Esty Shop Optimization Focus Group - Day 1

[TwentyandUnder]

Hi Team! Before we get started...

1. You can see the format and timing for today's workshop here:
https://www.etsy.com/teams/15782/etsy-meet-n-tweet/discuss/13432955/page/1

2. Regarding keywords, with the exception of Jan, I want you all to set aside what you currently consider your keywords--they were much too broad for getting found in search engines as they were more like categories or headings. However, Jan, there is still room to work on yours as well. So, let's all see where today's research and analysis takes us!

Today's Participants:
1. Jan Purves from cardsbymormorjan
2. Tori Jackson from SecretScentSociete
3. Kathy Jones from KKJJewelry4You
4. Randi from LovelyLikeTheSun
5. Miss Tan from MissTanDesigns

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STEP ONE: Know What You’re Really Selling

Keywords depend on what you’re selling and the terms customers are most likely to use to find items like yours. Before trying to figure out the best keywords for your shop, determine exactly what you’re selling.

This might seem like a no-brainer (hello, I make knit hats!); however, many sellers have a product, but still don’t know exactly what they are selling. The ins and outs of your product can make a huge difference in the keywords you later choose for SEO.

Using knit hats as an example. A knit hat is a knit hat? Nope: not when you’re trying to be an SEO superstar. The knit hats likely come in different sizes--for men, women and kids. And different colors, textures, yarn types and varied thickness. Knit hats can be offered in different styles--cloche, newsboy, pixie, etc… PLUS, knit hats can offer an experience, not just warmth i.e. a trendy style accessory or a statement piece. Or maybe offer the memory of bundling up as a child and running out to throw snowballs with the neighborhood kids.

Get down to the nitty-gritty of what you’re really selling by considering all the details and options your products provide; then make a list. Write it all out and you have a perfect starting point for finding the perfect keywords.

ASSIGNMENT: Complete as quickly as you can so that we will have time to discuss your list before moving on to Step Two at Noon.

1. Make a list of all the details related to your products. Include variables like size, colors, demographic or genre, uses, feel, texture, trend, can it be customized or personalized?

Use the questions and suggestions in these article as a guide:

www.etsy.com/blog/en/2007/guidelines-tips-tagging-on-etsy/
www.etsy.com/blog/en/2009/seller-how-to-tag-o-rama-with-descriptive-keywords/

Also, on your list be sure to include any feature(s) of your products you feel your customers might be PASSIONATE about? ie all natural, organic, genuine...

2. Please post your list below.


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Special Note: I adapted much of the wording for this post from the following article:
http://outright.com/blog/the-ultimate-guide-to-seo-for-your-etsy-shop/

[Former_Member]

Length
color
clasp style
brand name (Swarovski)
earring style

Most items are customizable

[cardsbymormorjan]

Ok here is a list of details which could relate to some or all of my products. there are quite a few as I produce artwork depicting a variety of subjects but here goes:
Size: small square format card, postcard size card
Demographic: men women uni-sex?
Colours: rose pink, chestnut, white, charcoal, cobalt blue, cerulean blue, magenta, periwinkle, etc, etc
Genre: traditional, colourful, delicate, earthy, nostalgic, still life, floral, fine art romantic, personalized (coming soon!) landscape, seascape
Uses: Christmas, birthday, get well, thank you, love you, invitation, stocking filler, notelet, note card, greetings card, art card, fine art card, sympathy, thinking of you.
Feel: textured/hammered white card mounted with image reproduced on white matte photo paper.
trend: original, fresh, unique, one off, traditional,

not sure I have put the correct words in the appropriate lists but I have had a go! would love to have feed back about whether these are note cards, notelets, greetings cards or art cards or all of the above!

thanks!

[Former_Member]

Wow Jan that is alot...make my list look very tiny

[Former_Member]

product: pink and cream layered candle. vanilla. rose. orange.

materials: soy wax. glass. cotton wick. essential oils. fragrance oils

interest: natural. fragrance. candle. white. highly scented. bespoke. perfume. luxurious. long burn time. clean burn. eco friendly. feminine. glamorous. gift. valentines day. special occasion. romantic. Christmas. birthday. sexy. zesty. sweet. creamy. citrus. delicious. giftbox. homeware. interior. room fragrance. home accessories. plant wax. beautiful

for: women. girlfriend. wife.

