What is organic traffic

Marketing Analytics in Tableau

Mariam Ibrahim

Managing Data Analyst, IBM

Organic traffic

Organic: traffic that occurs "naturally" and not directly as a result of a paid ad.

Search results for "buy a new car" with paid versus organic results highlighted

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Organic and paid search differences

Organic vs. paid search

  • Key similarity: both occur on search engines

  • Key difference: whether company paid search engine

  • Paid search can indirectly drive organic traffic

    • Traffic network effect: traffic from one channel drives traffic across another marketing channel
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Organic: pros and cons

Pros

  • Significant savings in paid marketing for high-volume (searched by many people) keywords

Cons

  • Very challenging to rank highly for competitive keywords: sometimes millions of pages of competition
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Ranking and SEO

Search Engine Optimization (SEO): the process of designing, building, and revising webpages to achieve high rank for specific keywords

Factors that impact rank:

  • Relevance of content to search query/keywords
  • Page loading speed
  • URL reputability
  • Mobile friendliness
  • Website security
  • Inbound links
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Organic and digital strategy

Digital strategy: the overall plan for a company's website in order to optimize for a specific output

Sitemap: the blueprint for a company's website

Marketing funnel with web pages aligned by portion of funnel

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Digital strategy: an example

Stock photo of an SUV

Ranking highly for the keyword "SUV" organically

  • What an SUV is
  • What distinguishes an SUV from other car types
  • What typical features are included
  • Why lease vs. buy
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Digital strategy: an example

As individuals continue to refine their search, moving further along their journey and down the funnel...

...keywords tend to get more specific

Awareness-level keyword: "SUV"

Consideration-level keyword: "affordable SUVs with folding back seats and all-wheel drive to lease"

A row of SUV cars

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Digital strategy: an example

Example web page about what an SUV is

Section on generic SUV page with call to action for specific SUV model

$$

A good digital strategy.....

  • Drives engagement
  • Pushes individuals further along the journey

Why bother optimizing model-specific pages?

  • We don't know what individuals will do (e.g. how they navigate the internet)
  • Failing to optimize all pages means potentially losing out on traffic
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Let's practice!

Marketing Analytics in Tableau

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