how shopify used google to build a 135b business with timestamps YoutubeScribe.com

[0:00] Shopify is freaking massive $1 135
[0:03] billion bam they just went parabolic
[0:06] here 2.6 million monthly Organics to 13
[0:10] million and so that kind of makes me
[0:11] wonder what did they do hey I'm Sam o
[0:14] and I'm a digital marketer of 17 years
[0:16] today I'm going to try and reverse
[0:18] engineer shopify's marketing strategy to
[0:20] figure out how they grew to become the
[0:23] Behemoth that they are today Shopify
[0:25] owns a huge chunk of the market share
[0:27] for e-commerce platforms so how do they
[0:30] do it I have no clue but that's what I'm
[0:32] going to do today here we go so the
[0:34] first thing I'm going to do is I am
[0:36] going to check out their organic traffic
[0:37] strategy this is just mad it doesn't
[0:40] look like much but they went from around
[0:42] 500,000 Organics all the way up to 2.5
[0:45] and then all of a sudden bam they just
[0:47] went parabolic here 2.6 million monthly
[0:50] Organics to 13 million and so that kind
[0:53] of makes me wonder what did they do so
[0:56] I'm going to head over to the top page
[0:59] report and this is going to show us the
[1:01] pages that drive the most search traffic
[1:04] to Shopify site and unsurprisingly the
[1:07] top page is their homepage so people are
[1:10] searching for the keyword Shopify uh
[1:12] according to H's 1.2 million monthly
[1:15] Organics which is just wild in a
[1:16] testament how well they've actually
[1:18] grown their brand this is pretty cool
[1:20] this is a free tool on a business name
[1:22] generator that drives an estimated
[1:24] 360,000 monthly organic search visits uh
[1:28] I sell blue paint it's all right so Blue
[1:32] Haven paints wave okay so let's look at
[1:35] Blue Haven paints and I bet you that
[1:36] this is going to go towards the signup
[1:38] page yeah so start your free trial so
[1:41] that's basically what they're doing and
[1:42] if you think about it if somebody is
[1:43] searching in Google for business name
[1:45] generator shopify's page ranks at the
[1:47] top there Shopify gets a new trial and
[1:49] then they probably have a funnel that
[1:51] will work to convert that person into an
[1:53] actual Shopify customer so I really like
[1:55] this idea and I bet you there's actually
[1:57] a lot of tools that they've uh created a
[2:00] logo maker and I bet you it's a similar
[2:02] funnel here so let's create our logo all
[2:05] right fashion I'm going to be a
[2:08] fashionista today and I want mine to be
[2:11] reliable reliable business oh cool all
[2:16] right so we got some logos here
[2:18] congratulations here's your new logo all
[2:20] right well looks like you got to create
[2:21] an account so that kind of makes sense a
[2:23] little bit further off on the business
[2:24] value side but I don't have access to
[2:27] their analytics which is why I'm using
[2:28] ads continue to go through their top
[2:30] pages so something like what is Drop
[2:33] Shipping that makes sense for them to do
[2:35] because a lot of people uh are drop
[2:37] shippers who use Shopify more tools like
[2:39] a Slogan Maker an interesting thing here
[2:42] a lot of like localized Pages here like
[2:46] India UK France and if I had to guess I
[2:50] bet you that they made a localized
[2:53] effort here and it boosted their search
[2:55] traffic so let's actually see what
[2:57] happened at this time we're seeing see
[3:00] here that their largest influx of
[3:02] traffic looks like it actually came from
[3:05] localization so like here um pH I think
[3:08] that's Philippines they've basically
[3:10] just translated the blog post into the
[3:13] native language here you see the same
[3:15] thing here for France it's that same
[3:17] logo generator thing but they've just
[3:19] localized it uh which makes a lot of
[3:21] sense and yeah so they're basically just
[3:22] driving a whole bunch of traffic from
[3:25] different countries through localization
[3:27] so like us is probably where they
[3:29] started and let's add some countries
[3:32] here and see what they've been doing
[3:34] yeah so right around that time of the
[3:36] traffic Spike it's most that huge spike
[3:39] in traffic is from localization I
[3:42] actually want to see if any of this like
[3:44] organic traffic growth has had an impact
[3:46] on what's most important their revenue
[3:49] so let us get the annual report for 2023
[3:52] first so I'm going to go to chat gbt is
[3:54] there anything in this about growing
[3:57] customers in other countries oh yes the
[4:00] report mentions growing customers in
[4:02] other countries well we you look at that
[4:04] Shopify emphasizes International growth
[4:07] and localization as part of its strategy
[4:10] huh and we reverse engineer that didn't
[4:12] we anyway key points includes
