In web analytics, there are several channels from which a user reaches your website: ads, social networks, search engines such as Google or Bing. In the following article, we will focus on organic traffic. We will learn how to measure it, optimize it and increase it.
What is organic traffic?
The organic traffic represents the visits that come from search engines (Google, Bing, Yandex).
Why is organic traffic so important?
It is essential to maintain an organic channel quality for the success of a brand, a store, or the company that your website represents. To do this, we must know the particularities of this channel and why it is so important:
It is usually the majority traffic channel of a website, so we must take care of it and invest resources in keeping it always optimized.
The time to see results is medium or long term; it is not instantaneous as in the case of advertisements.
The way to reach our website is more natural since the user arrives through the keywords that he enters in the search engine, which expresses interest and curiosity about the subject related to our website. The user defines a need in the search, and our website is where he has come to satisfy it.
It is free. That means you do not have to invest money to receive visits, as in advertisements. You must use resources in an SEO consultant to keep it optimized.
Organic traffic is considered more qualified and therefore of higher quality.
How is organic traffic measured?
Analyzing and measuring is essential if you want to know the success or failure of the SEO strategy you are following on your website.
To analyze the organic channel, we must enter Acquisition> Channels> Organic Search. In this way, you already know how many sessions you receive and get them for the date you want.
Google Analytics Organic Traffic
In Google Analytics, we have a section that tells us from which sources all the traffic comes.
Once in the organic channel, you must select landing pages as the primary dimension ( Acquisition> Channels> Organic Search> Landing pages ) to know which pages are receiving the most organic traffic,
Google Search Console
With Google Search Console, you can analyze the impressions, clicks, CTR, and average position of the pages of your website. In addition, you will be able to know the queries for which users come to your website.
In addition, you can analyze a specific URL to find out the queries by which the user enters that page. And also, you can analyze brand and non-brand traffic.
How many traffic types are there?
There are different types depending on where the user came from on your website:
Organic traffic: the user reaches the page for a result of a search in the search engine.
Direct traffic: the user reaches the page by entering the URL directly or by using bookmarks, that is, having the page saved and accessing it by clicking on the bookmark. Keywords are involved in organic traffic, and it differs from direct traffic in this.
Paid traffic or Ads: it is the traffic that comes from the ads or sponsored links. It is never considered part of the organic traffic.
Social traffic: it is the one that reaches your website through social networks, such as Facebook, Twitter, etc. Social traffic is direct and straightforward. For example, you like a video on social networks and you probably will click the link to see more. That’s how influencers on YouTube promote a product.
Referral traffic: visits come from external pages, affiliates.
Others: are visits that cannot be tracked.
9 keys to increasing organic traffic on a website
In order to increase the number of organic visits to our website, it will be necessary to have an SEO positioning plan in which a series of:
to follow according to website and type of project.
An SEO expert will be in charge of determining and outlining all the needs of your website and establishing a dynamic of action for optimizing this channel.
To increase organic traffic, you will have to focus on the following points:
1- Define your typical client and your business objectives
Do you know who your buyer persona is? We must be clear about who our target is by determining what our type of client is and then create an information architecture according to their needs and concerns.
2- Carry out a Keyword Research
Keyword research is essential to know if you are targeting the right keywords for your niche or not. You should not leave aside the suggestion of keyword opportunities that many tools provide us, and know if we are missing something important.
3- Monitor the positions of the keywords
Many tools offer us the tracking of the positions of our website for important keywords. Understanding your fluctuations and correcting negative variations will be critical.
4- Control the competition
We must always analyze the competition to examine what their strategy is like and analyze our position relative to it.
5- Define a content strategy
The content strategy must follow a plan drawn up, taking into account the type of client we want to address. It must be 100% original and of quality. For this, it must be perfectly drawn up in an editorial calendar that attacks all kinds of important keywords for our business. All content must follow a keyword strategy and be perfectly optimized for SEO. It must always be oriented with the user in mind and satisfying their search intention.
6- Increase the CTR of your rich snippets
Use Search Console to monitor pages that have a lot of impressions but have dropped clicks. You can change the metadata (title, meta description, headings) to encourage users to click.
7- Carry out Link building campaigns
The links that point to our website have a very beneficial result for positioning and also help to reinforce the branding of the brand and its reputation. We must orient ourselves to achieve quality links in the sector of our brand or company. A widely used technique is guest blogging because, by means of a guest post, the technique consists of writing an article on a blog with a similar theme in order to include a link to our website.
8- Have the focus on Mobile
Let’s not forget to guide our website in the optimization of mobile devices. In recent years, mobile visits have grown exponentially. The web must be accessible from any device so as not to lose users and be well optimized.
9- Measure everything with a good web analytics system
We must select the most essential SEO KPIs according to the strategy to be able to keep track of the web and know if the strategy is working correctly. To do this, we must take into account:
Sessions: a clear indicator of how much they visit the web and know which pages are the most visited.
New vs. recurring users: it is an index to control whether our users are new or mostly recurring.
The bounce rate: it tells us which pages are the most bounced and which are not. We must take this into account to improve the optimization of the pages with the highest bounce rate so that the user does not leave the session and continue browsing.
Average residence time: it is necessary to know the time that users spend on your website.
Pages per session: knowing the average number of pages that a user visits per session will give us an indication of how navigation is.
Sources: they allow us to know from the search engines from which they reach the web.
Organic search fonts
Listing with all organic search engines is sending us traffic.
Conversions: we can know which pages are converting better.
Assisted conversions: we can know when a conversion has occurred thanks to the organic channel.