Thanks in advance! :)

[TwentyandUnder]

Hi Kathy! yes your list is lite! :D

here are few things i noticed looking around your shop...

pearls
crystals
classic
bridal
romantic
sterling silver

but there is still much more to list...back to work :)

[MissTanDesigns]

Since I sell different product groups, I going to combine my findings without writing a large post.

Products: Artwork imposed on different products, i.e. greeting cards, art, posters, printable, diy, jewelry

Sizes: standard card sizes, standard art print sizes, 1 inch jewelry, regular scrabble piece size

Style: modern, simple, digital, handmade, printed

Demographic: women, men, unisex

Uses: gift giving, framed art, wall hangings, kitchen decor, room decor, collections, printables, downloads, invitations, tags, office, unframed art

Feel: smooth card stock, glossy cover stock

Trend: modern, romantic, funny, digital

Custom: Artwork can be customized by color.

One thing that I must say is I always have a hard time in being objective when looking at my shop. An objectionable eye is always helpful.

[cardsbymormorjan]

I just limited myself to my cards and left out the paintings and prints.

[Former_Member]

I want thinking of the variations and not the materials...will work on it more in a bit.

[TwentyandUnder]

Awesome job Jan! Would like to see you also add to your list

1. some of most trending subject matters...ie flowers (not just floral), Poppy, birds

2. your art style - watercolor

Also, let's include some attributes for your original artwork and prints. We'll need this info to optimize you shop title, announcement and sections.

Re whether your card are notelets, note cards, greeting cards...could be all of the above so let's not rule anything out just yet.

[Former_Member]

Good morning! I hope it's okay that I'm just going to list all the words I can think of, but not separate them into categories:

dainty, dangle, long, simple, sweet, custom color, shabby chic, bohemian, romantic, classic, elegant, rock and mineral, wire wrapped, beaded, bridal, wedding, gift, crystal, swarovski, 14k gold filled, sterling silver, , trendy, pastel, handmade, jewelry

[Former_Member]

I thought of a few more maybe??

Lace, wire, polished, women, bracelets, necklaces, earrings

[Former_Member]

awareness ribbon
beadframe
birthstone
box
bracelets
brand name (Swarovski)
butterflies
cane glass
charms
Christmas
Christmas Tree
clasp style
color
dangle
earring style
earrings
gift packaging
gold plated
handmade
heart
icicle
jade
Length
lobster claw
locket
magnetic
matching items
necklace
pearls
silver plated
snowflake
snowman
star
teardrop
toggle
wedding
wreath


ok, I added a few

[TwentyandUnder]

Great job Tori!! However, I think you have more to work with just from looking at your product descriptions...i.e.

biodegradeable
non toxic
glass container
custom scents
custom colors
personalized service

also the oz?

and the most popular/likely searched scents...lavender, tuberose...

and what about bridal gifts, honeymoon...or use in gift basket or high end party favor?

Also, let's include some attributes from your skincare products...these will be important for optimizing your shop title, announcement and sections.

[Former_Member]

Haha Kathy, I love all the ones you added.

[TwentyandUnder]

Kathy! Now we're really cooking. You've got a a great list of materials with some uses...now to add more uses, genres, feels, demographics ie

bridal
elegant
gifts for moms/daughters/grandmothers
feminine
dainty
beaded
chunky

you will need these terms for when we move on to our search for key words.

[cardsbymormorjan]

ok here we go again!

trending: flowers, buds, blossom, bloom, poppies, freesia, birds, sheep, landscape, seascape. family heirlooms, still life, tulips, grape hyacinths, primroses, fruit, vegetables, kitchen art, cyclamen, forgetmenots, sunset, daffodils, fish, camels, cherries,roses, violas, lavatera, woodland, forests, sunrise, snowdrops, hellebores, poinsetta, holly, christmas baubles sea holly, streptocarpus, Chilean glory flower shall I go on???

style: watercolour, acrylic, mixed media, pastel and soon, oils!

original paintings and giclee prints in square/landscape/portrait format

planning to add a personalized wedding invitation watch this space!

[cardsbymormorjan]

all of the attributes listed above apply to both cards, original paintings and giclee prints.

