In 2018, matchy-matchy is out for Etsy search

The algorithm

Etsy's search algorithm is transitioning into a completely new animal. The days of meticulously matching up phrases in your tags and titles for guaranteed Etsy relevancy will soon be past.

Etsy is in the process making search more human... The old way of search was not natural, the necessity to laboriously match titles and tags.

Etsy's algorithm is in flux

Compliments of Etsy seller Deborah McGregor:

"SEO stands for Search Engine Optimization. 

It does not mean “Match Words Up" 

In a nutshell, Etsy has leveled the playing field for sellers.

The algorithm just does not like me...

An algorithm does not "do" anything of its own initiative. It is only a middleman. Its job is to find common factors between a search query and the information on your listing page. It serves up results (called Search Engine Results Pages, or SERPs) based on common denominators... The more commonalities, the higher the item places. The algorithm does its job according to what its code tells it to do. No emotions are involved.

The order of search results is what has changed. In fact, the order changes from search to search on Etsy now.

How do I get better placement in search results?

There is only one way for any product to place well in a search query. Create your listing so it has as many common factors with search queries as possible. In order to do it well, you must know your target market of customers. What search queries will they use to find your items? If you do not know who is searching the internet for products like you sell, how can you use the same words as they do?

How do I even know where I place in search results?

Etsy seller CindyLou says that it is now impossible to even do test searches because of contextualization and personalization: every searcher will see something different.

You can ask someone else to search, but there is no guarantee that what they see is what someone else will see, either. Remember that in 2018, search is changing all the time, so search placement can vary by a lot even repeating the same search.

The best way to "see" how you are doing is to use your shop stats.

Where is Etsy's search heading?

Machine learning takes time

Google's driverless cars and Etsy's search have something in common. They are both being driven by machine learning, or so-called artificial intelligence. Both are going somewhere.

But of course the technology is new. There are some unknowns, some unintended consequences.

I believe that things will get better. But the process of machine learning will take time (some say as long as two years). In the mean time, mistakes may be made. Mistakes that could discourage sellers if they fail to see these changes in the long run, as "training" the new algorithm.

Etsy sellers have been accustomed to doing a lot of tweaking. Sellers routinely made changes to listings to make sure of word-matching, which is how Etsy's search worked in the past.

The goal of the new search algorithm is to show the best, most relevant listings to buyers. It is designed to do that without the need to constantly adjust listings. Won't that be a relief?
As mentioned, the days of matchy-matchy titles and tags are fading. This is because the new algorithm is smarter than that. Or it will be, eventually.

Following Etsy's "Best Practices" for listings remains important. Do you know what keyword-stuffing is? Have you un-stuffed your titles?  Here is another discussion of title stuffing.

In reality, nothing has changed. But on another hand it has...

Vintage selling

Vintage sellers continue to complain about being the proverbial red-headed child. I try not to have any big expectations that things will change for vintage on Etsy. It is what it is and has been since the beginning... Vintage seems to be tolerated, but Etsy is primarily a handmade "creative" site.

I can deal with that. If it is working, fine. If I am not selling, then I try to figure out why and deal with the issue.

Please note

I make a number of observations here. If your shop is selling just fine, there is no need to change anything. 

Make any changes slowly. Check for effectiveness in your case.

Conclusion

Etsy is in flux. Search is rife with change. 2018 may be the year to "wait and see."


How do you feel? Is Etsy moving your shop to the next level?

Etsy search in early 2018: algorithm factor list

No one really knows Etsy's algorithm

This post is about Etsy's search factors in 2018.

This is all theory and conjecture. Information is based on my observations and those of many others. If you want facts, please move on to another blog post.

Possible Algorithm Factors

Remember that these change all the time. And some are weighted differently.

(The algorithm is kept private. That maintains fairness for all sellers.)

Okay, here goes...

*Asterisk means factors that I have seen said by Etsy Admin that DO count. But factors can always change.

#Pound key means factors that I personally have seen at work.

