Etsy Keyword Strategy: Master 13 Tags for Max Traffic

Photo by Tobias Dziuba on Pexels

Introduction

Standing out on Etsy can feel like running a tiny hot dog stand in the middle of Times Square. There are thousands—millions, actually—of other vendors, all vying for the same hungry crowd. With over 7.5 million active sellers as of late 2023, just getting your beautiful handmade goods seen by the right people can be the hardest part. It's tough, I know. We pour so much heart into our creations, but if no one can find them... well, that’s a real problem.

This is where your Etsy tags come in. Think of them as tiny, invisible bridges. Each time a shopper types something into the search bar—like "personalized jewelry," "wedding gift custom," or "unique ceramic mug"—those words are looking for a bridge to your listing. Your tags are how Etsy's search engine knows if your product is on the other side, matching what people are looking for with what you sell.

Etsy gives us 13 of these bridge-building opportunities for every single listing. And you know what? We should absolutely, without a doubt, use every single one of them. The Etsy Seller Handbook even says so: "Do use all 13 tags. Each tag you add is an opportunity to be matched with a shopper's search." This isn't just about filling space. It's about a smart, deliberate approach—what we call the 13-tag strategy—to make sure your listing pops up for as many relevant searches as possible. We're talking about maximizing your shop's visibility, driving more potential buyers to your listings, and ultimately, making more sales. It’s all about getting your wonderful stuff in front of the people who want it most. But how do we pick the right words for those 13 precious tag spots?

Key Takeaways

Always fill all 13 Etsy tags for each listing to catch more shopper searches.

Stick to descriptive, multi-word phrases (up to 20 characters) rather than single, generic words.

Regularly check your Etsy shop stats to find and replace tags that aren't pulling their weight.

Stay current with popular buyer search terms to keep your tags relevant.

Why should I use all 13 Etsy tags for every listing?

Using all 13 Etsy tags for every listing dramatically increases your chances of being found by shoppers. Each tag gives your product another opportunity to show up in search results, effectively widening your net. This strategy directly boosts your listing's reach, ensuring more potential buyers see what you offer, as recommended by Etsy itself.

Think of it this way: Each of those 13 tag slots is like a different fishing line you're casting into Etsy's vast ocean of shoppers. If you only cast out three lines, you’re limiting how many fish you can catch. But if you cast out all 13 lines, each with a different, appealing bait, your chances of hooking a buyer skyrocket. We really want to make the most of every single one. Etsy's own Seller Handbook tells us pretty clearly, "Do use all 13 tags. Each tag you add is an opportunity to be matched with a shopper's search" (Etsy Seller Handbook). It’s not just a suggestion; it’s a direct piece of advice from the platform itself, aimed at helping your shop succeed.

And it’s not just Etsy saying it. Folks who study Etsy best practices, like the team at Growth Willow, also emphasize this. They tell us to "utilize all 13 available tags for each listing to maximize reach and the opportunity to be matched with shopper searches" (Growth Willow). This really drives home that every single tag you use is a unique pathway for someone to discover your listing. If a shopper searches for "handmade ceramic mug," and you have that exact phrase (or something similar) in one of your 13 tags, your listing has a much better shot at showing up. If you only use five tags, you've essentially closed off eight other avenues for discovery. It's like leaving money on the table, honestly.

You're trying to give Etsy's search algorithm as many signals as possible about what your item is. More signals mean more chances to match with diverse search queries, from broad terms to very specific long-tail keywords. It’s about being seen for as many relevant searches as possible, without being spammy. Every single one of those 13 spots is a direct shot at more listing visibility, and that almost always translates into more eyes on your shop and, eventually, more sales.

Now, just knowing we should use all 13 tags is only half the battle. The real trick is figuring out what to put in those tags.

How do I choose the best words for my Etsy tags?

To pick the best Etsy tags, you need to think in multi-word phrases, not single words. These phrases, up to 20 characters long, should clearly describe your item. This helps Etsy's search match your product with what shoppers are actually typing, making your listings much easier to find and improving visibility.

This is where the real work begins, right? We know we need all 13 tags, but what exactly should go into them? The big rule, the absolute must-do, is to use multi-word phrases. Don't just toss in single words. Etsy’s own Seller Handbook makes this very clear, advising us to "Do use multi-word phrases. Your tags can be up to 20 characters" (Etsy Seller Handbook). And Gelato, another good source for Etsy insights, agrees, reminding us that "tags can be up to 20 characters long and should consist of multi-word phrases rather than single words" (Gelato).

