The goal of Search Engine Optimization (SEO) studies: Organic Traffic
Those who are new to SEO may wonder what organic search is and why it is important for the long-term success of a website. Many people confuse organic search with paid search (Adwords).
Let’s summarize what you need to know about organic search in a simple form that SEO beginners or website owners can understand, that can clarify misunderstandings.
What is Organic Search?
Organic search refers to the results ranked after paid ads (Google Ads) when a search query is made. Organic search results are determined based on a number of organic ranking factors related to the search query – keyword, inbound links, domain name authority, device, user location and many other factors.
Typing a search term on Google will bring you many results. The top section is for paid results, with a tag under the title indicating an ad. The results that come right after these ads are called organic search results. Other search authorities use a similar display format.
However, local search results may appear just below the paid ads. These results tend to show services closest to the location of the search query, i.e., geographic location, and traffic from ground search results is also considered organic traffic.
Why is Organic Search Important?
Organic search is important because it is the most valuable type of traffic to your website. Organic traffic is more likely to convert than other types of traffic (Paid, Referral Channels).
What is Conversion? – Realization of the purpose determined for a web page by the visitor. (Purchase, download, click, stay on the page for a certain period, etc.)
The reason organic traffic is targeted more than referral traffic or other types of traffic is because it matches the user’s search intention more.
Users searching by typing a keyword in the search engine search for websites that can meet their purpose. Organic results are more likely to meet this goal because results are ranked based on the content and reliability of the page.
Ads may not meet the search intention because they are there for a fee. Therefore, organic traffic can convert visitors into customers, subscribers or permanent visitors.
To benefit from organic search, you must appear in the top 5 positions of the search results pages when searching for keywords related to your website. Because these top 5 results get a very high majority of the clicks.
What’s the difference between paid search and organic search?
The main difference between paid search and organic search is that paid search results are generated for a fee with an application similar to an auction system, while organic search results are determined by non-payment and search engine ranking algorithms.
Both paid and organic search are digital performance apps that support each other.
It is a pay-per-click advertising application offered by search engines such as Google Ads or Bing Ads that allows your ads to appear at the top of search results for related searches.
An auction-type system decides where your ads will appear. The system considers the following parameters:
- User’s location
- The device used (mobile, desktop, tablet)
- Search query
- Ad title
- Relevance of the landing page (the page the user goes to when they click the ad)
- The highest amount the advertiser is willing to pay per click for ad clicks.
- Competition, i.e. how many top advertisers are bidding for a particular keyword?
Pay per click Advertisers pay when the user clicks on an ad and visits the website. The amount payable depends on the keyword type, competition and a number of other factors.
Advertisers can define the maximum amount they are willing to pay for a click and the total amount they are willing to spend on paid advertising campaigns.
The most popular paid search platforms (PPC) are Google Ads and Bing Ads.
The biggest advantage of paid search is that results come immediately. When you create a campaign, your ads will start showing in search results and you will start getting traffic from the search engine.
The downside is that you pay each time the user clicks on your ads, and this cost increases due to competition. The cost is high when not well planned, making these campaigns unprofitable.
For paid search to work well, you must have an optimized landing page, an optimized PPC campaign, and a well-calculated return on investment based on conversion.
Organic search refers to results shown outside of paid ads, corresponding to a searched keyword. Organic search results are determined by search algorithms and can be optimized using SEO practices.
Search Engine Optimization or SEO is the practice of optimizing a website to appear higher in natural or organic results for related keywords.
SEO has three main components (on-page SEO, technical SEO, and Off-Page SEO) and each component has optimized rules.
Organic search is the best type of traffic you can drive for your website or blog. With organic traffic, users coming to your site from a search engine are more likely to convert.
Unlike paid search traffic, organic traffic is free and continuous. You get 24 hour traffic from search engines to your website without paying.
Search Engine Optimization (SEO) is the only way to get organic search traffic. For best performance, you should include both SEO practices for organic traffic and paid traffic channels in your digital marketing plan.