How to Make the Most of Google Rankings to Boost Your eCommerce Visibility

Organic traffic from Google is one of the most important sources of visits for an eCommerce site. It's highly qualified traffic at “zero cost” that delivers the best conversion rate compared to Google paid search or Meta advertising campaigns (Instagram and Facebook).

However, to increase organic traffic, there are certain techniques that every eCommerce site should follow, or that the agency managing the project should apply.

Use relevant keywords

Finding the right keywords is one of the most important factors in generating organic traffic from Google. Using keyword research tools such as Google Keyword Planner and Ahrefs, you can identify relevant keywords to use in page titles, product descriptions and website content. This will boost your visibility on Google for the most impactful keywords, driving more traffic and, in turn, more sales. A study by Ahrefs found that 90% of content on pages ranking in Google's top 10 results uses a target keyword in the page title.

Focus on content quality

No matter how relevant your keywords are, Google won't reward your website if the content isn't high quality. You need to focus on an editorial strategy for your website and blog, defining a tone and vocabulary suited to your target customers. This will produce richer, more engaging content for your audience. According to a SEMrush study, top-ranking pages average 1,285 words, so regularly producing long-form content packed with useful information can help improve your rankings.

Make the most of Google My Business

Google My Business is a service that allows companies to appear in Google's local search results. Using this feature, eCommerce sites can appear in local search results for keywords related to their geographic area, generating local traffic. A BrightLocal study found that local eCommerce sites receive an average of 66% more clicks than stores that don't use it.

Use technology to improve CX

To increase an eCommerce site's organic traffic, it's also essential to focus on user experience. Using personalisation solutions, chatbots and automated abandoned-cart flows can improve the customer experience and boost conversions. What's more, a good user experience reduces bounce rate and increases time on site, both of which are Google ranking factors. According to a Monetate study, personalisation and product recommendation solutions can increase conversions by up to 20%.

In conclusion, increasing organic traffic from Google isn't an instant process — it takes patience and dedication. However, by following these practices and drawing on the studies above, eCommerce sites can achieve significant results in terms of qualified traffic from Google, which will also exponentially benefit paid advertising performance, since dynamic retargeting will then be working with an audience genuinely interested in buying the products in your online shop.

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