SEO for the Crafting CEO

SEO stands for Search Engine Optimization. If a small business owner wants to sell on the web, she will have to spend some time thinking about this topic. The following should help demystify what it is and why it is important:

1. Search Engines
Google is the most well known and well used of the engines on the web (at least in the United States). Yahoo is also very popular. When a person logs into these sites and types in a word or string of words, the "engine" goes out and (very very) quickly reviews all the website material it has stored on its vast number of servers and comes back with the list of sites that have those words on them. An it is not uncommon for the search to come back with millions of hits.

2. Keywords
These are the words that are searched for and are used to determine what sites the searcher should see in the results. These keywords determine if a website will ever see the light of day. These keywords are so important that an entire advertising industry has been built around selling advertising space on search engine results pages. Every day marketers bid on relevant keywords in the hopes that their ad will be on the top of the right hand column.

3. Page Rank
A website owner who uses her site to sell her products knows that in order to sell, she needs traffic. This is no different than owning a traditional brick and mortar location. Whether in the real world or the virtual world, warm bodies through the front door will lead to a higher probability of sales.

And, in both cases "Location, location, location" is still the means for success. The best location for search results is on the first page and preferably "above the crease." To be "above the crease" goes back to the old days of newspaper publishing. You know you have made it when your story is right at the top next to the main headline, not on the second half of the page below the crease. (why? Like I have said before --- internet uses hate hate hate to scroll.)

To be on the top of the list in the number one spot is the coveted position for any website owner. That is the page rank. The farther down on the page coupled with the number of pages a consumer has to "flip" through, the harder it is to get a buyer through the front door.

4. Determining Rank
Google uses an algorithm (read: very long algebra equation) to determine which sites get the top spots. Although Google is very secretive about this formula, it is possible to focus on particular factors that can improve a site's ranking.

Keywords - certain words are searched for every single day by computer users from around the world. Google keeps a record of every word or string of words that users have typed into its system. Google uses this data to help advertisers bid on keywords through its Keyword Tool. Another site which can be helpful is Google Trends which shows keyword popularity over time.

Links - inbound links (the links that are found on other sites that link to seller's site) help determine where a site will rank as well. If a site has many other sites linking to it, then the thought process is that the site must have value. If a very high ranking site (example: Oprah.com) links to a site, additional "bonus points" are granted and the site's rank goes up. However, using linking farms (websites that take advantage of this factor) will be penalized.

Bloggers use this linking practice quite often in Blog Rolls by listing other blogs they recommend. Google gives these links credence but it can also tell when a link is part of a roll. Higher ranking "points" are given to links that are found within content. A link to a site is always better when found in a post than in a blog roll. However, a website owner should not turn down a linking opportunity regardless of the location.

Titles - an often overlooked factor are the page titles given to every page on a website. The title is the name that appears on the very top of the screen above the web address box. Keywords that appear in a page title will definitely get higher billing than others. Because this is usually something that should be coded in html, it often remains the default title of "home" that the software generates. Website owners are not aware of this or they forget to change it.

On Etsy, many shop owners do not realize the importance of this factor when they are filling out the Shop Title under Appearance in the Shop Setup. Instead, they write "Welcome to My Shop" or "Beautiful Loveliness." These phrases do not help them to attract customers through Google or Yahoo. A better strategy would be to describe in concrete terms what exactly they sell. They should consider what a buyer might type in a search to try and drive business to their specific shop page.

Meta-tags - once a very important factor in determining rank, but now has little impact on final placement. Too many webmasters took advantage of this component and "stuffed" their tags with important search terms that had nothing to do with their site. They wanted to drive traffic to their site and they did it unethically. Google began using other methods insure accurate search results.

5. SEO for the small business owner
By having a cursory understanding of what SEO is and how it factors into selling on the web, internet entrepreneurs can incorporate these elements into their web design and content. It should be seen as just another part of the overall marketing plan. Google and Yahoo will help a businesses attract new customers, but this process has limitations and parameters that must be considered and managed. Focusing on strong and relevant content, creating keyword appropriate titles and developing linking opportunities with other higher ranking sites will help move the website up the ranks.

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Tag! You're it

Every shop owner at Etsy is familiar with tagging. In many ways it is the main, if not sole, mechanism to drive potential buyers to a seller's store front in a large and ever growing e-tail landscape. Although rarely a fun part of the crafting and selling process on Etsy, it is still an activity that must not be rushed through regardless of the "pain."

The default description by the search box at the top of every (repeat:every) page is "Handmade Items: tags, titles." Don't let the simplicity of this option allow you to decrease its importance. Here are some thoughts and pointers that might give you pause. They might even change your tagging habits:

1. Internet users don't like to scroll --- caveat: Internet users aren't real crazy about drop down arrows either.
Regardless of the reasoning (most likely -a desire to find what they are looking for mixed with a bit of laziness) it can be appropriately assumed that unless there is a significant reason to click the drop down arrow for other choices, tags and titles will be the method shoppers find your goods.

2. One of your tags should be your shop name
This is a new tagging method that I am embracing after picking up this great tip from reading the forums. Although not an obvious initial tag choice, it could be the tag that gets more guests to your shop than any of your others.

First, it is not unusual for the shop name not to match the etsy id name. Many shop owners selected ids that aren't the name they use in the banner, announcement, and marketing efforts. The reason could be as simple as the lack of availability when signing up.

Second, tags indicate descriptions and categories. For example, I am currently one of the many Scrabble Tile Pendant sellers on the site. Having the option just to type in my shop's name, 3 Bags Full, gives the shopper a quicker way to get to my shop without having to wade through pages of other sellers' items.

Third, my shop id is technically 3bagsfull, but it safe to assume that a customer will space out the name. Entering several possible combinations including misspellings can better insure the shopper finds you.

Fourth, for those who are hesitating using this approach because "Sellers: usernames" is an option for searching, I ask that you reread #1. Also, if the buyer doesn't type in the exact username with all the words touching, it is possible that he or she won't find your shop.

Lastly, as a side benefit, putting your shop name in your tags gives you the option of telling someone you met, "Just go to Etsy.com and type in 3 Bags Full in the search box." This is a real plus when you don't have business cards handy.

3. Ummm.....what else???
If you ever find yourself asking this question while tagging, I would suggest it is time to stop and move on to the next task at hand. Another thing that shoppers are not a fan of is finding an item in their search that has nothing to do with what they are searching. A non-fan can also be called a non-customer. And, some of them could have long memories.

In addition, using esoteric, general or even silly tags are in most instances a waste of time. Mrs. Fields, when asked what she made her cookies with, always replied with "Love." Clearly a great marketing line that any good advertising copywriter or PR person should use until it is worn out, it doesn't hold the same kind of power when talking about searching habits. It is best to use the descriptions and attributes that are meaningful to your product. If Etsy ever decides to limit the number of tags it allows, this point will be even more crucial.

4. Titles are tags
The default search uses both the tags you have added plus it converts the words in your title to tags as well. If you have strong, search-worthy tags that get the buyer to your item, then this is not an area of concern. Etsy sellers are creative and using a creative title plays a part in this. But, recognizing the technological structure of the site and how it "works" can not be overlooked. A creative title can be included in the item description area and a more bland title can be used to get the purchaser in the shop.

For example, I took the "clever" route when naming this article, but it may not explain the article's focus or intention. Luckily, my blogging software also has a tagging system to help with any confusion.

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