Discover why organic traffic is essential to your online marketing strategy
Have you ever imagined how incredible it would be if, to gain a solid base of visitors, you didn't need to invest in traffic? Well… we know that for our results to be satisfactory, investment is necessary. Obviously, all within pre-established parameters. But, there is a way to ensure that visitors reach your website without the need for investment in advertising, for example. This is what we call organic traffic.
But how can we do this?
Just like any other question related to results, this is a very common question in our segment. After all, organic traffic allows you to reach your goals, without the need for large investments in paid ads.
Furthermore, focusing on this type of visitor also provides a higher quality of leads generated. This is because, in general, they are attracted to your content in an “organic” way without necessarily needing to convince them of this.
However, gaining organic traffic is not an easy task. Because competition on the internet is increasingly fierce and search engines are constantly updating their algorithms.
Furthermore, search engines use different criteria to classify content, which makes it difficult to predict how your site will be evaluated and, ultimately, how to attract organic traffic.
Indeed, this is a complicated task, however, here at Beatz we believe that, with strategy and planning, nothing is impossible. Indeed, achieving organic and quality traffic requires effort, study and dedication. Therefore, some tips are always welcome.
So, get ready! Well, today we're going to tell you everything you need to know about organic traffic, the reasons for your company to invest time in this task and how to do it. Have a good read!
What is organic traffic?
All visits that a given website receives, regardless of the source, are called traffic. In this way, organic traffic is all visitors who arrive at your blog spontaneously, without you having to invest in reaching them.
In this way, we can say that organic traffic is the result achieved without investing in ads. This does not mean that there are no costs when adding strategies to stimulate this metric. After all, this process takes time and costs occur with content production, for example.
But why is it considered valuable? For the simple reason that it is achieved naturally, through SEO and content marketing strategies. Does this mean you just need to wait for leads?
Well, it's not quite like that... you still need to work to improve your search engine rankings in order to attract organic traffic. This requires strategy and dedication, i.e. time.
However, its main advantage is that this investment is made only once, and can bring returns for a long time.
So, if we think about a blogging strategy, an article published today can cost money and take a while to deliver a significant return. But, a year from now you will still reap rewards with this same content.
In addition to organic traffic, there are even more ways to divide your website's traffic, and understanding them is essential to determine the next steps of a digital marketing strategy. So, let's talk about the different types of traffic. Check it out below!
The 4 main types of traffic
As we saw previously, it is not just from organic traffic that a marketing strategy is formed. In short, the origin of a visitor can be divided between organic and paid. But within this, we can expand the discussion.
Delving deeper into this topic can give you a better perspective on how your website visitors reach you, and what the gateways to your website are. So, in addition to organic traffic, you may also come across the following traffic:
- Payment: visitors who come to your website from advertisements that can be served on different platforms;
- Direct: This is when a visitor arrives on one of your pages without coming from another website. He can do this by typing a URL, for example;
- Social: is traffic coming from social networks, generally originating from a link shared on these platforms;
- Of reference: This is when the visitor came through a backlink, which is referencing your website.
Among these, we can classify as organic, direct, social and referral traffic. After all, in most cases there is no need to invest in advertisements to attract visitors through these channels.
Why invest in organic traffic?
By now, you can already see that organic traffic is the favorite of many companies. But, you need to understand why it is so desired. After all, there are unique advantages in strategies that aim to increase the number of spontaneous visitors.
Therefore, we can say that organic traffic is important for several reasons, including:
- Cost: it is not necessary to invest in ads to generate organic traffic;
- Relevance: users who arrive at the website or blog through organic traffic are really interested in the content it offers;
- Duration: the results of an organic traffic strategy are lasting, as they do not depend on paid campaigns;
- Relationship: Strategies that target organic traffic are fundamental to extending the relationship with visitors through mutual interest.
In practice, we know that investing in marketing strategies that aim to increase organic traffic provides several advantages for the positioning of your company. Therefore, we see the interest of the various professionals who invest in this type of campaign.
However, studies show that a well-structured content strategy for social media, blog and even sales tools is in the top 1 factors that impact ROI. Furthermore, research carried out by HubSpot says that among the main metrics to be analyzed is engagement.
In other words, organic traffic is not only extremely beneficial for your company, but it is also the future of marketing and strategies for retaining qualified leads. After all, everything is linked to the vision that visitors have regarding your content.
How to generate organic traffic to your website?
We have already talked about its advantages, the types of traffic, and explained what this important metric is. The time has come to see how this can be applied, right? So, let's list the main strategies for your company to achieve the best results.
Content Marketing
Content marketing is a strategy that aims to attract, convert and retain customers through the creation and distribution of relevant and quality content. Content can be in different formats, such as: articles, videos, e-books, infographics, webinars, among others.
Content marketing is an attraction-based strategy, or inbound marketing. This means that the focus is on attracting customers to the company, rather than going to them with advertisements and promotions. Content is used to educate, inform, and solve customer problems, making them more likely to be interested in the company and its products or services.
SEO
SEO, or Search Engine Optimization, is the set of techniques and strategies that aim to improve the positioning of a website or blog in search results.
Search engines, such as Google, use several factors to determine the positioning of a website or blog. Therefore, understanding these factors is essential to make better use of what the internet has to offer.
E-mail marketing
In the same way as we saw in content marketing, e-mail marketing is a strategy that aims to attract, convert and retain customers, only this time, by sending e-mails. Therefore, emails can be used to promote products or services, share informative content or publicize promotions, being an excellent tool for generating traffic to your website.
