The expansion of eCommerce stores significantly shows that more people are shopping online than before due to the impact of COVID-19. The work of retailers has become tough to survive the competition and get noticed.
Survival is possible only if you can spread out to the vast customers who prefer shopping online. And usually, advertisements are the ways that you reach the audience.
However, these advertisements require a budget. What if you don’t have the budget for ads? Thankfully, you don’t require a huge advertising budget to increase your traffic. So, here are some ways to organically generate traffic for your eCommerce store.
Setting up an online store is one thing. However, driving traffic to it organically and generating leads and conversions is an entirely different ballgame altogether. You need to effectively do search engine optimization (SEO) for your ecommerce store to drive organic traffic to it. But why should you concentrate on organic traffic?
Because people rely on search engines to find the information that they’re looking for. In fact, about 36% of people turn to search engines for information. On the other hand, only 5% of them use social media for it.
So, if you haven’t optimized your online store for organic growth, you’re likely missing out on a huge chunk of potential buyers. To help you, we’ve put together this list of powerful strategies that you can implement with ease.
What is organic Traffic?
Organic traffic is defined as the number of visitors that ground on your website as a result of unpaid search results.
It is the traffic that comes to your website when a user performs a Google search by clicking on the organic listing in the search results.
The online space is different and, arguably, more complicated. There are similarities, though.
Like a physical store, you can spend money advertising to get traffic. There is another type of traffic you can get, however – organic traffic.
Organic traffic includes everyone who clicks to your website from Google search results pages (SERPs), excluding those who click on your paid ads.
What’s the online equivalent to location, location, location?
The equivalent is getting a good position (ranking) on Google’s SERPs. The best location you can get is a ranking as close to the top of the SERPs as possible. Achieving this requires an e-commerce SEO strategy. Such services are supplied by any good digital marketingagency.
So, let’s get started with briefing out the points on how to increase organic traffic-
Why Organic Traffic Is As Important As Paid Traffic In E-Commerce
Why go after organic traffic when you can get traffic to your website through advertising and by using other digital marketing methods?
Here are six reasons why organic traffic is important for e-commerce stores.
Who does not like saving money? No one! As the owner of an e-commerce store, cutting costs might be one of your main concerns. While you may think that it is impossible to reduce expenses and drive more traffic to your website at the same time, this could not be further from the truth.
The folks at Authority.Builders assert that white hat SEO techniques like building backlinks and increasing your ranking on search engine results pages are guaranteed to help you reduce costs and attract more customers. By relying on organic traffic, you can put your capital to good use by employing it to grow your business instead of dedicating it to paid ads.
The vast majority of people who make purchases online (89 percent) use search engines to help them make a purchase decision. In other words, your potential customers use Google when researching and making a decision on the products you sell. We mention Google as it is by far the most used search engine in the world with about 92% of the search engine market.
Of course, you can reach potential customers with other methods, but there are people in your area using Google today to look for products that you sell. That organic traffic is too important to give up, so you need to use SEO to get it.
Finds New Customers
You can also find new customers when you target organic traffic. This is because organic traffic can bring people to your website that you never thought of before.
Here is an example. In a Google AdWords paid search campaign, you need to select keywords. People who do searches on Google with those keywords, or related to those keywords, may see your ads and click to your website.
If you have good content on your website and a good SEO strategy, however, you are likely to get organic traffic from keywords that you have never thought of using.
These are called longtail keywords and they can often be very lucrative. This is because purchasers often use longtail keywords the closer they get to a buying decision.
Helps You Beat Your Competition
This is another point that follows on from some of the previous ones. Put simply, if you don’t target organic traffic, it probably means your competitors rank in higher positions than you in a Google search.
This means they are getting customers that could potentially be your customers. You are not likely in the business of giving sales to your competitors. To beat them, you need an SEO strategy to improve your search ranking and get more organic traffic to your website.
Improves User Experience
Getting organic traffic to your website involves implementing an SEO strategy and SEO best practices. A positive side effect you get from doing this is an overall improvement in your website. This improvement will enhance the customer’s user experience which can, in turn, generate more sales to your e-commerce store. After all, a bad website design directly and indirectly affects your Google rankings, traffic, and sales.
Let’s use site speed as an example. Site speed is an important SEO factor and is one you should optimize to get as high a ranking on Google as possible. Taking actions to speed up your website will also improve user experience. In addition, it can even get you more sales as your customers may abandon the shopping cart process if they feel it takes too long.
Improving Your Service
Generating organic traffic hinges on SEO (search engine optimization) techniques. Such techniques include improving your website’s speed, enhancing its design, and making it mobile compatible. So, by just striving to increase your website’s organic traffic, you will be essentially enhancing your users’ overall shopping experience. This will generate more buzz around your brand and encourage your loyal clients to recommend your store to their friends and families.
As you can see, increasing organic traffic is not a short-term plan to up your sales like paid ads, but it is a long-term strategy whose benefits will reflect on your business for years to come. By improving the quality of the service you are offering, either by delivering to more areas or getting more high-end products, you can guarantee that your business will stay relevant for longer.
