Retail is Detail: Search Engine Optimization (SEO)

Let's face it - running your own business is hard work!  There are no easy answers that work the same for everyone.  Those of us who have shops on Etsy have to learn how to apply marketing savvy we may have used in traditional retail to online selling.  Along with the specifics of your business plan, results will be influenced by your product mix, your target market, your competition, and the current market trends.  Do you have a business plan?

If you do not blog, have a Facebook page, use Twitter or other Social Media, what can you do to attract customers?  Let's look at Search Engine Optimization (SEO), which means where your items rank in search results.  Do they show up on the first page or even the first ten?

  

The term SEO was originally used for search engines like Google, Yahoo, or Bing.  But Etsy has its own search engine -- how soon your listings show up in an Etsy search effects your ability to make sales. The good news is you can impact your items' ranking with the proper use of keywords in the listing title and tags. Using the same phrasing and key words that customers actually use in their search is a must. You need to develop the ability to determine the best keywords for each of your listings.  This is a perfect example of why running an online business is not easy. Yet using the right tools can make a real difference.

To begin you need to know what the Etsy search engine does when someone enters words into the search bar. The system looks at listing titles and tags for the best match.

Best Practices for Titles 

Etsy titles can have up to 140 characters.
         
Best Practice: Titles that are short and descriptive.
Keep important keywords at the beginning of the title.

Repetition or "keyword stuffing" can hurt rankings on Etsy and Google.  An example would be using the word "dress" over and over again in the title and tags of a listing.  This can be seen as spam by the search engines and also potential customers.
         
Best Practice:  Keep repetitions to a minimum. Repeating keywords once or twice will not look like spam. More than that can affect the listing's rank.
         
You can be competing with yourself for search relevance if you use the same words over and over for items that are similar.
                     
Best Practice: Use a slightly different keywords for each listing of similar items. Different buyers might be searching with different keywords. Variation of keywords is the best way to ensure all similar listings will be seen.  

Best Practices for Tags

Etsy allows 13 tags per item. Three tags from the product categories are also automatically included.
       
Best Practice: Always use all 13 tags.
The order of tags is not important but order of words within the tags IS.

Best Practice:  Choose the word order you think a customer is most likely to enter. The word order that appears as suggested keywords when you type into the Etsy search bar reveals the most used word order for that search.  Spend some time entering different words and word orders into the search bar to see which combinations are used the most.  Also check your shop's stats to see what keywords were used to find your listings. The only punctuation or symbols allowed in tags are © and ™.

Repeating keywords in tags does not hurt your Etsy ranking, so you can move keywords around a bit in the tags.  Please note that repetition of key words in tags may hurt your Google ranking.

Tags are a good place to use niche keywords (i.e. long tail) that you wouldn't use in your title.

SEO Resources on Etsy

There are a number of great blog posts on Etsy about the art of writing titles, descriptions and tags for your listings. Two are discussed below.

https://blog.etsy.com/en/2011/shop-makeover-titles-descriptions-and-tags/

This post offers some great before and after examples of how to improve your listings titles, descriptions, and tags. Below is a short summary of the best advice in the article.

Titles:  don't be too vague, use the details in your description that would compel the customer to look further at the item. But -- be careful not to get too specific -- to over specify is to risk not relating to a wide enough pool of potential customers. The trick is to find a good balance that allows your listing to be general enough to be seen by a wide a lot of people while still being specific enough to entice a customer.  Not too hot, not too cold.

Descriptions:  This is where the customer should hear your voice and your passion. Specify why this item is special, use verbiage like, "we love the unique colors in this piece".  Specify dimensions, condition, labels, and item details. 

Tags:  Use keyword tags that a customer would use in a search, review a new listing tag by tag before you publish it and make sure you have used as many different keywords as possible. Use specific descriptive terms, (i.e. ruby red vs. red), use style specific terms, (i.e. Asian, Modernist, Brutalist).  Don't clutter your tags with different spellings of the same word (jewelry, jewellry).

Another great article on Etsy is about putting your shop on top.

https://blog.etsy.com/en/2011/putting-your-shop-on-top-etsy’s-most-relevant-search/

The key takeaways from this article are:

Although Etsy is moving towards weighting relevancy more than recency, the newness of a listing is very important with broad searches. Newer listings will be weighted more heavily and shown first.  This is why it's imperative to add new listings as often as you can, or re-list existing ones, and also to renew older listings.

