When it comes to website traffic, organic search is king. According to BrightEdge Research, on average 53.3% of all website traffic comes from organic search. That’s a significant number, and it’s only going to grow as more and more people turn to search engines like Google to find the products and services they need.
What’s surprising is that very few businesses reflect the importance of organic traffic in their marketing budget. With over half of all website visits coming from organic search, you would think businesses would be investing a significant amount of their budget into growing that number. But that’s not the case. Organic traffic is often seen as a “set it and forget it” type of thing, when in reality it should be one of your top priorities. Here’s why.
- It’s the fastest growing source of website traffic.
Organic traffic is not only the largest contributor to overall website visits, it’s also the fastest growing source of traffic. This is thanks in part to a shifting consumer landscape. Audience behaviour is showing a shifting of trust away from social media platforms while Google tops the Morning Consult list as a most-loved brand.
- It has a high conversion rate
Along with being the top source of website traffic, organic search also has a high conversion rate. When consumers are able to find your site when searching for a specific need they are also more likely to be ready to purchase. In fact B2B Companies generate 2X more revenue from Organic Search than any other channel.
- You can’t rely on other sources of traffic
Other sources of traffic—referrals, direct traffic, social media, etc. are important too but for the most part they are rented spaces. Meaning you don’t really have control over how your content is viewed or distributed.
In summary, if you’re not investing in SEO, you’re missing out on one of the most powerful (and growing) sources of website traffic out there. With over half of all website visits coming from organic search, it’s clear that businesses need to invest more time and money into growing their organic traffic if they want to stay competitive. By doing so, you’ll be able to attract more visitors and convert more leads into customers or clients.