Organic traffic and SEO

In the previous article, we discussed organic traffic in general.
Now let us elaborate on its connection with Search Engine Optimisation - the activity focused on increasing it.

What is the difference between paid traffic and SEO?

Let us illustrate the difference between the two with an example from the physical world. Say you want to open a pizzeria and decide how to get it crowded with customers. You have two options:

  1. Buy them. Fill the newspapers with ads, offer everyone incredible discounts, gifts, free drinks, anything you can come up with. Doing so, even if you cook something hardly similar to pizza, swipe floors once a year, and your pizzeria is located in the middle of nowhere, you can still expect some customers, as everyone loves discounts.
  2. Seduce them. Rent a place on the corner of main streets, fill the space around it with that irresistible smell, fill its showcase with invitations in all languages and big cute pictures, put a direction sign pointing at your pizzeria 200 meters away, do anything that will make many people notice your brand and give them a hint it can satisfy their hunger. All these marketing activities cost money, but you will not have to “buy” each customer, quite the contrary, you will have to raise prices to limit demand so you can cope with it.

Honestly, most pizzerias rely partially on each of these two approaches.

Largely the same philosophy is at work with search engine marketing (SEM).
On the one hand, you pay to get visitors, and the quality of your website does not really affect the paid traffic.
On the other hand, you do your best to improve the website in all possible ways to persuade search engines as well as people that your website is worth hanging out on. As you can imagine, traffic earned with such efforts is more stable, economical, and rewarding, just like the customers queuing across your downtown pizzeria.

Does paid traffic influence organic traffic?

Think of your pizzeria again. Does your aggressive discount campaign make people actively search for your brand?
Well, perhaps even when you stop posting your newspaper ads some discount junkies will keep rolling around the town searching for that famous moneyback pizza.
In the same way, the more buzz you make on the web with paid traffic the more people will be actively searching your website, even typing in its domain name. On the flip side, many negligent users may keep googling your domain name and then clicking the paid link from the Ads block. They essentially waste your ads budget and depress your organic (as well as direct) traffic, beware.

What is SEO

The complex of activities making your website attractive for users and for search engines is called SEO. Its final objective is to make Google and alike rank your website in top positions on the search result page in return to the relevant queries.

Why should it be attractive both for users and for search engines?
Because search engines observe users’ behavior, and if it reveals their dissatisfaction with your website, the search engine will lower its rank.
On the contrary, if the search engine notices that users enjoy engaging with your website, it will be itself interested in promoting it, as search engines also want to be useful and popular among users.

To maximize your organic search traffic, you should try to get ranked among the top 5 positions, or as many as the user’s first couple of screens can display.

What are the specific ways to improve the website?
Read it in one of the following articles.