Liz,
SEO is simply Search Engine Optimization or in plain English writing titles that contain keywords and phrases that will help a buyer find what you are selling.
So as far as SEO goes, the first place to start is the shop title and announcement as these are the 2 key pieces of information that Google picks up on. You are selling 'Custom Pillows and more' but don't elaborate in the title what that 'more is'. And you have no shop announcement.
On your individual listings, if you are selling a pillow you need to make sure that you include the word 'pillow' in the title. If you are selling a pillow cover you need to say that as well. And it never hurts to include the phrase 'made to order' in the title on those items that are.
If your sales aren't what you want them to be, maybe its time to review your marketing campaign? What are you doing to reach your target customer? Remember that Etsy provides you with the store front only but its up to you to bring in your own buyers.
It never hurts to review your marketing strategy every couple of months to see what's working and what's not.
