Enterprise SEO Consultant Offers Insights On Organic Traffic
Organic traffic may decline without affecting revenue, according to MarTech. This happens due to changes in search behavior and analytics reporting.
Original reporting · martech.org
Original: “Why organic traffic can fall while revenue stays strong”
Read “Why organic traffic can fall while revenue stays strong” at MarTech →
How this was written. Content Catalyst wrote this article with a language model from MarTech’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from MarTech’s report
- Changes in search behavior and analytics reporting can lead to a decline in organic traffic without affecting revenue.
- Examining metrics beyond organic traffic numbers is crucial to understanding the impact of this decline on business performance.
- A shift in focus towards areas that drive commercial outcomes, such as high-intent assets and full-funnel commercial outcomes, can help teams respond to the decline in organic traffic.
MarTech reported that a drop in organic sessions does not necessarily mean a decline in business performance. This is because users are finding answers to their questions directly on search engine results pages, eliminating the need to visit a website.
A shift in search behavior, driven by modern search features and conversational AI, is changing the way users interact with websites. As a result, analytics platforms are recording fewer organic sessions, even if the initial touchpoint with a potential buyer still occurs.
According to the publication, the key to understanding this shift is to look beyond organic traffic numbers and examine other metrics, such as pipeline data and revenue. If these metrics remain steady, the decline in organic traffic may not be a cause for concern.
The way users search for information is changing, with many finding answers to high-level industry questions directly on search engine results pages. This means that websites may receive fewer casual page views, but the user still associates the company with the answer.
MarTech notes that what matters most is how prospective buyers behave after finding an initial answer. If they return to the website later with more specific commercial intent, the initial decline in organic traffic may not have a significant impact on sales.
Traditional analytics tools may not accurately capture the original organic influence on a conversion, making it seem like organic traffic has dried up. However, if total conversions remain consistent, the decline in organic traffic may be an analytics reporting issue rather than a genuine commercial problem.
Before making changes to an SEO strategy, it is essential to assess whether the decline in organic traffic is a real problem or just a reporting illusion. This can be done by examining metrics such as pipeline and revenue, branded search volume, and direct and assisted traffic.
Questions and answers
Why is organic traffic declining without affecting revenue?
This decline is due to changes in search behavior and analytics reporting, with users finding answers directly on search engine results pages.
How can teams respond to the decline in organic traffic?
Teams should focus on areas that drive commercial outcomes, such as high-intent assets and full-funnel commercial outcomes, and examine metrics beyond organic traffic numbers.
What metrics should be examined to determine if the decline in organic traffic is a real problem?
Metrics such as pipeline and revenue, branded search volume, and direct and assisted traffic should be examined to determine if the decline is a genuine commercial problem or just a reporting illusion.