If a search includes two or more words, then tags with the exact two words next to each other will be weighted more heavily, so when you are writing tags, repeat the exact phrasing you used in the title ("art deco necklace" in the title is also "art deco necklace" in the tags).

Again, review your Shop Stats regularly to see what keywords are working for you. Also try to figure which ones aren't.

Other Important SEO Factors

Buyer behavior in aggregate is the cumulative action buyers take when they see your product in search results including how many views, favorites, and treasuries the listing has been in.

Not all views and favorites are weighted the same by the Etsy search engine; those that come from team activities aren't rated as highly as "organic" favorites.

The quality of your photographs has a direct bearing on how many people will click to view your listing.  Great photos that show your listing in a clear uncomplicated manner will help it get more views.

Strategy to Improve SEO Relevancy

Run some search tests with a few of your items.  Don't make too many changes at once -- play with different key word orders and pairings and see if certain ones help move your item towards the front of a search.  Only work with listings you think are not being seen. Remember, "if it ain't broke don't fix it".

Make changes in titles and tags of items you are relisting.  Also think about taking new pictures if you feel the ones in the current listing aren't attention grabbers.

Keep a copy of the original listing in case the title and tags in it had better results.  Give your changes some time before you judge how effective they are.

Remember converting a view to a sale depends on many things -  photographs, descriptions, reviews, item specifics, shop policies, and price are some of the most important that may influence a customer to buy.

 

Sources: 

Etsy blog articles: 

"Shop Makeover Series: Titles, Descriptions and Tags"

"Putting Your Shop on Top"

Lastly, you may have heard about an online article that sited Etsy's new direction for SEO's. We certainly have heard talk of it; and  we have participated in team and individual "Blitz" activity generated in response to this article.  Here's a link to that article (it does get quite
technical), that being said it's quite interesting . . . .

https://dl.dropboxusercontent.com/u/2143857/papers/topics.pdf

Coco Chanel -- Game Changer Extraordinaire

Coco Chanel is the designer who arguably had the most influence on the radical change in women's fashion in the early 20th century.  Her use of jersey to fashion entire outfits was revolutionary.  Her introduction of elements of menswear into women's clothing, and an emphasis on comfort drove her her design aesthetic. She is the only fashion designer ever to make the list of Time Magazine's top 100.

Coco Chanel

Gabrielle Bonheur Chanel was born in August, 1883 in Samur France to an unmarried couple. Her father, a street peddler by trade, placed her in an orphanage at the Abauzine convent in Central France after her mother died. Gabrielle was 12 at the time.The nuns who ran the orphanage taught her how to sew.

After she had to leave the orphanage at age 18, Gabrielle sang in clubs for a while in Vichy and Moulins. She acquired the nickname "Coco" from the songs she sang.   She pursued a stage career for a while, but her singing voice was marginal and she realized that it was not to be.

Early Chanel Jersey Dress

Chanel was a free spirit and lived an unconventional life.  She was 23 and supporting herself as a seamstress when she met Etienne Balsan, the wealthy heir to a textile fortune and became his mistress. In 1910 he helped her open a millinery shop on 31 Rue Cambon in Paris. She eventually left Balsan for one of his wealthier friends, Englishman Arthur "Boy" Capel.  Both of these men were extremely important in helping Chanel launch her career. Capel was the true love of her life. She said she never recovered from his death in a car accident in 1919.

Chanel saw the clothing women wore in the Edwardian era as restrictive, oppressive, and designed by men.  Women had a hard time moving or even eating because of the corset. She borrowed from the good tailoring and tastes in Capel's clothing, transforming elements of menswear into clothing for women.  It is said that the shape of the bottle for Chanel No. 5 was designed after the rectangular, beveled lines of Capel's toiletry containers.

The First Chanel Suit, 1926

Her breakthrough came when she made a dress out of a piece of jersey on a chilly day in Deauville.   When women began asking her where she got the dress, she offered to make them.  By then she had shops in Paris, as well as Deauville and Biarritz.  She is quoted as saying "my fortune is built on that old jersey that I had put on because it was cold in Deauville."

The "Chanel" look became popular during WWI as women moved into traditionally male dominated jobs.  They needed less restrictive attire. Coco gave them that, while still maintaining elegance and femininity.  She used vertical lines to flatter the female figure without the need for a corset.

