Breaking News: Etsy Is Changing SEO Forever with NEW Updates

Summary

Etsy's CEO, Josh Silverman, has announced significant changes to the platform's search algorithm during the Q2 investor call. The update aims to enhance visibility for small and medium-sized shops by reducing duplicate search results and focusing on the diversity and uniqueness of listings. Etsy will empower sellers with more insights into listing quality and completeness to improve search visibility. The shift from a conversion-based approach to a recommendation engine is expected to increase buyer engagement and support niche-based shops, potentially changing the SEO landscape for the platform.

Takeaways

• 🔍 Etsy's search algorithm is undergoing changes to prioritize listing quality and diversity over pure conversion rates.
• 📈 Recent search experiments have led to approximately 70% of shops gaining more visibility in search results, especially benefiting small and medium-sized shops.
• 📊 The share of search impressions for small and medium shops has increased by nearly 30%, indicating a more level playing field for different sellers.
• 🛍️ Etsy aims to provide a more holistic shopping experience by reducing the occurrence of identical or very similar items dominating search results.
• 🤖 Large language models and generative techniques are being utilized to better understand shopping missions and seller inventory to enhance search and recommendations.
• 🚀 Later in the summer, Etsy plans to empower sellers with more agency and actionable insights related to listing quality and completeness.
• 🔑 The shift in Etsy's search algorithm is moving away from a keyword-based search towards a recommendation engine, similar to YouTube's browse and suggest approach.
• 📉 There is a potential risk that the new search algorithm could initially decrease conversion rates as it prioritizes discovery over direct sales.
• 🎯 Etsy is focusing on 'discovery' to show users items they might not have thought to search for, aiming to increase repeat visits and purchases.
• 🏷️ Sellers are advised to focus on high-quality images and relevant tags to improve their chances of appearing in Etsy's new discovery-focused search results.
• 🧩 Niche-based shops may have an advantage in the new ecosystem due to the associative data that ties into each other, making it easier for the algorithm to make relevant suggestions.

Q & A

What recent changes has Etsy made to its search algorithm?

Etsy has shifted its focus from a conversion-based ranking system to a more diverse and quality-focused approach, aiming to highlight the best of Etsy and its sellers' unique merchandise.

How has the new search algorithm affected visibility for small and medium shops?

The new search experiments have resulted in approximately 70% of shops having more visibility in search, with small and medium shops experiencing an increase in search impressions by nearly 30%.

What does Etsy consider as 'duplicate search results' and how are they addressing it?

Duplicate search results refer to multiple listings that appear very similar when a user searches for an item. Etsy is working to diversify these results by incorporating a mix of the most likely products to be purchased along with other items that the user might not have considered.

What is the significance of using large language models and generative techniques in Etsy's new initiatives?

Large language models and generative techniques help Etsy to better understand both the shopping mission of the user and the inventory of the sellers, allowing for more accurate and diverse search results.

How does Etsy plan to empower sellers with more agency and actionable insights?

Later in the summer, Etsy will provide sellers with more control and insights into factors like listing quality and completeness that can impact how their products show up in search.

What impact has the reduction of identical listings in search results had on Etsy?

The reduction has led to a more diverse and higher-quality set of listings being shown to buyers each time they visit Etsy, potentially increasing future visitation.

How does Etsy's new approach to search differ from the past focus on conversion rates?

Previously, Etsy's search algorithms ranked each listing based on the likelihood to convert. Now, the focus is on showcasing a broader variety of items to cater to the needs of the majority of users who are not necessarily ready to buy.

What is the potential impact of Etsy's new search algorithm on buyer behavior?

The new algorithm may encourage buyers to visit Etsy more frequently as they are presented with a more diverse range of products, potentially increasing the likelihood of repeat visits and purchases.

How does the new search algorithm relate to the concept of 'Discovery' on Etsy?

