We have dedicated over 5 years to improving the SEO of our e-commerce website, achieving the top rank for over 1000 keywords, including high volume ones that have brought us great sales. However, we have recently experienced a significant drop in traffic for many of these keywords, even though our ranking has not changed.I have also observed that Google ads now closely resemble organic search results, making it difficult for customers to distinguish between the two. For example, I came across a website from China using Google ads that positioned themselves as the top Australian store in our niche, without indicating that it was an ad. This has contributed to the challenge of maintaining the top rank on Google search results.
There are numerous examples of this trend, but it is clear that holding the number 1 spot on Google search results is becoming less significant due to the dominance of ads, which receive 80% of the traffic. Product ads, followed by website ads, featured products, and finally the top e-commerce website, are prioritized in search results. The top organic result likely only captures around 10% of clicks, with the rest of the page content competing for user attention after the various ads and product listings.
SEO for e-commerce is still essential for driving organic traffic and building brand awareness, even with the rise of paid advertising. While the top organic spot may receive fewer clicks due to the prominence of ads, it still holds significant value.
Here’s why:
- Brand Authority and Trust: Ranking highly in organic search results establishes your e-commerce website as a trusted and authoritative source for your niche. This trust translates to increased brand awareness and customer loyalty.
- Organic Traffic and Customer Acquisition: Although organic traffic may be smaller than paid traffic, it’s highly targeted and often leads to higher conversion rates. Organic searchers are actively looking for products and services, making them more likely to purchase.
- Long-Term Sustainability: While paid ads require continuous investment, SEO is a long-term strategy that yields sustainable results. Building organic ranking takes time and effort but provides a steady stream of qualified traffic over time.
While Google ads have become increasingly prominent, SEO is still crucial for building a strong online presence, attracting organic traffic, and ultimately achieving e-commerce success.