What is organic search in website optimization?

Organic traffic is vital for any business and website optimization will help you drive qualified visitors who want to buy from your business.

Thousands of people go to Google, or another search engine, and look for something or something they want to know more about. And among the results, the organic search is the one that has the largest number of results at your disposal.

According to a  search by Search Engine Journal , 51% of all website traffic comes from organic search and over 40% of revenue is captured by organic traffic.

That’s why organic search is so important as a marketer. It helps build your brand, generate sales and provide value to your audience.

Below, we’ll learn more about organic search and how it affects website optimization efforts to deliver the best content to the user and improve their browsing experience.

What is an organic search?

Organic search results are the unpaid results that appear on a search engine results page after a query. That is, they are all the results that do not appear the word “Ad” below it.

In a more technical form, organic search comprises all those search results that are produced by the individual search engine algorithm. This algorithm is determined by the search engine operator, and may vary from one provider to another.

Therefore, Google, Bing or Yahoo search results pages are not necessarily the same for a given search term. Organic search differs from paid search in that the position for paid search is determined only if the advertiser is willing to pay for it.

These results are typically generated based on search engine optimization (SEO) factors, including backlinks, domain authority, and relevance. You can see about how SEO works in our article,  How SEO Works .

Organic traffic is one of the main sources of traffic in the market to generate new business, leads, email list, among others, because once it is done and it has successful results, it is an inexhaustible source of traffic.

While an  organic search SEO strategy  can take time, it is more likely to generate leads and revenue because it is a non-disruptive form of content delivery. Also, organic searches produce relevant traffic because you are answering users’ questions at their moment.

How important is organic search for website optimization?

Organic search is the focus of all SEO efforts. Achieving this goal is becoming increasingly difficult in the face of strong competition and increasingly targeted content to answer user questions.

In addition, Google changes its own algorithms regularly, so  website optimization professionals  must respond quickly in order to maintain ranking positions that were previously achieved in organic search.

Sometimes it is even necessary to reverse previous SEO measures to avoid penalties.

An example of this is the so-called “link removal” that prevailed in the period just after the Google Penguin update in April 2012. Many webmasters then had to file reconsideration requests for the penalty to be lifted.

Due to the greater enrichment of organic search results with images, knowledge graph, Google map results and search query orientation, it is also more difficult for webmasters to get the best results on search results pages.

The distribution of paid ads varies widely, but depending on the keyword or search query, it is possible that the first four search results are paid ads, which means that even with a higher ranking for organic search, the site may still appear. only halfway down the page.

Therefore, for industries or keywords with a lot of competition in the SERPs, it might make sense to run a Google AdWords campaign to ensure visibility for certain keywords.

Benefits of organic traffic for your business

Organic search traffic brings qualified visitors

It’s good to have strength in numbers when it comes to traffic. But equally important are the things that cannot be quantified. We’re talking about the quality of that traffic.

You want the kind of visitors that will convert into customers, right? Of course you do! How do you determine the quality of a visitor? Through search intent.

Anyone who types a search query has a specific intent. And they expect the content they find in the SERPs to fulfill that intent.

If you can understand the search intent of your potential customers, it will transform your marketing in many ways.

Organic traffic is a sustainable approach

Want to know what’s unfortunate about PPC, or paid traffic? It requires constant investment, maintenance and handling. Of course, you will get quick results. But it will be short-lived.

The moment you stop investing money in paid traffic, you lose all the opportunities that could come if you were well positioned. Organic traffic, on the other hand, is always green.

That means it takes time, but the results are lasting. Once search engine visibility is established, it will serve your business for years after its implementation.

Organic search is cost effective in the long run

Organic traffic is not easy to earn. It takes time and money. The difference is that it is still cheaper than PPC and will give you a higher ROI in the long run.

For example, the assets you develop for an organic strategy bring many relevancy and authority benefits to your brand. Think of all the tasks you could invest in to drive more organic traffic.

All of your content, branding, and other online assets that you develop in this process are there to stay. And they continue to rise in value over time.

Even if you stopped investing in organic search, those assets would still be working for your business. You would have traffic because you built a system that stands by having imparted experience and authority.

Now imagine that you are generating traffic and that you are paying little or no money for it.

Your cost per organic visitor will decrease by many factors, while your return will increase through qualified traffic. Keep in mind that this is a cumulative effect that happens over time. Still, it’s a fantastic position to be in.