If you’re a crafty individual who has thought about selling your homemade goods online, at some point you have probably considered using Etsy if you’re not already. This isn’t surprising considering that Etsy is one of the best websites to sell crafts with more than 4.3 million active sellers.
But, what happens after you’ve started making money on the platform? You may soon find yourself searching for information on scaling up an Etsy business. If this sounds like you, you’re in the right place!
How to scale up your Etsy business
The first step in scaling up is to open your store if you haven’t already done so. Once you’ve opened for business, now the goal is to start marketing it and getting as many eyeballs as possible onto your store’s page. To help with that, I went to the boots on the ground — real Etsy shop owners who are doing exactly what you hope to do.
Without further ado, let’s dive into their best tips for how to grow your Etsy Shop!
How to grow an Etsy shop and scale-up
Looking to grow your Etsy shop, but not sure how? Check out these eight tips to scale up.
Have stock ready for shipping.
Pin everything on Pinterest.
Engage with your listings and leverage Etsy tools.
Get comfortable with SEO.
Create what buyers want.
Be patient and find your niche.
Identify gaps in the market.
Expand beyond Etsy!
Let’s get started!
1. Have stock ready for shipping
Annie Tang is the Etsy seller behind terraedimus, which she describes as a “small Canadian family business focusing on eco-friendly everyday products.” She saw demand for her products grow during the pandemic, especially handmade items.
“My number one tip to scaling and growing in sales is to [always] have ready-to-ship stock available for quick processing times,” she said. “During the era of Amazon, more and more buyers are expecting quick shipments. Most Etsy sellers are small family businesses, and we rely on third-party couriers. Therefore, we can’t control shipping times. But, we can control processing times. Our tiny business has increased tenfold in three months, and grown from one person to a three-person operation in four months.”
2. Pin everything on Pinterest
Wendy Conklin wants you to have a seat — in her whimsical chairs, that is. She runs the Etsy shop Chair Whimsy, has scaled up to a content-rich website for her buyers, and her business has earned multiple six figures in less than three years.
“Besides the obvious having good keywords on Etsy,” she said, “my number one tip is to pin every picture from each listing to Pinterest. That way you have the amazing search engine of Etsy working right alongside the search engine of Pinterest. Pinterest drives half of my traffic to my Etsy shop!”
3. Engage with your listings and leverage Etsy tools
Kelly Anne Johns launched her custom embroidery company in January 2020 specializing in personalized Greek Letters. She managed to make over $80K in her first year alone through her Etsy shop Letters From Kelly Anne (now known as KellyAnneEmbroidery).
“My number one tip for anyone looking to grow their business on Etsy is to engage with your listings and leverage the tools Etsy offers sellers,” she said. “You can throw up a listing, but if you don’t engage with the listing, and just let it sit there, no one will find your shop.”
“Use the ads Etsy offers in the platform, continue to add new listings and edit listings, and use the social media tools in the Etsy platform to share and tag products to direct traffic to your shop. Once I started to engage and interact with the site more as a seller, I noticed a huge boost in my traffic and orders.”
She said: “You must get comfortable with SEO and fully optimize your best sellers. You want the items most likely to convert to be easily found by customers. SEO is the best way to make that happen in their crowded marketplace.
“I’ve been an active Etsy seller since 2008. My Etsy has 6,800 sales and a 3.2% conversion rate achieved just through SEO (no ad spend). I scaled my business from Etsy to open a brick + mortar storefront with a separately branded website in 2014. It is my full-time job to this day.”
Sadie Teper is the face behind Twentysome Design. She sells her hand-lettered stickers and stationery, and in 2020 her revenue was $21,000. She’s on track to increase that number for 2021.
She recently scaled up her Etsy shop into a wholesale line, selling her products in around 20 independent retail stores, with more being added every week. Her business also has its own retail website.
“If you want to scale up an Etsy business, create items that buyers want and resonate with them. Find your brand focus, and lean in hard. It seems obvious, but I see so many Etsy sellers selling products that are meaningful to them but do not resonate with buyers. Additionally, many sellers have such a hodgepodge of items that do not create a strong brand and product identity.”
