Given the measurement, SERP, and PLA challenges, what can an e-commerce site do to maintain or even grow their organic search traffic? Three things:
1. Adjust for Tracking Issues
To quote Tony Stark, "It’s an imperfect world, but it’s the only one we’ve got." In this imperfect world of attribution, it’s important to recognize that:
- You can’t rely purely on your analytics system;
- You must adjust your organic search reporting to estimate "no query" and "mobile" traffic properly for more accurate numbers; and
- All attribution models have inherent biases, so interpretation and intuition are critical - don’t just rely on last click. Ask questions about your assumptions and the implications of each attribution model you use. Last click is a poor representation of the value of organic search given that consumers may begin their journey on organic search, but end it via an affiliate program or a branded paid search ad. Plus, with more consumers beginning their purchasing process on smartphones, connect the dots between a first click on mobile and a purchase in-store or elsewhere online.
2. Measure and Mitigate Cannibalization
Rankings alone won’t cut it if the starting line for organic results is further down the page. So, periodically test a sample of queries (ideally from the head, torso and long-tail) to see how the SERPs evolve over time.
Looking for relationships – correlation and causation – between the locations on the SERP, organic ranking for that query, conversions and revenue can be quite revealing. As many have noted, ranking first in both the organic and paid results for any given query solidifies the brand’s reputation with the customer and increases conversions. Also, as you’re thinking about organic, work with agencies and solution providers that have technology and expertise across both organic and paid search.
3. Get Strategic
Continuing the status quo without any creativity and optimization will yield diminishing returns and/or increasing costs-per-acquisition. If the head and torso clicks are drying up, look to the long-tail to make up ground.
In the long-tail, there is less competition (both for organic and paid, which means there’s often less downward pressure on the organic-listing location on the SERPs) and stronger signals of customer intent. Strategically targeting the long-tail in a scalable way can pay dividends.
If faced with less organic traffic, make sure those clicks you do get turn into customers. Work with the rest of your e-commerce team to make it effortless for those prospects to find what they are looking for, whether on the desktop or mobile device.
When you measure and optimize, net-new customers will still come walking through your virtual door. Plus, in an age when Amazon reigns over many categories, acquiring, converting and cultivating net-new customers is the key to unlocking more revenue potential.
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