[4:14] localization and Shopify markets Shopify
[4:16] markets allows Merchants to manage
[4:17] localized storefronts in different
[4:19] countries and that's probably why they
[4:21] localized by localizing to for example
[4:23] India they can use their Point of Sales
[4:25] system there Shopify payments has been
[4:27] expanded to 23 countries with a focus
[4:29] focus of on International Adoption you
[4:32] hear that International Adoption that's
[4:33] very clear and that's also shows in
[4:36] their search traffic and why they like
[4:37] 6X 8X or whatever it was over 75% of
[4:41] eligible Merchants now use Shopify
[4:44] payments and even if they take .1%
[4:49] .1% that's almost $236 million in
[4:53] additional Revenue when they're
[4:54] processing that much in payments every
[4:57] single year just to take a fraction of a
[4:58] percent is all they need to make a
[5:00] significant impact on their revenue
[5:02] growth usually what happens with these
[5:04] larger companies is they find what works
[5:08] and then they scale it like crazy and I
[5:10] think that's kind of what Shopify did
[5:12] here is they were basically doing the
[5:14] you know riding the SEO train here so
[5:17] 444 and over like 2 3 years they hit 2.8
[5:21] million which is really impressive they
[5:22] find that magic bullet of like hey let's
[5:24] try to localize and see what happens and
[5:26] then bam 13 million wild ban and so you
[5:30] know they'll probably stay around here
[5:32] and for a company like Shopify yeah like
[5:34] their organic search presence is is
[5:36] massive but there's definitely going to
[5:38] be more to it I want to dig now into the
[5:41] paid search part yeah so let's look at
[5:43] paid search and we can use H for this
[5:45] too they're also actually getting a ton
[5:47] of traffic from Paid search so what is
[5:50] it that they're paying for the average
[5:53] traffic cost was $1.2 million in paid ad
[5:57] spend this is an estimation but
[6:00] still like that's a lot of money maybe
[6:01] not if your company's worth $135 billion
[6:04] but you know it's still a decent amount
[6:07] so let's see what they are doing let's
[6:09] go to their paid Pages report here looks
[6:12] like they're sending most of their paid
[6:13] traffic to localized Pages oh that's
[6:16] interesting so when you pay for search
[6:18] ads traffic to the US is usually going
[6:20] to cost the most same with the UK same
[6:23] with Canada same with Australia you know
[6:25] people are going to be spending you know
[6:27] money here and so people know that they
[6:29] can bid on ads and potentially get
[6:32] positive Roi from their ad spend but
[6:34] Shopify is not doing that uh they are
[6:36] advertising to places like India and
[6:38] Brazil there's massive traffic there but
[6:40] conversion rates are usually much lower
[6:42] here but the cost of clicks is also very
[6:45] much lower here too for example you
[6:46] might bid on you know best e-commerce
[6:48] store and in the US that might cost $6
[6:51] to get one click but in India you might
[6:54] actually end up spending like 15 cents
[6:56] so basically what Shopify has done is
[6:58] they've created these paid Pages which
[7:00] are you know more or less all the same
[7:02] so we have one here from India and we
[7:06] have one here from Brazil and it's not
[7:10] just that they've translated the actual
[7:12] language itself but if you scroll down
[7:15] you'll see these companies here the
[7:17] company names are actually different
[7:20] because these are probably companies
[7:22] that people in India might be more
[7:23] familiar with and that makes a whole lot
[7:25] of sense from a conversion standpoint
[7:26] they're advertising to Pages where
[7:29] there's likely to be a conversion event
[7:30] like a free trial which is like all of
[7:32] these top pages here so that's basically
[7:34] what's happening with her paid pages in
[7:36] terms of paid traffic yeah they've done
[7:39] a really good job with that they've been
[7:40] very intentional with their paid ads
[7:42] using social proof with companies that
[7:45] people in that local would actually
[7:46] recognize and might be convinced to
[7:48] actually make a conversion event but
[7:50] anyway that is it for Google search paid
[7:53] ads at least and we'll take a look at
[7:56] their Facebook ads do not use Shopify
[7:59] they won't help me and I'm out of a lot
[8:01] of
[8:02] money spicy spicy they haven't posted on
[8:05] their Facebook social accounts since uh
[8:08] June 22nd 2022 so 2 and a half years ago
[8:11] uh I'm not seeing anything here what the
[8:13] heck there's a picture of me here huh
[8:16] look at that all right going back to
[8:19] what I was looking for page is currently
[8:21] running at so yeah they're not using
[8:22] their Facebook page for engagement at
