Organic search describes the unpaid, natural results displayed on the Search Engine Results Pages (SERPs). These results are ranked solely by a search engine’s proprietary algorithm based on relevance and quality.
Organic search traffic refers to the number of visitors a site receives as a direct result of being found in these organic search results. Organic search is distinctly separate from sponsored or paid marketing, such as shopping results or Pay Per Click (PPC) advertising.
Organic search results typically feature a page’s URL, its title, and a meta description. Organic search results can also integrate elements like ‘Top stories’, ‘People also ask’ boxes, video carousels, featured snippets, and data pulled from Google Business Profile.
The primary objective of search engine optimization is to successfully generate organic search traffic. In essence, it serves as a free form of advertising for websites. Furthermore, users who discover a website via organic search are often considered high-quality leads.