Acquiring organic traffic is not easy. But it definitely needs to be a vital part of your digital strategy for ecommerce website development success. Your website must have organic visitors. Organic traffic essentially comprises visitors who find your site from a search engine and choose your page from non-paid results on SERPs. As analytics show, this traffic can be segmented from other types of traffic including direct, social, email, paid search and referral.
Looking at organic search traffic gives a clear overview of how well the website is performing sans ads or other campaigns. Analysing organic traffic can help in identifying and correcting weaknesses in the website and digital strategy. If organic traffic is coming from mobile devices, or users have a bounce rate which is way too high, it is important to look at your ecommerce site’s responsiveness and user experience and consider a mobile redesign. Here’s why organic traffic is so vital for the success of your ecommerce site:
- It’s Free!
Organic traffic is free of charge. Besides your team to generate content that builds organic search ranking, no additional investment is required to generate traffic. Organic traffic does not need additional ad budgets or efforts. It is totally, 100% free.
- Positive Signals For Algorithms
Organic traffic is so vital for ecommerce website development success because it sends positive signals to search algorithms. Organic traffic has a lower bounce rate, more pages per session and longer dwell time than traffic from social media or even paid search. These are so many signals out there to tell Google and other search engines whether your website is a hot favourite or a cold washout.
- Drive New Business
Unless there’s a vast avenue of resources and networking opportunities, your business cannot survive on referrals alone. Appearing high in search results is how one can attract potential clients researching the service or product. For startups and small businesses, budgets can be tight. If you cannot afford to invest in paid campaigns to a greater extent, Pathwwway organic SEO is the key to building domain trust and climbing the rankings. If the website can establish authority for lower-competition keywords in strategy, the focus can be on present or future advertising budget on paid search campaigns around terms that are tough to reach.
Relying solely on search engines for traffic is not a quick route to success. But it is long lasting. When keywords relevant to your site attract organic traffic, it serves as a real roadmap for generating site traffic and revenue. From AdWords to Bing Ads, Twitter to Facebook, sites may not be surviving by their search engine rankings, but they are thriving because of organic traffic alright.
- Diversify Your Marketing Strategy
Diversification is a must and if one is smart about digital marketing plans, organic listings cannot take the back-seat. Powering your business for growth requires racing past competitors and for this, paid ads or email marketing is simply not enough. The clear champion when it comes to delivering quality results is the organic search. Organic search trumps all other forms of traffic generation, driving 51% of the traffic in the B2B and B2C space. Organic is simply the best option for successful ecommerce website development. This is because it delivers relevant traffic. The only traffic channel that is better than this on some criteria according to a report by BrightEdge is paid search ads. This holds true only for conversions, but not for the overall traffic generated. Paid search has accounted for only 10% of the total traffic in the research.
- Best of Both Worlds
BrightEdge’s research also reveals blended approaches are best for delivering high performing content on ecommerce sites. Combining organic and paid search increase website traffic and offer better returns on investment. So, if you neglect organic traffic, your business is leaving money on the table.
- Social Media Sites are Closed Systems
In some cases, research points to how 40 to 60% of the business traffic is coming from Facebook! Heavily relying on referrals or closed systems like social media channels does not bode well for your business. Facebook or any social media channel, for that matter, works as a closed system and walled garden. This means while a section of it is flourishing, there is no control over how the garden grows or it is tended to. Facebook’s recent newsfeed algorithm change is a case in point. What if Twitter decides to personalise its feeds? What if Instagram and Pinterest abridge your affiliate links? These questions are real, because a lot of these things are in the pipeline or extremely likely.
When your business is using social media platforms for site traffic, you can be held ransom by the social networking site’s algorithm changes. If Facebook eliminates organic views, you will have to shell out cash. If Twitter segments algorithms, how do your tweets make it to other people’s feeds? And if Pinterest removes affiliate links, how does traffic get generated?
When you cannot control the environment driving your revenue, you can wind up with a massive ad bill to generate traffic lost out on, when the company changes how the platform serves up your content. There is generally very little time to adjust to this. In contrast, Google algorithm changes or penalties may not destroy traffic. Increase your ad spend and work with strategists and you can fix your issues. Organic traffic is easier to attract and sustain.
- Looking for Long Term Customers
Social media and paid ads are traffic generators, but they are not long term customer sources. The bounce rates for such users is high, while the number of pages visited is extremely low. If one opts for viewing sites on Facebook feeds, the views are limited to a single or at the most, 2 pages. Facebook is meant to drive article visits, not overall site traffic or even customer loyalty, both of which are extremely important for ecommerce website development success. Twitter seeks to promote retention and loyalty, yet not drive traffic to your site repeatedly. Pinterest viewers simply depart from the site unless you sell something. Paid ads may offer viewers a reason to visit, but not necessarily come back.
Diversification is good, provided you don’t neglect organic rankings. When your ecommerce site gets organic traffic, it means real internet users are clicking on the link and coming to your site, instead of paid traffic that is simply browsing. In fact, organic traffic comprises users who believe your ecommerce site holds the answer to their problem and the product to meet their requirement. The more organic traffic you generate, the easier it is to convert prospects to leads, because you have organic site authority.