Everyone and their mother is aware of the marketing concepts of “SEO” and “organic traffic.” These are terms that refer to optimizing the flow of certain kinds of traffic that come to websites from search engines.
But what does search engine optimization actually mean? What is it that makes the organic traffic that comes from SEO different from other sources of traffic on the internet? Let’s break down the concept of organic traffic and look at some of its benefits, along with how you can improve your SEO strategy to boost organic traffic to your site.
Let’s start with a basic (but critical) definition. What is organic search traffic?
The leading SEO optimization platform Semrush defines organic traffic as “the number of website visitors that come from unpaid search engine results (as opposed to paid results).”
The definition makes two important distinctions:
You can increase your organic traffic by using SEO optimization techniques. This boosts your SERP rankings and ensures that your website URLs show up more often in front of a potential customer with search intent that aligns with your brand’s solutions.
It’s one thing to understand what organic traffic is. But how can it actually help your brand? Here are four of the biggest benefits that come from a healthy flow of organic traffic.
The easiest differentiating factor here is the cost. Organic traffic is, technically speaking, free. This is especially true compared to paid search, which requires payment for each ad placement or click. When you stop paying for those clicks, you lose that site traffic, those potential conversions and that revenue. With organic, it’s the gift that keeps on giving if you can stay in those top spots.
Keep in mind that you can still spend a tidy sum on organic SEO and content creation. However, in most cases, the costs associated with organic search are well worth the investment. Once you have the onsite authority established and are ranking well, you just need to do the upkeep to stay ranking well.
Organic search can take months to build momentum. A keyword could see movement after just a couple of months if you already have onsite authority built up. However, to rank for a more competitive search term can take a year or more depending on what work needs to be done to rank well. Do some keyword research to help you choose a relevant keyword that aligns with your goals.
While it may lack the instant gratification of a paid ad, once you rank for a keyword, you can count on a steady flow of search traffic. This leads to a consistent flow of increased customers that doesn’t require ongoing PPC investment to maintain (as is the case with paid search).
Organic traffic comes from content that is not just tailored to search engines. It also answers very real human search queries. That means it offers value to readers.
The result of this targeted approach is that you attract readers who genuinely benefit from the value that your content offers. In addition, organic content is often niche and specific, focusing on topics toward the bottom of the marketing funnel. This leads to higher quality leads and more conversions.
When your SEO content strategy targets the user experience, it sends the message that you know what you’re talking about. The fact that the content shows up organically (rather than being clearly placed through a paid promotion) reflects well on your brand, naturally increasing your authority.
Visibility is a critical part of growth marketing. When you organically pop up in conversation simply based on the quality of your relevant content, it signals to others that you are a strong contender in your industry.
Organic traffic is important. It can benefit your brand in multiple ways. But how can your business tap into those benefits? Here are a few ways to help you get that organic traffic flowing (or if you’ve already started, turning a trickle of visitors into a flood).
As you consider ways to attract consumers to your brand online, remember to keep organic traffic in the mix. It requires upfront investment and patience. Consider partnering with a growth marketing agency that specializes in increasing organic traffic. With the help of an expert, the benefits that this unique form of marketing offers are too good to ignore if you want to take your company to the next level.