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What is Organic Search? Definition and Analytics Meaning
Organic search is unpaid website traffic from search engines. A visitor searches for something, clicks a non-ad result, and lands on your website. In analytics reports, this visit is usually grouped under organic search or search traffic.
Organic search is one of the most important acquisition channels because it can bring visitors with clear intent. Someone searching for "privacy-friendly analytics" or "how to calculate bounce rate" is already asking a relevant question.
Organic search vs paid search
Organic search and paid search both come from search engines, but they are different channels:
| Channel | How traffic is earned |
|---|---|
| Organic search | Through unpaid rankings in search results |
| Paid search | Through ads bought in a search advertising platform |
Both channels can work together, but they should be measured separately.
Organic search metrics
Useful organic search metrics include:
- Clicks
- Impressions
- Click-through rate
- Average position
- Landing page sessions
- Bounce rate
- Conversion rate
- Revenue
- Branded vs non-branded queries
Search Console data can show queries, impressions, and rankings. Web analytics data can show what visitors did after landing on the website.
How to improve organic search
Improve organic search by matching content to search intent, writing clear titles and descriptions, building useful internal links, fixing technical SEO issues, improving page speed, and publishing pages that answer real user questions.
Swetrix helps you connect organic search traffic with landing pages, conversions, traffic quality, performance, and Google Search Console insights.
Related terms: search analytics, search engine optimization, landing page, and click-through rate.
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