From the onset, you need to have clear SEO goals for your business. SEO is impactful for the organic search traffic you drive to your website. Therefore, every business will pursue its goals differently because each business is unique.
Defining Cumulative nature of SEO
Cumulative nature of SEO is the element of costs that previously went into SEO that is resulting in positive ROI in the future.
Cumulative nature of SEO is often overlooked or ignored. Because people don’t comprehend this unique feature of SEO.
The cumulative nature of SEO has the trickle-down effects of previous SEO actions affecting the present and future outcomes. This implies that the resources you invested in the past can still earn your traffic in the subsequent years. Unlike social media traffic, which spikes and dies immediately, when new content resurfaces.
Why is SEO Important?
Research shows that organic search traffic is the most dominant source of all web traffic as compared to other traffic sources. Additionally, the organic search channel is a giant channel if numbers are anything to go by. Two top research brands agree on this.
BrightEdge did a study in 2019 and found out that 53.3% of all website traffic comes from organic search. Meaning organic search delivers more than half of all web traffic alone.
Similarly, Sparktoro did their research in 2018 and came to almost the same conclusion. Of all web traffic, Google accounts for 57.8%. This research is very specific because it points out Google as a search engine responsible for the most search traffic.
The discrepancies in numbers are because the former left out direct traffic from its findings. But, the two studies don’t contradict each other.
Therefore, SEO is the way you can infiltrate the search engine for organic search traffic. SEO-friendly content will drive organic traffic from the most dominant traffic channel to your site.
SEO cumulative effect may take time to be seen. For obvious reasons, SEO is a long-term process. However, your optimizing efforts could expedite the process.
Comparison between organic search over paid search
With optimized content, you can drive organic search traffic from the web than a fraction from paid search. BrightEdge put paid search at 15% of the total web traffic. Why spend your hard-earned money to target a small fraction of your audience?
The table below will give a summary.
|Organic Search Traffic||Paid search|
Results depend on SEO effort
More profit margins
Results depend on the budget
Shrank profit margins
However, these are the backdrops of paid search
- i) The search volume for your target keyword is static
- ii) CTR ranges between (3%-8%). This cannot rival organic search CTR which is between (20%-30%).
Comparison between organic search over social media
Social media is another powerful channel for brand awareness. However, from a statistical point of view, it’s a flat channel. It contributes about 5% of all web traffic. This then means if you rely entirely on this channel, you’re likely to close shop. In comparison to organic search, then the organic search is too far from social media traffic.
From the above statistics, we can conclude that organic search is the most dominant digital channel. Because it’s a channel that delivers more than half the traffic than other channels when merged. Besides that, organic search uses targeted keywords to align with the needs of the searchers. This is an attribute that other rivaling channels are missing.
Why cumulative nature of SEO matters?
As we have witnessed above, it is the organic channel that enjoys this phenomenon. The limitation of social channels is that they are short-lived. The moment another post resurfaces, the previous post goes into oblivion. It will never bring traffic to your site again. Likewise, email marketing once a mail is read, no one will bother to read it again.
Paid search is as good as your budget. When your budget is depleted, then technically your paid traffic ceases.
This is where the cumulative nature of SEO comes into play. Assuming you stopped optimizing the content on your website today. What will happen to your website?
This is what will happen. Some of your previous keywords will continue driving traffic to your website. In other words, the resources you invested in your SEO efforts will continue to earn you traffic and revenue in the future. This is what we refer to as the long-term benefit of organic traffic.
A business that doesn’t invest in SEO can’t compete effectively with its competitors that do SEO. They will lose organic traffic that will be intercepted by the rivals. Moreover, the organic channel is the largest channel you can use to generate leads.
What benefit doe the cumulative nature of SEO have for your business?
It sustains the continuity of organic traffic to your site
You will achieve desirable organic growth by implementing strategies that feed up your SEO goals. You can achieve this by aligning your content with the user’s intent. This will ensure your content is discoverable by your audiences.
Boost your return on investment
Consistent traffic that converts is good for your business. Aim for keywords that your target audience is using to search on the web. Answer questions regarding their pain points and interests. Guide them through the buyer’s journey and you will convert more leads. Your sales volume will expand and grow. The cumulative nature of SEO will ensure your past SEO efforts will impact your future return on investment (ROI)
Which traffic metrics to track
To sufficiently managed website traffic then you need to have Google Analytics and Google Search Console. There are several metrics to track regarding organic search traffic and these includes;
Organic traffic: This is traffic generated from search engines, especially Google. It’s a key performance indicator (KPI) for measuring how effective is your SEO strategy. If the numbers keep on going up, then your SEO strategy is superb. But, anything contrary to that is a red flag to your SEO strategy.
Search impressions and clicks from GSC: Clicks on GSC are the number of searchers who clicked on your URL in the organic search result. The higher the number, the better your organic search performance. While impressions are a confirmation, your site is appearing for organic search results.
Cumulative nature of SEO is a long-term process that requires patience. However, once they bear SEO fruits, then you are likely to enjoy the harvest for a longer period. Therefore, aim for organic search traffic so that you can amplify your brand to a larger audience. Lastly, organic search intercepts traffic that is interested in your brand. The chances of converting such traffic are much higher than other traffic sources.