SEO for Creatives: How to Get Your Handmade Products Found Online

The ultimate guide to search engine optimization (SEO) tailored specifically for artists, makers, and handmade product sellers.

You’ve poured your time, creativity, and passion into making something beautiful by hand, but what if no one sees it? Whether you're selling handmade pottery, jewelry, textiles, or artwork, getting discovered online is a game-changer. That’s where SEO, or Search Engine Optimization, comes in.

SEO is the practice of making your website or online shop more visible in search results. It might sound technical, but it’s not just for marketers and coders. With a little strategy and consistency, creatives like you can use SEO to attract your ideal audience and increase sales—organically and sustainably.

1. What is SEO, and Why Does It Matter for Creatives?
​SEO is how platforms like Google, Etsy, and Pinterest decide which products and pages show up when someone searches. If your listing is optimized with the right keywords, tags, and descriptions, it’s more likely to appear on page one—and that’s where the clicks happen.

I first learned of SEO when I started my own website. Inputting key words such as "pottery in Dallas" or "green tea cup" can help boost your item listing in search results.

Benefits of SEO for Creatives:​

• More organic (free) traffic to your shop or site
• Higher visibility for your work
• Increased sales and brand awareness
• Long-term growth without relying entirely on ads or social media

Think of SEO as the compass that helps your ideal customers find you.

2. Start with Keyword Research
​The heart of SEO is keywords—these are the search terms people use when they’re trying to find what you sell.
How to Find the Right Keywords:

• Use Etsy Search: Type in product-related words and see what autocompletes.
• Use Google Keyword Planner (free with a Google account)
• Try tools like Ubersuggest, Keywords Everywhere, or Moz. I personally have used Ubersuggest for my website, and I think it has been so helpful.
• Check competitor listings—what phrases do they use? It's okay to gather inspiration from makers and brands you look up to, but just don't steal their entire identity.

Look for long-tail keywords: These are specific and less competitive, like “handmade ceramic incense holder” instead of just “ceramics” or “pottery.”

3. Optimize Your Product Listings
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Product Titles

• Use clear, descriptive titles that include your primary keyword up front.
• Avoid stuffing too many keywords—it should still read naturally.
• Example: “Boho Ceramic Hanging Planter – Handmade Pottery for Indoor Plants”

Product Descriptions

• Tell a story that incorporates keywords and answers common customer questions.
• Include dimensions, materials, color options, and care instructions.
• Use bullet points to make it scannable.

Bonus Tip: Use lifestyle language—paint a picture of how your product fits into their life or space.

4. Don’t Forget Your Images and Tags

Image SEO

• Rename image files before uploading (e.g., handmade-mug-speckled-glaze.jpg)
• Use high-quality, well-lit photos
• Add alt text when possible (especially on websites) for accessibility and SEO value
  
  
  

Tags (especially on Etsy or Shopify)

• Use all the available tag slots
• Include synonyms, product uses, styles, and occasions. Really dig deep into what customers could use your prouct for in all aspects, not just what you specifically made it for. Think of gifts, parties, bridal showers, mother's day gifts for mom, etc.
  
  
  

Example: For a ceramic planter, use tags like “succulent pot,” “wheel thrown planter,” “boho decor,” “terracotta look,” “housewarming gift”
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​5. Make Your Website or Shop SEO-Friendly
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Whether you use Shopify, Etsy, WordPress, or Squarespace, your shop should be easy to navigate and optimized for search engines.

Essentials:

• Clear navigation (Home, Shop, About, Contact)
• Fast loading times
• Mobile-friendly design
• Keyword-rich page titles and meta descriptions
• A blog (if possible) to support content-based SEO
  
  
  

Pro Tip: Include your target keywords in headings (H1, H2) and URLs where appropriate.

​6. Use Content to Drive Traffic

Start a Blog
A blog helps you rank for more keywords and builds trust with your audience.
Post ideas:

• “How I Make My Handmade Ceramics”
• “The Best Indoor Plants for Clay Planters”
• “Behind the Scenes: A Day in My Pottery Studio”
  
  

Include internal links to your products and use strong keywords in your post titles and meta descriptions.

Leverage Pinterest
Pinterest works like a visual search engine, and it’s gold for handmade sellers.

• Create pins for each product, blog post, and collection
• Use keyword-rich descriptions and titles
• Link back to your shop or blog

7. Build Backlinks and Boost Authority
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Backlinks (when other websites link to yours) show search engines that your site is trustworthy.
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Ways to Get Backlinks:

• Collaborate with bloggers or influencers
• Guest post on art or lifestyle blogs
• Submit your shop to handmade directories
• Be active in maker communities and forums
  
  
  

Even a few quality backlinks can improve your search rankings.​

8. Track Your SEO Progress
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​You don’t need to guess what’s working—there are tools that show you.

Tools to Use:

• Google Analytics – Track visitor behavior and traffic sources
• Google Search Console – See what search terms are leading people to your site
• Etsy Shop Stats – Analyze views, traffic sources, and keyword performance
• Pinterest Analytics – Monitor pin performance and outbound clicks
  
  

Keep a journal or spreadsheet to track which changes lead to more traffic or sales.

SEO may seem overwhelming at first, but it’s simply about making your work easier to find. As a creative, you already have the storytelling, visuals, and passion—SEO just helps align those with how your audience searches. I personally think working on SEO is very fun and enlightening. The keywords you find can also give you some insight into what products you could make for your customers next!

By learning a few key principles and staying consistent, you can build long-term, organic visibility for your handmade brand and reach people who are already searching for what you do best.
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Your art deserves to be seen. Let’s make sure it is by using SEO.