In the latest episode of The Seed, host Lisa Resnick sat down with Dylan Jahraus, a trailblazer in the Etsy world, to discuss how creatives and entrepreneurs can harness the platform to grow their businesses. From leveraging SEO to designing listings that stand out, Dylan shared actionable strategies for anyone looking to tap into Etsy’s massive potential.
Prefer to listen instead of read? Check out the episode here.
From Corporate to Creative: Dylan’s Origin Story
Dylan’s journey to Etsy success started with a detour through corporate e-commerce. With roles at industry giants like Zappos and Zulily, she gained invaluable experience managing portfolios worth millions. Her expertise in buying, forecasting, and trend analysis prepared her to pivot when she moved to San Diego with her husband. There, she explored side hustles—dog walking, house sitting, and ultimately, Etsy—where her entrepreneurial journey began.
Her first Etsy listing? A foam-and-toothpick letter “J” she had crafted for her wedding. With no elaborate shop setup or marketing strategy, the product still sold within two months. This initial success planted the seed for what would become a thriving business.
Cracking the Etsy Code: SEO and Listings
Dylan emphasized the importance of Etsy’s search engine optimization (SEO) to achieve visibility and sales. Unlike generic SEO strategies for Google, Etsy’s algorithm prioritizes:
- Title Optimization: Use the full 140 characters in your product titles, focusing on customer-centric keywords. For example, instead of describing earrings as “5mm crystal drop earrings,” frame them as “Elegant Mother of the Bride Earrings.”
- Click-Through and Conversion Rates: Listings that attract clicks and generate sales are rewarded with higher rankings. Ensure your thumbnail photos and pricing offer a competitive value proposition.
- Utilizing Initial Boosts: New Etsy shops receive an algorithmic boost for the first 30-45 days. To capitalize on this, Dylan suggests launching your shop with optimized listings from day one.
Etsy vs. Competitors: Why It’s the Go-To Platform
Etsy’s competitive edge lies in its customer base and seller policies:
- Brand Ownership: Unlike Amazon, where branding is secondary to the marketplace, Etsy allows sellers to showcase their unique identity and cultivate loyal customers.
- Flexibility in Policies: Sellers retain control over policies like returns, allowing more freedom to define their business terms.
- Customer Demographics: Etsy shoppers value craftsmanship and personal connections, often willing to pay more and wait longer for unique, high-quality products.
Etsy SEO Made Easy: The Power of Etsio
Dylan recently launched EtSEO, a cutting-edge software designed to simplify Etsy SEO. This AI-driven tool creates fully optimized listings in minutes, saving sellers from the daunting task of manual optimization. Dylan’s advice to new sellers is clear: becoming an SEO expert is critical, and tools like EtSEO can be game-changers.
Tips for Etsy Success
- Use All Photo Slots: Etsy allows up to 10 photos per listing. Use them to showcase your product from different angles, highlight materials, and provide scale.
- Test and Iterate: Create multiple listings for the same product with varied SEO to see which keywords perform best. Avoid competing against yourself by diversifying your search terms.
- Start with Low Prices: To build momentum, consider offering products at a lower price point or even at cost for the first 20 sales.
- Leverage External Traffic: Platforms like Pinterest and Facebook (not Instagram) are ideal for driving traffic to your Etsy shop, as users on these platforms are more accustomed to clicking external links.
- Plan for Seasonal Events: Whether it’s Black Friday or a limited-edition drop, start with your desired price points and work backward to develop compelling offers.
A Platform for Every Business
Etsy isn’t just for artisans or physical product sellers. Service-based entrepreneurs, like life coaches or resume writers, can use Etsy to sell digital products and funnel customers into their larger ecosystems. Dylan shared the story of a former Google employee now selling resume templates on Etsy as a lead magnet for her high-ticket services.
Final Thoughts
Dylan’s advice is rooted in her corporate expertise and hands-on experience with Etsy. Her journey—from selling a foam letter “J” to developing industry-leading SEO software—is a testament to the power of adaptability and creativity in business.
For more tips and resources from Dylan, visit her on Instagram or explore her extensive library of free videos on YouTube. And for those serious about scaling their Etsy shops, EtSEO might just be the solution you’ve been waiting for.
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