The Truth About Etsy SEO: What Matters (and What Doesn’t)

Let’s get straight to the point: if your Etsy shop isn’t getting views, clicks or sales, the platform isn’t broken — your strategy is.

There’s a common narrative floating around in small biz spaces that “Etsy is against small sellers” or “Etsy just doesn’t work anymore.” But let’s be honest — most of that hate is coming from new sellers who don’t actually understand how to use the platform properly.

Etsy isn’t your enemy. It’s a search engine. And like any search engine, if you don’t know how to optimise your listings, you won’t get found — simple as that.

So here’s the honest truth about what really matters in 2025, and how you can start your own business and gain traction without relying on expensive ads, trendy AI tools, or gimmicky SEO hacks.

What if you’re doing everything right and your product still isn’t selling?
Don’t worry — I’ll share my go-to tactic at the end of this blog that helps listings get seen again and start converting.

Etsy Is a Search Engine (Not a Magic Wand)

First things first: Etsy is used by millions of buyers every single day. They aren’t browsing aimlessly. They’re typing specific things into the search bar, hoping to find something that matches. Your job as a seller is to match what they’re looking for, not just upload a pretty listing and hope it goes viral.

Etsy isn’t Instagram. It isn’t TikTok. It’s a search engine — just like Google, but for products.

People come to Etsy with intent. They’re typing in exactly what they want — “custom pet portrait,” “neutral boho wall art,” “personalised anniversary gift.” If your listing doesn’t match what they’re searching for, you simply won’t get seen.

Would you upload a blog post and expect it to rank on page one of Google without any keywords, relevant title or structure? No? Then don’t expect Etsy to do the heavy lifting for you either.

The Algorithm Is Personalised — The “First Page” Is a Myth

You keep hearing about “getting on the first page,” but here’s the reality: there is no single first page. Etsy’s algorithm is tailored to each individual user. What you see on the first page might be completely different from what I see, because it’s based on our browsing and clicking habits.

The listings that show up first are the ones Etsy thinks a particular buyer is more likely to engage with, based on their behaviour. So stop chasing this mythical “first page” and start chasing relevance.

Your First Image Is the Most Important Part of Your Listing

Forget what you’ve been told about titles, tags, and descriptions being the be-all and end-all. The first image is the most important part of your listing — and no one is talking about it enough.

Why? Because Etsy is visual. You’re in a sea of similar listings, and buyers are scrolling fast. If your first image doesn’t stop them mid-scroll, they’ll never even read your title, let alone click to view more.

You have a phone? Then you can take good product photos. No excuses. Stage your prints, candles, embroidery hoops, whatever you sell — put them in natural light, clean background, and style them like they belong on someone’s dream Pinterest board.

Still not confident in your photography? Use mockups. You can find great ones for cheap or even free. The point is: if your photo doesn’t look click-worthy, your listing won’t get clicked.

Optimise the Right Way (It’s Easier Than You Think)

Forget paying for fancy SEO tools or AI-driven keyword research. Etsy tells you exactly what buyers are searching for — right in the search bar.

If you're selling a custom embroidery service, type in “custom embroidery” and look at the dropdown suggestions:

  • custom family embroidery

  • wedding embroidery gift

  • custom pet embroidery 

…those are gold. If they match what you sell, use them. If one of them is relevant to your product — include it in your title and tags. That’s your free keyword goldmine right there.

Millions of people are searching those exact terms. That’s why they rank. That’s why they convert. And that’s why your listing needs to align with them. 

Don’t Keyword-Stuff

Yes, keywords matter. But Etsy’s algorithm is smart. Repeating the same phrase 10 times doesn’t help — it makes your listing unreadable. Write for your buyer first, algorithm second.

A good listing structure looks like this:

  • Title: Clear, relevant, front-loaded with a strong keyword phrase.

  • Tags: All 13 filled in with variations (e.g., “personalised family print,” “family wall art,” “custom home print”).

  • Description: Start with a 1–2 sentence hook (what is this and why is it great?), then give all the product details (size, materials, personalisation info, shipping).

Keep Listings Active

Etsy rewards activity. That doesn’t mean uploading 20 listings in a day, but it does mean:

  • Adding new products consistently 

  • Refreshing older listings (images, tags, etc.)

  • Staying engaged with your shop

Think of it like feeding the algorithm. Starve it, and it’ll ignore you.

What About Ads?

