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Organic Traffic and Paid Traffic: here are the differences


Very often we hear about Organic Traffic and Paying Traffic without a clear definition.
To better understand the potential of the two types of traffic, in this article we will try to outline the differences.
As a premise, we add that traffic is the number of visits obtained from a website.
The latter in fact, represent the unique means through which you can achieve the real goal related to potential customers, namely the acquisition of leads and the sale of their products and services.

Organic Traffic

Organic traffic is determined by the visits generated by users accessing the website through the results shown by the search engine for a given query.
So to maximize it, all you need is good SEO work.
Since this is a very important aspect, Organic Traffic needs constant monitoring.
Analyzing the organic traffic you will understand if you need to improve the quality of SEO activities to allow more relevant visitors to reach the site, if you need to work more on the content to increase user involvement or if you need to increase the call to action to further invite search engine visitors to get in touch with the company to which the site belongs.
However, it should be pointed out that not always an increase in organic visits from search engines corresponds to an increase in conversions. It is not even obvious that the traditional metrics of user involvement are in any case sufficient to analyze the type of organic traffic: sometimes it is necessary to carry out more in-depth analysis in order to improve the incoming traffic from search engines.
In short, very often, Organic Traffic needs the support of Paying Traffic.

Paid traffic is, in essence, the traffic generated through Google AdWords.
The appearance of ads managed through the platform (which are now at the top of Google search results) makes it easier for users to reach a site and make a purchase. All this, however, only if the ads are perfectly relevant to the type of search made by the user.
Once again, better results can be achieved if paid traffic is combined with good paid traffic strategies.
It might be interesting to consider the relationship between Organic and Paying Traffic, for example, for:

  • Understand the impact of Adwords ads by leveraging the relationship to identify only organic-click and pay-as-you-go queries.
  • Identify, among the ads, those that have a lower performance, using the ratio between Organic and Paying to identify queries that have few paid and many organic clicks

It will therefore be clear that a synergy between these two different types of research is desirable for a website that converts well.