The importance of SEO for organic traffic
Showing your website to a considerable audience is the result of numerous processes that we call SEO (Search Engine Optimization), that is, search engine optimization. This way, you prepare your page so that nothing interferes with its ranking on Google results pages, for example.
If you don't already know what SEO is, you'll want to check out our complete article on the topic. But, we can remember some details right here.
An SEO strategy involves several factors that, in general, are connected to Google's recommendations for good practices. This way you, “strategically”, tell the search engine that your page has all the requirements he asks for that vacancy.
We need to think of Google as a big content curation service. As a service provider, he must value the quality of what he delivers to his user. Therefore, we rarely see bad content on the first pages.
For this to happen, it is estimated that there are more than 200 factors that impact the ranking of a website. But, it doesn't mean you need to go crazy trying to create the perfect blog. There are some factors that have more impact than others, and our job is to ensure that the content complies with most of them.
Among these requirements, we can mention:
- Time spent on the page;
- Quality and originality of content;
- Domain authority;
- Structuring internal linking;
- Keyword distribution;
- Multimedia files;
- Responsive design;
- Image optimization.
In other words, your efforts should focus on delivering a positive and enriching user experience. Therefore, we recommend that you don't care so much about the machine, after all, it wants to help people and your content needs to do that.
How to measure organic traffic?
As previously stated, the investment here is not in advertisements, but in strategy. Understanding what Google (or any other search engine) thinks to define the quality of your website is fundamental in the process of measuring results.
When we talk about organic traffic, there are several tools to assist in the analysis, and the Google Analytics is a good example. These tools allow you to see the number of visits, pages viewed, average dwell time and other important metrics.
In addition to these, among the main data, we can mention:
- Bounce rate;
- Origin of traffic;
- Key words.
By tracking these values, you will understand how people are finding your website or blog and how they are interacting with it. This helps you make strategic decisions to improve your website's organic traffic.
Tips for implementing efficient strategies focused on organic traffic
Human
Having a well-defined persona is essential for thinking about the best formats and content to attract an interested and loyal audience. Furthermore, well-directed communication is essential to ensure that your company is in tune with the right people, avoiding noise in the message you want to convey.
Bet on multiple formats
The same theme can yield a series of posts on social media, blogs, e-books and much more for your company. Bet on a variation of formats so that you can reach people on different channels, increasing the chance of increasing organic traffic to your website.
Promotion and production go together
It’s not enough to produce, you need to show this to all your traffic sources. Therefore, take advantage of the ease of sending emails and different social networks, and show your audience that you have much more to offer.
Is it time to improve results? Tips for increasing organic traffic
Well… now you know everything about organic traffic and its importance for marketing. But how can you actually implement strategies with this objective in your routine? We have put together some tips that can help you understand more about these strategies in practice. Check out!
1. Optimize your website for search engines
As we have seen, SEO is a factor that impacts the race to increase organic traffic. After all, we are talking about tactics for optimizing the search engine’s analysis of your content.
Therefore, to increase organic traffic, it is essential that your website is optimized for search engines. This includes working on SEO techniques such as using relevant keywords, creating meta tags, structuring content, and optimizing images. Additionally, it's important to ensure that your website is easy to navigate and loads quickly.
Remembering: everything focuses on the experience the user is having on your website. If it is bad, Google understands that it is not advantageous for the user and will prioritize other pages to the detriment of yours.
You can check out even more SEO tips for your website at our definitive guide. Access right now!
2. Create quality content
Attracting people requires offering something valuable. Therefore, creating quality and relevant content is essential to attract organic traffic. Furthermore, it is important to keep your website updated to ensure that search engines consider it as something that should be shown, and obsolete messages end up losing space in this race.
3. Do link building
Link building is a process that involves acquiring links from other websites pointing to yours. Links are important because they serve as a kind of “vote” for your website, indicating to search engines that your content is valuable and relevant. Quality links can also help increase your domain authority, which can improve your ranking in search results.
Additionally, you need to work on your website’s internal linking. There is a rule (which is not really a rule) that the most important pages on your website must be 3 clicks away from the home page. In other words, determine what the main content is (main keywords) and direct the audience to it, through complementary articles.
This process tells Google that there is a hierarchy on your website, where certain keywords are more important than others, helping with ranking. But, it can also help your audience find the content they want more easily.
4. Use social media
Social media is a great way to increase your website's organic traffic. In addition to allowing you to promote your content widely, they can also be used to build relationships with other sites and influencers, which helps increase the number of links pointing to your site.
5. Make use of organic traffic data analysis
To increase organic traffic, it's important to understand how users are finding and interacting with your website. This includes tracking which keywords are driving traffic, which pages are generating the most engagement, and what the traffic sources are. Use data analysis tools, such as Google Analytics, can help you identify the strategies that are working and the ones that need to be adjusted.
Beatz Podcast
As we saw previously, generating organic traffic is a task that requires study, time and dedication. So, the first step is to consume interesting content. The Beatz Podcast brings together the best topics for this journey, with the support of experts who come to our studios to tell you all about the best marketing, sales and management strategies.
New episodes are available every Tuesday from 9:30 am. We wait for you in our official YouTube channel. And you can also follow us through our profile on Spotify!
Your company needs a strategy aligned with its objectives. Beatz has everything you need to achieve positive results, based on concrete estimates and entirely based on the data you already have. We know how to apply this to your business, through a methodology made from scratch, to help you conquer your space on the internet. The time has come to meet the Trust Marketing!