The concept of ‘Organic Traffic’ is used to define all visiting traffic that lands on a specific website or eCommerce as a result of a search engine query typed on (mostly) Google.
Organic search traffic is SEO driven, and even if it does not include paid search advertisement results, it is actually impacted by paid search and display advertising, positively or negatively, which is why finding an efficient SEO vs. SEM balance is essential. However, because they are driven towards a website in a more ‘natural’ way, organic visitors generally bring higher conversion rates to an online business. This allows for better ROI and ensures outstanding CAGR, making organic traffic one of the core elements behind most of netamorphosis‘ inbound marketing services.
Organic Search Visits Vs. Paid Search Visits
When it comes to traffic, organic or not, Google is indeed the dominant platform, but evidently the same process and functions are true also for Bing, Yahoo and all the other available search tools.
Organic search visits are visits that occur to an online platform without any perceived paid effort or referral by another website. In such cases, organic visitors decide to explore a specific website simply because they found it while searching for something online.
Paid search visits are instead all visits that are generated by paid ads, generally achieved through SEM. Paid traffic is also based on keywords: by paying a fee based on the digital market value of each word (which varies depending on the word itself), marketers can have their content featured within the first page of a search engine’s results.
Paid search, display, social media or even offline campaigns can drive searches, which may increase organic traffic while those campaigns are running. Diversification, through a solid omnichannel type of approach, is essential for marketers to stay relevant and drive conversions in today’s cluttered digi-physical landscape. However, the true and ultimate key to boost organic traffic and organic visits is through SEO.
In fact, when an end-user is searching for something online, or wants to browse a website, their specific actions might lead to different types of experiences, and to different types of outcomes when it comes to organic vs. paid traffic. In some cases, they might type the url of a website directly, or they might find it (and click it) on another website (or social media platform, even). However, recent research shows that 93% of online experiences actually start with a search. This means that, in most cases, what consumers do when looking for something online is probably ‘just Google it’.
The act of typing a company’s name (i.e. Prada) or even a few keywords (i.e. ‘Italian luxury brand Milan’) on Google is what leads to SERPs, and for a business to be on the first SERP is what truly matters: owning the first page allows to tie-in organic and paid results in the same space and place, ensuring a unified experience and allowing to capitalize on all marketing efforts better.
The results derived via Google (or Yahoo, or Bing) will be a mix of organic and paid. If users decide to skip clicking on sponsored content (which is placed up top in the page, and is also marked as ‘ad’) and click on organic results instead, they would generate organic traffic to that website as a direct consequence.
Increase Organic Traffic Through Content
Quality, relevant and insights-driven content is what we would normally use at neta to generate long-term ROI for a brand or service, which is why today SEO comprises 35% of our client services and is lead directly by our Founder and CEO, Lyde Spann.
Since organic traffic is driven by SEO, the better a website is ranking for competitive keywords, the more organic traffic it will obtain. Creating optimized content allows for a steady increase in organic search traffic and ensures steady and long-lasting improvement in a website or eCommerce’s positioning in the search results.
The first step we would take to address this type of challenge at neta is through our Analytics Consulting service. Capturing, assessing and then monitoring data allows us to identify which opportunities we have to capture and retain the attention of our clients’ target audience/s. Then we would use these insights weaving SEO into content creation, allowing for smart keywords usage, graceful + engaging storytelling and award-winning visual displays – all at the very same time.
This type of strategy is what leads us to meet and exceed KPIs, ensuring outstanding achievements to all of the companies we have partnered with through the years. An example is the +437% increase in customer conversions in one of Google’s most competitive industries (teen treatment), which we obtained through a combined SEO vs SEM approach for one of our key clients, Newport Academy.