The first step before you try to grow your Shopify store’s traffic

A customer Andrew emailed me a question about his traffic and SEO.

I was curious if you have any tips outside of using your app to help with our website SEO? I’m getting roughly x people a day coming to the website, which is pretty low for sure. I’m not sure if this would be SEO related but I thought I would throw the question out there.

I wanted to share one part of my response here.

Before you get too deep into thinking it’s SEO or anything else, you should check your traffic analytics​(Google Analytics). You want to see where you’re getting traffic now and ratios of each source.

In Google Analytics this is in the Acquisition -> All Traffic > Channels report (the Source/Medium one is also good for a more detailed view).

Start with the last 30 days. You can pick a larger range once you understand the report better.

I’d compare the total volume (Session) for each channel and the relative percentage.

For example:

  • 60% Direct,
  • 20% Referral,
  • 10% Organic Search (SEO)

When a channel has a high percentage of your traffic, that means that it’s working well from a traffic standpoint.

Some advice I heard years ago was that you’d ideally get most of your traffic split from three buckets:

  • 1/3 from organic search
  • 1/3 from paid traffic
  • 1/3 from referrals from other sites, social media, direct traffic, and email (basically, everything else)

That gives you a solid balance so if something happens to once source, you don’t lose the entire business (e.g. Google changes SEO rules, you lose your Facebook group, etc).

Don’t discount traffic sources with a small percentage though.

That means they aren’t working now, but there could be an opportunity to grow. Especially when you feel like you’ve maxed out another channel and aren’t getting any more growth from it.

Though I can’t promise any results with it, after seeing the additional traffic and sales some customers are getting, installing JSON-LD for SEO might be one of the highest ROI decisions you make today.

It would be an easy way to start growing your Organic Search channel, even if you don’t want to give it your active attention.

Eric Davis

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