Organic search: What is it and why should your business be using it?

There have probably been many times in your life where you’ve looked for advice about a potential situation and you were told to “just let it happen naturally.” That philosophy also works in the world of marketing.

Organic search, sometimes known as natural search, can play a large role in the growth of your business, but it’s important to know about the ins and outs of it in order to make sure that it’s being utilized correctly. We’ll talk about organic search from every angle so you can understand how it works and the benefits that it can bring you.

What is organic search?

Let’s start off with the basics of organic search. The definition of organic search is the listings that come up in a search engine that aren’t paid advertisements.

In the world of marketing, businesses want their content to rank higher in organic search results than their competitors’. You want to increase traffic to your website through keyword-relevant content. 

Organic search results are based on a variety of factors, including:

  • Relevance to the search query.
  • SEO.
  • Domain authority.
  • Backlinks and internal links.

Why should you use organic search in your marketing strategy?

It’s no secret that you should be utilizing as many marketing strategies as possible. But by learning about how organic search can help you grow your business, you can make sure that you have enough resources, time and team members focused on ranking as high in organic search results as possible.

Here are a few reasons why you should use organic search:

  • Cost-effectiveness — Even though there are still tools that you can purchase to help you gain traffic through organic search, it’s a cheaper option than paid advertisements while still accounting for more than 53% of all website traffic.
  • Sustainability — Once you catch traction through organic search results due to gradually improving visibility, it can provide long-lasting results that you can continue to benefit from over time.
  • Credibility — Your authority and reputation have a large impact on your customers’ loyalty. People tend to trust the results that rank high in search results because they associate them with greater expertise and authority over the lower results.

Why is organic search in Google Analytics?

While there are different ways that you can approach organic search traffic, search engine optimization should be at the top of your priority list. SEO refers to helping search engines understand your content so that they can align you with relevant search queries from potential customers. It can include factors such as keyword selection, content quality and schema markup.

The thing about organic search using SEO is that it doesn’t do any good if you’re not tracking the metrics. It’s important to take note of how your organic search is performing as you create content and utilize SEO in order to see what’s working and what’s not. Google Analytics is an essential tool for organic search. 

Google Analytics is a tool that helps you track a customer’s journey and analyze real-time data relating to your website traffic. There are both free and paid versions. Organic search is in Google Analytics because it helps you compare organic search metrics to other potential avenues, such as paid search.

Google Analytics helps you track a long list of metrics pertaining to your organic search performance, including:

  • Time on page — Do your potential customers engage with your site? Or do they get bored quickly and move on to the next result? This metric shows how long a site visitor spends reading your content on any particular page.
  • Organic conversion rate — It’s one thing to rank high on Google search results; it’s another for the searcher to actually click on your listing and take steps toward becoming a customer. A conversion rate shows how often someone visits your site through organic traffic and takes action, such as providing their email for updates.
  • Mobile device traffic — Phones are practically glued to our hands at this point, which is why many people will turn to their mobile devices to complete a Google search. By seeing how many people visit your site through listings on their phone, you can see how mobile friendly your site is and tailor your interface accordingly.

Want to attract new visitors to your website through organic search? BURG+CO. can help

Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.

Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.

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