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Etsy Search Secrets: What REALLY Impacts Your Rankings
If you’ve ever wondered how Etsy’s search algorithm works and what actually helps (or hurts) your ranking, you’re not alone. Sellers are always searching for ways to improve their visibility and get more sales, but Etsy recently confirmed that two major factors DO NOT impact your search rankings—the Star Seller badge and Etsy Ads.
However, there’s more to the story! In this post, I’ll break down exactly what Etsy said, how their search system works, and what you should focus on to increase your traffic and sales.
The Truth About the Star Seller Badge
For years, many sellers have believed that earning the Star Seller badge gives their shop a boost in search rankings. But according to Etsy, this isn’t true—the badge itself doesn’t help your listings rank higher.
That said, the factors that go into earning the Star Seller badge DO affect your search ranking. Etsy’s algorithm considers:
✔️ Message response time – Fast replies improve your shop’s standing.
✔️ Shipping speed – Late shipments can lower your search visibility.
✔️ Review score – Higher reviews help Etsy’s algorithm trust your shop.
So while the badge itself isn’t a ranking factor, meeting the requirements for it absolutely benefits your visibility in search.
Etsy Ads vs. Organic Search Rankings
Another common myth is that running Etsy Ads boosts your organic search performance. This is false.
Etsy separates paid and organic search performance. Even if your ad campaigns generate clicks and sales, they won’t improve your organic ranking. Likewise, a listing that performs well organically won’t necessarily do well in ads.
This is why I don’t recommend running Etsy Ads before optimizing your shop for organic sales. If you can’t sell your product without ads, it’s usually an SEO or niche issue—advertising won’t magically fix it. Instead, focus on improving your SEO, product photos, and descriptions first.
How Etsy’s Search Algorithm Works
Understanding how Etsy ranks listings will help you set up your shop for success. Etsy’s search process happens in two phases:
Step 1: Query Matching
When a shopper types something into the search bar, Etsy gathers all the listings that match that query. This is based on keywords in your titles, tags, descriptions, and attributes.
For example, if someone searches for “gold heart pendant necklace,” Etsy pulls up listings with those keywords and related terms. However, just having the right keywords doesn’t guarantee a high ranking.
Step 2: Ranking Listings
Once Etsy gathers all potential listings, it ranks them based on several factors, including:
✅ Relevancy – Are your keywords an exact match for what the buyer searched?
✅ Shop & Listing Quality – Are all sections filled out? Do your listings look professional?
✅ Customer Service Metrics – Fast responses, on-time shipping, and high review ratings help.
✅ Engagement Rate – Etsy tracks clicks, favorites, and purchases to see if people like your listing.
✅ Recency Boost – New listings get a short-term visibility boost to see how they perform.
✅ Shopper Behavior – Etsy customizes results based on each buyer’s previous activity.
Why You Should Never Search for Your Own Listings
One of the biggest mistakes Etsy sellers make is searching for their own products to check their ranking. Etsy tailors search results to each shopper based on their past behavior, so what you see isn’t what your customers see.
Even if you use incognito mode, your results won’t be 100% accurate because Etsy still personalizes search based on broader shopper trends. Instead, focus on using keyword research tools and tracking your actual sales performance to gauge your visibility.
What You Can Control to Improve Your Etsy Rankings
While some ranking factors (like buyer behavior) are out of your hands, there’s still plenty you can control:
✔️ Optimize your listings – Use clear, keyword-rich titles and descriptions.
✔️ Improve listing quality – Upload multiple high-quality photos and fill out all attributes.
✔️ Maintain good shop metrics – Fast shipping, great reviews, and quick responses matter.
✔️ Drive engagement – Encourage customers to favorite, share, and review your products.
✔️ Monitor performance – Track what’s working and tweak your listings based on real data.
By focusing on what you can control, you’ll give your shop the best chance of success—regardless of Etsy’s algorithm updates.
