It doesn’t require magic, just a few smart tweaks and a little consistency.
If you’ve poured your soul into your handmade creations, lovingly photographed every piece, and set up your online store… only to hear crickets, you’re not alone.
SEO (Search Engine Optimisation) might sound like tech wizardry, but it’s really just about making sure your work gets found by the right people online.
Whether you’re selling ceramics, custom jewellery, screen-printed tees or macramé wall hangings, here are seven ways to boost your website’s SEO and give your creations the online spotlight they deserve.
1. Get Friendly With Keywords
Think like your customer. What are they typing into Google when they’re looking for something you offer? Phrases like “handmade soy candles Australia” or “eco-friendly leather wallet gift” are gold. These are your keywords.
Use them thoughtfully in your product titles, descriptions, blog posts, and page headings. But don’t go overboard, keyword stuffing is the SEO equivalent of shouting in someone’s face. Be natural, clear, and focused.
🔥 HOT TIP: Use free tools like Ubersuggest or Google’s Keyword Planner to find relevant keywords with decent search volume and low competition.
2. Alt Text Is Not Optional
Every image on your site, especially your product shots, should have alt text. This is a short description of the image that helps search engines understand what it is, and makes your site more accessible to people using screen readers.
So instead of naming your image “IMG_0471.jpg”, use descriptive alt text like “handmade ceramic mug with speckled glaze and curved handle”. This not only improves SEO, but also ensures that your site is more inclusive, that’s a win-win.
3. Optimise Your Product Descriptions
Your product pages are where the magic (and hopefully sales) happen. Don’t just list dimensions and materials, tell a little story, highlight how the item is made, what makes it special, and how it could be used.
Naturally sprinkle in relevant keywords and be specific. Instead of “green vase”, say “tall hand-blown emerald green glass vase, perfect for dried flower arrangements”.
Think of each product description as a mini marketing pitch to both your human customer and the search engine bots.
4. Blog It Like You Mean It
A keyword-rich, well-written blog post is one of the best ways to drive traffic to your site.
Write about your process, materials, market events, or how to style your products in a home or gift setting. If you make jewellery, write a post titled “5 Handmade Jewellery Gift Ideas for Mum’s Birthday”. It’s useful, relevant, and full of the kind of phrases people search for.
Aim for consistency over perfection. One post a month is better than none.
🔥 HOT TIP: If you’re ready to really dive into SEO, our friend Tess McCabe has published a FANTASTIC e-Book titled DIY SEO: How to optimise your website to get more clients, customers, and sales. Get yours at Creative Minds HQ.
5. Speed Things Up
A slow website = a high bounce rate. If your utterly gorgeous site takes forever to load, people (and Google) won’t stick around.
Optimise your images (you don’t need billboard-size files), cut back on unnecessary plug-ins, and choose a reliable hosting platform. Google loves a fast site, and so will your customers.
🔥 HOT TIP: Use tools like PageSpeed Insights to test your site speed and get personalised improvement tips.
6. Mobile Matters More Than You Think
Most of your customers are browsing on their phones while on the sofa or in line for coffee. If your website looks like a jigsaw puzzle on mobile, it’s time for a fix.
Google prioritises mobile-friendly websites in search results, so check how your site performs on various screen sizes and make adjustments as needed. Responsive design is non-negotiable in 2025.
7. Get Linked (In a Good Way)
Internal links (linking between pages on your own website) help search engines understand your site structure and keep users exploring longer. For example, in your blog post about gift ideas, link to the actual products you’re featuring.
External links (getting other websites to link back to yours) are a bit trickier, but incredibly valuable. Collaborations, features in online magazines or blogs, and directory listings (like the Australian Makers Directory) are all excellent ways to boost your credibility and search visibility.
So, What About AI?
AI is reshaping how search engines work. Tools like Google’s Search Generative Experience (SGE) are beginning to summarise answers rather than just listing websites, meaning only the best-optimised pages make it into these summaries.
To stay competitive:
- Keep your content clear and specific : AI picks up well-structured, keyword-rich language.
- Use schema markup (especially if you sell products) : it helps search engines understand your content type.
- Focus on expertise and originality : Google’s algorithm loves genuine, helpful content created by real people.
- Embrace accessibility : alt text, proper heading structure, and readable fonts all help both users and search engines understand your content better.
You don’t need to become an expert overnight. Just take small steps regularly, and your SEO will steadily improve.
Whether you’re a seasoned seller or just setting up shop, investing in SEO is like giving your gorgeous work a megaphone. The goal isn’t to outsmart the algorithm, it’s to connect your creativity with the people looking for it.
Now go forth and optimise.
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