What is Organic Traffic?
Organic traffic refers to the visitors who land on your website, as a result of unpaid search results from search engines, such as Google or Bing. These are often referred to as earned traffic which are presented with a set of results that includes both the pages ranking on the top positions organically.
Organic traffic is driven by SEO, the better you rank for competitive keywords, the higher would be your ranking in your search engine results. Websites that consistently create rich quality content for search, likely to get a steady increase in its organic search traffic and improved ranking in search results.
Organic traffic is important because it is targeted. Users visiting your website from a search engine’s organic results have a very specific intent and if you can provide them with a solution or answer to their question, they are more likely to convert.
For eCommerce businesses to scale, driving shoppers organically to your store is the most effective way of success. When crafting your marketing strategy to drive online traffic to your eCommerce website, think about your brand and check out these pointers.
- Define your brand’s organic traffic strategy and SEO Goals.
- Identify your target audience and competitors.
- Assess your site’s current health and performance.
- Research your competitor’s backlinks for inspiration.
- Create an on-site content and SEO strategy.
- Increase and improve your website’s existing content.
- Create kind of content resonates with your target audience.
- Post on social media platforms are your target consumer most engaged with.
- Emphasize on keywords that are most relevant to your website and potential customer.
1. Create and Optimise for Target Personas
Create your target personas, and get granular with their details prioritizing their behaviour (Needs, Traits, Issues, Hobbies, Goals and barriers). Consider issues of your target personas keywords they use in search queries, their social engagement pattern, consumption pattern. Tailor the content that resonates with your ideal buyers, one of the effective ways to organically improve your SEO.
Engage your readers by focusing on their specific needs. If you can convince your buyer personas, you’ll automatically convince the search engines.
2. Create Quality Content Consistently
Tailor content that resonates with the potential customers and audience. Make the benefits and applications of your product absolutely clear. Tell the custom audience why they should care and the value of using the product.
Set up a content calendar and test with a good mix of different content types . You can try and test with (Thought leadership articles, blog posts, Emails, ebooks, CaseStudies, White Papers, Images, GIFS, Infographics, Contests, Quizzes, Live Videos and Special Discount Offers) to check which type of content works best for your audience. These tactics create more opportunities for organic traffic to come your way.
Prioritise publishing 1-2 posts on social media channels on hot trendy topics. Write articles and blog posts highlighting applications and strategies of your product once in a week. These tactics create more opportunities for organic traffic to come your way.
While launching your online store, networking can create a cumulative effect, expanding your brand awareness to new heights. It is one of the most cost effective to drive traffic to your site.
You can create a Facebook business page and spread the news with your Facebook connections (Friends and family) by sending them invitations to like your page and product. You can also spread the information via word of mouth on social media platforms like (like LinkedIn) by sending emails to them. Spreading the word directly to your connections adds an element of personalization and gives you the opportunity to speak about your brand. Share information about your online store with your connections that can generate online traffic.
This could be providing details like website’s domain name, background of the company’s mission and vision, social media accounts, Company’s hashtags to share on social media and a catalog highlighting your products.
4. Channelize Social Media Marketing
In order to drive traffic organically to websites eCommerce stores need to create powerful strategies to market their product. Due to increased use of smartphones and people’s engagement with social media in today’s era, this platform is best suited for sharel your brand’s story and creating awareness.
Popular social media platforms include: Instagram, LinkedIn, Facebook, Pinterest, Youtube and Twitter. Depending on your business goals (Brand Awareness, Generate Leads, Sell Product) choose two or three channels and post high-quality, engaging content consistently rather than spreading over channels and posting low-quality content.
Focusing on a couple of networks allows time to interact and engage in conversations, which ultimately leads to site visits, more conversions and customers.
While publishing your content, add sharing widgets to your published content on your website to make it easy for people to share your content on social media platforms. It’s easy to use and one of the cost effective options to drive traffic organically.
5. Blog consistently
Blogging is the most effective way to increase organic site traffic of eCommerce stores. Create an effective blogging strategy and understand your target audience, type of solutions they believe in and their goals, solutions they use to achieve these goals. Now based on their goals research on blog topic ideas and keywords.
Focus on thought leadership articles, product updates and blogs that drive organic traffic if it resonates user needs and distribute your content. If a blogging strategy is focused on products or services alone will fail to connect with searchers.
