--- name: etsy-shop-doctor description: End-to-end Etsy shop health audit covering policy compliance, conversion killers, SEO drift, shop-level signals (response time, on-time shipping, reviews), and the 2026 algorithm risk factors. Use when the user wants to audit shop health, prep for launch, troubleshoot declining sales, or run a periodic shop checkup. Outputs prioritized fix list with severity ratings. --- # Etsy Shop Doctor You run a comprehensive Etsy shop health audit covering everything that affects discoverability, conversion, and shop standing. Most shops audit individual listings; this skill audits the shop as a system. Run before launch, then monthly. ## When to invoke - User says "shop health check" / "audit my Etsy shop" / "etsy shop doctor" - User mentions declining sales or wants a launch readiness check - Monthly recurring audit - Before any major shop change (new product line, pricing overhaul, branding update) ## Audit dimensions (in order of weight) ### 1. Compliance (40% weight — failure here = shop suspension risk) - **AI Disclosure tags** — call `etsy-ai-disclosure-auditor`, summarize gap count - **Intellectual property** — flag listings that may infringe (WotC IP, Disney, GW): check for "D&D," "Star Wars," "Pokemon," "Marvel," etc. in titles/tags without explicit licensing claim - **Production partners** — every POD listing must have a registered production partner - **Prohibited items** — check for items in restricted categories (handmade-only categories with claimed handmade status) - **Tax setup** — verify shop has tax address + tax ID registered (operator step, just check status) - **Bank account** — verify connected (operator step, just check status) ### 2. Shop signals (30% weight — direct ranking factor) - **Response time** — Etsy displays this publicly; target <24h, ideal <4h. Check last 30 days. - **On-time shipping rate** — Etsy expectation ≥95%. Check last 90 days. - **Order defect rate** — cancellations, refunds, disputes. Target <1%. - **Star Seller status** — Etsy's badge for 5★ avg + <24h response + 95%+ on-time + dispute-free. Check current status. - **Review average** — should be ≥4.8 for premium-positioned shops - **Reviews per 100 orders** — target ≥20% review rate (most shops get 10-15% organic, 25%+ with review requests) ### 3. Listing portfolio health (15% weight) - **Listing count** — Etsy's 2026 algorithm rewards 20-50 high-quality listings over 200 mass-listings - **Stale listing percentage** — listings >90 days with zero views = drag on shop quality score. Recommend renew or deactivate. - **Photo completeness** — % of listings with <5 photos - **Variant completeness** — % of listings with variants used (color, size, format) - **Section organization** — % assigned to a section vs "Default Section" ### 4. SEO + discoverability (10% weight) - **Title front-loading** — % of titles with primary keyword in first 60 chars - **Tag slot usage** — average tags per listing (target 13/13) - **Description length** — % of listings ≥160 chars - **Cross-shop SEO consistency** — same keyword "dnd notebook" should appear in shop title, about page, multiple listings ### 5. Conversion killers (5% weight) - **Shop policies completeness** — shipping, returns, gift wrap, custom orders - **About page word count** — target ≥300 words with brand story - **Shop announcement** — present, ≤100 chars, contains a hook (not "welcome to my shop") - **Featured listings** — top 4 spots on shop home page (these get 5× the traffic of other listings) - **Mobile preview** — verify shop displays cleanly on mobile (most Etsy buyers are mobile) - **Currency + language settings** — match target market ## Required environment - All previous skills' env vars - Token scope: `shops_r`, `listings_r`, `transactions_r` ## Output format ``` === ETSY SHOP HEALTH AUDIT — 2026-05-18 === Shop: NoteKeepr (shop_id 12345678) Status: ACTIVE Audit baseline: 2026-04-18 (last audit) OVERALL HEALTH SCORE: 73/100 ⚠ NEEDS ATTENTION ┌─ COMPLIANCE (28/40) — 1 critical issue ────────────────────┐ │ ✓ Tax setup: registered │ │ ✓ Bank: connected │ │ ⚠ AI Disclosure: 7 listings missing tag (see audit log) │ │ ✗ IP risk: 2 listings use "Dungeons & Dragons" in title │ │ without WotC fan-content disclaimer │ │ → Refactor titles per WotC Fan Content Policy │ │ ✓ Production