Czym jest ruch organiczny

Analityka marketingowa w 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

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

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

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

Factors that impact rank:

Strategia cyfrowa: ogólny plan strony internetowej firmy w celu optymalizacji określonego wyniku

Mapa witryny: schemat strony internetowej firmy

Lejek marketingowy z podstronami przypisanymi do poszczególnych etapów

Zdjęcie stockowe SUV-a

Wysoka pozycja organiczna dla słowa kluczowego „SUV"

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

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.....

Why bother optimizing model-specific pages?

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