Is organic traffic important?
We have already mentioned the main advantages of organic traffic in one of our previous articles. In a nutshell; organic traffic is:
- Free, i.e. each individual visitor costs you zero;
- Stable, i.e. produces long-term results;
- Trusted, because people trust the search engines;
- Highly convertible, or targeted.
In this article, let us elaborate on these as well as other factors so you can decide to what extent and in what ways organic traffic is important for your website.
Organic traffic and long-term relationships
Users search the web for millions of various purposes, both commercial and personal. They often use it for early stage marketing research not going to purchase anything. But if they get interested with your website and engage with it, even without having them convert, you can capitalize on the very fact they exist, as it increases the chances of those who search for a solution here and now to end up on your website.
Taking care of organic traffic you can catch your potential customers’ attention and engage them at any stage of their purchasing cycle, whether they are only getting to know some product or considering an option to buy it or looking for a hot offer here and now.
As your future customers are moving along their purchasing cycle, they are likely to turn to your pages many times, so it is important to always be there for them with another article, another white paper, another special offer, another fun content to engage with. The more often you publish various kinds of content the more chances the users get to become your converting organic traffic.
Attracting those you didn’t even think about
When you launch a PPC campaign, you include keywords that you have found that are popular among users searching for the solution you have. The campaign will then attract those who search these keywords.
But if your content is useful and engaging, if you have backlinks from websites with a high PageRank, if your website is quick and all the metatags are on their places, you can see plenty of new active users who find you using queries you would never even think of! These are low frequency keywords. Each of them is rarely searched, but as they are plentiful, they build up what is called the “long tail”, and the number of users they bring together can easily be more than that attracted by the highly frequent keywords. What is even more important, these users normally convert better as the intention behind their search is very specific.
Does organic traffic convert better?
Let us consider some other sources.
- In social networks, people hang out and socialize, they do not typically come there to buy. That is why social traffic mostly brings you one-time readers or subscribers, but not customers. On the other hand, social feedback increases your website’s credibility, thus can improve your organic traffic performance.
- Display traffic converts poorly because display ads rarely get impressions from users who are right now interested in the solution you advertise. They are more likely to click on the banner just to see the full size picture you put there, if they like it.
- Paid traffic converts well if you manage the campaigns in a proper way.
- Referral traffic may be good if it is generated by websites where there is your audience, and is the link that leads to your website is accompanied with a relevant description.
- Direct traffic consists of people who already know your website. They may convert, but before they became “direct traffic” you had to attract them somehow, using offline or digital channels.
- Email traffic also consists of people who have once subscribed to your newsletter. It may be highly convertible, but how have you attracted these people in the first place?
- Organic traffic includes people who are looking for a solution and ready to buy right now. 89% of people tend to use Google search in order to find an offer. Only paid traffic can compare in terms of convertibility. Which of them is better depends on your product and the way you manage them. Both SEO and PPC can bring junk traffic if managed poorly, but if you take care to constantly improve your campaigns, content, links, etc., both are productive. The difference is that organic traffic is continuous and free.
Indirect User Experience effects
To attract more users from organic search you have to improve your website: write better articles, publish engaging videos, improve navigation and speed, write proper headings and page descriptions and do a lot of other SEO magic…
But doing so you don’t only help the search engines to appreciate your website, you also make it more user-friendly for all users, no matter where they are coming from. As a result, all your users become more likely to find what they’ve come for and eventually convert.
Organic traffic is human
It is important to keep in mind allocating your budget and efforts between PPC and SEO. There are unfair competition practices employed by some companies who automatically click on your ads, thus wasting your budget and spoiling your paid traffic performance stats. Even some private persons may try to earn money using specialized software that imitates clicks on your ads.
With organic traffic such manipulations make no sense because they have no way to earn money just visiting your website. If you imitate the flow of organic traffic to your website yourself, you know how many hits you have bought, but the rest are definitely humans.
To sum it up, search engine optimization is the most reliable way to build up and maintain your online presence. It outperforms other digital marketing activities in positioning your website in front of your audience, either in terms of costs or in terms of convertibility. This being said, you should still pay attention to various types of online marketing and make them work together.