->Elements seller can work on

Item quality

Beautiful click-worthy photos*

Titles and tags*

Accurate item category*

Attributes completely filled out*
Attributes accurate*
Accurate title and tags* (Admin is saying that inaccuracies are now being penalized by Etsy search)

Seller shop activity

Regularly renewing items and listing new#
Using Shop Updates in the last period of time (week? month?)#

Shop completeness

Completed About section*
Returns Policy* (have something)
Canned Policies* (Etsy prefers that sellers use their preset policies)

Shop promotion

Offering free shipping
Having sales
Using Promoted Listings (internal Etsy ads seems to have an indirect positive effect)

Shop quality, buyer experience

Shipping quickly (do not go past your stated shipping time)*
Customer service cases*

Review score (stars)*
Copyright infringement cases*

Factors some feel play a part, but I disagree with

Use all 5 About photos
Using FAQs (in canned policies)
Frequent renewal of items

Using Etsy shipping labels
Using a cover photo (I do not)
Using Integrated PayPal (I do not)

Things that Etsy has stated do not factor in but may have changed

Content of Descriptions (admin has said that it may eventually be a part of search)
Using Pattern (website)

->Elements that sellers cannot directly control

Quality scores of the competition
Random rotation (of items within search)
Time of day
Buyer location (some countries are regionalized)

Buyer behavior

Shopper's recent search history
Shopper's overall Etsy search history
Shopper's social media activity through Etsy

Item quality

How long listing has been listed without sales#
Hearts (to a degree, within reason)
High click rate (can work negatively if no one buys)

Item conversion rate*#

Specific to search terms

Shop score for those search terms
Sales in that specific search*
Sales in similar searches#
Clicks in that specific search*
Clicks in similar searches
Favorites in that specific search*
Favorites in similar searches
Details (context) of current search*

Shopper data

Etsy Purchase history*
Shopper location*
Shopper age, gender and other demographics (this just makes sense)

Clicks of similar shoppers
Favorites of similar shoppers
Purchase history of similar shoppers

Shop quality

Shop conversion rate*
Backlinks to your shop
Backlinks to your listings

Items that are not a direct factor

Price (can certainly be an indirect factor)
Using all ten photos (could become an indirect factor if Etsy adds photo recognition)

-------------------

Phew, that was a lot of factors. No wonder artificial intelligence is necessary to sort it all out!

Here is some new information on search:

https://www.youtube.com/watch?v=fb-oZNJD-QI

Have I missed something? Let me know and I will add it.

In another post we will cover what sellers can do with the information.

The art & science of item descriptions

The opening paragraph of your item description is crucial. It is both a science and an art.

First the science: your description should clearly inform the AI (artificial intelligence) algorithm*:

1. what is for sale
2. context for which the item is appropriate (example: "shower" ... is it wedding or bathroom? See "LSI" at the bottom.)
3. type of query for which your item would be a good response

Craft your opening paragraph to match as many factors in the search query as possible. You must know your target market.

At the same time, your opening paragraph must engage your viewer, converting them into a buyer. Search engines and Etsy love a great conversion rate.

Catching buyers

Capturing the attention of a shopper is an art. It is where your personal writing skills come into play. 

Use your persuasive ability to market your product. Use a writing style and terminology that are comfortable for your target audience.

If you capture the attention of viewers in the first few sentences, they will continue to read the page. They will see all the interesting details you have provided that will convince them to buy.

If you fail to engage your shopper, they will never see the rest of what you have written. Instead they will leave the page, bouncing to another listing in another shop 😟.

Reduce your bounce rate

To restate, an effective item description must:

• accurately convey what is for sale (to the AI in the algorithm*)
• engage your viewer (so they stay and do not bounce out)
• convince your shopper to buy (of course!)

Here are more strategies to reduce your bounce rate.

How long should product descriptions be?

One school of thought is to keep listings brief. Use short paragraphs (even one sentence). Use bullet points. After all, users of smart phones have that small screen.

