Google Organic Traffic How To Improve It

Organic traffic

Overview of traffic types:

  • Organic Traffic: Organic traffic refers to clicks on unpaid search results. The aim of search engine optimization (SEO) is to improve organic traffic.
  • Direct traffic: Any type of website visit that can be brought about by calling up the domain directly via the browser address bar is referred to as direct traffic. In addition, web analysis tools such as Google Analytics classify a visit as direct traffic even if no referrer information is available. The goal of content marketing is to improve the proportion of direct users.
  • Paid traffic: All clicks on paid search results in the SERPs are referred to as paid traffic. The optimization of paid traffic campaigns is the goal in search engine marketing (SEM).

Organic Traffic: The SEO Goal

Organic traffic refers to all visits to the website that resulted from a click on an unpaid search result in search engines such as Google, Yahoo or Bing.

The organic traffic is therefore in a sometimes high competition for the highest positions in the search results. The aim of search engine optimization (SEO) is to optimize your own website for the highest possible placement in the search result positions. Because the higher a landing page is placed in the organic search results, the more traffic it receives.

With organic traffic you don't have to pay for new visitors - in contrast to paid traffic, where every click has to be paid for and the website only receives new visitors as long as the ads campaign is running.

In contrast to paid traffic, however, organic traffic is volatile. Search engines like Google regularly change the algorithms that are responsible for determining the search results. Ideally, the already pre-qualified organic traffic is used to build up your own user base, which can then result in higher direct traffic.

Which elements of a search results page bring organic traffic?

Search engines arrange organic results on a SERP, the Search Engine Result Page. In doing so, the organic rankings are the core of Google. They contain a blue page title, a short text snippet, usually from the meta description, and the URL.

The higher up a page is positioned in the organic rankings, the more users click the link and generate traffic. This is also called CTR or click-through rate. It used to be a law that "10 blue links" could be seen on a Google search results page. Today the number is variable depending on the search query; Searchmetrics determined 8.1 organic results for mobile searches.

In addition to the organic rankings, Google integrates a large number of additional integration boxes, which Google users can also bring to a website via organic traffic. In addition to "classics" such as pictures, videos or news, the featured snippet is particularly exciting. Here, excerpts of a relevant search result are exposed as a widget via the organic rankings. Featured snippets offer an additional opportunity for website operators to generate more organic traffic, as they are more conspicuous than normal search results and are usually positioned above the actual search results.

Organic traffic data in Google Analytics & Google Search Console

In web analysis tools such as B. Google Analytics or Google Search Console, the performance of your own website can be determined more precisely in Organic Search. The performance report of the individual traffic types can be found in Google Analytics. B. via acquisition> all accesses> channels. Here, both the individual types of traffic and the website's performance data can be analyzed in more detail in Organic Search, for example at the URL level.

More precise performance data as well as detailed data on organic traffic can be called up via the Google Search Console under the heading "Performance". Here, Google shows the data for clicks, impressions, click-through rate and search result position at the level of search queries, landing pages, devices or countries. The data is updated every day and also goes back historically to 16 months.

Advantages and disadvantages of organic traffic

The unpaid traffic has some advantages and disadvantages compared to the paid traffic:

Benefits of Organic Traffic

  • Free and constant: With a good positioning of your own website in the SERPs thanks to SEO, the website generates traffic continuously without incurring additional costs. This makes Organic Traffic an effective tool for generating traffic.
  • High trust in organic results: According to studies, search engine users trust organic results significantly more than paid ads.

Cons of Organic Traffic

  • Longevity: Search engine optimization and the development of search engine trust for high website rankings cannot be achieved in the short term. In addition, SEO is a continuous process.
  • Uncertainty: Search engines regularly publish updates that change the algorithm used to determine search results. With Google Updates there are always winners - but also losers. In addition, new content is created on the web every day, with which your own website may have to compete for the bottom line. The user intention for the targeted keywords can also change and the search engine can then react to different URLs with the ranking.