This document is a comprehensive guide on how to set up and market an Etsy shop, emphasizing the importance of SEO, photography, and community engagement. It covers practical steps for creating a profile, listing items, and promoting products while providing tips on pricing, shipping, and online image management. Additionally, it highlights key strategies for utilizing social media and analyzing shop stats to enhance visibility and sales.

1. Go Global:
It’s as Easy as
Guide to Online Selling and
Marketing
By Rickson

2. Overview: Internet as an International Tool
Getting Online: Promotion:
- What is Etsy? - Links to Facebook and Twitter
- How to create a profile and Shop - Making Friends = free promotion
- Photography for Online Use - Analyzing Shop Stats
- Tagging (SEO) - Blogging
- Pricing your work - Staying Connected
- Getting Paid - Staying up to Date
- Shipping

3. What is ?
• Etsy is a global online marketplace for
- All Things Handmade
- Vintage Items
- Supplies
- Think of it as a huge market in one place and you
are going to learn how to set up a tent (shop) within
this marketplace.
- All of it’s customers from all over the world already
come to the marketplace to buy the type of item you
are selling from the list above.

4. How is having an Etsy Shop Different from making
my own Website?
Etsy Helps you to Be More Visible
Website VS Etsy
An Etsy Shop is like having a ‘cabin’ on a
Internet is a sea of websites, ‘big cruise line’. You’ll be easy to find, and
having your own site is like you connect to others while you sail around
being on a raft waiting to be the internet linking to other ‘big boats’ and
found. even ‘rafts’.

5. Etsy Overview
• Free to join
• 20 cents per posting
• Etsy takes small percentage
of each sale (3.5%)
• Well established trusted site
• Target market
• Help with building a shop
• Advanced searching systems
• Analytics system built in
• Connects to Paypal
• Connects to Facebook/Twitter
• Connections to other artists
•Etsy makes money when you
make money, so they help you
succeed

6. How Does Etsy Work?

7. Getting Started

8. First you Create an Account

10. Check the email you used to make your
account

13. When you go to list an item Etsy will prompt you to enter credit card first.

14. SEO: Search Engine Optimization
Basically, knowing where to put the words that define your shop, so search
engines can connect your buyers to you. ANYWHERE Etsy asks for words, will
be used for SEO. I will mention more important places as we go with SEO.
List an Item
Sites are very user friendly, but you need to learn how to post smart.
-Fill out honestly so buyers that want your item can find it
-Category: The one that suits the work best
-Type: Optional, only use if one really matches the item

15. Images Online = Small
Master Shot:
Should show what item is and make people want to ‘Click’
Detail shots: Different angles
Item in action: Jewellery being worn, bowl with fruit in it, mop mopping etc
Packaging shot: Show your beautiful packaging if you offer it
Any extra detail images, I show how the pieces are made.
Other ideas include:
- You in your studio
- A happy customer wearing your work
- A image saying you were featured on the front page of Etsy

16. Titles (SEO) : Put ALL Important information.
Description (Beginning is SEO) : Concept, size, weight, materials, how it’s made,
stories help conceptualize the object for buyers/collectors.

17. Shop Sections SEO and Item Attributes: Narrowing the sale
Shop Sections can help shoppers to navigate your shop.
Eg: Rings, Necklaces, Bracelets, Earrings etc.
Attributes used to help buyers find your item. ONLY use it item suitable for
only ONE Recipient, Occasion or Style. Otherwise can be missed
by buyers looking for it under a different attribute.

18. Tags: Words Buyers Use When Searching SEO
Try to figure out what words your customers will use to search for
the items they want…which should be the items you sell.
- What is it?
- What is it used for?
- Materials
- Techniques (eg. Handmade, carved, engraved etc)
- Occasions (eg. Wedding, Bridal)
- Colour
- Style (eg. Modern)

19. Pricing Your Work for Online Sales
Calculating Wholesale and Retail Prices
Perceived Value: How much does something look
like it is worth
Market Ceiling: Does your item have a top price
people are willing to pay?
Market average: Is there an average price for
products similar to yours?
On Etsy once an item sells, it shows up in your
sold section. The price will not be shown so you
are free to raise and lower your prices as you wish.

