Understand what organic traffic is and why it is essential to your online strategy – WAU
Organic traffic is the set of visits that were won spontaneously, that is, when there is no investment in ads. Do you want to know why it is so important to your company and how you can leverage it? Then check out this post!
Digital Marketing starts with attracting people. If you are unable to bring the right audience to your digital channels, you will not get results.
For a long time, the main ways to get potential customers’ attention were paid. But with the advancement of the internet, this scenario has changed for the better.
Nowadays, you can generate visits to a website without spending any money on ads or buying mailing lists – this is what we call organic traffic.
Organic traffic is rightly the main objective of many companies that invest in creating a digital customer acquisition strategy.
Do you want to know why so many people care about this, and how your business can also benefit from organic traffic? Just keep reading!
Understand the concept of organic traffic
All visits that a digital channel (such as a company’s website or blog) receives are called traffic.
Organic traffic is nothing more than visits spontaneously won, without using ads. This type of traffic usually comes from search engines like Google and Bing.
It is not possible to say, exactly, that organic traffic does not involve any cost, not least because the strategies to attract visitors cost money and take time.
But the main difference between organic and paid traffic is that you spend money once to reap results for a long time.
A blog article that you produce will take time and cost money, but it can generate results today and a year from now. Meanwhile, an ad only lasts as long as you pay for it.
Find out what are the other 4 types of traffic you can generate
If you’ve ever accessed the Google Analytics dashboard, you may have seen several different traffic names. What do they mean?
Basically, traffic is divided between paid and organic, as explained above. But the terms used help to understand more specifically how a particular visitor arrived on each page.
In addition to organic traffic, see what each of the other names means:
- paid out: attract visitors by placing ads on Google or websites that your audience often accesses;
- direct: is when a person accesses your site directly, without coming from another site. It is still a form of organic traffic, since it does not come from paid sources;
- Social: it is the accesses from social networks, something common in the case of links shared in these channels, that direct traffic to a website;
- of reference: when someone visits a page from any website other than a search engine. This is what happens with backlinks to an article on your blog, for example.
See 5 benefits of investing in organic traffic
At the beginning of the article, we said that organic traffic has become the main target of many companies that decide to invest in digital marketing.
Now is the time for you to understand why. See the benefits that this strategy can bring to your business!
First, organic traffic contributes to the cost reduction of your marketing strategycompared to using ads.
Consequently, the profit margin on sales is higher. With that, it can be said that the cost-benefit ratio of organic traffic is unbeatable.
Ads are not scalable. From the moment you stop spending on them, your traffic will decrease.
In addition, the cost to attract a large number of qualified visitors may be impractical. With organic traffic, the opposite happens: the more visits, the lower your cost.
Google shows you when a result is a paid ad. Thus, users already know that the page in question is trying to sell something to them, which decreases confidence in the information presented.
The organic result, in turn, is considered to be genuine and gains greater credibility right from the start.
The duration of the results of an organic strategy has no expiration date.
A single blog post can generate millions in sales over a long period, which is almost impossible compared to the cost of keeping a paid traffic campaign running continuously.
5. Relationship building
Paid traffic has its value, but it is more suitable for those who want to make an immediate sale. To build close relationships and accompany customers throughout the purchase journey, organic traffic is the best choice.
Just consider what we talked about cost, user confidence and the possibility of scaling up efforts.
Discover 3 strategies focused on organic traffic to apply immediately
If you are already convinced that organic traffic is really a good strategy to invest, the only question on your mind right now must be “How to get visits organically?”.
And the answer is: with appropriate strategies for that, like the ones we show below!
1. Content marketing
Content Marketing is one of the pillars of Digital Marketing. The generation of organic traffic, today, hardly happens without any type of content that interests the persona.
So if you want to attract qualified visitors without having to use paid sources, learn how content marketing works and what you need to do to apply it consistently.
SEO (Search Engine Optimization) is the optimization of search engines. This means making your site easier for Google to find.
SEO, like content marketing, is an excellent strategy, but it takes time and requires discipline. Depending on how your site looks today, a lot will need to be changed.
But have no doubt that the effort is worth it: a site well regarded by Google is a strong candidate to generate organic traffic.
3. Email marketing
Building a relationship with the people who access your content is the only way to turn simple visitors into leads and, later, into customers.
Email marketing is one of the best channels for cultivate the interest of your captive audience with updated and relevant content.
And, with an email list, it’s easier to direct visits to your content than just promotion on networks.
Discover 5 basic hacks to boost your organic traffic generation
In addition to complete strategies focused on acquiring organic traffic to your website or blog, there are other minor attitudes that are also essential for success.
Check out the 5 basic hacks you need to follow to boost the generation of qualified organic traffic for your company.
1. Total focus on the persona
There is no point in producing content thinking about what Google considers relevant and forgetting the persona. Remember that people who are going to consume what you produce are people.
Think about what your persona wants and needs, learn how it seeks answers to your main questions or problems and shape your planning based on this data.
2. Create a strategy for your keywords
Keywords are still very important to rank well in search engines, as they are the ones that help these sites determine what the user is looking for and what content best meets the demand.
Websites Are Us has already achieved incredible results by improving the structure of keyword searches. No matter how big your blog is, make it a priority from the start.
3. Fancy content description for Google
Google allows content to appear differently on the search page in order to attract users’ attention.
You can customize the title of an article or page, as well as the meta description of what the person will find if they click on the link.
Optimize your content with copywriting techniques to persuade the user and increase the clickthrough rate.
4. Publish the same content in different formats
It is very important that your content is of high relevance to the public, but that does not mean that it needs to be distributed in one format.
In fact, it is recommended that you modify a piece of content to publish it in different formats. The same material can be used as:
Each of these formats can be published on channels that generate organic traffic.
5. Spend as much time promoting and producing content
The tip above has everything to do with this point, as it is still a great effort to promote the same content on several different sources of traffic.
Do this with each piece of content you produce. If you create a video, why publish it in one place? Post to YouTube, Vimeo, Facebook, IGTV and your own website.
Invest time promoting your content. The more you do this, the more people will find your message and contact your brand without having to use ads.
Organic traffic requires time, research and regularity in producing content that creates value for the persona. But all the work is worth it, as it brings consistent, scalable and long-lasting results.
Now just get your hands dirty and apply the tips you learned here. And if you want to learn even more, be sure to check out our complete content on how to master Google!