Driving traffic is a critical part of building a successful e-commerce business. While many stores drive the majority of their traffic with advertising, this can become quite expensive over time. While it's unlikely you will move away completely from paid traffic, growing your organic traffic is great because it's "free".
The challenge with organic traffic is it takes time to build up. It's also gotten a lot harder in recent years to drive organic traffic. While SEO best practices matter, the days of buying some links to drive rankings are over. Brands that do well with SEO make it much more deeply ingrained into everything they do as a brand, and Google rewards them with more organic traffic as a result.
Unique content that your market values are critical for SEO rankings, but it's difficult to create consistently over time. Coming up with ideas can be challenging, and brands that pump out the same types of articles written mainly for Google will not see much success. However, if you use your customer service and live chat conversations as a window into the minds of what your market cares about, you can have a never-ending stream of unique and compelling content that Google will value.
At HelpFlow.com, we run 24/7 live chat and customer service teams for over 100 brands. In addition to helping our clients with over 1 million customer conversations in recent years, we also help them get insights they can use to improve their business.
In this post, you'll see how we help clients create powerful SEO content using the insights from live chat conversations. Let's get into it...
Google is ultimately a question and answer tool. So many of the searches done on Google are either direct questions or an indirect way of asking a question. For example, people may search for which battery system is appropriate for their golf cart, or they might search for golf cart batteries. Either way, they're looking for the same thing - a battery for their golf cart.
There are plenty of keyword research tools on the market to understand what people search for on Google, but it's also well known that the vast majority of searches on Google are unique. This means they won't show up in these tools or at least will show as incredibly low volume. Google is able to determine what someone is searching for even if all of the searches are done in a pretty unique way. With that said, if the content on your website is a clear match to the unique way somebody searches, then the odds of Google showing your website is higher for a wide range of keywords.
The key thing you need to figure out about your market is how specifically people search for the products you have and the problems you solve. Leveraging live chat on your website is an incredible way to see into the mind of your customer and how they search on Google.
For example, creating Q&A content on product pages that specifically list the questions people have asked on chat and provide answers can be a great resource for website visitors (and a goldmine for Google since Google wants to help visitors answer their questions).
Similar to identifying the specific questions that visitors ask on chat and turning that into Q&A content, it's also helpful to get a broader understanding of how customers think about the problem they're trying to solve and how to best educate them about your product.
Creating a buyer's guide is simple once you know what the most important information is for the reader. When you create a buyers guide that is the best in the industry and covers this information, Google will reward you by sending you lots of website visitors that are looking for this info on Google. The key here is using live chat as a window into the minds of visitors to know what they're looking for.
Organic traffic is great, but the simple tactics that are used to drive Google rankings no longer work. You need to truly align with what people want to be the best resource available from Google's perspective. You can do that by leveraging what visitors tell you on chat to drive your SEO efforts.