The new algorithm aims to enhance the discovery aspect of shopping on Etsy by suggesting items and categories that the user might not have considered, moving away from a purely search-based experience.

What are the implications of the new search algorithm for niche-based shops on Etsy?

Niche-based shops may have an advantage in the new ecosystem as the associative data from their specialized products and buyer behaviors can be more effectively utilized by the recommendation engine.

How should sellers adapt their strategies in response to Etsy's new search algorithm?

Sellers should focus on improving listing quality, including high-quality images and relevant tags, to ensure their products are more likely to be featured in the new recommendation-based search results.

Outlines

00:00

🔍 Etsy's SEO Shift Focusing on Diversity and Quality

Etsy's CEO, Josh Silverman, announced significant changes to the platform's search algorithm during the Q2 investor call. The update aims to enhance visibility for small and medium-sized shops by focusing on listing quality and reducing policy violations. The new initiatives are designed to move beyond relevancy and conversion-based ranking, promoting a more diverse range of products and sellers. The changes have already shown promising results, with approximately 70% of shops experiencing increased visibility and a nearly 30% rise in search impressions for smaller shops. The update is expected to provide sellers with more agency and actionable insights to improve their search performance.

05:02

📈 Empowering Sellers with Insights for Enhanced Visibility

In the second paragraph, the discussion continues on Etsy's commitment to empowering sellers with more control and insights into their listing performance. The platform plans to roll out features by late summer that will help sellers understand factors affecting their visibility in search results. This includes listing quality and completeness. The changes are anticipated to not only benefit buyers by presenting a more diverse and higher-quality selection of listings but also support sellers, especially smaller ones, by leveling the playing field in terms of search visibility.

10:02

🤖 Algorithm Update for Enhanced Discovery and Reduced Duplicates

The third paragraph delves into the specifics of Etsy's algorithm update, which aims to improve the discovery experience for users and reduce duplicate search results. The platform is moving towards a recommendation engine that suggests products based on associative matching and buying patterns, rather than direct keyword relevance. This shift is expected to benefit niche-based shops that can capitalize on the associative data to increase their discoverability. The update also addresses the issue of similar listings dominating search results by incorporating a more diverse set of products in search outcomes.

15:04

🛍️ Opportunities for Sellers in Etsy's Evolving Ecosystem

The final paragraph discusses the opportunities and considerations for sellers as Etsy's search and recommendation algorithms evolve. While the platform is moving away from a purely conversion-based approach, sellers are encouraged to focus on high-quality images and listings that can perform well in the new discovery-oriented ecosystem. The update is expected to favor niche-based stores due to their ability to leverage associative data effectively. Sellers are also advised to pay attention to the insights provided by Etsy to optimize their listings for better visibility and conversion rates.

Keywords

💡Search Visibility

Search visibility refers to the prominence and frequency with which a shop or listing appears in search results. In the context of the video, Etsy's search experiments have reportedly increased visibility for approximately 70% of shops, indicating that these shops are more likely to be seen by potential buyers. This is a critical aspect of the video's theme, as it discusses the changes in Etsy's search algorithm and its impact on seller visibility.

💡Search Impressions

Search impressions measure the number of times a shop or listing appears in search results. The video highlights an increase of nearly 30% in search impressions for small and medium shops on Etsy. This metric is vital as it directly relates to the potential for increased traffic and sales, showcasing the positive outcomes of Etsy's search algorithm updates.

💡Actionable Insights

Actionable insights are specific pieces of information that can be used to make informed decisions or take direct action. The video mentions that Etsy will provide sellers with more agency and actionable insights, suggesting that sellers will have access to data that can help them improve their shop's performance on the platform.

💡SEO (Search Engine Optimization)

SEO is the process of improving the visibility of a website or a shop in search engine results. The video discusses changes to Etsy's SEO, indicating a shift in how the platform's search algorithm prioritizes listings. This is a central theme of the video, as it explores the implications of these changes for sellers and the diversity of search results.

