Hello and welcome back to the External Traffic For Amazon Sellers Podcast, the ONLY Amazon Podcast dedicated to the topic of traffic.

My name is Ashley Pearce and I’m here to help you discover your unfair advantage over the competition, that is External Traffic.

In these initial episodes we’ve been covering some of the foundational topics and concepts - not simple, but essential foundations for the understanding of a rounded and effective external traffic strategy for Amazon and in fact, a future proof traffic strategy for eCommerce.

Far too much “General” advice is provided out there without context - that makes it difficult to make strategic decisions about your business without feeling like you’re doing a lot of guesswork and wasting a lot of money “learning” in the process.

So today we’re going to take another leap forward in our grasp of the world of External Traffic for Amazon FBA and we’re going to take a look at Organic Search Traffic, what is it and how does it work for Amazon sellers?

So let’s get into the episode

Organic Search Traffic For Amazon - Podcast Episode

What is Organic Search Traffic (Google Traffic!)

I’ll start by Defining organic search traffic - you’ll be most conceptually familiar with Google traffic and more specifically, I’m talking about the “organic” results, i.e. not the “Paid Results” or “sponsored placements” you see all over Google and it’s web properties like YouTubeSo organic search traffic is “earned” traffic - you’ve created a web page that has been deemed by the Google Algorithm (or Bing Algorithm) as worthy of ranking in a position that will result in users clicking through to your website. We’re largely talking about page 1 here!

Types of Keywords & Search Queries To Focus On

I introduced the idea of ranking for market focused keywords, not just product focused keywords (your product) like bringing people in for one product and then giving them an “Ad” for another product - your product

Introduce idea of ranking for “purchase journey” keywords not just “purchase intent” keywords to expand repertoire of keywords you could target

Focusing on KGR Keywords - find out more about the Keyword Golden Ratio by Doug Cunnington at nichesiteproject.com/keyword-golden-ratio/

Introduced concept that new keywords are popping up as new questions get asked in product categories all the time.

Introduced concept of “SEO’ing limited no. of pages” vs producing volumes of content

It IS a case of build it and they will come with this approach - if you’re JUST focused on a small number of pages, yes distribution and link building is more important. But that’s not what we’re talking about here. If you’re ranking specific pages then Yes - spend 25% of time on content and 75% on distribution (with aim of link building)

A word on using Social Media for traffic or SEO

I'm paying lip service to Social Media - placing the seed that you don’t use Social for reliable cumulative organic traffic, you use it for collaboration and website authority building / asset building.

The Costs Of Organic Traffic For Amazon Sellers

Let’s say 1,000,000 website visitors brought in on market focused topics - but let’s just assume that only 20% have the same purchase intent as someone coming from Facebook Ads (not true, but Paid Ads need a big head start to even come close to Organic Traffic)

We’ve shown that (and through some studies) that above a certain content level you can expect 1-2000 visitors for every 1,000 words published. So at 1,000,000 visitors, we’d need to publish between 500,000 words of 1,000,000 words of content. Coming in at somewhere between $50,000 and $100,000.

Affiliate sites then typically get a 10% conversion rate of those visitors into buyers. So in this case, we end up with 20,000 buyers.(If you want to see the conversion rates used to budget for affiliate sites that are focused on bringing in Organic Search traff...