Organic traffic is a marketer’s dream, but more often than not, achieving it in viable numbers is right up there with rainbows and unicorns.
However, it is possible for enterprises other than the big brands to be successful in attracting those who are seeking what you’re delivering.
It all begins with understanding the buying cycle. Briefly, it consists of four stages:
- Awareness … the reader’s interest is piqued;
- Consideration … the vendor’s authority and credibility is scrutinized;
- Evaluation … the reader begins to determine if your product is the best available.
- Purchase … the reader is convinced to become a customer.
No matter what your niche may be, prospective customers are in various stages of determining whether — and ultimately — if they have a need for a product such as yours.
Thus, your online beacons that draw prospects to your section of cyberspace — your keywords — should accommodate each stage.
This is where we get pedantic. It’s much more accurate to say keyphrases, also known as longtails.
They’re more effective for e-commerce entrepreneurs:
- The big brands have the recognition and the budget to dominate basic keywords,
- People speak in phrases, which means they’re more likely to search that way, and
- Longtails generally have a higher conversion rate with less search traffic.
The technique is to take longtails to the next level.
Add more relevant words.
Now, if you’re well and truly in e-commerce entrepreneurship to win it and you want to generate organic traffic, then I strongly suggest you create a web presence that enables you to utilize the buying cycle.
Start by identifying the most pertinent keywords to describe your product or service. You can use Google’s Keyword Planner or, if you prefer being more visual, you can give this private upgrade of Google’s old Wonder Wheel a try:
Then, start matching your keyword to longtails that reflect each level of interest.
For example, let’s say you’ve got a Shopify store that features flashlights:
- Awareness … where to buy flashlights online, bright flashlights
- Consideration … discount bright flashlights, bright reliable flashlight reviews
- Evaluation … what to look for in a bright flashlight, bright flashlights for camping
- Purchase … j5 tactical v1-pro flashlight, original 300 lumen ultra bright flashlight
This process isn’t complicated at all. It just takes practice and refinement.
Give the spiders time to digest your data, and you’ll find you’ve generated an effective element in your marketing mix.