💡Conversion Rate

Conversion rate is the percentage of users who take a desired action, such as making a purchase, after clicking on a listing or visiting a shop. Historically, Etsy's search algorithm has been optimized for conversion rate, as mentioned in the video. This means listings that are more likely to result in a sale have been prioritized in search results.

💡Diversity of Listings

Diversity of listings refers to the range of different items available in search results. The video emphasizes Etsy's efforts to increase the diversity of items shown to buyers, moving away from displaying multiple similar items in search results. This change aims to provide a more varied shopping experience and potentially attract buyers to explore more of the platform's offerings.

💡Blackbox SEO Algorithm

A blackbox SEO algorithm is a term used to describe a search ranking system that is not transparent to users, meaning they cannot see the specific factors influencing search results. The video discusses Etsy's previous reliance on such an algorithm, which prioritized listings based on conversion rates, and the company's move towards a more transparent and diverse search experience.

💡Duplicate Search Results

Duplicate search results occur when multiple listings in search results are very similar or identical, offering little variety to the buyer. The video mentions Etsy's initiative to reduce the occurrence of such duplicates, which is part of their strategy to enhance the diversity and uniqueness of the marketplace.

💡Discovery

Discovery, in the context of the video, refers to Etsy's strategy to move beyond just search-based shopping and introduce a more exploratory shopping experience. This involves showing users items they might not have thought to search for, based on their interests and browsing behavior, similar to how YouTube suggests videos.

💡Niche-Based Shops

Niche-based shops are those that specialize in a specific category or type of product, as opposed to offering a wide variety of items. The video suggests that such shops may have an advantage in Etsy's new search ecosystem, as their specialized offerings and consistent buyer behavior can be more easily associated and recommended by the platform's algorithm.

💡Recommendation Engine

A recommendation engine is a system that suggests items to users based on their past behavior, preferences, or other data. The video discusses Etsy's shift towards incorporating a recommendation engine into their search algorithm, aiming to show users a broader variety of products and potentially increasing the likelihood of purchases.

Highlights

Etsy's search experiments have increased visibility for approximately 70% of shops in search results.

Search impressions for small and medium shops have increased by nearly 30%.

Etsy's CEO, Josh Silverman, discusses potential changes in SEO that could impact the platform significantly.

Etsy is focusing on using large language models and generative techniques to understand shopping missions and seller inventory.

New initiatives aim to highlight Etsy's unique offerings and differentiate from commoditized merchandise.

Etsy's search algorithms are evolving to move beyond relevancy, focusing on the diversity and uniqueness of sellers' merchandise.

The platform has reduced the percentage of searches showing identical items from the same seller by over 70%.

Etsy will empower sellers with more agency and actionable insights into listing quality and completeness.

Etsy's shift in search ranking is from conversion-based to a broader variety to better serve buyers not ready to purchase.

The change aims to improve the diversity of items and sellers shown on Etsy, potentially increasing buyer visitation.

Etsy's algorithm update is part of a larger move towards a recommendation engine rather than a keyword-based search.

Sellers will be given insights to improve visibility, such as enhancing image quality and tag optimization.

Etsy's update may favor niche-based shops due to the associative data tying into each other.

The platform is focusing on discovery, aiming to show users the next thing they might buy before they search for it.

Etsy's changes could potentially decrease initial conversion rates but increase repeat conversions.

Sellers are advised to pay attention to new insights from Etsy to optimize their listings for the updated algorithm.

Etsy's move towards discovery and suggestion is likened to YouTube's browse and suggest traffic, which accounts for 80% of its usage.

