Monday, July 14, 2014

Organic Search Accounts for Up to 64% of Website Traffic [STUDY]

Knowing exactly how your customers are finding you online is a key part of any successful online marketing strategy. But is simply viewing your Google Analytics and taking the data at face value enough?
Groupon didn't seem to think so. That's why Groupon de-indexed their site for nearly 6 hours this month. What Groupon wanted to determine was how much of their so-called “direct” traffic was actually organic search traffic. The result? They discovered 60 percent of their direct traffic was actually organic search.
This experiment inspired Conductor to update an earlier study of 310 million visits. Here's a look at what Conductor discovered.

Initial Findings: Organic Search = 47% of Visits

In this study, Conductor analyzed the data from 30 websites in six different industries. The data covered one year and included over 310 million visits to the websites. Prior to Groupon's experiment, Conductor's study found that organic search was responsible for 47% of all visits. Additionally, 29 percent of visits were attributed to direct traffic. But that was all about to change.
Organic Search Visits Equal 47 Percent

Playing With the Numbers

Conductor took a note from Groupon and decided to take 60 percent of the traffic originally attributed to direct search and reallocated it to organic visits. This brought up the initial percentage of organic traffic up from 47 percent to 64 percent. In turn, direct traffic dropped from 29 percent to 12 percent.
This is a quite significant shift in percentages.


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