How an ecommerce site increased commercial monthly organic traffic from 37K to 210K

See how Lectric eBike has remodeled search engine optimization to realize precious insights for any ecommerce enterprise seeking to considerably improve natural search visitors and compete in high-stakes markets.

At a look

• Huge visitors improve: Natural clicks rose from 37,000 to 210,000 per thirty days by concentrating on high-search industrial key phrases.
• Prime Google rankings: Secured prime three positions for aggressive phrases like “electrical bike” (246,000 searches) and “eBike” (90,500 searches), boosted by strategic digital PR and a concentrate on the web viewers journey.
• Model key phrase effectivity: Elevated brand-specific searches like “Lectric ebike,” by  securing hyperlinks and model mentions in content material at key contact factors alongside the viewers’s journey.
• Integrating digital PR and search engine optimization: Built-in digital PR with search engine optimization efforts to boost visibility and keep outstanding search rankings, utilizing the viewers journey to information each on-page and off-page techniques.

Ecommerce SEO will be painful. You’ll be able to strive weblog or informational content material, hyperlinks to class or product pages and rank nicely for informational content material simply to by no means see an affect on visitors with shopping for intent.

This isn’t the case with Lectric eBike, an electrical bike ecommerce firm. The location was capable of:

• Rank within the prime three positions of Google for industrial key phrases that rise up to 246,000 common month-to-month searches.
• Generated over 210,000 clicks per thirty days by producing each model and non-brand natural visitors.

They did all this with a heavy concentrate on digital PR and marketing-owned property all through the viewers’s on-line journey to purchase electrical bikes.

This text examines Lectric’s search engine optimization success and factors out key strategies for driving related ends in ecommerce or any vertical with high-competition key phrases.

Background: The model

Lectric eBike is likely one of the fastest-growing electrical bike corporations within the U.S., promoting over 400,000 eBikes within the final 4 years. Their Lectric XP bike is the third hottest EV within the U.S.

Nevertheless, in January 2022, two years after designing their first electrical bike, the positioning obtained solely 37,000 classes (Semrush) and no vital key phrases ranked within the prime three. 

Let’s have a look at how Lectric utterly modified its natural visibility in simply two years.

Natural efficiency particulars

Natural visitors comes from each non-brand and model key phrases. Lectric ranks for extremely aggressive industrial intent key phrases and types within the prime three positions of Google.

• Ranks in place three for “electrical bike” with 246,000 common month-to-month searches, with an estimated 5,900 clicks (Determine 1).
• Ranks in place one for “eBike” with 90,500 common month-to-month searches, with an estimated 3,200 clicks (Determine 2).
• Branded key phrase “Lectric eBike” has solely 40,500 searches however generates 32,400 in visitors (Determine 1), with all branded key phrases producing over 150,000 natural clicks (Determine 3).
• Natural visitors grew from below 40,000 to over 210,000 clicks from January 2022 to March 2023 (Determine 2).

Non-brand key phrase CTR

Rating within the prime three positions in Google generates the overwhelming majority of clicks (Determine 4). Thus, rating within the prime positions remains to be a very good objective.

Though this CTR examine reveals CTR for traditional blue hyperlinks and never the function snippets, we will assume that rating within the prime spots in any itemizing kind might drive sturdy CTR.

Moreover, ecommerce SERPs are inclined to have adverts taking on among the actual property, which may scale back natural CTR. Thus, this CTR examine signifies that rating larger means extra visitors.

Branded key phrase CTR

Branded key phrases have a 60% CTR in place one (Determine 5) and could also be larger with web site hyperlinks. In lots of circumstances, these phrases have a a lot larger conversion fee. Although phrases that comprise “Lectric” have low whole search, whole visitors will be a lot larger and supply a better ROI.

Observe: I exploit the time period “clicks” to elucidate “natural visitors” from Semrush’s reporting. It is because Semrush estimates clicks primarily based on key phrase search quantity and click-through charges (CTR), thus not calculating direct classes or customers.

Why does Lectric rank within the prime 3?

Within the case of Lectric, I examined the connection between model mentions, referring area hyperlinks and natural visitors (model and non-brand) progress.

Beginning in January 2021, as hyperlinks from referring domains and model mentions elevated, so did model search quantity (Determine 6).

This reveals a relationship between all of the measures. Thus, we will’t perceive the non-brand rating with out analyzing all measures.

Between March 2021 and November 2021, model mentions and referring area hyperlinks elevated (Determine 6), and model visitors adopted that, beginning round January 2022. The model mentions slowed in January 2022 however elevated once more in June and September 2022. Following every spike in model mentions, natural visitors grew.

Every spike in model mentions displays extra media mentions, however visitors lags. Lectric continuously secured media protection and hyperlinks, influencing the viewers to seek for the model title.

Observe: Ahrefs and Semrush present dramatically completely different visitors estimates in lots of circumstances. I normalize the info by tendencies as an alternative of the uncooked numbers.

The model search index from Google Trends doesn’t present a robust relationship between model search quantity and non-brand clicks from 2022 to 2024, however earlier than 2021, Lectric didn’t have many model searches.

After November 2021, model mentions elevated and non-brand visitors adopted (Determine 7). Moreover, websites with a low variety of model mentions and model searches can rank within the prime three (Determine 8).

