Step 2: Increase Organic Traffic with Non-Brand Keywords
Thanks to our thorough marketing analysis, we were able to identify that direct traffic, approximately 60% of all transactions, was the major click channel. Organic traffic took second place with 35%. The remaining sources of relevant traffic had less than 5%, so we decided to test a second hypothesis - focus on organic non-brand keywords and try to spread them as much as possible within the company's channels.