Transcripts

our latest search experiments resulted

in approximately 70% of shops having

more visibility in search with the share

of search Impressions from small and

medium shops increasing by nearly

30% later this summer we'll Empower

sellers by giving them more agency and

actionable insights than ever before so

there's some new breaking news from Etsy

once again and their CEO on SEO and that

it could be changing forever and

hopefully in a good way so what we're

going to do is we're going to turn it

over to Chris schaer who has a clip from

Josh Silverman that recently just

announced this and discussed it and

we're gonna actually hear people asking

questions about it so I'm really really

excited to hear this as well and this is

the first time I am listening to this

news so Chris I'm dying here to hear

this why don't you get this thing queued

up and uh let us let us get in on this

yeah so I I did the hard work of sitting

through the Etsy Q2 investor call which

I would not suggest that anyone does it

was one of the weirdest experiences of

my life but it was worth it Scott

because we were able to pull out a

couple key pieces of and what I did was

I took a portion from the regular

scheduled programming of the investor

call where they talk about what they've

done and what they're doing and then I

added in a part that came in to clarify

a little bit from the Q&A section at the

end and you and I did a video recently

on etsy's blackbox SEO algorithm and

some of Josh Silverman's thoughts on

this this is talking and expanding on

one of the points that you and I found

really interesting so if you're ready

I'll just go ahead and hit play on my

side here and we'll listen to what Josh

has go for it initiatives we're making

in quality to ensure we highlight the

very best of etsy differentiating

ourself in a sea of commoditized

merchandise we stand for keeping

Commerce human and we have an enormous

conviction that do doing this in a way

that no one else can is our most

important competitive advantage and that

these initiatives represent a tremendous

unlock for buyer consideration we

mentioned on our last call that we're

using large language models and gen

techniques to better understand both the

shopping Mission you're on as well as

our sell's inventory along these four

key Focus areas suppressing and removing

items that violate our policy UPR

ranking better quality listings in

Search and recommendations and better

curating and organizing our

Marketplace I'm extremely proud to

report on the Fantastic progress our

search team is making to move beyond our

historical focus on solving for

relevancy in search when you know what

you want and can't find it anywhere else

to new initiatives meant to also

highlight the best of etsy and feature

the incredible diversity and uniqueness

of our sellers merchandise in the past

our search algorithms ranked each

listing individually BAS based on

likelihood to

convert can can can I just say that I

feel Vindicated right any anybody that's

watch Brooklyn 99 uh give me give me

some hands in the chat or something

right I'm channeling Captain H right now

and screaming Vindication because this

is what you and I have talked about and

he he hinted at this in that blackbox

SEO call where he said look you know

we're if you go to you go to YouTube you

watch all these things they're telling

you it's all about stuff and keywords

and that's not really how we work he's

very explicitly saying here now that's

how it has always worked in the past

it's about conversion How likely is your

listing to convert if Etsy shows you for

that search term so Scott if everything

else is equal we have the same title

tags photos whatever you have a higher

conversion rate than I do you rank

higher than I he just said it right now

yeah he literally just said it so I'm

glad like you said Chris I'm glad that

we know that what we were saying was

pretty true at least that's what we're

thinking because well I mean the CEO

should probably know how things work so

I don't know it's almost like reading

all of those documents and and parsing

through the weird legal ease that as he

writes everything and paid off who

knew which often resulted in buyers

seeing far too many similar items rather

than a more more holistic set here's

some powerful data we roughly cut in

half the percentage of searches where a

high percentage of listings seen on page

one are from a single seller we reduced

the percentage of searches that have two

or more more listings that may appear

identical by over

70% we're incredibly excited about what

this might mean for future visitation as

buyers see a more diverse and higher

quality set of listings each time they

visit Etsy in addition to helping buyers

these initiatives also support our

sellers given how important it is that

we nurture the best of etsy across our

seller base our latest search

experiments resulted in approximately

70% of shops having more visibility in

search with the share of search

Impressions from small and medium shops

increasing by nearly

30% later this summer we'll Empower

sellers by giving them more agency and

actionable insights than ever before

into factors like listing quality and