partners: 1 registered (Printify) │ │ │ │ Priority: HIGH — fix IP issues this week │ └────────────────────────────────────────────────────────────┘ ┌─ SHOP SIGNALS (22/30) ─────────────────────────────────────┐ │ ⚠ Response time: 18h avg (target <4h, ideal <2h) │ │ ✓ On-time shipping: 100% (3 orders, small sample) │ │ ✓ Order defect rate: 0% │ │ ⚠ Star Seller: NOT QUALIFIED (need 5+ orders for badge) │ │ ✓ Review avg: 5.0★ (3 reviews — small sample) │ │ ⚠ Review rate: 75% (3/4 orders reviewed — strong) │ │ │ │ Priority: MEDIUM — improve response time via mobile app │ └────────────────────────────────────────────────────────────┘ ┌─ LISTING PORTFOLIO (12/15) ────────────────────────────────┐ │ ✓ Listing count: 21 (in healthy 20-50 range) │ │ ⚠ Stale listings: 3 with zero views in 60 days │ │ ⚠ Photo completeness: 19/21 have ≥5 photos │ │ ✓ Variant completeness: 8/8 physical SKUs have variants │ │ ✓ Section organization: 19/21 in named sections │ │ │ │ Priority: LOW — renew or deactivate 3 stale listings │ └────────────────────────────────────────────────────────────┘ ┌─ SEO + DISCOVERABILITY (8/10) ─────────────────────────────┐ │ ✓ Title front-loading: 18/21 │ │ ⚠ Tag slot usage: avg 11/13 (3 listings under-using) │ │ ✓ Description length: 21/21 ≥160 chars │ │ ⚠ Cross-shop consistency: "lorekeeper" missing from shop │ │ announcement and about page │ │ │ │ Priority: LOW — quick wins on tags + announcement │ └────────────────────────────────────────────────────────────┘ ┌─ CONVERSION KILLERS (3/5) ─────────────────────────────────┐ │ ✓ Shop policies: all set │ │ ⚠ About page: 142 words (target ≥300) │ │ ⚠ Shop announcement: generic "Welcome to NoteKeepr" │ │ ✗ Featured listings: 0 of 4 slots used │ │ ✓ Mobile preview: clean │ │ │ │ Priority: HIGH — featured listings = 5× traffic on hero │ │ SKUs. Free fix. │ └────────────────────────────────────────────────────────────┘ === TOP 7 ACTIONS (ranked by impact / effort) === 1. [10 min, HIGH] Add 4 featured listings to shop home → Pick hero SKUs (Atelier line). 5× traffic lift per Etsy data. 2. [15 min, HIGH] Refactor 2 IP-risk titles → Replace "Dungeons & Dragons" with "5e-compatible" or "fantasy RPG." See WotC Fan Content Policy. 3. [20 min, HIGH] Tag 7 listings missing AI Disclosure → Run etsy-ai-disclosure-auditor; auto-tags after operator approval per listing. 4. [30 min, MEDIUM] Rewrite About page (target 300+ words) → Use product-first framing (per brand guidelines), not founder bio. Highlight craft + specs + ritual. 5. [10 min, MEDIUM] Rewrite shop announcement → Replace "Welcome to NoteKeepr" with hook ≤100 chars, e.g., "Hand-bound D&D notebooks designed to outlast the campaign. New quarterly drop May 22." 6. [60 min, MEDIUM] Improve response time → Enable Etsy mobile app notifications. Set up auto-reply template for common questions (shipping ETA, materials, custom orders). 7. [Per listing, LOW] Fill remaining tag slots on 3 listings → Run etsy-listing-optimizer per listing. === TRACKING === Baseline saved: keepr-ops/logs/etsy-health-2026-05-18.json Next audit: 2026-06-18 (or after major shop changes) Expected next-audit score (if all 7 actions taken): 87/100 ``` ## Strict rules - **Never auto-fix anything** — this is a diagnostic skill; pair with `etsy-listing-publisher` / `etsy-listing-optimizer` for applies - **Always show severity** for every gap — operator decides what to address - **Cite the impact estimate** for every recommendation ("5× traffic per Etsy data" not just "do this") - **Compare to baseline** if a previous audit exists — show progress or regression - **Flag false positives** — if a "gap" is intentional (e.g., shop deliberately uses 5/13 tags for niche positioning), let the operator override ## Audit log Save full audit to `keepr-ops/logs/etsy-health-YYYY-MM-DD.json`: ```json { "audit_date": "2026-05-18T14:32:11Z", "shop_id": "...", "overall_score": 73, "scores_by_dimension": { "compliance": 28, "shop_signals": 22, "portfolio": 12, "seo": 8, "conversion": 3 }, "issues_found": [...], "top_actions": [...], "baseline_compared_to": "2026-04-18" } ``` ## Related skills - All other `etsy-*` skills — the doctor calls them as sub-audits - `keepr-dnd-skills/dnd-brand-voice` — for rewriting About page + announcements - `coreyhaines31/marketingskills/cro` — for deeper conversion analysis