Ecommerce Q&A SEO and GEO Case Study - Automotive Parts Store - 17.6% of Traffic From Q&A Content
We've seen the Q&A content notably grow in importance with Google's shift towards "people first helpful content" and since AI needs to feed on this quality "people first" content to have any idea of what it's talking about. It feeds off content like Q&A to source the answers. We've seen this across various industries, and the automotive parts ecommerce merchants have also seen this lift. Let's dig into an example of a company in the auto parts space and what they've seen as Google's Helpful Content Updates and AI has changed the game of SEO and GEO.
Total Traffic to Ecommerce Store
To see what the Q&A content is doing...take a look at the store's traffic over the last 3 months where they had over 200K organic visitors to their site.
Now....let's take a look only at their Q&A knowledge base (notice the filter for URLs that contain "answers" which is where their Q&A knowledge base powered by Answerbase resides)
So...you'll see that the Q&A makes up a notable percentage of their overall traffic.
You can see that the Q&A content performing well is nothing new.....see the last 16 months chart of the Q&A section (under "answers") and how that has YOY growth in both clicks and impressions. Keep in mind that this is a seasonal business so they have their peak season during the summer and then it dips down during the winter....see here how that's played out over the last 16 months and compare the activity YOY:
And as that has continued to grow....it's a larger and larger percentage of their organic traffic. Let's dig into that a bit here.....
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.
Total Traffic to Ecommerce Store
To see what the Q&A content is doing...take a look at the store's traffic over the last 3 months where they had over 200K organic visitors to their site.
Now....let's take a look only at their Q&A knowledge base (notice the filter for URLs that contain "answers" which is where their Q&A knowledge base powered by Answerbase resides)
So...you'll see that the Q&A makes up a notable percentage of their overall traffic.
You can see that the Q&A content performing well is nothing new.....see the last 16 months chart of the Q&A section (under "answers") and how that has YOY growth in both clicks and impressions. Keep in mind that this is a seasonal business so they have their peak season during the summer and then it dips down during the winter....see here how that's played out over the last 16 months and compare the activity YOY:
And as that has continued to grow....it's a larger and larger percentage of their organic traffic. Let's dig into that a bit here.....
Let's Do Some Math
So....what this breaks down to is this:
- Q&A Content: 36,800 organic clicks
- Total Organic Clicks: 209,000
- Percentage of Organic Clicks to Q&A Content: 17.6%
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.