completeness that can impact how they

show up in search that's a good our

search engine right now is pause that

Chris yeah so I think that's interesting

because that's what we said in the SEO

Black Box uh you know that video that we

did a reaction to it was audio if you

guys missed that we'll link that up in

the description that was the uh very

very uh private uh for investors really

uh it was a meeting that was held and we

got a hold of the recording um I mean we

did it legally it was out there we just

had to dig for it um and then we

listened to it and that there explained

what they call the SEO Black Box um and

Josh went ahead and talked about that

but he also talked about what he's

sharing now and he's giving a little bit

more clarity on when that we when we

could potentially see this is where

they're going to allow sellers to see

where they are lacking for visibility

and I think that's going to be

incredibly important so I'm excited to

hear that I think he said like late

summer um which we're approaching that

now so Josh let's get that thing out

there before Q4 what do you say Joshy

boy let's get that thing out the

door late late summer for a uh sevene

long beta potential right we know that

they are working on this and I think one

of the things that really stood out is

they said uh that they were able to

already diversify just on the changes

that they've made so far and I think

Etsy sellers may not feel this because

we're in the slowest part of the year

but one of the things that he pointed

out there Scott was 70% of the shops

that have they've tested this with had

more visibility in search meaning when

people searched they were seen more

frequently and the share of search

impressions for small shops and this is

something everybody's worried about and

one of the reasons they looked at

conversion and then had the Etsy listing

boost right you create that new Boost

and they're trying to figure out how you

fit into the whole Etsy ecosystem was to

account for the difference between large

shops and small shops they said this out

uh outperformed with small shops and

they were able to increase search

Impressions so how often you show up in

a search result for those smaller and

medium-sized shops by almost 30% so a

huge increase for those people by doing

it this way and I wanted before you and

I discuss what this actually looks like

I wanted to give the Q&A portion of this

because he does expand on that uh

teleprompter answer a little bit in

response to one of the investor

questions really optimized for

conversion which is why we have

historically shown you for example

multiple very similar variants of an

item if if the blackbox algorithm thinks

the most likely thing you're going to

buy is this it might show you eight

variants of roughly the same thing and

if that's actually what you wanted for

the two or three% of people who were

really ready to buy that thing that was

a great experience and it drives

conversion but what about the other 97%

who really weren't necessarily ready to

buy we would be much better served to

show them a broader variety of things so

that they understand everything we have

on offer whether they're going to buy

this session or come back more often so

I think what we're going to end up with

now dramatic improvements in the

diversity of items were showing on Etsy

the diversity of sellers were showing on

Etsy I think is going to drive a lot

more people to say wow there's a lot

more stuff for sale that I realize

there's more categories of items for

sale that I realize and they're going to

come back more often that's what I'm

what I'm really excited

about uh yeah so I would okay so I would

love to be at that little table that

they're at though right now because I

got some questions but my thing is is

like okay that sounds great in theory

okay the main thing that I heard there

was we want to let uh Shoppers know that

we have more than just from that one

seller right that's kind of what I got

there and they're saying like that's

going to make them go oh wow etsy's got

a lot of things on here that's great I'm

gonna come back versus if you split test

that the old way to the new way are your

sales going to suffer because you're not

showing them the ones that have gotten

the most sales which have the have more

reviews and have higher conversions is

that going actually decrease your

conversion rate on the front end for

Etsy not us but for Etsy the seller

that's getting more listing positions is

going to obviously benefit more but is

that going to hurt conversions overall

and I'm I'm sure they're split testing

that because if it if it if that shows

that experiment shows and they're like

okay cool but we can't prove that people

are coming back to this shop more and

buying more they might be coming back

but they're not buying but over here on

on test a we're showing them more of the

same but they're buying more why are you

going to change that right so for the

newer seller the medium-sized seller and

you're like oh cool this is going to

give me an opportunity to show in search

but if you're not getting sales is that

really going to benefit and are you

going to show up in search don't know

