SEO for Makers: Tips for Getting Seen Online

Running a creative business isn’t just about making beautiful products. It’s also about helping people find them. That’s where SEO (search engine optimisation) comes in.

SEO might sound technical, but it’s really about making sure your handmade products show up when someone searches for them online. You don’t need to be a tech expert—you just need a few simple steps and a bit of consistency.

Think Like Your Customer

Start by asking yourself: What would someone type into Google to find my product?

If you make candles, your customer probably won’t search “artisan wax creations”—they’ll type “handmade soy candle UK” or “lavender candle Yorkshire”.

Write down 5–10 phrases people might use. These are your keywords.

Focus on Specific Phrases (Long-Tail Keywords)

The more specific the search, the easier it is for you to be discovered. Instead of “jewellery”, try “handmade silver necklace with crystals”.

These longer searches might get fewer hits, but the people typing them are ready to buy.

Match the Search with the Right Content

Google wants to give people what they’re looking for. If someone searches:

• “How to care for a crochet blanket” → write a step-by-step guide.
• “Best handmade gifts for teachers” → create a product round-up blog.

Check what already shows up in search results for your chosen phrase and shape your content in a similar way.

Make Your Blog Posts Easy to Read

Break up your text so it’s not overwhelming:

• Use headings (like the ones in this article).
• Keep paragraphs short.
• Add bullet points and lists.
• Use simple language.

The easier it is to read, the more likely people will stick around—and Google notices that.

Add Images and Descriptions

Photos are key when you’re a maker. But don’t just upload them—tell Google what they are.

Add alt text to each image, like: “Handmade ceramic mug with floral design, made in Castleford”. This helps people using screen readers, and it also helps your SEO.

Link to Other Pages on Your Site

Think of your website like a spider’s web. The more links between your pages, the stronger it becomes.

Examples:

• Writing about self-care? Link to your bath bomb products.
• Mentioning candles in a blog? Link to your candle category.

This keeps people browsing and shows Google your site has depth.

Use Related Keywords Naturally

Google is smart enough to know when words are connected. So mix in related phrases.

If your main keyword is “handmade soy candle”:

• Add “eco-friendly candles”, “natural wax candle”, or “artisan candle gift” into your writing.

It makes your content feel natural while giving Google more clues about your page.

Optimise Your Titles and Descriptions

Every blog post and product page needs:

• A title with your keyword (under 60 characters).
• A meta description (under 160 characters) that tells people why they should click.

Example:

• Title: “Handmade Soy Candles – Relaxing Scents Made in Yorkshire”
• Description: “Discover eco-friendly soy candles handmade in Castleford. Perfect for gifts, relaxation, and cosy nights in.”

Provide Value

The best SEO isn’t about ticking boxes - it’s about being genuinely useful.

Ask yourself:

• What tips could I share from my own making process?
• What problems do my customers face that I can solve?
• What makes my products different?

By giving real value, you’ll keep people coming back.

Quick Checklist for Makers

• Write down 5–10 keyword phrases.
• Create content that answers real questions.
• Keep posts simple, clear, and friendly.
• Add images with alt text.
• Link to other pages on your site.
• Mix in related phrases.
• Write strong titles and meta descriptions.
• Focus on being helpful, not just being found.

Every Little Helps...

SEO doesn’t need to be scary. Think of it as a way of telling the story of your products so the right people can find them. Start small—pick one product or one blog post to optimise this week.

Every little step makes a difference. And the more consistent you are, the more your business will grow online.