Chanel Store at 31 Rue Cambon

Along with Paul Poiret, Chanel is credited with getting women out of the heavy corsets and layers of restrictive fabrics and popularized the acceptance of a sporty, more casual chic for women that became dominant after World War I.  The striped boatneck, two-toned shoes and the well known quilted purse are all Chanel designs.

Chanel Shoes and Bag

It was in 1925 that the iconic suit, with a collarless jacket and well fitted, simple skirt, was first introduced.  She emphasized chic yet comfortable attire. She said that "luxury must be comfortable, otherwise it is not luxury".

She also took black, long associated with just mourning,  and began using it in elegant evening attire. It was Coco who gave women everywhere the little black dress, and turned black into a chic, stylish color. Along with many ropes of pearls, the look is now timeless.

1920s Black Dress

Chanel was greatly involved in high society of pre-WWII Paris.  She had several lovers, including the Duke of Winchester and the composer Igor Stravinsky.  She was popular with the literary and artistic giants of her day -- she counted Picasso as one of her friends.  She designed costumes for the Ballets Russes and for Jean Cocteau's play "Orphee". She was at the highlight of her life.

When WWII began she closed her shops and fired all of the workers.  Scandal came when, during the German Occupation of France, she had an affair with a German officer and got special permission to stay in her apartments at the Hotel Ritz.  After the war she was interrogated as a possible collaborator -- but was not charged.  Still, the damage to her reputation was done.  She fled to Switzerland and remained out of the public eye for some time.

1950s Chanel Suit

At the age of 70 she made a triumphant return to fashion with a line of clothing that got scathing reviews from the critics but her feminine and easy fitting designs won over the hearts and pocketbooks of customers. Chanel died in 1971 at the age of 87.  Her empire is now in the steady hands of Karl Lagerfeld.

1950s Chanel Dress

Vintage Chanel Bag, CatApolinar Vintage, Etsy

Vintage Chanel Earrings, Carnaby Vintage Jewels, Etsy

She is of course, a legend.  A lesson in how one visionary and incredibly talented woman changed the course of fashion history. We take for granted so much of what she bequeathed to women's attire; ease, comfort, sophistication. Fabrics like jersey that flow and move.  Coco Chanel and the freedoms women first tasted during WWI worked like glove-in-hand to change forever the crimped and confining nature of women's clothing-- and she never lived by anyone else's rules.  This article is a very shallow dip into the rich, long life of Coco Chanel.  If you are interested in learning more, please visit the references provided below, especially the Wikipedia article.  Also, a tip of the pen to Mary Ellen Frey, of Vintage Vogue Treasure on Etsy who suggested Chanel as a topic for this blog and provided resources and notes.

Chanel Renderings - Stock Footage

1970s Chanel Suit from PaletteLondon on Etsy

Resources:  Bio.com - Coco Chanel
                    Wikipedia -- Coco Chanel
                    The MET - Gabriel "Coco" Chanel

It's In The Stars

For fun, we took a look at the major style trends reported for each zodiac sign for 2014 according to the website Gilt.

Last month Gilt enlisted the help of one of the "Astrologer to the Stars," Aurora Tower, to explain the highlights of each sign and how they might relate to a person's sense of fashion and style.

Take a look below and see some great vintage pieces applied to each of the 2014 trends identified by Gilt & Aurora!  What do you think the style predictions for 2015 might be? Can you predict what style trends will shine under your sun sign in 2015?

Aries 2014 - Shorts

Aries 2014 Kept Cool in . . . . by vintageimagine featuring ripped high waisted shorts

Arians are impulsive yet stylishly opinionated, fiery. They are headstrong about accomplishing their mighty ambition; grab all eyeballs!

Some well known Arians are Kate Hudson, Kristen Stewart, Emma Watson, Lady GaGa, Pharrell Williams, Peyton Manning, Amanda Bynes and Claire Danes.

Here is what Aurora Tower says about Aries. "Aries are undoubtedly a bit edgy and daring with their style choices, and at heart they are very active people and need clothes they feel good in -- with an emphasis on knitwear, and of course the iconic trench."

Don't forget that Ram themed jewelry is an obvious favorite for this sign! Others are predicting that this is Aries' year to become a trendsetter - and there is NO better way to personalize your style than to add GREAT VINTAGE pieces to your wardrobe.  And because this year might find you traveling don't forget to take a look at some wonderful luggage finds!

