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Organic Website Traffic: Why Does it Matter So Much?

Posted on June 4, 2021 | Read time: 6 minutes

What is Organic Website Traffic?

When it comes to everyday nutrition, we all understand the reasons why organic food is in such high demand, but many of us struggle with why organic website traffic is so important or what it actually is. The term “organic traffic” refers to website visitors as the result of unpaid (“organic”) search engine results. Visitors are considered organic if they found your website using a search engine like Google, AOL, Bing, or Yahoo. In other words, they are not “referred” by any other website. Although organic traffic doesn’t cost anything, it requires an investment of time and strategy to be successful.

Organic search is the largest driver of organic website web traffic and a crucial component of revenue. Organic search usage and share is outpacing growth in other channels. What’s most important about organic traffic is that it has no direct media cost yet can provide a substantial ROI- higher than any other channel. Search engines reward content that is relevant to readers and written for them specifically rather than bots. The focus is on optimizing for your target audience.

Web Development Structure

Marketing works best when all channels are aligned. Your other marketing channels generate demand for people to query the search engine for services such as the one you provide. If your website is not there to collect the demand you spent money creating, your competitors will collect it. Using organic content allows you to align messaging and integrate across channels improving traffic across the board, not just organically.

For real estate marketing websites, organic traffic is typically the most qualified traffic that visits your online sales office. “Organic users visiting the website have intention. They have made a decision to buy a home or start looking for a home, so they are more likely to convert and will take a specific action of some kind,” says Angelene McCullough, Cotton & Company Digital Marketing Strategist. “They will also be the type of visitor that will spend more time on the website and are a member of the targeted audience segment.” Organic visitors to the site have a genuine interest in learning more about the real estate community. They generally stay on the website longer, visit more pages and have a higher likelihood of providing their contact information and becoming a marketing lead.

Your community website has two separate and distinct audiences – the home buying consumer and the internet search engine spiders. It is important to focus on both of those audiences in order to create success. Starting off with a highly functional website schematic, “the nuts and bolts” of the website’s infrastructure will get the site moving in the right direction. The overall goal is to make sure the website is easy to navigate and provides a consumer-friendly experience. At the same time, you want to share with visitors a compelling website copy that demonstrates the benefits of the project and how your particular offering will make the visitors’ lives better.

Additionally, your website should speak to all audience members in your targeted demographic including those with disabilities. Therefore, building an ADA Compliant website is essential in this day and age. This means your website will have overall better usability, increased visitors, and reach even more members of your target. Creating a more operable and navigable website will ultimately benefit all users ensuring the most success.

Dynamic Web Content

Content quality and search engine optimization go hand in hand. For Google, people querying topics require up-to-date information, so it is extremely important to keep the content on your website fresh. In fact, Google rankings take into account how much content is uploaded and how often. Blogging within your website allows for a frequent flow of timely content to be added to the website easily and is extremely effective in increasing organic site traffic. It allows more in-depth sharing of information on a variety of topics. Examples of blog content that might be relevant to someone looking to live in a real estate community include stories about local attractions, amenities within the community, residence types, area information, and community information. When crafting a blog, keywords that are specific to the residential community being promoted are essential.

Social Media and Search Work Together

Search and social media work in tandem. Some queries may be more sensitive to fresh results and social signals, which can impact and determine positioning in the search results. Social media also helps shape your brand’s online presence and drive traffic back to your site.

Google treats social media channels like Facebook, Instagram, or Twitter pages like any other web page therefore can help your website rank better. Actively engaging your target audience to visit social media channels that are linked to the website will greatly benefit the website results. Since higher-ranked websites have a better possibility of being found, building organic traffic will come naturally. Frequent social media posts to spread important updates, news, and progress reports about the real estate project will also work conjunctively with blog posts to drive the targeted audience organically to the website.

Competitive Real Estate Industry

In today’s highly competitive real estate industry, learning the secret formula for how to be found by active homebuyers is a top priority. Real estate developers and builders are turning to Cotton & Company to assist them with today’s latest, and most cost-efficient digital marketing technologies.

With decades of experience, the Cotton team of digital specialists has developed a tried-and-true strategy to create authority and drive organic website traffic over time. A winning combination of SEO and SEM programming, social media marketing, email marketing, and blogging work together symbiotically to capture leads and drive organic traffic to one commonplace, the community URL.

To capitalize on the surge of real estate demand in today’s market our experienced team of 30+ real estate marketing specialists are here to bring you to the market quickly without a learning curve. For more information on Cotton & Company, join our email list or contact Karen Cantor, Executive Vice President to schedule a review of your real estate sales and marketing needs.

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