I busted my running shoes last week after my customary weekly run and was searching Google for a new pair of shoes to replace the old torn pair. As I was scrolling through the page results, I came across Running Wearhouse. After browsing through the site, I ended up purchasing $78 worth of shoes and running apparel.
This entire buying experience made me research on consumer buying habits on Google. I was awestruck with the sheer numbers that were unveiling before me in the course of my study. It struck me that 47 percent of consumers view 3-5 pieces of content before talking to a salesperson. About 51 percent of all website traffic is generated from organic search. In comparison, the revenue captured by organic traffic is over 40 percent.
I realized that is why organic search is vital for a marketer. It helps a brand, generate sales, and provide value to its audience. Let us learn more about organic search and how to measure it.
What is organic search results?
The unpaid results that appear on the search engine results page after a query is called Organic search results. In the example below, when I typed Running shoes in Google, the unpaid results are all a part of that organic search. Organic search is devoid of advertisements, whereas non-organic search results do not filter out pay per click advertising.
These results are customarily generated based on search engine optimization (SEO) factors, including relevance, backlinks, Keywords opportunity, Keyword ranking, and domain authority. The search engines could also show paid results, known as pay-per-click ads or display ads. These ads are denoted with the word “Ad” before the hyperlink, as shown in the example below.
Tips to improve your organic search:
- Pay attention to the search intent while targetting keywords to rank highly on search engines. It more likely prompts users to click on your page.
- Always do better keyword research to understand your audience’s needs.
- Creating and maintaining a blog helps as you can dictate the content your target audience wants and needs. It communicates what your content is to search engines so they can share it with your target audience.
- Be active on social media and optimize pages for SEO to improve organic search rankings.
- Always track your competitors. Pinpoint what your competitors are ranking for and what is working for them. If your competitors are gaining traction with organic search, try and reverse engineer with your strategy.
Success and Organic Search:
Organic traffic is one of the leading traffic sources, and most inbound marketers focus on this since it guarantees a long-term source of traffic once the strategy succeeds. An organic search strategy is time-consuming, but it is more likely to generate leads and revenue because it is a disciplined form of content delivery.
Organic search is a sure short success story as it produces relevant traffic as there is a lot of straightforward answering of user’s queries. With organic search, net users become aware of your business or brand who aren’t already.
Now that your organic search strategy is up and running, how to measure or report it? Integrate organic search traffic KPI with related web metrics to provide a complete view of marketing performance. Always see KPIs within the broader context of online marketing campaigns. You can monitor organic search traffic results with click-through rates, marketing return on investment, and link building metrics.