Organic September: Optimise Your Online Store for Organic Growth

01 Sep 2021

“How do I drive more organic traffic to my online store?”


At some point during your ecommerce journey, you may ask yourself this question. If you’re finding yourself in this situation, we have some tips that may help you boost organic traffic for your website and ultimately increase your sales.



1. Find Your Keywords


Incorporating your target keywords into well-written content is the key to driving organic traffic to your online store. Without the right keywords, it’s going to be really difficult for your website to rank on search engine results pages (SERPs).


If you’ve never done any keyword research for your online store before, the best way to start is using tools like Google Keyword Planner and Semrush. Find keywords that are relevant to your brand, with high search volume and low competition, then add them to your product titles and descriptions, URLs, metadata, and website copy.





Be careful not to overstuff keywords. We’ve previously talked about why keyword stuffing is a bad idea on the App Store and the same applies to your website, too.



2. Improve Your Page Loading Speed


Your ecommerce website’s page speed is extremely important for SEO. In essence, the quicker your page loads, the higher it will rank on SERPs; and if your website is slow to load, your customers may not even find your website on Google at all, in which case you need to improve it.


So, how can you improve your website’s page speed? Start by checking your current page loading speed using tools like Google PageSpeed Insights and Test My Site. They will show you the current loading of your website as well as various fixes that will help you boost it for more traffic and conversions.



3. Spruce Up Your Website Architecture


A well-design website is not only easy for customers to navigate, but it will help improve your SEO too. That’s because an optimised site architecture helps search engine crawlers find and index all of the pages on your website.


If you have product pages that are more than three clicks from your homepage (or not linked from any other pages at all), Googlebot will struggle to find and index them. That means if you want your product pages to appear on SERPs, you need to pay attention to how your website’s pages are structured and linked together.



To optimise your site architecture, make sure that users and search engine crawlers can reach any page from the homepage in four or fewer clicks – known as a ‘flat architecture’. In other words, don’t create too many categories and subcategories for your products, which will add to the number of clicks required to reach them.


That’s not all, you should also ensure that there are no broken links on your website that lead to 404 errors, which can frustrate customers as well as hurt the website’s SEO.



4. Optimise Your Website for Mobile


As of 2021, it’s estimated more than half of traffic for ecommerce websites comes from smartphones. That means if your website isn’t optimised for mobile, you could potentially miss out on a huge chunk of potential customers.


From an SEO perspective, you should prime your site for mobile usage, since mobile friendliness is a ranking signal in both Google and Bing's algorithms when it detects a user is searching on a mobile device. That means websites that are mobile-friendly tend to outrank non-mobile-friendly sites in mobile search results.



5. Listen to Data


Technology has made it possible to get clear on how your website is performing, giving you invaluable insights into who your audience is, how they shop, and even what search terms they’re googling to find your business, so it’s crucial that you use it to your advantage.



Data doesn’t lie. In fact, it is the key to achieving your ecommerce goal, whether it’s to drive more traffic to your online store, improve your overall SEO strategy, or create better products. Luckily, there’s a myriad of web analytics tools you can use to find the data you need, such as Google Analytics, Semrush, and HubSpot, so you should have no problem hopping on the data train.



Found some inspiration?


If you need help with any of the steps we mentioned above, our team would be happy to support you on your journey to ecommerce success! Get in touch via hello@digitalworkroom.co.uk or connect with us on LinkedIn, Facebook, Twitter, and Instagram now.