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Yes short phrases, and I'll also advise that improving your SEO/tags/titles is really a work in progress, so don't be like me and try to learn it all in a day and then get frustrated. You'll continue to learn little bits in the upcoming months, and then just make edits when you can to improve your shop.
Dragonsmood --- yes --- what Tory said. For instance, if the buyer wanted a fairy magnet, they would be more likely to search with the words "fairy magnet" than with "fairy" or "magnet", since "fairy magnet" states what the item is and describes it. If the buyer just used the word "fairy" to search with, they would get results for every kind of fairy that is listed on Etsy where the word "fairy" is mentioned in the title and tags. Not all of those fairy results (if any of them) would be relevant to a magnet. Likewise, if the buyer just searched with the word "magnet", they would get every kind of magnet on Etsy, and not all of those results (if any of them) would be relevant to a fairy magnet. Therefore, the buyer would be more likely to search with the words "fairy magnet" in order to get results that are more relevant to a fairy magnet.
I am a new seller here and i really have done liitle work on my shop(s) and I think the few sales I have made have been purely out of 'luck' but I have been spending a bit of time in the forums just reading people's posts to soak in/favorite(posts) as much as I can to then work on my shops..As a new seller, you can not imagine How helpful I find many of the posts here. Thanks Everyone. I hope by the time I decided to work on them(shops) the things i have learnt will not by then be irrelevant