Hello, I created a website (ez-et.com) to try to promote a failing product I have on Amazon. And I started doing free giveaways of my product, to try to promote my website, and I have gotten some traffic from various free giveaway websites.
See attached image that shows my Google Search Console and Google Analytics for last month (May 1st to June 1st).
I am pretty new to Search Engine Optimization (SEO), so my question is pretty basic. Shouldn't I see a gradual rise in my Google impressions and avg. position?
Any advice is much appreciated.
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The free giveaway websites might land you some traffic, but I highly suspect it will give you any kind of SEO boost.
When it comes to SEO, there are two main things that really help you rank:
– Quality, original, and relevant content to your niche.
– Relevant and genuine backlinks from relevant websites (in your case, travel-related website and blogs).
There are other factors, like having a fast and responsive website, for example, but the content and the backlinks are the most crucial to the process.
And even if you got these right, the process takes few months before starting to see real measurable results.
thanks, I need to keep working on all of the points you mentioned, and give it some more time to see if results happen.
I think you've approached it wrong. I know that's not the news you want to hear, but… let's look at it a bit and see if we can land on something.
You've got a Traveler's Coffee Kit – something for being able to make (presumably) good coffee when you're not at home. The important thing here is the "Coffee Kit" – but the site you've built is about Traveling.
I get your reasoning here – it makes perfect sense. People who travel are the target audience because those who are on the road are the ones who need a way to get good coffee when on the road. If they are reading and interested in your travel article, you've qualified them as a potential customer for your product and now you can convert them to a sale. Great logic – it makes sense and should work.
The flaw is that "Travel" is one of (if not the absolutely) the most competitive SEO niches on the web. You're competing against juggernauts who spend hundreds of thousands, if not millions of dollars to compete in this field. I work for a small company/team of web marketers/developers/designers and we'd never even attempt to do a travel site for a client – we just don't have the resources to be able to properly do the job they need. Trying to do so on your own with limited knowledge about Search Engine Optimization (SEO) and all that would be even more impossible.
My advice would be to turn it around. Your focus is "coffee kits" (which happen to be useful for travelers) and not "travelers" who might be interested in a coffee kit. I'd probably keep the idea of your stories of travel – but organize them in appropriate niches that people may have… "Coffee kits for… people on the road for work, people on vacation, people camping/in the wilderness, etc. etc.
Play up your "not for profit" and what you are doing with the proceeds too. People love that stuff. It's a great angle to leverage.
What you've got there is the right idea – it's just sort of upside down. Structure the kits first with the "travel" bits as supplemental info. Do that with navigation, structure, what you feature on the home page. It's all there, it's all a good idea – it's just not presented properly, IMO.
Hopefully this stuff will give you some ideas and direction that you can use. Best of luck!
Thanks so much yeah, after someone put a tons of work into something, they hate to hear it was not done right. But I have to admit, I agree with you. The site before was just about the coffee kit, then I did a redesign trying to target travelers, and yep, then I learned how competitive the travel niche is.
I am going to give some thought about not trying to be a travel site, but for now I need to just have to work with what I have. But Truslow very nice of you to put so much thought into my product and site (my dilemma) 🙄.
The trick really – and I'm not sure how to approach it – isn't necessarily to scrap anything or even not be a travel site. It's to figure out how to be a "Coffee Kit" site which features "Travel Information and Tips." I love the concept and it should work over the long run. It's just in the way you're presenting it structurally. Don't be afraid to feature who you are and what you are really trying to do. Then back that up with all the great advice, info, links, and stuff that you have.
Again – I'm not exactly sure how I would approach it – but I'm not suggesting that you have to scrap things. I'm just suggesting that you don't need to be afraid of being who you are and saying what you want – and in return, they'll get some great info, they'll know that their money is also going to a good cause, and that with all that, they're getting a pretty cool product, too.
You're just "moving things around" – not scrapping everything and starting over.
Thomas ✍️ » Truslow
Yeah. The coffee kit for charity as the main focus, thanks again Truslow, your last comment sounds perfect. 🙂
is absolutely right about the travel niche. Now, personally, I've worked for lots of clients in the travel niche, everything from the largest package holiday supplier to the custom safari experiences, and even out to the peripherals like airport parking, etc. And I've turned away probably 50 prospects who just didn't have the budget (or product differentiation) to stand a chance for EVERY single client I accepted.
It's not that the small sites can't get traffic. Fact is that travel blogs actually dominate the market in terms of what influences the consumers, and the biggest tour operators and brands in the travel business have been dealing with that for over a decade. It's that there are literally millions of those travel blogs, each influencing a few people, but rarely enough to directly monetise for a living.
It's a lot like the classic situation of "The Tragedy of the Commons" where collectively everyone is over-grazing the available pasture, but individually each creature there is malnourished and struggling.
What I can tell you for certain is that every single one of the good and big agencies will have at least one client in that space, and so you will absolutely be competing against entire teams of experienced and well-funded SEO users.
Progress is slow, expensive in resources, and uncertain, any one of which would make it a bad choice for a bootstrap startup.
Now, a friend of mine, Mike, is a bit of a coffee fan, and travels a fair bit, and I happen to know he has a little coffee-making kit that goes to hotels with him. I know that because he's talked about it at various times on social media.
So here's my first question for you to think about: Why don't *you* know about Mike? Why aren't you tracking social media platforms for mentions of the word coffee and the word travel or hotel or camping, in the same tweet or post?
Why aren't you partnering up with some of those MILLIONS of travel bloggers to have them, who collectively out-perform the biggest travel companies on the planet for audience reach and influence, possibly promoting your product, or at least reviewing it?
