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Two things
For as complex as SEO is perceived to be, it really is quite simple.
One simple explanation is that SEO is just content & links.
I’m inclined to agree, others not so much.
If you say this to a technical SEO, they will berate you for 45 minutes about how important their job is.
Cope.
I’ll take it a step further.
There are only two ways to increase the organic search traffic and revenue of your eCommerce store.
Two.
Not dozens of ways. Not hundreds of ways.
Two.
Any guesses?
These are your two options:
1) improve your current rankings
2) create new rankings
Let’s break it down.
First, “improve your current rankings.”
I assume that if you’re reading this, you don’t currently rank #1 for every single keyword that you’d like to.
If you already do, go write your own emails.
If you improve your current rankings, you will increase your organic search traffic and subsequently, your organic search revenue.
Let’s say you rank in position #10 today — you probably don’t get many clicks on that particular keyword.
Let’s say you rank #1 tomorrow — now you will get substantially more clicks on that same keyword.
You improved the ranking, so now you get more clicks and make more money.
Simple enough, yeah?
Onto number two, “create new rankings.”
Let’s say you somehow rank #1 for 100 unique keywords.
For easy math, let’s say they all get 100 searches/month.
The #1 organic result gets 27.6% of all clicks on average, according to Backlinko.
Assuming a consistent monthly search volume on all 100 of them, it is extremely unlikely that your organic traffic will grow much past 2,760 organic visits/month.
100 keywords x 100 searches/month x 27.6% = 2,760 clicks/month.
If you never create another piece of content in your life, but you continue to rank #1 for all 100 of these keywords, your traffic will probably hover between 2,200 and 3,000 clicks for the rest of eternity.
It will not grow substantially.
The only way this changes is if the search volume for one or more of these 100 keywords either increases or decreases.
Look. 2,760 clicks/month is not a lot — not if you want to grow your brand to $100k/month. You will need to spend an arm & a leg on paid ads to make it happen.
And since you can’t control how many people search for a particular keyword on any given month, you have to create new rankings to increase your organic traffic & revenue.
How do you do this?
Easy — create new pages.
You need to create pages so that you can now rank #1 for 200, 300, and 400+ keywords.
Simple as that.
So as you figure out what to do next, whether that’s write new blogs, create new collections, or build more links…
You need to tie every decision back to one of those two things, asking yourself this question:
“Will this next action help me improve my current rankings or create new rankings?”
If the answer is no, don’t waste your time on that task.
Catch ya Wednesday.
Kai
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