6. Be patient and find your niche
Theresa Mach is the face behind Creative Artisan Partners on Etsy. In 2020 she made approximately 400 sales, which is a third of her total sales since she started a few short years ago. Theresa has a plethora of tips for scaling an Etsy business. Here are just a few of them:
Know that struggling is part of the process. Be patient and things will fall into place. “It took me probably a couple of months before I got my first sale. The first year was very tough since no one knew my shop. Getting buyers to visit was the first step. It was difficult because I had to consistently post on Instagram and Facebook. It made me learn about how to market myself but at the same time I learned skills that I never thought I would need when selling handcrafted art.”
Don’t be afraid to market yourself — everywhere.
Do your research and find your perfect niche. “My partner and I researched a lot of things to sell online, but it seemed like everyone else was doing the same thing. Then my partner and I talked about laser cutting, which at that time, there weren’t a lot of people doing that. We took a risk and bought a decent machine. At first, we didn’t even know what laser cuts would sell, but eventually, it worked out.”
Love what you do and enjoy the process!
Always opt for shipping insurance your item for your own protection, and for items over $100, require a signature from the buyer upon receipt.
Most importantly, every order is an important order. Don’t treat any order as a small order.
7. Identify gaps in the market
Stacy Caprio who runs Her CEO and the Etsy store Stacy’s Shirt Shop said her number one tip for scaling up an Etsy business is to identify gaps in the market when creating products to list. “You don’t want to simply list the exact same thing as everyone else because then no one will see it. Instead, find something people do want, but there’s nothing ‘great’ for, but it is still selling. Then, create a product in that niche and target it with those keywords, and you’ll be much more likely to see a lot of sales. That is how I created my best-selling product with more than 40 sales last month.”
Standing out is important to scaling up an Etsy business.
Finding gaps in the market is an important key to getting featured on Etsy. The platform likes to show off unique crafts rather than the same things over and over. While the stores that are selling the most products are likely going to be featured first, you can get featured too by standing out and offering something different.
8. Expand beyond Etsy!
Pria Maineri who previously ran the Etsy shop 88 Kitty ultimately got so busy she decided to start an online store.
She says, “The key to expanding your business on Etsy is to expand beyond Etsy. Your customers won’t remember your store when asked where they got your product. They’ll always just say ‘Etsy.’
She moved her business to her own website, redirected her Etsy traffic, and opened a brick-and-mortar store in Los Angeles in late 2020.
“We’ve held our domain for many years, and went through so many hosting sites that it’s in limbo for the moment, so our site is https://88kitty.myshopify.com for now. Despite the aesthetics issues, we’ve still gone full steam ahead with this Shopify store while we work to reclaim our original one. Even though it’s not yet our own domain, a customer can now say ‘I got it from 88kitty!’ instead of ‘I got it from Etsy.’
“When people ask where they can purchase our products online we refer them to our Instagram, where our website is in our bio. We’re doing this until we reclaim our domain, then we’ll reprint our business cards and hand those out instead!”
Patrick Connely who is the co-founder of Stellar Villa got his start on Etsy and scaled up the business to his own website. He echoes Pria’s sentiment, saying, “We are an ecommerce company specializing in custom pet portraits. We have grown so much over the past year that we launched our own website to continue growing our brand. Our company and work has recently been featured by Forbes, Marie Claire, Martha Stewart among others.
“My number one tip for scaling and growing a handmade crafts business on Etsy is to establish a brand. While Etsy was once a small marketplace, it is now flooded with sellers looking to make a quick buck. Some of these sellers will analyze what is working for others and copy their products. There is always someone willing to sell a similar product at a lower price, so never compete on price alone. By establishing a real brand and growing an audience that loves it, you will be able to compete on a long-term scale and outdo your competition. Focus on product differentiation and know your value proposition. This is the key to long-term success on Etsy.”
Integrate your Etsy store with your website using Websites + Marketing Marketplaces feature
Once you’re ready to scale up beyond Etsy, it’s time to get your own website and build out your online store. GoDaddy makes this process as easy as, well, setting up an Etsy shop! With templates designed to help you sell, and integration with marketplaces including eBay, Walmart, Amazon, and even Etsy, you can create a dynamic website in minutes that gives you the ability to grow and get found even faster. Learn more about Godaddy’s Marketplaces options here.
We’ve covered a lot here in this post, but I believe if you take these tips from the Etsy sellers featured to heart, you’ll be much closer to scaling up your Etsy business. Remember, even though this platform is hugely popular, it’s not your end game. You have so much more to give, and your customers need the exciting homemade creations you are making. Here’s to your scaled-up success!
