Is Organic Better for You? It Is When You're Talking About Site Traffic - eMarketer

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Is Organic Better for You? It Is When You're Talking About Site Traffic

Organic search drives more than half of website traffic referrals

September 24, 2014

When it comes to driving internet users to a website, nothing beats organic search. According to data from BrightEdge, organic search drove 51% of website traffic referrals worldwide during June and July 2014. Meanwhile, display, email and referred search ranked second, with 34% of referrals, paid search third (10%), and social media last (5%). The research monitored data from BrightEdge’s Data Cube, so broader industry metrics may vary.

Website Traffic Referral Sources Worldwide, by Industry, July 2014 (% of total on the BrightEdge platform)

Of course, website traffic referral share varied by industry, and organic dominated the business services space the most, fueling 73% of all site referrals. Organic’s share of traffic referrals huddled around 50% for media and entertainment, technology and internet, and hospitality sites, while retail rounded out the list (42%). Display, email and referred sources as well as social each grabbed their largest pieces of the pie in the media and entertainment space, while paid search was most successful at driving website traffic in the retail industry.

Website Revenue Sources Worldwide, by Industry, July 2014 (% of total on the BrightEdge platform)

When it came to website revenues, organic search was the top source across all industries except media and entertainment. There, display, email and referred sources won, grabbing a 45% share, compared with 41% for organic. Again, organic search saw the most success with business services, accounting for 55% of all website revenues in the space. Paid search saw its largest share in the hospitality industry. However, social barely played a role anywhere, responsible for just 1% of site revenues in the hospitality, media and entertainment, and retail industries—and none in the other two.

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