Google continues to direct more Internet traffic than any other single source. And since this traffic results from people searching for a specific query, the quality of that traffic tends to be pretty good. As if that was not enough, search engine traffic is free of charge. That explains why ecommerce SEO (search engine optimization) is so important.
Track Your Search Traffic Religiously
If you are receiving search engine traffic already, it is critical that you regularly access your analytics software to find out:
- what keywords are driving the search traffic in your direction?
- what pages are people landing on?
Search Engines Can Change Their Mind When You Least Expect Them To
Whatever activities you undertake on your website will not increase the number of people who are using search engines in the first place. So, in a sense, search traffic turns out to be a zero sum game where someone else climbing in search rankings will cause you to fall.
That is not to say that you should not focus on SEO. If anything, I would say that good SEO is in tune with good business practices. But at the same time, you cannot base your entire business strategy on search engine traffic.
Earlier, online traffic was all about "search." Now "social" too is a force to reckon with. Given the amount of time that people spend on Facebook, Twitter, Pinterest, and the like, is so high that social platforms present highly fertile soil to influence prospects to visit you.
Regardless of Whether You Drive Them or Not Social Conversations Will Mention You
Some ecommerce websites proactively make social media an important component of their marketing mix. Others simply ignore it. But human beings are inherently social creatures. So your customers and prospects will talk about you on social platforms. If you can join those conversations, they will be more likely to reach favorable outcomes.
Other Referring Websites and Blogs
If other websites and blogs link to you, it helps your SEO as well as potentially drives traffic to you. This does not mean that all links are equal. If your link building strategy involves spamming your link all over the Internet, then you are more likely to harm yourself than do any good.
Like in the case of search traffic, you need to always be on top of the websites and blogs that link to you. Maybe you would need to join the online conversation. If you interact with bloggers, they will be more inclined to link to you.
Several ecommerce businesses have grown primarily by advertising. But advertising can be prohibitively expensive. As a result, the least you need to do is to monitor the performance of your advertising. As a source of traffic for ecommerce websites, advertising should be able to bring in highly qualified prospects that are likely to purchase immediately. Anything short of that and you are wasting your money.
As I said at the beginning of this article, qualified traffic is the lifeblood for an ecommerce business. You need to focus on every major source of traffic listed in this article. Your constant endeavor should be to decrease the cost of procuring that traffic, while increasing its volume.