Etsy: Scaling Organic Traffic Through Marketplace SEO

Challenge: Etsy, a global marketplace for handmade and vintage items, needed to stand out in a highly competitive e-commerce space dominated by giants like Amazon and eBay. They aimed to increase organic visibility for their sellers while growing their own brand.

SEO Strategy:

• Keyword Optimization at Scale: Etsy targeted a broad range of long-tail keywords like “handmade wedding decor” and “custom jewelry gifts,” ensuring every product page had unique, optimized meta titles and descriptions.
• Content-Driven SEO: Launched a blog and resources for sellers, including guides like “How to Optimize Your Etsy Listings for SEO” and buyer-focused articles like “Top 10 Gifts for Art Lovers.”
• Backlink Building: Partnered with influencers, bloggers, and publishers to secure high-quality backlinks that increased domain authority.
• User-Generated Content (UGC): Leveraged product reviews and detailed descriptions provided by sellers to add fresh, relevant content to product pages, helping them rank for specific buyer queries.
• Mobile Optimization: Focused heavily on creating a mobile-first experience, as a significant portion of Etsy’s users browse and shop on their smartphones.
• Schema Markup: Enhanced product pages with structured data for rich snippets, such as product ratings, pricing, and availability.

Results:

• Etsy achieved significant growth in organic traffic, with millions of visitors discovering products through search engines.
• Individual sellers benefitted from Etsy’s SEO