Cheyne Little Jan 12, 2017 - wrote "Improving Etsy Search in 2017" which is now in our Etsy Sellers' Handbook . . .
https://www.etsy.com/seller-handbook/article/improving-etsy-search-in-2017/85413432226Get the scoop on search enhancements we'll be working on this year, and how your shop can benefit from them.
COMMON SENSE: Search remains a vital part of the Etsy experience for both buyers and sellers. It helps buyers find the items they’re looking for in our diverse marketplace. In fact, nearly half of all visiting members make at least one search on Etsy each month. As a result, optimizing items for search continues to be a key part of running a successful business on Etsy. When you're successful, we're successful.
" . . . nearly half of all visiting members make at least one search on Etsy each month . . . "
IN OTHER WORDS, about half (50%) of our views from shoppers comes through an Etsy Search! And, this means as far as SEO goes "Etsy Search" is our most important area for us all to understand well and make it work for us the best that we can!
. . . . .
Because search is so vital, we're committed to making continued improvements to the experience in 2017. Last year, we acquired Blackbird Technologies, a company with proprietary machine learning technology that will help us create a more relevant and personalized search experience for shoppers. In addition to integrating more of Blackbird’s technology into Etsy search this year, we’re dedicating more resources than ever to improving the search experience.
https://investors.etsy.com/phoenix.zhtml?c=253952&p=irol-newsArticle&ID=2204526Throughout the year, we’ll provide updates on these improvements and tips for making the most of them in your shop. Meanwhile, here’s a sneak peek at our main focus areas:
Helping buyers find the right items - Better tools for sellers
We’ll work on a broad range of projects to make it easier for buyers to find what they’re looking for, including getting them started with the right search terms and helping them navigate their results in meaningful ways.
• We’ll create better and easier ways for you to convey specific information about your items so that buyers can find them when searching on Etsy.
• We’ll also use the information you provide as building blocks to create new ways for buyers to filter and explore their search results.
• Regular adjustments to the core ranking algorithm will continue to be part of our work to maintain accurate and relevant results.
What to Expect
Creating a great search experience is an ongoing process, and testing out different approaches is crucial to helping us achieve our goal of connecting buyers with the right items. As we perform tests during the year, you might notice some adjustments to your search experience.
In order to ensure accurate results, we won’t announce individual tests. We'll continue to update you when we make any permanent changes to search and suggest any additional actions you can take to improve your placement in relevant search results. As an Etsy seller, you are an integral partner in helping us build the optimal search experience.
PLEASE BOOKMARK THIS LINK SINCE IT WILL BE UPDATED OFTEN IN 2017:
How Etsy Search Works
https://www.etsy.com/help/article/34234144469🎁 How Does Etsy Search Work? 🎁
When a member searches for an item on Etsy, Etsy’s search algorithm works to return the most relevant matches. Details of this algorithm change regularly so we can help buyers find what they're looking for.
[ME: Etsy's search algorithm and relevant matches is ever changing . . . this is why we best keep informed about what is happening here since 50% of our shoppers are at risk. This also applies to Google searches which have different algorithms.]
Sellers control the most important factors in Etsy Search placement.
[ME: This is key and it is our key, like the key to our shop's front and side doors. Common Sense thinking is needed on this.]
Please read on to learn what Etsy Search looks for, and what you can do to help improve how buyers find your shop.
🎁 Factors in Etsy’s Search Placement 🎁
The following factors combine to determine which items appear and the order (or placement) in which those items are displayed. Keep in mind that these factors are not equally weighted to determine the order of the results.
[ME: Yes, understand these factors are not equally weighted; yet, we must do a little common sense guessing on how the weighting applies?]
🎁 Tag and Title Relevancy 🎁 THIS IS OF HIGH IMPORTANCE FOR SURE!
First, every item in the results must match the buyer’s search word or phrase. Items that do not match a buyer’s search won’t be included in results.
[ME: What the shopper types in every word and every character is used to produce the result . . . which is where we want our listings to be!]
For example, the search “banana backpack” will only return items that match both “banana” and “backpack” in either the listing tags or titles.
[note: "banana backpack" is not the same as "banana + backpack" . . . more above this later]
Once the search algorithm finds all of the items that match the search, we also use keywords to determine the order of those results.
[KEYWORDS determine the order of these results; and, we want our listing to appear first or nearly first?]
• Exact phrase matches are stronger than matches on individual words. For example, a search for “banana backpack” would return all items with the words “banana” and “backpack” in the tags or title, but items with “banana backpack” in the title would be considered a closer match.
[Yes, the TITLE is considered a closer match.]
• If a word or phrase in a buyer’s search appears in both the title and tags of a listing, the search algorithm considers that listing more relevant than a listing with that word or phrase in the tags or title alone.
[WOW: word/phrase in both title/tags is what the search algorithm finds more relevant!]
