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  • Megan Nager

What Is Organic Search in Google Analytics?

Updated: Sep 29, 2023

Organic search refers to traffic to your website through search engine results pages (SERPs) without any paid advertising. When a user types a query into a search engine like Google, Bing, or Yahoo and clicks on a non-paid (organic) search result that leads them to your website, it is considered organic traffic.

Organic search traffic is crucial for businesses as it reflects the number of users who discover your website naturally, without any direct advertising spend. Understanding organic search data in Google Analytics provides valuable insights into your website's performance and how well it is ranking on search engines.

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Other Traffic Sources in Google Analytics

Apart from organic search traffic, Google Analytics tracks various other traffic sources to your website, including.

  • Direct Traffic: Visitors who type your website URL directly into their browser or access it via bookmarks.

  • Referral Traffic: Users who arrive at your website through links on other websites, social media platforms, or online directories.

  • Paid Search: Traffic generated from pay-per-click (PPC) or online advertising campaigns.

  • Social Media: Visitors who visit your website through social media platforms like Facebook, Twitter, or Instagram.

  • Email Marketing: Traffic resulting from email campaigns or newsletters.

  • Other: This category includes less common traffic sources, such as clicks from PDFs, mobile apps, or offline marketing efforts.

How to Find Organic Search Data in Google Analytics?

To find organic search data in UA - Universal Google Analytics, follow these steps:

  1. Log in to your Google Analytics account and select the desired website property.

  2. In the left-hand sidebar, click on "Acquisition."

  3. Click on "All Traffic."

  4. Select "Channels."

  5. Look for "Organic Search" in the list of channels. This will display data related to organic search traffic.

You can further analyze organic search data by clicking on "Organic Search" to view specific keywords that users are using to find your website. To find organic search data in Google Analytics 4, follow these steps: 1. Sign in to your Google Analytics account and select the property (website) you want to analyze.

2. Once you are in the Google Analytics dashboard for that GA4 property, navigate to the "Reports" section.

3. In the left-hand sidebar, click on "Acquisition" and then select "All Traffic."

4. Under the "All Traffic" section, click on "Channels."

5. In the table that appears, you will see different channels through which users arrive at your website. Look for the "Organic Search" channel, which represents traffic that comes from search engines like Google, Bing, etc.

6. Click on "Organic Search" to view the detailed organic search data, including metrics like sessions, new users, bounce rate, average session duration, and more.

7. To gain deeper insights into specific keywords that drive organic traffic, click on the "Organic Search" channel, and then click on the "Keyword" dimension in the table below.

8. This will show you a list of top organic keywords that users have used to find your website. Please note that due to privacy concerns and Google's data protection policies, some keyword data may be hidden or labeled as "not provided."

By following these steps, you can access valuable organic search data in Google Analytics 4, allowing you to measure the effectiveness of your SEO efforts and understand how users find and interact with your website through organic search.

The Importance of Organic Search Traffic

Organic search traffic is paramount for several reasons:

1. Your Customers Use Search Engines

When looking for products, services, or information, people often turn to search engines. Ranking well in organic search results ensures that your website is visible to potential customers actively seeking what you offer.

2. Your Competitors Are Optimizing for Search

In the highly competitive online landscape, businesses are investing in search engine optimization (SEO) to improve their organic rankings. If your competitors are optimizing for search and you are not, you may lose out on valuable traffic and potential customers.

SEO Pricing: How Much Will SEO Cost in 2023?

The cost of SEO services can vary significantly based on several factors. Some standard pricing models for SEO services include:

  • Monthly Retainer: Many SEO agencies charge a monthly retainer fee, which covers ongoing SEO efforts such as keyword research, content optimization, link building, and performance tracking. The cost of monthly retainers can range from a few hundred to several thousand dollars, depending on the level of service and the size of your website.

  • Hourly Rate: Some SEO consultants or freelancers may charge an hourly rate for specific tasks or projects. Hourly rates typically range from $50 to $150 or more, depending on the experience and expertise of the SEO professional.

  • Project-Based Pricing: Some agencies or consultants may offer project-based pricing for one-time SEO projects, such as website audits or keyword research. Prices for individual projects can vary widely based on the scope and complexity of the work.

  • Performance-Based Pricing: In rare cases, some SEO providers may offer performance-based pricing, where they only charge you if they achieve specific results, such as improved rankings or increased organic traffic.

Remember that SEO is an ongoing process, and achieving significant results may take time and consistent effort. When considering SEO pricing, focus on the quality and track record of the SEO provider rather than the lowest price. A reputable and experienced SEO partner can deliver long-term value and tangible results for your business.

The Power of Organic Search Traffic: 3 Reasons Why It Matters and How to Increase It

3. Organic Traffic is Highly Qualified

One of the significant benefits of organic search traffic is its high level of qualification. When users find your website through organic search results, they actively search for products, services, or information about your offer. These users are more likely to convert into customers or take desired actions because they have demonstrated a genuine interest in your content.

Organic traffic's qualification results from relevant keywords and optimized content that aligns with user search intent. By focusing on providing valuable information and meeting user needs, you can attract and retain highly engaged visitors, drive conversions, and achieve your business goals.

4. Organic Search Rankings Increase Your Credibility

Securing higher rankings in organic search results enhances your website's credibility and authority. Users tend to trust websites that appear on the first page of search engines more than those on subsequent pages. Ranking high in search results signals to users that your website is reliable, relevant, and reputable.

A solid organic presence can positively influence brand perception and increase brand trust. As users repeatedly encounter your site in search results and find valuable content, they are more likely to view your brand as a reliable source in your industry or niche.

