Increasing Relevency on Etsy

 

This post is tied into the Zetsy analytics tool but gives a more detailed look at tags and titles and how to use them to increase relevency.

Listed below are impact statements for increasing search relevancy on Etsy.  The impact of many of these statements below can be observed using the top tags output of the Zetsy Analytics tool.   The Zetsy Analytics tool was first implemented in the September 2013 version nad has been improved and increased since that time.  The tool is designed to provide useful information based on these impact statements.

(1) Have the exact phrase  in your title AND on a tag. Both places. You need to choose descriptive keywords for your titles and very important in placing the strongest words first
(2) A tag phrase is generally better than having the terms as separate tags.   Go through each tag and see if there is a better, more search-friendly alternative for the tag.   Zetsy can help in this by giving relevant tags and phrases.
(3) Recency of listing/renewal (this is most evident in the largest searches)
(4) Title composition – sometimes moving the phrases around in a title can have a dramatic impact on your relevancy ranking; other times it has no impact.
(5) “Shopper search behavior in aggregate” – what people do with the listings when searching & browsing Etsy features.   Shopper search behaviour in aggregate” (a direct quote from Etsy admin) is mainly clicks & hearts from the search & other areas of Etsy. Please note the impact of these views fades over time; i.e., a click from the search this week is worth more than clicks you got two months ago. I did a test on that.

At this time, we know (because admin has said so, & because I have also tested this where possible) that relevancy is NOT based on:
• Descriptions
• Materials
• Attributes (style, occasion etc.)
• Tag order
• Number of listings in a shop
• Number of hearts or views the item or the shop has in general
• Searcher location or any other personalized search elements
• Repeating a word in the title or in the tags more than once
• Listing categories
• Punctuation – this does not affect Etsy relevancy at all
• Single word tags (they do NOT make you more relevant for a single word search)

Entering keywords into the search bar at the top of the page  will give you suggested searches – these are searches that real people have done on Etsy, & they are also useful because sometimes buyers will simply select the suggestion rather than typing their own query. These are phrases you want to use.   While Etsy does not tell us how often each term is searched on Etsy, the Zetsy analytics tool WILL tell you.

with Etsy relevancy as words that appear at the beginning of your title are given more weight  & “Exact word pairs are given more weight”!   “Put the most descriptive words at the front of your titles and tags”.
This information has been pulled from several places on the Etsy site.  References include the following:

etsy.app.box.com/s/wn778l32ztm9pararbl5

https://www.etsy.com/teams/10713/etsy-relevancy-seo-and-stats/discuss/12499020

www.etsy.com/teams/7718/questions/discuss/8755739/page/1?post_id=95…

New Feature: Tag Analytics

Since September 2013 Zetsy has allowed increasing features in the area of tag analytics.   Increasing your shops relevancy is the topic of another post (relevancy post here).  This tool allows you type in a search term and find out aspects of how listings are ranked by the Etsy search feature.  A quick video of the Oct 2014 versions is shown below.   After that we will go through the features in detail of what you saw in the short video.

When you click on the Tag tool the screen below is displayed.   To gather data, type in the search term in the entry box at the top and click <Show Top Tags>.  The Listing size is whether the first 100, 200, or 300 listings are searched.  What is displayed in the grid are the tags, shops, and creation dates in their ranking order.  The orders of the tags, shops, and creation dates are separate, despite the appearance across the rows.  In other words there is no relationship between a given tag, shop, or creation date.  To the right of the tag is the number of listings with this tag.  To the right of the shop name is the number of listings this shop has in  the top (100, 200, or 300) listings along with the number of listings that shop has.   To the right of the creation date is the number of listings with that date.   On the right hand side with the latest versions the TagUse column is shown.  Checking this allows one to load these tags into the tag batch editor Of Zetsy,   You no longer have to remember the tags to use.   Choose the tags you wish to use and click the button <Load Selected to Tag Addition>.   This will load the tags and switch you to the tag batch editing feature (see this blog topic for a description of the tag editing functions.

 

 

The usefulness of the tag analytics function is immediately seen.  You can see from this that renewing DOES make a difference, at least for this search term.  For instance the top ranked creation date is Oct 13, followed by Oct 12, and 11.  Under these circumstances, if your shop is way down in the list, selective renewing of listings would be recommended.  Remember that Zetsy can make that easier as well by using a auto renew function.

The order of the listings gives clues on what other related tags might be useful.  For instance adding the tag “personalized” might be a method of increasing your shops ranking.

It may not be obvious why or how a specific shop ranks high.  The tag tool makes it easy.  Right click on the shops name and you will be directed to that shop in your browser.  The left grid gives information about each of the shops.  As with most of the information in Zetsy, hovering over the column name ot button will give information of what your looking at.   The List Uptime is not obvious but is a useful piece of information.  This gives the DAYS of the average listings that were found in the top search function.   Generally, but not always, this tends to be small number.  This is followed by the total number of listings for that shop.  So the top shop has 7 of its 289 listings in the top 200 search results.  These 7 listings together have a total of 133,000 views and over 10,000 favorites.   This shop has power in the rankings and its obvious why.  I’m convinced that the recent number of view and favorites have a say in the search outcome, but it is just a hunch after looking at this data for a very long time.

 

In this example one can also see how changing the search term makes a difference.  This is in the next display grid, below.  Typing in leopard christmas tree skirt, changes everything.  Our shop now jumps to the top and the creation date (renew) becomes considerably less important.  This may be why there is such differences in opinion of whether relisting helps.  For “uncrowded” areas it does not, but for “crowded” area it will.

 

We will continue to work on expanding this feature.