Elon Musk said Sunday he “somewhat agonized” over the font designs for his companies Tesla and SpaceX.
The billionaire businessman added he “loves fonts” and has tweaked the logos over the years.
He revealed the SpaceX logo also holds a hidden meaning, representing a rocket’s arc to orbit.
Get a daily selection of our top stories based on your reading preferences.
In a series of Sunday tweets, Elon Musk said he “somewhat agonized” over his choice of fonts for his businesses and revealed a hidden meaning behind the SpaceX logo.
Responding to a tweet about serif and sans-serif fonts, the billionaire businessman took a break from posting cryptic memes and discussing politics to say he loves fonts and put significant consideration into how his companies are presented to consumers.
“I somewhat agonized over the Tesla & SpaceX font design (love fonts tbh),” Musk tweeted. “There are some similarities, particularly use of negative space. We’ve made many little tweaks over the years.”
The Tesla logo — a T-shaped design with a custom, sans-serif font spelling out the brand name — is meant to resemble a cross-section of an electric motor. The SpaceX logo, written in a similar font with an extended X, references the reusable rockets made by the company.
“The swoop of the X is meant to represent the rocket’s arc to orbit,” Musk tweeted.
Other business logos have also held hidden messages: Baskin Robbins, a chain that sells 31 flavors of ice cream, has a secret ’31’ hidden in the letters of its logo. Likewise, Amazon’s arrow logo is meant to represent a smile, while the circular ‘B’ logo for Beats by Dre represents a person wearing the popular headphones.
Sign up for notifications from Insider! Stay up to date with what you want to know.
The internet has revolutionized the business world and changed how we conduct business. Any business that aims to increase its visibility and boost profit needs to pay much attention to top ranking factors, including local SEO — which introduces the topic of the local search algorithm.
Local SEO is one of the top practices that help boost a business’s visibility and generates more sales.
However, achieving better local SEO rankings is not a walk in the park, especially due to increased competition. To appear higher on local results, businesses and marketers need to understand how the local search algorithm works.
Knowing this helps guide the steps for improving rankings in the local pack.
The competition gets stiffer as more businesses open and optimize for local searching. Besides, Google is updating its algorithm consistently, meaning only businesses that can keep up with these updates can appear at the top of local search results.
Luckily, you have come to this post as this article looks at everything you need to know about Google’s local search algorithm and what you can do to get that top spot in the local pack.
Understanding the local search algorithm
Google aims to provide the best results that match a specific local search query. It constantly updates the local search algorithm to determine which business to rank on top of local search results.
Ideally, Google wants to provide local content that is relevant and valuable to users. As with search engine optimization, keyword stuffing cannot give you that top spot in local search results.
SEO specialists and marketers should consider Google’s local search algorithm updates and make the necessary changes to rank higher. Failure to consider these updates means losing your local search presence, resulting in fewer leads and conversions.
Local algorithms check the Google My Business (GMB) listings to determine where to rank a business in local search rankings.
Ideally, Google’s local algorithm ranks businesses with information that matches a searcher’s query. And the higher a business ranks in local search results, the more chances a potential customer will click on it.
This post looks at the three major pillars that determine local search results to better understand the local search algorithm: proximity, prominence and relevance.
Of course, other factors make up Google’s local search algorithm, but since we cannot identify all of them, we’ll focus on the most crucial ones in this post.
By understanding these pillars, marketers can better position themselves for local search success.
Proximity is one of the major ranking factors when it comes to local search. That means the distance between a business and a searcher is a ranking factor in local search.
When a searcher searches for something, Google considers how far the searcher is from the location of the term they use in the search. When a searcher doesn’t specify the location, Google calculates the distance based on the information they have regarding their location.
Ideally, Google aims to provide the most relevant results to a search query. For instance, why would Google provide a list of coffee shops in Los Angeles if the searcher is searching from Colombia?
That would be irrelevant local search results that won’t benefit the searcher.
Unfortunately, while proximity is a major local search pillar, it’s one of the factors that businesses have little control over. After all, you cannot change where your business is located, right?
