Search engine optimization (SEO) can help businesses become more visible when potential customers search for relevant products and services. This case study examines how an e-commerce business’s organic search visibility and keyword coverage relate to sales, using the observations and supporting visuals presented in the original article.
SEO and Its Impact on Increasing Organic Queries
So, I found an interesting case that shows that increasing organic queries on a website significantly impacts sales. Let’s first discuss the term query. A query, simply put, is a word or phrase that users type into a search engine like Google. The more people search for a product or service that matches a particular query, the greater the chance of getting organic traffic.
In this study, I named the product Product X. The goal? To keep confidential data secure. But what’s clear is that this data is real. The graph below shows a significant spike since November 10, 2024, in one of the query or keyword variations on a website’s landing page. Kelanakids.com.
PS: You can download the Looker Studio dashboard for SEO for free here.
This increase appears to be parallel with the increase in sales. Product X on the marketplace where Kelanakids sells its products (see graph below). The relationship between organic queries and sales is clear: when organic traffic increases, more potential buyers are interested and ultimately make purchases.
The graph above shows a very significant increase in conversions. in line with the increase in organic traffic coming to the Kelanakids websiteThe landing page provides an outbound link to the e-commerce landing page where the sales transaction occurs.
Google Search Console data also shows a similar pattern. So, simply put, this increase in sales is due to the impact of the increase in the number of relevant users visiting the website and subsequently purchasing Kelanakids products on e-commerce.
Why Are Organic Queries So Important?
Here are some reasons.
(Near) Zero Cost to Get Traffic That Can Become Sales and Conversions
Organic traffic is free. Unlike paid advertising, which requires a large budget, SEO optimization only requires an investment of time and effort in producing relevant content.
Higher Relevance
When someone finds a website through organic queries, they’re usually looking for a specific solution. This increases the likelihood of a conversion.
Given the patterns seen in this case study, it’s clear that organic queries are a significant asset that every business should optimize.
Correlation Between Website Traffic and Marketplace Sales in This Case Study
One interesting point I’d like to discuss is the relationship between organic website traffic and marketplace sales. Many online businesses assume that marketplaces like Shopee or Tokopedia only require on-platform promotion. However, this case demonstrates otherwise.
From Kelanakids data, there was a significant spike in outbound click tracker (Graph above)—This data tracks outbound clicks from the website to the marketplace. This means that visitors who arrive at the Kelanakids landing page on the website don’t just stop there, but also continue to make purchases in the marketplace.
Supporting Factors for Sales Increase
Anything?
Optimal Landing Page Quality
Kelanakids’ landing page is well-designed, presents comprehensive information, and captures visitors’ attention. This increases the likelihood of them clicking on the link to the marketplace.
Relevant Content Strategy
By targeting queries that truly align with potential buyers’ needs, SEO helps reach an audience that is ready to buy.
Brand Consistency
The Kelanakids website and marketplace have a consistent identity, building trust among consumers. In addition to the blog, Kelanakids also implements a content marketing strategy on social media, such as Tiktok Kelanakids And Instagram Kelanakids.
How Do I Ensure This Increase Is Due to SEO?
Okay, now the important question: how do I know that this increase is truly due to SEO implementation and not other factors? There are two strong reasons to support this conclusion.
1. Shopee Ads Budget Not Increasing
During this period, I haven’t increased my advertising budget on Shopee. I only increased my budget after I saw a significant surge in demand based on website data. Therefore, this increase in sales wasn’t due to additional advertising campaigns, but rather the impact of increased organic traffic.
2. High Outbound Click Tracker
Graphics outbound click tracker (As seen above) shows a sharp increase in outbound clicks from the website to the marketplace. This confirms that website visitors are actually making purchases on the marketplace after finding information on the landing page.
[ Read Also: 9 Effective Ways to Improve Your Website’s SEO Performance ]
Conclusion: The Importance of SEO for Business
From this case study, I learned that SEO can be a game-changer, especially for businesses that rely on online sales. With the right strategy, SEO not only increases organic traffic but also has a direct impact on conversions and sales.
Key Benefits of SEO for Business:
Cost Efficiency
Compared to paid advertising, SEO is a very cost-effective long-term investment.
Increased Visibility
By targeting the right keywords, your website can appear on the first page of Google, increasing the chances of being seen by potential customers.
Positive Impact on Conversion
Organic traffic tends to be higher quality because visitors come with the intent to find solutions, making it easier to convert into buyers.
So, if you have an online business, don’t hesitate to start focusing on SEO. The results may not be instant, but the impact can be significant and sustainable.
That was the story and lessons from the SEO case study. If you’re curious about how to implement an effective SEO strategy, don’t hesitate to ask. I’d be happy to share tips and experiences!
