Search Engine Optimization (SEO) for Shop and Listing Pages

Search Engine Optimization (SEO) is a powerful process that can help improve the visibility of your shop and item listings in search engine results for sites like Google, Bing, and Yahoo, as well as Etsy search.  

The ultimate goal of a search engine is to help a person find what they’re looking for, but SEO can seem complicated. Search engines frequently tweak what and how results come up in a search. There isn't a way to promise that your shop will appear at the top of a search engine results page. However, there are some best practices that you can use to help improve your shop's SEO.

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The types of SEO on Etsy

There are two primary types of SEO on Etsy that you should know about: 

  • Etsy SEO: This refers to searches on Learn more in our Ultimate Guide to Etsy Search.
  • Google SEO: This refers to searches on Google. 

While other search engines are used around the world, Google is the biggest by far. Optimizing for Google searches can unlock another audience of potential buyers who may be interested in the items you’re selling. 

In this article, we’ll focus on ways to improve your Google SEO. 

How to get started

Before optimizing your shop and listing pages for Google, here are two things to consider: 

Think about what makes your product great

Offering something unique, interesting, and desirable is the first step in drawing in shoppers. Take a look at the items in your shop and consider what makes your shop and items different from everyone else's. This will come in handy as you write your shop and item descriptions.  

Learn how to create an amazing listing page. 

Think about keywords

A critical step in improving your shop's SEO is to find the best possible words to describe your shop and your items. Think like a shopper: What words would you search when looking for your products or shop? The exercise of selecting keywords is also helpful when you choose tags for your item listings, which help your items get found on Etsy search.

Get more tips about choosing keywords.

How to optimize Etsy shop pages

Four important SEO elements for your shop pages are your title, description, images and video, and policies. 

Your shop title appears under your shop name on your shop homepage. It can be up to 55 characters.

Use your shop title to briefly describe your shop and the items you sell. This can help Google better understand what kinds of products your shop sells. 

Your shop description appears beneath your shop name on your homepage. Use it to  highlight your experience and share your story. Go in depth about your background, creative process, and years of experience. Google likes to see your expertise and trustworthiness as a seller, and it’s important for potential buyers too. 

To edit your shop description:

  1. Go to Shop Manager, then select your shop name under Sales Channels
  2. Select Edit shop.
  3. Select Edit next to the text beneath your shop name and enter your new description. 
  4. Save your changes

Add images and video to your shop. You can add a video and up to 5 images in the Aboutsection. Consider highlighting your workspace, process, or range of products. 

Fill out as many details as possible in the shop policies section. Include information about your shipping, payment options, returns, and exchanges. This isn’t just for SEO—shoppers will consider your return and exchange policies when looking to buy a product. 

How to optimize Etsy listings

Four important SEO elements for your listing pages are your item title, description, images, and video. Learn how to add details to your listing. 

Below we'll explain why these elements are important and how you can make the best of them.

Your item title is used to create the page title for your listing page. Search engines only show the first 50 to 60 characters for a page title, so put the most important keywords first.  

Clearly describe your item at the beginning of the item title. Your title should sound natural, and a buyer who sees the title on Google should quickly be able to read and understand it. 

Use keywords you think a shopper may search, but avoid repeating the same phrases over and over again. This could be construed as keyword stuffing, which is when a page is loaded with keywords to manipulate a site’s ranking. Keyword stuffing may have a negative effect on your listing page performance in Google.

Search engines look at a page's full content. Be sure to describe your item well, providing detailed information about the item. 

Clearly describe your item in the first sentence of your description. A person should be able to read the first sentence and know exactly what you’re selling. Use keywords that you think shoppers will search to find your items.

Then, go in depth describing your item. Include information about the variations you sell (like materials or colors), personalization options, and more. Highlight what makes your product unique and describe its main selling points. 

Think: What would you want to know if you were considering buying the item? Provide information that answers those questions.

Images are extremely important in Google search. People use Google Images to find products, and high-quality images can also entice a user to click on your listing page. 

Add multiple product images, showing different variations of your item or ways to use it. Learn how to take great listing photos. 

Don’t forget to add descriptive alt text, or alternative text, for each image. Alt text helps describe images for people with visual impairment, and it’s also important for SEO. Accurate alt text helps Google better understand what’s in an image, which may also help your page appear in image-based searches.

When writing alt text, clearly and accurately describe what’s in the photo. Consider including information like color, texture, and material. 

You can add alt text to a listings image by hovering over the photo, then clicking on the pencil icon.

Add a video to each listing, if possible. Not only are videos a great way to bring your products to life, but they could increase your visibility in Google. These videos may also appear in the Google Video search tab.

Learn how to add details to a listing. 

Search engines like to show results that are relevant and interesting. The number and quality of backlinks (also known as “in-bound links”) to a page can show Google that it contains helpful, interesting content. 

You want people to be writing about your shop and listings online, as well as linking to your Etsy pages. This helps search engines know that people are interested in your content.

Consider linking to your Etsy shop from your website, personal blog, or social media pages, but avoid buying link placements. Working with third-party agencies to buy and build links may affect your Google rankings negatively.  

Be sure to check out the Seller Handbook to learn more about SEO


Where to learn more about SEO on Etsy

If you have more questions about how to improve your shop's SEO:

This article is not sponsored or endorsed by Google. Google and other marks mentioned in this article are trademarks of their respective owners. This information provides an overview for educational purposes only, and is subject to change over time. It is not intended to create, and receipt of it does not constitute, a consultant or independent contractor relationship. The authors, Etsy, Inc. and Etsy Ireland UC disclaim all responsibility for any and all losses, damages, or causes of action that may arise or be connected with the use of or reliance on these materials.

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