You can only ensure your business location is as clear as possible, so that it appears for related nearby queries. Here are steps you can take to achieve this:
Claim and verify the Google My Business listing
Ensure local listings are accurate and optimized for local products or services
Get the Google Maps API Key and optimize for your location and routes
Set up your profile correctly (for Service Area Businesses) to avoid violating Google’s guidelines
Users can perform several types of local searches, including:
Users will perform geo-modified searches when they are planning to visit somewhere. For instance, a searcher in Los Angeles planning to visit Toronto, Canada, may search for a “coffee shop in Oakville.” The results will differ from if they searched for “coffee” while physically in Oakville.
To be specific, geo-modified searches are mainly based on relevance and prominence as opposed to proximity when a user searches for something when outside the city included in the search.
Searchers perform this type of search when looking for something around them. For instance, a user in Los Angeles performing a local search for “coffee.”
Ideally, the user only needs to search for something and is shown results based on proximity. They will get the results that are closest to them.
“Near me” searches
“Near me” searches have been so popular in recent years. Although their popularity has significantly declined, users still perform this type of search when looking for something locally.
For instance, some users could add “near me” when searching for a coffee shop, hoping to get the most relevant results near them. As we’ve stated, this trend has lost popularity because when you perform a local search, you are searching for something near you.
It is not necessary to add “near me” to what you’re searching.
Prominence refers to how important Google thinks your business is, which gets factored into the local search algorithm.
In other words, it refers to how well a business stands from the rest in various aspects, including directories, links, reviews, mentions, among other things.
If search engines view your business as trustworthy and credible, they will likely show it on top of related search query results.
The local search algorithm views businesses/brands with a stronger online prominence as credible and trustworthy. Some of the factors that determine prominence include:
A local citation is the mention of a business’s information online. The mention can include the partial or complete name, address, and phone number (NAP) of a local business.
Citations are an excellent way for people to learn about local businesses and impact local search results.
A business with high-quality citations can rank better in local search results, although businesses must continually manage citations to ensure data accuracy.
Backlinks play a crucial role in local business prominence. Gaining relevant backlinks from high-quality sites is an excellent way to build a business’ online reputation.
If you’re trying to outrank your competitors without much success, your backlink profile could be the reason.
In that case, you should check your competitor’s backlinks and compare them with yours. When doing this, pay attention to the number and quality of their backlinks.
As a rule of thumb, aim to have high-quality local backlinks pointing to your site to improve your page’s authority.
Next, you need to pay much attention to reviews to improve local prominence. Many customers look at a business’s online reviews before deciding whether to engage more with the business or not. Besides, many positive online reviews can increase a business’ ranking factors.
Consider this scenario. A potential customer is looking for a pub around Oakville. When they perform a search, they are presented with two results: one with over 100 reviews and another with less than 10 reviews.
Which business do you think the searcher would trust? The one with 100 reviews, obviously.
As with search engines, customers need to trust a business before they decide to do business with it. Similarly, search engines can view online reviews and analyze them to determine a business’s online prominence.
That said, here are strategies you can use to boost your online review signals:
Have a strategy
You won’t have a strong online prominence if your products or services are not of a high standard. So, the first step to having many great reviews is to develop great products and services.
After that, develop a strategy to encourage your happy customers to leave honest but valuable reviews of their experience doing business with you to help boost your online reputation.
Monitor and manage the reviews
Having many reviews is one thing; you need to develop a plan to engage with your customers for better results. Responding to reviews shows people that you care and are genuine about your products and services.
People will avoid businesses that don’t respond to customer reviews (whether positive or negative).
Search engines, too, can tell whether you engage with customer reviews or not and will use the information to determine where to rank on local search results.
When responding to online reviews, pay special attention to negative reviews and how you respond to them. While no business likes getting negative reviews, how you respond to them can positively impact your business — respond positively to turn the negative reviews around.
As earlier stated, Google wants to provide the most relevant results to a local search query. This key ranking factor will determine a business’s position in local search results — how well does a local business match a search query?
Even if your business ticks the above pillars (prominence and proximity), if the content on your page isn’t well structured and doesn’t cover the topics that a searcher is looking for, you won’t appear on top of local search results.
Here are factors that businesses should consider to create a relevant listing:
Local page signals
Local listing categories and attributes
Social posts and responses to online reviews
Local listing signals and categories
A business GMB listing and category can impact its relevance score for local searches. As such, complete your business profile carefully and continually add quality content to the web page to ensure it is relevant for proximity searches.
