While your website might look stunning, and be designed for the best user experience possible, this doesn’t mean that it will be noticed by your intended audience. In fact, it might not attract any traffic or attention at all. That’s because Search Engine Optimisation (SEO) and web marketing are equally as important as the web design itself. Your website will only be seen by the right people, if you put the time and effort into SEO. This will result in an increase in organic traffic. But what is organic traffic? And is there a connection between organic traffic and web success?

What is organic traffic?

So first of all, what exactly is organic traffic? Well, simply put, organic traffic is all the traffic generated, that you didn’t have to pay for. So this can include:

click throughs from the Search Engine Results Page (SERP) that are not from paid advertisements
click throughs from social media that are not paid for as part of an ad campaign
click throughs from any third party website or review site

Ultimately, organic traffic is the traffic generated by genuinely interested customers. So this is who you should be aiming to reach.

So, why is organic traffic important for website success?

Organic traffic can be incredibly beneficial for your web success. This is because:

Organic traffic is free. This means your company will be able to cut down on expensive ads and campaigns and instead rely on SEO techniques to keep the organic traffic flowing in, increasing your profit margin.
Organic traffic can help you make more sales. People clicking through to your website organically, have done so because they wanted to. Maybe your meta-description piqued their interest, or maybe your website is the number one search result. Either way, your customers are already interested in what you are offering, which means that persuading them to make a purchase will be slightly easier.
Organic traffic helps you beat the competition- If you are taking most of the organic traffic from the SERP, your competition will see even less traffic. So putting in the effort to improve organic traffic, can help to move your competitors to the back of the queue.

Not only is organic traffic itself beneficial, but it can also be used as proof of success. Some companies use their organic traffic statistics and facts to show how successful their web design, and SEO techniques have been. This is because websites with the best SEO are likely to attract more organic customers, and websites with top quality web design will be able to convert this traffic into sales effectively. So organic traffic can be incredibly beneficial for backing up your design and SEO choices. However, this should be used in conjunction with other relevant data, for example bounce rate. As your website might experience a lot of traffic from organic sources, but these visitors might have a high bounce rate.

What is the role of E-E-A-T in organic traffic?

Organic traffic is closely linked to the quality and credibility of your content. Search engines prioritise content that demonstrates E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness).

Experience helps show that your content is based on real understanding or practical knowledge
Expertise ensures your content is accurate, informative, and useful
Authoritativeness builds your reputation as a reliable source within your industry
Trustworthiness reassures users that your website is safe, honest, and dependable

Content that demonstrates these qualities is more likely to rank well and attract organic visitors.

Organic traffic as a measure of success

Organic traffic can also be used as an indicator of how well your website and SEO strategy are performing. An increase in organic visitors may suggest that your content is ranking effectively and reaching the right audience.

However, it is important to consider this alongside other metrics, such as:

Bounce rate
Time spent on page
Conversion rate

For example, a website may attract high levels of organic traffic, but if users leave quickly without engaging, this may indicate that the content is not meeting their expectations.

Striking the right balance

While organic traffic is valuable, it should form part of a broader digital strategy. Combining strong SEO, high quality content, and good user experience will help ensure that traffic not only reaches your site, but also converts into meaningful results.

For more information about organic traffic, and understanding your websites performance, get in touch with the experts today, here at Pumpkin Web Design. We are Preston’s leading web design and web marketing professionals. We provide a wide range of website solutions and SEO services across Preston and the North West, from Blackburn and Bolton, to Southport, Wigan, and even Manchester. We work with businesses of all sizes and across a wide variety of sectors, from local service providers to established commercial brands. So, for more information about SEO, content marketing, traffic growth and web design, get in touch with the experts at Pumpkin Web Design today.