Yet some guidance is saying to aim for 2000 words. Say what? Supposedly descriptions of that length are ranked better by search engines. (This is taken from advice that is directed to websites and blogs as well as selling websites. Note that even my most complicated my blog posts are not that long, let alone item descriptions...)

Which is best? Use the amount of text that is best for your target customer base. Higher quality writing can be a tool to make your products sound more appealing than your competitors’. And longer descriptions take longer to read, which pleases search engines.

Use longer descriptions for items that are extra interesting, have a backstory, or are ultra competitive. What will work best to engage buyers?

It can be difficult to provide long descriptions that are meaningful. Share some interesting or amusing details about the item. Educational facts are fine. But customers love reading short stories just as much.

Give it a try on a few listings. Craft longer descriptions for pricier items. Save the short and brief ones for low-end stuff. Mix it up. Observe if anything changes.

Insert a link to more items. Most websites try to keep you in their store by linking you to their "latest" items or picks "just for" their shoppers. That tactic works for online vintage sellers, too. 

Can I use boilerplate in my listings?

Boilerplate is repeating the same block of text in each listing. The short answer is "no." There are many reasons. Item descriptions should be just that, descriptions. It should not be returns or shipping information. 

Some feel that the very end of a long description could contain some repetitive material, so you could try that... But put your shipping and return information in your shop policies where they belong.

How to incorporate title words in item descriptions

From Etsy admin in 2016:

Q: Is it better to copy & paste your title at the start of the description, or to sprinkle the keywords from your title conversationally into the first few sentences?

Admin: we recommend using your keywords as naturally as possible throughout your item description because Google does not like unnatural keyword use. Therefore, describe your product in a thorough and accurate way to give yourself the best shot at ranking well in Google.

The importance of natural wording

Search engines do prefer natural wording. That is not the only reason to use it...

Consider the increasing importance of voice search. Many people now own and use Alexa or Google Voice.

(So artificial Intelligence is already here. It is in fact helping people to find what they are looking for online.)

Users of this technology speak their search terms. If necessary, they refine their query. They tell the device what they want, using natural spoken English language (in the USA). The words used are "LSI keywords" in SEO-speak.

Do item descriptions really matter?

*NOTE: Etsy does not use item descriptions in search right now. But indications are that they could begin to use them. For now, the algorithms referred to are only for outside searches by search engines. But that could change. Part of the goal of this blog post is to make you aware of possible changes in the Etsy pipeline.

Extra credit:

What are LSI keywords?

LSI stands for Latent Semantic Indexing. They are keywords related to your main keywords. So write in a natural way, not for a machine. For example, when writing about old things, you might include words like "vintage" or "antique" and "patina." Mention what it might have been used for, its history. 

The terms you use give clues to the search engines what your item is. Even better, those terms lead searchers to your items.

Search engines look for topic and context rather than exact words. Real people do too. So write content for real people. 

December 2017 Updates from Etsy's CEO

Etsy's CEO Josh Silverman

On December 13, Etsy CEO Josh Silverman updated Etsy sellers.  He also shared information in a video on December 5, 2017.

Here are some highlights about search improvements.

First, from his earlier video chat:

In September, we introduced a major improvement called Context Specific Ranking, or CSR. Through CSR, we’re personalizing the search experience by using information about the shopper, time of day, and other context-specific factors to rank results in real time… The more personalized approach means that you’ll no longer see the same results every time you type in a search term. And the good news is that we’re already seeing CSR drive more sales.

 We’re also working hard to get better at understanding what your item actually is, based on all of the information in your listings, with less focus on your titles. Eventually, as search continues to improve, our goal is to enable you to include all the relevant data about your products as you list them, reducing the need to continuously refine your SEO terms.

Let us break this down a bit.

 "...you’ll no longer see the same results every time you type in a search term."

That means that doing test searches to determine ranking of our items is no longer possible. Every time someone searches, they will see something different.

