In this podcast episode, Trevor talks to Katrina McKinnon from Copysmiths about the importance of quality content for generating natural search traffic.

Creating great content is still vitally important for merchants as the most successful eCommerce stores get 60% of the traffic from organic searches. It is essential not to put your eggs in one basket by depending too much on organic or paid traffic.

Copywriters research keywords using tools like Hrefs. They then construct posts which include these keywords and publish them on a blog.

The recommended length is 1400 words, broken up with other types of content such as images, quotes, tables etc. Breaking up slabs of text increases dwell rate and reduces bounce rate.

Always write content which is focused on readers and not search engines. Google will track which post are getting read and give these higher search positions.

Successful types of content include:

Google likes posts that answer the questions asked in the article title. It also likes multimedia.

Once a week is the minimum frequency of publishing for which you should aim. Google says in its website guide that sites should write 'well and often'.

Options include:

Organic social does not generate much traffic anymore. Some companies will have separate organic and paid social accounts as organic traffic may be reduced if paid social is also used on the account.

A successful article will show up for 200 keywords, an unsuccessful article 20 keywords and a really successful article, 2000 keywords

Stores with about 1m+ visitors a year should see content ranking in 2 weeks. Brand new stores will take several months.

Katarina talked to Trevor Ginn from vendlab.com, an eCommerce agency specialising in online marketplaces and e-commerce sales platforms.