Why does organic website traffic matter?

What is the point of organic website traffic? Every Google search results page is top-heavy with competitors’ Google Ads anyway – it’s a waste of time, right? The short answer is no, it is not.

Yes, some websites have paid to be on the results page. However, the other websites have not had to pay to be in this prime position.

What is organic traffic?

Organic traffic consists of visitors who have used a search engine to find your website. They have clicked on your website from the unpaid results on the search engine results page (SERP).

Why is the first page of search results so important?

Google search statistics show that 90% of searchers don’t click past the first page.

Let that sink in.

The only way to get on that first page of Google is through SEO.



If you want your business to be seen, it needs to get in front of as many searchers as possible. The higher the ranking position provides greater visibility which triggers more organic traffic and the opportunity for more sales.

What are the advantages of organic traffic?

It’s (almost) free

To elevate your business’s position on the SERP, depending on your skills and available time, you may need to: collaborate with, an SEO expert, hire a copywriter, or even a video production content creator. However, it’s an investment that delivers a high return. An SEO-rich website and SEO content are a necessity – not a luxury.

It’s open to all

SEO fuelled organic traffic and is accessible to all businesses. Equality exists between large and small companies when it comes to digital marketing. The difference lies in their budget. Small companies typically do not have the same budget for digital marketing.

Read through Digital Presence’s Insights section to learn more.

Generates leads from a new audience

Can your business continue on referral alone? Organic traffic is a new audience of potential consumers actively looking for your products or services. 

Google’s algorithms love organic traffic

Active searchers from organic means typically stay on websites longer to explore the other pages more so than PPC or visitors from Facebook ads and social media links. This tells Google that your website is of high quality, informative, and helpful. These are the types of websites Google promotes and rewards by sending more visitors.



How do I find out about my website’s organic traffic?

Google Analytics enables you to segment your website traffic. You can isolate organic traffic metrics to measure the success of your website. This does not require any external prodding or resources.

Is your website struggling to attract organic traffic? Have you checked the metrics and noticed visitors using a mobile device don’t stay on your site for very long? Why are most of your organic traffic coming from Australia when you only work in Christchurch NZ?

There are numerous reasons why organic visitors are not visiting your website. But the good news is this is not a permanent state. There is always a solution, and the metrics hold the key.

It cannot be understated how valuable Google Analytics is to helping your business grow online. By exploring a website’s metrics, weak spots can be identified and corrected.

If the idea of trawling through spreadsheets is filling you with dread and horror, don’t worry. Christchurch NZ SEO specialists Digital Presence proudly no jargon and translate the reports into meaningful and understandable communications.

5 blocks to organic website traffic

Despite the good intentions, some of the actions you have (not) taken to create a high-functioning and profitable website may be the very reason visitors are failing to visit it. Here are the most common blocks to organic traffic:

1.   Poor website design and user experience

Your website is essential for any online business. However, if it's difficult to navigate, loads slowly, or isn't optimized for mobile, visitors will leave. This is a problem, as it signals to Google that the website is of poor quality and not worth recommending.

The result? Lower search engine visibility and therefore fewer visitors. 

2.   Poor website architecture and internal linking

Website architecture is the way a website is structured and how its content is linked across the site. Internal linking creates a clear understanding of the relationship between posts and pages. Without this structure, a website can feel chaotic and random resulting in search engines struggling to index the site, and users finding it hard to navigate.

3.   Lack of quality content

The website will not be considered valuable or a trustworthy source of information by search engines or users. If the content you publish is poor in terms of quality and relevance. Everything you publish must be done so with intent – unique, informative, relevant, and engaging.

There is much speculation about how artificial intelligence is transforming websites by streamlining the process of writing SEO content. however, Google recognises AI content and views it as a violation of its guidelines – beware!

4.   Poor choice of keywords

SEO signposts to search engines what a website is about, and keywords play a significant role. A poor choice of keywords inhibits the efficiency of the website’s overall SEO and consequently its ability to be found by searchers. For example, if you have focused on high-competition keywords, your website is unlikely to ever rank on the all-important first search engine results page. Keyword research is vital to identify the best keywords to use.

5.   Ignoring algorithm updates and penalty notification

Google are continually evolving its algorithms. Many have little impact on website visitor numbers, but some are catastrophic. You must react to algorithm updates and any penalty notifications you receive. Failure to do so will without a doubt impact organic visitor numbers.

If your website is struggling to attract organic traffic, get in touch. We analyse the site’s Google Analytics and identify what’s preventing you from achieving online success. SEO is the key to unlocking your business’s full potential.

Digital Presence, is a digital marketing agency based in Christchurch NZ providing SEO, web design services and online marketing for small businesses. Contact us today for a free no-obligation chat, click here or call 0274 278047.