Is Organic traffic also targeted traffic?
As we have already discussed before, targeted traffic means users who have got to your website by clicking on a link that determines their specific goal (need). Most of them are people who deliberately search for a solution to a known problem or question (relevant to what your website offers otherwise they will only increase your bounce rate).
- Can they find you on Google and become your organic traffic?
- Should you take care of making this more probable?
- Yes, and there are two reasons why.
First, high rate of targeted traffic increases important indices, including conversion rates, Alexa rank, behavioral factors for higher ranking on Google, etc.
Second, organic traffic is free, trustable and consistent. Efforts you invest in attracting it will be rewarded with long-term positive effects even if you once forget about SEO (which is not recommended though).
Types of organic traffic
For the better or for the worse, not all of the organic traffic is targeted. Let us consider what other types of organic traffic you can get.
Targeted traffic. These are the people you need on your website, as many as you can satisfy. Check this article to learn how to get them for free.
Researchers. Let’s say you run an online store and only regard those who come to buy your stuff as targeted traffic. But there are plenty of users who surf across the web for other purposes and can enter your website just to dig for information. To minimize the amount of users of this kind in paid search, we use what is known as negative keywords. Unfortunately, there is no field where you can enter “negative keywords” for your SEO, as search engines only work with the positive facts. If you want to minimize the unqualified traffic, avoid using the keywords they are (likely to) search for according to your Google Analytics. Check your content, the meta titles and descriptions of your pages. They should not feature these words and phases. Quite the contrary, they should be equipped with keywords you really want to rank high with, e.g. “buy a cleaner-dryer”, not just “durable cleaner-dryers”. The titles and descriptions of your pages should be perfectly clear both to the algorithms and to the living creatures.
Onlookers. Unlike researchers, these people are totally irrelevant to your products and your content. Researchers are at least interested in what you offer, they seriously read your content, they compare your products, thus improving your behavioral factors. Onlookers, on the contrary, are not interested. They just come and go, increasing your bounce rate and undermining the pageviews per visitor. How do they get to your website through organic search? This may be due to the fatal similarity of your keywords to something else. For example, your product has the same name as a new world musical hit. Everybody searches this song and finds your product.
Another important channel is search by pictures. People search pictures for millions of various reasons and my tens of different criteria: colors, types, etc. There is always a chance that they will be entering your website just because of the fancy pics you publish.
Fighting irrelevant traffic
How can you prevent irrelevant users from hitting your website? As their appearance on your website is random in nature, there is no certain way. You can only minimize them. Here are the hints:
- Write clear and precise titles for your web pages, because titles are what users see on the Google search result page;
- Write proper ALT tags for your pictures;
- Analyze your random users with Google Analytics. If you notice similarities between them, i.e. any criteria that is in common between them but separate them from the targeted users, this must guide you in eliminating this irrelevant traffic. You may notice a keyword that you didn’t know was attracting a lot of random users, for example.
- Keep calm. If the numbers of random users are not overwhelming you do not lose too much because of them. Compare yourself to your competitors. If your bounce rate is not higher than theirs, maybe fighting irrelevant traffic is not that important.
To sum it up, we have discussed the types of organic traffic - only one of them is targeted traffic, - and the ways to minimize the two other types.