Short answer: Etsy recommends short, clear titles, generally under 15 words, that name the item first, list its key traits (color, material, size) and avoid repeating words. Move subjective words like “beautiful” into the description, and leave price and shipping details out of the title.
Many handmade shops still use long, keyword-stuffed titles from older Etsy advice. In August 2025 Etsy published updated guidance that points the other way. Here is what it says and how to apply it.
Etsy’s title guidance in one list
- Keep it short. Etsy suggests using “less than 15 words” when you include the traits that make your item special.
- Say what the item is. “Mug”, “dress”, “print” should be easy to spot.
- Lead with the most important traits. Color, material, size, style.
- Try not to repeat words. Repeating “mug” three times does not help buyers read the title.
- Use occasions and recipients only when essential. “Wedding guest book” needs “wedding”; a regular mug does not need “gift for her”.
- Move subjective words to the description. “Perfect”, “beautiful”, “unique”.
- Skip price, shipping and sale details. Etsy already badges these in search.
Does word order still matter?
Etsy says the position of a keyword in the title does not change ranking. Order still matters for people: buyers see the start of the title first, especially on mobile, where it gets cut off. So put the words a buyer needs to recognize the item at the front.
Before and after examples
| Before | After | What changed |
|---|---|---|
| Handmade mug | Speckled Ceramic Coffee Mug, Handmade Stoneware, 12 oz | Item named, material and size added |
| Beautiful earrings for her | Chunky Gold Hoop Earrings, Lightweight Everyday Huggies | Subjective and recipient words removed |
| Art print | Fern Line Art Print, Minimalist Botanical Wall Decor, 8×10 Printable | Subject, style and size added |
These are illustrative examples, not client results.
A 5-minute title check
- Count the words. Over 15? Cut filler.
- Can a stranger tell what the item is from the first three words?
- Is any word repeated? Remove the repeat.
- Is there a subjective word? Move it to the description.
- Is every descriptor accurate? Etsy requires listings to describe items correctly.
Where do the extra keywords go?
Into your 13 tags and the first sentences of your description. Etsy search reads both. See our guide to Etsy tags.
FAQ
How many words should an Etsy title have?
Etsy suggests fewer than 15 words that describe the item and its key traits.
Should I repeat keywords in my Etsy title?
No. Etsy advises trying not to repeat words in titles. Use tags for related search phrases.
Does keyword position in the title affect Etsy ranking?
Etsy says position does not change ranking, but buyers see the first words first, so lead with what the item is.
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Sources
- Etsy Seller Handbook: Keywords 101
- Value Added Resource: Etsy guidance on listing titles (21.08.2025)
Handmade Coach is an independent consultancy and is not affiliated with Etsy, Inc. Etsy updates its guidance often; check the linked Etsy pages for the latest version.