With all the talk about diversifying your revenue and traffic channels, most people often miss that organic traffic itself can be diversified. Traffic from search engines takes on many flavors and paths. A deeper dive into understanding the life cycle of a shopper query will lead you to some interesting avenues. Here are a few to consider if you are an online shopping destination.
Product images and visuals enhance online shopping experience. A larger number of online shoppers are using image search to search for products. Visuals become very important in certain product categories, for example: shoes and handbags. The more varied the color, style and features, the more number of images you will be able to get traffic on.
Google is now displaying a time stamp for images indicating the freshness of a particular image, so it keeping your images updated or adding the latest images for your products will get you more traffic.
There are a lot of news blogs that report on products and shopping trends. Seek these sites out and promote your new products and trends. Make sure your content is newsworthy and relevant to get accepted.
If you have a unique product or have an exciting story about your product, share it with bloggers who have an audience that would be interested in your product. Most bloggers have niches such as fashion trends, gadgets, baby or home and garden and are interested in featuring fun and exciting stories for their readers. Make it easy for bloggers to feature you by creating engaging content about your product. Here are a few ways to get featured in popular blogs:
- Seasonal promotions
- Feature your latest products
- Guest blog
- Did you know?
Own Navigational Queries
Make it a point to own the space for navigational queries for your site. If you have a strong brand and shoppers search for your brand or website name, make sure you include these navigational queries into the meta (title and description) as well as on page content for your site.
Convert From How To’s
Searchers may not start out as shoppers, but may quickly change their intent based on what they are to do. If a searcher is working on a DIY (Do It Yourself) project and finds your site searching for a “how to” query, you have the opportunity to convert the user on your site when their intent turns to shopping.
These are just a few ideas. If you start thinking about your target shopper and storyboard their shopping needs and process, you will see a whole new world of sites that you have been missing.