What Is Organic Traffic?

Organic traffic is the traffic generated on a social media platform or website from a search engine result. Such traffic or visitors are generated from unpaid sources, i.e., it is free traffic. Search engine optimization, or SEO, is the aspect of digital marketing that concentrates on improving the volume of organic traffic to a website or platform.

More About Organic Traffic

Did you know organic traffic is considered high-quality traffic as it originates from a user’s genuine interest in the ranked content on search engine results?

Such traffic helps improve a website’s and social media page’s ranking and visibility in the search engine results pages (SERPs).

In other words, organic traffic is free, ensures targeting, and has higher engagement and conversion rates.

So, what is organic traffic precisely? Organic traffic is the traffic that comes naturally to your website or social media page through search engines. It is generated when people come across your website or social media profile in search engine results, and they click on the URL to land on the page. Thus, organic traffic does not result from paid advertising or promotions.

Now let’s look at how organic traffic works. When you search for a certain keyword/phrase, the search engine gives a list of results that it considers most relevant to the search. When the user clicks through on a particular result, they are contributing to the organic traffic generated for the destination page.

Thus, for brands, it’s important to optimize webpages well for specific keywords, giving them a better chance of ranking in the search results and earning more organic traffic.

On social media, organic traffic landing on a profile or post usually comes from search results, recommendations, or shared links. The volume of traffic generated is determined primarily by the content quality (including optimization and use of hashtags and keywords), consistency in posting, and audience engagement.

When it comes to social media platforms, their algorithms and features can change constantly, impacting the visibility and reach of organic content.

Facebook, for instance, announced changes to its algorithm in 2018 to target “meaningful interactions” between users.

As of 2023, Facebook has iterated its algorithm to determine content’s relevance based on three ranking signals: who posted it, the type of content, and interactions with the post. Each post’s ranking is based on these signals to position it in feeds, and this ultimately determines the organic reach of a Facebook profile.

It is also important to note that social media pages that regularly create content optimized for search will see better positioning in search results and an increase in organic search traffic.

The image below gives a graphical representation of the volume of organic traffic and paid traffic for a website.

Organic Traffic

Frequently Asked Questions

What is organic vs inorganic traffic?

Organic traffic is free, while inorganic traffic requires investment. Organic traffic is more valuable because it involves users and potential customers actively searching for information or solutions related to the brand or business. Generating inorganic traffic is good for quick results, but it is less targeted and may not be as effective in the long run.

What is the importance of organic traffic?

Organic traffic is important for several reasons:

  • Relevance: The users comprising organic traffic are more likely to be interested and engaged with a website's content, leading to higher engagement rates and more time spent on the website.
  • Cost-effective: Organic traffic is a cost-effective way to generate traffic and leads for a website.
  • Brand credibility: Organic traffic indicates a website's credibility and authority, helping to build brand awareness.
  • Long-term results: Organic traffic can provide insights on optimizing a website's content for search engine rankings in the longer term.
  • Higher conversion rates: Organic traffic has higher conversion rates than inorganic traffic as users are actively searching for solutions.

How to increase organic traffic on websites and social media platforms?

Here are some effective ways to increase organic traffic to a website:

  • Keyword research
  • On-page optimization
  • Content marketing
  • Link building
  • Social media marketing
  • Local SEO
  • Technical SEO

What are the common sources of organic traffic?

Some common organic traffic sources include Google, Bing, Yahoo, and other search engines. Social media platforms like Facebook, Pinterest, YouTube, TikTok, Instagram, LinkedIn, and Twitter can efficiently generate organic traffic when social media users share links to a website.

How does a social media algorithm impact organic traffic?

Based on factors including relevance and engagement, social media algorithms decide which content is viewable to users and in what order. Brands and other social media profiles can increase the number of viewers of their posts and generate more organic traffic by understanding the ranking signals of the various social media platforms’ algorithms.

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