In its third quarter earnings report of 2023, Etsy reported a record 92 million active buyers. While this number is impressive, it’s important to note that it has remained fairly stagnant in the post-pandemic years. In contrast, the number of active Etsy shops has surged, from 5.3 million in 2022 to over 6.5 million in 2023. This rapid increase in sellers is quickly surpassing the growth in buyer numbers, resulting in an ever-intensifying competitive landscape. For sellers in such a competitive marketplace, utilizing every tool available is essential to stay ahead.
Among these tools, effective listing descriptions are particularly crucial. Nowadays, listing descriptions fulfill a dual purpose: they not only provide the final push for a customer to purchase your product but also play an important role in enhancing your Etsy SEO. They act as a key search ranking factor within Etsy’s algorithm. Understanding and capitalizing on this dual nature is vital for successful use in the competitive world of Etsy.
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Etsy listing descriptions as a factor in SEO
In 2022, Etsy began incorporating the content of your descriptions into its relevance assessment for user queries. Now, when a user enters a keyword in the search bar, Etsy evaluates your listing’s relevance by searching for matching keywords within your description. This gives your description a role akin to that of listing titles and tags. For instance, if you’re selling a handcrafted silver necklace, including phrases like “handcrafted silver necklace” and “artisan jewelry” in your description can enhance its discoverability.
It’s important to note, however, that the exact weight Etsy places on keywords in descriptions is not definitively known. While they are undeniably significant, it’s uncertain whether they hold more or less importance than those in the title. Additionally, these weights are subject to change, possibly fluctuating frequently. The key takeaway is that descriptions are indeed influential and can be strategically used to boost your search ranking on Etsy.
Balancing between Etsy SEO and readability
Remember, while SEO is a powerful tool for attracting visitors to your listings, it doesn’t guarantee sales. It’s crucial to write descriptions with real human customers in mind. Aim for clarity, brevity, and utility in your descriptions to persuade visitors that your product is exactly what they need. While Etsy SEO is important, it should be a secondary consideration to customer appeal.
If you focus solely on stuffing keywords into your descriptions, you may attract initial traffic to your shop. However, if these descriptions are muddled or unclear, potential customers are likely to lose interest quickly. This not only harms your conversion rate but can also lead to a decline in your search ranking over time. Prioritize clear and compelling content to truly engage your audience.
Key elements of a strong Etsy listing description
Here are some key elements to consider when writing a strong product description for your Etsy listings:
Primary keywords integrated naturally
Your product description should seamlessly integrate primary keywords from the title. The trick is to use keywords that blend naturally into the description’s flow without sounding forced or awkward. This strategic placement not only helps with SEO but also maintains the readability of your content.
Avoid the temptation to stuff your descriptions with keywords or repeat the title. Descriptions should focus on a few select keywords that best describe your product. Remember, the description’s primary goal is to inform and engage the customer, not to serve as a repository for as many keywords as possible. The right place to experiment and diversify your keywords is in the listing tags.
Conversational tone
Using a natural, conversational tone in your descriptions helps engage readers. This approach makes the content relatable and easier to understand, creating a friendly and approachable tone that resonates with potential buyers. Don’t use overly complicated English expressions as many of your customers might not be fluent in the language.
Scannable format
Make your descriptions easy to scan. Break down the content into short paragraphs and sentences. Use bullet points to highlight key benefits. Feel free to use special characters like 🌟, 🚚 , ✔ to structure your text – Etsy supports them. This format helps customers quickly grasp the most important information about your product.
Clarity and conciseness
Keep your descriptions clear and to the point. While creative, poetic language may appeal to some, most customers prefer straightforward information they can comprehend quickly. The goal is to provide essential information without overwhelming the reader.