This means that rising model search quantity doesn’t improve non-brand clicks at a sure level, however having some model search is vital when concentrating on the highest three rankings.

I not too long ago analyzed top-ranking websites within the cyber safety vertical. I discovered a correlation between model search quantity, model mentions, and the variety of key phrases ranked within the prime three positions of Google (Determine 8).

The x-axis reveals U.S. search quantity for model key phrases, the y-axis reveals the variety of model mentions, and the bubble dimension reveals the variety of key phrases ranked in Google’s prime three positions. The bigger the bubble, the extra key phrases ranked within the prime three.

I do know; correlation’s not causation. The lurking variable right here is Google’s capacity to establish and attribute worth to a web site primarily based on model mentions’ affect on driving model search.

However I assume that model mentions are earned to drive model search and hyperlinks are included in lots of content material with model mentions.

What kind of protection did Lectric obtain?

I combed by means of the highest media placements to raised perceive the kind of placements driving this rank and model search.

Google has famous that hyperlinks are much less impactful now than up to now, however on the similar time, hyperlinks and model mentions from media the viewers consumes and the affect on model search appear to affect rating.

I exploit audience journey maps to research media as a result of they’re designed to contemplate the viewers’s perspective. Google has continuously said that it ought to concentrate on the relevance of marketing to the audience as an alternative of any particular rating indicators. I agree with this, and the viewers journey map helps us just do that.

Lectric gained media protection (hyperlinks and mentions) throughout every stage of the viewers’s journey.

Consciousness stage: Media articles in environmental and life-style shops introduce the idea of eBikes, highlighting Lectric for its innovation and environmental advantages.

• Podcasts
• Article on post-COVID eBike progress
• Article on utilizing an eBike on a mountain bike path

Consideration stage: Potential prospects encounter Lectric by means of comparative evaluations and professional blogs, which element the model’s benefits over opponents in contexts like city commuting.

• Useful resource lists
• Basic model mentions
• Mentions in lists for RV-related bikes

Determination stage: In-depth evaluations, buyer testimonials and featured tales in area of interest publications assist solidify purchaser selections by showcasing Lectric eBikes’ sensible advantages and person experiences.

• Awards
• Characteristic articles all in regards to the model
• Buyer tales about biking on trails

Strategic hyperlinks and mentions in authoritative and related media throughout the viewers’s journey appear to have boosted Lectric’s natural visibility and search rankings.

Whereas instantly measuring the affect of particular media appearances on search engine optimization is difficult, indicators like elevated model searches, hyperlink and point out tendencies and content material context recommend a big affect on natural visibility. 

Constant, high quality media protection correlates with these enhancements, underscoring the significance of built-in digital PR and search engine optimization methods.

Media protection guides prospects by means of the viewers’s journey and might considerably affect natural search rankings and drive model searches. A strategic strategy to digital PR that aligns with search engine optimization targets is important for maximizing visibility and progress.

What this implies to your search engine optimization technique

Do you wish to drive outcomes much like these of Lectric? I write extensively about digital PR for SEO and cross-functional PR and SEO teams. I study each case examine below this lens.

Securing media protection that may enhance natural visibility and model search requires a robust technique integrating each digital PR and search engine optimization, which we see from Lectric.

Concentrating on the viewers journey

Determine the native, nationwide and commerce media your viewers consumes when deciding to purchase your product. Create an viewers journey map and record the related media at every stage of the journey.

I create an viewers journey map for many of my digital PR initiatives. Beneath is a template I constructed to simplify the method of mapping media touchpoints to the phases.

Though you don’t have to be this detailed, perceive that you must reply your viewers’s questions at every stage of the journey on the web sites the place stay.

As with Lectirc, they reply the query “Can I exploit an electrical bike on bike trails?” with their article placement travelawates.com.

They successfully focused the attention stage on the proper touchpoint. Nevertheless, gaining the appropriate placement requires superior digital PR methods.

Use digital PR for search engine optimization

Digital PR for search engine optimization markets your web site to the viewers by means of media, securing hyperlinks and model mentions because of this. Digital PR builds relationships with nationwide, native and commerce media: press and podcasts.

I exploit a method referred to as owned asset advertising and marketing (OAM), which markets the web site to media that safe hyperlinks and model mentions on the homepage, case examine pages, analysis reviews or bio pages.

OAM works by figuring out inner experience associated to media tendencies and creating distinctive analysis property to pitch to the media.

• Inside experience: Present inner experience with particular person consultants or person tales to realize media protection.
• Tendencies: Analyze media or viewers tendencies to comply with information cycles or predict future story concepts.
• Distinctive analysis: Surveys or evaluation of public knowledge that solutions vital questions higher than different locations.

If something, do that subsequent

You probably have had bother rating within the prime three in the hunt for your high-search key phrases or have stalled in driving vital gross sales in ecommerce or any enterprise kind, concentrate on understanding key media touchpoints and messaging throughout the whole viewers journey. These touchpoints will be social, press, podcasts or blogs your viewers reads.

As a substitute of simply constructing hyperlinks to particular pages to enhance rating, think about using digital PR to construct hyperlinks and mentions in content material that create worth for the viewers and media. That is the way you leverage inner expertise and experience to construct authority and belief.

Your context ought to use your expertise and experience to construct authority and belief. Do that by sharing case research, creating distinctive analysis and offering professional insights to the media to earn hyperlinks and mentions.