Overview

Organic search traffic refers to the users who land on a webpage using a search engine like Google, not through paid advertising.

What is Organic search traffic?

Organic search traffic is the stream of visitors to your ecommerce site that comes directly from search engines, rather than from paid advertising or referral links through emails or other websites. These visitors come to your site after typing a search query on Google, Bing, Yahoo, or other search engines. What differentiates organic traffic from others is the ‘organic’ part; this traffic is not paid for and is gained naturally through good SEO practices and content relevance.

Formula

Organic Search Traffic Percentage = (Number of Organic Search Visitors / Total Number of Website Visitors) * 100%

Example

Let’s say an e-commerce website received 5,000 visitors in a month, and out of those, 2,000 visitors came from organic search results (e.g., Google search). To calculate the organic search traffic percentage:
Organic Search Traffic Percentage = (2,000 / 5,000) * 100 = 40%
So, in this example, 40% of the website’s traffic is attributed to organic search.

Why is Organic search traffic important?

Organic search traffic is crucial to ecommerce businesses for a number of reasons. Firstly, organic visitors tend to have higher engagement and conversion rates compared to paid traffic, as they’re actively searching for products or solutions that your business offers. Secondly, organic traffic is a sustainable long-term strategy with compounding results. Lastly, the more organic traffic you have, the better your search engine rankings, which further attracts more visitors.

Which factors impact Organic search traffic?

Many factors can impact your organic search traffic. Search engine algorithm changes can affect it significantly. Other factors involve the quality of your content, your chosen keyword’s competition, backlinks to your site, website design, and more.

How can Organic search traffic be improved?

Improving organic search traffic necessitates an effective Search Engine Optimization (SEO) strategy. This includes keyword research, optimizing meta tags, producing high-quality content, optimizing for mobile, improving site speed, etc. Apart from SEO, a good user experience and social media signals also play a role in improving organic traffic.