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Study: Organic Search Trumps Social in Driving Traffic

3 Sep, 2014 By: Doug McPherson

SAN MATEO, Calif. – A new study claims organic search is the primary driver of website traffic to business sites, while social barely generates a blip.

Content marketing firm BrightEdge says its study found organic search drives 51 percent of all visitors to business-to-business and business-to-consumer websites, trumping all other non-organic search channels, including paid search (10 percent) and social (5 percent).

The study finds that organic search traffic accounts for 73 percent of all traffic to business services sites, more than a 20-percent jump when evaluating organic search across all sites. The business services sector also receives the least amount of traffic from display, E-mail and referred sources compared to other industries, gaining less than 20 percent of its traffic from the three sources combined.

When comparing the ratio of traffic to revenue, things even out – with display, E-mail and referred sources capturing a larger share of revenue than organic for the media and entertainment industry.

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