5. Earning Organic Search Traffic is Cost-Effective

While SEO efforts require time and investment, earning organic search traffic is more cost-effective in the long run compared to paid advertising. Paid search campaigns, such as Google Ads, can drive traffic quickly, but the costs can increase, especially for competitive keywords.

On the other hand, investing in SEO to improve organic search rankings can yield sustainable and long-term results. Once you establish a solid organic presence, you can continue to attract traffic without ongoing ad spending. This cost-effectiveness makes organic search traffic essential to a well-rounded marketing strategy.

How to Increase Organic Search Traffic?

To boost organic search traffic and maximize the benefits mentioned above, consider implementing the following scenarios:


Keyword research is the foundation of successful SEO. Identify relevant keywords and phrases your target audience uses to search for products or services like yours. Use keyword research tools to find high-volume and low-competition keywords to optimize your content effectively.

Incorporate these keywords into your website's content, including blog posts, product pages, and meta tags. Focus on providing valuable and informative content that aligns with user search intent as search engines increasingly prioritize user experience in their algorithms.


Backlinks, or inbound links, link from other websites to your site. Search engines consider backlinks as endorsements of your website's authority and relevance. High-quality backlinks from reputable and authoritative sites can significantly impact your organic search rankings.

Build backlinks through various strategies, such as creating shareable content, guest posting on relevant blogs, and engaging with industry influencers. Avoid spammy or low-quality link-building practices, as they can lead to penalties and harm your organic rankings.

Page Speed

Page speed is critical to the user experience and SEO. Slow-loading pages can result in high bounce rates, negatively impacting your organic search rankings. Ensure that your website's pages load quickly on both desktop and mobile devices.

Optimize images and videos for web use, leverage browser caching, and use content delivery networks (CDNs) to improve page load times. Google's PageSpeed Insights tool can provide valuable insights and recommendations for optimizing your site's speed.

Content Quality and Freshness

Creating high-quality and valuable content is crucial for attracting organic search traffic and retaining users. Produce content that addresses your audience's pain points, answers their questions, and solves their problems.

Incorporate a variety of content formats, such as blog posts, infographics, videos, and guides, to cater to different user preferences. Regularly update and refresh your content to ensure it remains relevant and valuable to users and search engines.


With the increasing prevalence of mobile browsing, optimizing your website for mobile devices is essential. Google considers mobile-friendliness a ranking factor in its search algorithm. Ensure your website is responsive and provides a seamless user experience on all screen sizes.

Use Google's Mobile-Friendly Test tool to check your site's mobile compatibility and receive recommendations for improvement.

Technical SEO

Technical SEO involves optimizing the technical aspects of your website to improve its crawlability and indexability by search engines. Focus on XML sitemaps, robots.txt, canonical tags, and structured data markup.

Regularly audit your website for technical issues and resolve crawl errors or broken links. This enhances your website's visibility in search results and ensures that search engines can access and understand your content.


What is SEO in Google Analytics?

  • SEO in Google Analytics refers to using Google Analytics, a web analytics tool, to track and analyze the performance of Search Engine Optimization (SEO) efforts. It allows website owners and marketers to measure organic search traffic, track keyword rankings, and gain valuable insights into user behavior on their websites.

What are the Keywords in Google Analytics?

  • In Google Analytics, keywords refer to the specific words or phrases users type into search engines when looking for information, products, or services. These keywords are essential for understanding how users find your website through organic search. Google Analytics provides data on the top-performing keywords that drive traffic to your site, helping you refine your SEO and content strategies.

What is the Definition of Organic Search?

  • Organic search refers to the process by which users find a website through unpaid (non-advertising) search engine results. When a user enters a query into a search engine like Google and clicks on a non-paid search result that leads them to a website, it is considered organic search traffic. Organic search results are chosen by algorithms that assess quality and relevance without being directly compensated by the search engine.

What is Organic Traffic In Google Analytics?

  • Organic traffic in Google Analytics represents the number of visitors who visit your website through organic search results. It shows the number of users who found your site through search engines like Google, Bing, or Yahoo without clicking on paid ads. Organic traffic is a crucial metric for evaluating your SEO efforts' success and your website's overall visibility in search engine results.

Difference between Google Analytics and SEO

Analytics is a web analytics tool provided by Google that helps track and analyze website traffic and user behavior. It offers valuable insights into website performance, user demographics, and the effectiveness of marketing efforts.

On the other hand, SEO (Search Engine Optimization) is a set of strategies and practices aimed at improving a website's visibility in organic search results. SEO involves optimizing website content, building high-quality backlinks, and following best practices to rank higher in search engines.

In summary, Google Analytics is a tool used to monitor and analyze website traffic. At the same time, SEO is a broader marketing discipline focused on improving organic search rankings and driving more organic traffic to a website.

How to Monitor Google Organic?

  • To monitor Google organic traffic, follow these steps using Google Analytics:

  • Log in to your Google Analytics account and select the desired website property.

  • In the left-hand sidebar, click on "Acquisition."

  • Click on "All Traffic. Select "Channels." Look for "Organic Search" in the list of channels. This will display data related to organic search traffic, including the number of sessions and users.

You can further analyze organic search data by clicking on "Organic Search" to view specific keywords that users are using to find your website.

What are Organic Search Engines?

  • Organic search engines are search engines that provide unpaid, natural search results based on relevance and quality. These search engines rank web pages based on various factors, including keyword relevance, backlinks, content quality, and user experience. Google is the most well-known organic search engine, but others include Bing, Yahoo, and DuckDuckGo. When users search for information or products, organic search engines display the most relevant and authoritative results in their search engine results pages (SERPs).

You can visit to find out more about Seo.

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