the ver will still be out but I know

they're going to be split testing this

because I mean that's going to be a huge

a huge thing that they got to look at as

far as the data you're not just going to

roll this out and go oh great we rolled

it out there's going to be data behind

yeah and I think I think think the real

impetus behind this and he said the word

and I'm not sure if you picked up on it

Scott and I have one more clip that I

want to share with you and I want to see

if you little bonus clip recall from

this uh another algorithm that you and I

are fairly familiar with that uses the

same word and so I'm G to pull this clip

in efforts we've had in place in the

past continue in terms of having a

robust toolkit for sellers so they can

put their items on sale they can offer

you know a discount to a returning

customer if you've left an item in

checkout they can offer you a coupon get

you to come back and close and we see

sellers continue to use and adopt those

tools um we uh have you know for example

as part of the Loyalty program deals and

drops we're going to be highlighting

like things that we think are really

cool value and really special value we

want to lean more into discovery on Etsy

where where have you heard that word

before

Discovery are are we what's that

suggestions Discovery yeah right instead

of waiting for you to search for the

thing yeah we're going to show you thing

so it's more I think we're piggybacking

off of the big giant out

there YouTube yes right and that that

change in YouTube's algorithm YouTube is

the second biggest search engine in the

world but 80% of their traffic comes

from browse and suggest the videos they

are giving to you yep 20% they are the

second largest search engine in the the

world and only 20% of their traffic and

so what I think Josh is saying here and

again you guys can go listen to the

entire investor call if you want to

watch your eyes bleed uh but what they

are saying is they want to move away

from only keyword relevance to say when

you come to Etsy we want to show you the

next thing you're going to buy before

you have right to think about it and if

we're thinking about it that way do you

still feel the same way about that

change in the the potential conversion

or you saying okay maybe the first

conversion is harder to get but the

repeat conversions are potentially

easier to get because every product

that's being shown to that user is

something they would potentially buy

before they type anything into the

search I guess I guess it would come

down to this though and this is this is

the

difference YouTube I'm looking at it as

that's an enter not an entertainment

it's like a um I'm bored let me go to my

um app and while my wife's in getting

groceries I'm going to scroll some

YouTube Right entertain myself educate

myself whatever if I don't find myself

going to Amazon let's say to just browse

for random stuff so I don't know if it's

G to have the same effect as that I

understand the logic but I don't know

and again maybe I'm wrong maybe there

are you know and again it's primarily

I'm sure women that are on Etsy I don't

know what the demographics are but I'm

pretty sure the last I checked it was it

was more Etsy uh was women than it was

men are they going to go there like a

Pinterest thing and kind of like just

scroll to see what what's new and then

get suggested things be like oh that's

sweet that's cool so it's not so much on

search I don't know if that'll ever

outperform search on a platform like

Etsy or like Amazon or like eBay right

you're going there looking for something

um I'm not saying that there's not

something there that while you're

searching you see recommendations for

other things that might have might be of

interest to you but for people to just

go there and browse I don't know maybe

I'm wrong but I don't see it as the same

I I don't see it as the same that's just

my take on it yeah and I think what what

they are telling us is there's

essentially two major changes to what

they're doing the first thing is they're

trying to eliminate eliminate uh

eliminate what they consider to be

duplicate search results right so

somebody on Google if you go to Google

and you type in how to feed a hamster

and you get seven articles in a row that

are essentially the same thing that's a

duplicate search result what Etsy is

saying is one of the biggest complaints

both from buyers and sellers is that

they type something in and because we're

only using the conversion-based

approach they will see seven listings or

10 listings that look fairly similar so

is there a way that we can incorporate

the highest one or two likely products

to be purchased from that search result

and then other things that they haven't

thought about yet and Scott they went in

in in the investor call they went in a

little bit to uh what they call Demi

Fine Jewelry where they're doing some

additional search refinement where

they're giving you like popup bubbl to

say okay you search this did you

actually mean this and what they found

was a lift in conversions and a lift in

Gross merchandise sales just in that one

specific category right and so if we're

thinking about layering those two things