20. Calculating Shipping
Price for Item: Choose currency
- we’ll discuss pricing more later • Air mail to US for
small packet is:
$2.00 – 6.00
• Mailing item takes
half hour ($12/hr =
$6.00)
• Envelopes, bags,
business card = $1.00
per item
• Profit: $1.00
Total: $14.00
Can charge less or
offer free shipping to
attract customers.
Then add extra
money you need to
cover your expenses
to the price of your
item.

21. • This is how the posting will look to the public

22. When buyers click on your item they get all the
juicy information you’ve entered and MORE!
In order to optimize sale
- Price and Add to Cart
Title (SEO)
- Other Items in Store
- Fav the shop
Images
- See who favs
- Shop owner details
- Add Item to Favs
- Tweet and Facebook
- Views
Description (SEO)
- Price and Add to Cart

23. • Shipping
• Payment Methods
• Contact Seller
• Shop Polices
• About the Item
• Who It’s for, Occasion
• Tags (SEO)
• Materials

24. Tip for creating other listings
-Don’t have to select and enter everything again, like shipping, shop category, etc.
-Anything that will be the same, the work is done. Will have to change more details.
-Vary your entries in SEO locations for similar items.

25. Your Etsy Shop Home Page SEO Areas

26. Creating your Home Page

27. Creating your Home Page

28. SEO

29. Introduce Yourself to Buyers with a Great Home Page
• Popular or interesting items ‘Featured’ at top
• Personal avatar: Its me  Shows that I am a real person not a faceless corporation
• Shop Announcement SEO
The beginning of your shop announcement is visible, AND used in search engines so
needs to be the most important information for your buyers. Has to answer their questions.
SEO
SEO
SEO
+

30. Put extra details you want shoppers to know about
• Eg: Your Background, How long pieces will take to make, your techniques,
donations you make, links to your blog etc.

31. What Happens when an Item Sells?
Two Things:
Notification of Sale from Etsy Notification of Payment received
from Paypal
Must receive BOTH to complete sale and ship the item. DO NOT ship without checking
your Paypal account first. E-cheques take time to clear. Beware of Scams!

32. Getting Paid and Paying Online

33. Paypal Account
• NEVER ship an item
before receiving
payment
• Paypal
– Secure and trusted
– A secure island both
you and the buyer
connect with
-No bank info
exchanged
– www.paypal.com
• Money Order
• Cheque (by mail)
• Email Money Transfer

34. Shipping
• Package item safely to avoid damage
• Package item in attractive way inside
protective packaging, art is often
purchased as a gift
• Include business card, details about
work, promotional material
• Charge customers for shipping,
remember you have to cover
– Envelopes
– Insurance (optional)
– Time to get to and from post office
– Express shipping provides tracking
number
• This is seen as a very good
product feature

35. Creating Your Online Image:
Name/Title: Clear, memorable, consistent, should
tell people what you sell
Price: Reasonable, profit, reflect quality of work
Images: Crisp, clear, bright, angled, cropped, clean,
reflect your style
Keywords/Descriptions: SEO Clear, Succinct, Style
Promotion: Creating links, making friends and more

36. Do’s and Don’ts of Photography and Product listings

38. • Great Image!
• Sense of humour
• Makes you want to
see more 
• Item is seen on the
body
• Different angles of
item being worn
• Good lighting
• It’s got attitude
• Conveys the seller’s
personality!

39. Making your pictures as good as they can be!
Take good pictures first! Editing can only do so much.
- 6 megapixel camera at least, mine is 4, it gets the job done, but barely.
- Set camera to take the largest photos it can, then make them smaller later
- Leave a lot of space around the item, can crop later, but can’t add background
Lighting:
- Diffuse your light source, whether it is natural, or from a lamp
- Use white paper, or tracing paper to put over your light source
- Natural is best: (dusk and dawn)
Backgrounds: Create an environment for your work
- White or solid Colours can bring out qualities and mood of your designs
- Patterns can enhance the work, but usually distract, or are too busy
- Give your work space, you can always crop later
Generally can have more fun with ‘Etsy’ style photos, I suggest taking different
photos for gallery, scholarship, and application use.
Angles
- Different angles, (back, side, front, hanging, flat etc.)
- Jewellery should always be shown off and on the body, if it is meant to be
worn
- Give people the chance to imagine owning your work

40. Homemade Light Box
• Diffuses Light
• Creates background
• Can be used for all your items to create continuity in your Shop

