Let's look at Redbubble's artwork uploader.
You can input a title, tags, and a description. Tags are what we are concerned with today.
The Golden Keyword
From hereon, I'm going to refer to the very first tag you have in the tags box as the 'golden keyword'.
In my example, it's the word 'budgie'. Now, let's look at the published page for this artwork - specifically, the bottom of the page, that shows all the tags you've used.
See how the golden keyword is the first one that appears in each section?
And oh? In the Other Products section, the golden keyword is used at the start of every clickable tag.
The reason for this is obvious. If someone likes a budgie mask, they're likely to enjoy other budgie-themed products like shirts.
Now, what is the impact of this? Say that a potential customer clicks on that 'budgie t-shirts' tag...
3,014 results...and not one of them will be mine, because I don't have this budgie design uploaded on a t-shirt, or any other product. I only have it enabled on masks.
Long story short... if someone clicks any of those tag links, they're no longer looking at my art, and I probably lose a sale.
The most obvious solution would be to put this artwork on as many other products as possible. But that's not always possible. In this example, the artwork is just a beak. It ain't gonna look good on a shirt or a backpack. People won't wanna buy it, so it'd be a waste of my time to do that.
So, what else can I do?
The 'Tag Yourself' Strategy
How about if I change my current golden keyword to something else? Something fresh, unique, sexy...
Using your username as a product tag can be an effective strategy. (Assuming its unique enough that nobody else is using it as a tag).
Let's go to the published page's tags...
With 'jessicaamber' being the new golden keyword, it's the one used in the 'Other Products' section.
What happens if I click 'jessicaamber t-shirts'?
You guessed it - only my products will appear (assuming no-one else is crazy enough to use my username in their tags...), meaning that all the customer's attention stays on me, myself and I.
Exceptions To The Rule
There are some cases where there is a better option than your username for the golden keyword. And that is when you have a keyword that is uniquely yours in another way. Let's use another design as an example.
This design is called "Thanks, It's the Depression". Below are the tags I used:
I've used 'thanks its the depression' as the golden keyword. It's pretty unique, right? I chose this phrase for an artwork in part because there was almost no art using that phrase on Redbubble.
Let's see what happens when I click on 'thanks its the depression stickers'.
Only four results come up, and two of them are mine! This is the case across all categories. I'm basically the queen of this particular tag.
Find a unique tag that you can totally own with your awesome artwork.
By carefully considering what tag you use as your 'golden keyword', you can more specifically dictate your customer's experience on Redbubble, gently nudging them towards your desired outcome - keeping them looking at YOUR art until they can't help but buy heaps of it!
If you have any questions about how to use this strategy, please leave a comment!
Peace, love and effective tags,