This is where Josh introduced the term "CSR" or "Context Specific Ranking."

Through CSR, we’re personalizing the search experience by using information about the shopper, time of day, and other context-specific factors to rank results in real time.

He let sellers know that any need to stuff item titles full of keyword phrases is fading:

We’re also working hard to get better at understanding what your item actually is, based on all of the information in your listings, with less focus on your titles.  

He finishes this section with this statement:

Eventually, as search continues to improve, our goal is to enable you to include all the relevant data about your products as you list them, reducing the need to continuously refine your SEO terms.

This is good news if you dislike tweaking listings. It means more time to pick great vintage to sell, right?

Adjustments to search and discovery

 Now let us consider some excerpts about search from today's question-and-answer session from Josh:

Regarding improvements to search and discovery, this continues to be a major focus for us. As I mentioned in my video, in addition to rolling out context-specific ranking, or CSR, we’re working hard to get better at understanding what your item actually is, based on all of the information in your listings, including image recognition, with less focus on your titles. Eventually, our goal is to have you design your title and item description in a way that most appeals to customers. We’ll keep you posted on our progress.

 We boost new shops and new listings in relevant search for a very brief time to give them a chance to be seen. After this quick boost the new items will appear as they normally would in search results. This practice, which is common in ecommerce and retail in general, has been in place on Etsy for the past few years.

 I’d like to address search “clumping,” which has been a hot topic lately. Our system limits the number of listings per seller that can return within the first few pages of results for any given query. This allows us to help buyers experience the breadth of items available on Etsy, which, as we’ve learned through data and testing, increases the likelihood they’ll make a purchase. We’ll continue to analyze the data to make sure we’re helping buyers find what they’re looking for within our diverse collection of listings. We need to do a better job at delivering Breadth, and not just Depth. I agree this is an area where we need to improve, and we are making significant investments to do so.

…the search algorithm, the way we match search terms to listings hasn’t changed and our guidance remains the same, including recommendations for keywords, titles, and categories. What has changed is how we rank search results. Through context-specific ranking, we’re personalizing search rankings in real-time using information about the shopper, time of day, and other context-specific factors. This new approach is leading to an increase in sales in the marketplace. 

Now we will break it down a bit.

Etsy recently added five photo fields

...In addition to rolling out context-specific ranking, or CSR, we’re working hard to get better at understanding what your item actually is, based on all of the information in your listings, including image recognition, with less focus on your titles.

Fill out all of your attribute fields (things like color, size, capacity, style, occasion). Include lots of pictures, as image recognition is on the horizon. Think about it, the more photos you have the more chances to be matched up with a buyer's search!

We boost new shops and new listings in relevant search for a very brief time to give them a chance to be seen. After this quick boost the new items will appear as they normally would in search results.

So listing new items gives them a "quick boost." Is that better than renewing? Maybe.

Our system limits the number of listings per seller that can return within the first few pages of results for any given query. This allows us to help buyers experience the breadth of items available on Etsy, which, as we’ve learned through data and testing, increases the likelihood they’ll make a purchase.

Clumping is the new normal. You can be sure that Etsy would not be doing it unless it resulted in increased sales over all.

Best practices are the same

What are sellers to do? Has anything changed? Josh addresses that:

…the search algorithm, the way we match search terms to listings hasn’t changed and our guidance remains the same, including recommendations for keywords, titles, and categories. 

Etsy's "best practices" have not changed. (As always, use a variety of long-tail keywords. Use concise titles and accurate tags. Those are the best ways right now to capture different queries that buyers might make.) Try this prototype team for an improved way to find Etsy's categories.

What has changed is how we rank search results. Through context-specific ranking, we’re personalizing search rankings in real-time using information about the shopper, time of day, and other context-specific factors. This new approach is leading to an increase in sales in the marketplace. 

But how search results are served up has changed. There is that term "CSR" again. How items are placed in search are personalized (using information about the shopper, the time of day and other factors to be sure).

