2026-08-01 · 7 min read

How to Do Keyword Research for Etsy (2026)

Keyword research sounds technical, but on Etsy it's really one question: what do shoppers type to find something like yours — and which of those searches can you actually win? Here's how to answer both, step by step.

What Etsy keyword research actually is

Etsy search does two simple jobs: it matches the words in a shopper's search to the words in your title and tags, then ranks the matches by which listings tend to sell. Keyword research is just picking the right words for step one — the exact phrases real buyers use — while being honest about step two, so you don't waste your title on a search you'll never outrank.

Two numbers decide whether a phrase is worth targeting:

• Demand (search volume) — how many people actually search it. No demand, no traffic, however easy it is to rank.
• Competition — how many listings are already fighting for it. Huge demand you can't outrank is worth nothing to a new listing.

The sweet spot is a phrase with real demand and low competition — a "gap" where buyers are searching but few sellers are answering well.

Step 1: Start with Etsy's own search bar

The best free keyword source is Etsy itself. Start typing your product into the Etsy search bar and read the autocomplete list — every suggestion is a real search people make, ranked by popularity. Jot down the phrases that fit what you sell.

Then run the search and look at the filters Etsy offers on the results page (style, material, occasion, colour). Those are Etsy telling you how shoppers narrow things down — and each makes a great specific keyword.

Step 2: Think in phrases, not single words

This is where most shops lose. A single word like "ring" or "mug" has enormous demand and impossible competition — you'll never surface for it. A phrase like "silver stacking ring" or "funny coffee mug for teachers" is what a ready-to-buy shopper actually types, and it's specific enough that you can rank.

These longer phrases are called long-tail keywords. Individually they have less volume, but there are far more of them, the shoppers are closer to buying, and you can actually win them. Aim your research at long-tail.

Step 3: Weigh demand against competition

Once you have a list of candidate phrases, you need to know which have demand and which are too crowded — and this is the part you can't eyeball from Etsy's search bar alone. A high-volume phrase where you'd sit on page 12 sends you zero traffic; a lower-volume phrase where you can reach the first page can quietly become your best seller.

Step 4: Turn keywords into a title and 13 tags

Research is only useful once it's in your listing. Two places matter most:

• Your title. Put your single strongest phrase in the first few words — Etsy weights the front of the title heavily, and it's what shoppers read first. (More on that in how to write an Etsy title that ranks.)
• Your 13 tags. Give each tag a different phrase — a mix of a few broad, several specific, and a few low-competition gaps. Don't repeat single words across tags. (Full method: how to choose all 13 Etsy tags.)

Common keyword-research mistakes

• Chasing only high-volume phrases. They feel important, but a new listing can't outrank them. Balance them with gaps you can win.
• Using your words, not shoppers'. You say "bespoke"; they type "personalized". Etsy matches word for word — use the plainer, common term.
• Researching once and never again. Demand shifts with seasons and trends. Re-check your best listings' keywords a few times a year.
• Stuffing repeats. Thirteen tags that all contain "silver" cover less ground than thirteen varied phrases.

A worked example

Say you sell a personalised leather keychain. Etsy autocomplete and a quick check of demand vs. competition might leave you with a set like this — broad reach, specific intent, and a couple of low-competition gaps:

Front-load the title with the strongest ("Personalized Leather Keychain — …"), then spread the rest across your 13 tags. That's keyword research turned into a listing that gets found.

Questions

What is Etsy keyword research?

Finding the exact phrases shoppers type into Etsy search, then choosing the ones with real demand but low enough competition that you can rank — and putting them in your title and 13 tags.

How do I find keywords for free?

Etsy's search autocomplete and results-page filters are free and real. To see demand and competition on each phrase, use a free keyword tool like our Etsy keyword tool — no sign-up.

What's the difference between search volume and competition?

Volume is how many people search a phrase (demand); competition is how many listings already target it (the crowd). The best keywords have decent demand and low competition.

How many keywords should one listing target?

About 13–15 distinct phrases: one strong phrase at the front of your title, and 13 tags each on a different phrase. Multi-word phrases, no repeated single words.