How to bring organic traffic to your online store?

A key question every online store owner has in his/her mind is, how to increase the traffic on my online store and thereby increase my sales? I will write a separate blog post on paid ads and campaigns. For now let us stick with increasing your organic traffic. There are two ways to increase the website traffic, one is by paid ads or campaigns and other is by increasing organic traffic. Let us take a look at the steps that will help you bring organic traffic to your online store.

Step 1. Identify the target customer persona of your online store

The very first thing we need to do in order to bring organic traffic to your site is to identify the right customer persona.

Customer persona 1

Now the question is how to arrive at a target customer persona?

Analysing your direct competition and your potential customers is the first step to get started. Customer persona has well-defined parameters like age, gender, location, purchasing power etc. Once the analysis is done most probably you will have arrived at multiple customer personas. Marketing your online store is a step-by-step process, as the first step let us proceed with a persona that has the most potential.

Now let us get started.

Step 2. Making your online store SEO optimised

Now let us take a look at how to SEO optimise your online store. Inorder to make your online store fair in search ranking you need to reduce website loading time, reduce size of website images and videos, make the website text readable, add alt tags to every image, remove unused code like javascript, etc.

I know this can be a bit intimidating, but there are a number of tools like Pingdom to audit your online store loading time and performance whereas Google lighthouse helps to improve the SEO of your online store. Both these tools are simple to use and will help you audit your site for SEO, performance and accessibility issues.

The content and product listings on your online store should be keyword optimised. First step to accomplish this is to find a set of primary keywords for your website.

We suggest tools like Google keyword plannerSemrushAhrefs Keyword Explorer to help you find the right set of keywords for your online store. These keyword research tools help you find the average monthly search volume and competition level of the target keywords in different regions.

Next, the content and html meta tags on every page should be altered to include the relevant keywords. Make sure not to place keywords all over the content without any thought. The density and placement of keywords on the web page should be based on context and relevance.

The average monthly search volume of keywords will help you figure out the number of organic visitors that can be expected on your online store once the content is optimised for the target keywords.

Step 3. Setting up Google analytics and Google search console to your online store

Customer Persona

Adding Google analytics and Google search console helps you to record and analyse the performance and the visitor data of your online store.

Google analytics helps in monitoring the traffic of a website. It provides data points like the number of organic visitors to your online store, where organic visitors are coming from, how much time they spend on your online store etc.

On the other hand, Google search console is used for improving and optimising your online store. Google search console provides information like who is linking to your site (backlinks to your site), keyword queries your visitor uses to reach your online store etc.

Monitoring these tools will provide you with insights on what works well and what does not. This helps you to revisit the marketing strategy and start creating content based on the new strategy for your online store.

The two main channels to push the content to your customers are using a dedicated blog and using your product social media handles.

Step 4. Adding a blog to your online store

Now the question is why should I add a blog to my online store?

There are multiple reasons to maintain a blog for your online store. It helps drive traffic to your online store by publishing relevant content for your target customers. The customer persona created in the previous step will help you tailor the right content for your customers.

Blogging platforms like Wix, WordPress, SquareSpace, Ghost will help you easily setup a blog for your online store.

Next, you should setup social channels for your brand to start pushing content online.

Step 5. Setting up relevant social channels for your online store

social channels

Social media is a powerful tool for every online store. The main objective of social media is to indirectly attract customers to your online store.

Sharing content that will gain user attention will go a long way in acquiring visitors to your online store. Creating visually appealing and relevant content like featured products, posters, videos and sharing your blog posts on social media helps you to reach the target customers.

Step 6. Influencer marketing for your online store

Influencer marketing is a growth hack that will help you increase your store presence online. If possible, roping in influencers that you are personally connected to will bring traffic with ease.

Usually social media influencers will be active on a couple of online platforms. Getting them to promote your products or post about your online store will help create awareness about your brand.

You should now be familiar with the ways to bring organic traffic to your online store.

Keep in mind that this is an iterative process to help you generate traffic without having to rely on paid ads and campaigns.

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