Ecommerce Q&A Case Study - Pest Control - Q&A Accounts for 48% of Organic Traffic (and growing)
We love the customers who started with us a long time ago AND they've been committed to taking care of their customers. In these cases.....we've seen their traffic explode over the years. Sometimes the explosion with Google's updates has been quite dramatic....like during the August update for this customer where you can see what happened on July 18th as Google started rolling out their "August Core Update".
IMPORTANT NOTE: The below charts are a pest supply company, so they have natural peaks/busy season during the summer when the bugs are out...and then they have natural lull in traffic in the winter time....so account for that when you're looking at the declines in traffic as the "busy season" ends. But...as you'll see below....the beginning of that slow season took a dramatic shift during Google's core update.....
See here:
What is great about this customer, is they sell products but they also have a services side of their business....so they actually use the products that they're selling and know a TON of great information about those products. They've always just serviced those customers well through answering their questions. It's paid of....see the Q&A activity over the last 3 months in Google search console (only shows Q&A knowledge base):
and now look at the rest of their site (minus the Q&A content) and what those numbers look like:
Again, the first chart is ONLY their Q&A knowledge base (powered by Answerbase) and the second chart is the rest of their site (product pages, category pages, etc....everything other than the Q&A content).
Let's Do Some Math
So....what this breaks down to is this:
Higher Position and Higher CTR
Also notice that the position and the click-through rate of the Q&A content is both better than the rest of their site.
Conclusion
For customers who have created great content that is actually providing value for the planet, servicing real people with great answers.....we've seen over time that the organic traffic to that content is somewhere between 10% to 50%. We're seeing more examples of between 20% to 50% of organic traffic. The bottom line is, Google needs good information, AI needs good information....and they need to source those experiences from real people if it's not been communicated yet. If you communicate that great information on your site, you will be rewarded over time.
IMPORTANT NOTE: The below charts are a pest supply company, so they have natural peaks/busy season during the summer when the bugs are out...and then they have natural lull in traffic in the winter time....so account for that when you're looking at the declines in traffic as the "busy season" ends. But...as you'll see below....the beginning of that slow season took a dramatic shift during Google's core update.....
See here:
What is great about this customer, is they sell products but they also have a services side of their business....so they actually use the products that they're selling and know a TON of great information about those products. They've always just serviced those customers well through answering their questions. It's paid of....see the Q&A activity over the last 3 months in Google search console (only shows Q&A knowledge base):
and now look at the rest of their site (minus the Q&A content) and what those numbers look like:
Again, the first chart is ONLY their Q&A knowledge base (powered by Answerbase) and the second chart is the rest of their site (product pages, category pages, etc....everything other than the Q&A content).
Let's Do Some Math
So....what this breaks down to is this:
- Q&A Content: 31,300 organic clicks
- Rest of Ecommerce Site: 34,400 organic clicks
- Total Organic Clicks: 65,700
- Percentage of Organic Clicks to Q&A Content: 47.6%
Higher Position and Higher CTR
Also notice that the position and the click-through rate of the Q&A content is both better than the rest of their site.
Conclusion
For customers who have created great content that is actually providing value for the planet, servicing real people with great answers.....we've seen over time that the organic traffic to that content is somewhere between 10% to 50%. We're seeing more examples of between 20% to 50% of organic traffic. The bottom line is, Google needs good information, AI needs good information....and they need to source those experiences from real people if it's not been communicated yet. If you communicate that great information on your site, you will be rewarded over time.