41. CD VS Online Applications
• I suggest having two versions of pictures
Online: Emailed or uploaded Cd/Mail: Burned or printed
Images: JPEG Images: JPEG
72 dpi or 300 dpi, RAW and TIFF
under 300KB -for print (Lark books)
4 x 4 in works well 300 dpi
Resume: Word Format 1000 – 2000 KB
Logo at top 8 x 8 in
Artist Statement: Word Format Resume: JPEG or Word
Taper to application type Artist Stat: Word Format
Taper to application type

42. Create an Environment for your Work
Note the size
of images online:
SMALL!
Upclose detail
shots are very
suitable for
online use.
Etsy Size:
300dpi
300KB
Make photo
3in x 3 in
High contrast
attracts the eye

46. Why is this picture so Unapealing?
• Background is
very busy
• Colours are
dark and drab
• Cropped very
close to the
gold frame
• Symmetrical
set up

49. Choosing Keywords/Tags for SEO
• When searching for an item the
search engine only looks at certain
places on your site (SEO), one important
place is the Tags attached to an item.
• When posting items, writing blogs,
uploading images, TAGGING with
keywords is always an option, and you should always take
advantage of it if you want people to find your work.
• If you sell leopard print, pjama pants in hand sewn Russian
Silk made in the Sahara Dessert, the person who searches for
just that item will only find it if you TAG all, or some of those
words TO your item!
• Tags can include: what it is, material, use, size, texture
category, colour, weight, edition, age, artist, features,
shipping, for sale etc.

54. Brainstorm Tags
Choose words people are most likely to use to describe your item
Rocking Horse, Silver, Handmade, Children, Necklace, Charm, Girl, Jewellery
Pendant
Gift
Christmas Words that
Toy describe the
Horse image, but
Story book wouldn’t make
Fantasy great tags:
Nursery
Horsies Black and White
Accessory Saddle
Jewelry Tail
Fun Mane
Childhood memories Toy
Antique look Rocking
Equestrian
One of a Kind
Chain
Carved

55. 2 word Tagging (SEO)– Be Specific
One broad word like ‘Jewellery’ will be used too often, and
most likely you will be at the bottom, instead combine words
to reach your specific customers with your specific item.
Rocking Horse Jewellery
Sterling Silver
Children Accessory
Girl Charm
Story book Gift
Christmas Pendant
Toy Horse
Fantasy Jewelry

56. 2 word Tagging (SEO)– Be Specific
One broad word like ‘Jewellery’ will be used too often, and
most likely you will be at the bottom, instead combine words
to reach your specific customers with your specific item.
Rocking Horse Jewellery
Sterling Silver
Children Accessory
Girl Charm
Story book Gift
Christmas Pendant
Toy Horse
Fantasy Jewelry

57. 2 word Tagging (SEO)– Be Specific
One broad word like ‘Jewellery’ will be used too often, and
most likely you will be at the bottom, instead combine words
to reach your specific customers with your specific item.
Rocking Horse Jewellery
Sterling Silver
Children Accessory
Girl Charm
Story book Gift
Christmas Pendant
Toy Horse
Fantasy Jewelry

58. 2 word Tagging (SEO)– Be Specific
One broad word like ‘Jewellery’ will be used too often, and
most likely you will be at the bottom, instead combine words
to reach your specific customers with your specific item.
Rocking Horse Jewellery
Sterling Silver
Children Accessory
Girl Charm
Story book Gift
Christmas Pendant
Toy Horse
Fantasy Jewelry

59. 2 word Tagging (SEO)– Be Specific
One broad word like ‘Jewellery’ will be used too often, and
most likely you will be at the bottom, instead combine words
to reach your specific customers with your specific item.
Rocking Horse Jewellery
Sterling Silver
Children Accessory
Girl Charm
Story book Christmas Gift
Pendant
Toy Horse
Fantasy Jewelry

60. 2 word Tagging (SEO)– Be Specific
One broad word like ‘Jewellery’ will be used too often, and
most likely you will be at the bottom, instead combine words
to reach your specific customers with your specific item.
Rocking Horse Jewellery
Sterling Silver
Children Accessory
Girl Charm
Story book Christmas Gift
Pendant
Toy Horse Jewelry
Fantasy Jewelry

