If you would like consistent organic traffic for your website, then you’ve got to put a working system in place. Better yet, you should put in place an organic traffic “pipeline”. A half-baked approach to search engine optimisation only yields meagre results regarding driving organic traffic.
Every so often, you will hear that relying on organic traffic is almost like playing the lottery. The odds aren’t in your favour, and it’s win or lose – mostly lose. No online company could exist without relying to some degree on search engines, especially Google. The people in your audience use search engines to look for information. According to Search Engine Journal, 70% of the links search users click on are organic.
No matter how much traffic you decide to buy through either native advertising or other media channels, one day you’ll need Google.
Misconceptions About Organic Traffic
You might think that as organic traffic encompasses both queries – which include your brand name (by which we mean navigational keywords) – in addition to queries that are related to your products and services, you should strive to optimise it all the same.
This is one of the misleading online behaviours and flawed ways of viewing organic traffic. As not all of the organic visits you get from Google represent SEO traffic. Let’s (re)align on what “brand” is for SEO.
In brief, we talk about brand in the SEO context when we refer to navigational keywords that are related to your company.
As times, internet searchers will type your brand name in Google just as it’s easier to get to the end result as opposed to typing in your exact URL. Sometimes it’s owing to the fact that they want to navigate straight to the landing page they are interested in.
Let’s take Amazon’s example.
If a person is typing “Amazon com” in the search bar, the intention is quite clear. But what if someone types “Amazon com Trillion Dollar Coach book”? This is also a form of branded or direct traffic because again the intention is to search for that specific book on that specific site.
In contrast, if a person types “Trillion Dollar Coach book”, then they want to find out more about the book and are probably researching the best place to buy it from and/or the best price.
That’s quite a difference in search intent. The first example speaks to your brand’s popularity, the other is competing for the user’s attention. It’s the latter that we can fully influence through SEO.