[BonnieLouLane]

I copied the key words from ONE of my note cards, an image of two yellow roses from my painting, "Celebration" when I was the artist drawing in the window, New Year's Eve 2011, in downtown Winchester, VA. The key words for the color, of course, change with the card:


Paper Goods
Cards
Blank
greeting cards
rose
rose note cards
yellow rose cards
rose greeting cards
yellow rose notes
yellow roses
roses greeting cards
yellow rose drawing
yellow rose fine art
rose blank cards
rose fine art
art cards

[TwentyandUnder]

Miss Tan! Great job! Although I feel there is more to add.

There's this dichotomy in your shop:

modern, simple, clean vs flashy, jazzy, ornate
classic, traditional, vs trendy, avant garde, sassy, edgy
homemaker, married with kids vs single, diva!

This will matter more when we move onto the Focus Group on Branding

but for now..i think it would be good to separate things a bit

JEWELRY - some attributes here - materials, demographics, style, feel ie
retro? (some of the art)
kids?
women, mom daughter, gran

CARDS - more specific uses, occasions, genre and demographics

WALL - let's add the actual size(s) and feel? ie inspirational

[TwentyandUnder]

Randi Great job! You hit upon a number of areas! I would just like to add a few more key material. I noticed you use a number of gemstones. Also make sure you add things like gold chain as used in your bracelets and earrings.

Also, Randi and Kathy,

you two should look to each others list for anything you might have overlooked and add to your list before we move on to Step Two - Finding Your Keywords

[MissTanDesigns]

Thanks Clarissa,

Thanks for the insight. I have notebooks full of all that information. Do we start the next process now?

[TwentyandUnder · Accepted solution]

Step Two: Finding your Keywords

Now that you have a better handle on what you are selling, it’s time to extract your keywords for which you will optimize your shop.

SECOND ASSIGNMENT:

PART ONE....

Grab the list you made of all the attributes and details of your products. Consider which words shoppers are likely to use to look for products like yours.

Type 2-3 word phrases into the Etsy Search Bar, (knit hat, mens hat, brown knit hat, chunky knit hat). The results are the terms used by shoppers.

Make a new list from the suggestions generated via the search bar. Choose those that best fit your product and have a good chance of driving traffic to your store.


Examples...
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for instance TORI - you would type - soy candle, soy wax, candle gift, gift candle, scented (add to your list) candle, wedding candle...along with other combinations from your list.

Randi & Kathy - you would type phases like - bridal jewelry, bridal earrings, swarovski earring, christmas earrings, pink earrings and other combinations from you list

Miss Tan - focusing on your wall art you would type - wall art, digital wall art, modern wall art and for you cards, humorous christmas cards, humorous adult cards, custom note cards, traditional christmas cards, personalized note cards (im adding that because in my research personalized cards have shown to the cash cows for the long hual along with tags for holidays.)

Jan - for you...combinations like flowers, watercolor, wildlife, bird all combined with note cards - as one and two words, along with greeting cards as well as blank card set
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PART TWO...it's time to test your potential keywords

Using your list of potential keywords you’re going to perform searches again in the Etsy search window and in the result you are going to

1. Focus on the products that are a lot like your products - come very close but don't split hairs

2. Identify which shops selling products similar to yours are your true competition...they are the one you want to go neck and neck with. (convo me the names...so we don't break in forum rules)

Note: ONLY FOCUS on shop who are SUCCESSFULLY selling items LIKE YOURS. To see this you have to click onto to their sold items and change the page view from grid to list (click below to see image)

https://img1.etsystatic.com/042/0/29132399/icm_fullxfull.33289755_ghy5v2q3b7cwckw0s4co.jpg

The goal of this exercise is for you to find the hot spots for your shop in terms of keyword. The hot spots are going to along side shops that are successfully selling products almost identical to what your selling as close as you can find.

...again without splitting hairs and by that i mean if your packaging is nicer and theirs is just okay...but they are selling like the dickens!

Recap: You will post 1.) your new list of potential keywords along with 2) convo me the the names of 1-3 shops that are your competition and who you should appear along side in search results. Because that's the goal of Step Three: Using Your Key Words.

let me know if you need help with the second part - we can do some examples together.

[TwentyandUnder]

Let's work on this from now til 4 and the last two hours will be spent on Step Three which should take less time than Step Two.

[cardsbymormorjan]

https://www.etsy.com/shop/BurashiArt?ref=shop_sugg
https://www.etsy.com/shop/ARTbyTRUDI?ref=shop_sugg
https://www.etsy.com/shop/wandazuchowskischick?ref=af_you_favshop

have to do the key words later as have to go out now.
thanks