What does 'organic traffic' refer to?

Organic traffic specifically refers to visitors who arrive at a website through non-paid search results. This type of traffic is generated when users search for terms relevant to a site’s content and click on the links that appear in the search engine results, which are typically influenced by SEO strategies. Unlike paid advertisements, organic traffic is a reflection of a site's visibility and authority in search engine results pages and is often seen as a more trustworthy form of traffic since users choose to click on a link based on its relevance rather than being influenced by an advertisement.

The distinction between organic and paid traffic is crucial in digital marketing, as organic traffic tends to provide a higher return on investment in the long term and demonstrates the effectiveness of a website's content and optimization strategies. This traffic can also indicate a strong brand presence and engagement in the target audience.