7 Reasons to Invest in Organic Search Traffic

The tried and true battle that marketers continue to face is the ongoing battle of search engine optimization (SEO) versus organic search traffic. In the past few years, we’ve seen companies invest thousands of dollars in SEO strategy, SEO-based positions, and SEO agencies looking to help them leverage their content to rank higher in search engines. While SEO is extremely important to helping improve web traffic, it takes time and commitment to help incorporate the correct keywords for search engines like Google to help you build site authority. This is a great long-term strategy to implement into your marketing tactics, but there are several opportunities you could be missing by not investing in organic search traffic.

What is Organic Search Traffic?

 

When you think about digital marketing strategies it usually combines SEO, paid ads, coordinated PR efforts, and sponsored collaborations. However, people often miss the mark with organic search. Organic search is unpaid traffic that comes to your website by making sure the right customers visit your site through relevant and valuable search queries. It is a strategy that has proven to be just as valuable for ROI efforts as paid media. Organic traffic is free versus paid ads, which can rack up a hefty budget. One of the reasons it is just as valuable as your paid efforts is that it is a targeted effort to provide users with answers during their search queries. While SEO focuses on specific keywords in order to build your rankings, organic traffic opens the door for new web users to discover your business with unlimited results. Still not sold on implementing organic search traffic to your marketing strategy?

Here are 7 reasons why you should start incorporating organic search traffic into your marketing strategy.

Organic Search Traffic is Sustainable

 

PPC ads may be the quickest and easiest way to get traffic to your website, but the downside is that they aren’t sustainable. As soon as you stop funneling cash into the ads, that traffic channel vanishes and then you’re left with nothing. Organic search traffic is still the best way to get consistent traffic to your site. Once you’ve gotten good search engine rankings, you can safely expect regular traffic at no extra charge. The key to maintaining this regular traffic is keeping track of your organic search traffic performance. SEO changes all the time with every agency, marketer, and blog. This gives you a different tactic to crack the coveted Google algorithm. However, executing an organic traffic strategy is the closest thing there is to making a self-operating traffic system.

Cost-Effective

 

Organic traffic strategies are highly effective and unlike paid ads, they come at a low cost. As we mentioned before, organic search traffic is free. PPC ads can get your company’s links in front of potential site visitors, but the amount of money you’ll spend is going to add up with every click-through you get. In addition to PPC ads, ad budgets can put a strain on a campaign if they aren’t successful. You can reduce your overall budget by investing time in an organic search strategy that has the potential to deliver a high ROI without a heavy capital investment. The cost of organic search traffic always equates to zero, which means you are getting a step ahead of your competitors who are competing with each other for the coveted spots of PPC ads.

Brand-Building

 

Imagine how successful your website would be if it came in the top search results for every keyword in your industry. If Google always shows a page on your site when your potential customers have a question, your brand will always be top-of-mind. Building your brand using organic search traffic provides you multiple options for potential customers to discover your business. You can use organic search traffic to build yours by targeting relevant keywords for your industry, which creates touchpoints for visitors to discover your business. Your brand story and reputation are contingent on how reliable and credible you are to your target audience, and leveraging the power of organic search traffic will help to build your brand’s online presence.

 

Credibility

 

It has been proven time and time again, people trust organic search results. Most people don’t click the first search result if it’s a paid ad; they click the first organic result. Search engines help people find relevant answers to their search query, and that’s where organic traffic pays off with its credibility. When people see that your site naturally comes up first for their Google search, they believe that your site must be relevant. Recent studies show that 67% of clicks are organic traffic instead of paid, which means that people are more likely to click on your site if it doesn’t have an ad attached to it. Credibility is everything in business, and investing in web optimization techniques like organic search traffic efforts can help attract new clients and maintain existing customers.

Organic Search Supports Your Marketing Channels

 

We’ve discussed the different strategies and tactics that make the digital marketing world spin on its axis. Organic search traffic supports those initiatives across all channels whether it’s social, paid, email, video, and more by continuing to build your online presence when you align these marketing strategies. This will take coordinated efforts from your social or content team members to maximize the impact. However, by working in tandem to incorporate relevant keywords and repurposing content, you will start to generate results that Google will love. Consider your “branded” keywords which you can put at the forefront of direct traffic in your industry instead of non-branded keywords, which may be better suited for seasonal campaigns.

 

Long-Lasting Rankings

 

The largest amount of internet traffic comes from Google. Normally, the objective of SEO is to improve the ranking of the website on various search engines. If your website contains valuable information or content for the public, Google will favor your website. Implementing organic SEO will increase the chances of ranking higher in Google, the number one search engine. Having your web page rank high in Google’s organic search listing can prove to be extremely valuable for driving traffic to your website. Google is constantly adapting and tweaking its search engine algorithm. However, there are some strategies you can incorporate to help improve your rankings like good content, writing meta descriptions, ALT tags, and having a mobile-friendly website.

Conversion Rates

 

Nobody loves conversions more than marketers. Conversions equal success whether you’re running a campaign or trying to generate a sale. Web traffic is not the only way to help a business achieve successful market penetration or customer retention. Implementing a carefully planned organic traffic strategy can achieve higher prospects of lead conversion, which can lead to converting your web traffic into sales. Organic traffic is highly likely to channel qualified prospects to a business, which is why businesses have to consider organic traffic as part of their digital marketing efforts. Investing in keyword research and optimization can help benefit the business by creating content that will be more likely to match web users’ searches and shifting their perspective to trust a reliable business.