What is Organic Traffic and Why Do You Need It?

There are two kinds of website visitors. The first is the organic type and the second is paid for by advertisements. There are a number of things that can generate both types of traffic and they all have advantages and disadvantages. In this article, we'll explain the basics of organic traffic, what it can do for you, and the problems associated with it. 

What Organic Traffic Really Is

Organic traffic is the flow of visitors that come to your site "organically," meaning they don't click an ad to get there. They might know about your website or product because a friend told them about it. Or maybe they searched for something on Google and found one of your pages. If they didn't find your page due to a Google search ad, but simply found it in the other search results, they're an organic visitor. The links on a search results page that are not ads are called "organic results." Usually it's easy to know if a result is an ad or not because ads will be marked with an icon of some sort. The icon varies from search engine to search engine.

If you're thinking it will be difficult to attract visitors without spending money at all, you are correct. Many businesses hire copy writers to create articles and other content for their sites. They might also hire an SEO specialist who understands the technical aspects of their site and how to adjust it so that Google and other search engines like it more and; therefore, put it closer to (or on) the first page of their search results. Traffic usually costs money, whether it's organic or not.

Organic traffic is not organic sales. A visitor may or may not purchase anything from you. "CRO" (conversion rate optimization) is the process of improving your website and pages so you can get the most possible sales out of these visitors. Conversion rate optimizers look at everything from content to colors to button location when they try to improve conversion rates, which is the percentage of visitors that follow through with a purchase (a conversion).

The Pros and Cons of Organic Traffic

The obvious advantage of organic traffic is that it's cheaper than paid traffic. Advertisements are expensive. On the flipside, though, it can be difficult to generate enough organic traffic. If you're not a well-known brand, people aren't just going to think about you spontaneously. You'll have to create content people want to see and then figure out how to distribute it. Marketers might decide to create articles that inform the consumer and simultaneously promote the product. For example, a wood glue company might publish an article about how to make a dove tail joint. If there are enough people searching for help with that task, they might be visiting the wood glue company's website and might buy some glue if the site content guides them to do so.

All this may seem fairly straightforward but generating organic traffic can be troublesome. Google isn't easy to please. Its algorithm likes older, more established websites and it will offer links to those sites first. It's hard to rank near the top of the results list, which is why marketers often turn to advertising for much faster results. It helps to get creative when you want to distribute your content. There are many options, ranging from social media sharing to event sponsorship. The idea is to get eyes on your content, but that's another article.

Is Organic The Right Way to Go?

That's a difficult question to answer. If you have the resources to make it happen and the patience to wait until you get results, it's worth a try. However, it usually works out much better for well-established brands because consumers tend to know and trust them. They're also more likely to have a website that's been registered for a while and has lots of visitors and backlinks and such, which Google's algorithm likes. 

While it's a good idea to have some kind of content that can generate visitors organically, it's usually easier start off with advertising, especially digital advertising. It can target consumers well and the results can be measured precisely. Examples of digital advertising are Facebook Ads, AdWords (Google Ads), and Linkedin Ads. These all provide tools that can help you reach the right consumers and measure key statistics. Best of luck in your endeavors!

If you're feeling a little bewildered, we would be happy to discuss these concepts with you. We specialize in targeted PPC lead generation and we can help you make a choice. Get in touch.

David Kalla