Taurus 2014 - Cocktail Dress

Tarus 2014 Stayed Chic in . . . by vintageimagine featuring a vintage dress

Enter the bull, Taurus.  Obstinate about the finer details, you can depend on uncompromising but realistic Taurus to pull off a look that draws crowds.  They are very determined and focused; they do not change easily -- but they know how to have a good time!  They take great pleasure in viewing beautiful things.  They have a strong love of personal expression and real pride in their skills and assets. Some are predicting that this is their year for love, so they had better be prepared with great date outfits!

Some famous Taureans are Adele, Andie McDowell, Barbara Streisand, Candice Bergen, Cher, Jessica Alba, Kirsten Dunst, Penelope Cruz, David Beckham, Sam Smith, Queen Elizabeth II, Channing Tatum, George Clooney and Megan Fox.

Here is what Aurora has to say about Taurus' style.  "Things that don't look natural repel them so they usually pick black or neutral (and Taureans occasionally reveal their soft spot with pastels and florals)."

Gemini 2014 - Rompers

Gemini 2014 Stayed Playful in . . . . by vintageimagine featuring a red jump suit

As the most versatile sign with oodles of experimental style, style savvy Geminis are common targets of the "double take". They love spontaneity and coexisting gracefully with others is the main theme for them this year.  They can be "social butterflies," which calls for wonderful party dressing.

Some famous Geminis are Marilyn Monroe, Angelina Jolie, Mary Kate and Ashley Olsen, Kate Upton, Iggy Azalea, Johnny Depp, Heidi Klum, Morgan Freeman and Blake Shelton.

Here is what Aurora has to say about Heidi Klum.  "Heidi Klum is not only an ubermodel, ubermogul and ubermother, she is also and uber-Gemini; both her sun and her moon fall into the sign of the twins .... and indeed Heidi is the ultimate Gemini -- friendly, communicative, enterprising and very multi-faceted."

Cancer 2014 - Booties

Cancer 2014 Stayed Versatile in . . . . by vintageimagine featuring leather boots

Cancers are lovers of comfort and creativity. Spontaneous and sensitive Cancers wear their stylish wardrobes as their protective shell.  Their nurturing spirit is like a welcome-home embrace and friends are their lifeblood. Some say Cancers are the Zodiac's Mother Goddess and the ruler of the nest. Their taste and standards can be extremely high for their wardrobe, their mate and their home. Predictably, they will need to feed these high standards with organizing essentials for their wardrobe and home.

Some famous Cancers are Selena Gomez, Ashley Tisdale, Khole Kardashian, Edie Falco, Will Ferrell, Nelson Mandela, Malia Obama, Arianna Huffington, Richard Branson, Frida Khalo, Lindsay Lohan and Meryl Streep.

Aurora has this to say about Cancers. "Cancer is a fascinating water sign, one which is ruled by the ever-changing moods of the moon (think of the pull of the watery tides) .... (they) are all but consumed by an intense connection to their needs, desires and intuition .... another theme for Cancer is home and sense of place as Cancer is known to be the most home-loving of all the signs."

Leo 2014 -Jeans

Leo 2014 Kept it Classic in . . . by vintageimagine featuring Allen B.

Leos are majestically glamorous with an imposing individualistic style and with their love of free-flowing fabrics they naturally grab attention.

Some famous Leos are Jennifer Lawrence, Barack Obama, Ben Affleck, Demi Lovato, Jennifer Lopez, Madonna, Anna Kendrick, Whitney Houston, John Stamos, Mila Kunis, Amy Adams, Sean Penn, and Elizabeth Gillies.

Aurora says that "strong willed Leos ... have very big personalities of the 'love them or hate them' variety. The same could be said of their always unique take on personal fashion."

Virgo 2014 - Luggage

Virgo 2014 Stayed Well Traveled with. . . by vintageimagine featuring a black tote bag

Virgos are purveyors of a puritan style and loyal to everything in vogue; detail oriented, they are irrational only about perfection.  This is a zodiac sign that gets your attention.  Expect to find them in some fabulous resort wear this year.

Famous Virgos include Beyonce Knowles, Michael Jackson, Pink, Abbey Lee Miller (from"Dance Moms"), Lea Michele, Cameron Diaz, Hunter Hayes, Kobe Bryant, and Adam Sandler.

