What are the pros and cons of organic traffic from search engines? Let’s begin with the pros:
Awareness. Visibility in search engines for your targeted keywords puts your business in front of potential customers in much the same way as if you were to advertise, and it drives brand awareness.
Branding. Visibility around commercial search terms and informational queries related to your business area can have a positive branding benefit. Your brand can become associated with and trusted by searchers who are asking questions as they conduct the research that will lead to a purchase. You can become an authoritative voice around a given topic.
Credibility and trust. Having your site return in the organic results can influence your perceived credibility with an audience looking for your services. Many users skip ads and trust organic results more highly. Being visible gives your business that all-important stamp of approval. Also having strong review and reputation signals in place will deliver further benefit.
Website traffic. Increasing website traffic provides you with more opportunities to drive awareness of your business and educate a prospect as to why they would buy from you.
Cost per click. Traffic from organic search is free… sort of. Developing that visibility will take time and effort (money), but there is not a direct charge for each impression or click.
Return on investment (ROI). Organic search engine traffic can provide an improved ROI over traditional forms of paid media and certainly improve upon PPC.
Cost. While SEO is neither cheap nor easy, it will generally be more cost-effective than all other marketing tactics for delivering brand awareness and relevant traffic to your website.
Sustainability. Unlike paid search marketing, organic traffic does not dry up the moment you stop paying. As such, efforts to develop organic traffic can sustain a business when marketing spend is cut back.
Improved click-through rate (CTR). A higher percentage of users click on the organic results. While there are exceptions to this rule, you will generate more clicks from a highly placed organic listing than from a highly placed paid ad.
More clicks overall. To maximize visibility and clicks, you will want to have listings in the paid and organic results. Keyword-level experimentation is needed here to see if you are paying for clicks you would get for free or increasing overall clicks and CTR in both paid and organic — but to truly maximize results, strong visibility in paid and organic is needed.
Scope. There are so many new queries every day that to maximize scope, you will need strong organic visibility. You will not want to pay for all kinds of clicks either or advertise every piece of content on your website.
Strategic advantage. Visibility in organic search is not quick or easy — which is a good and a bad thing. Once you have established yourself in the organic results, your competitors can’t simply buy their way in (assuming you have done things the right way). This can provide a strategic advantage over the competition if they are relying on paid search.
It is not all sunshine and rainbows, though, and there are certainly cons to SEO. In many cases, organic traffic can be slow to come by, and you may be wildly outgunned. If you are just starting out, and the keywords you are targeting show results dominated by titans like Amazon and eBay, then you may need to rethink your strategy.
You may also need to develop content assets to achieve strong organic visibility. Not all businesses have the in-house resources to tackle content development, and this can pose a problem. Tactics such as safe, sustainable link building can be difficult to master, and often, a strategy is needed, along with expert support.
Organic traffic may also largely come in via informational or pre-purchase research queries. This is valuable traffic, but a more staged approach may be required to nurture those users to a purchase. This is a cornerstone activity in digital marketing; however, it is not always easy, and it is not a good fit for all businesses.
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