Good reply from Ammon Johns (as ever!) – cheers for the mention and yup, coffee kit (abd sometimes a nutribullet!) is often part of my hotel kit! Hahaa. Ammon makes some very good points for sure! Use social listening to find true influencers, connect/partner with them in some way (be creative!), be more agile & nible than some of the larger brands can. You can't beat them on marketing budget, so to succeed, you HAVE to beat them on creativity. Try stuff – if it doesn't work figure out why or drop it and try something else – with any of it, remember this is about PEOPLE… so don't just aim for a link, aim to network – you'll get a lot more long term value!
I have contacted most all of the most popular blog sites, just to ask them if they would share about the product. A few did help me with a little exposure. But I didn't look to partner with them, but that does sounds like it could be a solution. I have thought that getting in contact with the right coffee influencer would be a good idea. I am really open to any idea that might work. I have tried so many ways to try to make this work. But I will keep trying, like you said, Try stuff – if it doesn't work figure out why or drop it and try something else.
This is all really cool, all of this advice. I so much appreciate it!
Ammon Johns 🎓 » Thomas
asking them to share is okay, but it puts the frame around the situation that you're asking a favor – and believe me, they probably have so many people begging for links, guest posting, etc, that many of them are finding their generosity worn really thin.
Remember what I already told you – millions of bloggers, most of whom are barely covering hosting, and very, very few of whom are actually making a living. Offering them one of the exclusive places on your affiliate program, and a chance to earn more money through a percentage of every sale (which they can boost massively simply with a bit of product placement in their content and travels) turns that around.
forgot to mention, I did offer around 150 of the most popular travel bloggers a free coffee kit. I had around a half dozen accept my offer. But I free coffee kit isn't much. And I believe you are right, that have many people contacting them, so offering them more is needed I think.
Ammon Johns 🎓 » Thomas
and always, always remember that when you give something away for free, you're telling them it's real value, what you actually believe they are willing to give you for it, is zero.
Free giveaways are an over-used tactic that often backfires. Instead always phrase free in a way where they can see that it's simply a deal of barter rather than cash. Like the 'free taster' they know is not really free, it's an attempt to get them hooked.
A model given for them to review is dependent on them giving it the review.
Never brand your product as worthless (free). 😃
That brings me to the next part – demographic. Again, Truslow already touched on the fact you've gotten hung up on the word travel, instead of the money part of coffee kit.
Your market is not everyone who travels. Far from it. Your market is almost certainly mostly business travelers. That's because most simple tourists and holiday makers already struggle to pack enough stuff for their vacation, and the last thing they even want to think about is trying to pack a coffee making kit (especially when for many real-life cases, that vacation is the one time one of them feels they are getting away from having to cook and do housework).
You want the business travelers, who are traveling often enough to miss good coffee, often enough to have seen what those Starbucks bills are adding up to, but for short enough visits that packing some extra kit is easy and not an issue. That's your bread and butter market right there. And they are not doing the tourist-y, vacation-y things your travel site talks about.
Think about how to target professional traveling salesmen, professional conference speakers, and even professional tour-guides. Think about the information THEY would want.
Again, agree with Ammon Johns here. What about trying to reach the digital nomad niche? 1) They travel, 2) They are digital – high % of digital folks are coffee friends! 3) they often like gadgets and 4) often have social & newsletter followers they can influence. Might not work – but I'd certainly TEST something around this niche 😉
I guess my target market was decided out of my own experiences, so I might have overlooked some people. like business travelers. The digital nomads would also be really good. I have traveled a lot and stayed in lots of cheap hotels and hostals. Usually only bad coffee or no coffee in the room in the morning. So I always had a simple coffee kit with me.
I really believe there are many different types of people that this could be useful for. For me the the difficult part is"how to target".
I'd say in that case, create target personas or buckets – test to see who performs best. Also look for demographics with disposable income to impulse buy kits like this – as Ammon says, business folks would buy stuff like this without much of a 2nd thought. I've said in some decent hotels only to find instant coffee in the rooms (urgh!)… messaging may need to be slightly different for each demographic bucket. Don't try too much of a one size fits all, or you'll find you just end up with nobody identifying!!
Want a quick way to test demographics? Spend a few quid on FB ads, split to 3 or 4 demographics, have a small funnel and segment results 😉 where performs best – spend time targeting blogs THEY read and put organic efforts where results are more proven that way 😉
You all gave me so much to think about. My mind is racing. I am in Thailand now, so it it getting a little late, almost time for me to close my eyes and rest my brain. But please feel free to add any additional thoughts or ideas you might have.
I so much appreciate it. 🙂 ☕
Everyone hit you from one side, I’ll hit you from the other 😆
I don’t know how much effort you want to put into this product, but if you want it to be successful, you will need some good copywriting and much better and more interesting photos. A good video wouldn’t hurt either.
When I look at your product on Amazon, nothing is grabbing me. There has to be a main focus point that someone will understand.
Is it the best, most high quality portable coffee kit ever made? (Show how it is) ➜ Solid billet CNC milled titanium grinder with ceramic gears, and solid gold handle?
Is it the lightest, smallest, and easiest to pack?
(Show how it is) ➜
You can pick it up with a single hair. Or it weighs less than an apple.
Very good points here by Steven. You need both components really – A solid product & a good marketing & sales plan, targeting at the right demographic(s).
all great advice! I have tried so many ways so far, but kinda ran out of energy today. I woke up with a headache this morning thinking about all of this.🙄 but I'll not give up.👍 I think the next thing I will try is getting in contact with some coffee influencers. gotta work with what I have for now as far as Search Engine Optimization (SEO), but give lots more thought about what I should change in the future.. but for sure, the coffee kit being the main focus, not travel.