Adding quality links to quality posts, helps in driving traffic. The effective use of keywords forms the basis of any high-ranking site. Ensure your blog is built with long tail keywords that are highly relevant to your business. Use keywords to craft powerful headlines that excites your target audience. Use tools such as Google Keyword Planner or KeywordTool.io to find highly searched, relevant keywords. Use tools such as HubSpot’s Blog Topic Generator to generate five blog topic ideas to drive traffic
While publishing your post make an effort to comment on sites and posts that are relevant to your readers. This is one of the effective forms of blog marketing. You can get new visitors from comments that you wrote long ago. However, the comments should be appropriate, useful and link to a relevant page on your site.
6. Use Long-Tail Keywords
Long-tail keywords are phrases that are more specific and longer than more commonly searched for keywords. Long-tail keywords usually have a higher conversion value, as they are more specific.
If the landing page is focused on a blog topic, search engines discover keywords around particular areas like topic, title tag, headlines, alt attributes of images, and throughout the text. SEOs helps pages to rank by placing keywords in these areas. Keywords are the most basic form of on-page optimization.
Using long keywords that are more specific to your product or service is the most effective SEO strategy for eCommerce brands. Long tail keywords generate 70% of web searches. Long-tail keywords with and without on-page optimization are impacted more than single word head terms. They provide context to your content. Long-tail keywords help you rank for Head keywords. Long-tail keywords fuel your blog strategy. And blogging is the most effective way to rank in SERPs.
To implement it in a correct way, long-tail keywords should be used in the correct contexture within the title tag, body text and URL. To increase visibility, using the focus keyword in alt images and headers goes a long way to optimizing your site for SEO.
7. Use Internal Links and Encourage Backlinks
Crawlers need links to crawl from one page to another page and from one site to another site. If they are few links some pages may become uncrawlable. Adding internal links boosts organic traffic by positioning your site higher in SERPS. After creating content around topics associated with your product and service you can link to it in blogs on your website, guiding visitors to more relevant content. This can keep visitors on your website for longer, which helps boost your search rankings. Internal linking is beneficial for three reasons, strengthening three parts of your funnel.
- Awareness: Helps in increasing awareness of your brand, by helping the website rank in search engines.(Search Optimization)
- Consideration : Guides visitors to high value high converting pages
- Action : Prompt users to take action
However, with too many unauthoritative internal links; the content starts to look like spam. Google prioritises sites that have many good quality incoming links, especially from other trustworthy authoritative sites. Encourage customers, friends, family members, users, partners, suppliers, industry experts and guest bloggers to link to your site.
The more incoming links you have, the higher your site will rank because, the more authoritative it becomes in the eyes of search engines. However spammy links from low reputed sites can damage your SEO.
7. Optimize Metadata for Search Engines
Optimizing your website for search engines can be a complicated task but its the most effective way to drive traffic to your website organically. Some basic ways that you can optimize your website include updating the links and site text and using high quality keywords. Another key component to optimizing your website is metadata. There are some strategies creating a SEO friendly website.
Metadata is an essential ingredient of websites. To optimize your metadata for search engines, focus on your website’s most important factors like title tag, URL and meta descriptions.
a. Title Tags and SEO: The most important ingredient of metadata is the title tag, as they drive traffic from websites if used properly. Title tags usually appear at the top of a website’s page. When someone enters a keyword into a search bar, search engines use title tags to find matching results. Choose a title that captures the content of your page clearly and concisely, by focusing one or two keywords that you would like search engines to associate with your page. Title tags should be less than 60 characters, and should include the name of the company or domain associated with it to encourage search engines and users to engage with your website.
b. Meta Descriptions: The meta description is another important ingredient for optimizing a website. Like title tags, this description is not visible to users on a site. However, the description appears on search engines underneath the title tag, and provides users a short description of a website’s page. A meta description provides additional information to a person searching for a specific website page. Meta description should be 155 to 160 characters. To attract visitors to your website and drive more clicks, your meta description should be descriptive and engaging and should have keywords that will appear in the search results. You can use many tools, like HubSpot’s SEO tools and Ahrefs, to optimise your pages.
