04 Jan Organic Search Is Responsible for 64% of Your Website Traffic
Have you ever wondered how people find your website? No, it’s not by dumb luck! Digital marketing incorporates a number of tactics to make sure your website has an ample supply of traffic, but the main methods include organic search, paid search (PPC), and social.
Many people not in the “know” would assume that as in most forms of modern advertising (billboards, TV commercials, etc.) throwing money at paid search would equal the most profitable results. A new study by Conductor shows that PPC might not be the best way to go, and in fact you might be spending more money than you should on it.
It all stems back to the original study performed by Conductor back in 2013 where they analyzed 30 websites across six industries. They looked specifically at inbound traffic over a 12 month period, processing over 310 million visits in total. At the time, their research indicated that nearly 47% of inbound visits were organic.
First off, let’s acknowledge the fact that this study stated that nearly half of your website’s traffic is most likely coming from organic search – that’s huge! If you knew where half of your customers were coming from, wouldn’t you want to focus more of your resources on that area?
If you thought 47% of traffic being organic was huge, then you’ll be blown away by the fact that Conductor recently updated their study with information strongly indicating that the number is closer to 67%! If you want all the specifics then check out the article, but let’s focus more on what that means.
Paid Search vs. Organic Search
Paid search consists of Google Ads, website banners, etc. while organic focuses on naturally ranking for keywords such as Toronto electrician, or Vancouver chiropractor. The studies we referenced indicate that much more than half of all your website traffic is likely coming from the latter – organic search. That means that the majority of your customers will likely find you by searching for related keywords in Google.
First off, this study doesn’t mean that PPC advertising is completely without merit; it can still be valuable in quickly driving traffic towards a business website. Well placed ads can be an effective tool in a digital marketing campaign, but in most cases it definitely shouldn’t be the only weapon in your arsenal.
Organic search has been proven time and time again to be the biggest driver of customers to websites, and that fact should not be ignored by small business owners. If you’ve ever heard of the 80/20 Rule (or the Pareto Principle), you know that roughly 80% of the effects come from 20% of the causes. In terms relative to this article, that rule tells us that if 80% of your customer traffic is coming from 20% of your online marketing tactics, then it’s time to revaluate and implement a new plan. Redistributing some resources from a less effective tool such as PPC or paid search (the 20%) to a more effective tool like organic search optimization (the 80%) makes a whole lot of sense!
How Can You Take Advantage of Organic Search and Boost Your Traffic?
So you know that organic search is an effective tool, but how do you make your business stronger in that area? That’s where SEO or Search Engine Optimization comes into play. Many businesses are grossly mismanaged when it comes to their SEO and they don’t dedicate enough time or resources to it’s usage. Unfortunately the reason for this is most business owner’s don’t know enough about it, and therefore don’t want to put money into something they don’t have much knowledge of – fair enough!
If you’re interested in finding out how local SEO works and how it can help you capitalize on that 64% of traffic then give us a call (or email). We’d be happy to have a chat with you and answer any questions you may have – no obligations!