Josh Silverman is saying that he has the shareholders' backs. And sellers, as there would be no marketplace without them.

Happy selling!

Who is in the driver's seat?

What is up with Etsy's search?

Hold on tight!

Reports vary... some shops are doing all right and some are not: theories abound.

Things have changed with Etsy's search. That is a fact. As one seller put it,"relevancy is no longer relevant on Etsy."

This may sound radical, but it is time to reassess everything that what we think we know about how search works. Everything. The entire ball game has changed.

Why are sellers holding their breath?

Artificial Intelligence is now in the driver's seat of Etsy search. 

Etsy feels a bit like driverless car... No one, not even the programmers, know exactly where the search "vehicle" is headed with the new "recommendation technology." Sellers will have to be patient. "Machine learning" has to do its thing. It will be seeking connections between searches and purchases. Its goal is to figure out what searchers want to see, what motivates them to buy.

Analyzing data takes time

It takes time to examine millions of pieces of data. The algorithm will be looking for connections, called "context-specific results." This new technology will be seeking common factors between millions of buyer search queries and actual sales. It will be connecting the dots.

Add to that personalization of results. Everyone will see something different.

Etsy's search has become more complicated than any human can understand... "machine learning." That is why no one can even begin to predict search results at this point.

The thought is that search will change all the time for a year or two. Search results may at times be bad due to the learning curve. Of course, sales can suffer in the short term.

This "deep learning" technology is calculated to "deliver even more relevant search results and a shopping experience that can be even more tailored to individual buyers." Ultimately, things should improve.

Google's driverless car goes places... It is basically doing what it has been "trained" to do. Eventually Etsy's search will get there.

Can Etsy's machine learning figure out vintage?

Vintage is vulnerable at Etsy. It seems like the proverbial red-headed step-child. Etsy is stressing its "made by someone" mystique, which is not vintage.

Etsy is stressing handmade in this sale banner from late 2017

Being in on the ground floor of a revolutionary new search experience has its pros and cons. Etsy sellers are about to find out the good, the bad and the ugly.

What can be done now?

Until more information is provided, making major changes would just be a shot in the dark. Let common sense prevail.

For now, the rules appear to be the same as always... When listing, accurately describe your item. Use understandable and descriptive language. Carefully word your titles and tags. Fill out any slots for attributes. (Those are material, size and other search factors that are different for each type of item). Use great photos.

Etsy's instructions have not changed. Yet at least. (Please let me know if you see that they have.)

Hang on tight, though. It could be a rough ride when machine learning is driving search.

Want to know more? Here is some more in-depth information about recent changes in Etsy search.

On machine learning and other Etsy search changes...

Hold on tight... Etsy is a sea of changes

Sometimes it feels like there is a sea of change at Etsy. I know that I felt that way earlier this year. Since then, there have been further transformations afoot.

For one thing, Etsy stated that they are doing even more testing than in the past. They use the term "experiment velocity."

Etsy has not announced these changes per se. But they are happening.

Etsy has added many new search features:

• Item attributes can now be searched in some cases. (Make sure yours are all filled out.)

• New filters are available (items on sale, free shipping, some attributes on the left side).

• Badges may appear for things like "best seller" and what they call a "scarcity".

• Guided search, which are orange-toned buttons that appear at the top of some broad searches.

Some changes to Etsy search

• Shop feedback (star ratings) now display in search results.

• Similar items buttons are under search results (only show up if your cursor is over that item).

Artificial intelligence & search

Etsy has begun to use machine learning technology ("artificial intelligence"). That is why Etsy purchased the company Blackbird Technologies last year.

What is Etsy's algorithm?

The goal is to determine the intent of a buyer when making a search. (Here is more about the related "Context Specific Search Ranking.")

In the past, search results were returned to shoppers that best matched their exact phrases in tags and titles. And the best "quality scores." 

Items used to be shown one per page per shop as per the "fairness" part of the old algorithm.... but that has changed...

