Lectric eBike, an electric bike ecommerce company, has achieved remarkable success in increasing their organic search traffic from 37,000 to 210,000 clicks per month. By targeting high-search commercial keywords and implementing a strategic digital PR and SEO approach, Lectric eBike has secured top rankings on Google and significantly enhanced their visibility in the competitive market.
The Background: The Brand
Lectric eBike is a rapidly growing electric bike company in the U.S., having sold over 400,000 eBikes in the last four years. Their Lectric XP bike is currently the third most popular EV in the country. However, in January 2022, the company was struggling with low organic traffic and had no significant keywords ranked in the top three positions on Google.
Organic Performance Details
Through their strategic efforts, Lectric eBike has seen a tremendous increase in organic traffic. They now rank in the top three positions on Google for highly competitive commercial intent keywords, such as “electric bike” with 246,000 average monthly searches and “eBike” with 90,500 average monthly searches. Additionally, branded keywords like “Lectric eBike” have generated over 150,000 organic clicks.
Non-brand Keyword CTR
Ranking in the top three positions on Google generates the majority of clicks, indicating that higher rankings result in more traffic. While this study focuses on standard blue links and not feature snippets, it is safe to assume that ranking higher in any listing type will drive strong click-through rates.
Branded Keyword CTR
Branded keywords have a high click-through rate, especially when ranking in position one. With a 60% CTR in position one, these terms often have a higher conversion rate. While phrases containing the brand name may have lower search volume, they can generate significant traffic and provide a higher return on investment.
Why does Lectric Rank in the Top 3?
Lectric’s success in ranking high on Google can be attributed to the relationship between brand mentions, referring domain links, and organic traffic growth. As the company secured more links and brand mentions, their brand search volume increased, leading to improved organic traffic. This correlation highlights the importance of considering all measures when analyzing non-brand rankings.
What Type of Coverage Did Lectric Receive?
Lectric gained media coverage across each stage of the audience’s journey, from the awareness stage to the decision stage. Media articles in environmental and lifestyle outlets introduced the concept of eBikes and highlighted Lectric for its innovation and environmental benefits. Comparative reviews, expert blogs, and customer testimonials showcased Lectric’s advantages over competitors and solidified buyer decisions.
Integrating Digital PR and SEO
Lectric’s success can be attributed to their integration of digital PR with SEO efforts. By strategically securing media coverage and links throughout the audience’s journey, Lectric enhanced their organic visibility and search rankings. Consistent, high-quality media coverage was crucial in driving these improvements, emphasizing the importance of an integrated digital PR and SEO strategy.
What This Means for Your SEO Strategy
If you want to achieve similar results to Lectric, it is vital to focus on understanding key media touchpoints and messaging across the entire audience journey. Identify the media outlets your target audience consumes at each stage of their decision-making process. By integrating digital PR and SEO, you can effectively market your website through media coverage, securing links and brand mentions that drive organic visibility and brand searches.
Conclusion
Lectric eBike’s success story provides valuable insights for ecommerce businesses aiming to enhance their organic search traffic. By targeting high-search commercial keywords, integrating digital PR with SEO efforts, and strategically securing media coverage across the audience’s journey, Lectric was able to achieve significant growth in organic traffic. Understanding the importance of media touchpoints and messaging throughout the customer journey is essential for maximizing visibility and driving results in the highly competitive online market.