[8:24] all anymore but they are using it for
[8:26] ads so let's go and look at their ad
[8:29] Library and see what Shopify is up to
[8:32] they have a ton of ads ah similar
[8:34] Regional ads so you see that they're
[8:36] actually pushing point of sale to local
[8:38] local businesses and it makes a whole
[8:39] lot of sense because what I would guess
[8:41] is that local businesses are less likely
[8:43] to turn they're not advertising sales
[8:44] related things here or like free trial
[8:46] so much as you saw in their paid ads
[8:49] let's look at uh YouTube hey who's that
[8:52] guy right there huh yeah that's me
[8:54] anyway uh Shopify let's look up Shopify
[8:57] you can see here they have 445,000
[8:59] subscribers but then they have these
[9:01] testimonials and like they're getting
[9:03] like 212 views and so I feel like I
[9:06] don't know what they're trying to
[9:08] accomplish here personally what I would
[9:10] do if I were Shopify is I would use this
[9:13] channel more as a place to have like
[9:15] tutorials for Shopify like how to do
[9:18] things on Shopify and I bet you if we
[9:19] look at their popular videos yeah so
[9:21] these are probably from ads what I would
[9:23] love to see from Shopify is to actually
[9:26] create tutorials that are specifically
[9:28] for Shopify like how to use Shopify and
[9:31] that's something that we've actually
[9:32] done here we have many channels so we
[9:35] have this channel uh that you're
[9:36] watching now and then we also have one
[9:38] called atre's Product updates and every
[9:43] week we have Rebecca she creates these
[9:45] videos on new features that we've added
[9:48] to our software the better that you can
[9:50] teach people to use your platform the
[9:53] more likely they're going to stay for
[9:54] longer and that is good when you run a
[9:57] recurring Revenue business model right
[9:59] makes a lot of sense so basically
[10:01] shopify's main Channel more or less like
[10:04] a nothing burger like I I don't think
[10:06] they're really doing much here but I
[10:08] know that they have a second Channel
[10:11] called learn with Shopify this channel
[10:14] is doing well and they've they've gone
[10:17] with a talking head tutorial uh type
[10:20] Channel 1.5 million monthly views 19,000
[10:24] subscribers in the last month they've
[10:27] gone and they've taken all their blog
[10:28] posts and then they've created videos on
[10:31] them so they've repurposed them and then
[10:32] they're going to go and they're going to
[10:33] embed that video into the blog post so
[10:36] let's go and test my theory here what is
[10:39] Drop
[10:40] Shipping boom makes a whole lot of sense
[10:43] and so that's kind of their their
[10:44] strategy here is if you have a Blog that
[10:48] has a lot of traffic if you have a lot
[10:49] of content in there you can very easily
[10:52] repurpose these into videos and reach an
[10:55] entirely new audience on YouTube and
[10:58] that's what we actually did when I
[11:00] started this channel is I went to our
[11:02] blog I looked at where we were getting
[11:04] traffic exact same thing and so Shopify
[11:08] I don't think you're watching this video
[11:09] but if you are I think what would make a
[11:11] lot of sense is to do this for your
[11:13] localized videos if they were to create
[11:16] Shopify es or Shopify Spain channel do
[11:19] they have one I doubt it yeah so they
[11:22] don't have it and so like other people
[11:24] are taking that traffic when they can
[11:25] own it Shopify if you do that you can
[11:27] send me a check okay I I won't refuse
[11:30] marketing usually isn't about new and
[11:32] exciting things it's about finding what
[11:35] works for the business and then
[11:36] repeating it over and over and over
[11:38] again systemizing it and eventually
[11:40] scaling even when we started our YouTube
[11:42] channel we started making just tutorials
[11:44] and it was like watching paint dve but
[11:46] the thing is that things continue to go
[11:48] up and to the right and we grew very
[11:50] quickly Shopify did the same thing with
[11:52] their blog and now their blog is at a
[11:54] place where they've gotten a ton of
[11:55] traffic what do they do they localized
[11:57] and then they got even more traffic and
[11:59] then what did they do they took that
[12:00] over to a different platform with their
[12:02] learn with Shopify Channel and they've
[12:04] now created this channel that is getting
[12:05] a whole bunch of YouTube search traffic
[12:08] targeting the same keywords that they're
[12:09] getting from Google now if you want to
[12:11] take after shopify's model and you want
[12:13] to learn how to grow traffic to your
[12:14] site using search then you can take our
[12:16] free SEO course for beginners right here
[12:19] on YouTube

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