Some things have been removed

Gone is the "shop diversity" element. There is no longer a limit of one item per shop per page of search results. "Clumping" is now the norm. This is a big change for some shops.

Also gone is the opportunity to test search to see how your items place. Why? As mentioned above, your search results are becoming contextualized and personalized. Results are different for each buyer. 

As artificial intelligence is self-learning, the personalization is still developing. It is learning to make connections between the terms that searchers use and what their real intent is. (For example, when someone types in a word, what is it that they eventually buy?) Etsy stated that factors include search history, user data and "as a first step" sales data. It is far from perfect, but you can expect it to get better with time.

Any improvement in Etsy search is good news, right?

What is next at Etsy?

We do not know. And there is no recommendation to make any major changes to titles or tags. As always, use a variety of long-tail keywords. Use accurate titles and tags. Those are the best ways to capture different queries that buyers might make. And ultimately sell your items.

(And, of course, offer cool stuff.)

Etsy is working on more interesting ("revolutionary") discovery tools... So plan on more changes!

Etsy search: clumping is the new normal?

Shop diversity is no longer a part of Etsy search

For a long time, when buyers searched for items on Etsy, they saw a predictable mix. One item from a variety of shops on page 1, 2 and so on...

As usual, changes are afoot.

The “shop diversity” part of Etsy's search algorithm is no longer in place. We know that because the wording about it has been removed from Etsy’s seller help manual.

Etsy has been testing this for the past two months or so. Complaints of “clumping” have been made.

What is clumping?

Clumping is when you see a page of search results with the same shop repeated over and over. Certain shops seem to dominate search results for some searches.

What is clumping, anyway?

Why is Etsy allowing it?

Ultimately it comes down to making money. If items are not selling, then Etsy is not making money. Etsy's search results will favor what makes the most money for Etsy. End of story.

As mentioned, sellers had become accustomed to “fairness” or “diversity” in search results. That was when you saw one item displayed from each seller, especially on the first few pages.

Some sellers got used to having their items consistently on page one of search results. It is easy to feel that if your item placed highly for a year or two, then you are set for life. That is not the case. Etsy's search changes constantly. This might be a case for the expression: “adapt or die.”

How can I be the shop that shows multiple results?

There are many steps you can take.

Fill out all of your attributes. These are the new fields where you tell buyers the color, size and perhaps style of an item (as well as other attributes depending on the category). Search results are now being weighted with this information. Don’t get left behind.

Make sure your item categories are drilled down as far as possible.

Use all of your tags. Fill as many of the 20 characters in each tag as you can. For vintage items, be sure to use the word “vintage” in one of your tags. Try to use a variety of natural search phrases for “broader search presence.”

Do not obsess about getting found on a one- or two-word general search. Focus on niche searches (AKA “long-tail searches”). By focusing on improving your items' rank in these specific multiple-word searches, your items gain ground in the more generic searches.

Put the most searchable words at the beginning of your titles. The first few words (Etsy Admin keeps saying three) have the most weight. If you have more than one similar item, change up your wording (of both titles and tags). That way, your items may get found with a variety of search terms. 

Have the highest possible conversion rate.

A higher conversion rate is better.

Raise your listing quality. Have 10 great photos. 

Ship quickly. Provide excellent customer service. Have minimal cases.

Offering free shipping could place your shop front and center

Renew items often. List a new item or two every day.

Offer more items. Larger shops seem to do better in searches these days. It also increases the odds that you will have something that someone wants to buy.

Give the market what it wants. Figure out what is selling. If what you are offering does not move well, try something else.

Try different price points. If it seems that cheaper is selling better, then offer lower priced items.

Try a sale or free shipping. Your shop can be front and center if a buyer clicks a check box and applies the filter.

The algorithm

There are a number of factors that determine where our items land in search. (One informed seller says dozens of factors.) No one (outside Etsy programmers) knows what those factors are. Or how each is weighted. 

