How an ecommerce site increased commercial monthly organic traffic from 37K to 210k
See how Lectric eBike has transformed SEO to gain valuable insights for any ecommerce business looking to significantly enhance organic search traffic and compete in high-stakes markets.
At a glance
Massive traffic increase: Organic clicks rose from 37,000 to 210,000 per month by targeting high-search commercial keywords.
Top Google ranking : Secured top three positions for. competitive terms like “electric bike” (246,000 searches) and “eBike” (90,500 searches), boosted by strategic digital PR and a focus on the online audience journey.
Brand keyword efficiency : Increased brand-specific searches like “Lectric ebike,” by securing links and brand mentions in content at key touch points along the audience’s journey.
Integrating digital PR and SEO: Integrated digital PR with SEO efforts to enhance visibility and maintain prominent search rankings, using the audience journey to guide both on-page and off-page tactics.
Ecommerce SEO can be painful. You can try blog or informational content, links to category or product pages and rank well for informational content just to never see an impact on traffic with buying intent.
This is not the case with Lectric eBike, an electric bike ecommerce company. The site was able to:
- Rank in the top three positions of Google for commercial keywords that get up to 246,000 average monthly searches.
- Generated over 210,000 clicks per month by generating both brand and non-brand organic traffic.
They did all this with a heavy focus on digital PR and marketing-owned assets throughout the audience’s online journey to buy electric bikes.
This article examines Lectric’s SEO success and points out key methods for driving similar results in ecommerce or any vertical with high-competition keywords.
Background : The brand Read More
Lectric eBike is one of the fastest-growing electric bike companies in the U.S., selling over 400,000 eBikes in the last four years. Their Lectric XP bike is the third most popular EV in the U.S.
However, in January 2022, two years after designing their first electric bike, the site received only 37,000 sessions (Semrush) and no significant keywords ranked in the top three.
Let’s look at how Lectric completely changed its organic visibility in just two years.
Organic performance details
Organic traffic comes from both non-brand and brand keywords. Lectric ranks for highly competitive commercial intent keywords and brands in the top three positions of Google.
- Ranks in position three for “electric bike” with 246,000 average monthly searches, with an estimated 5,900 clicks (Figure 1).
- Ranks in position one for “eBike” with 90,500 average monthly searches, with an estimated 3,200 clicks (Figure 2).
- Branded keyword “Lectric eBike” has only 40,500 searches but generates 32,400 in traffic (Figure 1), with all branded keywords generating over 150,000 organic clicks (Figure 3).
- Organic traffic grew from under 40,000 to over 210,000 clicks from January 2022 to March 2023 (Figure 2).
Figure 1: Brand and non-brand keywords overview (Source: Semrush)
Figure 2: Organic traffic growth (Source: Semrush)
Figure 3: Brand search and traffic (Source: Semrush)
Non-brand keyword CTR
Ranking in the top three positions in Google generates the vast majority of clicks (Figure 4). Thus, ranking in the top positions is still a good goal.
Figure 4 (Source: Advanced Web Ranking)
Although this CTR study shows CTR for standard blue links and not the feature snippets, we can assume that ranking in the top spots in any listing type could drive strong CTR.
Additionally, ecommerce SERPs tend to have ads taking up some of the real estate, which can reduce organic CTR. Thus, this CTR study signifies that ranking higher means more traffic.
Branded keyword CTR
Branded keywords have a 60% CTR in position one (Figure 5) and may be higher with site links. In many cases, these terms have a much higher conversion rate. Even though phrases that contain “Lectric” have low total search, total traffic can be much higher and provide a higher ROI.
Figure 5 (Source: Backlinko)
News Collect By
Samia Afrin
Student of Business Administration
Dhaka City College