together that starts to make a lot of

sense and then once you get a little bit

of data on somebody when they come to

Etsy and most people they're driving

towards the app now because what they

saw was browsing Behavior turned into

buying Behavior there frequently so

you're not necessarily losing out if

you're driving people to the app and

giving them that experience and saying

hey here's this really cool thing here's

this really cool thing here's this

really cool thing in the background

you're still going to be reliant on

conversion rate as a metric right

they're not just going to show you

something cool because they think it's

cool they're going to show you something

cool because they think you're going to

buy it but they're going to be much less

reliant on the words you type in and on

the actual conversion rate of that

product because they're moving away from

a keyword-based search and much more

towards a recommendation engine because

what they've seen over and over again is

that doing direct text matching is very

hard especially with the diversity of

things that Etsy has in the catalog and

so if they can figure out a better way

to do associative matching or figure out

uh buying patterns right this person

buys fishing stuff let's just keep

showing them fishing stuff every time

they come to the homepage you're much

more likely to turn any of that browsing

Behavior into actual purchase Behavior

so they're moving away from that direct

Association and more towards an indirect

Association as we start to see this what

do you think this means for sellers

moving forward well I I think it's an

opportunity I think it's an opportunity

uh but does it change anything does it

change like the way that you're putting

your listings together are you changing

the way you're titling are you changing

the way you're doing images no I don't

really think that you are so there's

really not a lot of control only thing

that I feel the control aspect is is

they're going to give us insight as far

as how we are performing and is our

listing giving all of the data that the

algorithm wants and I think that's the

big the big thing here for sellers to

understand is when that rolls out we

want to pay attention to that because

that is clearly telling us this these

are the things that potentially could

get you ranked higher right and it might

even be to the point where it's like

your conversion is uh you know

75 you know we well we would like to see

you increase that so what it's basically

saying is there's other people selling

here and they're converting higher than

you so let's try to get the conversion

up well here's some recommendations how

to do that improve your image quality

improve your you know your tags like

whatever right like those are some

things that might come into play that's

the more important piece here the

discoverability the suggestions like all

that stuff that stuff this is things I

can't control but what I can control is

having a really really good high quality

image that when I do get shown up in

these suggestions hopefully that people

are going to see it like it and click on

it I think for me the the immediate

alarm Bell trigger whatever we want to

call it that went off in my head Scott

is niche-based shops are going to have a

huge advantage in that ecosystem why

because that associative data all ties

into each other all of the listings are

roughly about the same thing right all

of the keyword data which they're still

going to use to some extent even YouTube

who relies 80% on suggestions and

Discovery uses that keyword data through

the transcript through the stuff that

you put in the descriptions right to

serve those videos to the right people

Niche based stores are going to have a

huge Advantage because they're going to

have the text that is all Associated

around that Niche they're going to have

the buyer behaviors that are associated

around that Niche right somebody who's

into avocados is not buying something

from a fishing store necessarily right

they're going to go buy from the avocado

store or whatever it is probably a

terrible example because there's a big

crossover there but you guys get what

I'm saying if we have an everything

store we lose out on the extra metrics

that we will get in a suggestion type of

a system when Etsy identifies that Scott

is a big bass fishing fan they're now

going to start favoring even more than

they already do from a personalization

in the keyword driven search results

something that they think he would buy

based on his purchase history based on

his browse history based on his

interests right the things he's

signaling to Etsy he might be interested

in they're gonna start showing him more

of that before he ever gets to the

search bar the best way to take

advantage of that again because they're

not going to tell us exactly how to do

it is to make sure that everything we

have

is related and if we can do that then we

can put ourselves ahead of the ball and

when we start to do some of the optim

optimization stuff when they

theoretically give us a score on how to

improve our stuff which may or may not

ever come out of beta we're at least

ahead of the Curve