Etsy Keyword Research: Find the Phrases Buyers Actually Search
Keyword research on Etsy isn't about finding a magic word. It's about learning the exact phrases buyers use for your product, then picking the ones where you can realistically appear.
Answer first: Etsy keyword research means collecting the phrases buyers type for your product, checking each phrase for demand and competition, choosing one primary phrase per listing plus related secondary phrases, and re-checking them over time. Good sources are Etsy's search bar suggestions, the tags repeated across successful listings in a search, and your own shop stats.
Step 1: collect phrases
- Etsy's search suggestions: start typing your product and note the suggestions.
- Successful listings: note the phrases in titles and tags of listings that show traction.
- Your shop stats: the search terms that already bring you visits.
Do this today: collect 20 phrases for your main product.
Step 2: check demand
A phrase has demand when listings in its search gain reviews and favorites. If almost nothing in the search shows traction, buyers may not use that phrase.
Step 3: check competition
Look at how crowded the search is and how strong the top listings are. A search where many listings have no traction, and newer listings still sell, is open.
In EtsyLens: each search gives a market snapshot with demand and competition ratings, plus summary cards for the share of new listings and the share of listings with no traction. The Keywords tab counts tag frequency across the results, turning one search into a list of related phrases.
Do this today: check your 20 phrases and mark each as "strong", "possible" or "skip".
Step 4: pick primary and secondary phrases
- Primary: the one phrase the listing is built around; it goes first in the title.
- Secondary: related phrases for the rest of the title and the tags.
Avoid building two of your listings around the same primary phrase; they'd compete with each other.
Step 5: track phrases over time
Demand shifts with seasons and trends. A phrase that's quiet in spring may peak before Christmas.
In EtsyLens: save your searches with results, re-run them monthly, and add your most important keywords to Tracking for daily snapshots.
Step 6: export and plan
Keep your keyword list in a spreadsheet: phrase, demand, competition, which listing uses it.
In EtsyLens: export any result set to CSV or XLS.
Worked example
Product: an editable wedding welcome sign template.
Collected phrases: wedding welcome sign, welcome sign template, editable welcome sign, wedding sign template, canva wedding sign, minimalist wedding sign, boho welcome sign, wedding welcome board.
Checked each one:
- "wedding welcome sign" has strong demand but heavy competition, with many physical signs in the results.
- "welcome sign template" is more focused on digital products, with many listings showing no traction: room for a well-presented one.
- "canva wedding sign" shows demand among people who specifically want editable files.
- "boho welcome sign" is a style phrase; good as a secondary keyword.
Decision: primary phrase "welcome sign template"; secondary phrases "editable welcome sign", "canva wedding sign" and "boho welcome sign" in the title and tags. A second listing in a minimalist style targets "minimalist wedding sign", so the two listings don't compete for the same primary phrase.
Keyword research mistakes
- Chasing the biggest phrase. The most searched phrase is often the hardest to rank for.
- Using your own words. If buyers say "seating chart" and you say "table plan", they won't find you.
- One primary phrase for many listings. Your listings end up competing with each other.
- Researching once. Phrases rise and fall with seasons and trends.
Do this today: write down the primary phrase for each of your top five listings. If two share the same one, give one of them a different focus.
FAQ
How do I find keywords for Etsy?
Use Etsy's search suggestions, the tags repeated across successful listings in your search and the search terms in your own shop stats.
What makes a good Etsy keyword?
A specific phrase buyers use, with visible demand and room to compete.
How often should I redo Etsy keyword research?
Monthly for your main products, and before every seasonal peak.
Should I use Google keyword data for Etsy?
It can show general interest, but Etsy buyers often phrase searches differently and with stronger purchase intent. Use Etsy's own search suggestions and the tags of successful Etsy listings as your main sources.