You already have a successful small e-commerce business, but want to attract new customers and maximize exposure? If yes, which traffic is better, organic or paid?
Many entrepreneurs and their marketing teams strive to work on increasing organic or natural traffic, and for a good reason. Paid traffic can bring you new customers, but they won’t necessarily stay with you, whilst organic traffic creates a bond between a brand and a customer, based on the quality of the content, which has far more influence on your visitors.
The stats support the crucial role of investing in organic traffic. According to Impact, 61% of marketers say that improving SEO and growing their organic presence is their top priority.
These claims aren’t just mere verbiage. According to Martech Zone, 39% of the total global traffic comes from search engines, out of which 35% is natural traffic and only 4% is paid.
How to use natural traffic for an e-commerce business?
Different businesses view their SEO and organic traffic needs according to their product and values. This mostly involves the type of content they are planning to create, as the content is the foundation of driving natural traffic.
However, there are some basic tips that every e-commerce business can use to get natural traffic. Let’s take a look at them.
1. Take a Different Look at Your Product Descriptions
A unique product description is your ultimate goal if you want to get natural traffic. That being said, it becomes obvious that using the manufacturer’s description is out of the question. You need something that will instantly attract the visitor’s attention, making them realize that their life won’t be the same if they don’t purchase your product.
So, what are the rules for writing product descriptions that sell?
- First of all, keeping up with your target audience. Knowing who they are and what they want is essential for running a successful e-commerce business. Moreover, your target audience is also a goldmine of useful tips and recommendations. Encourage your customers to leave their reviews and then use this feedback in your product descriptions.
- Keep a focus on the benefits of your product. How can your customers use it? Why is the product essential in their daily life? Answering these questions will help you come up with the most unusual ideas for product descriptions.
- Natural language and tone are preferred. A typical mistake in writing product descriptions is trying to sell too hard. Keep it natural, like a conversation with a friend, where you give an honest recommendation.
Writing product descriptions may seem like a boring task. However, it’s exactly the case where you can let your creativity out. You can take a different look at your product descriptions by telling a story of how a customer will actually experience using your product.
Just take a look at how creative Fashion Nova gets, using storytelling in their product descriptions:
Image credit: Fashion Nova
This is a perfect example of a straightforward product description that is great for natural traffic. It contains extensive product information completed with some essential details of how well it will fit you.
2. Optimize Your Website
It’s well-known that E-commerce businesses mostly sell from their websites. So, your website would be the primary platform you need to work on to drive natural traffic. And if it is slow, not responsive, you’re already losing.
So let’s take a look at what needs to be done to optimize your website in order to get natural traffic:
- Check your website’s loading time. Even 1 second delay can reduce page views by 11%. If your website’s loading time is slow that means that either you need to update some website features or you need to optimize images of your products. You can easily check your website’s loading time by using tools like Google’s PageSpeed Insights.
- For better SEO and organic traffic results, page titles and correspondent URLs should be optimized. This means that you need to use the same keywords for your URLs and your titles. Here’s an example:
Image credit: Forever 21
- If you’re running an e-commerce business that ships internationally, this is absolutely necessary to localize your website. Specialists at the translation and localization company PickWriters claim that customers that see their native language available on the website are 50% more likely to buy the product, so you absolutely need to invest in website localization.
You might also like: How to speed up your website
3. Pay Attention to Link Building
Link building is a strong SEO strategy that is highly effective when it comes to driving natural traffic to your website. Essentially, you ask other websites to place a link to your website, usually by doing the same for them.
The way Google decides, which websites will be placed on the first page of search results, is complex, but link building is an important factor in this process. Here’s what you need to know:
- Links should always be relevant to the content. If you’re writing a blog post and using a link to another website, it should fit the content well.
- All the links should be credible.
- Do not put the name of the website and a different hyperlink under it. This may result in very bad SEO results, hurting your organic traffic.
4. Invite Bloggers to Participate
For the sake of increasing traffic and maximizing the exposure of your brand, you can collaborate with bloggers, who have a website dedicated to the field that your product is related to. No matter how big their audiences are, the key factor is that you share the audience with them. Besides, their expert opinion may be beneficial for you in terms of sales.
For instance, if you’re selling makeup or skincare products, you can look up a related blog on Google and pick the one, the content on which works best for your company’s needs and your products:
Bloggers often review products, giving an honest opinion and sharing the results of using the products with the target audience. Working with bloggers is extremely beneficial in terms of getting natural traffic, as you’re using high-quality original content to promote your product.
5. Consider Instagram Influencers
Influencer marketing is definitely on the rise. Moreover, now it is considered to be the most credible source of learning about a particular product. Stats say that 70% of teens trust influencers more than celebrities in terms of promoting the product, and 86% of women refer to social media influencers for shopping advice.
An influencer is not the same as a celebrity. These are mostly people who created their own blog (often on Instagram), where they make posts about their life as well as share important insights on different products.
Here’s an example of an influencer collaborating with Sony to promote their latest camera:
Image credit: Instagram/Julien Solomita
When it comes to picking an influencer for promoting your e-commerce business and getting natural traffic, it’s better going for a micro-influencer. These are influencers that have a relatively small following, but their audience is very loyal, as these influencers tend to be the most honest in their product reviews and are less likely to sell out.
But what matters the most about collaborating with an Instagram influencer is sharing the audience and respecting their opinion as well. Influencers should be treated as business partners, as they take an important role in promoting your e-commerce business.
6. Tweet about Your Business More
Twitter is underrated. It is the fastest and easiest way to let a massive audience know about a new product. The purpose of Twitter is mostly sharing news quickly, so it’s one of the best platforms to go viral.
Here are more reasons to use Twitter to drive natural traffic:
- Twitter is very versatile in terms of content. You can use videos as well as images besides just short captions. Reportedly, tweets with videos attract 10 times more engagement. Moreover, using different content types adds color to your Twitter page and increases traffic;
- Twitter is a great platform for SEO. The right use of keywords may even get your Twitter account to the first page of Google.
- Twitter account with high communication ratings gets 20% more organic traffic. This means that retweets and commenting on the feedback under your tweets is necessary for driving natural traffic.
7. Use Video to Promote Your Product
By the start of 2019, 87% of businesses reported using video marketing to promote their products. It is supported by the fact that Internet users prefer watching product-related videos, which, in their turn, massively influence customer purchase decisions.
Using video content is a great way to promote your e-commerce business. It is a legitimate strategy to drive natural traffic, increasing your following base and turning visitors into customers.
Crumbs & Doilies, a London-based bakery that started in 2009, has over 14,000 Twitter followers. In 2013, the founder Jemma Wilson decided to launch Cupcake Jemma channel on YouTube, where she teaches the subscribers how to bake and promotes the bakery as well. Just in a few years, her channel managed to reach over 1 million followers, which is the result of driving organic traffic with the help of video content.
Image credit: YouTube
Thus, investing in video content to drive natural traffic can give you amazing results, as you get direct traffic from visitors, who are interested to learn about your product in a more engaging way than just reading about it.
E-commerce businesses absolutely depend on natural traffic, as it brings lots of potential customers that are interested in the products and high-quality content as well. Hopefully, all these tips will help you get natural traffic that will increase your audience and bring your product to success.
About the author:
Elisa Abbot completed a degree in Computer Science. She finished her study last year but is already a true expert when it comes to presenting a text in a creative and understandable manner. Elisa is thirsty for knowledge and is always on the lookout for tips to share with her readers.
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