When we think about “organic traffic,” it’s easy to picture only Google Search. But as small business owners ourselves, we’ve seen traffic arrive from some really unexpected places – and these spots don’t cost you a thing. Setting them up does take a little time, but we’ve found the return is more than worth it.
Let’s dive into five places where you can build visibility and grow traffic that you might not have been aware of.
1. Trustpilot – why it’s worth claiming your profile
People head to Trustpilot because they feel they’ll get the real story – businesses can’t hide their reviews there. That’s why it’s trusted worldwide, even if it’s still more commonly used in the UK, Europe and the US. Australian shoppers are increasingly checking it too, so it’s worth making sure your business shows up.
Claiming your free profile gives you a high-authority page that can rank in search results. And with AI now scanning review platforms that aren’t controlled by the businesses themselves, having a presence on Trustpilot gives you extra credibility (and visibility).
Quick actions:
- Claim your profile by searching for your domain – it only takes 10 minutes.
- Fill out your business details and add your website link and take time to fill out your business description.
- Actively collect reviews through their free monthly invites.
- Respond to reviews (good or bad) – engagement shows you care.
2. Google Merchant Centre – free visibility in Search & Shopping
Yes, you can pay for Google Shopping Ads – but Merchant Centre also offers free visibility. Once you’ve uploaded your product feed, your products can appear in Google Search and Google Shopping without you spending a dollar.
The big bonus here is that you don’t have to rely solely on your website’s CMS (content management system). In Merchant Centre itself, you can further optimise:
- Add extra product details (categories, attributes, even different images).
- Clean up titles and descriptions.
- Test variations to see what gets better clicks.
- Apply for verified business status for an extra credibility boost.
This means you can push more visibility without touching your actual product pages – super handy if your CMS setup feels limiting.
Quick actions:
- Open a Merchant Centre account and upload your feed.
- Dive into Merchant Centre to tweak product titles, categories and images.
- Verify your business to build trust and stand out.
3. Payment provider & app directories – AfterPay and Shopify Shop
If you offer AfterPay, don’t just set it and forget it. AfterPay has a directory where users can actively search for stores. You’ll need to manually request to be listed via the AfterPay Business Hub. Once you’re in, it’s free visibility to shoppers who are already primed to buy.
A few tips:
- Negotiate a good transaction rate with AfterPay if you’re new to them.
- In the Business Hub, upload a verified image, and craft a title and description that hook users in – character count is tight.
- Keep it fresh by updating your promotions regularly.
For Shopify users, there’s also the Shop app. Once you’ve enabled Shop Pay, your products can show up in the app’s search function. You can:
- Fill out your description and upload your branding.
- Create curated collections inside the app.
- Keep your info updated so shoppers always see the right details.
This isn’t about being “front and centre” all the time, but it does mean you’re visible when customers are actively browsing and searching.
4. Reddit – community traffic that can convert
Reddit can look intimidating (and let’s be honest, the comments can be brutal). But when you get into the right subreddits, the traffic – and even revenue – can be strong. Communities are highly engaged, and if you’re helpful and authentic, people will happily click through to check out your business.
We’ve seen businesses get quality conversions because Reddit audiences are often in a problem-solving mindset. They’re looking for answers – and if you can provide them, you’re already halfway there.
Quick actions:
- Find subreddits where your customers hang out.
- Be genuinely helpful – don’t just drop links.
- Share stories, answer questions, and build trust first.
- Watch for mentions of your brand and jump into the conversation.
5. Pinterest – optimise your pins properly
Pinterest isn’t just for recipes and wedding inspo. It’s a visual search engine, and pins can keep driving traffic long after you post them. Even better, you can hook up Pinterest so it automatically pushes pins through as you upload content on other social platforms.
But don’t just let it run – optimise your pins:
- Make sure every pin links to the right URL (we’ve seen plenty of Shopify stores where the Pinterest app link needs fixing manually).
- Write clear, keyword-rich descriptions to give your pins a chance to surface in search.
- Use strong images and videos – they’re what stop the scroll.
Quick actions:
- Set up a Pinterest Business account.
- Audit your current pins to check the URLs are correct.
- Add optimised descriptions and test different image styles.
These are five great starting points, but there are plenty more. Talk to other small business owners, join networks, and swap notes. Every industry has its own hidden gems.
And here’s the bigger picture: the more your business shows up in trusted places, the more mentions you’ll earn. That’s not just good for potential customers – AI systems are also scanning these sites to decide which businesses to recommend. The more visibility you have across credible platforms, the more you’re setting yourself up for growth.
Mini Glossary
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AI (Artificial Intelligence): computer systems that mimic human decision-making (and increasingly decide what gets seen online).
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CMS (Content Management System): the backend software (like Shopify, WordPress, etc.) where you edit your website and product pages.
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Google Merchant Centre: Google’s platform for uploading and optimising product feeds for Search and Shopping.
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BNPL (Buy Now, Pay Later): payment providers like AfterPay or Klarna that let customers pay in instalments.
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Subreddits: individual communities on Reddit focused on a specific topic.
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Evergreen content: content that stays relevant over time, rather than tied to a single season or event.
