Are you relevant to your Etsy target audience?

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Are you relevant to your Etsy target audience on Yarn Obsession

Are you relevant to your Etsy target audience?

“How am I going to be found?”; “I hate this new search, my shop views have dropped dramatically!”; “ I used to get tons of views, now I’m lucky if I get 10 in a day.” These and other comments got me to thinking about how the relevancy search implemented by Etsy affected my shop. So, I took a look at my stats. Was I relevant to my Etsy target audience? Wouldn’t you know it. . . mine has changed too, I now have MORE item views than before and I am being found more often! How can that be?

The answer is that your products are now found by “Relevancy” to the search string and not by “Recentcy” (if that’s a word, how recently you posted your item). Basically, those who were able to list and re-list many times in a day were always at the top of the search and therefore always found during searches; Now, those of us who are not able to post as often can be found because our items are relevant to the search string.

I used to hate doing searches on Etsy because so many irrelevant items we shown. Now, when I put in a string, I see items exactly relevant to what I’m looking for. That makes me happy. So I’ve looked at my Yarn Obsession shop, run a few searches and studied some other shops to figure out a few things that will help those who want to be relevant to their audience on Etsy!

Step #1: Categories

If you don’t know where your item fits, contact Etsy, however, you should really think about what categories you’d like your item to show up so that as you build upon the story you tell about your piece it becomes relevant to the audience search.

Answer the questions: what is your item? What is it made of? What does it do? Etc. This is where the “story” of you item begins. In this example the item is an accessory which is a scarf which is crocheted. It’s up to you in which order you’d like to put these up, but getting that information in is what’s important.

Step #2: Item Title & Description

Continue your story here. Make sure the first few words of your title are the most relevant, or the keywords you definitely want to be found under when  search is conducted, then add descriptive words or your own creativity to help tell the story. The more cohesive your story, the more relevant your item will be to any searches run looking for it. As in SEO, make sure to use certain key words in your description making the piece more relevant.

In this example words from the categories are again used in the title and the description. This reinforces the story you’re telling so when someone searches for the keywords you’ve used, you’re more likely to be pulled up on the first pages. When writing your titles, forget that you’re a shop owner, and write like you were a shopper running a search. That is the best way to come up with the best title and description for your particular item.

 

Step #3: Recipients & Tags

Recipients and tags are the final area to pay particular attention to, especially the tags. Once you’ve taken the time to write the title and description, sign the story with the tags. Pull out the most relevant keywords to your item here and reinforce them by repetition. If you’ve used the word “scarf” in the categories, then again in the title and description, go ahead and use it as a tag it completes the story circle and reinforces your item description.

If you want your item considered for a particular group, then select them in the recipient area, however, if your item can be used for more than one person, let’s say women and teens, I would leave that area blank and play up the description and tags.

This is a very preliminary view of how to get your items relevant, but I can tell you that this particular scarf went from some way down page, to being on page two when searching for a “crochet red scarf”. The use of color in your description and title is great for being found.

Most people are looking for particular items, being found in those particular searches makes it better for the shopping experience and for the seller. If, however, you would still like to be found by recentcy, it’s still possible. The audience has a choice of searching for the most recently listed items.

 

Personally, I’d rather be found by people actually looking for items similar to the one I have to offer, rather than a crap shoot of timing!