Can you reach every buyer with one title?
|Best practices for writing item titles|
The new "machine learning" algorithms simulate how people look for things in real life. Think about it: they search for the few items that are tailored to a particular need.
Buyers seek a specific item (not something that fits the needs of the entire vintage-buying population on earth...)
Use your title to speak to the perfect buyer for that item. No need to worry about everyone else, as they are not buyers.
Speak to your target market
This goes back to basic marketing: who is your target market? You cannot reach everyone with one title. Narrow your target audience.
If you try to market your items to everyone, you will hold back your shop. Besides, no one can afford to market to everyone. Not even huge companies.
Think about the commercials you see on sports events, versus those you see on Saturday morning cartoons... Yes, different markets.
The importance of natural wording
Consider the increasing importance of voice search. Many people now own and use Alexa or Google Voice.
(Indeed Artificial Intelligence is already in use, helping people to find what they are looking for online.)
Search engines look for topic and context rather than exact words. Real people do too. So write titles for real people.
How do I reduce my bounce rate?
Make your listings appeal to the people your title is set up to attract. Use keywords and buyer phrases that are relevant to your target customers.
Why is it bad to use the same word combinations over and over in titles?
Mix it up. I know it sounds crazy, but varying the wording of your titles could make a big difference in getting found. Change up your word combinations. What kinds of terms does your target audience use? Use a purchase phrase list.
One word that it is OK to have in every item title is the word "vintage." Do avoid placing the word "vintage" in the valuable real estate right at the beginning. Put it after the first five or so words.
What about "word salad" titles?
AI is dealing with one searcher at a time. There is no benefit to stuff your titles with terms that make it unclear exactly what your product is. (An example is naming every possible holiday gift your item could be. Instead, aim for niche, long-tail searches.)
Etsy's AI scours the site looking to match up searchers and the items they search for. When your title is unclear, AI will find lots of clear titles that do match what it is looking for. Those items get moved up in search. The “muddier” titles get pushed down in ranking.
Etsy admin answers questions about titles
Now let us look at some information from the horse's mouth, so to speak. Etsy has been moving toward AI for a couple of years now.
In October of 2016 Etsy Administrators fielded many questions from sellers about getting items found in searches. Here are a few questions answered about titles:
Q: Is it acceptable to repeat a word in the title?
Admin: Word phrases within titles and tags don’t need to match exactly. However, tagging your product for “red boots” and having “red boots” in your title will give you a better chance of ranking for “red boots”.
Q: If using commas within a title, is it recommended to put one space after the comma?
Admin:In general, we recommend making your titles as readable as possible while still being descriptive. This would usually involve putting a space after commas when appropriate. Google definitely rewards well crafted, easy to read titles.
What signals are you sending with your titles? Are you reaching your target market?
More on item descriptions next...