What it is and how to increase it
Users who visit a website after searching for keywords or expressions related to the topics covered on a search engine like Google, Bing, or Yahoo generate what is called organic traffic.

There are various tools to measure and increase organic traffic.

In this article, we will analyze the various options available to optimize organic positioning in order to generate more visits to the strategic pages of a website.

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What is organic traffic: definition and characteristics

Organic traffic is natural, free, and targeted traffic, as it comes from searches for specific queries, from search engines.

Organic traffic and paid traffic through ads, if the company has a budget for online promotion activities, are not mutually exclusive but complement each other.

Channels of organic traffic to a website

A website receives visitors from various channels such as email marketing campaigns, external links, and also from social networks.

This last channel is in turn fueled by the organic reach of content and is equivalent to the number of people reached in their social News Feed by a single post.

However, this does not necessarily mean real interaction, as the user may scroll through the page without stopping or interacting with the post.

Unlike what happens in organic traffic on Facebook, or on other social platforms like YouTube or LinkedIn, when the user searches for content within the social platform.

Another important channel is referral traffic, i.e., traffic coming from sites where a link to ours is present.

organic traffic example

It is web marketing, in the form of various specialists, that deals with defining and optimizing strategies for each traffic channel.

There are numerous techniques to maximize the results of promotional activities so that each channel, with its own logic and rules, is precisely measurable.

However, it is essential to keep in mind that all channels are complementary and should be coordinated in a single direction that makes the marketing strategy harmonious and compatible.

Organic traffic, however, exclusively comes from search engines.

Techniques to increase organic traffic

It is necessary to start with the fundamental assumption that Google’s algorithm is designed and continuously updated to propose the best results for each search.

This implies that to increase our website’s organic traffic, we must always focus on quality and SEO-optimized content.

To increase organic traffic to a website, we need to adhere to a series of best practices and consider various factors.

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Create a site map

Sitemaps communicate to search engines where to find important content within a site, making it easy for them to scan and index our pages.

There are many free plugins that help us create a sitemap for our site, such as Yoast SEO.

Check the robots.txt file

The robots.txt file is a normal text file compliant with the robot exclusion protocol and is located in the directory. It is crucial as it provides instructions to search engines on where they can and cannot go on our site.

For example, we might want not to scan some pages or directories, such as the cart in an e-commerce store or the privacy policy page.

User experience

The term User Experience indicates the sum of experiences, emotions, and sensations that a person feels when interacting with a website.

It encompasses sensory perceptions, meaning, and value attributions, as well as affective and emotional aspects.

UX should be understood in terms of user experience design, where user needs are placed at the center, focusing on the context of use.

Various factors contribute to determining it, such as site design, graphics, accessibility, usability, and content. The specialist responsible for this is the User Experience Designer.


Initially, this happens, visitors type keywords related to what they are looking for on a search engine.

The more the search keywords are present within our content, the more easily the search engine will position us among the top results.

However, it is equally important to write the most valuable information at the beginning of the article, adding less important details later.

search engine keywords

This is because anyone looking for information always wants to find it as quickly as possible, and presenting a long article where they have to search for the answers they need is discouraged.

Also, because the perception of time while browsing is different from our everyday life, scrolling through a page for 15 seconds to find information may seem like an eternity!

The faster a user finds what they are looking for, the greater the chances that they will return to seek information on the same site in the future.

Using backlinks

Backlinks are links from any website to ours, and they are important to increase organic traffic through SEO. In fact, according to Google, they are a very important element in determining ranking.

Of course, it is necessary the backlinks are of quality, as paid links, comments with poor relevance, and links from dubious value sites not only have no effectiveness but can even be penalized in ranking.


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Focus on local searches

About half of the searches on Google come from people looking for information related to local products or services, such as opening hours, addresses, and contacts.

Therefore, for those with a physical business, it is crucial to focus on local SEO, using tools such as Google My Business and having landing pages optimized for local traffic.

Voice search

More and more people, for various reasons, including convenience, are using voice search services, not only through smartphones but also through tools like Alexa, Siri, or Google Assistant.

Voice searches are formulated differently than when typed; in fact, when we write, we tend to be as concise as possible.

While with voice search, we usually formulate it in a longer and more articulated form, often in the form of a question.

As a result, for our site to be indexed and appear among the first results on search engines, it must also be optimized for voice search marketing.

voice search marketing

Organic traffic or paid traffic: which is better?

A quick method to increase website visits is to resort to paid services on social media, advertising networks, pay-per-click, or services like Google Ads.

Of course, all this advertising comes with a cost, which varies depending on various parameters, including keyword positioning.

Those who choose to buy sponsored ads usually opt for this option for three reasons:

  • Quick Results: if there is a need to get conversions quickly, ads can provide quick feedback as their publication is immediate.
  • Simplicity: publishing sponsored ads through a search engine like Google is a relatively simple operation for an average user.
  • Customized Budgets: costs can be controlled and planned in advance, especially with pay-per-click campaigns.

However, choosing this path is not always the best decision as there is a risk, without an effective strategy, of wasting time and, above all, money.

It is always preferable to rely on a digital professional, an SEO consultant, to not only achieve excellent results but also see them consolidate over time.

Tools to monitor organic traffic

As we have seen, monitoring, studying, and understanding the organic traffic of a website is crucial.

Therefore, complex and highly specific data such as age, gender, and geographical origin of visitors, as well as their interests, purchasing habits, and channels through which they reached the site.

This includes their interaction with the content and services offered, or the engagement rate is very important. There are various tools, including free ones, to monitor and analyze this data.

However, it is important to note that some estimate total traffic, while others exclusively estimate organic traffic, which, as we have seen, comes exclusively from search engines.

Google Analytics

Google Analytics was born in 2005 as one of the first non-hosted software (SaaS) to use log files, JavaScript, and cookies.

As well as having an Urchin Traffic Monitor (UTM) for visitor identification. It has become an indispensable tool that anyone managing a website or app should master.

After downloading the software for free from your Google account, to track organic traffic on Google Analytics.

It is necessary to install a snippet of JavaScript code, called Google Analytics Tracking Code (GATC), on each page of your site.

This software records various interactions and sends them to a server that processes them, creating reports.

google analytics tracking code

Google Analytics will help us track web traffic by providing statistics on how visitors reach the website, profiling them according to customizable metrics.

For SMEs, the Universal Analytics version is also available, which includes basic tools for Business Intelligence.

An important option provided by Google Analytics for organic traffic tracking is related to “Source/Medium.”

This allows you to see in detail which search engine is bringing in more traffic (e.g., google/organic search vs. Bing/organic search).

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Google Search Console

Google Search Console is a very intuitive service that allows you to understand how Google sees and positions our site in the Search Engine Results Page (SERP) and monitor online reputation.

The main function is to determine how our site is perceived by Google’s spiders and correct any errors, such as:

  • Presence of the “no index” tag.
  • Presence of duplicate content.
  • Adult content or content perceived as such by Google.

Configuration is straightforward. By accessing Google Search Console, simply enter the domain name you want to track, the URLs, and subdomains.

Of course, you also need to prove ownership of the domain you want to monitor. The simplest method is to download a verification file from the software panel and upload it to your site via FTP.

If you need more information, you can delve into how Google Search Console works.

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Become a professional in organic website traffic

As we have seen, the success of any website cannot be achieved without good positioning on search engines that generate organic traffic.

To achieve this, you need to know and master SEO, as well as be able to read and interpret visitor data collected through the tools provided by Google.

We need to become skilled in all activities that allow us to increase organic traffic to a website and be able to adopt the best strategies to optimize our site or rely on a digital professional.

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