eCommerce Organic Search vs. Social with Rand Fishkin

In episode 125, I brought in a heavy hitter when it comes to SEO, Rand Fishkin, co-founder of Moz and founder of Sparktoro. I wanted to look at both organic search and social when it comes to your online store. With Rand’s deep dive into data, he answered these questions.

• What does the data show us when it comes down organic search vs. social for conversions?
• Is social more effective as an impulse buy?
• What strengths does social add to bringing both customers and conversions to your online store?
• Can you give us your top tips for organic search vs. paid ads?
• How impactful is voice search going to be for the future of eCommerce?

You can read an edited transcript of this interview here.

Since I heard Rand present earlier this year at Digital Summit Seattle earlier this year I have been paying particular interest in the data he has been sharing around organic search, social and search in general. Lots of interesting stuff going on.

I started out by keeping it general, as I wanted him to share his perspective on what he is seeing when it comes to organic search vs. social. As he explains more in the podcast, we are seeing more search results being displayed within the Google results rather than having to click through to a post or other source.

Then I brushed the topic of how we humans react to search vs. social. For example, I shared my own thoughts on how when I need to buy something I am more influenced by search results then someone sharing it on social, since I look at that as more of an impulse purchase. Again, he shared some interesting thoughts on this and how powerful those reactions to social shares can be.

Of course I had to have him share what he believes are the real strengths in social when it comes to driving customers to your online store and making conversions. In addition, he gave good insights on how as a store owner you should approach organic search or paid advertisements.

I couldn’t let Rand get away without bringing up the subject of voice search and how that affects eCommerce. I was happy to hear that organic search is not going away anytime soon.

Lastly, I wanted to know more about his newest venture, Sparktoro. He is passionate about this new startup and has approached a way to help you discover how you are reaching your audience with your websites, blogs, podcasts, social accounts and publications. And if anyone can write a book about the startup world, it’s Rand. His new book, Lost and Founder is described as a painfully honest field guide the startup world. If you are in that space, considering diving in or it piques your own interest, I would certainly recommend it.