Think of it like this: if you're looking for a specific kind of bread at the grocery store, you don't just ask for "bread." You ask for "sourdough rye bread" or "gluten-free whole wheat loaf." Shoppers on Etsy are doing the exact same thing. They're usually typing in something much more specific than just one word.

Let's look at some examples to really nail this down:

Less Effective Tag: Jewelry
- This is too broad. It could be anything from a diamond ring to a friendship bracelet. You’re competing with millions of other items.
More Effective Tag: Vintage Silver Jewelry
- See the difference? This tells Etsy (and the shopper) so much more. It specifies the style and material. Someone searching for this is much more likely to click on your listing if it matches.

Another good one:

Less Effective Tag: Mug
- Again, super general. A coffee mug? A tea mug? A travel mug?
More Effective Tag: Handmade Ceramic Mug
- This is clear. It tells buyers it’s made by hand and what material it is. If you sell a mug with a specific design, you might even use something like Funny Cat Lover Mug. The more descriptive, the better.

These multi-word phrases are what we sometimes call "long-tail keywords." They might get fewer searches individually than a single broad word, but the people searching for them are usually much closer to making a purchase. They know what they want. When your tag matches their specific search, your item becomes much more relevant.

What about "overstuffing" tags?

You might be tempted to cram a bunch of related words into one tag to try and catch everything. Like, maybe you think Gift Present Idea Birthday for a single tag. Don't do that. Gelato warns us to "not overstuff tags: Avoid cramming too many keywords into one tag. Each tag should be concise and relevant" (Gelato).

Each tag should be its own concise, relevant phrase. If you combine too many unrelated or weakly related words, Etsy's algorithm might get confused, or it might just ignore parts of your tag. It's like trying to juggle five beanbags at once when you're really only good at two. Things are going to drop. Keep each tag focused and coherent. So, instead of Gift Present Idea Birthday, you’d want separate tags like Birthday Gift For Her or Unique Present Idea. Each one focuses on a distinct idea a shopper might search for.

Your goal with these 20-character multi-word tags is to accurately describe your item in a way that aligns with how a buyer would search for it. We want to maximize those 13 opportunities by making each one count.

Now that we have a better handle on choosing the type of words for our Etsy tags, we can start looking at how to actually find the best terms shoppers are using.

Where can I find popular Etsy search terms for my products?

To find popular Etsy search terms, begin by thinking like your ideal customer. Use Etsy's own search bar suggestions for real-time shopper queries, look at successful competitor listings for inspiration, and use external tools like eRank to identify trending keywords. This multi-pronged approach helps you discover what buyers are actually typing.

After nailing down the idea of using multi-word phrases for our 13 tags, the next big hurdle is figuring out which multi-word phrases people are actually searching for. It's like trying to guess what someone wants for dinner—you could just throw out random ideas, or you could pay attention to what they've talked about lately, what their friends are eating, or even what suggestions pop up when they start typing. We want to be smart about this, so our Etsy keywords actually hit the mark.

Thinking Like a Shopper

This step is probably the most overlooked, and it's free. We need to step out of our seller shoes for a moment and put on our buyer hat. If you were searching for your product, what would you type into the Etsy search bar? Don't just think about what your item is, but what problem it solves, what feeling it evokes, or who it's for.

For instance, if you sell a handmade wooden toy car, you might think "wooden car." But a parent looking for a gift might search for "toddler eco-friendly wooden toy" or "sustainable baby gift first birthday." The more specific you get, the closer you are to a buyer who knows what they want.

Using Etsy's Own Search Bar Suggestions

This is a goldmine, really. Etsy wants buyers to find stuff, so their search bar is designed to help. When you start typing a word related to your product into the Etsy search bar, watch what pop-up suggestions appear. Those aren't random; they're popular shopper search terms that real people have used.

Say I sell handmade jewelry. If I type "silver necklace" into the search bar, I might see suggestions like "silver necklace personalized," "silver necklace initial," or "silver necklace chain." These are incredibly valuable multi-word phrases, often hitting that sweet spot for the 20-character tag limit, and they tell you exactly what buyers are looking for right now. Write these down. They are prime candidates for your 13 tags.

Leaning on External Tools: eRank

While Etsy's search bar is great for immediate ideas, sometimes we need to dig a little deeper or see broader trends. That's where tools like eRank come into play. eRank is specifically designed for Etsy sellers and helps us find popular keywords on Etsy. They even have a blog where they share insights on current trends, which can be super helpful. For example, the eRank Blog often publishes articles like "Top Keywords on Etsy Now" (eRank Blog), which gives us a direct look at what shoppers are searching for.