More specifically, ensure that all information on all listing pages, including Yelp, Bing, and Google, is complete and accurate. Aside from these factors, here are two crucial features you should pay attention to:
Selecting the right categories for your local business listing is among the crucial factors for ranking locally. With over 4000 GMB categories, you want to choose categories that best describe your business — ensure they are relevant and specific.
Here are guidelines to follow when selecting a category:
Describe your business as opposed to your services
Be specific to minimize competition
Reduce the number of GMB categories to describe your business better
Without a proper description, users won’t know what your business is about. This section is about adding an introduction to your business so that customers and search engines can know more about your business.
However, don’t use this section for marketing your business. Just give users and search engines descriptive info that can help determine whether your business matches their needs.
Local page signals
Another way a business can improve its standing in the local search algorithm is by optimizing web pages for specific keywords. For multi-location businesses, it’s essential to have separate, localized pages for each location, with relevant information and contact details for customers to reach you.
Performing competitor research is advisable to determine what terms or keywords to use for a specific query. Here are top on-page signals to consider when trying to gain relevance for a given topic:
Keyword research — Before creating local content, you need to find keywords that matter to your business. Perform keyword research to determine highly relevant keywords with high intent. When finding relevant terms to use in your content, base your research on the customer perspective; think about what they search for and the type of content they are looking for.
Create local content — After finding the right keywords, it’s time to create your content. Google values the quality of content more than the length of the content, so keep this in mind when creating content. Another crucial thing to pay attention to is localizing the content. For example, you can create content on local news and events or use your city’s name within your content.
The goal is to create a connection between what’s happening in your local area and your business. Also, use pictures with your specific geolocation to increase your content relevance.
Creating quality and relevant content is only the start. You need to optimize your content for on-page signals so local search algorithms can discover and rank them better. Here’s how you can optimize your local content for on-page signals:
Meta descriptions — Include keywords in your meta descriptions to encourage searchers to click through and increase visibility
Title tags — Title tags are some of the factors that search engines use to determine where to rank content. Incorporating keywords naturally in your title tags can help boost local rankings
Image tags — Another way to improve local rankings is by including relevant keywords in your image tags. Including geotags also comes with an added advantage
Headings — Users and Google value pages with clear structures. Consider creating headings within your content to capture readers’ attention and encourage them to read on. However, ensure your heading tags describe the content that comes after them well. Also, include keywords in your heading tags to help search engines understand them and their importance.
Off-page local signals
Gaining high-quality backlinks is a great way to boost credibility and trust. Backlinks refer to external links from another website to your site. Aim to have more high-quality backlinks to boost your website authority.
Ideally, having many quality backlinks shows search engines that your website or page is credible and trustworthy, which boosts the chances of ranking it higher in search engine results.
Guest posting is one of the best examples of link-building strategies you can use. Finding great guest posting opportunities provides an excellent opportunity to share your content to a new but relevant audience, which helps boost your website authority.
Another strategy you can use is to create longer and better content than what is already available on the web. When your content is high quality and relevant, it will be easier to get high-quality backlinks.
Review and social signals
Online reviews can also help boost relevance for your local business. Aim to get as many positive reviews from your happy customers as possible.
Remember, when customers perform a local search, they get not only the relevant businesses but also reviews related to the search. The more positive reviews a business has, the higher chances a potential customer will do business with them.
Closing thoughts on the local search algorithm
Ranking on top of local search results can seem daunting, but it shouldn’t when you know the vital things to focus on. As you have seen above, the local algorithm is based on three pillars: relevance, proximity, and prominence.
Of course, other factors determine local search rankings depending on your industry and competition.
Ah, email. Why did you send my friend’s birthday party invite to my spam folder? Why do you make it so easy to archive an email when I don’t even know what that means? Why are you … blue now … Gmail?
Email is a necessary evil. So whenever I hear about startups looking to innovate on the decades-old communication tech, I’m instantly intrigued considering the huge number of potential areas of improvement. Plus, talk about a large TAM!
Startups have taken note. Boomerang launched its email productivity software in 2010, and since its 2014 launch, Superhuman has raised $108 million to help users get through their inbox faster. Trying to build a better email mousetrap isn’t exactly a novel concept, but it could be big business.
I recently received pitches from two new upstarts, both of which launched their email innovations in the last year, that really piqued my interest. Let’s meet them.