Etsy – Keywords Titles & Tags

The way Etsy determines visibility is always changing, but these are some of the current best practices we recommend. Etsy regularly updates their Ultimate Guide to Etsy Search, should you want to stay up to date.

When a customer enters a search on Etsy, the search algorithm looks at listing titles, tags, categories, and attributes to find matching keywords.

Your titles and tags are the most important in terms of weight. Also keep in mind that categories and attributes are structured (and pre-set), so your titles and tags are the place to get really specific with keywords.

When working on your listing titles and tags: Think about what a buyer would type into the search bar when shopping for an item like yours. Use those words and phrases!

Categories & Attributes

You have access to these during the listing process. Basically, these fields are there for Etsy to get to know your listing better — Etsy will use the information you provide here to help determine what filtered results your item will appear in. The terms you apply here will also act as keywords on your items (think of them as extra tags on your listings).

Listing Quality

To show items that buyers are likely to purchase, Etsy’s search algorithm considers how well individual items tend to do in search. Etsy calls this metric Listing Quality.

Any engagement your listing receives following its appearance in search (clicks, favorites, adds to cart, purchases) will positively contribute to the item’s Listing Quality.

Product Photography

The number of photos you upload doesn’t directly impact your item’s search placement, but using all 10 listing photos may increase your conversion rate–or how often a click turns into a sale. Remember, positive engagement with your listing can contribute to its Listing Quality. And in turn, its visibility in searches.

Customer & Market Experience

Things that contribute to a customer’s overall experience in a positive way can also improve your visibility in searches. For example, offering free shipping, receiving great reviews, completing your About section, and having Shop Policies in place are all taken into consideration when determining a listing’s visibility in searches.

As you can see, there are many factors beyond your listing keywords (titles, tags, categories, attributes) contributing to your item’s visibility. Thus, optimizing your listings with your potential buyer’s journey in mind can be helpful.

Etsy Search Pro Tips: Keywords

  • Titles
    • Use the exact words and phrases you think buyers would type into search when shopping for an item like yours.
    • Rather than giving the listing a name (i.e. a “Jeff the holiday elf”), put yourself in the buyer’s shoes and go with what’s most intuitive for them.
    • Place your more influential phrases at the front of the title. Etsy research says that the first 3 words in an item’s title tend to have the most pull; not necessarily in terms of Etsy ranking, but because they are the first thing a buyer reads.
  • Tags
    • Tags are your chance to add even more relevant words and phrases to the listing’s keywords
      • Think about your product’s finer details
      • Consider the item’s style, colors, textures, patterns, size, shape, themes/motifs, etc.
    • Use all 13 tags available to you.
  • Misspellings
    • There’s no need to include misspellings of words in your titles or tags. Etsy search redirects shoppers to the correct results if they make a common mistake/typo.
  • Language
    • Don’t add titles or tags in multiple languages. The keywords you set up should be in the language you choose when setting up your shop. Etsy translates what you enter when looking for listings that match the search query.
    • This is true for regional spellings as well. For example, you don’t need to include both “jewelry” and “jewellery” in your keywords.
  • Plurals
    • There’s no need to worry about plurals. When a shopper enters their query, Etsy will look at the root words for the phrase they typed in and match them to the root words in your listings’ keywords. For example, a search for “diaries” would still be matched with listings with the tag “diary.”
  • Keyword variety
    • When possible, use variation in your titles and tags to increase the likelihood of getting found through different searches.
  • Categories and Attributes
    • Select as many accurate categories and attributes as each item has available. Again, this will maximize your item’s exposure in search results.
  • Measuring impact
    • Over time, use your stats to see which listings buyers are engaging with the most. Make adjustments from there.
  • Listing photos
    • Your first listing photo is very important, as it’s what appears in search results, amongst your competition.

Let’s discuss ways to find keywords

Brainstorming – Ask yourself these questions

  • What is it?
  • What Makes it Unique?
  • What’s the style?
  • Who’s it for?
  • What’s the occasion, season or holiday?
  • What’s the color, texture, theme or pattern?
  • How did you make it?
  • Where does the customer put it/use it?
  • What materials did you use?

Download your Brainstorming Etsy Keywords Worksheet here.


  1. RebeccaAnnDesigns on November 12, 2019 at 10:26 pm

    Very Helpful thank you

  2. Daphne on October 26, 2021 at 12:17 am

    Thank you!

  3. Shelley Hancock on September 19, 2022 at 6:53 pm

    Answered a lot of questions I had.

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