Because there are many e-commerce stores that offer a wide variety of products, you need to set yourself apart from the competition, and organic traffic is a simple and cost-effective way of achieving this. Since it helps you cut costs, attract more customers, and improve your services, organic traffic is much more than a neat SEO trick. By using the right keywords and polishing up your store’s interface, you can increase its traffic without breaking the bank.
Strategies for Online Store Optimization
Here are the strategies that you should be using to optimize your online store for better organic growth:
1. Optimize Keywords To grow your organic traffic,
it’s essential to not only write high-quality content using tools for content writing but you should also incorporate your target keywords into the content. Without target keywords, it can be difficult to get your content to rank on the search engine results pages (SERPs).
So, how can you go about this optimization? First, use keyword research tools such as Google Keyword Planner and SEMrush to find keywords that are relevant to your brand. Select those keywords that have a high search volume and low competition. These are the keywords that you should consider incorporating into the content of your online store. Add these keywords to your page titles, URLs, and meta descriptions.
Also, for product pages, try incorporating them into the product descriptions and product titles. A word of caution here: When you’re adding keywords to your pages, make sure that you don’t overstuff your pages with them. This can lead to penalties.
2. Create quality Content
A consistent, engaging, and high-quality content creates an impact on audience decision-making. Identify your audience and create content that your audience wants to hear. Create optimized content.
A few things to focus on when optimizing content for your online store are:
Do keyword research and understand your topic. Outline your content and format your core content to enhance readability. Aim for keywords and stick to the topic.
The content that you present before your customers or readers should be unique. It should feature your product details and spin around it.
Visitors to a webpage spend 20 seconds or even less. Make sure that you reinforce them with every minute details of your product and services for each second that is spent by them.
If you can please your customers or readers, you will automatically please search engines. This will help in converting readers into customers, and finally, your task is achieved.
While providing quality content to your audience, consider the below-given points.
3. Research Your Competitors
After you’ve started your ecommerce store, you should list your competitors. While it helps to know who they are, it’s also an important strategy that you can use to drive the organic growth of your online store. How so? You can conduct competitor research using competitor analytics tools such as SEMrush and Ahrefs to find out the strategies of your competitors. Using these tools, it’s possible to figure out the gap in keywords between your brand and theirs. This can help you find out what you need to focus on to outrank them. What’s more? You can also find out which websites they’re getting backlinks from and approach them to get links back to your ecommerce store too. This can improve your backlink profile and give a boost to your website’s authority.
4. Optimize site architecture.
Yet another important strategy that you should implement is that of optimizing your website’s architecture. A well-designed website is easy for users to navigate through. At the same time, it also helps improve your SEO. This is because it becomes easy for users and search engine crawlers to find the pages that they’re looking for.
And how can you optimize your site architecture? You should try to design your website architecture such that users will require a minimal number of clicks to get to the pages they want. For this, you can leverage website designing tools that can help you design the framework of your website well. What’s more? It’s also essential to ensure that you don’t have broken links that lead to 404 errors.
These links can weaken the website’s SEO and can also impact the user experience. A great type of architecture that you can use is flat architecture. This helps you deliver a better user experience as the users will need fewer clicks to navigate to different pages on your website from the homepage.
5. Data-driven SEO.
With the ever-increasing competition in SERPs, it has become almost impossible to rank without a solid strategy. One thing is clear; there’s no room for trial and error. And with that said, you need robust data to point your SEO towards success. Using SERP APIs is a proven way to scrape the web and get structured data to support and propel your SEO. When you know what your target audience is looking for and which backlinks are working well for your competitors, you will certainly hit home with your SEO campaigns.
6. Leverage internal links.
Internal links are important for navigation and also for your website’s structure. These are links that point from one page on your website to another. It’s essential to have a powerful internal linking strategy as they can help you pass the link juice from one page to another. But wait, there’s more…
The internal links also show the most important pages of your website to Google along with the hierarchy. When you’re creating internal links, make sure that you optimize the anchor text. Use a wide variety of relevant anchor text to ensure that your links are optimized. And the best part? You can create internal links not only from one product page to another but also to and from blog posts.
This can help you drive traffic from your blog to product pages too. However, you must ensure that you don’t overstuff your pages with internal links. Doing so can attract a penalty. Similarly, don’t overoptimize the anchor texts. Keep them natural.
7. Optimize for mobile.
If your ecommerce website isn’t optimized for mobile, you’re missing out on a huge chunk of your potential clients. This is because about 51% of all web traffic originates from mobiles now.
And that’s not all. In 2021, it’s expected that about 54% of all retail ecommerce is set to happen on mobiles. And even from an SEO perspective, you should consider making your website mobile friendly. The reason is that Google now has a mobile-first indexing system.
This means that a website that doesn’t have a responsive design won’t be able to rank well in search results. So, what can you do to optimize your website for mobiles? A great step is to make your website responsive. This would mean that it will offer a great browsing experience regardless of the size of the screen. Apart from that, you should also work on improving the website’s loading speed on mobiles.
This is because mobiles may have fluctuating networks, which can further increase the time taken for the website to load. Also, to keep up with the ecommerce technology trends, your goal should be to make the website as lightweight as possible. You can achieve this by implementing AMP (Accelerated Mobile Pages) on your website. This can help improve your page speed drastically.