What does the term 'organic search' refer to in digital marketing?

The term 'organic search' in digital marketing specifically refers to website traffic that originates from unpaid search results on search engines. This means that when users type in queries into search engines like Google, the links that appear in the search results that are not linked to paid advertisements are considered organic results.

Organic search is crucial for businesses aiming to increase their visibility on search engines without incurring costs associated with pay-per-click advertising. It involves search engine optimization (SEO) strategies that improve a website’s ranking based on various factors, including keyword relevance, content quality, link building, and user experience.

Traffic generated from paid advertisements falls under the category of paid search. Social media referrals involve traffic coming from social networks but do not reflect users finding the site through search engines. Email marketing traffic comes from direct communications sent to users via email, rather than through search engine result pages. Hence, organic search distinctly focuses on traffic acquired naturally without financial investment in ads.