Search Traffic represents the flow of visitors on a web page. Search engine traffic is is the term used to describe visits to a website coming from a search engine’s organic results and not paid ads, in contrast to paid traffic, which refers to results from clicks on a sponsored result in SERP.
When we talk about SEO, one of the most important elements that has to be taken into account is search traffic.
Namely, search engine traffic, also known as organic search engine traffic, refers to the visitors who arrive on a website by clicking search results leading to that particular website. Using a search analytics software, a website’s overall search engine traffic can be analyzed. In this way, the advertiser can see the number of people coming from search engine traffic on specific web pages.
Most web analytics platforms utilize an algorithm based on the referring website parametres that determine the source of traffic.
There is a multitude of sources the traffic could come.
Any traffic where the referrer of the source is unknown is categorized in direct traffic (traffic categorizes visits that do not come from a referring URL).
When there are email marketing campaigns that send the user to the website, automatically one source will be the email.
Also, it is the organic category, which is the traffic from search engine results that are not paid (visitors coming from a search engine, such as Google or Bing). This channel is the primary one the marketing specialists want to increase.
The opposite of the organic category is paid search, which became another category. This one is represented by all the paid advertisements created to get traffic.
Social networks like Facebook, LinkedIn, Instagram or Twitter attract traffic and this kind of traffic is categorized in another category.
Also, exists a referral category, which represents the traffic that occurs when a user finds a website through a site other than the major engine.