If you list handmade products online and hope customers will find them, you need to know about keywords. They might not be glamorous, but keywords are quite simply the unsung heroes of e-commerce.
Without the right keywords, even the most beautiful handmade item can remain invisible. With them, you can attract the right buyers, stand out from the crowd, and grow your business.
This guide will explain why keywords matter and—most importantly—show you exactly how to create your own powerful keyword list.
Why Keywords Matter for Handmade Businesses
1. Search Engine Optimisation (SEO)
Keywords are the foundation of SEO. When a customer types "hand-knit wool scarf" into a search engine or a marketplace search bar, the algorithm scans listings for those exact words. A well-optimised listing (using the right keywords in your title, description, and tags) tells the search engine: "This product is relevant to that customer."
2. Targeted Audience Reach
Effective keywords ensure your products are shown to people who are actively searching for items like yours. You don't need to attract everyone—just the right people. Tailored keywords help you reach a more engaged, ready-to-buy audience.
3. A Competitive Edge
Many sellers describe their products in the same generic way. By identifying unique, specific keywords (especially long-tail phrases), you can stand out from competitors and attract customers who might otherwise have missed your shop.
Creating Your Own Keyword List: A Step-by-Step Guide
Step 1: Understand Your Product Inside Out
Start by listing the core features of your item:
-
What is it? (e.g., candle, necklace, beanie hat)
-
What materials did you use? (e.g., soy wax, sterling silver, merino wool)
-
What makes it unique? (e.g., hand-painted, zero-waste, hypoallergenic)
Ask yourself: "What would a customer actually type into a search box to find this?"
Step 2: Research Popular Search Terms
Don't guess—research.
-
Use free keyword research tools.
-
Look at successful competitor listings in your niche. What words do they use in their titles and descriptions?
Step 3: Embrace Long-Tail Keywords
Long-tail keywords are longer, more specific phrases. They may have lower search volume, but they convert far better because they match exactly what a customer wants.
| Too Generic (Hard to rank for) | Long-Tail (Much better!) |
|---|---|
| Handmade soap | Organic lavender handmade soap |
| Knitted hat | Hand-knit chunky baby beanie hat |
| Dog collar | Personalised vegan leather dog collar |
Step 4: Add Location-Based Keywords (If Relevant)
If you sell locally or at UK markets, include your location. This helps customers nearby find you.
-
Example: "Handmade leather bags in Edinburgh"
-
Example: "Bristol-made artisan candles"
Step 5: Use Synonyms and Variations
Different people search using different words. Don't repeat the same term—mix it up.
Instead of only using "handmade pottery," also try:
-
Ceramic art
-
Handcrafted pottery
-
Artisan ceramics
-
Stoneware bowl
Step 6: Regularly Update and Refine
Keywords are not "set and forget." Customer trends change, seasons change, and language evolves. Review your keyword list every few months, check which terms are driving traffic, and adjust accordingly.
Go Deeper: Consider Style, Recipient, and Purpose
To build a truly powerful keyword list, you need to go beyond just naming the product. Think about style, who the item is for, and what it is used for.
Style Keywords
| Type | Examples |
|---|---|
| Aesthetic | Bohemian, Minimalist, Vintage-inspired, Rustic, Modern |
| Material/Texture | Leather, Handwoven, Textured ceramics, Ribbed knit, Polished |
| Colour-specific | Pastel pink handmade scarf, Turquoise beaded jewellery, Charcoal grey cushion |
Recipient Keywords (Who is it for?)
Tailor keywords to the person buying or receiving the item.
| Category | Examples |
|---|---|
| Demographic | Kids' hand-knit hats, Men's leather wallets, Women's personalised necklace |
| Occasion | Wedding favour candles, Baby shower handmade gifts, Christmas stocking filler |
| Age group | Teenager jewellery, Senior-friendly easy-grip mugs |
Cultural note: Remember that language varies across the UK. A "bap," "roll," and "bun" all refer to similar bread products, but search popularity differs by region. Think about whether your audience uses "trousers" or "pants," "sofa" or "settee."
Purpose Keywords (What is it for?)
Think about how the customer will use the item.
| Type | Examples |
|---|---|
| Functional | Reusable eco-friendly storage bags, Handmade kitchen utensils, Insulated coffee cup sleeve |
| Mood/Feel | Relaxing aromatherapy candles, Upbeat handmade wall art, Cosy hygge blanket |
| Customisation | Personalised handmade photo frames, Custom engraved wooden signs, Made-to-order name necklace |
Putting It All Together: A Worked Example
Let's take a simple product: a handmade lavender candle in a tin.
A weak keyword list might just say: "candle, handmade candle, lavender candle."
A strong keyword list (using style, recipient, and purpose) would look like this:
-
Small batch soy wax candle
-
Lavender aromatherapy tin
-
Relaxing sleep gift for her
-
Hand-poured travel candle
-
Vegan Christmas stocking filler
-
Calming bedroom scent
-
Personalised label candle (if customisable)
-
Housewarming gift for new home
Final Advice for Handmade Sellers
Investing time in creating a thoughtful, detailed keyword list is one of the highest-return activities you can do for your Crafts City shop. It costs nothing but time, and it directly improves your visibility, your traffic, and ultimately your sales.
Your action plan:
-
Set aside one hour this week to brainstorm keywords for your top 5 products.
-
Research what customers are actually searching for.
-
Update your product titles, descriptions, and tags.
-
Review and refine every 2–3 months.
Keywords really are the unsung heroes of online selling. Treat them well, and they will bring customers to your door.
Happy selling from all of us at Crafts City Co
