One of the secrets to retail success in the physical world is location, location, location. In other words, if you open your store in the right location, people will visit, and you will make sales. Sure, you can open a store anywhere and then spend lots of money advertising. Getting the right location, however, gives you a head start.
The online space is distinct and, perhaps, more intricate. Nonetheless, there are resemblances.
Similar to a brick-and-mortar store, you have the option to invest money in advertising to attract visitors. However, there exists another form of visitor influx known as organic traffic.
Organic traffic encompasses all individuals who visit your website by clicking on links from Google search results pages (SERPs), with the exception of those who click on your paid advertisements.
What is the online equivalent of the phrase “location, location, location”?
Obtaining a favorable position on Google’s SERPs is essentially the same as achieving a high ranking. The most desirable placement on the SERPs is as close to the top as feasible. To accomplish this, a well-devised e-commerce SEO strategy is essential. Any reputable digital marketing agency can provide such services.
Why Organic Traffic Is As Important As Paid Traffic In E-Commerce
Why choose to pursue organic traffic when you have the option to drive traffic to your website through advertising and employing other digital marketing techniques?
Increases Sales
The majority of individuals who engage in online shopping (89 percent) rely on search engines to assist them in making purchasing decisions. In simpler terms, potential customers resort to Google when conducting research and finalizing their choices regarding the products you offer. The reason we specify Google is due to its overwhelming popularity, commanding approximately 92% of the search engine market.
Although there are other ways to reach potential customers, it is crucial to acknowledge the fact that people in your vicinity are currently utilizing Google to search for the products you offer. It is imperative to retain that invaluable organic traffic, thus necessitating the utilization of SEO.
Finds New Customers
By targeting organic traffic, you have the opportunity to discover new customers who may have never crossed your mind, as it can direct individuals to your website.
When participating in a Google AdWords paid search campaign, it is necessary to choose appropriate keywords. Your ads will be visible to individuals who conduct searches on Google using those selected keywords or keywords directly associated with them, potentially leading to clicks on your website.
If your website has good content and an effective SEO strategy, it is possible to receive organic traffic from keywords that were not previously considered.
Longtail keywords are profitable as buyers tend to use them more frequently as they approach a purchasing decision.
Cost-Effectiveness
Visitors who find your website through search engine results without any paid advertising are referred to as organic traffic. Unlike paid advertising, organic traffic does not necessitate direct payment for each click or impression. It offers a cost-effective approach to attracting potential customers without the constant need to spend money on ads.
Long-Term Sustainability
Organic traffic is a strategic approach that aims to improve the visibility of your website in search engine rankings. By obtaining higher rankings for relevant keywords, you can attract a steady stream of targeted traffic over a long period. This sustainability makes organic traffic particularly valuable for e-commerce businesses, as it is not dependent on short-term campaigns or budget constraints.
Higher Conversion Potential
Organic traffic refers to visitors who actively search for products or information related to your e-commerce business. They possess a genuine interest and intention to purchase, resulting in higher conversion rates in comparison to other sources of traffic. By attracting qualified leads who are actively seeking what you offer, organic traffic enhances the probability of generating sales.
Brand Visibility and Trust
The visibility and brand awareness of your e-commerce website are improved by appearing in search engine results for relevant keywords. When your website consistently appears among the top search results, it creates trust and credibility for potential customers. Over time, organic traffic enhances your brand’s reputation as users perceive top-ranking websites to be trustworthy and reliable.
Long-Tail Keyword Opportunities
Organic traffic frequently consists of individuals who find your website by using specific and detailed search queries, known as long-tail keywords. While these keywords may not have high search volumes like broader terms, they generally yield higher conversion rates due to their specificity. E-commerce websites can employ long-tail keywords to focus on niche audiences and attract more qualified traffic.
SEO Benefits
In order to generate organic traffic, it is essential to optimize your e-commerce website for search engines. This involves implementing search engine optimization (SEO) techniques such as keyword research, quality content creation, on-page optimization, and link building. By following SEO best practices, you can increase the visibility and rankings of your website, leading to improved performance and user experience. Ultimately, these efforts drive organic traffic and enhance your website’s overall effectiveness.
Helps You Beat Your Competition
Continuing from previous points, it can be concluded that not prioritizing organic traffic implies that your competitors have higher positions than you in Google search results.
By having an SEO strategy in place, you can enhance your search ranking and generate more organic traffic to your website. This is important because the customers you could potentially attract are the same customers your competitors are targeting. It is unlikely that you want to provide sales opportunities to your rivals.
Don’t Ignore Organic Traffic in E-Commerce
You must always recognize the immense opportunity that organic traffic provides for your e-commerce store. Similarly, you must not overlook any potential traffic source, as long as you possess the capability and resources to pursue it.
Increasing organic traffic is achievable for almost any e-commerce store, and it can be accomplished in a cost-effective manner, making it a valuable avenue for potential sales.
In terms of importance, organic traffic plays a significant role for e-commerce websites as it offers a reliable and economical way to attract potential customers, improve brand exposure, establish credibility, and attain sustained development.
