Regarding my shop stats

[vividsapphirestore]

In the last 30 days on my stats my Etsy ads are going on 35% negative yoy and also my Etsy search is going on 10% negative yoy the rest is going on positive does this mean my SEO is wrong ?

[FancyTogs]

It could be many factors, including SEO.

This is not a Shop Critique discussion thread so I won't refer to anything specific in your shop.

Every year there is more competition on Etsy and SEO is constantly evolving.

If your SEO, image quality, shop setup (policies and other info), etc are not the best then more sellers will outsell you and more sellers will rank ahead of you.

You should review everything about your shop, not just the SEO.

Lawrence (Clare's other half)

[ForeverWindingWool]

@vividsapphirestore  it could simply mean that people aren't searching for your items right now.  We are getting into a time when people are thinking about Christmas presents, not making jewelry from stones they purchase. 

I would take this time to read up on Etsy's latest suggestions for SEO and slowly work through some of your listings to see if it helps.  Any changes you make will not result in immediate sales or an upswing in views.  Changes to your titles, good or bad, mean your ranking will change for a while.

[FancyTogs]

Adding to what @ForeverWindingWool points out:

"Changes to your titles, good or bad, mean your ranking will change for a while."

We suspect that search ranking is partly based on search performance over the last 1-2 months.

When you introduce new keywords they start with no performance history, which reduces the listing's ranking initially.

Change too many keywords at once and the listing ranking can reduce significantly.

Change the SEO on too many listings in a short time and it can pull the whole shop's search performance based ranking down.

So, only change a few keywords, and only on a few listings each week.

Useful info:

https://www.etsy.com/seller-handbook/article/366469415790

https://www.etsy.com/legal/policy/search-advertisement-ranking-disclosures/899478564529

https://www.ecreativeim.com/blog/index.php/2011/11/09/understanding-the-longtail-of-keywords/

It is also worth noting that repetition of individual keywords in multiple tags is unnecessary. Etsy's search matches query phrases to individual keywords stitched together from separate tags.

Lawrence