Measuring search
Organic traffic
Organic traffic is visits that come from unpaid search results, as opposed to ads, social media, email or direct visits.
Measure what follows the visit
Traffic is only useful if it turns into something. Track organic leads, demo requests and pipeline alongside visits, and look at which pages bring buyers, not just readers.
Ways to grow it
- Target searches with buyer intent first.
- Improve titles and descriptions to lift click-through.
- Refresh pages that are slipping.
- Build topic clusters and earn links to key pages.
Frequently asked questions
Often because more answers appear directly on the results page (zero-click searches), or demand for the topic fell.
Visits from ChatGPT or Perplexity usually appear as referrals, not organic search, so track them separately.