• Words at the beginning of titles are considered more important than words at the end.
[Guess what? What is first is more important; common sense.]
🎁 Listing Quality 🎁
In an effort to show items that buyers are likely to purchase, Etsy’s search algorithm also considers how well individual items tend to do in search. We call this “listing quality.”
[Let's see here? "how well individual items tend to do in search" = "listing quality."]
If a buyer clicks, favorites, or purchases an item after they’ve seen it in search results, that action contributes to the listing’s quality score.
[IMPORTANT AND VALUABLE . . . Getting the shopper to click on the listing! On several of my listings I have an arrow pointing to "ZOOM" with a note "Click to Zoom" in the first listing photo to get the shopper to make this important first engagement click!]
Since listings at the top of results tend to receive more buyer attention than those at the bottom, Etsy’s search algorithm adjusts for the expected buyer behavior for these different locations.
[Expected buyer/shopper behavior . . . give this some common sense thinking too!]
Note: New shops and listings have a neutral quality score, which has no impact on placement.
🎁 Customer & Marketplace Experience 🎁
We want buyers to have a great experience when they purchase from a seller on Etsy. Because of this, we consider a shop’s record of customer service and whether it’s in good standing according to Etsy’s policies.
[IMPORTANT to common sense thinking here!]
Great reviews, completed About section, and completed shop policies can all help your placement in search. Using the shop policies template will also slightly improve your placement (FAQs and seller details are not factored). However, recent cases and past intellectual property infringement issues can have a negative effect. New shops have a neutral score, which has no impact on placement.
[IMPORTANT . . . with the exception of FAQs and seller details the quality of the seller's reputation is vital! Yet, perhaps clarifying FAQs and seller details may become more relevant in 2017? We will wait and see.]
🎁 Recency 🎁
To keep search results fresh for frequent shoppers, Etsy’s search algorithm reviews how recently an item was listed or relisted.
[For a later common sense study it will be good to do some common sense thinking about "recency of listing/relisting" . . . ]
🎁 Shop Location 🎁
Many buyers in certain countries, like the UK, Australia, France, and Germany, have told us that they like purchasing from sellers based in their own countries because they find it to be more convenient and less expensive.
[SHIPPING TIME AND SHIPPING COST AND SHIPPING DELIVERY . . . from my research shipping from the USA to other countries via USPS International and other carriers is more expensive than shipping into the USA; yet, International shipping is always significantly higher than domestic (same country) shipping.]
In order to make local items slightly more prominent in search results in these specific countries, we take the location of the shop and the shopper into account. Searches made within other countries do not take shop location into account for search results.
🎁 Shop Diversity 🎁
Buyers on Etsy are looking to explore a marketplace of unique items. In order to meet this expectation, Etsy’s search algorithm works to show results from a variety of shops, when available.
[ME: from my study I find without using promotional ads that only 1 listing per shop per page in results for the most part.]
🎁 Improving the Search Factors in Your Shop 🎁
The steps you take in listing your items and maintaining your shop are the most important factors in getting your items found through search on Etsy.
["If it is to me, it's up to me." --- Denis Waitely]
🎁 🎁 🎁 Review Your Tags and Titles 🎁 🎁 🎁
• This article explains how to best utilize your tags.
https://www.etsy.com/help/article/69• Read about choosing the best titles for your items here.
https://www.etsy.com/help/article/188🎁 Encourage Shopper Interaction 🎁
• List your items with clear item photographs that invite a closer look.
[ME: 1st listing photo is most important for shopper engagement!]
• Use the cropping tool so your item thumbnail is correctly formatted.
• Price can be a factor in whether a shopper clicks on your item. Avoid pricing items too low or too high for your target shopper. If you'd like to get more advice on how to price your items, see the article How to Price Like a Pro.
https://www.etsy.com/seller-handbook/article/how-to-price-like-a-pro/22603777434🎁 Provide a Positive Customer Experience 🎁
Taking these steps will help ensure that your customers have a positive experience and are encouraged to leave a great review.
[Reviews will be reviewed at a later time.]
• Complete your shipping profiles to accurately represent processing times to your buyers. Be sure to mark orders as shipped to help buyers know when to expect their items.
[ME: The sale is not complete until the buyer has the item and is satified.]
• Make sure your About section is complete. Read more about telling your story.
https://www.etsy.com/seller-handbook/article/how-to-craft-a-killer-about-section/22636178725• Fill out your shop policies and use the template to give buyers helpful information about your shop.
https://www.etsy.com/help/article/38745785811• Take steps to communicate with past buyers and swiftly resolve open cases.
[ME: Be more proactive in your communication by talking 100% responsibility when both sending and receiving messages!]
This article has more tips for providing great customer service.
https://www.etsy.com/help/article/4520🎁 Active Marketing 🎁
"Active Marketing" is all about doing the above well and being proactive in continously impoving too!
Thank you,
Mike