For an eCom brand, Instagram ads have long been a go-to tool for driving traffic, building brand awareness, and boosting sales. However, as advertising costs rise and algorithm changes become more frequent, brands are starting to realise the need for a more sustainable, long-term approach to marketing. A combination of SEO and Brand PR activities can help eCommerce businesses reduce their reliance on Instagram ads and create a more diversified, robust marketing strategy.

Step 1: Understanding the importance of SEO & Brand PR

Before diving into the specifics, it's essential to understand why both SEO and Brand PR play crucial roles in the growth of your eCommerce brand.

• SEO is the practice of optimising your website to rank higher on the SERPs for relevant queries. This organic traffic is highly valuable because it comes from people actively searching for solutions, products, or services like yours. SEO includes on-site work (like keyword targeting and content creation) and off-site strategies (like link-building and social signals).
• Brand PR is the strategic effort to build and maintain your brand’s reputation and visibility through earned media coverage. By securing media placements, influencer collaborations, and positive reviews, Brand PR helps your brand establish credibility, trust, and authority in your niche.

When combined, SEO and Brand PR provide the credibility and visibility needed to generate long-term, sustainable growth while reducing dependency on paid advertising.

Step 2: Start with Comprehensive SEO Research

SEO starts with understanding your target audience, the keywords they’re searching for, and the content that ranks for those queries. Here’s how to get started:

1. Conduct Keyword ResearchUse tools like Google Keyword Planner, SEMrush, or Ahrefs to identify the search terms your target customers are typing into search engines. Focus on a mix of short-tail (broad) and long-tail (specific) keywords. For example, an eco-friendly skincare brand might target broader terms like “natural skincare” and more specific ones like “best eco-friendly moisturisers for dry skin.”
2. Competitive AnalysisAnalyse the sites of your competitors to see which keywords they’re ranking for, what content drives their traffic, and how they’re positioning themselves in the market. This will help you identify gaps in your own content strategy and discover opportunities for ranking.
3. Optimise On-Page ContentOnce you have your keyword list, begin optimising your product pages, blog posts, and category pages. Include targeted keywords naturally within page titles, meta descriptions, headings, and body content. Don't overstuff keywords, as this can hurt your rankings. Ensure your content is helpful, well-structured, and designed to meet user intent.

Step 3: Invest in High-Quality Content Creation

Creating valuable, engaging, and informative content is key to both SEO and Brand PR efforts. Here’s how content can work for both:

1. SEO Content StrategyCreate blog posts, guides, videos, and infographics that answer common questions and address customer pain points. For example, if your eCommerce brand sells pet products, a blog post on “How to Choose the Right Dog Food for Your Pet” can rank for informational searches and drive organic traffic.
2. Long-Form ContentHigh-quality, long-form content (e.g., 2,000+ words) tends to rank better on search engines. Consider creating comprehensive product guides, how-to videos, or expert roundups that provide significant value. These pieces of content can also be repurposed into smaller social media posts or email newsletters.
3. Content for PR OpportunitiesTo leverage content for Brand PR, develop press-worthy materials like research studies, trend reports, or new product announcements that can catch the attention of journalists and influencers. These can serve as the foundation for pitching media outlets or securing backlinks (which also help with SEO).

Step 4: Leverage Brand PR to Build Credibility and Trust

Brand PR is an essential tool for building your eCommerce brand’s reputation without relying on paid ads & social channels. By getting your brand in front of the right media outlets, influencers, and industry figures, you can gain exposure that attracts customers and builds credibility. A few ways to do this:

1. Pitch Journalists & Bloggers: Reach out to journalists and bloggers who cover topics related to your industry and offer them compelling story angles. Whether it’s a new product launch, a behind-the-scenes look at your brand, or a unique partnership, media coverage can drive traffic to your website and build brand awareness.
2. Secure Product Reviews: Collaborate with trusted influencers or bloggers who can review your products and share their experiences with their followers. Genuine product reviews from influencers in your niche provide social proof, which can increase trust and conversions on your e-commerce site.
3. Utilise Press Releases: Regularly distribute press releases about key milestones in your business—such as new product launches, partnerships, or sustainability efforts. Press releases can help generate coverage in major publications and drive organic traffic to your site.

Step 6: Foster Ongoing Relationships

SEO and Brand PR are not one-time efforts; they require ongoing attention and maintenance. Here’s how to keep the momentum going:

1. Monitor SEO Performance: Regularly track your rankings, organic traffic, and backlink profile. Use tools like Google Analytics and Google Search Console to keep an eye on your performance and identify areas for improvement. Continue to refine your keyword strategy based on what’s working.
2. Maintain PR Efforts: Keep nurturing relationships with journalists, influencers, and bloggers. Regularly pitch new story ideas and updates about your brand. Continuously seek out new PR opportunities that align with your growth goals.
3. Engage Your Community: Engage with your audience through social media, email marketing, and customer reviews. Building a loyal community helps reinforce your SEO efforts by generating user-generated content and social signals, which can positively impact your rankings.

Step 7: Gradually Reduce Reliance on Instagram Ads

With a robust SEO strategy and ongoing Brand PR efforts, you’ll start to see an increase in organic traffic and brand visibility. As your SEO rankings improve and your reputation grows through media coverage and influencer endorsements, you’ll gradually reduce your reliance on all paid media.

While Instagram ads can provide short-term results, relying too heavily on them can be risky for eCommerce brands in the long run. By strategically integrating SEO and Brand PR into your growth plan, you can reduce that dependency and build a foundation for sustainable success. Through organic search traffic, media coverage, influencer collaborations, and a commitment to providing value, your brand can grow its online presence, foster meaningful customer relationships, and thrive without constantly having to pay for ads.

By focusing on these two powerful strategies, your e-commerce brand will be well-positioned for long-term growth and success.

If you’d like to have a no-obligation conversation and see how you can scale your organic growth, reach out to us today!