Do you rely on search engines for traffic? You worked on SEO and not happy with the placement in Google? Success only comes if the keywords are relevant to your site users, it’s the only actual roadmap for generating site traffic and revenue through it.
We live in a world where we don’t have patience and frequently diversify to increase traffic. We use AdWords and create identities across social platforms, and we promote through Facebook, Twitter, Instagram , google+ and Pinterest. With Google Rankings you site won’t be living or dying.
If you are smart in your Digital Marketing plans — then its time to diversify. We never live or die by Google’s hand alone, we have forgotten about the benefits of Organic listing and how they will be beneficial?
As you are aware of the issue with paid referral sources, whether Facebook Advertising or Google AdWords, is that the traffic only lasts as long as you feed the meter. Pull your money, and you will see an instant dip in traffic.
These users are not seeking you out; you ran across their path and they thought “Oh, cool, something I need right now!” If they have an excellent experience on your site, they may come back, but the ratio of retained visitors from paid is low in the sites we see.
It is like renting, when you’re paying for your traffic. You get an immediate action, you get most of the visitors this way whereas there is no long term buy in from them.
With organic search, the user mindset is different. In that case, the user is looking for you, or at least what you offer/sell/publish. When they find you, if you provided an excellent experience, they often come back. If you are an unknown or new brand, repetitive appearances across results can start to increase brand recognition and brand loyalty.
Social media and paid ads might be traffic generators, but they are not long-term customer creators. The bounce rates are high, and the number of pages visited is often very low, in my experience.
Of course, this makes perfect sense. If I come from my Facebook feed, I am likely to view one page and leave. What we see is that these site visitors generally view between 1 and 2 pages.
Paid ads are offering the user a reason to come visit, but not necessarily a reason to come back.
Organic is completely different. Matching keywords to user intent means you may be present in many searches. The user may find you consistently and once they get to your site, they are more likely to stay for long. Organic users are still your best long-term customers. In my experience, they have lower bounce rates and more pages visited, and they are more likely to return.
So if you want to sell something or gain brand awareness, social is an excellent channel. If you want people to find your store and remember you, organic is the way to go. Diversification is key because each platform has a different ROI potential. Organic is one of the strongest of these, and organic+paid can hit it out of the park.
From our experience with large scale social traffic generators, social just can’t deliver the same level of quality traffic, even if your site sees 50+ percent of its traffic from Facebook.
While you are revelling in all your Facebook visits and paid advertising, don’t forget to invest in your organic results. These results will sustain you during those times when you cannot put more money into your paid budgets.
Organic traffic is a completely different type of traffic from what you’ll receive from any paid or social channels.
Organic is what people are looking for; the rest of these simply put things in front of people who may or may not be seeking what you offer. We know that approximately X number of people are looking for Y every day. So if we can get on front of those people, we have a much greater opportunity to create long-term relationships and increase our overall ROI.