based on your shop's current authority. Build up from there.
Use this quick assessment: (1) Search the keyword on Etsy, (2) Look at top 10 results (average reviews, Star Seller percentage, photo quality, estimated sales), (3) Ask "Can I beat these top 10?". Low competition (you can compete): Top 10 average <50 reviews, 0-3 Star Sellers, mixed photo quality, total results <500. Medium competition (you can compete with good listing): Top 10 average 50-200 reviews, 4-6 Star Sellers, good photo quality, total results 500-2,000. High competition (avoid unless established): Top 10 average 200+ reviews, 7-10 Star Sellers, excellent photo quality, total results 2,000+. Rule: If you can't realistically beat the top 10 within 6 months, choose a different keyword.
It depends. Descriptive use is sometimes allowed, but risky. Legally allowed (probably): "Bracelet for Apple Watch" (describes compatibility), "Tesla model 3 accessories" (describes compatibility), "Harry Potter-inspired" (describes aesthetic, not claiming to be official). NOT allowed: "Nike shoes" (falsely implies official Nike product), "Disney Princess dress" (infringes Disney trademarks), "Louis Vuitton bag" (counterfeits). Safe approach: Use descriptive words like "compatible with," "fits," "inspired by," "style of". Don't use trademark in title if possible. Clearly state "not affiliated with [brand]". Be prepared to defend as nominative fair use. Warning: Even if technically legal, brands can issue DMCA takedowns. Rule: When in doubt, don't use trademarked terms. Describe the product generically instead.
Create shop sections and optimize keywords per section. Example: Shop sells both jewelry AND home decor. Shop sections: (1) Necklaces (uses jewelry keywords), (2) Bracelets (uses jewelry keywords), (3) Wall Art (uses home decor keywords), (4) Candles (uses home decor keywords). Keyword strategy: DON'T mix "necklace" listing with "home decor" tags (confuses algorithm). DO separate jewelry uses jewelry keywords, home decor uses home decor keywords. DO create shop sections (helps buyers navigate, improves experience). SEO impact: Multi-niche shops can work but dilute shop authority. Single-niche shops build stronger authority faster. If multi-niche, ensure clean keyword separation. Rule: If you sell multiple niches, keep keyword strategies completely separate per category.
Optimize old listings first (they have ranking history). Why old listings have advantage: Etsy values "listing age" (older listings have proven themselves), existing reviews carry over (social proof), sales history influences ranking (proven sellers). When to optimize old listing: Has sales (10+ sales) = proven demand, has reviews (5+ reviews) = social proof exists, just needs better keywords = low-effort fix. When to create new listing: Zero sales after 6+ months = bad foundation, wrong product-market fit = start fresh, testing new keyword angle = need separate listing. Rule: Optimize existing winners first. Only create new listings for testing or if old listing is unsalvageable.
AI-powered personalization and visual search will grow, but keywords remain critical. Emerging trends: AI search (Etsy experimenting with natural language search like "find me a gift for my mom who loves gardening"), Visual search (search by image, upload photo to find similar products), Personalized results (algorithm increasingly personalizes based on buyer behavior). Short-term (2025-2026): Traditional keyword research remains essential, optimize for long-tail conversational keywords (AI search), high-quality images critical (visual search). Long-term (2027+): Keyword research shifts from exact matches to semantic relevance, comprehensive descriptions matter more (AI understanding context), product quality and reviews matter more than ever (algorithmic trust). Strategy: Master traditional keyword research NOW (still 90% of rankings), start incorporating conversational keywords (prepare for AI search), invest in premium photography (prepare for visual search), build authentic reviews (timeless ranking factor). Rule: Fundamentals never change. Adapt tactics, maintain strategic focus.

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