61. 2 word Tagging (SEO)– Be Specific
One broad word like ‘Jewellery’ will be used too often, and
most likely you will be at the bottom, instead combine words
to reach your specific customers with your specific item.
Rocking Horse Jewellery
Sterling Silver
Chidren Jewelry
Story book Charm
Christmas Gift
Fantasy Pendant
Toy Horse Jewelry
Girl Accessory
Also do alternate spellings in one tag: Eg. Jewellery Jewelry
www.Etsy.com

62. Tagging Tips
Customers can help you to tag your work:
I've been looking for just the right treasure
To wear that connects me to the bold and
beautiful spirit of my beloved gran whose
family emigrated to the US from County
Cork (Ireland, Celtic). Your wonderful
Claddagh creation is absolutely perfect!
Thank you for sharing your amazing talent,
and for providing me with such a lovely link
to the ‘loyalty, love and friendship' that so One week after tagging my cat with
signified my gran. Please know it will be ‘Art Nouveau’ it was featured in an
worn with love. Many blessings to you! Toni Art Nouveau Treasury

63. Promotion
Reach the right people by having your items show up in many places for
FREE!
How? Create Links, and use SEO Keywords
Share New work on: Facebook, Facebook Fan Page, Twitter, MySpace, Blog,
Crafthaus, Etsy Teams, YouTube (make videos)

64. http://www.etsy.com/blog/news/2011/socialize-your-shop-connect-to-
facebook-and-twitter/

65. Blogs feature their favourite items for free. I’ve been in over 40 blogs and
HUNDREDS of treasuries thanks to good products, SEO and great pictures

66. Make Friends Online
-Heart, favourite, link people who are similar level, abilities, style and
personality to you.
-Find your group, your niche, your people: Learn from them and share your
knowledge: where their people and places are, how they manage their online
presence.
-Engage with others comment on people’s work,
they will return the favour
-Create a Blog (blogger or wordpress) to promote
yourself, your production methods, your ethos,
your education, Interests, research
-Apply to anything that interests you.
-Join an Etsy Team
-Stay in touch with clients
-Maintain, Keep contacts and websites updated

67. Promoting your site with Coupon Codes

68. Analyzing your Site Stats

69. Keyword Analysis
See which words are working, and make changes to
your shop slowly, then you can see which changes are
working and which are not.

70. Google Analytics
• How many visits, how are they finding you, bounce rate
• Where are people from (countries)
– US, Canada, UK, Australia Story about shipping

71. Be SAFE!
DO NOT:
• Post your address or phone number
• Describe your living area well enough that someone
could figure out exactly where you live
• Post other people’s personal information without their
consent
• Send banking information over the internet
• Be cautious, not paranoid. When in doubt ask someone
else you can trust. Once it’s online it’s very hard to erase
since hundreds of people could view it in a minute.

72. Continue Your Etsy Education
Subscribe to Etsy Success Newsletter
Go to the Home Page, Click on Sign Up
Select Etsy Success, and any others you find interesting

73. Activity!
• Take 2 minutes to write down all of
the aspects of your products and
business
– Type
– Structure
– Colour
– Texture
– How you made it
– Why you made it
– Wearability
– Use
– Why it’s so wonderful
Now you have possible Keywords for your Etsy SEO Sections:
Shop Title
Shop Sections
Item Titles
Item Descriptions
Tags for Etsy Listings

74. Do it Your Way!
No matter what, the internet is still just a tool to
help you connect with buyers, artists and fans. The
most important aspect of selling and exhibiting
online is YOUR WORK, be creative and do it the
way you want!

75. Questions and discussions
• Has anyone posted their work online?
– What kinds of responses did you receive
• Facebook page?
– Facebook fan page?
• Anyone have a blog?
• Ever bought something online?
• Ever sold something online?

76. Resources
• Questions? Use Etsy’s Blog and HELP
• Etsy Seller Handbook for Rules, Do’s and Don’t’s, and advice
• Join an Etsy Team and ask members questions
• Subscribe to Etsy’s Success weekly newsletter!
• Online Labs: http://www.etsy.com/community/online-labs
Newbie online labs: Monday 2pm EDT, Thursday 5pm EDT
Non Etsy Resourses
• News and Calls for Entry: Toronto Craft Alert
• Guilds and Councils: MAG, OCC, Brampton Arts Council
• Artist profiles and Stores: Klimt02, Crafthaus, Deviant Art, Etsy
• Connecting devices: Facebook, Twitter, Myspace, Stumbleupon,
linkedin
• Email ME! I am always available to help: RicksonJewellery@yahoo.ca
• Be creative