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Product Listing Review No. 1 – Wee House Necklace

by Camilla

Folksy Listing Review – ‘Wee House on the Hill’ by Oku Designs

As we all know, there’s much more to selling craft online than just being able to make beautiful pieces. To sell your work, you need to be seen – on search engines, within Folksy or through social media… and ideally on all three. Writing a great listing is essential to achieving the first two, but there is so much advice out there that even if you’ve read all the blog posts (like this one – https://blog.folksy.com/2017/02/23/how-search-works), it’s not always obvious how to apply the lessons to your own listings.

In this new video series, creative copywriter Martha Moger aka The Stitch Writer and I tackle concrete examples, showing how a particular listing could be improved to increase its visibility. In each episode we take one product made and listed on Folksy.com, analyse its strengths and weaknesses, and suggest changes that could be made to the title, description, tags and elsewhere, with the aim of making it more likely to be seen and sold.

We’ll show you how to find the best keywords for a particular product and give examples of how those words and phrases could be incorporated into titles, descriptions and tags.

Episode 1. Wee House Necklace

In this first episode, we look at the case of a colourful aluminium and Formica necklace featuring a house on a hill, made by Adrienne Honeyman from Oku Designs – who has been brave enough to volunteer to be our listing review guinea pig. We’re very grateful to you, Adrienne!

Watch the full listing review in the video above – or click here to watch it on Vimeo. Below we’re briefly going to guide you through what we did, and suggest some links for further reading, but we’d suggest you watch the video first.

This necklace was initially listed with the title “Wee House on the Hill” and looked like this…

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What we did…

It was immediately obvious to us that this listing was missing out on views by not including the words ‘necklace’ or ‘pendant’ in the title and description. So we started there and considered at what’s called “Searcher Intent” – ie what people who are typing words into Google are actually looking for. As you’ll see when you watch the video, this revealed that people who are searching for ‘House on the Hill’ (the original title) were hoping to find information on the film of the same name or a cottage to rent, rather than a necklace to buy. Not her ideal target market.

However, when we started investigating alternative keywords on Google, such as ‘handmade silver necklace’, we discovered that lots of people search for ‘Scottish jewellery’ and want pieces that are ‘handmade in Scotland’. We felt this could be a good selling point for this necklace and a way for Adrienne to reach a whole new audience who would be interested in her work, as Adrienne is based in Fife and most of her jewellery, certainly this necklace, is inspired by the Scottish landscape.

We then set about finding the best keywords to focus on related to those searches using Ubersuggest (looking for keywords with a high search volume but low competition) and once we had a list of those, we found ways to wind them into the title, description, tags and inspirations.

We changed the title to ‘Scottish Landscape Necklace with a Wee House and Tree – handmade in Scotland’, rewrote the description so it started with a ‘power paragraph’ told the story of the product, explained the “why” and suggested ways it could be used or gifted, and included as many relevant keywords as possible, but written for people not for bots. We included additional tags to help boost its position in particular search results on Folksy, and added free additional postage in the shipping section. Finally we added a new photo showing the design process – in an ideal world we would also make sure there was either a photograph of the necklace being worn, a styled product shot or a photograph of the pendant against the scene that inspired it.

As we explain in the video, Adrienne could then maximise her chance of being found on search engines by creating a collection called “Scottish Landscape Jewellery” and, if she wanted to take the idea further, by creating other collections based on particular locations in Scotland that are popular with tourists – and creating a marketing campaign around this concept.

The revised listing: ‘Scottish Landscape Necklace with a Wee House and Tree – handmade in Scotland’

Below is an image showing the revised listing with those changes to the title, description, tags and inspiration section. You can see the full revised listing here > Scottish Landscape Necklace with a Wee House and Tree, handmade in Scotland. 

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On their own, we wouldn’t expect these changes to make a huge difference to where Adrienne’s product ranks in broad Google searches like ‘Scottish Jewellery’, but they should improve its chances of ranking for a long-tail search like ‘Scottish Landscape Necklace’, especially if Adrienne creates the new collections suggested – and it will also now appear higher up on relevant searches within Folksy. It will be interesting to see how the listing does and what happens next in Adrienne’s shop.

Further reading:

SEO basics for Designers and Makers – https://blog.folksy.com/2018/07/03/seo-basics-designers-makers

How to write a listing that gets seen in search results – https://blog.folksy.com/2017/02/23/how-search-works

How to use tags on Folksy – https://blog.folksy.com/2016/11/22/how-to-use-tags

How to write a fantastic About Me page for your Folksy shop – https://blog.folksy.com/2018/11/09/how-to-write-a-fantastic-about-page

Would you like your listing reviewed?

We’re looking for more brave souls prepared to put their shop under the microscope. So if you’d like to volunteer, please email community@folksy.co.uk and in the meantime, we’d love to get your feedback on this episode. As this is the first one, we know it’s not perfect (I also had a cold, so please accept my sincere apologies for all the sniffing!). We’ve already got some ideas on how we can makes it better, but it would be useful to know if there’s anything you’d like us to focus on next time or explain in more detail.

You can enlist Martha’s services on your own product descriptions, blog posts and social media content here – https://www.thestitchwriter.com/copywriter-services

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Alison Sye April 11, 2019 - 12:57 pm

Brilliant. Thoroughly enjoyed watching this. Thank you so much for doing it. I think more of it went into my brain than when I just read about things.

Camilla April 15, 2019 - 12:34 pm

That’s good to hear, Alison. Thanks for letting us know. Hopefully it helps to see a real-life example too. We’ll do another listing review soon as loads of people have told us how useful they’ve found this one.

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