Etsy Tags: How to Choose All 13 Tags for More Search Traffic
Etsy gives you 13 tags per listing, and each one is a chance to match a buyer's search. Most sellers waste several of them on single words, repeats or phrases nobody types.
Answer first: good Etsy tags are multi-word phrases buyers actually search for, each up to 20 characters, covering different angles of the product (what it is, style, material, recipient, occasion). Use all 13, avoid repeating the same words across tags, and choose phrases that appear across successful listings in your search.
The rules
- 13 tags per listing.
- Up to 20 characters per tag, including spaces.
- Phrases are allowed and usually better than single words.
Do this today: count the tags on your best listing. If it's fewer than 13, you're leaving searches on the table.
Cover different angles
Think of tags as different doors into the same listing:
- Product: "personalized dog bowl"
- Style: "minimalist pet bowl"
- Material: "ceramic dog bowl"
- Recipient: "gift for dog mom"
- Occasion: "new puppy gift"
Thirteen variations of "dog bowl" open one door thirteen times.
Find the phrases buyers use
The best evidence is the market itself: phrases that repeat across many listings that sell.
In EtsyLens: run a search and open the Keywords tab. It counts how often each tag appears across the results, so you see the market's vocabulary at a glance. Filter results by tag to see which listings use a given phrase.
Do this today: list the 20 most frequent tags for your main product search and pick the 13 that fit your item best.
Common tag mistakes
- Single words ("bowl"): too broad to rank.
- Repeating the title word in every tag: wastes space.
- Irrelevant trending words: they bring the wrong clicks, which can hurt how buyers respond to your listing.
- Misspellings on purpose: Etsy handles common variations already.
Tags work with your title
Your title should contain your most important phrase; tags extend it to related searches. Both should describe the same product honestly.
Review tags when the market changes
Seasonal phrases ("christmas gift for mom") help only in season. Swap them in before the peak and out after.
In EtsyLens: save your searches and re-run them monthly to see how the top tags shift.
Worked example: 13 tags for one listing
Listing: a personalized ceramic dog bowl with the dog's name.
- personalized dog bowl
- custom dog bowl
- dog bowl with name
- ceramic dog bowl
- pet bowl personalized
- new puppy gift
- gift for dog mom
- dog lover gift
- dog birthday gift
- large dog bowl
- stoneware pet bowl
- dog food bowl
- pet memorial gift
Notice what each tag does: product (1–4, 11–12), size (10), recipient (7–8), occasion (6, 9) and a related use (13, only if the item genuinely fits that use). Each one is a different way a buyer might arrive.
How to check whether a tag is pulling its weight
- Is it a phrase people use? If it never appears in successful listings' tags, buyers may not search it.
- Does it describe your item honestly? Irrelevant tags bring clicks that don't convert, and poor buyer response can work against the listing.
- Is it too broad? "gift" or "bowl" alone competes with everything on Etsy.
- Is it seasonal? Swap seasonal tags in before the peak and out afterwards.
Tags vs. attributes
Etsy also lets you set attributes such as color, material and occasion. Those help match filters and searches, so you don't always need to spend a tag on the same information. Fill attributes first, then use tags for phrases attributes can't express, like "gift for dog mom".
Do this today: pick your weakest listing, write its 13 tags using the five angles (product, style, material, recipient, occasion), and check each against the Keywords tab for your main search.
FAQ
How many tags can you use on Etsy?
13 tags per listing, each up to 20 characters.
Should Etsy tags be single words or phrases?
Phrases. Multi-word tags match how buyers search and face less competition than single words.
Should my tags repeat my title?
Your main phrase can appear in both, but use the remaining tags for different angles rather than repeating the same words.
Do Etsy tags need to be exact matches of buyer searches?
Exact matches are treated as more relevant, so it helps to use the precise phrases buyers type. Etsy can also match related wording, so cover different angles instead of minor spelling variations.