Offsite Ads — Keep Them On

Here’s the thing about Offsite Ads: Etsy pays to advertise your products on places like Google, Instagram and Pinterest. You don’t pay a thing unless someone clicks and buys.

That means:

  • You’re not wasting money on non-converting clicks

  • You only pay if someone purchases (15% fee for most sellers)

So why turn it off? It’s free exposure you wouldn’t get otherwise. Take advantage.

Etsy Ads — Only When You Have a Bestseller

Etsy Ads (where you promote listings within Etsy itself) can work, but they’re not magic. Don't run Etsy Ads unless you know what converts.

Boost your best-performing listing — the one that gets views, clicks, and saves. Only then will you see real return on ad spend.

Otherwise, you’re paying to promote something that hasn't proven it works.

Let’s Talk Pricing — Because Most People Are Getting It Wrong

If you’re still complaining about your pricing, or struggling to price confidently — this part is for you.

Build Shipping Into Your Product Price

Buyers hate seeing £4 shipping added at checkout. Free shipping converts better, even if the total price is identical.

So raise your product price and offer free shipping. It simplifies the experience, makes your shop more competitive, and Etsy prioritises free shipping listings in search.

You Need at Least a 30% Profit Margin

This isn’t optional. If you’re pricing your work based on what you would pay or what you think is “affordable,” you’re already losing.

Let’s be blunt: if your current price doesn’t give you a solid 30% profit after materials, time, Etsy fees, and taxes — raise your prices or change what you're selling.

Still worried people won’t pay?

Let’s talk about hand cream.

L’Occitane sells a 75ml hand cream for £21.
Nivea sells a similar one for £2.

That £21 hand cream is L’Occitane’s best-selling product worldwide, with one sold every 4 seconds.

Are L’Occitane’s customers shopping around for a £2 dupe? No — because their brand, quality, and confidence in pricing creates value.

If you’re in a saturated market and trying to accommodate people who don’t want to spend, they are not your ideal customer. Stop underpricing yourself to attract people who don’t value handmade work.

 

What If You’ve Done All This… and a Listing Still Isn’t Selling?

Let’s be real — even if you’ve nailed your product, photos, keywords, and description, some listings just won’t convert the way you expect.

That’s where A/B testing comes in — and it’s one of the most underrated Etsy growth strategies.

What Is A/B Testing on Etsy?

A/B testing means you’re creating two slightly different versions of the same product listing to see which one performs better. You're testing small, key elements like:

  • The first image (flat lay vs. styled vs. lifestyle)

  • The title wording

  • The price point

  • Whether “free shipping” is included or not

You're not guessing — you're gathering real data based on what customers are actually clicking and buying.

Here’s My Secret Strategy:

As a full-time Etsy seller, I follow this simple process:

  1. Give each listing 90 days to perform. Don’t panic if it’s not an overnight success. Etsy’s algorithm takes time to place your listing in the right feeds based on buyer behaviour.

  2. After 90 days, check the listing's stats:

    • Has it had any views?

    • Clicks but no sales?

    • Completely flat?

  3. If it’s underperforming, duplicate the listing and make small, intentional changes:

    • Swap out the first image

    • Refresh the title using updated keywords from the Etsy search bar

    • Tweak the tags if they’re outdated or not aligned with your niche

  4. Keep both versions live. Let them run side by side and see which one starts to get more views, clicks, or sales. You’ll quickly learn what works best — and what doesn’t.

  5. Resist the urge to constantly tweak. Once you update a listing, give it another 90 days. Etsy needs time to recrawl and reassess it. Constant edits reset its traction.

Why It Works:

This approach gives Etsy time to do its job, while giving you insight into what your customers are resonating with. It takes the guesswork out of your listings and lets you improve them based on real results — not assumptions.

Final Thoughts: Mindset Over Blame

You can keep blaming Etsy, or you can take control of your listings, your strategy, and your mindset.

Here’s what matters:

  • Invest in your photos (they’re your #1 conversion tool)

  • Use Etsy’s own search bar to find keywords

  • Write listings for humans — clear, confident, and concise

  • Keep your shop active and consistent

  • Price for profit, not pity

  • Only advertise what’s already proven to work

You don’t need fancy SEO tools. You don’t need AI-generated titles. Etsy literally gives you everything you need — if you’re willing to pay attention.

Ready to Stop Blaming Etsy?

Start treating your Etsy shop like a real business, and you’ll start seeing real results.

And if you’re not? Change your product, change your approach — or change your mindset.

But don’t change platforms — because Etsy still works.

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