Organic traffic refers to traffic that your website receives when someone searches for a keyword into a search engine and clicks on your listing in the search results. This means that every time you receive a visitor from the search engine results pages, or SERPs, you’re getting organic traffic.
Top rankings in search results are so coveted because it essentially amounts to opening your doors to a steady flow of potential customers. Without organic traffic, it would be challenging for you to scale up your business. You have to know about the top factors to improve your website growth. Here are some of the reasons why it’s important to have more organic traffic through your website:
It delivers more relevant traffic
It is true that paid search ads tend to perform better than organic traffic in certain cases, particularly when it comes to conversions. However, organic search is generally better at delivering relevant traffic because the engagement process starts with the consumer.When a consumer searches for products, services, or information using search engines, they are already interested in what you have to offer and are, thus, more likely to purchase from you. You don’t have to hard-sell your offerings as much because they are already looking for information that you can provide.
For example, if you’re in the business of selling jewelry, your organic traffic most likely comes from people who are searching for terms like bracelets or necklaces. They are looking for information, most likely with the intent to eventually make a purchase. As a matter of fact, researchers report that when consumers search online with the intention to buy, organic links lead to more conversions than any other kind of paid ads.
It drives highly qualified prospects
The quality of a visitor is determined by their intent when they type in a search query. They are expecting that what comes up in the SERPs will satisfy that intent. SERPs are known are the top SEO ranking factors. You have to work on these to get more organic traffic. Visitors who are searching for information use one of the following four keyword types:
People use informational keywords when they are searching for information, such as some insight into a particular issue, an answer to a question, or possible solutions for a problem. This type of keyword usually begins with a question or a verb such as why, how, boost, and many others.
If a person is looking for a particular website, they use navigational keywords. This involves typing in a specific website, product, or brand name. People often use navigational keywords when they are looking for reviews, testimonials, benefits, or features.
When a person is ready to convert, they use transactional keywords during their search. Keep in mind that a conversion does not always mean a sale. It can also refer to sign-ups or downloads. As a business owner, your goal is to identify what your customers will be searching for right before a conversion.
Those who use commercial keywords are ready to buy. This type of keyword indicates immediate intent to purchase. Some of the terms that are usually included are price, buy, or coupon. Understanding the search intent of potential customers with the keywords they use will make a significant difference in your marketing strategies. This means that if you’re mostly getting organic traffic from informational keywords, where visitors have a low intent to purchase, you need to tailor your content to influence a conversion. Furthermore, you can start targeting keywords that people use when they are ready to convert. You have to avoid keyword stuffing when adding new content for your website to gain more organic search results.
It creates long-term customer relationships
Paid ads and social media posts are great ways to boost your website’s traffic. However, you also need to remember that this kind of traffic seldom creates long-term customer relationships. On the other hand, users that come from organic listings are more likely to be long-term customers. This is because of the following reasons:
Traffic from social media platforms have high bounce rates, and people tend to visit fewer pages.
Facebook may drive article visits, but it won’t boost customer loyalty or overall site traffic.
Twitter can be used to interact with customers and foster loyalty, but it won’t increase your post traffic.
Pinterest users rarely leave the site unless they have an intent to purchase.
Paid ads may induce a customer to visit your website, but these ads won’t give them a reason to come back.
In comparison, an efficient project management system for boosting organic traffic involves matching keywords to search intent. Visitors should not just be able to find you consistently. Your site should also be designed to provide them with reasons to stay.
It is more sustainable than other traffic sources
Paid ads are effective, but unfortunately, they are short-term solutions. They require frequent maintenance and consistent investment of your valuable resources. What this means is that as soon as you stop paying for paid ads, you’ll see a considerable decrease in your traffic. On the other hand, organic traffic will last you a long time.
Although investing in organic traffic takes time and won’t create immediate benefits for your business, its results are long-lasting. As soon as you become visible on your chosen search terms, your business will be benefiting from the results of your work for years to come. Nevertheless, an organic traffic strategy still involves some maintenance on your part. Although an organic strategy is the closest thing you’ll ever get to an autopilot system, remember that the SEO landscape is constantly evolving. It is untenable for business and website owners to forget about their traffic system after they’ve established visibility. As long as you are willing to spend some time adjusting your strategy in case there are major industry changes, your website will serve you well for a long time to come.
It is more cost-effective
It takes a massive budget to get a paid marketing campaign moving. The maintenance process for paid ads also requires a significant investment of resources. Paid advertisements are, in a nutshell, comparable to renting space. You get immediate results, but the traffic you receive won’t last in the long-term. While an organic strategy is not free, it is the more cost-effective alternative.
Here are some of the top reasons why an organic traffic strategy is more cost-effective compared to your other options:
When you are implementing an organic traffic strategy, you’re not directly paying for clicks. Instead, you are investing time, energy, and money to ensure that you are maximizing ROI
, or your return on investment.
An organic strategy is low-cost and high-impact. To drive more organic traffic, you need to invest in certain aspects of your business such as brand building, content creation, and social media marketing. This will create assets that will still work for you even after you stop investing. You are basically creating an ecosystem that sustains itself over time.
As your ROI increases, the cost per organic visitor decreases. This is a cumulative effect that takes place after some time.
An organic strategy requires patience and consistent effort. Like paid ads, it also requires time and money before you start reaping the benefits. However, compared to the former, driving organic traffic is cheaper and more profitable in the long-term.
It boosts your credibility
Studies show that most people who use search engines to look for information generally ignore paid results and click on the top organic results. This is because they are looking for answers to their queries that are trustworthy and relevant. A result that was bought and paid for by a company is seen as less appealing and less credible than an organic result. They also know that companies who choose to invest in paid results for site traffic are lagging in terms of market presence and reputation.
Furthermore, when your site is visible at the top of SERPs, customers see your business as more credible than your competitors. Savvy Internet users understand what it takes to get to the front page of organic search results. Even those who are not well-versed in marketing are unlikely to go beyond the first page of search results. Below are some methods that you can try out when you are developing an organic traffic strategy for boosting your credibility:
Produce high-quality content
consistently. Each page on your website should offer something relevant and valuable for your customers. Furthermore, keep in mind that sites that consistently update their content tend to rank higher than those with static content.
When it comes to targeting keywords, remember that you should never just wing it. Instead, research relevant keywords that have low competition, but with a high search volume.
Never underestimate the value of social media. Social media posts can help increase traffic to your website, which is a crucial factor for search engine ranking.
Make sure that your website is responsive. A responsive website is one that offers an optimal user experience, no matter what device they are using to browse your site. Research shows that people who have a bad experience on a website will jump over to a competitor’s site that will better accommodate their needs.
Traffic represents the heart and soul of online businesses. As a business owner, you have several options to drive traffic to your website. Organic traffic offers significant advantages over other traffic sources. It can also help you realize long-term results that will benefit your business for years to come.