They change all the time. The above factors ("steps you can take") are some educated guesses.

How are sales in your shop? Is clumping good or bad?

More to come on this subject... stay tuned.

July 2017 Admin Update for Sellers

On July 20 an update was held for a few Etsy sellers in positions of team leadership. Admin answered some questions. This is a condensed version.
---------------------------------------------------------------------
Etsy remains committed to Etsy teams. More team captains and leaders will be invited to join the Fellowship program [which is located on Facebook] this year.

Q. What effect do hearting games have on Etsy's search algorithms?
A. (The information provided by admin duplicates what was said during the public Q&A post on Etsy.) If a buyer clicks, favorites, or purchases an item found in search results, that has a positive effect on that items search ranking.

• If a product is clicked on or favorited outside of search results (for example, from social media), that has no impact on search ranking - neither a negative or positive effect.
• If an item receives a favorite, regardless of there it came from, that product will show up in the Recommended Items area on the front page - so there is a benefit there. But no benefit on the search algorithm.
• Better tags and titles can improve search ranking.
• Driving traffic to your shop via social media is still the best way to get exposure.

Q. Do conversion rates affect search ranking?

Lower conversion rates are better

A. Yes, conversion rates do affect search ranking.

Q. Is a fee increase in the works for sellers?
A. No.

Q. Regarding the 10 photos per listing, if not all 10 photos are used, will this reduce search ranking?
A. No. The number of photos used has no impact on search placement.

Q. Why have sales have plummeted for sellers this year?
A. Etsy admin understand that fluctuations in sales are scary. Unfortunately, there are many causes. There is no general trend; it is SHOP specific.

Concerned shops that have decreasing sales may contact Etsy. A team of Etsy admin can do a 15 minute shop critique to increase sales. The link is in the Help pages. Shop owners should click on the contact button in that Help section to request a critique.

Q: (Re-questioned): you are saying that there is no Etsy trend that is affecting sales… It goes back to the individual shops? That the experimenting that seems to be affecting sales, is not having an effect on sales?
A: As part of the recent realignment, Etsy now has a dedicated group of admin (called Voice of the Consumer) who are listening to all channels to hear from sellers…

Q: Some feel that morale among sellers on Etsy is at an all-time low. Shop owners could use more timely information from Etsy.

A: We are currently working on better communication plans. We will communicate better with our sellers. This week there are lots of meetings going on at Etsy about being more transparent to sellers. We are working to be better at letting sellers know testing and experiments, ones that are working and not working.

😎 Thanks to long-time Etsy vintage sellers Gail and JD for the above information!

Etsy Search: The algorithm in 2016

We hear many opinions about "the algorithm." It is how Etsy bumps our listings up and down within search results. Many things affect our ranking. 

Known Algorithm Factors

Some factors have been spelled out by Etsy. Here is what admin has said:

🠝Recently listed or relisted. This is a 20-cents way to boost a listing for the short term.
🠝Better listing quality with better shopper engagement . This is related to the item itself, photo quality and price. It goes up when:

1. Buyer searches for an item and chooses to view (="click") your item over other images they are presented with.
2. "...A buyer clicks, favorites, or purchases an item after they’ve seen it in search results."

🠝 Lower conversion rate (our views-to-sales ratio). Try to get it as low as possible, below approximately 50 views per sale [just a guess], although this can be tough.

Customer experience
     🠝 Complete your About section
     🠝 Fill out your shop policies. Use Etsy’s policy template (additional “slight bump” more)
     🠝 Ship on time
     🠋 Recent case
     🠋 Negative feedback
     
🠋 Intellectual property infringement

Debated Algorithm Factors

Some factors are secret. And you can be sure that this list changes all of the time, as does how much each aspect is weighted. The length of time that these factors bump us up or down is basically unknown as well. Here are some thoughts:

🠝 A particular search resulted in a sale. Your results will go up for those search terms. Recent example: I sold a green enamel ladle. Right away I sell a green enamel teapot to a different buyer.
🠋 Items that have been for sale for a long time, a year perhaps, fall to the bottom of search (I call this the “stale item effect”). Renewing will bump them up for a bit, but they again fall to the  bottom of search.
🠋 Sold items not marked shipped (I'm less sure about this in the short term, but if your sold items are not marked as shipped in a timely manner it) can negatively affect your shop's placement in search results.