These tools can show you not just what's popular, but also how much competition there is for certain keywords, helping you find those sweet spots where demand is high but the market isn't totally saturated. We use these tools to identify those trending keywords and popular shopper search terms that might not immediately come to mind.

Peeking at the Competition (for Inspiration)

Another smart move is to look at what successful competitors are doing. Find shops that sell similar items to yours and are doing well. Look at their product titles, descriptions, and—if you can spot them—their tags. Tools like eRank can sometimes help you see competitor tags, which is pretty neat.

I’m not saying copy them directly—that's not cool and probably won't help your unique items stand out anyway. But it is a fantastic way to get inspiration. How do other sellers describe products like yours? What words are they using that you might have missed? What combination of descriptive terms are resonating with buyers? You might find a whole new angle on how to describe your handmade soap, beyond just "lavender soap." Maybe it's "artisanal lavender essential oil soap" or "vegan self-care gift box."

Looking at these successful listings helps us understand how buyers describe similar products when they're actually making a purchase, giving us more potential multi-word phrases to fill our 13 tags.

Finding popular Etsy search terms for your products really boils down to being a detective. It's about combining your own customer intuition, leveraging Etsy's direct data, and using specialized tools to uncover the language your potential buyers are speaking.

Next, we'll talk about how to actually pick the best 13 tags once we have this list of potential keywords.

How often should I check and update my Etsy tags?

You really should check and update your Etsy tags pretty often—think quarterly, at least, but sometimes more if you see big shifts. Regularly looking at your shop stats helps you spot which search terms are actually bringing people to your listings and which ones are just sitting there. This way, you keep your tags fresh and relevant to what buyers are currently looking for.

It’s like tending a garden, really. You don’t just plant all your seeds (your original 13 Etsy tags) in the spring and then walk away for a year, expecting everything to flourish. Some plants might not grow, some might get overshadowed, and new, more beautiful varieties might become popular. You gotta go in there, pull the weeds, give water, and sometimes, replace something that just isn't thriving. That's exactly how we need to approach our Etsy tags.

We need to regularly monitor our shop stats for search terms that actually drive traffic to our listings. That’s what sources like Growth Willow and Gelato recommend, and for good reason—it's how you stay on top of things (Growth Willow, Gelato). Etsy gives us this data right in our shop manager, showing us exactly what people typed to find our stuff. If a tag isn't bringing in any views or clicks after a few months, it's probably an underperformer, and it's taking up valuable space.

Finding the Tags That Aren't Working

So, how do you spot a weak link? Head over to your Etsy Shop Manager and dig into your "Stats" section. Look for the "How buyers found you" or "Search terms" reports. These reports are gold. They tell you which specific search queries led buyers to your listings. If you see certain tags or keyword phrases you've used that aren't appearing here, or they show a very low number of views, those are prime candidates for replacement. We want every single one of those 13 tags to be working hard for us, as each one is an opportunity to get matched with a shopper's search.

Keeping Up with Buyer Language and Trends

Think about how quickly things change. A few years ago, maybe "minimalist decor" was huge. Now, perhaps "cottagecore aesthetic" or "dark academia gifts" are the popular search terms. Buyer language shifts, trends come and go, and what was once a fantastic keyword can become stale. We've seen it time and again. If you're not updating your Etsy tags, you're missing out on new waves of shoppers.

This is why it's so important to be observant outside of just your Etsy stats too. What are people talking about on social media? What new styles are appearing in magazines or on trend forecasting sites? Tools like eRank can also help us find popular shopper search terms and identify current trends (eRank Blog). When you find a new trend that fits your products, you can swap out those old, sleepy tags for fresh, relevant multi-word phrases. Remember, your tags can be up to 20 characters long, so use that space wisely for descriptive phrases rather than single, generic words (Etsy Seller Handbook).

It’s not a one-and-done job; it's a continuous process of refining and adapting. By actively monitoring and replacing underperforming Etsy tags, you're making sure your shop stays visible and attractive to the right buyers.

Now that we know how often to check our tags, let’s talk about how to really fine-tune those 13 tag slots to maximize their power.

After going through all this, I'm sure you've got a lot of ideas for your shop. But the learning doesn't have to stop here, does it? There's always more to discover, more little tricks to pick up. So, if you want to keep digging into how to make your Etsy tags really shine and bring in even more traffic, I've got a few more resources you might find helpful.