In this day and age, where every “eCommerce Expert” that you come across will try their darn best to sell you on the instant gratification of FaceBook and AdWords traffic, we often forget about what happens after we stop paying for these advertisements. Will your store ever be found again with it’s products and content?
The sad answer is – most likely not. Unfortunately as great as being able to pay a few bucks and start getting clicks and visitors within an hour or two of posting your advertisement, it does absolutely nothing towards helping you build up a long-term sustainable visitor base. This means that when you stop paying for traffic being sent to your site, not only will your traffic and sales drop off – but you’re left with absolutely nothing, and unfortunately, having been in this market for quite a while, we’ve seen all too many brands succumb to this mishap.
What can you do to prevent this? Build up a steady stream of inbound Organic Traffic from Google and Bing from day one. This naturally leads us to the next question, and the topic of the blog. So, let’s learn how to grow organic traffic in 3 short and simple tips that you can do today!
First and foremost, before we dive right in headfirst, it is important to understand that investing in building up an inbound stream of Organic traffic means the effort you invest into optimizing your products and content today will drive consistent, steady and nearly free traffic tomorrow, next month all the way up to receiving traffic for years to come. Put simply – paid advertising just doesn’t produce those sorts of result, so the approach to building this sort of inbound stream is fundamentally different. So, are you ready to roll up those sleeves and put in the work to see your store prosper for years to come? Here’s what you have to do:
How To Grow Organic Traffic:
1. Create well written, helpful content.
What is “good content” exactly? In the same manner that this post is guiding you to further growing your business by leveraging organic visitors on Google and Bing – you will also need to write content with a purpose, a story and a journey that the reader will make. If you follow our blog, or any other market-experts out there – you will hear the phrase “Content is king!” And king it is indeed. Don’t worry, you do not need to be a literature expert or even remotely well-versed, in fact follow the standard rule of “keep it simple.” The key concepts of good content are:
- It’s easy to read and easy to understand.
- The content is genuinely informative.
- Follows a clear concise “journey.”
While following these guidelines don’t necessarily guarantee that your content will rank on the first page each time even when properly optimized for a given query set – they do guarantee that your content will make a difference to the user reading it and as such is likely to convert well.
These days, search engines are just as good and sometimes better than people at telling crappy, fibbed or even machine-created content apart from real, helpful content. So be sure to give it your all before hitting that “Post button.”
2. Build big with small stones.
Of course, if you sell baby clothes or raspberry jam, you probably want to rank for just that. Why do we wan to rank for these keywords? Generally these keywords have very large volume, they also directly relate to the product that we are selling. Lot’s of traffic, directly relevant to our product – good right?
Not quite, unfortunately these keywords are incredibly broad and are often overly saturated with competition at all levels and finding a small perch on the 100 spot ladder of being “ranked” for a keyword is basically next to impossible when we’re thinking of how to grow organic traffic.
So, what if I told you that there is a way better easier and higher converting strategy when it comes to how to grow organic traffic? Interested? Let’s first take a look at how high volume and broad play along. Let’s go back to the example of us selling baby clothes, let’s say that we specifically only sell pink, blue or yellow baby clothes in a specific size, or made with a specific material. Now, let’s imagine someone browsing the web, searching for baby clothes, and let’s say that your site ranks well – on the first page, cool right, we’ve got a sale!
Well, not quite, the person searching for baby clothes may be looking for red baby clothes, or black baby clothes, or ones that are not in your size range, or ones that they need shipped to a country you do not service. What’s in common among all of these searches? None of them are ones that are relevant to your business. So in reality, even though there are many people searching, you will first only be seen by a portion of the search traffic depending on your positioning on the first page of search results, then you will only get a portion of those people to click as they are interested in buying baby clothes while others may be interested in information rather than making a purchase. And on top of that, only a portion of those visitors will stay, a smaller portion will browse and and even smaller portion will convert depending on their preferences, needs, desire, urgency of purchase and other relevant criteria.
It’s hard to get everything right, so how do we get around this mess? Well, let’s try looking up “pink baby clothes” in a keyword research tool for a change, this would still be considered a broad keyword, so lets think about something else that differentiates your product offering from your competition in the broad pool of search terms.
We have to narrow these terms down further – in example, lets say that among your pink baby clothes, you have pink ribbed baby bibs. See the keyword candidate? “Pink Ribbed Baby Bibs” is suddenly on our list, but wait Nik – it barely has any searches compared to the earlier keywords! That’s okay, think about it this way – firstly there are far fewer people wanting to “learn about” pink ribbed baby bibs than there are people searching for one to buy, this means that on average your conversion rate on visitors from this keyword will be substantially higher in comparison to the conversion rate of traffic arriving from a broad keyword.
So, in the end while you may only be getting a portion of the traffic – you are getting traffic that is way more meaningful, and this is key if you’re wondering how to grow organic traffic.
3. Play nice with search engines.
Often when the question of how to grow organic traffic comes up, we often start browsing and end up coming across a million and one different “hacks.” Do they work? Or rather, did they work? While some of these hacks come from some of the most creative minds in the field, search engines have gotten very good and very timely at patching anything that they deem to be exploitable or unfair in respect to the ever growing community of webmasters. Unfortunately, most of these “hacks” and “shortcuts” are not only in-effective, but are often grounds for webmasters receiving penalties on their domains from search engines like Google and Bing. So how can you tell whether a given strategy is potentially harmful to your site or if it’s completely A-OK? The general answer is hours and hours of research in an attempt to decipher and understand Google’s general policies and how they relate to your case. The easy answer is to consult with the people who already know them by heart, tried and true eCommerce Growth Consultants like us. But to save you a bit of time and headache, here is a bullet-point list of some of the general guidelines to maintaining a healthy website in-line with Google’s policies:
- Do not pay for links or use software to create “quick and easy” backlinks to your store.
- Do not use keywords out of context as anchor text.
- Do not steal or attempt to re-write content that already exists on the web.
So is that all there is to it when it comes to the question of how to grow organic traffic? Well, ofcourse this is only the tip of the iceberg when it comes to keeping your site clean and optimized, but if you follow these three simple steps – you will be on your way to building an amazing stream of long-term inbound traffic that will convert time and time again, helping you grow your eCommerce store and set new sky-high sales records.