Our plan to increase organic traffic on liipbrand.com with content.
Since we launched Liip eight months ago in September 2021, all of our site traffic has come from us promoting the brand on social media or talking with people we've met.
This, of course, got us our family and friends and friends of friends—people we knew—visiting the site and buying from us. And because we knew them, or they knew of us, we never really had to convince them to buy as they were going to support us no matter what.
Because of this, we didn't worry about putting too much information on the site when we launched. We purposely made it as simple as possible because, at the time, all we needed was for people to add our product to their cart and checkout. We could figure the rest out later.
Well… now it's later, and the site needs to do more.
We need to increase our organic traffic to attract new people to the site and convince them to buy our product without having a relationship with them or talking directly to us. We need to prove to them we have a product that's not only worth trying but one they should spend money on. We need to educate people about the benefits of our product and what goes into it and communicate the values of our brand so they feel aligned and a part of it.
So, to grow the brand, we believe if we create valuable content that attracts people to the site and gives them a good experience, they will be more likely to buy our product.
Starting with low traffic.
The key part of this is the "valuable content that attracts people to the site."
Right now, we have our home page, which is our product landing page, three product detail pages, an about page, FAQs, and a handful of miscellaneous terms and conditions pages. And, really, there's not much on all of those pages. They are pretty thin with the minimum amount of content necessary.
And, because our content is so limited, it doesn't draw people to the site.
Our page views on liipbrand.com from our launch on September 1, 2021, through May 24, 2022.
As you can see, other than the traffic spike when we launched the brand and a few others around some holidays, our traffic remains pretty consistently low, between 0-10 page views per day. Or, basically, nothing.
But, while that could seem like a bad thing, you have to remember we really haven't done anything with the site that would increase organic traffic.
So, that's what we're going to do.
We are going to make the pages we have work harder for us than they are now by adding more content to them. We are going to do keyword research to better understand search intent. And then, we are going to add pages and content to the site to attract new people who've never heard of us before based on those keywords.
Also, disregard the revenue numbers in the chart. I haven't connected the checkout flow to GA4, so that's why those are reading $0.00. Trust me, even though our traffic is low, we have sales ;)
Attracting organic traffic.
Ultimately, this is going to be a traffic acquisition experiment.
Instead of trying to build an audience through social media where we have to post and update our feed constantly, we are going to focus on capturing organic traffic with evergreen content. This type of content has infinite leverage as it can stay relevant for a long time once it's published, possibly forever, without you having to do anything more with it.
By focusing on search engine optimization content, we can begin to position ourselves as a credible brand without interacting with people one-to-one by providing valuable information to people searching for answers to questions on the internet.
Now, of course, these won't be just any questions but things related to lip care and the cosmetics industry.
The goal is to get people to the site and give them the information they are looking for. Not to try and sell things to them. But, obviously, since they are on our site, if they then decide to view our products, the option to purchase will be there for them.
Ultimately, I want this content to give people a positive perception of the brand, so they become ambassadors and repeat purchasers.
From 0 to 100 daily page views.
Tactically we will do this in three steps.
Develop a list of product-related keywords we want the brand to rank for in the future
Add more product information and brand storytelling to the existing pages
Publish new articles focused on unique long-tail keywords we believe we can rank for quickly
SEO isn't something that happens overnight, so we'll have to monitor our performance to see what's working and what's not. But the thing is, when done right, SEO content can keep compounding long after it's published. And that's the true value in focusing on this type of evergreen growth strategy now instead of more fleeting social posts.
We're building for the long term.
So, to have something to optimize for, my goal is to go from 0-10 daily page views to 100 daily page views in a year. June 1, 2022, to June 1, 2023, and I plan to publish at least 20 articles to make this happen.
Doing the math, if each of these 20 new articles can attract 5 page views a day, then we reach the goal of 100 page views a day.
Honestly, I think 100 daily page views is a bit of a low target, and page views might not even be the right metric to measure, but it's a 10x increase from where we're at, and we have to start somewhere.
Now, while there's nothing to show for it yet, I wrote this article to keep myself accountable and share a behind-the-scenes look at how I'm thinking about growing Liip. That said, if you have any SEO tips or suggestions for what I should do, please share them. Otherwise, I'll be back with an update relatively soon.
