It is generally accepted that organic traffic often has a higher conversion rate than paid traffic. This is because people search when they’re looking for something specific, and thus more likely to be interested in your stuff when Google presents your pages in the SERPs.
Organic traffic converts when you write it well
When a user types a query into a search engine and clicks on an organic result, it’s because your website (you did your work well) seems to match what they’re looking for. This user intent can lead to higher conversion rates because these users are more likely to engage with your website and potentially make a purchase or fill out a form.
Paid traffic converts too, just not as often
Paid advertisements are often seen by a wider audience, not all of whom may be interested in your products or services, or see the ad at the right time. While paid advertising can certainly drive traffic and increase visibility, the conversion rate may be lower because the traffic is not as well-targeted or timed.
Harness the power of combined organic and paid digital marketing strategies
Both strategies have their advantages but can be even more effective when used in tandem as part of a comprehensive digital marketing plan. The effectiveness of each approach can depend on various factors, including the industry, the specific business, and the quality of the SEO or advertising campaign you create.
Understanding organic and paid digital marketing
Organic marketing refers to the use of free tools to naturally attract users to your brand. This includes tactics like search engine optimization (SEO), social media engagement, and content marketing. The goal is to grow your audience by providing high-value content and fostering a genuine relationship with your followers.
Paid marketing involves investing in advertising ‘space’ to position your brand in front of potential customers. This could include pay-per-click (PPC) advertising, social media ads, display ads, and more. The aim is to quickly drive traffic and conversions by reaching a targeted audience.
The synergy of organic and paid strategies
While both organic and paid strategies can be effective on their own, they often work best when used together. This integrated approach allows businesses to maximize their reach and impact. Organic marketing helps build brand credibility and long-term customer relationships, while paid marketing can quickly drive traffic and conversions.
For instance, a business might use organic strategies to consistently share valuable content and engage with its audience on social media. This helps to build brand loyalty and a community of engaged followers. At the same time, the business could use paid social media ads to reach a wider audience and drive immediate traffic to a new product or service.
Tailoring strategies to your business
The effectiveness of organic and paid strategies can vary depending on several factors. The specific industry and business can play a significant role. For example, a B2B company might find more success with organic LinkedIn posts, while a B2C company might benefit more from paid Instagram or Twitter ads.
The quality of the campaign is also crucial. For organic marketing, this could mean creating high-quality content that provides value to your audience. For paid marketing, this could mean designing engaging ads and targeting them to the right audience.
In conclusion, both organic and paid digital marketing strategies offer unique advantages and can be highly effective when used together. By understanding these strategies and tailoring them to your specific business and industry, you can create a comprehensive digital marketing strategy that drives traffic, conversions, and business growth.
Who says that organic traffic converts better?
Several industry studies and reports have found that organic search traffic tends to have higher conversion rates than paid traffic.
- BrightEdge Research (2019): BrightEdge, a leading SEO platform, reported that over 53% of trackable website traffic comes from organic search. This indicates the significant role of organic search in driving traffic.
- Merkle Digital Marketing Report (Q2 2020): Merkle’s report showed that organic search visits were up 11.5% year over year, demonstrating the growing importance of organic search.
- HubSpot Marketing Statistics (2020): According to HubSpot, 64.6% of marketers actively invest time in search engine optimization (SEO). This suggests that many marketers see the value in organic search traffic.
- Jumpshot/Moz Research (2017): While aging a bit, this comprehensive study found that 53.3% of all website traffic comes from organic search. This is still relevant and indicates the significant role of organic search in driving traffic.
These studies suggest that organic search traffic can lead to higher conversion rates than paid traffic. That said, it’s important to note that every business is different, and what works best can depend on a variety of factors, including the industry, the target audience, and the specific products or services being offered.
Need help with your search efforts, reach out to the team at Kayak Marketing. Our team has been in the SEO game for more than a decade helping clients of all sizes reach higher rankings, greater brand awareness, and best of all, a better understanding of how search works. Begin with an SEO Audit of your current website to pinpoint barriers to your website pages’ organic ranking.