The term “organic traffic” refers to all the hits on your website that result from clicks on search results (links) for which you have not paid. Organic traffic is the opposite of paid traffic, which is generated, for example, by Google ads or sponsored entries in a search engine.
Organic traffic therefore does not incur recurring costs per click, like Google Ads or ads in other search engines. However, it is not free either. To generate organic traffic to your website, you must offer relevant content, because search engines use AI (Artificial Intelligence) to gauge which articles will provide the best answers to online searches. Your content will rank highly only if it is relevant.
The equation is simple. Relevance increases the visibility of your content. More visibility, especially on the first page of search results, leads to more clicks. More unpaid clicks mean more organic traffic for your listings.
How dependent is organic traffic on Google ranking?
Organic traffic occurs when a search engine user clicks on a link to your online presence. This can come from searches on Google as well as other browsers, like Bing or DuckDuckGo. It is no secret, however, that about 95% of all consumers click on links on the first page of search results. Therefore, to increase organic traffic it is vital to appear on that first page of search results, roughly in the top 10.
You don’t pay per click for organic traffic, but that doesn’t mean it is free, or easy, to generate it. There’s a reason that a huge industry has grown to help companies generate relevant content presented in a way that is optimized for search engine results.
How can you improve your Google ranking to generate more organic traffic?
A wide range of SEO measures can lead to more organic traffic. They can be categorized, roughly, as technical or content-related SEO measures. The latter are often also referred to as content marketing.
Technical SEO is primarily about satisfying certain formal and technical requirements of Google. The Google search algorithm checks, among other things, whether a website opens quickly, whether the site is organized well for Google to analyze its content, and whether it displays well on mobile devices. Technical SEO is therefore at the beginning of every project to optimize organic traffic.
Content SEO, so-called content marketing, is primarily about optimizing the quality of the content. Only relevant content has a chance of being listed high in Google Search and triggering the desired interaction.
To determine whether content is relevant, Google uses a search algorithm with the help of AI (artificial intelligence). However, Google keeps this strictly secret so that no one writes content specifically for the algorithm and AI. Search engine optimizers and content marketers alike therefore rely on a kind of “reverse engineering.” They take a close look at the search results for certain search terms (keywords) for which they want a high ranking. From this they draw conclusions on how to structure their content and which keywords and topics they need to serve.
This requires considerable effort and the involvement of various specialists. Analysts examine the search results for certain keywords and develop a list of articles based on those keywords. Then they create guidelines, called briefs, for editors or content managers, who develop content based on the briefs.
At rellify™, our data analysts start by using our machine learning tools to crawl your website and those of your competition. We determine which topics are used by you and your competitors, how they are searched for, and what content search results point towards these topics.
Then, we use artificial intelligence tools and our own expertise to organize those tens of thousands of keywords into clusters. From there, we determine which topics you should address, and which keywords, questions and search terms will make up relevant and meaningful content to generate organic traffic.
Working through that list of relevant articles, our editors create rellify™ Smart Briefs. With these detailed, AI-based instructions you can have your writing team or freelance writers create content that has the best possible structure. As a result, your organic content has a great chance to appear on the first page of search engine results.