2026-07-26 · 7 min read

How to Choose All 13 Etsy Tags

Your 13 tags are 13 free chances to get found — and most sellers waste half of them on words they'll never rank for. Here's how to fill all 13 with phrases that actually bring shoppers to your listing.

The rules, quickly

• Etsy gives every listing 13 tags.
• Each tag can be up to 20 characters, including spaces.
• A tag can be a phrase, not just one word — and it should be.
• Capital letters don't matter; "Silver Ring" and "silver ring" are the same tag.

That's the whole rulebook. Everything below is how to use it well. If you want the bigger picture of how Etsy search works around your tags, start with our complete guide to Etsy SEO.

Rule 1: Use phrases, never single words

This is the mistake that quietly sinks most shops. A tag like "ring" puts you up against millions of listings — you will never surface for it. A tag like "silver stacking ring" is a phrase a real shopper types, and it's specific enough that you have a genuine shot at showing up.

Use the full 20 characters. A two- or three-word phrase almost always beats a single word, because it matches how people actually search.

Rule 2: Use the words shoppers use, not the words you use

You might call your piece a "band"; shoppers search "ring". You might say "bespoke"; they type "personalized". Etsy matches your tags to their searches word for word, so the closer your tags are to real shopper language, the more often you appear. When in doubt, use the plainer, more common word.

Rule 3: Use all 13 — every blank tag is a missed search

There's no penalty for filling every tag, and a real cost to leaving any blank: each empty slot is a search you simply can't appear for. If you're struggling to reach 13, that's usually a sign to get more specific — add materials, styles, occasions, and who the item is for.

Rule 4: Mix broad, specific, and low-competition

Not all tags do the same job. A healthy set of 13 blends three kinds:

• A few broader phrases ("silver ring") for reach — you won't rank top, but they still catch some traffic.
• Several specific phrases ("dainty silver stacking ring") that describe exactly what you sell.
• A few low-competition "gap" phrases — searches with real demand but fewer sellers competing, where a new listing can actually rank.

Rule 5: Don't waste tags

• Don't repeat single words. Thirteen tags that all start with "silver" cover far less ground than a varied set.
• Don't add both singular and plural. Etsy matches close variants reasonably well, so "ring" and "rings" is a wasted slot — use it for a new phrase.
• Don't tag misspellings. Etsy corrects common typos in search, so you don't need to spell things wrong on purpose.
• Don't repeat your category or attributes. Those already work like tags. If your category is "Stacking Rings", you don't need a tag for it — spend the tag elsewhere.

Where to find tag ideas

1. Etsy's own search bar. Start typing your product and read the autocomplete list — those are real searches, straight from Etsy.
2. The filters on the results page. Etsy suggests refinements (style, material, occasion) that make great specific tags.
3. A keyword tool. To see which phrases have real demand and how crowded each is, use a tool built for it — like our free tag tool.

A worked example: 13 tags for a silver ring

Say you sell a dainty sterling silver stacking ring. A strong, varied set of 13 might be:

Notice: every tag is a phrase, they cover different angles (material, style, occasion, recipient), and none of them repeats a bare single word. That's a set doing all 13 jobs.

Questions

How many tags can you have on an Etsy listing?

Thirteen, up to 20 characters each. Use all of them — every blank is a search you can't appear for, and there's no downside to filling them.

Should tags be single words or phrases?

Phrases. Single words like "ring" are far too competitive; a phrase like "silver stacking ring" is specific enough to actually rank for.

Do I need both the singular and plural of a word?

Usually not — Etsy matches close variants well enough. Spend that tag on a new phrase instead.

Where can I find good tags?

Etsy's search autocomplete, the filters on the results page, and a keyword tool for demand and competition — like our free Etsy keyword & tag tool.