Most visitors find their way to your website through organic search or paid ads. In the past, clicks through organic search have been quite low. Paid ads are generally featured at the top of the SERPs(Search Engine Results Page) and organic results appear below these ads. This is why most users notice the ads first and click on them. However, according to research conducted by Merkle, organic search has seen substantial growth in 2017 after two years of poor performance.
What does the report indicate?
According to Merkle’s report, organic search site visits increased by 6% in Q4 of 2017. This is the strongest indication of growth since 2015 and was seen on both, mobile and desktop platforms. The latter had experienced a sharp drop in 2016, which made this growth an unexpected surprise.
Organic search growth on the mobile platform
Smartphones have become almost ubiquitous, and the volume of mobile searches has overtaken desktop searches by leaps and bounds. People are more inclined to use their phones while looking for information online, which has led to a surge in organic search growth. According to the same report, organic search traffic into sites grew by 15% on the mobile platform. Of this, 56% came from Google and rest came from Bing and Yahoo!
Google leads the charge
Organic site visits delivered by Google grew by 8% in the last quarter of 2017. Despite this success rate, other platforms delivered more site visits than organic search traffic. Surprisingly, the growth in traffic from paid sources on Google dropped from 19% to a mere 8%. In comparison, social media, emails, and display advertisements showed stronger growth. However, Google delivered 24% more overall traffic volume than social media.
Why is organic traffic still important?
Organic traffic is slow to come and you need to invest time and effort to attract it. Paid traffic and social media tend to bring in faster results and greater volume initially. This makes people doubt the relevance and effectiveness of organic traffic. Here are some reasons why it’s a good idea to invest some time and money into generating it:
- Relevancy – The organic route brings in more relevant traffic to the website. In some industries, it outperforms and provides better results per visits than paid traffic. However, it’s a good idea to combine both these mediums for best
- Time spent on the site – Traffic that comes in through organic mediums generally spends more time on web pages than that which comes via paid mediums. The former has intent-based motivation to visit your website. They actively search for a target keyword, browse through the results, and choose to visit the website so they’re looking for specific content and are more likely to stay longer.
Paid mediums will only bring in traffic as long as you pay them so they require consistent and regular investment. Organic mediums will consistently keep generating traffic for years to come, which makes them a great investment.