For e-commerce stores aiming to decrease reliance on paid ads, this episode is a must-listen. It reveals how to leverage high-quality SEO content to drive significant organic traffic, with top stores often seeing 60% of their traffic from search. Learn practical strategies for content creation that Google loves, focusing on reader value and engagement over keyword stuffing.
Key takeaways
Aim for at least 60% of your e-commerce traffic to come from organic search to build a sustainable customer acquisition channel and reduce dependence on paid ads.
Structure blog posts with a recommended length of 1400 words, breaking up text with images, quotes, and tables to increase dwell time and reduce bounce rates, signaling higher quality to Google.
Prioritize creating reader-centric content that genuinely answers questions and provides value, rather than solely optimizing for search engines, as Google rewards content that users actually engage with.
Publish new content at least once a week; Google's guideline is to write 'well and often' to maintain SEO momentum and ranking visibility.
Evaluate content creation options including in-house writers for control (though watch for burnout), agencies for scalable quality, and AI for initial drafts, choosing the best fit for your growth stage and resources.
In this podcast episode, Trevor talks to Katrina McKinnon from Copysmiths about the importance of quality content for generating natural search traffic.
Is content still important?
Creating great content is still vitally important for merchants as the most successful eCommerce stores get 60% of the traffic from organic searches. It is essential not to put your eggs in one basket by depending too much on organic or paid traffic.
How to create great content
Copywriters research keywords using tools like Hrefs. They then construct posts which include these keywords and publish them on a blog.
The recommended length is 1400 words, broken up with other types of content such as images, quotes, tables etc. Breaking up slabs of text increases dwell rate and reduces bounce rate.
Always write content which is focused on readers and not search engines. Google will track which post are getting read and give these higher search positions.
What are the best kinds of content to publish
Successful types of content include: Listicles. E.g. Top 10 lists. 101 ways to XYZ. Great for inspiring customers Answer to questions Google likes posts that answer the questions asked in the article title. It also likes multimedia.
How often to publish?
Once a week is the minimum frequency of publishing for which you should aim. Google says in its website guide that sites should write 'well and often'.
How to create content in-house or find a writer?
Options include: In-house writer. Difficult to maintain creativity. They tend to burn out Agencies. Have quality processes in place and are good for companies looking to scale. AI. AI content creation has its place tends to sound like
Aim for at least 60% of your e-commerce traffic to come from organic search to build a sustainable customer acquisition channel and reduce dependence on paid ads.
What does this episode say about brand & content?
Structure blog posts with a recommended length of 1400 words, breaking up text with images, quotes, and tables to increase dwell time and reduce bounce rates, signaling higher quality to Google.
What does this episode say about dtc strategy?
Prioritize creating reader-centric content that genuinely answers questions and provides value, rather than solely optimizing for search engines, as Google rewards content that users actually engage with.
What does this episode say about ai & automation?
Publish new content at least once a week; Google's guideline is to write 'well and often' to maintain SEO momentum and ranking visibility.
What does this episode say about organic & seo?
Evaluate content creation options including in-house writers for control (though watch for burnout), agencies for scalable quality, and AI for initial drafts, choosing the best fit for your growth stage and resources.
