You Don’t Need More Keywords. You Need to Fix What Kills Rankings.
Most eCom sellers think ranking = keywords.
But marketplaces like Etsy, eBay, and even Google Shopping use buyer behavior to decide what shows up higher. That means even if you have the right keywords, your listing can still get buried.
The problem usually isn’t what’s missing. It’s what you’re doing wrong that’s killing visibility quietly.
This post shows you what to fix now, before adding anything new.
Stop Thinking SEO = Keywords Only
Every platform (Etsy, eBay, Amazon, Shopify) uses ranking signals that go beyond text:
- Click-through rate (CTR)
- Conversion rate
- Return rate
- Image quality
- Time-on-page
SEO isn’t just what’s in your listing. It’s how people interact with it.
Related: What Etsy Sellers Overlook About SEO
1: Your First Image Isn’t Selling the Click
On most marketplaces, your first image acts like an ad.
If it’s:
- Cropped weird
- Overexposed or too dark
- Buried under text or badges
- Shot on a distracting background
…your CTR tanks.
What to do:
- Use neutral or clean white/light backgrounds
- Show the full product clearly no filters
- Leave room for cropping on mobile
- No clutter, no badges, no shadows
And yes test your first image. Small tweaks can raise click-throughs by 15–30%.
Related: A Better Way to Write eCom Product Descriptions
2: You’re Not Using All Item Specifics or Tags
This one hits Etsy and eBay sellers hardest.
Both platforms allow structured fields like:
- Size
- Color
- Material
- Style
- Occasion
These aren’t optional. They help your product show up in filters and filtered searches convert higher.
If you leave them blank, you’re invisible to buyers using filters (which is most of them).
What to do:
- Fill out every available specific
- Use phrases people actually search
- Don’t stuff keywords focus on relevance
Related: Cross-Listing Tips for Etsy, Amazon, eBay Sellers
3: Your Description Doesn’t Match Buyer Intent
A beautiful listing won’t rank if it doesn't convert.
And it won’t convert if your description is:
- Too vague
- Too wordy
- Missing real-world context
What to do:
- Open with a clear benefit
- Use 3–5 bullets to cover materials, use case, dimensions
- Match tone to buyer type (informal for fashion, technical for tools, etc.)
Real buyers don’t read. They skim. So write for skimming.
Related: One-Page Store Design That Converts on Mobile
4: Your Titles Are Stuffed or Incomplete
Title = your best ranking asset. But that doesn’t mean stuff every word into it.
Too stuffed: “Vintage Necklace, Gold Necklace, Dainty Necklace, Women’s Jewelry Necklace”
Too vague: “Elegant Necklace”
Better: “Gold Dainty Layered Necklace – 18K Plated – Adjustable – Minimalist Jewelry”
Title tips:
- Prioritize 2–3 high-value phrases
- Keep it natural and readable
- Add key specs (size, color, model) toward the end
Related: How to Grow an eBay Store from Scratch
5: No Proof of Trust (Reviews, Policies, Shipping)
Even if your title and photo get clicks, buyers bounce if they don’t trust the store.
Here’s what builds trust inside a listing:
- At least 5 recent reviews on the product or store
- Visible return/shipping policy
- Clear location of ship-from
- Trust badges if they’re subtle and clean
If you’re on Etsy, your star rating, review count, and “shop age” all show up at the top. Weak signals here = fewer sales.
What to do:
- Add 1–2 lines about shipping time in the description
- Ask for reviews with every fulfilled order (not aggressively)
- Include a “guarantee” badge only if it looks native
Related: How to Collect Reviews Without Breaking Rules
6: You Never Update Old Listings
Platforms reward freshness.
Old listings that never get updated fall behind in visibility even if the product is solid.
What to do:
- Sort listings by performance
- Update top 20% with better images, refreshed title, or clearer bullets
- Slightly reword descriptions to trigger recrawl
- Use “renew” (on Etsy) for seasonal rotation
You don’t need to overhaul everything. Focus on the top 5–10 listings that drive the most traffic.
Related: Tracking the Right Metrics in Paid Funnels
Conclusion: It’s Not About Adding More. It’s About Fixing What’s Broken.
SEO isn’t just keywords. It’s a signal loop.
If your product doesn’t:
- Get clicked
- Get favorited or added to cart
- Get purchased
- Get rated well
…it doesn’t rank.
Fix the basics:
- Improve your first image
- Use every field (tags + specifics)
- Write for buyers, not algorithms
- Show clear trust signals
- Refresh top listings
You’re probably not far off but these changes can push you back into the algorithm’s good books.
Next posts to read:
- Best Shopify Apps That Actually Drive Sales
- How to Fix a Boring Product Page
- SEO for SaaS Is Not the Same. Here’s Why
