Usually, when someone tells me they get those kind of results with a strategy they implemented, I’m always suspect of their legitimacy. However, when that someone is John W. Golden, a man I trust implicitly, then I know the information is worth sharing. And share he does in this interview, because one thing John does not know how to do is hold back information.
John is a long-standing veteran of Etsy, and has seen every iteration of the company. He’s weathered the storms and come out shining, but not everything was so brilliant. Back when Etsy switched their search from recency to relevancy, like many others, John was confounded. The strategies he used to gain sales were not working anymore, and despite his efforts to adapt, his sales still dwindled. Then he decided to get smart with his process.
Back in 2012, he started looking into the effectiveness of using keyword phrases instead of just single words. He found that if he used the right phrase, in the right place, he would actually get found by people who didn’t know he existed previously.
Since that time, John has written two tagging guides (which you can buy on Etsy), and he’s improved his sales success exponentially, to the tune of 400% growth in a given month this past holiday season. Now, I don’t want you to think that you can automatically see that kind of growth from these techniques, but there is something to be said for the implementation of strategies that work. Everyone I know who has tried this approach has seen more views, and made more sales. The degree is independent to the seller, but the strategy works.
What We Discuss in This Episode:
- How no adapting to change can be the death of your business
- What makes up a good keyword
- Do photos matter as much as everyone says they do?
- Software tools to add to your arsenal to improve your productivity
- Other trade secrets that you’ll just have to listen in to find out
I know many people will deflect this information, saying it doesn’t work for them, but I’m going to assume it’s because they didn’t fully invest themselves into the idea. It takes a lot of work, and in case you forgot, business is hard work. If you want to say a hobbyist, ignore these lessons, but if you want to grow your business, listen this golden advice.