All rationale firms and businesses aim to maximize their profits and the population of their target audience. The study of digital marketing shows us how to promote one’s brand and message. Traffic can come from multiple sources, but organic traffic can only come from the search engine and is calculated by an algorithm that is unaffected by paid advertisement. The other types of traffic are important and should be used in combination to optimize number of website visits. Before incorporating the different techniques to increase organic traffic, you should evaluate your current organic traffic.
Traffic comes in the following forms: direct, email, referral, social, and from search engines. Traffic from search engines can be divided into organic and paid traffic. Direct traffic is logged by the website when the referrer or the source are unknown. Email, referral, social and search engine traffic can be traced to their source. Email traffic is generated by email marketing and must be properly tagged by an email parameter. Referral traffic comes from other websites, not including social media sources, traffic conducted through social media platforms are considered social traffic. Search engine traffic targets those unfamiliar with your website and is either organic, unpaid for and depends on the natural algorithm or paid, resulting from paid advertising like Google AdWords. Your website should incorporate exposure to all methods of traffic generation, thus making a conscious effort to improve rankings.
Organic Traffic is produced by the rank of your website on the search engine result pages (SERPs) and can be improved through search engine optimization (SEO) efforts and inbound marketing. I recommend that before you begin to strategize how to improve your organic traffic, you evaluate your website’s current incoming traffic sources, to better understand what methods are working versus methods that aren’t contributing to lead generation. I would use Google Analytics, but there are also paid programs like Ahrefs which may provide a more in-depth analysis. Organic search traffic data can be most easily found from ReportsCampaigns Organic Keywords:
- A: % of users or sessions generated through unpaid SEO.
- B: Organic traffic changes over time measured in users or sessions.
- C: Primary Dimension can be used to sort by keyword, source search engine, landing page, geographical location and a variety of other specifics about your organic traffic data.
- D: Data could be viewed in data, percentage, performance, comparison, etc.
The Report Overview also provides a breakdown to compare organic traffic to other channels of traffic.
Google uses over 250 factors to rank the websites it indexes, but certain factors are given higher priority and should be focused on. A website’s SERP rank is driven by its on-page, off-page and technical SEO. For on-page SEO your company should write content with researched keywords, such as blogs. The more content and pages that you add to your website the more keywords you can cover, also new content creates new links for internal and external link building. It is recommended that you optimize content for readers and not for the search engine, keyword usage should be paced. Off-page SEO is done primarily through backlinks and linking your content on other websites. Finally, your website should be adjusted to meet the technical needs of the search engine, such as page speed, secure page, mobile optimized, etc. For more information on SEO, please visit the other blogs on our website, where we cover SEO techniques more extensively.
Since Yahoo! Search, search engines have become the most popular way to find information, and more than half of all website traffic is organic. The business acquired through organic search is usually easiest to convert because website visitors are genuinely interested in your content, product, or service. Most importantly of all organic traffic is free, making it the most cost effective approach to digital marketing. Although organic traffic is more difficult to set up its returns are long lasting since it is permanent, unlike paid advertising.
References:
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