E-commerce Traffic Source with Tommy Griffith - a podcast by Michael Veazey

Learn about the best E-commerce traffic source and how to get on the map and optimize your traffic. Listen in to today's episode with Tommy Griffith.





How we get traffic on Google for e-commerce?

The first thing is keyword research on any platform.



On Amazon, you have product viability to deal with as well.



In the beginning, you should over-invest in keyword research.



When you’ve clarified your customer,you want to layout the entire universe of the things they search for. 



You’ll end up using a lot of this if you have own business - in content marketing (eg blog posts), email, social media marketing, etc.



Get a decent proxy for demand via keyword search volume from an E-commerce traffic source.



https://amazingfba.com/clickminded  free mini-courses, free SEO strategy guide.

Favourite SEO tools

kwfinder.com



ahrefs.com



Sometimes they have amazon specific tools

How do we approach “The universe of search” as e-commerce sellers?

Depends whether you’re at the early stages - “I’m looking for products”



“I know my customer avatar” and have several SKUs. 

SEO for the established Amazon seller

Take all your core keywords and put them into a 3rd party tool.



Find ALL the different variations eg BBQ - purple handle, green handle, one is for winter, one for summer.



This is a good inspiration for new products.



If someone does a lot of barbecuing - who is the avatar?Why are they barbecuing?



Once you’re really dialled into your customer avatar, you lay out the entire universe of google searches.

Google Search results show more than searches

Google search especially is a proxy for demand and thoughts for an E-commerce traffic source.



HTC picked colours of phones based on Google search.



Google trends data predict flu epidemics these days, thanks to tracking flu-related keywords.



You can capture all of that to one document (eg a large spreadsheet)



This can drive so much, including:



* Content strategy

* Product dev strategy

* Office set up

* Emails

* YouTube videos



Total Addressable Marketing (TAM) for ecommerce SEO



For an E-commerce traffic source, you need to do some maths based things like - TAM - Total Addressable Market sizing



At Airbnb, Tommy used to look at areas for “Guidebooks” for Airbnb - on topics like:



* “Things to do in [city name]”

* “Restaurants in [city name]”

* “Walking tours in [city name]”

* “What do locals do in [city name]?”



What is Total Addressable Market?

Let’s say you’re looking at BBQ grill sets.



First, layout the “total universe” of related search terms.



Every variation of BBQ grill is one bucket, eg



* Propane, non-propane, electric

* Large, small, industrial size etc. etc.



Also, layout types of keywords and bucket into types of “intent”.



Effectively every page of your site focuses on one of these for an E-commerce traffic source.

Top of funnel and bottom of funnel keywords for ecommerce SEO



Bottom of funnel keywords are very specific and imply searchers are ready to go and buy.



Top of funnel keywords shows less buyer intent eg “10 things you should think about before you BBQ”.



Apply a CTR Click Through Rate percentage for an E-commerce traffic source.



Tool:



Advancedwebranking.com

Further episodes of Amazing FBA Amazon and ECommerce Podcast, for Amazon Private Label Sellers, Shopify, Magento or Woocommerce business owners, and other e-commerce sellers and digital entrepreneurs.

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