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Brainstorm with me on how to increase direct (1hr call)

We are an ecommerce site, 15 years old, $40m a year We sell industrial parts and products, mainly for factories. Our customers are buyers who buy some of the 2 million parts we have online, and buy many other things that we dont sell. For this reason, many customers begin their journey on google, searching the part number and having google as a proxy, often to find us, costing us an ad click. We want to find ways to increase our direct traffic, reducing our need on the middleman. This is a paid 1hr phone call to work with us to brainstorm on ideas to increase direct visits