See these principles in practice by comparing the two descriptions of the same product below.
| Handmade Ceramic Coffee Mug, Unique Handcrafted Coffee Mug, Artisan Mug, Ceramic Mug Behold our Handmade Ceramic Coffee Mug, a true masterpiece of craftsmanship and unique design. This coffee mug is not just a simple vessel, but a remarkable representation of skilled artisan work in the realm of ceramic arts. It stands as an excellent choice for those who deeply appreciate both coffee and finely crafted ceramic items. The mug’s distinctiveness sets it apart, offering a superior experience for individuals who prefer to enjoy their coffee in a mug that’s not just a mug, but a work of art. Purchase this exceptional ceramic coffee mug today! | Discover the charm of our Handmade Ceramic Coffee Mug. Crafted with care, each mug brings a touch of artisan elegance to your morning routine. ✔ Material: High-quality ceramic, durable and microwave safe ✔ Design: Unique, handcrafted with a rustic finish ✔ Capacity: Holds 12 oz of your favorite beverage ✔ Easy Care: Dishwasher safe for hassle-free cleaning |
| ❌ Stuffed with repetitive keywords ❌ Wordy, complicated, unnatural ❌ A single paragraph layout ❌ Lacks important information | ✔️ Contains nearly twice the keywords ✔️ Less wordy and easy to read ✔️ Structured well ✔️ Contains all important detail |
Writing techniques that engage and sell
Effective product descriptions can be a game-changer in e-commerce. Here’s how you can use yours to improve your conversion rates.
Don’t rely on photos
Imagine there are no photos accompanying your product. Use sensory language to paint a vivid picture of your item. Describe textures, colors, scents, or sounds associated with the product. For example, for a scented candle, you could write, “Envelop your space with the soothing aroma of lavender and the gentle crackle of our hand-poured beeswax candle.”
Use a clear structure
A well-structured description enhances readability and comprehension. Start with an engaging introduction, follow with detailed product information, and conclude with the inspiration behind the item. This clear structure guides the customer through your narrative, making it easier to connect with the product.
Upsell opportunities
Use your descriptions to upsell. Mention any special offers, such as “buy three get one free” or “free shipping on orders of multiple items.” This encourages customers to purchase more, increasing your average order value.
Promote similar products
Encourage multiple purchases by promoting similar products within your descriptions. Suggest items that complement the primary product, helping customers visualize a complete set or collection.
Include an email list subscription link
Don’t miss the chance to market your brand further. Include a link to your email subscription form in your descriptions. This not only helps in building your email list but also keeps customers informed about new products, offers, and updates.
Using AI to improve your Etsy listing descriptions
Utilizing tools like ChatGPT can significantly enhance your listing descriptions, but it’s important to use them wisely. They’re not mind-readers, nor will they do all the work for you.
Here’s how to best utilize AI for top-notch results:
Editing and proofreading
This is crucial. Typos, grammatical errors, or unclear language in your descriptions can appear unprofessional and diminish trust. Always proofread your content to maintain a high standard of professionalism.
Overcoming writer’s block
AI excels at generating creative ideas. While not all suggestions may be a perfect fit, they offer a range of options to spark inspiration. If you’re struggling with how to describe an item, AI can provide several alternatives to get your creative juices flowing.
Setting the right tone
AI can be instrumental in helping you establish an appropriate tone and style for your audience. This is particularly beneficial for new sellers who may not yet have a clear understanding of their target market or how to communicate effectively with them. AI can offer valuable guidance in fine-tuning your communication approach.
Keyword ideas generation
While dedicated tools like Koalanda are ideal for Etsy keyword research, AI can assist in identifying initial keywords. It can provide a starting point for your research, offering a list of keywords that can then be further explored with your preferred keyword tool.
By intelligently leveraging AI in these ways, you can significantly improve the quality and effectiveness of your Etsy listing descriptions.
Conclusion
In the competitive world of Etsy, mastering the art of product descriptions is key to standing out. Effective strategies such as integrating keywords, using a conversational tone, and structuring for easy reading are essential. Utilizing AI tools for editing, generating ideas, and keyword research can further enhance your listings. Remember, compelling descriptions do more than inform – they connect your products with customers, boosting engagement and sales. By continually refining your approach and understanding your audience, you’ll not only improve your shop’s visibility but also create a memorable shopping experience, fostering customer loyalty and success on Etsy.