There are also rampant rumors, many with sound reasoning. Here are a few thought-provoking ones:

🠝 Sale from town/state. It keeps happening to me and others. Recent sales hot spots for me have been State College, PA and Winchester, NH. It could be chance, of course.
🠋 Recent Sale. Rumor has it that your items go to the back of the pack after a sale. This is the direct opposite of our similar items being better positioned after a sale.
🠝 Shop updates. My items that have been featured have a higher sales rate. I tested this recently and failed to prove my theory. My item's low position in Etsy search was unchanged the next day after a shop update feature.

What does it all mean?

Etsy has pioneered a unique discovery process. Shoppers love to browse an interesting, well-curated venue. Items that are on-trend and well-photographed fare the best.

How likely are shoppers to happen upon our great item, fall in love, and buy it? My opinion is that we have a lot less random shoppers browsing our vintage Etsy shops than we once did. That is, unless we are paying for ads. Etsy has changed its business model to include paid ads rather than self-promotion. And that's their prerogative.

My job is to use the venue to sell my items. So far it is working well. Of course, things change all the time and we must keep up with it.

What will 2017 bring? 😯 Stay tuned!

Etsy search, the fairness algorithm

Of course, sellers want to get found when buyers search on Etsy. Here is Etsy's basic information.  (Effective November 1, 2017, please note that Etsy's help page no longer states that a diversity of shops will be shown. What is known as “clumping” is now the norm.)

In the past, Etsy wanted to give each seller a chance, to be fair. That meant that search results were spread among many shops.

Algorithms

Etsy has algorithms, or special programs that adjust search results. All big websites use them. (On eBay, it is called "best match.") 

Theories abound as to exactly how Etsy's search algorithm is working. It changes all the time.

One issue of late has been that many sellers report that their sales fluctuate. High, then low, then back up again. This is an example of this phenomenon from my shop:

Here is a blogger who tackles the subject.  She has interesting theories. Here is a second post on the subject.Three points made in the above-referenced blogs:

1. Fairness algorithm. Once you make a sale (at least some of) your listings go to the bottom of search. This allows other shops' items to shine. Until their item sells.

2. "Lights out" or "carousel" theory. Whole groups of shops are rotated lower, then higher in search. It explains why many shops see "nothing for days then ding ding! 4 sales in one evening. Then dead again."

3. The "bucket" theory is based on some admin comments, as well as questions Etsy asks when you start a shop. Etsy puts us into a bucket depending on if we are a new seller, hobby interest, part-time seller or full-time seller. The full-time seller gets a bonus.

This is a new article on the cycles that our items' rankings go through that provides an interesting scenario.

Fairness Algorithm / Rotation

Here's the answer given during Etsy's recent question-and-answer session:

Q: Do you implement a Cap System where listings are hidden/penalized in search when they sell (X number of times) or generate (X amount of revenue), and replaced with listings for (X amount of time) that are less relevant? Are shops given Quotas for Orders/Revenue they are allowed to make per month?

Admin: Hi Athena, we don’t set quotas on shops for the number of orders they are allowed to fulfill a month but we will routinely experiment with different search ordering which might happen to give less popular listings a more prominent position.…..

Admin: Hi everyone, I'm sorry if my initial response wasn't clear. We don't actively rotate successful sellers out of searches. We have been running experiments for as long as Etsy has been around to ensure the mix of results we show users is relevant. This is not a new change we have implemented.

So, the admin comments state that they have been routinely experimenting with "different search ordering" "for as long as Etsy has been around."

Do you see patterns in your shop?