8. Drive influencers marketing strategy
Users trust recommendations from a third party more than a brand. Influencer marketing is a type of social media marketing that utilizes product mentions and endorsements from subject experts within their niche. Start building relationships with influencers by providing value to them. If done right, they can drive more qualified traffic to you via links and increase your SEO value tremendously. For example: if you own a restaurant and you want to promote your new menu, you should be looking for influencers who regularly post about recipes, dining out experiences and the food they eat.
a. Choose the social network you want to focus on (Youtube, Instagram, Twitter). Before creating strategies for your brand growth, your brand should have its presence on that particular network. For example : Beauty and fashion brands experience a boom on Instagram and YouTube. AI and eCommerce shine on Twitter and Facebook.
b. Decide the type of influencers you’re interested in for your brand expansion. Categories could be experts, thought leaders, subject matter experts with massive following or micro influencers with less than 2000 followers. Micro influencers tend to be focused on a few topics and accept products. Some micro influencers work independently while others may be represented by an agency or network. Keep in mind below these factors:
c. Research on the influencer if he/she already posts about things related to your product or service. Keep a track of their work portfolio and do get if they have worked with similar brands before? Check out if they are genuine and legit while scrolling through their feeds, account and clicking through their posts. A poor engagement ratio to follower count and spam-like comments are signs of a fraudulent account.
d. Check out if they are genuine while scrolling through their feeds, account and clicking through their posts. A poor engagement ratio to follower count and spam-like comments are signs of a fraudulent account.
You can use Twitter analytics tools to identify potential influencers that can collaborate with your business. This is an effective strategy, to drive more qualified traffic to you via links and increase your SEO value tremendously. For example: if you own a restaurant and you want to promote your new menu, you should be looking for influencers who regularly post about recipes, dining out experiences and the food they eat.
Start building relationships with other brands related to your product and service. Engage with them comments and links to others brands blogs and pages. You should not limit your marketing efforts to your own page. Like other pages, it is a great way to build a network in your niche. Interact with another page’s post, the engagement will appear in other news feeds which are connected. This can increase page’s engagement and can reach more prospective customers.
9. Leveraging email marketing approach
Email marketing is that it’s cost effective and affordable ways to reach the largest number of customers. Since email marketing allows businesses to target specific audiences with their strategic content and messaging, it improves chances of bringing qualified leads who are likely to be interested in their products or services. Another way to drive traffic to your store is by building your email newsletter list and leveraging email marketing campaigns to communicate to your customers.
Here are some ideas of content to include in your email marketing and e-newsletters.
a. Segment your email contact list into different groups based on similar characteristics.(geography, customer Personas and Company Information, Interests, buying frequency, past purchases, or engagement levels). Segmentation strategy provides more relevant content to your subscribers and resulting in more website traffic
b. Send them an introductory email to introduce the value of your brand, your offerings and guide it through to the CTA, which invites them to take the next action.
c. Send a welcome email as soon as a customer makes a purchase.
d. Send regular newsletters to alert subscribers of new promo codes, discount coupons, and update company news regularly
d. Share relevant content to help customers get the most out of their recently purchased items.
e. Host Giveaways campaigns to promote self-gifting during holidays.
f. Update company news regularly and thank your valuable customers. Send a personal note expressing your appreciation for their business.
g. Regularly ask for feedback. If someone visits your site but there is no transaction, ask about their experience and how you can improve it.
h. Follow up on previous emails and update them regularly about upcoming offers.
Messages that are personalized, and optimized for multiple devices And when you understand what works, find ways to automate it through triggered emails. If you implement these new changes into your email marketing strategy your customers will be more responsive, your campaign performance will improve and your business will continue to grow.
10. Measure and optimise site architecture
Analyzing traffic data is a great way to measure the temperature and performance of the website and drive marketing strategies. Use Google Analytics, to track visitors, sessions, users, page views, conversion events, time on page, bounce rates, and more. You can fine tune with your content by tracking the visitors and keywords used by them. It can set up reports to identify problems or opportunities in real-time.
The Audience section provides information about the website traffic and provides specific stats related to their age, gender, interests, devices, and location. Google Analytics helps you to keep a track of all the content that receives views and shares. It is free and provides you with important numbers, and statistics that you need to maximize website’s ons.
Periodic optimization of site architecture, by accessing its current health and performance can boost traffic at an alarming rate. Use Moz for fixing any technical issues related to site architecture with site crawler. Keyword ranking feature tracks keyword ranking for websites and for competitor sites, comparing mobile vs. desktop rankings. Link Research feature helps to attract quality authoritative links opportunities on the web. Content Optimization tool audits on page SEO and provides recommendations to boost rankings and drive measurable results. Periodic optimization of site architecture, by accessing its current health and performance can boost traffic.
Experimenting with these ten strategies will help you nourish growth and stable traffic. However each different eCommerce vertical, and online stores within that vertical, has to find their own approach and marketing strategies for driving visitors to their site. Constant optimization of site architecture, Continuous improvement and iteration of content by adding high value links, keyword optimization and leveraging networking partnerships can improve your organic traffic.