Aurora says this about Virgo: "The play between structure and romantic whimsy rules the lives of Virgo."

Libra 2014 - Sneakers

Libra 2014 Stayed Comfy in. . . . by vintageimagine featuring red tennis shoes

Librans are ironically both refined and modish, but can also be indesicive; only they can achieve the perfect balance in style.  This is the Libran's year to write her own script and take a fresh look at business attire -- perhaps add some vintage accents.

Famous Librans inlcude Kate Winslet, Kim Kardashian, Avril Lavigne, John Lennon, Hilary Duff, Marion Cotillard, and Frieda Pinto.

Aurora say this about Libras -  "....always striving for a balance between independence and harmony and with their plays on symmetry and color contrast. This can often be seen in their fashion choices."

Scorpio 2014 - Clutches

Scorpio 2014 Stayed Elegant with . . . by vintageimagine featuring a vintage purse

Sexy, seductive and sensual Scorpios may be passionate about black and red but will never reveal their true style secrets.

Famous Scorpios include Anne Hathaway, Leslie Mann, Katy Perry, Emma Stone, Bill Gates, Drake, Leonardo DiCaprio, Kendall Jenner, and Shailene Woodley.

Aurora says this about Scorpios:  "There is nothing childish about stubborn, intense, Scorpio women.  They love and live fully and when they decide to DO something, like rock the red carpet, they really DO it."

Sagittarius 2014 - Sunglasses

Sagittarians 2014 Looked Bright in . . . . by vintageimagine featuring pink cat eye glasses

Sagittarians are adventurous and extroverted --  they are trendy.  You can expect Sagittarians to be fashionably flexible.  However in 2015 they will forget fads and take a look at timeless pieces.

Famous Sagittarians include Anna Nicole Smith, Taylor Swift, Miley Cyrus, Jay Z, Brad Pitt, Vanessa Hudgens, Christina Aguilera, Walt Disney, Bruce Lee, Rita Ora, and Britney Spears.

Aurora says "Fashion wise, the hallmarks of Sagittarius are bright colors, bells and whistles, short hemlines, and all the glitter and glamour that you can throw in one package (think of Sagittarian women like Christina Aguilera, Britney Spears and Anna Nicole Smith).  Saggs favor clothes that can be a bit campy and costumey."  She says this about Sagittarian men: "They are happy, confident, outspoken, proactive, thoughtful and have a very healthy self-image."

Capricorn 2014 - Lingerie

Capricorn 2014 Slipped into . . . . by vintageimagine featuring a 80s fashion

Structure loving, elegant and intuitively stylish, Capricorns are unsympathetic to just one thing: fashion faux pas. This year their look will stand out in bright colors and patterns.

Famous Capricorns include Michele Obama, Kate Middleton, Gabby Douglas, Ellie Goulding, Dwayne Wade, Blue Ivy Carter, Jim Carrey, Martin Luther King, Betty White, Tiger Woods, and Elvis.

Aurora says in 2015 Capricorns will be "disciplined, focused on long term success and goals - driven to succeed."

Aquarius 2014 - High Heels

Aquarius 2014 Stood Tall in . . . . by vintageimagine featuring black shoes

Detached from convention, Aquarians are flamboyant and freethinking - they create ripples with their unpredictable style. They should sport stylish fitness apparel to keep up with this year's fast pace.

Aurora says that Aquarians have "...qualities of independence and are forward thinking .... they are visionaries and are extremely dedicated and focused.  They tend to be single minded in their commitment to certain things and difficult to sway from their core beliefs."

Pisces 2014 - Flats

Pisces 2014 Went with the Flow in . . . . by vintageimagine featuring loafer shoes

In a sea of chic, the ideal Pisceans swim in fashion currents without letting go of their sensitivity for style.  This is their year to pamper themselves and their home with bliss-inducing products.

Famous Pisces include Rhihanna, Adam Levine, Kurt Cobain, Steve Jobs, Leigh-Allyn Baker, KeSha, Albert Einstein, Carrie Underwood, and Drew Barrymore.

Aurora says that Pisces are "spiritual, giving and creative souls who seek to improve themselves and the world around them. Pisces are interested in doing this through emotions and art."

                                                          Composed by Wendy Podell

Vintage Imagine
Sources:

Tejalpatnibehance.net via Pinterest

Brightstarlights.com

Gilt.com