When buyers search for products on Etsy, the platform’s algorithm scans millions of listings to find relevant matches. This process, known as query matching, identifies listings containing the search terms. Etsy then ranks these results based on factors like personalization and listing quality score.
To refine your SEO keyword strategy, it’s essential to understand the two primary types of query matching: broad matching and exact matching. Each serves a unique purpose in helping your listings appear in search results, but the true power lies in combining them strategically to maximize visibility and reach.
Query Matching
Query matching is the first step in how Etsy determines which listings to display in search results. For example, if a customer searches for “cat coffee mug,” Etsy scans the titles, tags, categories, and attributes of all available listings to identify those containing the full keyword phrase “cat coffee mug” or its individual components (“cat,” “coffee,” and “mug”). Once matching listings are identified, they proceed through Etsy’s ranking algorithm for further evaluation.
To increase your chances of being included in this process, use a variety of relevant keywords in your listings. A diverse keyword strategy ensures Etsy has more opportunities to match your listings with buyer searches.
For more insights, check out Etsy’s Keywords 101: Everything You Need to Know article for their best practices on keyword usage.
Exact Matching
When a listing contains a keyword in the exact order a buyer enters into the search bar, it’s considered an exact match. For instance, if a buyer searches for “cat coffee mug” and a listing includes the tag “cat coffee mug,” it qualifies as an exact match.
Exact match keywords can appear in the title, tags, categories, or attributes of a listing. However, placing long-tail keywords in the title can be especially effective due to the greater character space available. For tips on finding long-tail keywords to optimize your listings, check out eRank’s blog post How to Find Long-Tail Keywords for Etsy Using Top Broad Keywords.
Exact matches signal to Etsy that your listing closely aligns with what the buyer is searching for, which can potentially boost its ranking in search results. Learn more about how Etsy evaluates exact matches in their article How Etsy Search Works.
Broad Matching
Broad matching offers more flexibility compared to exact matching. It occurs when a listing includes some or all of the words in a buyer’s search query, even if they are not in the same order. For example, if a shopper searches for “cat coffee mug,” a listing with the keyword “cat mug” would be considered a broad match.
Broad matching is easier to achieve on Etsy because the platform scans all terms across the title, tags, categories, and attributes of a listing. Since many categories and attributes consist of single words, broad matching naturally allows for greater keyword variety. This flexibility makes it an essential component of your SEO strategy, complementing the precision of exact matches to maximize your listing’s reach.
Example Title Listing
Let’s explore a sample listing title to better understand how exact and broad keyword matches work in practice:
Keyword Researching
Leverage eRank’s Keyword Tool to discover and save the best keywords for your shop’s SEO. Simply enter the keyword you want to research and then scroll down to the Keyword Ideas section. From there, you can filter your results to focus exclusively on exact match keywords or broaden your options with a range of broad matches.
eRank’s powerful Etsy keyword tool lets you save specific keywords from your research for future use. Simply click the star ⭐next to a keyword to save it to your Keyword Lists.
Successful Etsy Keyword Matching
Understanding query matching is the foundation of a successful Etsy SEO strategy. By combining exact and broad keywords, you can attract a wider range of buyers while signaling to Etsy that your listings are relevant. With tools like eRank’s Keyword Tool, you can take control of your SEO and set your shop up for greater visibility. Start exploring your keywords today, and watch your Etsy shop thrive!
There are many other factors that go into how listings rank on Etsy. To learn more about the various factors, read this eRank blog post Etsy SEO: These Factors Help Your Etsy Search Ranking.
