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Top 3 Reasons Why Organic Search Is Better

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There was a time when digital marketers used to solely rely on search engines to drive traffic to their websites. That also used to be the time when digital marketers used to swear by SEO and did all they could to be on the top of Google search. Relevant search words by your users was the only way of generating traffic to your website.

But, now all that has changed. Enter SEM – search engine marketing or paid SEO. Digital marketers now do promotions on Facebook, Twitter, Instagram, and other social networking sites. Organic is no longer the only route to get traffic to your website. Marketers no longer hyperventilate by their Google Rankings.

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Websites now get traffic from sources other than Google, and are pretty happy in chasing these other referral sources to get their new traffic from. Most companies now use their budget on Facebook, Twitter, Pinterest promotions to get more and more users to their websites. They do not need to abide by Google’s standards to get increased traffic to their websites. But, we say that organic traffic is still better than paid traffic. It is indefinitely more reliable a source for driving traffic to your websites.

Here are the top 3 reasons why we believe so –

  • Less or no control on referral site traffic

It is increasingly seen that most websites get their major traffic from Facebook. These sites see a  very low traffic from Google. And they don’t seem to be bothered by this fact because the Facebook traffic that they are getting is itself so high.

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The Facebook-traffic-love-affair is very much real and with justified reasons. Which marketer wouldn’t love a site that sends millions of users to their websites through just a single referral source. But, this is a happy situation only till the plug is pulled by these websites.

All the social media websites are closed systems – like a walled garden. Somebody is providing the water and manure for your plants regularly. Your garden is, no doubt, flourishing although you have no control on how often to water it or fertilize it. But, what happens when one of these websites suddenly decides to not let you show off your garden? What happens when feeds get personalized or affiliate links are cut off? You are at the mercy of the social media platforms when you depend on them for the bulk of your traffic. You wind up paying huge amounts on advertising to keep that traffic flowing. And these changes happen overnight which doesn’t give you much time to adjust to the new algorithms. You might argue saying Google does this as well. But, these are almost always fixable when you have a good team, and your organic traffic can always be recovered. You may have to increase your advertising budget while you get  the issues fixed, but they are fixable and the traffic doesn’t get erased – it returns.organic-search-traffic

  • Site stickiness

You may have observed that although social media sites and paid ads drive huge traffic to your website, the visitors do not stick around your website for long. The bounce rates are high from these referral sources. The number of pages they see are also comparatively low. Which in hindsight makes sense. If you see a Facebook ad and go to the website, you do not linger around for long. Youcheck out the website for the reason it caught your eyes, you browse a page or two and then leave. It is observed that this site traffic view around 1.2 to 2 pages at most. This is also logical because Facebook is not meant for overall site traffic generation or customer loyalty, they mainly improve article visits. Similarly, Twitter is more of a loyalty inducing site rather than creating traffic towards your articles. In case of Pinterest, users generally do not leave the site at all unless you are selling something. Therefore it can be said that ads are a source of generating first time traffic but not recurring visits.

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On the other hand, organic traffic is different. It matches your users intent with your keywords. Which means that they were searching for you actively and once they find your website, they are more likely to stick on your website for a longer duration with more page views and most likely have a better chance of returning to your website later. Thus, organic search createslong term and loyal visitors with lower bounce rates.

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  • Investment levels

The problem with paid sources of referral traffic is that the traffic will come only as long as you pay for it. Once you stop paying, the traffic will fall down as well. It can be viewed as if this traffic is taken on rent. You get immediate visitors but they aren’t long term nor are they loyal. They have visited your site only because you came on their path and they found it interesting at that point. They will rarely return to your website. They may revisit only if they had a good experience on your website. On the contrary, in organic search they were looking for you. And upon visiting if they have a good experience there is a high chance that they will return to your website. Furthermore, with investments in organic search, you can always reduce your spends without affecting your traffic levels. Plus, you can sometimes even take short breaks and divert funds in other traffic sources if required. This will also not affect your traffic provided it is as short break and in addition you get more traffic from the place you put the diverted funds in.

So you can see how organic search traffic is still a better source for your website. Organic is what people are searching for. You know that X number of people are searching for your product, Y, every day. And when you get in the eyesight of these X number of people you are more likely to cultivate long-term customers and thereby increase your total ROI.

Image Credits: lighthouseinsights, 1.bp.blogspot, brafton, searchengineland,  cdn2.business2community

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