What Can Vaping Websites Teach Us About SEO?
In most industries, you can simply buy traffic when your organic search performance isn’t so great. If you’re not getting enough new prospects visiting your website to keep your customer acquisition numbers where they need to be, that’s no problem; you can just bid on some keywords on Google.
Keyword bidding alone, however, is a poor strategy for achieving consistent growth and profitability. Unless you manage to find some low-cost and low-competition keywords, your competitors will always ensure that each new customer acquisition costs more than it should.
It’s time for you to refocus your efforts on SEO and improving your online business’s organic search performance – and before you begin any major SEO effort, it’s always wise to seek a bit of inspiration from the experts.
In the world of SEO, the best way to find real expertise is by looking at top online vape shops like E-Cigarette Empire. Why can you learn so much by looking at vaping sites? It’s because businesses in the vaping industry can’t advertise on Google or on major social networks like Facebook. Since they can’t simply buy traffic, they have no alternative but to put their full marketing efforts into SEO.
You can have a vibrant and thriving online business without paying Google for traffic – the successful vaping companies of the world have proven that. Achieving the best possible organic search performance for your business, then, is simply a matter of observing what those websites do and applying those principles to your own site.
These are the things that any successful vaping website can teach us about SEO.
If You Sell Products Online, Describe Them in Your Own Words
Do you sell products through your website? If you do, then you know that every major e-commerce platform has space for text descriptions on product pages. Did you leave that space blank when adding products to your site? Worse yet, did you simply search for the products on Google and copy the descriptions from other companies’ sites?
If you did either of those things, it is highly unlikely that your product pages will ever receive organic traffic – and if you scraped your product descriptions from other sources, there’s an easy way to confirm that. Simply search for a sentence in one of your product descriptions –enclosed in quotation marks – on Google. Does that same sentence appear on hundreds of other pages? If so, your page adds no value in Google’s eyes and has little chance of ever receiving any organic traffic.
The solution for this problem is simple: Take the time to describe your products in your own words. The more helpful and detailed your descriptions are, the more likely your product pages will be to generate organic traffic. Even a short description that’s unique, however, is better than a description copied from another source.
Don’t Neglect the Value of Informational Content
If you examine any vaping website that generates a large amount of organic traffic, you’ll find a blog section with a large library of informational content. Publishing informational content is a great way to bring bulk traffic to your site because there’s always less competition on Google for informational keywords than there is for commercial keywords. The less competition there is for a given keyword, the more likely it becomes that an article on your site targeting that keyword will reach the first page.
Are you at a loss for informational topics to cover on your blog? Think about these themes and how they might relate to your industry.
- What are some of the pain points that people might encounter if they’re beginning to outgrow a particular product, and it’s time for an upgrade?
- What are some of the problems that people typically experience when they use the types of products that you sell? How do you fix or work around those problems?
- What are some of the pros and cons of the various types of products that you sell? Could you write a detailed comparison of two different product categories or two specific products?
- What are some of the tips that can help someone have the best possible experience with the products that you sell?
Writing content that’s informational rather than commercial is the easiest way to bring bulk traffic to any site – but there is a catch. The reason why many of your competitors aren’t bothering to write informational content is because the people who search for informational content usually aren’t planning to buy products immediately. The people who view your informational posts, in other words, won’t be as likely to purchase products as those who view your product pages. You’ll need to work a little harder to turn those people into customers.
While it doesn’t always lead directly to conversions, informational content is a great long-term investment for any e-commerce site because it helps to generate brand awareness. Informational content can also attract organic links, which can in turn help to increase the rankings of your commercial pages.
Google Loves High-Quality Backlinks
Google uses an extremely complex algorithm to determine where websites will appear on search results pages. There are upwards of 200 factors used in determining a website’s rankings, but few of those factors are more important than the quality and quantity of inbound links pointing to that website.
One of the reasons why Google became the world’s most popular search engine is because its founders developed an algorithm called PageRank. Google’s founders determined that one of the best ways of determining whether a website was worthwhile was by examining the number of links pointing to that website from other sites. By assigning higher rankings to sites with more inbound links, PageRank helped Google deliver more useful search results – and PageRank remains part of Google’s ranking algorithm today.
If you want your website to have strong organic rankings – and you want to enjoy the free traffic that goes along with those rankings –you’ve got to have high-quality backlinks. Getting other webmasters to link to your site isn’t always easy; website owners usually aren’t in a hurry to send their visitors elsewhere. Here are a few steps that can give your link building campaign a head start.
- Contact the manufacturers of the products that you sell. Ask those manufacturers to link to you as an authorized distributor.
- Search online for informational guides relating to your industry. Find a popular guide with a large number of inbound links and write a new guide that’s even better. Ask the websites that link to the older guide to link to your more current guide instead.
- Conduct original research on a topic by interviewing an expert or running a survey. When you publish the article, ask bloggers and website owners to read and consider linking to it.